In my previous blog entries (Keyword Mapping and The Importance of Title Tags, Alt Tags and Meta Descriptions), I discussed the importance of keywords in title tags, meta descriptions, header tags and alt tags. To review, keywords should be included in all elements to increase traffic to your website. It is very important to address any keyword issues that arise as soon as possible, before they interfere with your online marketing goals.
Like changing your oil every 3,000 miles, keyword maintenance is a procedure we perform on a regular basis for our clients and an important part of what we do as SEO specialists. We want to resolve all issues immediately. Some of the common keyword maintenance issues we encounter include . . . .
- Keyword(s) do not appear in any Header tags
- Keyword(s) are not included in the alt tag for images
- Meta description or title tag contains only partial matches of keywords
It is important to note that it is not always possible to include complete keyword matches within the header tags, title tags, alt tags and meta descriptions. The SEO Specialists use tags and descriptions as support for one other. This “keyword synergy” can be compared to an orchestra (each instrument playing off of one another supporting the music as a whole). For instance, if a complete keyword match cannot be included within a title tag, we will use the meta description as backup.
Here at Wakefly, we use a digital marketing platform called Conductor to help with keyword maintenance by alerting us to specific URL and keyword issues. Simply log into Conductor, select your account and select the “Recommendations” tab. A list of possible issues will be generated. Review the list and take action where necessary. We typically perform the keyword maintenance procedure for our clients once every two weeks.
It is important to remember that there are multiple pieces to the “SEO Puzzle” and keyword maintenance plays an integral part in driving traffic to your site. Just like an engine, you want all pieces working in harmony with each other. Making sure your keywords are maintained on a regular basis is a step in the right direction.