In my last two posts, we learned how to select the right core keywords and how to add the right geographic modifiers to take advantage of local online marketing. In this post, we’ll walk through the various elements of search engine optimization (SEO) and how to use the right local keywords to optimize web pages for a local business web site.
The five primary areas where you use local SEO keywords are:
1. Title tag
2. Meta description tag
3. Meta keywords tag
4. Page content and H1 tags
5. Internal and external links
Let’s go through each of these and learn what they are, where they can be seen, and the guidelines for using keywords in each.
TITLE TAG
What it is
The title tag is one of the most important elements of a web page for search engine optimization. It serves as a key indicator for what your web page content is about and it is visible in the search results.
Where you can see it
In the browser: This is visible at the top of your browser window
In the web page code: Located in the <head> section of the page code, the title tag can be found between the <title> and </title> tags.
In the search results: The title tag is seen as the blue and clickable part of the search results in a Google search
Guidelines for Writing Title Tags
- Use your primary keyword once
- Use one secondary keyword once
- Title tag length should be about 65 characters
- Include your company name at the end
- Make it attractive to a searcher so they are more likely to click
META DESCRIPTION TAG
What it is
The meta description tag is a short description of what the web page is about. It is an SEO factor, but more importantly, it often shows up in the search results as a web page’s description.
Where you can see it
In the browser: The meta description tag is not visible in a web browser when viewing the page
In the web page code: Located in the <head> section of the page code, the title tag can be found after the tag <meta name=”description” content=”
In the search results: The meta description tag is often visible in the search results as the description for a web page located under the blue and clickable text.
Guidelines for Writing Meta Description Tags
- Use your primary keyword once
- Use two secondary keywords once each
- The length of your description should be about 150 characters (including spaces)
- Include a call to action or include special promotions, offers, etc.
- Include your company name
META KEYWORDS TAG
What it is
The meta keywords tag is really just a list of keywords that you think match the content of your web page. While Google no longer uses this tag as a ranking factor in their search results, it still can help with optimization in Yahoo! and Bing, and can help a web site’s internal search engine find the right results.
Where you can see it
In the browser: The meta keywords tag is not visible in a web browser when viewing the page
In the web page code: Located in the <head> section of the page code, the title tag can be found after the tag <meta name=”keywords” content=”
In the search results: The meta keywords tag is not visible in the search results
Guidelines for Writing Meta Keywords Tags
- Use the primary keyword along with variations
- Use your two secondary keywords along with variations
- Use other secondary location keywords
- Maximum length should be no more than 20 keywords
- The keyword (or keyword phrase) should be separated by commas
PAGE CONTENT AND H1 TAGS
What it is
The page content is the text you see on your web site (not including the text in the images on the web page). <h1> or heading tags are a page style that makes text more prominent on the page.
Where you can see it
In the browser: The content on a web page is what is primarily seen in a browser window. H1 tags often appear as larger headline text on a web page.
In the web page code Usually the content between <p> tags. H1 tags are seen as the text between opening and closing <h1> tags.
In the search results: The page content is usually not visible in the search results.
Guidelines for Writing H1 and Page Content
- For heading tags, use you primary keyword once
- Make sure your heading makes a visitor want to read more of your content
- Make your heading brief
- In your page text, use a minimum of 300 keywords per web page
- Repeat your primary keywords about 6 times on the page
- Repeat two secondary keywords about two times each
- Spread the keywords naturally throughout the content
- Make the content readable (write your content for readers first, search engines second)
- Make sure your text drives your visitors to convert into leads, sales, registrations, etc.
LINKING TEXT (INTERNAL AND EXTERNAL LINKS)
What it is
Linking text, or anchor text, is the text that is clickable to take you from one web page to another. This text can take you from one page on a web site to another page on the same site (internal linking) or from one web site to another (external linking)
Where you can see it
In the browser: Any text that is clickable (traditionally it is blue and underlined text)
In the web page code: Can be seen in the code like this <a href=”http://www.yourwebsite.com”>Anchor Text</a>
In the search results: Anchor text is not shown on the search results page, but is a factor in how a web page ranks.
Guidelines for Anchor Text
- Use your primary and secondary linking text for different links to your web pages
- Vary your anchor text using variations of your primary and secondary keywords
- If it is an image that is linking to you, put your keywords in the alt image tag
Kutenda’s Lead Generation Tool Can Help
If you are looking to optimize your web site for localized business terms, Kutenda’s lead generation software can help. Our built-in optimization tools can help you research and implement local search keywords that can help you rank for the right keywords. Make sure to check out our product demo to learn more.
James,
I also recommend optimizing alt tags with targeted keywords.
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that feature is not available yet. Google's geographic targeting feature allows you to target only one specific location for any …
more information get and SEO optimization strategies or using them in search …. of online advertising at a more geographically refined or local level. …
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