Content is an essential part of search engine optimisation in the UK and, indeed, the world. Most searches carried out by users are informational in that they are searching for information only and not directly for a product. It is important to attract these users to your site for a number of reasons. Perhaps the most obvious is that attracting users to your site for information serves as advertisement, helping ensure your brand stays in the mind of the potential future consumer. Alongside this, producing quality content also helps you show you are authoritative, which attracts more users and helps ensure you rank well in the SERPs.
In order for content to be effective at attracting users and improving rankings, you need to target keywords. Your keywords should target words or phrases commonly searched by users so you can attract a certain audience. Sometimes these keywords are very generic, other times they are more specific; it all depends on who exactly you are targeting. Whoever is helping you with search engine optimisation in the UK will be able to give you guidance on which keywords to target, and consulting an SEO company may be a good idea.
Once you have chosen your keywords, you need to place them in your content in various appropriate places. It is important for you to include your keyword as often as possible without ‘stuffing’ the piece. Including your keywords often shows Google and the users that this piece is relevant to that search term, and will therefore help direct users to your page. Including your keywords too often leads to keyword ‘stuffing’, where the placing of the keyword looks unnatural and negatively affects the experience of the user. Since Google aims to improve user experience as much as possible, you will not rank well if your content does not match the needs of the user. If you keyword stuff then you may also have a high bounce rate as you are not satisfying user needs.
In order to target your keywords, therefore, you should place them in the URL, title, H1 tag, meta description, image tag and body of content. How frequently you use them depends on what the keyword is, but once per 100 words is enough. For example, if the key word is simply ‘dog beds’, then in an article about dog beds it will naturally occur very frequently. If the keyword is ‘dog beds with covers’, on the other hand, then it will be more difficult to get it in and it should occur less. The key here is whether it appears natural – if you aim for 1 per 100 and it occurs more by accident then it is clearly natural usage.
If you would like help choosing your keywords, or more advice regarding search engine optimisation in the UK, then talk to someone at Digital State Marketing today.