Keywords – The foundation for your SEO strategy, part 2

In Part 1 we covered how to choose your keywords. Now that you’ve got your list, you’ll need to match them to your content.

Step 1: Match keywords to pages on your site

Matching keywords to a specific page on your site is the aspect of your SEO strategy that will connect your customers with the content they’re searching for.

When initially breaking up your content into pages, keep in mind that you’ll only be optimizing each page for a maximum of two words. This means you can include all your products and services on the same page, but it better be a high level overview page optimized for the high level categories. Each of your products or services will then have its own dedicated page, which will be optimized for its own two keywords.

Step 2: Include your keywords in your content

When writing the content for your pages, ignore any advice that tells you to include X number or X% of keywords per page. Write your content for your intended audience. Put keywords (and secondary keywords) where they make sense. That being said, if your keywords don’t make sense on the page, you may want to reconsider the keywords or to which page they are matched.

Make sure to include enough content. No need for a 2,000 word dissertation; copy between 100 and 500 words should be more than enough. Just make sure your page is a good match for the search words you’re targeting.

Step 3: Sprinkle keywords in page elements

To help search engines recognize your page as a good result for the keywords you have chosen, there are several additional places you can add your keywords:

  • Headers
  • Page titles
  • URL
  • Picture and file names

Headers are the in-content titles that help break your content into sections that users can scan. Most internet users don’t read online content, they scan it. Then, once they’ve found what they’re looking for, they’ll dig into the actual content. By including headers you not only make your page more search engine friendly, you also make it more user friendly.

Page titles are those titles and descriptors you find at the top of the browser window or page tab. If you use tabs in Firefox, Chrome, or Internet Explorer we’re sure you’re familiar with these. The page title is what appears on the tab and tells you which-page-is-which when you switch back and forth. Search engines take these titles into consideration when rating your page, so use it to your advantage.

The URL is the web address for your site. For example, Hallett Peak Copywriting’s URL is When deciding how we wanted to refer to our business in our marketing materials, we decided to use two versions: our full name, Hallett Peak Copywriting, and the shortened version, HPC. As such, HPC ended up in the URL. We also include one of our keywords in the URL for each page – like the sample pages. Each of the URLs for the sample pages includes a keyword describing the type of sample, like

Picture and file names include all documents, illustrations, and photos you include on your page. So instead of naming that picture “IMG_00921” give it an actual name like “hpc_tri-fold_brochure.” Renaming every file and picture on your site and updating the corresponding links may be rather tedious, but it will boost your SEO ranking.

The Results: Better SEO rankings

Following the advice in part 1 of this post will drive quality traffic to your site. Following the advice from part 2 will boost your SEO ranking and get you more of those quality leads.


About Julie

Co-founder of Hallett Peak Copywriting.
This entry was posted in keywords, Marketing, SEO. Bookmark the permalink.

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