Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Inbound Marketer’s Guide to Search Engine Optimization

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close

Learn

Access the Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Blog / Newest Insights

Jump straight to the latest inbound marketing and They Ask, You Answer insights

Access the Learning Center

Free and Pro Courses

Take your knowledge to the next level with free and Pro courses inside IMPACT+

Access the Learning Center

Recordings on Demand

On-demand recordings from past IMPACT events and livestreams

Access the Learning Center

Featured

Inbound Strategy Playbook 2022

Learn 7 foundational principles that have proven to set inbound marketing strategies up for success

Access the Learning Center

Free 5 Min. Inbound Marketing Assessment

Take this free assessment and learn what you can start doing today to boost traffic, leads, and sales

Access the Learning Center

Blueprint for a More Profitable Agency

See why coaching, not implementation, is the key to happier clients and better profit margins

Access the Learning Center

Case Studies

See examples of companies working with IMPACT and thriving with They Ask, You Answer

Access the Learning Center
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Search Engine Optimization
Close
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

The Inbound Marketer’s Guide to Search Engine Optimization
Read the Guide
The Inbound Marketer’s Guide to Search Engine Optimization
Free Search Engine Optimization Guide
View The Inbound Marketer’s Guide to Search Engine Optimization
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

Generate more traffic, leads, and sales with search engine optimization

In this free guide, you will learn:

  • What search engines are and who uses them.
  • What search engine optimization is and how it works.
  • Best practices for search engine optimization.

How to Approach Keyword Implementation in 2013

By John Bonini

John Bonini also recommends this free guide, The Inbound Marketer’s Guide to Search Engine Optimization.

How to Approach Keyword Implementation in 2013 Blog Feature

While each new year brings about new goals and aspirations, many of our business goals often remain the same, carrying on year after year.

One of them is increasing brand awareness as well as your company's overall visibility in search engines. After all, it's hard to drive traffic and generate leads

Free Guide: The Inbound Marketer’s Guide to Search Engine Optimization

if no one can find you, right?

However, because Google is constantly changing its algorithm, many keyword practices are often used well past their expiration date by companies who fail to keep up-to-date with the latest in search engine optimization, and as a result, spend valuable time and resources over-optimizing their website and marketing content only to yield minimal results.

Equally as bonehead-ish is companies who place no value whatsoever into SEO and keyword implementation, and take the 'ole "seat-of-the-pants" type approach to their marketing.

We're here to tell you that there is in fact a middle ground, and we're going over it here in order to provide you with a more focused keyword strategy for 2013.

If you're interested in learning more expert tips on strengthening your SEO, be sure to check out our free ebook "How an Inbound Marketing Agency Does SEO."

Ranking #1

It's natural to assume that ranking on the first page of search results is not only necessary, but also critical to the success of your online marketing presence.

The truth? While it certainly helps, according to HubSpot, ranking in the top three results on subsequent pages yields similar results.

The reason? Since search results have been appended with rich text/snippets and author tags, people are more likely to browse search results until they find something relevant to their need. So while ranking on the first page is huge in driving website traffic, so does ranking high on the subsequent pages.

Rankings do not always guarantee traffic and leads, so focus on the quality of your content as it relates to your keywords. And if you wind up on the second page of search results, but you're ranking high on that page, the results will be quite similar to if you had been ranking on the first page.

Exact Match?

Believe it or not, keywords do not need to be repeated verbatim in order for your marketing content to be successful. This is where many marketers and business owners get nabbed for keyword stuffing, the practice of including the keyword as many times as humanly possible in the hopes of throwing one past Google.

It doesn't happen. In fact, search engines like Google actually penalize websites for keyword stuffing, which will negatively impact your search engine rankings.

Instead, include the keywords in a manner that makes sense. Avoid awkwardly phrasing your headlines in a way that prominently displays your keyword. If it fits, fine. If not, take a more conversational approach to your keyword implementation.

Keyword Density

Asking how many keywords you should have on a page is like asking a roomful of mechanics the most effective way of reducing tire wear. You're going to get as many answers as there are people.

The bottom line is there is no exact science behind how many times you should include a keyword on a page or blog article.

There are certain areas where the keyword is a must:

  • Page title (so your readers know what they're reading about)
  • Headlines throughout content
  • Page URL
  • Once throughout content

Other than that, there's no rules. Again, the goal is to provide your target audience with clear, resourceful information that helps to solve a need. Crowding your content with keywords will only annoy your readers.

The Misconception of On-Page SEO

Here's where many marketers drop the ball.

Optimizing for on-page SEO is not a guaranteed fix. Simply adding keywords to your pages won't magically improve your search engine rankings.

Approach your SEO to focus on creating focused, quality content throughout your entire campaign. From on-page, to off-page, to the entire user experience, focus on solving your prospects needs rather than stuffing keywords down their throats.

Approaching your Keyword Implementation

In short, spend your time focusing on quality content that revolves around a specific keyword. The days of slaving over keywords and trying to stuff them anywhere it fits have come and gone.

Instead, focus on creating attractive, shareable content that has much more of an impact on brand awareness and visibility than a few keywords on a page.

The Inbound Marketer’s Guide to Search Engine Optimization
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

The Inbound Marketer’s Guide to Search Engine Optimization

Generate more traffic, leads, and sales with search engine optimization

In this free guide, you will learn:

  • What search engines are and who uses them.
  • What search engine optimization is and how it works.
  • Best practices for search engine optimization.

Topics:

Search Engine Optimization
Published on January 8, 2013

Recent Articles

9 SEO Best Practices for Stronger Organic Traffic in 2022
November 18, 2021 • 12 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
Google: Website Content Quality More Important Than Quantity
August 10, 2021 • 3 min read
How Long-Tail Keyword Research Can Drive Business
August 9, 2021 • 6 min read
ICYMI: Digital Marketing News Update for July 26, 2021
July 26, 2021 • 6 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
ICYMI: Digital Marketing News Update for July 19, 2021
July 19, 2021 • 6 min read
Google: 'Here's how to prepare for the future private web'
July 16, 2021 • 4 min read
What the Heck is Going on With All the Google Updates? (Content Lab, Ep. 54)
July 15, 2021 • 1 min read
ICYMI: Digital marketing news update for July 12, 2021
July 12, 2021 • 5 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
ICYMI: Digital marketing news update for July 6, 2021
July 6, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
ICYMI: Digital marketing news update for June 28, 2021
June 28, 2021 • 6 min read
Inbound marketing help: My traffic and leads are down — what am I doing wrong?
June 28, 2021 • 5 min read
ICYMI: Digital marketing news update for June 21, 2021
June 21, 2021 • 5 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
ICYMI: Digital marketing news update for June 14, 2021
June 14, 2021 • 6 min read
What is a Featured Snippet? [Definition + Examples]
June 10, 2021 • 4 min read
ICYMI: Digital marketing news update for June 7, 2021
June 7, 2021 • 6 min read
Google June 2021 core update live, July core update coming
June 4, 2021 • 3 min read
ICYMI: Digital marketing news update for May 24, 2021
May 24, 2021 • 6 min read
Google's June page experience core update will be mobile first, then desktop
May 21, 2021 • 3 min read
ICYMI: Digital marketing news update for May 17, 2021
May 17, 2021 • 5 min read
ICYMI: Digital marketing news update for May 10, 2021
May 10, 2021 • 6 min read