On-Page Keyword Optimization
On-Page Keyword Optimization
First Headline H1
Include Specific Keyword Headline once, or twice if it's natural and there's no alternative.
Soften awkward keywords by variant, or a synonym.
Then concentrate on writing the best headline for visitors.
A Headline should always start the page
Set to largest size possible ("H1").
Make liberal use of subheadings (H2 for subheadings and H3 for sub-subheadings)
Use Specific Keyword in the Title exactly as in the Keywords Box
If exact keyword is "awkward" for visitors, use more natural variant
One instance of Specific Keyword is sufficient, Two rarely needed. Three never.
It's critical that Title has strong keyword relevance and is engaging/enticing for humans. Work on it until it meets both criteria.
Ideally Specific Keyword should appear near front of the Title (if you can do it naturally)
Soften the Language
by using synonyms
by using closely related shorter phrases
by using Pronouns – ex., "they"
Don't Soften too much (Specific Keyword, or a close variant if the exact usage is awkward, must remain the dominant term)
Include Specific Keyword in File Name and, ideally, nothing else
Use it exactly as in Keywords Box, even if it's "awkward
Separate the keyword with dashes if it's more than one word
If File Name is already in use, add a dash and an extra word that describes your page more precisely
Is the keyword "awkward" or "natural?"
many keywords are "awkward" because people do not search in the same way that they speak
When you write a page around "awkward" keyword, you must translate "search engine speak" back to natural language.
Google does not concern itself with exact word order or the addition/subtraction of "stop" words
Include Specific Keyword once in Description, exactly as in Keywords Box - except when it works better with variant or synonym.
If using exact keyword twice is awkward, use exact version in Title and "softened" version in Description.
Second usage of keyword is ok, but never use it three times. It's stronger to make the second occurrence a variation. Better still, use a synonym.
: 400 words minimum, recommended at least 500-600 words.
Do not add "filler content"; cover a relevant sub-topic.
If your page already fully OVERdelivers (excellent infographic, for example), ignore "400 word" rule.
This rule is even more important for the home page
: include Specific Keyword as early as possible.
Use in first 90 characters, but in first 200 characters without sounding clunky is fine.
Don't use it too often in first 500 characters (50-80 words) - once is ideal, twice is acceptable if it's natural (better to make second occurrence a variant or synonym or pronoun).
Then write natural copy for your human visitors.
In Body Copy overall use Specific Keyword as often as it "sounds right". Less is better, but it should not be (mostly) missing. Specific Keyword (or a close variant) must appear more often than synonyms.
: Linking to other people's content to provide value for your visitors is positive ranking factor, but only if it's excellent and relevant (and non-competitive).
Google likes providing links to your source material, in the form of references at the bottom of the page.
What Is Keyword Search Intent
What do people expect to find when they use this particular search query?
Confirm your judgment by performing the search at Google (in Chrome's "incognito" mode).
How many words does the keyword contain?
prefer a Specific Keyword consisting of 3 words or fewer (they have higher demand)
it's best to cover at least 25 core topics (keywords) of your Site Content Blueprint before creating pages for very-low-demand keywords
Interpretation of Recommendations
more loosely for multi-word keyphrases