The importance of keywords?
Keywords represent certain groups of terms (expressions) that are part of the content of web pages. They aim to improve the message and adapt it to the needs of users who search online. The more relevant a text is to search engine queries, the higher it will be displayed above.
Relevance of content
The programs (robots or crawlers) through which Google determines the relevance and quality of some sites for display in search engines are linked to certain key components of the page code. Thus, the META tags used, the headlines or the links must be in accordance with the theme of the content visible to the users.
In order for a page to be as relevant to search engines as possible and in line with user needs, it requires first of all a keyword audit. Once this is done, certain terms are set that describe the topic of the content, are used by as few sites as possible (low competition) and have a high volume of searches on the internet.
Some important elements in optimizing the web page
- <Title> – This is the title of the page and is one of the first things Google crawlers look for in code. It will be used as the title in Google pages, above the URL and the description of the content. Thus, if we use keywords that have a high search volume, they should be entered here to suggest to users that the page matches their search. The titles of the pages of a website must be unique and must not contain more than 70 characters.
- META tags (<meta>) – these contain important information about the content of the site, such as: page description (a short summary), author name, language used, most suggestive keywords for which you want to be displayed in the engines search and viewport (this shows that the page is adjustable in terms of screen size). META tags are also very important because they indicate what the content is about.
- Use keywords in page titles and subtitles. If no title refers to the words we entered in the META tags, at least through synonyms, how relevant can the content be to Google or a robot?
- Use keywords in paragraphs.
- Use a description and a custom title for each image used on the page. For example, when we search for a keyword on Google, and select that the results received are images, we will see a lot of pictures that are relevant to the searched words. If they did not have a relevant description or title, they would not appear there. Therefore, the sites that contain these aspects are well seen by Google and have the chance to be visited by more users.
- Use keywords in a URL. This way the site will be easier for other people to remember and may make it more relevant to search engines.
- Using a canonical address.
- Responsive design (adaptable to all devices).