It feels great to create and share insightful, value-adding content for your target audience, but not getting the expected traffic would be a downer.
In a search-savvy world, getting your brand on the first page of the search results is the ultimate goal. But the slots are limited.
Keyword optimization of your website and its content is the most effective way of increasing your search engine visibility. And if the searchers love you, it will lead to your content becoming a top-ranking search result.
In this blog, we will help you understand everything about keyword optimization. From the basics to 10 actionable and effective tips to rank higher on the SERPs, we cover it all.
Let’s dive in.
What is keyword optimization?
Keyword optimization is the process of researching, selecting, and incorporating relevant keywords into website content in order to rank higher on the search engine results pages (SERPs).
This includes identifying popular and relevant keywords, analyzing their competition, incorporating them into website titles, meta descriptions, headings, and body text, and tracking their performance.
The goal of keyword optimization is to improve the visibility and relevance of a website to search engines, making it easier for users to find the website when they search using related keywords.
Why is keyword optimization important?
Keyword optimization is important because it helps search engines understand the content and context of a website, making it easier for them to match it with relevant search queries made by users.
By incorporating relevant keywords into website content, a website can improve its visibility and ranking in search engine results pages, attracting more organic traffic. This can lead to increased brand awareness, higher website engagement, and improved conversion rates.
Keyword optimization is also crucial for achieving a better user experience, as it helps ensure that a website's content is relevant and valuable to its target audience.
What are the benefits of keyword optimization?
Keyword optimization is a crucial aspect of search engine optimization (SEO) that involves selecting and incorporating relevant keywords into website content with the goal of ranking higher in the SERPs. Keyword optimization provides a number of benefits, including
- Increased visibility and ranking in search engine results pages.
- Attracting more organic traffic to a website.
- Improved brand awareness and credibility.
- Better user experience and engagement.
- Increased conversions and sales.
- Better targeting of the desired audience.
- Ability to measure and track the success of optimization efforts.
By selecting and incorporating relevant keywords into website content, websites can improve their visibility and relevance to both search engines and their target audience, leading to improved brand awareness, engagement, and conversions.
10 keyword optimization tips to rank higher
Optimizing your website for search engines can be a challenging task, but it is essential for driving organic traffic and improving your online visibility. By implementing effective keyword optimization techniques, you can increase your website's rankings in search engine results pages and attract more visitors to your site.
Whether you're a seasoned professional or just starting out, here are 10 tips that will guide you in the right direction, i.e., towards improving your search engine optimization strategy.
1. Audit on-page SEO for your existing content
The first and foremost step in keyword optimization is analyzing the existing content. A careful audit of the on-page SEO of your existing content is an ideal way to start your keyword optimization. Check your already published pages and identify the keywords each page is using in its meta tags and body text.
Here are a few important on-page SEO factors you should consider during the audit:
- Title tags: Your titles should be between 50 and 60 characters in length. They should contain your primary keyword for the web page since titles inform Google what the page is about.
- URL structure: The URL of your web pages should also contain relevant keywords similar to those in your page title.
- Meta descriptions: The meta description of your webpage must explain what the page is about, including the target keyword for that web page.
- Outbound links: Check each and every link in your web page and make sure that they are no-follow if it is a source of information you are linking to. And, of course, implement a do-follow if it is another webpage from your site.
2. Find keywords that are valuable for your site
One of the most tricky aspects of keyword optimization is finding the right keywords to optimize your site for. Simply targeting the first keyword that comes to mind isn’t enough, and you need to find specific keywords for every page.
For instance, a web page that shows products should target keywords with a buying intent, such as “men’s leather shoes under $100.” On the other hand, your blogs should target keywords that address the content in your respective post.
You can do this either by searching for different variations of your keyword and making a note of the related keywords that appear or by using a tool like Scalenut’s Topic Cluster generator. This nifty tool will produce multiple groups of related keywords for your query with search volumes so that you can make an informed decision.
3. Match search intent with type of content
Each web page should target specific keywords. For instance, the products page of a fashion rental website should target keywords like “fashion rental.” Further, depending on the product, men’s fashion products should target “men’s fashion rental,” and the women’s products page should target “women’s fashion rental.”
There are many types of keywords that you should know about. Here is an in-depth Scalenut blog on 14 types of keywords every smart marketer should know.
4. Optimize for keyword density
Maintaining and controlling the keyword density of your target keywords should be a top priority. You need to ensure that you do not use a lot of your target keyword in your content. That could signal a red flag for search engines, and they may not show your web page in SERPs.
The keyword density of every keyword you use should be 1-2% of the entire text. For example, if you have a 1000-word blog targeting a keyword like “men’s leather shoes,” make sure that you only use this keyword 10-20 times in your body text.
Keyword density is one of over 200+ ranking factors that Google uses to rank web pages. You may find this comprehensive Scalenut blog, ‘10 Google Ranking Factors With Optimization Tips For 2023,’ useful for more information on Google’s ranking factors.
5. Include semantically related keywords (Use NLP terms)
Simply using your primary keywords in your content isn’t enough. There are already thousands or millions of web pages that are doing the same thing. So to stand out from the crowd and position your website as a thought leader, you need to include semantically related keywords in your content.
