Keyword Placement

Good Keyword Placement helps Search Engine Ranking

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Keyword placement for best Search Engine Ranking

Background to our Keyword Placement Strategy

Keyword placement is a vital aspect of optimizing the search engine ranking for your site.

In the previous tutorial we looked into how to choose keywords, and proposed that you choose up to two key phrases (a primary and optionally, a secondary) for each page of your website.

Search engines employ a "robot" or "crawler" to crawl though all websites, looking at the contents of each page. The crawler "indexes" each page, which means it makes an entry in the search engine's index. This index entry shows the specific search terms which it found to be prominent on the page.

In fact, the index entry must show how relevant the search term is to that page, so that it can compare one page with another (from a different site maybe).  Therefore it must calculate a "score" for each search term and page, to facilitate subsequent search engine ranking.

Easy Website Primer's Keyword Placement Algorithm

So, if you were a well-bred crawler and you came across a new web page, how would you decide what specific search terms you would link to this web page in your index, and what "score" you'd give to each one?

You'd start by looking for any phrases that occurred (and especially that were repeated) in various places on the page, wouldn't you? Places like these (in descending order of importance):

Then if you found a particular phrase, in any of the above areas, you'd add a weighting factor (points) for that area into the score for that key phrase.

I can't tell you how the weighting actually works for the various search engines, or what additional rules they apply. Each search engine crawler works differently and the methods are all secret. But if it were done according to this table, then you'd know how to calculate the search engine ranking score for your keywords yourself, wouldn't you?

Using the EWP Keyword Placement Algorithm

I suggest that the algorithm proposed here will work quite well enough in practice for you to use it as your guide to keyword placement, even though it isn't the same as the ones the search engines actually use. To use this algorithm for keyword placement...

Place your key phrases, where they will score the most points, according to the table. Then calculate the score for your primary key phrase and for your secondary key phrase (if you have one).

For each key phrase do not add more to your score than the Maximum Points for any particular location, no matter how many repeats you find.

Make sure you place your primary key phrase in the Title Tag, and in the first 100 words of your general text.

Aim to score at least 50 points for your primary key phrase, and at least 20 points for a secondary key phrase. Higher is better. (Maximum is 87 points).

I'm hoping that some kind person will write a freeware program to calculate the EWP Keyword Placement Algorithm score for any web page. Please contact me if you're interested.

Use the table without the algorithm

If keeping score doesn't appeal to you, just place your primary key phrase in each location in the table. Start at the top of the table and miss out as few keyword locations as possible.

Make sure you use your key phrase often in your general text.

Do the same with your secondary key phrase (if you have one) but don't try quite so hard.

Search Engine Ranking isn't everything

One last thought. You went to some trouble to write content that would be easy to read, useful and relevant to your visitors' needs. Maintaining those values should be your first priority. So when you seed your page with key phrases, be careful not to spoil it.

Try to add your key phrases in so natural a way as to improve your page content. Avoid overuse of key phrases. High search engine rankings are not worth alienating your visitors.

That brings us to the end of this tutorial on keyword placement, and of the Create Content section of our course. In the next section we learn about publishing our site...

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More Articles on Keyword Placement:

Yahoo Help: Where to include keywords

Internet Marketing Websites:
Strategic Keyword Placement

Aerin: Keyword Placement

Developer Resource: Keyword Placement Tips


 

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For best Search Engine Ranking, Keyword Placement is "key"