Now, let’s talk about the keywords on your newsletter page. How do you optimize them? Are there any rules, principles, requirements? Yes, there are.
There are 3 simple things you need to take care of in regards to your newsletter keywords:
– Keyword density;
– Keyword phrase order;
– Keyword prominence.
Keyword density is how your keywords are spread over your newsletter. The percentage of your keyword density is easy to calculate.
Here is a simple tool to analyze your keyword density:
Keyword Density Analyzer
Also, if you work on your content offline, almost all SEO desktop applications have this tool built-in for you to use.
Different search engines have different algorithms but generally 5% to 15% (of keywords / total words) density is good for any search engine.
Go with 8%-10% option to be safe and efficient. If you see some other page ranking higher than yours for the same keyword with most other factors being equal, you can always adjust this by removing/adding keywords in your copy. Check their keyword density and see if you can make it just a bit higher. However, never forget you are writing for real people so make your texts easy read.
Keyword phrase order is important to make sure it matches the possible search query order. Think about how your potential subscriber would search for the topics or ideas covered in your newsletter. Place words in your keyword phrase in the same order.
Let’s look at an example. Which of these 2 phrase orders is correct? “All open houses in Pasadena” or “All Pasadena open houses”? I think the first keyword is most likely to be used if one searches for a directory/listing of all open houses held in the city of Pasadena, CA.
Keyword prominence is not a commonly known SEO factor but helps a lot with your newsletter optimization. Keyword prominence is how early your keyword appears in your text.
Rule #1: The earlier the better.
Rule #2: Keep them all in the first half of your entire text.
Today, there is so much information available on the Internet that we simply cannot read everything. As a result, an Internet user has to be highly selective in reading articles. There is a simple trick that anyone can use to know if the article worth reading or not at a glance: read the beginning of the article and then just jump to the end of it. If the article ends covering the same subject as in the beginning – it’s worth reading; otherwise it’s probably not bothering.
I recommend you to add your keyword in the very end of your newsletter too. It’s good for newsletter SEO and it’s good for readers.
Now you know how to use your newsletter keywords. Until next time…
Director, Online Marketing
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