Marketing Monday is a weekly-ish feature where we navigate the deep, dark and most likely leech-filled jungle that is marketing strategy.
Welcome back to our SEO extravaganza!
Yes, that’s what we’re going with.
If you remember last week, we went over the importance of keywords and phrases for SEO (and if you don’t remember or somehow managed to block it from your mind, click here and reopen those wounds). This week, we’ll be discussing what you do with that treasure trove of keywords you came up with.
We all know that websites have gaggles, oodles and scads (someone bought a thesaurus!) of content, from multimedia stuff like podcasts and videos, to blog posts and content, to shopping carts, and those are easy enough to sprinkle with your keywords. But, a website also has lots of other stuff happening that you may not think of immediately. There are meta tags, meta descriptions, anchor text (also known as link text), titles, and headings, all of which desperately need your keywords. And while that may sound a bit dramatic, keep in mind that search engines prefer to pull their keywords and phrases from these more “summarizing” areas of your website, and especially from title tags (the summary of your website that is on most webpages, also known as the tagline).
But that’s not to say that you should neglect your content (besides, you know, content is the reason one has a website in the first place). Search engines also pull their results from the first 200 words of page content, so much like a conversation with your local law enforcement, you want to get your main point out of the way first and then go on to specifics a bit further down.
What if I’m more of a social media user? Do these keywords work there too?
Sure thing! Here’s how you want to go about that:
Twitter: put your keywords in your bio in your biography section.
Facebook: Use most liberally in your “About” tab, and you can also put your keywords in your page’s “Category,” “Short Description” and “Long Description” sections.
Pinterest: Add keywords to your “About You” section.
Instagram: Use your keywords in your bio section.
LinkedIn: Stick in keywords anywhere you can, from your current job title to professional headline to any other sections you might use. If you’re working on your company page, be sure your keywords are in your company description, company specialties and company industry.
Google+: as we covered in our social media post, Google+ is huge for Google SEO. So even if you don’t use it much, be sure you at least have a profile. You’ll be adding your keywords pretty much anywhere. Start out with your tagline, intro, and category, and then add to your occupation and skills sections.
What If I just smash together, like, 50 keywords and stick them on a page? I hacked the system!
That would make you spam, my friend; and, not even the kind that’s delicious in fried rice. Search engines see things like that and assume you’re a spambot, and will ignore you accordingly. Subtlety is important. It also delves into the murky waters of Black Hat SEO, which is something we’ll be getting into more next week in Part Three: Ethics and Hats. Why the hats? Stay tuned!
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