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Get Found in Google (Part II): What to Do on Your Website

ACTIVE Network
November 5, 2020

Now that you have your keyword list created (see part 1 about how to find the right keywords), it’s time to start putting them on your website in the right places. Use your categories of keywords to organize and update your website into more organized groups. From there, you need to make a new page for each keyword that isn’t covered on your website and re-do pages that can be tailored to target other keywords. This way, you can target one keyword per page on your website.

Google reads individual pages of your website and will send traffic directly to a page that best fits a search. When you have a plan in place for new pages and a new menu, follow these steps to optimize one page with one or two keywords that fit.

Places the keyword should appear:


One of the first places that search engines scan is the URL, or web address. Google trusts that the URL of a web page will describe that page accurately. Here’s what your URL should look like:


Page title

Also known as the Meta title in HTML-speak, the page title is another place that search engines look to find the topic of each web page. When you are on a website, look up at the top bar – that is the page title. You should put your keyword here.

<title>Keyword Phrase | Company Name</title>

Page description

Also known as the Meta description, this is a short section of your website’s code where you get another opportunity to describe what searchers will find on this page. When you perform a search on Google and view the results, check out the short description provided for each listing. You’ll notice that whatever you searched will appear in bold in that description. A good page description helps attract searchers to your listing on Google.

<meta name = "description" content = "Our organization helps people find this keyword and accomplish this keyword phrase." />


Headers are the titles within your web page. Search engines see H1 (header 1) title tags as the most important title within a web page. For you website, this should include the keyword:

<h1>Keyword Phrase Here</h1>.

Image file names

It’s important to have images on your website because pictures are pretty to look at and they give you another opportunity to further describe your web page to search engines. For images used on your website, here’s how they should be saved:


Image alt tags

Since search engines can read text but not images, you need to describe images in search engine language. That’s where the alt tag comes in. Depending on how your website is built and updated, you’ll find an area to describe images in an “alt tag” or “alt section.” Whereas the file name is image’s online address, the alt tag is just a short phrase to describe that image. Make sure the image relates to keyword, though. You might get a slap on the wrist from Google if it doesn't. Here’s an example:

<img src="keyword-phrase.jpg" alt="Keyword Phrase and description" />

First paragraph of content

Make sure the first paragraph on your content includes the keyword. Google knows that well-written introductions should cover the main topic.

Throughout content

Mention the keyword when possible throughout all of your content. Do not, however, stuff it in everywhere. Search engines don’t like that and neither will your readers. It is generally recommended to make sure your keyword phrase represents less than 5% of total content on that page. For example, do not mention your keyword more than five times if you have 100 total words on the page.

On top of links

Your website is likely to include lots of links. Your website menu is full of links to other pages on your site, so keywords should live in there. Rather than pasting the link directly in the content, add the keyword to sit on top of the link so that people click on the keyword to reach the correct web page. Search engines factor those links and “anchor texts” into their rankings. Here's an example: Learn how to do keyword research in part I.

Support the main keyword with other relevant phrases

Search engines hate to be tricked. For example, they don’t want you to optimize a web page about bicycles for “dress shoes” just to try to get your site on the first page of search results. So what you should do is make sure your content all relates to the keyword and support it with relevant phrases. For example, if your main keyword is Chicago recreation, make sure you mention Chicago and recreation individually.Now that you have your one page optimized, apply this process to your other pages. Create new pages where new keywords need a home. From there, you’ll have a highly optimized website and you'll eventually get more people to see what you're doing and participate.

SEE ALSO: How Memorable is Your Domain Name?

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