SEO Step-by-Step: Incorporate Your Keywords into Your Page

This is part 4 in my series on Search Engine Optimization

  1. Introduction
  2. Learning from your competition
  3. Use Keyword Analytics to calculate the most profitable keywords
  4. Incorporate your keywords into your page (this post)

  5. Incorporate your keywords into your page content (coming soon – subscribe to be notified)
  6. Link from your social media accounts  (coming soon – subscribe to be notified)
  7. Use social bookmarking to increase your ranking (coming soon – subscribe to be notified)
  8. Calculate the high trust rank sites (coming soon – subscribe to be notified)
  9. Ask for links from the high trust rank sites (coming soon – subscribe to be notified)
  10. The final results (coming soon – subscribe to be notified)

Now that you have a list of keywords, what do you do with them?  You need to put them where Google will find them and give your site a good rank.  In the first post we learned from Evan Bailyn’s Outsmarting Google that Google’s top three factors in calculating your page rank is based on:

  1. The total Trust Rank of inbound links
  2. The meta page title
  3. The page URL

The first item is beyond your control at the moment.  You can’t know for sure which sites Google considers most trusted because that is one of their tightly held trade secrets.  There are ways to deduce it, which I will cover in a later post, but even if you knew which sites were the most valuable to have linking to your site, you can’t very well put links on those sites because they are not yours.  The best you can do is contact the site owners and ask for a link.  I’ll cover ways to get inbound links later in this series. Right now I want to focus on the things that we have control over, which is creating pages within your own website.

The meta page title is a field within the HTML codes of your webpage.  If you build your own web pages then you are familiar with the HTML structure a web page:

<title>dbEasy web database application services</title>

The title field does not appear on the web page itself, but you can see it in the title bar of the browser.  It also appears in Google search results as the heading of each listing. 

Google Title Example dbEasy

Google will display just as much of the title as will fit on one line, but they will use the full title for the search.   Therefore, what you need to do is take your top three or four key word phrases and combine them into a natural sentence. For our dbEasy web forms application service the top 20 keywords that had the best traffic/competition score were:

Keyword Competition Monthly Searches Score
registration online 0.21 1830000 1445700
on line registration 0.2 1500000 1200000
online forms 0.26 673000 498020
forms online 0.26 673000 498020
web form 0.16 368000 309120
a web form 0.16 368000 309120
web forms 0.17 246000 204180
forms on the web 0.17 246000 204180
create forms 0.22 201000 156780
online surveys 0.57 246000 105780
on line survey 0.61 246000 95940
survey on line 0.61 246000 95940
form builder 0.32 135000 91800
i form builder 0.32 135000 91800
satisfaction survey 0.36 135000 86400
how to do a survey 0.27 110000 80300
online poll 0.14 90500 77830
survey tool 0.25 74000 55500
register forms 0.16 49500 41580
online questionnaire 0.55 90500 40725

We can eliminate many of these because of how Google processes searches.  For example:

  • If you enter the second item, “on line registration,” into Google Search it will try to correct the spelling and show you results for “online registration.”
  • Google does not care about the order of words in a search query so “registration online” is the same as “online registration” and “online forms” is the same as “forms online.”
  • Google also ignores little words like “a,” and “the,”  so “a web form” produces the same results as “web form.”
  • Google does differentiate between singular and plural so notice that “web form” and “web forms” have different search counts.

If we eliminate all the repeated words then this is what we have left:

Registration online forms web form create surveys builder satisfaction survey poll tool questionnaire

Now we have a word game.  Since word order is not important we can rearrange the words in any way to form a natural sentence. One way to combine these into a sentence would be:

 dbEasy online form and survey builder tool lets you create web forms for registration, satisfaction surveys, poll, and questionnaires

I know title is long, but it includes all the key words.  When Google displays the first 60 characters it will look like this in a search listing:

dbEasy online form and survey builder tool lets you create …

Now we have the title, the next SEO factor is the page URL.  This has three components:

  1. Domain name
  2. Directory path
  3. File name

The domain name has the highest effect on search ranking.  For example, my website is the number one search result when you search for “Ray Wampler.”

If you already have your domain name then you can still include your keywords in the file name and directory.  For my keywords I created a directory in my website named:


And then a webpage named:


The .aspx at the end is because I use Microsoft Active Server Pages as the technology for the dbEasy website.  The full page address is thus:

There are two more standard meta tag types that every web page should have:

  • description
  • keywords

The description is important because it appears in the Google search results.  Keywords are less important in the ranking because of abuse by black hat SEO, but they still have some value so you should include all the keywords that you are optimizing for.  Here’s what the entire head of my webpage looks like:

<!DOCTYPE html>
dbEasy online form and survey builder tool lets you create web forms for registration, satisfaction surveys, poll, and questionnaires
<meta name=”description” content=”dbEasy web database application services offer online form and survey builder tool
that lets you create web forms for registration, satisfaction surveys, poll, and questionnaires/>
<meta name=”keywords” content=”registration online, on line registration, online forms, forms online, web form, a web form, web forms,
forms on the web, create forms, online surveys, on line survey, survey on line, form builder, i form builder, satisfaction survey,
how to do a survey, online poll, survey tool, register forms, online questionnaire/>

In a future post I will cover all the top web page creation tools and how to use each one for SEO optimization.  If you have a web designer then all you would need to do is give them your keyword list, title, and description and they’ll take it from there.

In my next post I’ll go over the web page content and how to structure it.  Be sure to subscribe to be notified of updates.


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