March 2007|Continued
Search engines love content because it helps them determine how useful your website is to their users. If your page features the same keywords the person typed in, the greater the chance it's relevant to their search. Pass that test and your site may just start getting better rankings for your ideal search terms.
Phew. That's a lot of responsibility for the words on your website to shoulder, isn't it?
Hey, don't sweat it… the Web Gorilla's here to show you some tricks for making sure your content is up for the job. Find Your Keywords
Keywords are how your prospects express their needs and ask questions. This is a big distinction: the keywords to focus on aren't the ones you think your site should rank for.
They're the ones your prospects are actually using to find the coverage and services you offer.
Begin by using online tools like WordTracker, KeywordDiscovery, or Google's AdWords Keyword Tool to research the keywords people are using in your area to find health insurance. Make sure you try to identify the terms your ideal prospect uses. For example: if you're only licensed in Arizona, focusing on "Arizona Health Insurance" is more likely to deliver you qualified prospects than generic terms like
"Health Insurance".
Target ONE Keyword Or Phrase Per Page Now you have your list of keyword phrases. In order to increase your chances of being ranked for these terms, you'll need to write a unique page for each phrase.
Experts go back and forth on how many times you should pop your keyword into your page to make the best impact on search engines. A good suggestion is 5 - 6 times for each 200 - 300 word page. Try 7 - 8
times for 400 - 450 word pages.
As far as where to put your keywords, it's generally agreed that your
keyword phrase should appear in your page's title, headlines, body text (typically at the beginning and at the end), and in bulleted lists. But remember: this is a suggestion, not a rule. Only insert a keyword phrase if it seems logical. If it ever seems out of place, skip it. It's also smart to include keywords in your hyperlinks. These are links in the body of your content that take users to related pages with more helpful information.
Hyperlinking phrases such as "click here" or "read more" is a wasted opportunity to add some relevancy to your pages. Instead, the hyperlinked text should feature your keywords:
