Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

How to Approach Keyword Implementation in 2013

How to Approach Keyword Implementation in 2013 Blog Feature

January 8th, 2013 min read

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 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.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE