Keyword targeting Nailing down your keyword strategy is so much easier once you have a solid structure with no internal duplication. If we look at our previous examples for site hierarchy and structure, then adding keywords is relatively simple (and it's something we would often do in a spreadsheet pre-design). - Services - - SEO - - - SEO Audits www.example.com/services/ www.example.com/services/seo/ www.example.com/services/seo/audits/ If I use these pages as an example, we have a natural progression from broad
keywords to more refined search terms. We can even consider basic modifiers such as location if we are a local business. Welcome - digital marketing jewelry retouching service agency - digital marketing company +Birmingham + United Kingdom Services - marketing department - digital marketing services +Birmingham + United Kingdom SEO - SEO - Search engine optimization + Company + Agency +Birmingham + United Kingdom SEO Audits - SEO audits - SEO technical audits + Agency + Company +Birmingham The point here is that a well-structured site gives you a good way to determine your keyword strategy.
You still have to do the research and writing, but you can be sure you have a solid strategy for targeting broader, more detailed terms. HTML title tags The <title> tag is the main behind-the-scenes tag that can influence your search engine results. In fact, it is the only meta tag that directly influences position. Best practices for title tags are: Place keywords at the beginning of the tag. Keep the length between 50 and 60 characters. Use keywords and key phrases naturally. Use separators to separate things like category and brand. Focus on clicks and the end user.