How to Optimize Your Marketing Communications for Google
25 Jan, 2013
If you are publishing webpages, blog posts, press releases or other marketing communications on the web and getting traffic from Google is important to you – this article will help you tweak these items for maximize Google-ranking benefit. We’ll go through each type of online marketing communication and give you the do’s and don’ts so you’ll be a master at optimizing your content. This article assumes you have decided which keywords you want people to find you for on Google.
Website Pages and Blog Posts
To help Google know to send people to your webpage for certain keywords, you need to make sure your webpage is “optimized” for those keywords. Optimizing a page is a bit simpler than it used to be. Google has evolved to look at many things in order to decide on where to rank your webpage:
Your page title is the most important item you can optimize. The title is the label that shows in the very top of your browser.
It’s also the heading of your Google listing.
It’s easy to optimize this title:
- Put up to 3 keywords in the title
- Add a dash (-) and have the name of your company
- Keep the whole title to 69 characters or less.
(Google and many other search engines only show up to 69 characters.)
- Make it easy to read for humans. If the title seems “weird”, remove a keyword. It’s important that people can quickly read it and understand what the page is about.
Example of a good title:
“Website Planning, Web Marketing Strategy – Effect Web Agency”
Examples of bad titles:
- “Welcome to Company Name”
- “Company Name” (only shows the company name)
- Services (not description or helpful to Google)
The headings on a page are the enlarged labels that sum up the content underneath. Google looks at the heading to understand further what this page is about.
- Keep the headings human-friendly. This is very important.
- See if you can get one of your keywords in the heading and still make it sound natural.
“Dog Training with Lasting Results”
“Dog Training, Dog Obedience, Dog Fences, Puppy Preschool”
It’s clear that this heading favors Google’s robots rather than people. People don’t like it. Your customers are humans. Write for them.
Page Body Text
Include your keyword(s) again within the text of your page. Once or twice is plenty. Gone are the days of cramming text full of keywords. Google has realized that having a keyword on your page more times than a competitor doesn’t necessarily mean you are more relevant. Truthfully, having keywords too many times on your page can actually hurt your ranking if Google thinks you are ‘keyword cramming’. Just write for your human audience