Don't Fear The Search Engines!

Choosing the Right Search Terms

When a visitor types “pokemon cards” into Google, that phrase is the exact match the engine looks for. Those phrases are what we call search terms, or keywords. The first step toward visible traffic is figuring out which terms people actually type and which of those will lead them to your page.

Keyword research is surprisingly simple once you know what to look for. You want terms that: (1) appear often enough that people are searching for them, (2) are specific enough that they match what you offer, and (3) don’t have so many competitors that you’ll be invisible. Think of it as finding a sweet spot between popularity and precision.

Take real estate agents, for example. The phrase “real estate” brings up millions of results, but that level of breadth rarely captures a local buyer or a niche market like “cozy townhomes in Asheville.” If your business is focused on a region or a specific property type, a narrower keyword will attract the right people and make ranking easier.

There are a few ways to uncover these gems. The most thorough approach is to run a keyword analysis tool. Wordtracker, a service that provides search volume and competition data, is one of the most popular choices. By entering a seed word, you can explore related phrases, see how often each is searched, and gauge how difficult it would be to outrank existing pages.

Even if you don’t have the budget for a paid tool, you can still start with the free Google Keyword Planner. Enter a broad term, and the tool will spit out hundreds of related keywords along with average monthly searches and competition levels. The trick is to sift through the data and spot phrases that match your offerings while having a manageable competition score.

Don’t rely solely on intuition. Many people pick keywords that sound “good” or “big” without checking how many people actually search for them. By checking the numbers, you’ll avoid spending time on terms that bring almost no traffic.

Once you have a shortlist, test each keyword’s relevance. Does the term reflect the content you plan to provide? Is it something that a potential visitor would naturally use? If the answer is yes, keep it on the list. If it feels off, remove it.

After you’ve narrowed the list to 10–15 solid candidates, it’s time to decide how many keywords to target on each page. The rule of thumb is no more than two per page. That keeps the page focused and signals to search engines exactly what you’re about.

Finally, keep a running spreadsheet. Record each keyword, its search volume, competition, and the page you plan to rank it on. When you see a pattern - such as a particular set of terms consistently performing well - you can refine your strategy and concentrate your efforts on the strongest performers.

Remember, keyword research isn’t a one‑time task. Search trends shift, new products appear, and competitors change tactics. Schedule a quarterly check to refresh your keyword list and stay ahead of the curve.

Optimizing Your Pages

With your keyword list ready, the next step is to embed those terms into your web pages where they count most. The process is often called on‑page SEO. It may sound like a series of boxes to tick, but it really comes down to placing your chosen words in strategic spots.

Start with the page title. This is the first thing users see in search results and a major ranking factor. Keep the title under 60 characters, put the primary keyword near the front, and make it compelling enough to encourage clicks.

Below the title, the meta description lives. While it no longer directly affects rankings, a clear, keyword‑rich description can improve click‑through rates. Stick to 150–160 characters and include a call to action or a value proposition.

Heading tags, especially H1, H2, and H3, structure the content for both readers and search engines. Use your main keyword in the H1, and sprinkle the secondary keyword in an H2 or H3. Keep headings natural; forced keyword placement feels off.

Once you’ve handled the top elements, move into the body of the page. The first paragraph should answer the visitor’s question and incorporate the primary keyword. The keyword’s presence early on signals relevance. After that, mention the keyword again once or twice more, ideally within the next 200 words. Avoid keyword stuffing; readability matters more than a hard‑coded string.

Internal links help search engines crawl your site and give users additional paths to explore. When linking to other pages, use descriptive anchor text that hints at the destination. If a link leads to a guide about “how to choose the right insurance policy,” the anchor might read “insurance policy guide.”

Alt text for images is another subtle place to include keywords. Describe the image in a concise way that incorporates the target term if it’s relevant. For example, an image of a house might have alt text “modern single‑family home in suburban area.”

Speed and mobile friendliness are non‑negotiable in today’s landscape. A slow page can hurt rankings regardless of keyword optimization. Use tools like Google PageSpeed Insights to identify bottlenecks and make adjustments, such as compressing images or minifying CSS.

Accessibility is an often overlooked benefit of good structure. Proper heading hierarchy, alt text, and readable font sizes make your content easier for screen readers, broadening your audience and aligning with best practices.

Finally, test your changes. Use a simple tracking pixel or Google Analytics to see if traffic patterns shift after optimization. If you notice a dip in rankings or a drop in visits, double‑check that no vital keyword was removed or moved from a critical spot.

On‑page optimization isn’t about a handful of boxes; it’s a holistic approach to making your page understandable, useful, and accessible. When done right, it signals search engines that your content is exactly what a user is looking for.

Building Authority Through Links

Search engines treat external links as votes of confidence. The more high‑quality sites that link to yours, the stronger your site’s authority appears. Building these links is an ongoing practice that rewards time and consistency.

Start by submitting your site to reputable directories. While Yahoo’s commercial directory once charged a fee, there are still plenty of free options like DMOZ (now archived but still referenced by some) and niche directories such as JoeAnt.com. Each listing should include a concise description and a direct link back to a relevant page on your site.

Link exchange with related websites can also boost visibility. Reach out to partners, suppliers, or complementary businesses and propose a mutual link that adds value to both audiences. Keep the exchange natural and relevant; search engines flag excessive or irrelevant exchanges.

Look for resource pages or curated lists in your industry. These “resource directories” often welcome new, authoritative content. Send a polite email highlighting why your page would be a valuable addition and provide the direct link.

Another effective strategy is guest blogging. Identify well‑trafficked blogs within your niche and offer to contribute an article. In exchange for your expertise, you typically receive a link back to a related page on your site. The key is to produce high‑quality, original content that fits the host’s audience.

Engage on social media and online forums. Share insights, answer questions, and include a link to your page when it genuinely adds value. Over‑promoting links can trigger penalties, so focus on building trust first.

Monitor your backlink profile with tools like Ahrefs, Moz, or SEMrush. These platforms provide a clear view of where your links are coming from, the anchor text used, and the overall domain authority of linking sites. Identify any low‑quality or spammy links and disavow them if necessary.

Link building is not a one‑time effort; it’s a continuous part of your SEO strategy. Consistency, relevance, and quality are the three pillars that keep your site trusted by both users and search engines.

When you combine thoughtful keyword selection, meticulous on‑page optimization, and strategic link building, your website will move up in rankings naturally. It’s a process that respects both the search engine’s guidelines and the visitor’s needs.

Dan Thies is a well‑known writer and teacher on search engine marketing. He offers training, and SEO Research Labs. His next online class will be a