Making Keywords Work for You: SEO and Web Sustainability

Keyword optimization- a reliable strategy used to get people to find your content via both search engines and within websites. It is also important to remember that through using SEO best practices, you can make your website greener! Web servers and devices that consumers use to surf the internet both use copious amounts of electricity- most of which is generated by non-renewable sources.


If more findable content is produced, a consumer will spend less time browsing through less relevant content- leading to fewer loaded pages and fewer serve requests being made, and fewer images and videos loaded. A customer can even lessen the time they spend on their phones, tablets, or computers. This can all help save energy, and every little bit counts.


After expounding on the link between findability and sustainability, we will take a closer look on how to enhance the findability of content via page level keyword optimization- one of the most popular SEO techniques.


Focusing Keywords via Keyword Optimization

To optimize a page for a focus keyword, it must be located in several different places on a page. Excluding the homepage or landing pages where you have to optimize for several keywords regarding your products and services offered, you generally want to optimize a page for one keyword or keyword phrase.

Once you’ve decided on a focus keyword for a particular page, you can place it here:


In the Title Tag of Each Page

Put your focus keyword or keywords in the title tag of each page.

Remember that optimized title tags have the following characteristics:

-Be wary of duplicate tags- every page needs a unique title so your pages are relevant for certain things.

-Use only 70 characters or less for optimized titles.

-Include the company name at the end of your title tag to build brand awareness.

-Maintain consistency in the punctuation for all page titles in between your keyword and company name.

-Strike a balance between usability and keyword usage- keep in mind what language will be compelling for readers.


The Description Tag for Every Page

The second place to put your focus keyword/s is in the description tag of every page. The description tag contains a brief description that is shown on search results, or whenever content is shared on Facebook or LinkIn. This description, created for human readers, must always include your keyword at least once. The description should be written in plain English, utilizing convincing language that will encourage customers to clink on links- ensure that descriptions have only 150 characters or less since longer descriptions will be truncated in Google with an ellipses (…).


The Main Body of Your Content

Headings, often labeled “Heading 1, Heading 2” etc. or “H1, H2” in a content management system, helps summarize the content of a page.

Headings need to include both focus keywords and a summary of what comes next. Thanks to this, people and spiders can scan a page quickly to locate relevant content.


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This example from the Gap illustrates how headings can help customers get to the style of jeans that they want.




Within Your Page URL

You should also place your focus keyword within the URL of your page. An example for this post is:

Sample URL Image

For this example, we optimized the URL for the terms “SEO,” “keywords,” and “sustainability.” It’s not always practical to include your keyword in the URL of each page. Make URLs precise, descriptive, and human-friendly.

Within Image ALT Tags

When coming up with an alt tag for an image, include short sentences that describes the image- this will help both customers and spiders.

If your image contains text, the alt tag needs a copy of that text so visually impaired individuals and spiders can also read the text.


Putting Keyword Optimization into Good Use

By keeping these practices in mind, you will reap certain benefits- increased site traffic, content that is easier to find, enhanced accessibility and a reduced carbon footprint from your website.