- Always use your primary keywords in the heading tag at least one or more times.
- Try to place your primary keywords at the start of the tag.
- Avoid listing the same word multiple times in a row since some engines may penalize for this. Instead, use the keyword multiple times, but separate them by other words in your text.
- Use the longer form and the plural form of a keyword when possible. For example, if you use marketing in your Title tag, a search on marketing or market will yield a match on most engines. However, words like companies will not always yield a match on company since company is not an exact "substring" of companies. In these cases you'll want to try and use both forms of the word.
- Use Upper/Lower case lettering for keywords in general. Example: Blue Widgets are sold here!
- Longer headings are generally better than shorter ones. However, shorter ones can be used if you need to better emphasize a keyword that you're having trouble ranking well with.
- Make your heading interesting and "compelling" to the reader to convince them that they should click on the link.
Some search engines score keywords and text found in heading tags better than other text on your pages. This would make perfect sense since text found in headings usually identifies a particular theme or section of content. Most marketing brochures and even books have chapter and section headings that talk about something significant to come.
Headings are the larger print, or subtitles on a page. Headings come in various sizes represented by the HTML tags <H1>, <H2>, <H3>, etc. where <H1> is larger than <H2>. Many engines will take the keywords within heading tags and assign them far more significance than words found in the body text. When you think about it, this is logical since headings often give an overview of the page, or a section topic for the page.
Therefore, repeat your most important keywords in the heading tags just as you should do with the <TITLE> tag for the page. Example of a page with heading tags:
<HTML> <HEAD><TITLE>Widgets and More!</TITLE> <META name="description" content="Widgets by Jerry's Widget Emporium are the best widgets money can buy."><META name="keywords" content="blue widgets,green widgets,red widgets, Jerry's Widget Emporium"></HEAD> <BODY> <H1>Widgets Explained:</H1> <P>Widgets by Jerry's Widget Emporium are the best widgets money can buy.</P></BODY></HTML>
The above example assumes Widget is my most important keyword, which is why we repeated it in the Title, the Body, and very importantly, in the Heading tag. Use multiple heading tags throughout your page if you like, but always try to fill them with the keywords you are trying to emphasize. If you're using Microsoft FrontPage or another WYSIWYG editor, it should allow you to select a heading "style" or some other way to visually create the equivalent to an HTML heading tag.
TIP#1: If you're building or generating a "doorway" page, always keep the page content focused to a single theme and a limited number of keywords so you don't "dilute" the effectiveness of the page. Avoid the temptation to write about things unrelated to "widgets" or your primary keywords, at least for the doorway pages you want to rank better.
TIP#2: Notice that the keyword "widget" was used at the BEGINNING of the title tag, the heading and first paragraph. When you're having a tough time getting your page scored higher for your keyword, having the keyword in the FIRST position rather than as the second or third word can make all the difference.
TIP#3: Notice that the example purposely used the plural form of the word Widget to double our visibility. Always add an "s" to your keyword whenever possible.
