Google ‘Design & Content Guidelines’: Part 4

When we last discussed Google’s ‘Design and Content Guidelines,‘ we looked at the importance of information-rich content on your website.  This week, we’ll be discussing the importance of keywords.

Google Design and Content Guideline #4: “Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.”

This guideline refers to On-Page SEO, or SEO writing.  SEO, as we learned earlier, refers to search engine optimization, a process that enhances a websites chance of being found and ranked by search engines.

The backbone of On-Page SEO, or SEO writing, is ‘writing with keywords.’

Web writing is different than print writing because it is focused on structuring information so that it is easy to find and easy to read online.  Shorter and simpler sentences, focused language, and the effective use of keywords are the most basic ways to implement On-Page SEO techniques.

As we learned in the first part of this blog series, search bots are like pacman; they follow links and pages, digesting relevant information about your web pages in order to index and rank them.  Keywords are another tool that allow search engines to find your web pages and to determine relevance.

For the best results, choose and use keywords that clearly describe the subject of your website, as well as synonyms that visitors might also use to find your website.  For example, a website about training for a half-marathon would have keywords such as training, half-marathon, running, half-marathon training, etc.

Google’s Keyword Suggestion Tool allows you to choose keywords based on popularity and relevance.  It is widely used by web professionals and helpful for generating keyword ideas.  Like most Google applications, it’s free.

Stay tuned for next week’s installment of Google’s Design and Content Guidelines, in which we look at guideline #5!

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