It’s not uncommon that Google will rank a page for keywords other than those we are trying to target. It can be frustrating, but there are ways to guide the Google bots in the right direction and ensure your pages are being indexed and ranked for those juicy keywords and phrases you want – But how?
Well, to put it simply, it’s important to ensure that your page is optimised correctly, but of course it isn’t as simple as it sounds. There is a thin line between optimisation and over-optimisation; the former giving your site the benefits you’re looking for, whilst the latter can have negative results.
Here are a few guidelines to help you optimise for the keywords you want, whilst keeping your optimisation efficient and below the threshold of over-optimisation.
Step one in your process should be to find out where your pages are currently ranking for your target keywords. This will give you a starting baseline with which to compare your future results. Easy peasy!
You can either do this manually, via searching Google and noting down your positions, or using a tool that will automate the process, usually on a daily basis.
Research Possible Variations
Using Google’s Keyword Planner, you can discover variations of your target keyword, such as long-tail keywords. This tool will also notify you of the competition for each of these keywords, which is important data to utilise during your campaign.
You can also use Google itself, by typing in your keywords and making a note of the Keyword suggestions that are provided. The results on page one and the ‘related searches’ at the foot of the page are also useful information.
Optimise your On Page SEO
Back to basics! Whilst optimising your on page SEO isn’t as simple as it sounds, there are a few areas you should take a look at as a priority:
Meta titles – ensure you include your target keyword(s) and phrases in your meta title, but refrain from keyword stuffing; be organic!
Meta Descriptions – It is Google’s decision whether they show the meta description on the SERPs or not, but by providing a custom description for each of your pages you are certainly giving yourself an advantage
H1 Tags – It is important that your page only contains one H1, and ideally this H1 contains your keyword(s) whilst also avoiding keyword stuffing.
Content – Content is king! Original, quality content that is. Keep your content relevant to the topic of your keywords, and once again avoid keyword stuffing. Ensure your content is formatted and presented in the best way possible.
Schema – Utilise rich snippets and schema markup to aid Google in understanding what the content you are offering is actually about.
These are just a few guidelines to consider when you are optimising your web pages for particular keywords and phrases. It is important to note that when you have tweaked your pages, it may take a little time for Google to notice and process these accordingly, so be patient and monitor your ranking positions carefully. Lastly, remember not to over-optimise!
Optimise Your Off-Page SEO
Whilst the above are changes that can be made to your own website, it can be very effective to build your off-page SEO signals as well. External links are a great way to start this; utilise trusted and relevant web pages and drop your backlinks onto them. It’s important to note that this must be an organic process that adds value to the other websites content, do not try and trick the system and by all means avoid link farms! Likewise, ensuring your website isn’t being linked to by unscrupulous websites is a must.
Get a FREE Keyword Ranking Analysis Report
Do you know what keywords or phrases your website is currently ranking for? Get in touch with us below and we’ll gladly send you a complimentary report with a breakdown of your target keywords and the search terms you are actually ranking for.
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