Aro Digital SEO Series #3 - Content Optimisation
Content Optimisation
Last week, we had you trawling the depths of Google for keyword data.

Out the back end of that, you probably ended up with a short list of keywords that are super relevant and valuable to your business.

Today's blog is all about how to use those keywords on your website in order to rank highly on Google for them.
 
Including your Keywords in Page Text
Page text (as the name may suggest), is the text present on a page. While in theory quite simple, there are a number of different aspects to consider.

1.) Amount of text
How often are your keywords being referenced on the page?

2.) Placement of text
Where on your page are these keywords being referenced?

3.) Readability of text
How does your text flow? Optimising for SEO is great, but it's important to remember the purpose of this text - for human consumption (not a robot crawling your site).

Let's dive into these points in more depth.
 
Amount of text
You may have been told that SEO is about how many times your keyword is presented on a page, while this is correct in some regards there are many more factors that come into play. 

The ideal number of times to include a keyword on any page is roughly 5-7 times. Any less and you run the risk of appearing irrelevant in Google's eyes. When you start to hit the 9+ count, you start to fall into “keyword stuffing” territory.

What is keyword stuffing?

Keyword stuffing is an outdated SEO technique, all about squeezing as many of your keywords onto a page as possible. As SEO has evolved, so has Google's ability to detect & analyse page text. If you’re keyword stuffing this will be picked up by Google, and this could have a negative effect on your rankings.
 
Placement of Text
The amount of text isn’t the only ranking factor for SEO, it’s also important to consider the placement of said text.

For example, including your keyword within the page title is going to be much more beneficial (from an SEO perspective) than including it within your body text. And if you think about this, it actually makes a lot of sense. If a bot crawling your website sees a keyword in a title, or header it becomes immediately obvious that this page must be quite relevant to that term - right?

The next consideration is how high on your page are these keywords being shown. The higher up on your website your keyword is included, the more influence it’s going to have from an SEO perspective. Again this is as it’s indicating this term is quite relevant to this page, as it’s included higher on the page (generally where the most important content sits).

This doesn’t mean you should only include keywords in titles, and at the top of the page - it’s just important to understand that placement has an influence on ranking.

To help you with placement, we like to think about something called the rule of THUMB.



The rule of thumb is the holy grail of SEO, and provides you with a guide as to where you can include your targeted keywords. To fully optimise your page for SEO, we would recommend trying to include your keywords into each of these points

See an example on our website below:




Our keywords “Aro Digital” and “Digital Marketing” have been included throughout all elements of our page.
 
Readability of Text
This is something often missed out on in SEO guides, but it's important to remember the purpose of the text you’re writing. What is the purpose of page text?

The purpose is to simply & effectively communicate your message to an audience. 

A good SEO copywriter will include text throughout a page, without impacting the quality of that text. At the end of the day, you can have a beautifully optimised SEO website - but if your content and writing is poor you’re never going to generate any results.

Time on page is one way Google measures how relevant/effective your website & it’s content is. A higher dwell time (time on page) is influential for your SEO. On the flip side, if people are bouncing (leaving) your website immediately, this is indicating to Google your content may be of poor quality.
 
Bonus Tip
One of the most underutilised spots on a website is the footer. Why is a footer valuable?

Think about this this way. A footer is on Every. Single. Page. It’s a great place to sneak in some further keywords.



If we look at the homepage for Aro Digital, you can see it's jam-packed full of SEO goodness.
Specific things to note here:

1.) Service pages being linked out - not only great to help users with navigation, but also more mentions of these keywords.

2.) Our snippet of text (down the bottom left). This includes our most valuable keywords, “Aro Digital” & “Digital marketing Wellington”.


In terms of Storbie, you can easily create a master footer for your website that will be used across all of your pages! 

1.) Navigate to the Master Pages section of your website's settings


2.) Click on 'Edit Page Master'

3.) From here, you are able to adjust the master content for you page - Including the footer where you will now want to add links:


So, you should now have a good idea of your keywords, and where to place them on your website. You’re well on the way to having an SEO optimised website 🎉

What’s next? Next blog we touch on Google my business - how to set-up & optimise your listing to get complete SERP (search engine results page) domination.
 
Keen to learn more about SEO?
Find out more about Aro's SEO offering here.