SEO For Business Owners: Your Keyword Roadmap Matters

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As a business owner getting ready for a website overhaul, you need to know how to make the most of your web marketing dollars. In the last post, you learned how modern keywords work. Now you'll see where your keywords work best.


Where you place keywords on a web page is often just as important as the words themselves. Each web page is made up of different parts, including headers, footers, and sidebars. Search engine developers create software to determine which areas give the best clues of what a page is about. Microsoft and Google both have patents on programs that screen out boilerplate language and identify the most important web content.

Page Segmentation

Content in the main body text is often more important than in sidebars or footers. By ensuring the content is in the proper segment of the page, you will strengthen your SEO results.

This is particularly important for mobile devices. Mobile-friendly layouts will often hide lower-priority segments. When you are working with your web content writer, check to see where your keywords show up. Are they prominently part of the body text? Or do they only show up in the margins or drop-downs?

Behind the scenes, your web developer can help too. By using the semantic elements of HTML5 (the language many websites are programmed in), they can clearly define the sections of your webpage, so the search engines know where to look.

Keywords in Key Locations

Within the text body there are some places that search engines pay more attention to than others. By loading keywords into those key locations, you can take full advantage of the search engine algorithms. When you are reviewing your website content look for keywords in:

  • Titles: The title of a high-SEO page should be the main keyword that page is designed to target. This won't apply to all pages (your bio page or contact page may not be SEO focused, for example), but it is a good rule for pages describing your services.

  • Headings: This larger, bolder text signals what the next part of the page will discuss. This is a good place for synonym keywords or co-occurrence terms.

  • Internal Links: Search engines pay special attention to words with hyperlinks attached to them signaling that these are important to your website.

  • Incoming Links: Your marketing team may work to place incoming links to a high-SEO page on other web pages with similar or related keywords.

Paying attention to the placement of keywords will help you make the most of your web marketing budget. Work closely with your content writer and web development team to make sure your keywords get the search engine attention they deserve.

Provisio Technology Solutions is a web development company specializing in custom web sites that meet customers' marketing and online service needs. If you want a website that works for your business, contact Provisio to schedule a meeting.