Optimizing a web page is not rocket science, but doing so takes some thinking ability to achieve success. When you search for information in print, you read through a list of titles or table of contents (such as in a magazine). To be able to search for online information or products, the web page content must be tagged with keywords that define or describe what the content is about in order to be searched by the engines when someone Googles information. To optimize a web page, simply use the right mixture of keywords in your content, Meta title and description, hyperlinks, and ALT tags. Also include good use of structure and formatting.
Before You Optimize
Before you optimize the content on your page, make sure that what you’ve written is effective. Effective web page content writing…
- Captures the reader’s interest from start to finish.
- Is written using correct grammar, punctuation, and spelling.
- Is informative and well-structured.
- Makes sense to the reader.
- Is easy to read because of its formatting or structure on the screen.
Tally the Words
In the article, “Keyword Density–Getting the Right Result,” the author explains, “The rankings of the test pages cannot be explained just on the basis of keyword density, prominence, word count, keyword’s in the meta tags, headers, links or Alt tags.” So, how do we really optimize a page?
Write using keywords (or keyword phrases) as the mortar for the building blocks that make up your web page content, but don’t overuse the keywords. That’s known as “keyword stuffing” or spamming. Software analyzers vary greatly on pinpointing the best keyword density (i.e., word count divided by the number of keywords used), but many web writers suggest a 2-8 percent density. Of course, this range varies! Some web writers recommend 4-5 percent, while others suggest 3-9 percent. What’s clear is that there is no magic bullet to landing on the front page of someone’s search results. It takes good writing and use of your keyword phrases.
Optimize With Keyword Phrases
Note that a single keyword may not be as effective as a keyword phrase. If your web page is about gardening, then “gardening” may be too general to rank very high. But if your page is about using containers on a patio or balcony for apartment and condo gardeners, you could use “container gardening” or “container gardening ideas.” Use the keyword phrases in your writing with a little variation so that the web page content does sound awkward to the reader.
Web Page Content Structure and Formatting
Search engines scan headings and subheadings to see what the page is about. Using your keyword phrases between h2 or h3 tags helps to communicate the topic of your webpage. Use bolding and italicizing for emphasis, but only as necessary. For example, if your page content is small, bolding may be more appropriate to use than subheadings. But don’t overdo it—too much bolding can be difficult to read. Be sure to use keywords in your ALT tags and Meta description. While some web writers say this isn’t important to search engines, it does lend some authenticity to what your page is really about. Search engine algorithms change constantly, so your keywords act as your guide to describing your page and defining your content. Your web page content should flow naturally without sounding like you forced the use of your keywords and phrases.