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Adding Keywords Into Your Web Pages

After your site is built, it is important to set up your Web pages for getting high rankings in the search engines. One of the major methods to obtain high rankings is for your Web pages to contain effective keywords. This page describes the following major topics:

  • Add appropriate keywords to each page
  • Place keywords in the appropriate spots on your Web pages
  • Additional tips

Make Each Web Page Emphasize Specific Keywords

Each of your Web pages should emphasize specific keyword combinations applied mainly for that particular page. Search engines rank pages higher that have high density for particular keywords. For example, if you have an article about ICSI, then that page should have mostly ICSI keywords on it. Here is how a search engine might "think" about this:

"This user just entered a query 'ICSI'. To satisfy this users request, I want to display pages that are definitely about ICSI and not about other medical procedures. So, I will rank highest those pages that have the highest ratio of ICSI keywords."

Here are some examples of how you might fill some of your Web pages with laser-targeted keywords:

  • Services page - include the word "infertility" as well as whatever services you offer, such as "IVF," "ICSII," or "GIFT". It is ideal if you can have one page devoted to each service.
  • Location page - include your office location(s) city and state and perhaps a list of other nearby cities that you serve.
  • Medical Staff page - include your doctors' names
  • Home Page - include a summary of your most important site keywords, such as your major services, location, doctors, and any other important features of your organization. Make sure this page contains your most important keywords.

Place Keywords in the Appropriate Elements on Your Web Pages

So where do you add these keywords in your Web pages? You'll need to place your keywords in the following Web page elements, described below:

  1. Web page contents
  2. Title tag
  3. META Description tag
  4. META Keyword tag

Some of the following updates require technical knowledge of Web site development, so you may want to discuss them with your Web site developer.

1. Web Pages Contents

First and foremost, you'll need to have the contents of each of your Web pages contain specific keywords in the HTML text.  You should have each page laser-targeted for particular keywords.  For example, if you want people to be able to find your Web site when they enter "infertility clinic New York," then you will need to have those words on at least one of your Web pages (e.g., perhaps on your location page or your home page). If you have a well-known physician or embryologist on your staff and you think Internet users might search by that person's name, then you will need to have that person's name on at least one Web page.

2. Title Tag

TITLE tags are the most important element for ranking pages higher in the search engines. Ensure that each Web page Title tags contain your most important keywords for that page. Search engines rate these keywords very highly when deciding how high to rank your Web site in their listings. You can view how the Title tag displays on a computer, as follows: while your Web browser (IE or Netscape) is displayed on your computer, look at the highest blue line in your computer monitor. That is the Title tag. Inside the HTML, a Title tag might look this: 

<TITLE> Infertility services, intrauterine insemination, in vitro fertilization, zygote intra-fallopian transfer</TITLE>

3. META Description tag

Ensure that your META Description tags contain your most important keywords for that page. These tags are written in the HTML at the top of Web pages, but the tags cannot be seen when looking at Web page in a browser. If these tags are present on a Web page, you can see them by clicking on "View / Page Source" in Netscape or "View / Source" in Internet Explorer. They look like this:


Search engine experts suggest writing a short concise sentence of about 25 words or less. Some, but not all, search engines use these META tags when deciding how high to rank your Web site in their listings.

4. META Keywords tag

Ensure that your META Keywords tag contains your most important keywords for that page. These tags are similar to the META Description tags.  They look like this:


Search engine experts recommend a maximum of 1000 characters, including spaces and commas. Some, but not all, search engines use these META Keywords tag when deciding how high to rank your Web site in their listings.

Additional Tips

  1. Don't use keyword spam (e.g., adding the keyword "infertility" hundreds of time on a web page) to try to fool search engines into ranking your Web site higher in their listings. Search engines are aware of this tactic and are now penalizing this.
  2. The proportion of a keyword in your HTML tags to the keyword in your overall text is more important than simply spamming the keyword in all the tags.
  3. Make sure your important keywords are in your HTML text, rather than your page graphics, because search engines can't read graphics. If you must use some graphics that contain keywords, then make sure that you add the keywords into the graphics' "ALT tags."
  4. Each Web page should ideally have its own unique META DESCRIPTION tags, META KEYWORD tags, and Title, based on the page's content.
  5. Search engines also look for keywords inside of "ALT" tags, but these are less important than the ones described above. These tags are called "ALT" because they are used as text alternatives to images.

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