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Keyword Placement Ranking Signals

Keyword Placement for SEO Optimisation


Keyword research and keyword placement is a vital part of any SEO optimising activity. And who doesn’t want better ranking for free? Essentially, identifying the most relevant, and attainable organic search queries is the starting point of a keyword SEO plan.

Then we have to apply keyword placement in a strategic way to boost the signal for Google.

By attainable, we mean search queries that are not so competitive that you have little chance of ranking highly without enormous effort. By relevant, we mean search queries that are useful to you, since your website is costly to run with a lot of traffic.

Using Google to find useful queries

To start, Google Analytics provides tools to help you identify potentially useful search queries, and you can use data from hits to your site to assist this process. Unfortunately, many search queries are withheld for data protection, but if you have a paid campaign, you can get nearly all the search query data from this to give a good idea of useful organic search traffic. Google Adwords contains keyword planning tools and if you have a paid campaign, both Google Adwords and Analytics will give you all your paid search query data.

In order to help rank high organically for your shortlisted keywords/terms, good practice is to place these natural search queries into key parts of your target page as your target ‘keywords’. These should reflect the natural order they appear in a search query.

Where you place them is critical for Googles ranking algorithm. Its task is to find relevant, popular pages for users, and part of that signal is the similarity of the search term to text content on your site.

Google looks particularly at;

  • Keyword placement
  • Keyword frequency
  • Internal links (on other pages) with anchor (display) text that matches search term and points to the target ranking page
  • External links to that page

Word Placement

Next we focus on keyword placement. Its very simple to optimise, especially if you have a WordPress site with add ons like Yoast SEO. Keywords should appear in the order of your organic search query.

  • Place your keywords in the page TITLE
  • Place your keywords in the H1 header
  • Within the H1, keywords nearest to the beginning
  • Place your keyword phrase in the body text
  • Within the body text, place your keyword terms as close to the beginning as possible, ideally within the first sentence and definitely in first paragraph
  • Place  your keywords in the META TAGS
  • Of these, you have a title tag and a meta-description tag

Meta tags appear in the HTML of your page which is read by search engines.

Not only placement, but also frequency is important. Your target keywords should be amongst the most frequent phrases in the text of your page, however whilst frequency is important, position is more so. Stuffing keywords everywhere may be penalised.

Therefore it is important to focus on structure rather than repitition.

In sum, simply learning the simple rules and applying them methodically to your page building and blogs, you can start to effectively boost your organic traffic for your identified target search queries.

In addition you will find more information on SEO strategy here;

Blogging SEO The Science & The Art


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