Ranking a webpage requires the use of keywords and phrases, but how many can be stuffed into a single page and still be effective? There are a number of different theories concerning keywords and web page optimization, but the vast majority encourage stuffing as many keywords as possible into the content. The purpose of this blog is to explore why this approach will most often lead to failure.
What is your page about?
The answer to this question may seem obvious to you. If you own a plumbing business, your page is obviously about plumbing. However, the broad term “plumbing” doesn’t really cover the vast number of services that fall under this singular business umbrella.
Google agrees, and its algorithms dictate that your webpage provide specific information relative to the search query of the user. In other words, Google wants to rank pages that offer valuable, specific information. This means that your page needs to be singularly focused on a specific subject if you want it to rank.
So, what is your webpage about? Using the aforementioned example, “plumbing” is a word used in a variety of applications. Type “plumbing ” into Google’s search engine and you will get a wide spectrum of results including home improvement warehouses, hardware stores, DIY plumbing websites, and maybe even a handful of actual plumbers.
Getting into the specifics.
This means that you will need to get specific when developing your keyword list. Again, think of our imaginary plumbing business. What are some of the services that actual internet users will search for?
Your average home or business owner could have leaking pipe, clogged toilet, or may need to have fixtures replaced. Obviously, your keywords and phrases need to cover all of these specific topics, and anything else related to your professional field.
Too much of a good thing.
Once you’ve identified your most useful keywords and phrases, can you simply plug them into a single page of content and expect results? Unfortunately, no. Remember that Google wants you to be an expert in your chosen field. But how can you be an expert if a single page of content is watered down with countless key words and phrases?
At Linkhelpers, in most situations we recommend limiting the overall number of keyword phrases on a single page. For best results, one or two highly focused keyword phrases will give you the best chance of success. This makes sense, because it affords you the luxury of developing highly-focused optimized content on a single subject. Not only does this satisfy Google’s demands, but also allows you to provide your customers with information specific to their query (which we will cover in detail below).
But what if I offer a number of different goods and services?
If you have a wide range of services that cannot be stuffed onto a single page, the solution is simple. Create more landing pages, each with its own focus. While this means optimizing multiple pages on your site, it will reap huge dividends and significantly increase your profits.
In the old days of the internet, the home page was the landing page, and it offered a broad spectrum of information. However, Google’s algorithms have effectively changed how people use the search engines. Because Google focuses on highly focused content, users also want to find exactly what they’re looking for with as little hassle as possible.
If a homeowner has a problem with a leaking faucet, and they search for “leaking faucet repair plumber,” will they find your website? If you tried to stuff all of your keywords onto one page they won’t. However, if you have a page dedicated to “leaking faucet repair,” you are going to dominate your competition.
The marketing angle, is it good copy?
Discreetly using keywords is only part of the puzzle. One of the other issues with keyword stuffing is that it results in poor copy. Large companies spend billions of dollars in advertising every year. Why? Because they understand the power of marketing.
Unless you have the budget for television advertising or a large print media campaign, your website is your only opportunity to market to consumers. When they land on your page, what are you presenting to them? Do you quickly grab their attention and make it easy for them to reach out to you?
If you can get your prospective clients emotionally invested in your content, you will have a far better chance of making a sale. To accomplish this, you will need to identify the reasons why they seek out your product or service, and understand the reasons why they may have concerns.
If your page is chocked full of keywords, not only will the optimization be watered down, but you will also lose your opportunity to emotionally invest in what’s being offered.
See my next blog, “Identify your market to create better content.”