This is the second article in our series of guides on how to make your website appear for “free” on Google for relevant keywords (search engine optimisation). We previously published an in-depth guide on how to do keyword research. Now it’s time to learn how to put the research to good use!
What is Primary Content?
Simply put, it is text on a web page that search engines look at to understand the subject of them or use it as part of your listings that appear in SERPs (search engine results pages). With this in mind, it’s best-practice to ensure you get this right. Especially when you find out how easy it is to do.
The three key pieces of primary content
If you’ve undertaken keyword research for each page on your website (or future pages you want to write based upon what people are searching for), the next logical step is to add those keywords to the relevant pages.
Below are the first places you should add them. Why do we suggest these places specifically? Well, they’re ridiculously easy to edit in the most common platforms used to manage all types of websites (such as WordPress)
Why is Primary Content Important?
To understand the importance of primary content, you must look at it from the perspective of search engines. They must read the three pieces of content we’ve shown above (alongside many other factors) to understand the subject of a page and what keywords it should appear for. This equally applies to searchers. If they see the keyword they’ve typed into a search engine appear in your primary content, they are more likely to believe you are relevant to what they are looking for.
With the above in mind, if you do not write page titles, meta descriptions and H1 tags that contain relevant keywords, you will be limiting your chance of appearing for relevant keywords.
If you’ve implemented the above on all the relevant pages on your website based upon the keyword research task you undertook, you can now move onto adding the keywords you want to target into the copy on each page.
We’ve separated that from the primary content as it isn’t a matter of simply adding it as many times as possible. You want to use your keyword as naturally as possible in your content. Only you and your visitors can be the judge of that! Just remember to be as natural as possible and don’t ever “force” keywords into your copy.