Optimizing Content with Keyword Placement

Document created by CLoya-esristaff Employee on Jun 11, 2018Last modified by CLoya-esristaff Employee on Sep 28, 2018
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Adding keywords to your content can help your audience find your posts in search engines such as Google, Bing, Safari, and within GeoNet. Search engines are designed to display the most relevant and useful content higher in results. Keywords tell search engines what the page is about and how it associates with keywords used in searches by the reader.


Web pages should be optimized for 1-3 target keywords or keyword phrases based on the relevance within the content. The pages should incorporate the target keywords early on the page and as naturally appropriate. Avoid overstuffing or attempting to force your target keywords in your content. Search engines will penalize you for it, as they are getting more sophisticated in emphasizing the full spectrum of natural language and quality of content instead of just a few defined keywords. More importantly, it may be confusing to your audience if every sentence is conspicuously stuffed with keywords. Use keywords effectively to help your audience find appropriate content relevant to the reader's search.  

Remember to always write for your audience, not search engines. 

Keyword Placement Guidelines

Headings (H1)

May repeat the page title. However, it is best to use a different heading using the keywords. Also, the earlier in the heading you can insert the keywords, the better.




GIS Mapping: Facts and Myths


Instead of:

Facts and Myths about GIS Mapping


Headings (H2, H3, etc.)

Subheads are very SEO-friendly and will boost page relevance. They are useful in helping to break up a long page and improving readability.  These subheadings may also contain the targeted keywords or supporting keywords. Do not overuse keywords in your subheadings. Work them in when naturally appropriate.


Examples of Heading Sizes

 The content toolbar for each content-type allows the author to change the heading sizes. Notice the size differences and color differences for each heading. Using the preformatted will change the content to the pre-coded font parameters.

heading drop-down menu



Use your targeted keyword in the first 100 words and then repeat as appropriate with the natural flow. You can use variations on your keywords (i.e., GIS careers and careers in GIS or jobs in Geographic Information Systems)



This example illustrates optimization for the keyword phrase “breast cancer.”



When lung cancer metastasizes or spreads outside the infected area of the lungs, cancer cells are often found in the lymph nodes under the arms. If cancer has reached these nodes, it may mean that lung cancer cells have spread to other parts of the body.


Instead of:

When cancer metastasizes or spreads outside the lungs, cancer cells are often found in the lymph nodes under the arm. If it has reached these nodes, it may mean that cancer cells have spread to other parts of the body.


Content Links

Using links to useful, relevant information will provide valuable information to GeoNet visitors. Content links should ideally feature pages within our network of sites that may be useful to the audience. Selected external links may also be appropriate if not overused. Be cautious in including too many off-site links as they may encourage your audience to leave your site.


A few tips to keep in mind when using content links:

  • Avoid using “click here” when linking to another site. Use descriptive anchor text that informs users where they will land. Use relevant keywords when possible.



Learn what to expect during Esri UC.


Instead of:

Click here to learn about what you can expect at Esri UC.


  • Always have links open in a new window if the page is in another site and the same window if they are within GeoNet.
  • Use links as appropriate in your content, but don’t overuse.



When placing images on your Website, use “ALT text.” Alternate text, or ALT text, is an HTML code attribute that is used when an image is not rendered as intended. 

Search engines sometimes display this text instead of the description or render that text when the image doesn’t load. ALT text is also useful in helping search engines index content for image searches.


A few tips about ALT text:

  • Make your ALT text descriptive
  • Use keywords in your ALT text, but NEVER spam with stuffing keywords
  • Use Title tags in your image tag. Ideally, use the same keyword(s) as in ALT text



Whenever possible, cross-linking your content with other content, spaces, groups, or Esri.com pages will help generate great search results. Cross-linking also helps guide your audience on the path you want them to navigate through your content. Consider the journey you want to drive your audience through when cross-linking your content.


Example of Cross-linking

Upon reading How to Edit Your Profile, the GeoNet Member will learn how to edit their profile. The "Next Steps" provides further examples within the GeoNet Tools & Resources for more training and additional links to Upload Your Profile Photo(s) and Avatar, and Adding Skills and Expertise to Your Profile.


The cross-linking helps navigate Members through the completion of their GeoNet profile. 

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