Substance and in-depth information are the best elements an online article can have. However, you already know better that a good article is nothing without an effective SEO marketing strategy to bring the readers closer to your site.
The importance of using proper body tags at the right places cannot be overstated. This is way beyond the issue of choosing the right keyword. Here are the different body tag issues and how search engines consider them for ranking and discovery.
1. Keyword repetitions
This has always been the first question, isn’t it? How many times do you have to use a keyword to make it more detectable by crawlers?
Until the early part of the last decade, keyword repetition was always decided by quantity, which meant higher keyword repetition in an article was equivalent to higher chance of ranking high. However, because search engine algorithms already changed, keyword repetition should no longer be given much attention as you should be doing with keyword relevance.
To stay safe, use a keyword two to three times for a short post (single page or approximately 300 words) and four to six times for a long post (multiple pages or a minimum of 500 words.
2. Keyword density
This is the same with keyword repetition, only the ratio of keywords is measured against the word count of the entire article. Guess what, keyword density was never considered an effective formula to determine a website’s or a page’s rank. Drop the computation and just write quality contents.
3. Keyword usage variation
It refers to the usage of several variations of a single keyword or keyphrase in an article. An example is the keyphrase “anti-aging supplement” used in several forms, such as “anti-ageing supplement,” “supplement for anti-aging” and “anti-aging dietary supplement.” To a certain extent, it also covers Latent Semantic Indexing.
The thing is it was never proven that extensive keyword usage variation significantly affected the rank of a website unless the relevance score of the page and the online reputation of the website are high enough.
Stick with only two variations because too much can still be dismissed as keyword stuffing.
4. Image filename
Yes, image filename (alt tag) is an important body tag that many people do not even bother to fix. Image file-naming is important in bringing traffic because image search alone can already be a decent source of hits. You should also be aware that online images are also often used for sharing and rating directly from the main site (the same way how you share or upload an image using its URL and not the raw picture file that you have to download first).
Use your main keyword in the filename of all images you use in your article. It is worth the effort.
5. Bold keywords
There is a notion that setting keywords on bold has heavier SEO weight. This practice perhaps is an effective way of calling the reader’s attention to a particular section of an article, but it does not positively affect ranking or even discovery.
If you have to use bold, make sure that you use it in your post to emphasize and not for optimization.
6. Italicization of keywords
This will probably be your biggest surprise, but unlike setting on bold, setting a keyword in italics does contribute more to the discovery of a webpage. It still does not decide your rank, but since it helps, use italics in emphasizing keywords rather than using bold.
7. Alt attribute
Though it sounds very technical, it simply refers to the graphic representation of texts within an article, and how it affects ranking and discovery. Yes, you are advised to use images that can serve as your backup to keywords (provided the proper alt tags are used) because they are crawled separately by search engines.