SEO Project: Building a Well-Optimized Web Page
Page 1
Keyword Selection
Just like this mechanic adjusts a race car engine for peak performance, SEO ensures that every element on your web page is fine-tuned for the greatest impact.
The goal? To rank high in search results and win the click!
In today's highly competitive environment, getting your website to rank higher on search engines is crucial for almost any small business. And that requires that all parts of the web pages be finely tuned toward achieving that goal.
The first and most important step in this SEO (Search Engine Optimization) process is selecting the right "keywords." These words tell search engines what the page's content is about and confirm to visitors that the page offers what they're looking for. Select the wrong words--and the best optimization efforts are certain to fail.
But not all keywords are weighted equally.
Here, in Page 1 of our SEO optimization project, we look at the keyword types and how to populate each category. Page 2 of this project dives into how a well-optimized home page is built. Page 3 uncovers the behind-the-scenes coding that'll support our well-optimized page. The subject for this project is a hypothetical Asheville plumbing service client.
Keyword Selection:
4 Types of Keywords
1. Main Target Keyword
This is the primary keyword that we want this page to rank for. That will be more general for the home page we're designing here but more specialized for subpages that discuss services offered and communities served.
In our case, that best primary keyword might be
According to Keyword Surfer, a browser extension for Chrome and Firefox, this phrase is searched in Google approximately 880 times per month:
SEO Note: Primary Keyword--The Central Theme of the Page
Our goal is to attract the highest amount of targeted traffic. The broader or more general the keyword phrase, the greater the number of visitors it is likely to attract. However, the intent for many of these visitors might not align with that of our website, thus a lower conversion rate.
In the case of this plumbing service example, broad phrases like 'plumber' or 'plumbing' might draw potential clients but may also attract those who are interested in becoming plumbers, those looking for DIY plumbing solutions, or searchers outside of our service area. When these 'unintended' visitors see that our site won't satisfy their needs, they'll quickly bounce--which sends a negative signal to search engines.
Plus, the more general the target keywords, the more difficult it will be to rank near the top.
2. Keyword Variations
These are alternate ways people search for the same thing--synonyms, rewordings, or reordered phrases. By including these, we avoid overusing our primary keyword on the page (a possible keyword stuffing penalty) while sending search engines a more comprehensive message of our page's topic.
- plumbers in Asheville
- Asheville plumbing services
- plumber in Asheville, NC
- plumbing needs in Asheville
- Asheville plumbing experts
- plumbers Asheville NC
- plumbing company near me
SEO Note: Semantic Search--the Days of Keyword Stuffing Are Gone
Search engines no longer reward keyword repetition. Instead, they focus on the meaning of the words and how they relate. There is no need to say "plumbing in Asheville" ten times--phrasing it in different ways and offering a comprehensive discussion on our topic helps both SEO and user experience.
3. Long-Tail Keywords
These are more specific, three or more-word phrases aimed at identifying niche audiences looking for very specific information. They are typically less competitive and should more closely match the visitor's intent. Think about the specific services you offer and the specific problems that potential customers face.
- plumbers for remodeling older home
- 24/7 emergency plumber Asheville
- plumber in Asheville for basement leak detection
- affordable plumbing services in Asheville
- water heater repair in Asheville
SEO Note: Generating a Long-Tail Keyword List
One tool for generating long-tail keyword lists is the Google Suggest (or Google Autocomplete) feature in a Google search or browser address bar. Below are a couple screen snapshot examples.
When we searched for 'Asheville plumber,' Google suggested common ways that other searchers use this phrase. Note the words highlighted in bold--these are potential long-tail or related LSI keywords (which we'll cover next).
Change the query slightly, 'Asheville plumber fix,' for example, to see a different list. Repeat this with different words ('replace,' 'repair,' 'install,' etc.) until you have a comprehensive list of the plumbing needs that people face and the solutions they're seeking.
4. Related LSI (Latent Semantic Indexing) Keywords
These are related terms that might naturally come up in a conversation about our page's main topic. Including these adds depth and context to your content, suggests to Google that we might provide a good solution for these queries, and confirms to visitors that we can address the issues they are having.
SEO Note: The Importance of Including Related Terms
LSI keywords are topically related to the main target keyword. In our case, we did a Google search for the phrase 'Asheville plumber replace,' and 'toilet flange' and 'shower cartridge' popped up. It's unlikely that many plumbers would think of listing these among their services offered. But if those phrases do not appear on your page, Google is much less likely to list you among those search results.
In addition to Google Suggest, there are other online tools that help generate LSI/related keyword lists. Keyword.io is one of our favorites. And, at the time of this writing, it is one of the few that is still free.
You'll also want to consider LSI terms that appear on the web pages of your top competitors. The 'Density' tab in SEOQuake browser extension is a great tool for conducting competitor keyword analysis. Disregard the density numbers, but take note of the one, two, and three-word phrases.
(Note: Google says that LSI words are no longer a ranking factor. However, they are a helpful way for us to illustrate a concept that Google now focuses on--topical relevance.)
- plumbing repairs
- leak detection
- leaky faucet
- clogged tub
- laundry washer hookups
- remodeling
- plumbing for new construction
- satisfaction guaranteed
- warranty
- thawing frozen pipes
- cost
- per hour
- free estimates
- certified
- licensed
- emergency plumbing
- upfront pricing
- locally owned
- free estimates
- Weaverville
- Hendersonville
Summary:
You now have a better understanding of the four important types of keywords--primary, variations, long-tail, and LSI or related keywords--and why they are so critical for SEO success. We also mentioned a few of our favorite tools for generating and selecting the best keywords for each category.
On page 2 of our Example of an SEO Optimized Page, you'll see how we've worked these keywords into the webpage text. It's important that they are easy for potential customers to find and that they appear naturally included (never forced). Keyword stuffing causes both search engines and visitors to question whether a page is trustworthy and credible.
Page 3 of this SEO project, Head Tags, shows you elements that are not on the visible page--title tag, meta description, and schema markup. You'll want to see how we've included the keywords in those important areas.
