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SEO--Keyword Basics, Part 2

Keyword Content PyramidOnce you have your list of keywords for your station or ministry, you're ready to tackle some content changes (Btw, if you don't, go ahead and check out SEO-Keyword Basics, Part 1 for how to do that).

You want to make sure your keywords build a theme on your website. If a keyword is only used once--it's only a keyword. If you use it multiple times throughout a page, it becomes a topic. But if you use it throughout your site, you've got yourself a theme! So make sure your site key words are everywhere--from meta tags to content, alt tags and multi media. Then, make sure your page keywords are strong throughout the entire page, not only in certain sections.

A temptation for using keywords can either be to 1) use the phrase only at the beginning of your text or 2) contrive the phrase so the page's sentences have a lot of keywords but sound entirely un-natural. If you find yourself thinking along those lines, my suggestion falls in line with a biblical motif, "resist temptation and flee!"

A better strategy is to write content that's so applicable to your keywords that your site is saturated with your site keywords and your optimized pages are full of the page keywords in a natural way (which is, after all, the point of having those keywords be the ones you picked-they should be what you're about). Here's some recommendations:

  1. Use stemming: Basically, use variations of the word. This keeps the text interesting which is good for the user experience, makes it sound natural (which is good to avoid being marked as a spammer), and puts the content throughout your page. For example, you might use the words: broadcast, broadcasted, broadcasting. They all hit on the same core keyword, but they're variations allowing for texture.
  2. Keep it natural: If it honestly doesn't fit in the sentence, don't put it there. The point of a spider checking your content is to understand what users will see. They want to provide the best match for a user's query. If your site is packed with keywords in an unintelligible manner-it won't be what a user is looking for and it certainly won't be rewarded by the search engines.
  3. Use throughout: Make sure your keywords are all used within the first part of your content (the first paragraph). But don't stop there...make sure some keywords are found throughout every paragraph, giving context to your content and helping spiders see that you really are an expert in the area you're talking about on the page-whether it's quality programming, radio listenership, community outreach from your station...you've got to have your keywords throughout the text.

So with all the other things on your desk, what could you do now for SEO that's not going to make it impossible to managed the other jobs you've got going? Simple...read your website content on the pages you're optimizing. If your page keywords aren't throughout and used in a variety of context, revise it. It's a great first step. Make it a goal to review one page a day and change it, only using 30 minutes. Keep doing this process until you're satisfied that your content truly reflect the keywords you're optimizing for.

Carolyn Kim
Ambassador Agency. We Connect. Ministry and Media.

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