A client recently told us that he had some medical keywords he wanted to rank for. He had added them to his homepage, he said, but it didn’t have the results he wanted.
Just tucking new keywords into a page usually won’t have the results you want. Your homepage already has a job. If it’s bringing people who search for “optometrist near me,” you really can’t expect it to have the best possible results for “corneal reshaping.”
Instead, use blog posts to bring readers to your website, and link to your sales pages or your homepage.
Keywords: not just words
Suppose you want to rank well for “kidney stones.” Chances are good that your homepage — unless you are a very specialized practice — will not be focused on kidney stones. Adding the phrase to your homepage won’t make your website rank for the term.
Instead, you need useful information on kidney stones. Ideally, you want the best page on kidney stones among your competitors. Maybe the best page on kidney stones on the web.
You won’t get that by adding the words to an irrelevant page. Here’s where blogging with keywords can help. Since every blog post can be a landing page for searchers, those posts can help you rank for lots of different keywords.
You should use the technique we call “Content Clusters” to plan a group of great posts on the subject. Provide useful answers to people’s questions, and you’ll begin to rank for those terms.
Use best practices
You might think that liberally sprinkling your keyword into a page will do the trick. Actually, the most important thing is having great content.
Let’s assume that you have an awesome page answering people’s questions about your chosen keyword. How can you make sure that search engines can also understand and appreciate it?
Use your keyword in places that show it’s important. Surround it with a natural semantic web of terms related to the keyword, as you would naturally do while writing in-depth on the subject. Use the specific term often enough to get across to a bot, which frankly is not as good at language as a human being.
We like the Yoast plugin for content optimization. Install Yoast SEO at your WordPress website, and it will remind you to use your keyword in your title, at the beginning of your post, in a couple of headings, and in other places that will make clear that it’s important to your post.
We have heard of people who have lots of trouble using Yoast. Our feeling is this: if you can’t easily get a green light with Yoast, then you don’t have the knack for SEO. Why suffer? Hire someone like Haden Interactive to do it for you.
We get links for our clients from publications like USA Today, The Atlantic, and the Washington Post. We get top rankings for popular keywords. We create thought leadership, ensuring that your website demonstrates and increases your authority. If blogging with keywords is hard for you, it makes sense to leave it to us. Contact us to discuss your needs.