You can either search for your primary keyword and pick up related keywords from the SERP sections such as “People also ask” and “related searches.” Or you can use an advanced SEO tool like Scalenut’s SEO Docs and find the most important NLP key terms related to your primary keyword.
6. Optimize your meta titles and meta descriptions
Meta titles and descriptions are crucial for search engine indexing. They inform the search engine crawlers what the web page is about and help them index it for the right keywords, and show it for the most relevant search results.
So make sure that your meta titles and descriptions are optimized for maximum search engine visibility by using the target keyword for that web page naturally in the title and description text.
7. Focus on backlink and optimize anchor text
Backlinks are an important SEO aspect that helps search engines gauge the credibility of information in your content. Another aspect of backlinks is that they help search engines establish a relationship between the anchor text and the web page.
For example, if you have a blog about “10 social media contest ideas,” your anchor text for linking to this page should be “10 social media contest ideas.” This will help search engines establish a relationship between your content and the anchor text.
Ideally, both of these should contain the primary keyword you are targeting with the web page.
8. Focus on image optimization
One of the most overlooked SEO techniques is image optimization. Search engines cannot see images and understand what’s in them. Therefore, they use image titles and alt text to understand images.
Make sure that all your images have relevant titles and alt text. These attributes should describe what’s in the image and help search engines better index your content.
9. Create a user-friendly URL
Another important aspect of keyword optimization is creating user-friendly URLs. Many times, we do not pay special attention to URLs, and they are either confusing or contain long strings of text totally unrelated to the web page. Practicing keyword optimization for your website ensures you create user-friendly keyword-loaded URLs.
For example, if your web page is about the top 10 media agencies in California, create a URL like this:
10. Optimize for featured snippets and rich results
Another important aspect of keyword optimization is aiming to become a featured snippet and becoming one of the rich results of SERPs. Featured snippets are specially selected web pages that Google picks text from to answer the searcher’s query right on the SERP.
A positioning like this will increase your credibility and help you garner a lot of organic traffic. In order to become a featured snippet, your content must have a question as a heading, followed by a 300-character answer. Rich results are another way for Google answering the user’s query right on the SERP.
For example, if you search for “chocolate cake recipe,” Google will try and answer your question right on the SERP using rich results for chocolate cake cooking videos.
You can do this by adding detailed structured data to your website that helps search engine crawlers pick up important information and show it right there on the SERP.
These were 10 effective ways of optimizing your content for the right keywords and getting the most out of your content marketing efforts. But doing all of this manually is a big task, not to mention time-consuming. However, there is another way to do this.
You can use a keyword optimization tool of your choice and reduce the amount of time and effort. Let’s take a look at the top 3 keyword optimization tools that you can use.
Top 3 keyword optimization tools that you can use
There are literally hundreds of keyword optimization tools out there, and it can get confusing to choose one. Over the years, we have tried and tested many tools, and here are the top 3 keyword optimization tools in our experience.
Scalenut is an all-in-one SEO and content marketing platform that helps marketers research, plan, create, and publish high-quality content optimized for the best search engine visibility.
You can use tools like the Topic Cluster Generator to support the initial phase of your keyword research and find groups of keywords related to your primary keyword. Further, once you have selected a list of keywords and finalized the topics you are going to write about, you can use SEO Docs to dive deep into every topic and create the best content.
An SEO doc for your target keyword will give you an in-depth analysis of the top-ranking content on the internet. It will give you a detailed structure of the competitor’s piece of content, the source of information they are linking to on their web page, and a list of NLP key terms that they use in their content.
You can create detailed content briefs with this information and even create content with our SEO Editor. The SEO Editor helps you ensure that you have used the most relevant keywords in your content for maximum search engine visibility. It also comes with an AI writer that can help you create content with just a few clicks.
- Google Keyword Planner
Google Keyword Planner is another keyword optimization tool that helps you find the most relevant keywords. Simply log in to your Google Ads account and select “Discover New Keywords.”
From there, you only have to enter your primary keyword and select a location. Google will produce a related keyword list with information such as average search volume, competition, and bidding prices. This information will help you select the best keywords with the highest ranking potential.
- Google Search Console
Google Search Console is another keyword optimization tool that will help you track the performance of your web pages on SERPs. It will give you a real-time analysis of how your web pages perform on SERPs and what search queries are bringing people to your website.
You can use this information to optimize your web page and build on your existing organic traffic with more in-depth content on topics related to the search queries that you are ranking for.
These were our top 3 keyword optimization tools. We have also created an in-depth list of content optimization tools with a detailed analysis and pros and cons for you to select the best one. Refer to this Scalenut blog on the 10 best content optimization tools for onpage SEO in 2023.
Try Scalenut to optimize your blog posts
If you are looking to improve your SEO and rank higher, Scalenut is an ideal tool. As mentioned above, this all-in-one AI-powered SEO and content marketing platform can help you at every step of the SEO process.
From finding the right keywords to creating highly optimized content, you can do everything with Scalenut without stretching yourself and spending a lot of time and resources.
So what are you waiting for? Sign up on Scalenut and start optimizing your content for maximum search engine visibility today.