页面SEO 101：关键字优化网站最关键部分的技巧

SEO can sometimes feel like it stands for "Something Extremely Obscure."

As marketers, we're responsible for staying on top of what can feel likeendless Google algorithm updates. And if we fail to do so, we run the risk of not showing up in search for important target keywords.

但是，与所有这些更改保持同步并不容易。值得庆幸的是，当涉及到您的网站上的SEO成功时，有一条经验法则仍然是一种受过良好测试的技术：optimizing your website with relevant and targeted keywords.

有了一个优化的站点, you'll start to see results like improved visitor quality, higher conversion rates, and in the end: more closed customers.

In this article, I'm going to cover how to add keywords to your website once you'vealready completedyour keyword research. So before you dive into this post, be sure toread this awesome blog post on how to do keyword research.

Got your keywords ready? Alright. Read on to learn what on-page SEO is, where to add those keywords to your website, and how to avoid search penalties.

What is On-Page SEO?

SEO, or search engine optimization, is all about creating content, optimizing it, and promoting it. When we talk about SEO, we often talk about "on-page SEO" and "off-page SEO."

有什么不同？简而言之：

• On-Page SEOis what a site "says to a search engine."
• Off-Page SEO iswhat "other sites say" about a site.

On-page SEO,或说一些搜索引擎,意味着选择imizing individual webpages so that they rank higher on search engine results pages. The term covers both the content itself, as well as the HTML source code -- both of which can be optimized for search.

页面SEO另一方面，是指外部排名信号like links.

Improving your on-page SEO can help your inbound marketing efforts immensely by helping you attract the right visitors to your website. You want to optimize your pages for search engines so they can understand who you are, what you do, and what you're writing about. Again, when you improve your on-page SEO, you'll help increase the organic rank of your website on search engine results pages (SERPs).

(HubSpot customers:点击这里to learn how to use HubSpot's on-page SEO tool, which is built right into the software.)

On-Page SEO Tips to Help Your Webpages Rank Better in Search

在本节中，我们将提供一些技巧来帮助您加强SEO游戏。我们将介绍组织策略，关键字和内容。准备开始？

1. Start with an SEO audit of your website.

Every time you add new site content, you'll want to create that content withthe specific keywords you're targeting(1–2 per individual webpage) in mind. But if you already have a bunch of webpages published, then your first step will be performing an SEO audit on your current website.

SEO审核将使您了解您的网站的整体友好型SEO友好。审核还将帮助您遇到您可能遇到的任何其他问题，例如重复的内容, so you can address them immediately and start ranking better in search.

This quick video seriesteaches you how to perform an SEO site audit in detail. It covers how to check whether your site is being blocked by search engines, make sureyour XML sitemap正在工作，监视和改善现场性能，发现并删除内部重复内容，并检查您网站的受欢迎程度和可信度。

简而言之，这是您需要做的：

• Export all of your site pages into a spreadsheet, like Excel or Google Sheets.
• Sort by the most frequently visited pages. (Learn how to sort in Excel here.)
• Decide which keyword category each one falls into, and add that category into a column beside the page name.
• Add another column in your spreadsheet to add more specific keywords that you want to add to that page. Keep in mind that they must be relevant to the content on that page, as well as terms your target audience would be searching for.

这是一个可能的示例：

Once you've completed this process for all of your pages (or, if you have a ton of pages, at least the most important ones), then you can jump in to your site to start adding keywords.

Here are a few other helpful resources for performing SEO audits:

• HubSpot's free网站分级器
• Moz: "如何执行世界上最伟大的SEO审计"
• Search Engine Journal: "How to Perform Your First SEO Audit"
• 搜索引擎土地：”How To Do Your Own 5-Minute SEO Audit"

2. Add keywords (naturally) to critical places on your website.

In order to optimize your pages for keywords, you'll need to, well ... include those keywords on your site.

You may be wondering how to find the proper keywords to include on your site. Let's start with a quick explanation of how to do that.

So, now you know how to find keywords, and are ready to place them on your webpage. Be wary, though — not every placement of a keyword is equal: There are certain places on your website that are more optimal than others for on-page SEO.

Here's a list of some of the most important places to optimize for your chosen keywords on your site:

• Titles
• Descriptions
• Headings & Content
• 图像标题和alt文字
• URL

If you haven't optimized these sections of your site in the past, you have some work to do -- but it's up-front work that will pay off big time in the long term. To get the most bang for your buck, start with the pages that get the most traffic. Then, as you create more pages in the future, be sure to optimize as you go.

(HubSpot customers:点击这里要了解如何使用“来源”报告弄清哪些网页获得最多的流量。）

Titles

标题是用于描述网页主题的HTML元素。您将在搜索引擎结果页面的标题（如下所示）和Internet浏览器的顶部栏中找到它们。

搜索者点击标题有直接影响through rates (CTRs) and search rankings.To make your title both search-friendly and click-friendly:

• 尝试keep it below 70 charactersso it doesn't get cut off on search engine results pages. (Technically, Google measures by pixel width, not character count.It recently increased the pixel width对于来自500像素的有机搜索结果约为600个像素，约为65个字符。）
• Include one of your target keywords or phrases so it's easier for searchers to identify that your results are relevant to other query -- and position these keywords toward the front of the title to lower the risk of it getting cut off on SERPs.

