Structure Page Content Into Related Blocks of Text, with Relevant Headings
When evaluating webpages, search engines don't literally "read" your content. (After all, Google isn't human; therefore, it doesn't "understand" English in the same way that you do.) Instead, to determine relevancy, Google will look at the patterns of your words, how often they appear, and where they appear. For instance, search engines give words used in headlines and subheadings more relevancy-weight than words used within paragraphs. So, be sure to insert primary and secondary keyphrases into your headlines and subheadings. This is not only a good idea for search engines; it also helps readers quickly find what they are looking for on a webpage.
When copywriting a webpage for one primary keyphrase and a few related secondary keyphrases, support your keyphrase-rich subheads by inserting the same keyphrases into the paragraph(s) that immediately follow.
For example, here is how to structure an article with one primary keyphrase (blood donation) and two secondary keyphrases ("donate blood" and "blood drive"):
Headline: Blood Donation
Introductory paragraph(s) heavily optimized for blood donation
Subheading: Where to Donate Blood
Paragraph(s) optimized for the secondary keyphrase donate blood with additional uses of the primary keyphrase blood donation
Subheading: How to Organize a Blood Drive
Paragraph(s) optimized for the secondary keyphrase blood drive with additional uses of the primary keyphrase blood donation
Here's what to tell your programmer: When formatting pages with HTML, use heading tags to create the above structure. Heading 1 tags, coded as <h1>text</h1>, tell search engines what the main topic of a webpage is. Use only one heading 1 tag per page and always use your primary keyphrase in this heading. Follow a heading 1 tag with a block of text optimized for the primary keyphrase. Heading 2 tags, coded as <h2>text</h2>, tell search engines what a webpage's subtopics are. Your secondary keyphrases should be used in these subheadings. Follow a heading 2 tag with a block of text optimized for the secondary keyphrase used in the tag. Heading 3 tags, coded as <h3>text</h3>, tell search engines what the subtopic of a subtopic is. When used, heading 3 tags should also include a secondary keyphrase.
Example:
<h1>Blood Donation</h1>
Introductory paragraph(s) heavily optimized for blood donation.
<h2>Where to Donate Blood</h2>
Paragraph(s) optimized for the secondary keyphrase donate blood with additional uses of the primary keyphrase blood donation
<h3>Blood Donation Centers</h3>
Paragraph(s) optimized for the secondary keyphrase blood donation centers with additional uses of the secondary keyphrase donate blood and the primary keyphrase blood donation
<h2>How to Organize a Blood Drive</h2>
Paragraph(s) optimized for the secondary keyphrase blood drive with additional uses of the primary keyphrase blood donation
<h3>Blood Drive Tips</h3>
Paragraph(s) optimized for the secondary keyphrase blood drive tips with additional uses of the secondary keyphrase blood drive and the primary keyphrase blood donation
<h3>Blood Drive Posters</h3>
Paragraph(s) optimized for the secondary keyphrase blood drive posters with additional uses of the secondary keyphrase blood drive and the primary keyphrase blood donation
