When I start working with new SEO clients, almost 100% of them are shocked (and sometimes frustrated) by the keywords Google ranks them for. 🤯
Most clients think Google will find them based on their brand name and a couple of expertise keywords—who they are and what they do. But, that’s often not the case. 😬
The Surprise of Irrelevant Keywords
Usually, the top 10 ranking keywords for new clients are completely unrelated to their actual services and how they help their clients. This can be perplexing and frustrating for business owners who expect their carefully chosen brand and service-related terms to drive their search engine traffic. So, why does this happen?
Understanding Google’s Keyword Choices
Google picks keywords for site ranking by considering two key factors (among others, but these are crucial and straightforward):
- The Keywords the Site Owner Tells Google to Rank the Site For: This involves the strategic placement of keywords throughout the website. Google relies heavily on the signals provided by these keywords to understand the content and purpose of your site.
- The Keywords Users Google and Then Engage With on the Site: User behavior plays a significant role in keyword ranking. If users frequently engage with your site after searching for specific terms, Google takes note and may rank your site for those terms, even if they aren’t directly related to your business.
Controlling Your Keyword Destiny
While we can’t control what people search for, we have complete control over the keywords we tell Google to rank us for. 🎯 Here’s how to strategically place your keywords to ensure Google understands how you want to be ranked:
1. SEO Title
The SEO title is one of the most critical places to include your keywords. This title appears in search engine results and can be longer than 60 characters, as revealed by industry insights. Crafting an effective SEO title is crucial for communicating to Google and users what your page is about.
Example:
- SEO and Social Media – Increase Brand Awareness – Search Engine Optimization and Social Marketing – Clapping Dog Media
2. Page Title
The page title should be different from the SEO title and should also include relevant keywords. This title is what users see on the top of their browser window or tab, and it provides another opportunity to tell Google what your page is about.
Example:
- Social Media SEO: How to Rank Higher on Social Media and Google
3. Headlines
Using headlines effectively can make your content easy to skim and understand quickly. Headlines should include keywords and provide a clear structure to your content, guiding both users and search engines through your page.
Example:
- How Does Social Media Affect SEO?
Additional Tips for Keyword Placement
- Meta Descriptions: Although not a direct ranking factor, meta descriptions influence click-through rates. Include keywords naturally to entice users to click on your link.
- Body Content: Distribute your keywords naturally throughout your content. Avoid keyword stuffing, which can lead to penalties from Google.
- Image Alt Text: Use keywords in the alt text of images to help search engines understand the content of your images and improve your site’s accessibility.
- URLs: Including keywords in your URLs can provide additional context to search engines about the content of your pages.
Conclusion
Understanding and controlling the keywords your site ranks for is crucial for effective SEO. By strategically placing keywords in the SEO title, page title, headlines, and other key areas, you can guide Google to rank your site for the terms that matter most to your business.
If you find yourself frustrated with the keywords your site currently ranks for, take a proactive approach to keyword placement. With careful planning and execution, you can improve your site’s relevance and visibility, driving more targeted traffic to your business.
By mastering these strategies, you can ensure that your site ranks for the right keywords, attracting the audience that truly needs your services.