Descriptions

Descriptions, or meta descriptions, are shown in search results below the title and URL, as shown below.

Descriptions can help increase click-through rate (CTR), but nowadays, they actually don't have a direct impact on rankings. They're for humans, not search engine crawlers, so use them to tell searchers why they should click on your result. Use one of your target keywords or phrases in your meta description so they know your content is relevant to their query, but make it attractive to the viewer, too.

奖金：You canuse this cool tool from Dejan SEO在决定使用哪种描述之前，预览搜索结果的样子。

Headings & Content

在您的标题和内容中使用关键字很重要，因为如果访问者可以看到他们在其上搜索的术语，则更有可能留在页面上。在您的内容中使用关键字，Google将使用关键字作为排名因素，因此，这样做可以帮助改善您的SERP位置。

Just make sure you're using these keywords naturally, since Google has gotten better and better at being able to tell when people are keyword-stuffing their content. Whenever you create content, focus on what matters to your audience, not how many times you can include a keyword or keyword phrase in that content. If you do that, you'll usually find you naturally optimize for important keywords.

While it's fine to use keywords in multiple locations on your site, don't overdo it or Google will demote your webpages in search results. (And hey, no one wants to read content like that, anyway.)

Image Alt Text & Titles

You can also look at including keywords in a natural wayin your image alt text and titles.Both alt text and titles are attributes that can be added to an image tag in HTML. Here's what a complete image tag might look like:

style =“ font-family：'courier new'，courier;“> alt="image-description"标题=“图像工具提示”/>

图像的alt文字tells search engine crawlers what an image is about, which helps it be found in search. It'll display inside the image container when an image can't be found, and it also improves accessibility for people with poor vision using screen readers.

An image title tag,另一方面，当用户将鼠标悬停在元素上时显示出来 - 有点像“弹出窗口”。当无法显示图像时，它不会显示给用户。

(HubSpot customers:点击这里to learn how to add alt text and title text to your images in HubSpot.)

Adding keywords to these image attributes may seem minor, and truthfully, it isn't going to impact your search rankings as much as other things on this list. But trust us, it's worth the extra minute (if that) it takes to change the name from“ img23940”到准确和描述性的东西。

For example, if you were to write alt text for the image below:

• 坏的：alt=""
• Better:alt="puppies"
• Best:alt =“黄金retriever-pupppies-in-basket”
• Avoid:alt="puppy-dog-baby-dog-pup-pups-puppies-doggies-litter-retriever-labrador-wolfhound-setter-pointer-basket-wicker-basket-box-container-straw-grass-green-nature"

URL

It's a good idea to include keywords in your URL if they accurately describe the page contents. This is particularly important for businesses that do a lot of blogging -- there's a huge opportunity to在您发布的每篇文章上优化您的URL, as every post lives on its own unique URL.

但是请注意:搜索引擎惩罚的垫ch domains that are keyword stuffed. So if you're thinking of starting up arizonerealestaterealtorsinarizona.com, think again. Keep it to businessname.com/topic-topic, and you should be fine.

As always, keep reader-friendliness in mind when you're creating your URLs. Overall, your URLs should make sense to humans and give them a good sense of where in your website they've landed. You should also separate words with hyphens and remove extra words (like "a" and "the") in the page part of the URL slug.

3.学会避免搜索处罚。

There are a couple of things you should also avoid when optimizing your site for keywords, so be careful of the following sketchy SEO practices some people (mind-bogglingly) still use.

Never Hide Keywords.

This includes using the same color background as you do for the text, hiding them behind images, or hiding them off to the side using CSS. (I know, I can't believe I have to say it.) While this isn't as easy to catch as other black hat tactics, today's more sophisticated search engines can easily find instances of hidden keywords --and it can result in serious search penalties.

Avoid Keyword Stuffing.

Keyword stuffing means repeating keywords over and over again in the text, whether it's in titles, headings, descriptions, page content, URLs, or even at the bottom of a webpage in very small text. Basically, when it looks like keywords have been added unnecessarily onto a webpage, it's probably keyword stuffed.

Keyword stuffing is the oldest trick in the book when it comes to SEO -- and nowadays, search engines have been developed specifically to detect it.Not only does it looks spammy, but it's not approved by search engines and will result in penalties.

Don't Force Keywords Where They Don't Belong.

This isn't quite the same as stuffing a lot of keywords into a post. This is more about not forcing a keyword in -- even if it's just one -- if it doesn't belong, contextually speaking.If you can't figure out a place to put a keyword in a piece of content, it's often a sign the content isn't that well-aligned with what your personas need, anyway.

Remember, SEO is not about incorporating as many keywords as possible. It’s much more about picking content topics relevant to your target audience.

4. Promote a good user experience.

要考虑的最重要的是您的访客的用户体验。虽然优化您的网站算法听起来纯粹是科学的，但请记住，搜索引擎的目标是为他们的最终用户提供最佳体验：搜索者。如果您保持该目标考虑到您的SEO策略，您将更有可能做出好的选择。首先考虑人类，然后搜索引擎，您会没事的。

We know you're a busy marketer with a lot of things on your plate. SEO needs not fall to the bottom of your priority list because of lack of knowledge -- or, worse, fear you're doing it wrong. We hope this was a helpful starting-off point for your on-page SEO efforts. To learn more about on-page SEO we have a freeSEO coursethat provides helpful tips and tricks. Happy optimizing!