SEO 101: The 3 Keys to Rank No. 1 in Google
While the "perfect" target keywords include both high search volume and high relevance, those can be tough or even impossible to find. For now, focus on those that hit a "bullseye" for relevance, even if the search volume is not quite as high.
Once you have a list of target keywords, you need to make sure Google considers your website as relevant to those keywords. At one time, "keyword stuffing," or unnaturally forcing the keyword all over the site, was a common strategy. Today, this action is penalized with lower rankings. Instead, focus on naturally incorporating the keyword where it makes sense. There are two steps to improving your relevance:
- A) Website Structure: Match one keyword to each page of your website. This keeps the focus clean and helps Google recognize that the page is relevant. For your homepage, focus on your "dream" keyword—the one word or phrase that best describes your business and for which you would love to rank No. 1.
- B) Page Elements: Each web page contains numerous areas where you can add your keyword. These include the Title Tag, Meta Description, Header Tags (H1, H2, and H3), and Body Copy. Remember to use the keyword in the Title Tag and Meta Description, and to incorporate it only where it naturally fits in the Header Tags and Body Copy.
Convincing Google that your website and its individual pages are relevant is not enough. You also need to demonstrate that you are a trusted authority on your particular target keywords. You do this by building your site's reputation.
Traditionally, the best way to build reputation was through hyperlinks from other sites to yours. While this still remains very important, many old-school link building tactics are now penalized by Google. You need to focus on organic, natural relationships with other websites, rather than simply going on a campaign to build as many links as possible.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.