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LESSON FOUR .:: What to do with the Keywords - How to use the Keywords ::.

Before we proceed in this chapter I want you to know that SEO after all is the game of Keywords. Good SEO is differentiated from a not-so-good SEO by the ways in which the keywords have been put to use.

There are a lot of ways in which keywords can be used to optimize a webpage or a website but if this usage of keywords is improper then it harms the website more than it helps. I have been saying this repeatedly that "there is no scope for mistakes in SEO".

Now lets first learn the ways the keywords can be used and then I'll tell you what to do and what not to do. In the mean course I'll be discussing some other interesting stuff about Search Engines as well.

How does a Search Engine read a Web Page?
The reading work for a Search Engine is done by its spider. So it's the spider which actually reads a webpage and extracts the information and the keywords for a particluar page and returns all this data to the Search Engines database.

The manner in which a webpage is read is shown in the image below:

image showing how search engine spider reads a webpage

It is clear from the diagram above that a spider reads a webpage from top left to bottom right. So it is always recommended to place your keywords on the top-left of your webpage whether you place them in the bottom or not, but this doesn't mean you shouldn't. Keywords have to be sprinkled all over your webpage evenly.

The best way to sprinkle your keywords all over the <BODY> of your webpage is to place them on the top-left. Usually your logo or a banner appears there. So place your keywords in the ALT attribute of the <IMG> tag like this:

<IMG src="delhi_university_campus.jpg" alt="picture of delhi university campus">

The code above is used to place an image on your webpage with alternate text containing our main keyword. Search Engine spiders can't read what's written on images but using the ALT attribute you can mention what the image is about. You will also see that the name of the image also conatins our main keyword "delhi university".

Next you need to sprinkle the keywords all over the text portion of the webpage. That does the placing of keywords in middle of the webpage. Now, to put the keywords in the end of the webpage you can always write them after or before " © Copyrights. All rights reserved". Almost every webpage contains a similar phrase at the bottom.

Where else to put the keywords?
Now that you know how to distribute the keywords all over the body of your webpage, it is important to place your keywords in the <HEAD> of the page, because it's the most crucial part of the webpage's code as most of the search engines extract most of the relevant data from the information between the <HEAD> ... </HEAD> tags.

Tags that appear between the <HEAD> ... </HEAD> tags are <TITLE></TITLE> and the <META> tags. Presence of keywords in these tags surely helps a lot in on-page optimization of a webpage.

On-page optimization comprises of the methods used to optimize the code of a webpage to make it more search engine friendly. I'll be discussing these methods in the subsequent seo lessons.

Code below shows how to place keywords in these tags.

<Title> Delhi University Information | Delhi University Colleges, Courses and Results </Title>
<META Name="Description" Content="Find information on Delhi University. Colleges and courses offered in Delhi University. Get Delhi University exam results Online">
<META Name="Keywords" Content="delhi university, delhi university colleges, delhi university courses, delhi university results">

The code above shows an ideal header for a webpage being optimized for keywords related to Delhi University. However, you can use your own information because the code above is only for guiding you in the right direction and should be used for reference only. What I mean to say, is that, you can use your own TITLE and META tags also.

The correct way to write TITLE and META content :-
To write the TITLE of a webpage you should try to include all of your main keywords with minimum usage of characters. The title in our case is " Delhi University Information | Delhi University Colleges, Courses and Results " which includes all our keywords.

The phrase, "Delhi University Information | Delhi University Colleges, Courses and Results" includes Delhi University, Delhi University Colleges, Delhi University Courses and Delhi University Results.

This is how Google will show the Title for different keywords:

Delhi University Information | Delhi University College Courses and Results
Delhi University Information | Delhi University College Courses and Results
Delhi University Information | Delhi University College Courses and Results
Delhi University Information | Delhi University College Courses and Results

So now you understand how Google reads keywords in your title. In a similar manner it also reads and displays the META Description of a page. The META Description is used to indicate the purpose or the information of a webpage. There are some more types of META Tags also but for now we'll use the ones with only Descrption and Keywords.

What Not to Do with Keywords?
The distribution of keywords on a webpage should be consistent and even. But there is a certain limit to the number of times a keyword should be used on a webpage. The number of times a keyword has been used indicated the Keyword Density.

You may recall that Keyword Density is the ratio of number of keyword occurences to the total words in a webpage's body. For example, if a web-page content is 500 words long and a keyword occurs 5 times, then it's density is 1%.

So the point to remeber is that the keyword density should always remain below 10% or else the search engine will consider it as a case of Keyword Stuffing or Keyword Spamming. Both of them seem similar to a search engine but I deem both the cases to be different from each other.

Keyword Stuffing: It is when the keywords are stuffed or inserted purposefully in content and the resultant text makes no gramatical sense.

Keyword Spamming: It is when the content is heavily doped with keywords even though the text makes sense to a human reader.

In eyes of a Search Engine any text more than 10% of keyword density is irrelevant to a reader and it actually is. Let me show you how:

keyword spamming and stuffing example * AVOID DOING THIS

Note: I have used an image to show you how keyword stuffing and spamming is done. I did this to make sure that this text is not considered as "spammed with keywords" by search engines.

You should always try to provide relevant and good information to your readers. This will help in the long run because "GOOD CONTENT IS THE KEY TO SUCCESS".

So far you've learnt:

  • How Search Engines read a web page?
  • Where to put the keywords?
  • How to write the TITLE and META Description for a web page and how to use your keywords in them.
  • How to optimally use your keywords without spamming and stuffing.

This lesson has surely helped you understand the role of keywords. In the next lesson I'll throw some more light on the Importance of Keywords from a Search Engine Optimizer's point of view.

<< Previous Lesson << Analyzing your keywords and competition <<
>> Next Lesson >> More on Keywords Usage and On-Page optimization >>

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Abhishek Bhardwaj - Web Developer and SEO Specialist Delhi India | eRACHNIDA
Abhishek Bhardwaj
Web Developer and SEO Specialist

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