Each of your webpages should have one purpose. Determine what your page’s main purpose is. What is the call to action?
- Contact your business
- Sign up for your newsletter
- Understand your business’s offerings
- Register for an event
Ask yourself what type of page this is:
Is it a landing page for a specific topic?
Is it an anchor page with a broad overview of multiple topics?
Finally, ask yourself what your audience would search in order to find this type or information on your webpage. Make a list of these terms.
Afterwards, use a free tool such as Google Trends
or Google Keyword Planner
to determine how relevant these search terms actually are. If you are interested in a paid SEO tool, try SEMrush
Using SEO Tools
Generally, SEO Tools will display the search frequency and competition of the keywords. Search your list of words and determine the results. You are looking for a term with a high search volume. However, you do not want a term that is so broad that it does not fit the specific purpose of your page. For example, if I have a page called "How Banks Can Use CRM," I would not simply use "CRM" as a search term. I would find more qualified and interested visitors if I targeted "bank CRM" or "banking CRM" instead. Another metric is "Competition." If Competition is high, this means that many other pages are attempting to rank for this term. This implies that this keyword is desired by other businesses. A Low competition means that fewer pages are attempting to rank for the term.
General Tips and Terms to Know
This determines how relevant your page is to the term they searched. If you have a high bounce rate, you will be ranked lower in the search results. To combat a high bounce rate, make an authority page full of relevant content that will coax the reader into scrolling further. If your content is not superb, you will not rank in the search.
These are links that you place within your webpage’s content that send them to a different webpage.
Authority page: A page that is very respected within the area that you’re targeting. For example, if your page is about CRM software, then an authority page would be Salesforce or HubSpot. If an authority page has an outbound link that sends visitors to your website, this will vastly improve your SEO.
Optimizing Your Webpage
The next step after determining your keyword is optimizing your webpage to match this keyword. If you are using WordPress, a free plugin that works well is Yoast SEO. Yoast SEO analyzes your content and explains how you can improve your SEO. Here is a list of general best practices:
- Match the title of your page to your keyword
- Include the keyword in your search engine snippet
- Add outbound links to authority pages
- Have relevant content that hooks a reader onto your page