Google’s goal is to do the best job possible of matching content with the searcher’s intent. The words and phrases used in search queries are compared against the content of web pages, blog posts, and articles. There are over 200 factors that are used when it comes to determining which web pages to return for a search.
The quality of content is of utmost importance and there are ways to help Google better understand the focus/topic of the article. If you do nothing else: use the key topic/phrase/key word(s) in the following parts of the content:
- Body Content
- Within bulleted or numbered lists
Why Titles are Important:
In a nutshell the title of your web page, blog post, video, article, or any other type of content is the most important element of the page for three key reasons:
- The Reader: The headline or title is critical; its function is to get attention, select the audience, tell the reader what they can expect from your content, and compel them to read the article.
- The Search Engines: The title of an article also “tells” the search engines what topic is covered in the main body of the content. The more relevant the title is to the searcher’s intent the better the chances are that the search engine will display a link to your page. The page title is the most important element on a page; it’s what displays as the link on the search engine results page. Key words from the searcher’s query are highlighted in bold. Google’s been working hard to better understand the “intent” behind the search and has recently also started highlighting synonyms as well as keywords.
- The Search Engines (part 2): In WordPress, the title of the article also helps create the URL which is another factor that search engines consider when determining the relevancy of a page as it relates to the search query.
Include the same phrase/keyword(s) that are in the title of the article at least once within the body content. Preferably use it a few times and it’s best if it’s included within the first paragraph. (this helps both people and search engines understand what your focus is)
Sub-headlines: Headings are a great way to separate content and make it visually appealing and easy to read. They are also a factor that search engines consider when determining how well a piece of content matches the words used in the search query. Note: any article with more than 250-400 words should use sub-headlines.
Bulleted and numbered lists: Lists work – they’re easy for people to skim, read, and absorb and they help add structure to the content. Search engines also like content that includes structure. Tip: if you are listing “many” things in your article use the actual number in both your title and the sub-heading for the list.
Don’t overdo the use of the key phrase/key words within the content. Above all it’s important that the content is of high quality and sounds natural. Use variants, synonyms and even prepositions wherever it makes more sense and helps with the flow.