Website Optimization | Working With Keywords. Search engine optimization (SEO) is necessary for website promotion and promotion. In order for search engine optimization of sites to be effective, it is important not only to correctly select keywords for promotion but also to optimize their use on the site.
Keywords should be selected carefully. Not only the position of the site in the ranking of search engines but also the overall effectiveness of the site depends on how correctly the keywords for the site are selected. Incorrectly selected keywords do not lead to targeted visitors to the site, do not attract potential customers or buyers and, therefore, are useless.
Website optimization should take into account many important indicators and parameters. For example, the choice of keywords for sites depends on the frequency of queries that users enter into search engines. According to this criterion, search queries and keywords related to them can be divided into three main groups:
The so-called high – frequency queries – HF – are queries consisting of one, less often – two, words that are most often requested by users of search engines. Moreover, the “high-frequency threshold” may be different for different subject areas. Website optimization for such requests is difficult.
Accordingly, mid-frequency (MF) is requested with an average request frequency for a given subject area and low-frequency ones with a low one. Low-frequency queries, as a rule, consist of 3 or more words. Optimization of sites for low-frequency queries is the most simple and affordable.
Site pages must be relevant to the desired keywords. This means that there should be enough keywords in the content of the site so that their ratio with the total number of words is optimal.
An indicator that takes into account how often a given keyword occurs in a certain volume of the entire text of a page is called the density of the keyword. Keyword density is defined as the ratio of this word to the total number of words on the page and is measured in percent.
The keyword density index on the page is taken into account by search robots, and therefore SEO experts are trying to increase this indicator to the maximum possible. However, too high a density of keywords negatively affects the position of the page in the search results, because the oversaturation of text with keywords is perceived by the robot as search spam – as a result, the page is pessimized (i.e., loses its position).
How is website optimization done when working with keyword density?
To prevent ineffective results, site optimization in terms of keyword density should be carried out competently. An acceptable range of values is about 5-7%. Pages with a lower content of keywords are not relevant enough, and with a large one are determined by spiders as search spiders.
In addition to the correct choice of the frequency of using a keyword on a page, site optimization also includes work on positioning keywords in the page text. How should the term “positioning” be understood?
The presence of keywords in all the elements of the page that are significant in terms of ranking is positioning. In particular, the presence of a keyword in the <h1> – <h4> tags, in the <title> tag, in the <keywords> and <description> meta tags, as well as highlighting keywords with <strong> or <b> tags, will increase weight “of the keyword, i.e. its importance in terms of search engines.
The described methods of working with keywords by no means exhaust the concept of “website optimization”, but at the same time, they are simple and accessible to everyone.