This is part 4 of a 6 part series on search tips for local businesses
Provide Important Information, AKA “Content”
When you are building your pages pay attention to both the content which is the information ON the page, and the tags and metadata—the information behind the scenes.
Even though some people will claim that the search engines don’t use keywords any longer, that is really a misinterpretation. It is true that keywords have been overused and abused, which has led to changes in how search engines work. But a keyword is at its most basic simply a word. It is a word, or group of words that people use when searching for your business. As long as people use words to search, then keywords will have a place in search engine algorithms.
Think about it this way. Twenty years ago if you wanted to find a place to have dinner you would grab the phone book and look under the restaurants section. “Restaurants” was your main keyword even back then, we just didn’t call it that!
Now, if you had a hankering for great chili rellenos, you would further refine your search and look for “Mexican Restaurants.”
Of course the phone book you grabbed was for your city or town, or neighborhood, right? You wouldn’t be looking in a San Francisco phone book and expect to find a great Mexican restaurant in Phoenix.
That is the importance of the information behind the scenes. By using metadata, tags, and even titling for your posts, pages, and images, you are helping the search engines determine which “phone book” your business belongs in.
Place your most important keyword, like Mexican restaurant, in your titles, images, and descriptions. When you are building your page content, you want it to sound natural, but you also have to create the right road signs so search engines can find you.
Some of your “road signs” will include links. These may be external links that take a reader to another site for additional information. You should also have internal links: links that go from one page of your website to another page on your website. Think of links as another way to help your readers (and the search engines) to find the information that is most important to them.