1. Write naturally. Your writing should sound human. Try not to think about what keywords to use at the beginning (you could always see where they fit afterwards). Think in terms of your reader’s experience and how your content relates to them.
2. Be relevant. Only include keywords that are relevant to your topic and audience. Think about what people are looking for on your page and whether your content delivers the right information that’s valuable to them.
3. Watch for keyword density. Being aware of this helps you avoid using too many keywords. A good aim is between 2-5%—that’s roughly two to five instances of a keyword for every 100 words.
4. Avoid repeating keyword phrases or keyword lists. Repeating the same words over and over and over and over is annoying. Although the following example is easy to spot, sometimes it’s subtle. Here’s an example by Google of what to avoid: We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at <!-- e --><a href="mailto:custom.cigar.humidors@example.com">custom.cigar.humidors@example.com</a><!-- e -->.
5. Use long-tail keywords. These are specific keywords, usually three or four word phrases that are likely used in searches by a highly targeted audience (such as local customers). For instance, instead of “dry cleaning,” use a specific phrase such as “eco-friendly dry cleaning in Montreal.” Using long-tail keywords will help search engines understand what your site is all about so they can better match your page with people’s search queries, giving you more traffic and better visitors.
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