What Is A Keyword?
So now that we’ve covered the very basics of how search engines work, we need to start planning our SEO strategy with sound keyword research. Keywords are simply words that describe the contents of a webpage. A keyword can be a single word or more often, a group of words. So don’t get confused! Even though the term keyword is singular you’ll often hear it in reference to a group of words.
Here’s how keywords work. Google makes its best guess at a page’s keywords based on many on-page and off-page factors such as the title of the page, the text within the page, the names of the images and alt text on the page and more. While there can be multiple keywords per page, it’s up to you to make those keywords crystal clear to the search engines and your users.
To help us understand, let’s review an example of a hypothetical wedding photography business in San Francisco by a fictitious photographer named Jennifer Reynolds. If she is a wedding photographer in San Francisco, she might choose to target the keyword “San Francisco Wedding Photographer” on one of her web pages. For this example, refer to the image below:
To remember the important keyword indicators, use the acronym “TUTI,” which stands for Title, URL, Text, and Images.
T | Title – Jennifer’s page would have a title that contains the keyword such as “San Francisco Wedding Photographer.” This is illustrated by letter B in the image above.
U | URL – The URL (also known as a permalink) would contain the keyword and be something like “exampledomain.com/san-francisco-wedding-photographer” This is illustrated by letter A in the image above.
T | Text – The text on the page would include many words and descriptions related to the words San Francisco Wedding Photographer including the exact phrase “San Francisco Wedding Photographer” multiple times. See the bolded text next to letter C in the image above as well as the text outlined in red. Note: Do not actually bold or outline your text.
I | Image Names – The image names and alt text would include the keyword. For example, the page would include an image on the page named “san-franciscowedding- photographer.jpg” with the alt text of something along the lines of “Wedding Photo in San Francisco.” The other images on the page would include words related to San Francisco Wedding Photography. If you don’t understand alt text at this point, don’t worry because we’ll be covering this in depth later.
Don’t Panic! We will get into each of these keyword factors later in this book. The main point here is that with so many references to one specific keyword, “San Francisco Wedding Photographer,” the example page has a very clear keyword that makes it easy for visitors and for Google to determine the overall content. This page has a better chance of showing up in search results for “San Francisco Wedding Photographer” than a page with no clear goal, haphazard naming of images and titles, and inconsistent textual content.
CHAPTER 1.01 – INTRODUCTION
- 1.1 Photography SEO and Web Marketing Intro
- 1.2 Why You Need SEO
- 1.3 Why You Should NOT Hire Out For SEO
- 1.4 Overview of Chapters
CHAPTER 2: 1.02 – SEO BASICS & KEYWORD STRATEGY
- 2.1 How Do Search Engines Work
- 2.2 Understanding Search Results
- 2.3 Search Results Quiz
- 2.4 What is a Keyword
- 2.5 How To Determine Keywords For Your Photography Studio
- 2.6 Using the Keyword Planner
CHAPTER 3 1.03 – CREATING CONTENT
- 3.1 How to Create Great Content
- 3.2 Web Page Ideas
- 3.3 How to Create Great SEO Content
- 3.4 Grow Your Business with Google Image Search
- 3.5 Balancing SEO with Workflow
CHAPTER 4: 1.04 – SITE STRUCTURE
Chapter 5: 1.05 – ACCESSIBILITY, SPEED, AND DUPLICATE CONTENT
- 5.1 Importance of Correct Internal Linking
- 5.2 Broken Links
- 5.3 Under the Hood Accessibility
- 5.4. How to Speed Up Your Site
- 5.5. Avoiding Duplicate Content
- 5.6 Conclusion
Chapter 6: 2.01 – LINK BASICS
Chapter 7: 2.02 – LINK VALUE FACTORS
Chapter 8: 2.03 – NOFOLLOW, RELATED LINKS, & ANCHOR TEXT
Chapter 9: 2.04 – LINK BUILDING STRATEGIES
Chapter 10: 3.01 – THE IMPORTANCE OF SOCIAL MEDIA
- 10.1 Why Social Media is Important?
- 10.2 How to Get Started with Social Media
- 10.3 How to Create Quality Content
- 10.4 How to Post Your Content – Rules and Guidelines
Chapter 11: 3.02 – MAXIMIZING SPECIFIC SOCIAL MEDIA NETWORKS
- 11.1 Use Wedding Slideshows To Showcase Your Work On Social Media
- 11.2 2 Apps To #MaximizeEngagement
- 11.3 Using Facebook to Grow Your Business
- 11.4 Using Twitter to Grow Your Business
- 11.5 Using Google Plus to Grow Your Business
- 11.6 Using Pinterest to Grow Your Business
- 11.7 Using Instagram to Grow Your Business
- 11.8 How to Post Videos and Photos to Instagram From Your PC
Chapter 12: 3.03 – MASTER LOCAL SEARCH
- 12.1 Local Listing Accounts & On-Page SEO and Local Links
- 12.2 Decide On Your Name, Address, and Phone
- 12.3 Set Up My Google Business Page
Chapter 13: 4.01 – Initial Decisions
- 13.1 Create a Photography Website
- 13.2 Photography Business Names | How to Choose
- 13.3 Photography Domain Names | How to Choose
- 13.4 Best Website Builder for Photographers (Updated for 2019)
- 13.5 One Website vs. Separating Your Blog
- 13.6 How to Create Multiple Websites to Improve Your SEO
Chapter 14: 4.02 – WORDPRESS AND SQUARESPACE
- 14.1 WordPress for Photographers
- 14.2 Recommended WordPress Plugins for Photographers
- 14.3 Squarespace For Photographers | Pros And Cons
Chapter 15: 4.03 – GOOGLE ANALYTICS
- 15.1 Using Google Analytics to Measure Performance
- 15.2 Google Webmaster Basics for Photographers
- 14.3 Squarespace For Photographers | Pros And Cons
Chapter 16: PAID DIRECTORIES
ACCESS TO INDUSTRY-LEADING EDUCATION
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