When writing a new blog post, consider building it with a single keyword or keyword phrase in mind. Try to use ones with between 40-250 average monthly searches. Include the specific keyword in the blog title (if you can) and mention it a few times throughout the post – and again in the SEO plugin. If you are using WordPress, consider using the Yoast SEO plugin. It’s good enough for most purposes.
As you are writing, it’s important NOT to link to any of your website “pages” using the “exact match” keyword. An example would be to create a text link using “Content Management Services” that links you to a page called “Content Management Services”.
Google frowns on this behavior and sees it as a signal of something called “link building”. It’s a dead giveaway that the publisher is trying to “game” the system – which is exactly what you’d be doing IF you did that. Google has a penalty for it called the “Penguin Penalty”.
Instead, create a link that is more natural-looking and stay away from linking the exact keyword to the exact keyword page and url. Here’s an example of what you should not do followed by a revision based on what you should do:
Exact Match: If you wrote the sentence “We have the best content management services anywhere” and created a text link using “content management services” and linked to the “/content-management-services/” solutions page inside your site Google would disapprove and most likely penalize you for it.
Natural Anchor: If you wrote the sentence “We have a better way for you to manage your digital content” and created a text link using “manage your digital content” and linked to the “/content-management-services/” solutions page inside your site – then Google would approve and might even reward you.
CHRISTOPHER MENGEL brings over 20 years of insights to business owners and talent leaders inside emerging technology and professional services firms to implement new initiatives, develop new strategies for growth, carry out organizational and cultural change, manage complex projects, and fill business-critical roles. Have a challenge you want to solve? Connect with him on LinkedIn and Twitter and subscribe to his posts or contact him.
Click the button below to start a confidential conversation with me.