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Search engines

The aim of all content we produce is to A: be informative to our audience, and B: rank well (top of page 1) in search engines. To ensure this happens, you must write your content in such a way that it targets specific keywords. Below we have outlined what you need to do to accomplish this.

When viewing the article in, you will see keywords have been added to the ‘Keywords’ section of the article detail page. These keywords must be included in the article, as outlined below:


Your article must include:

  • A primary keyword / key phrase
  • Secondary keywords / key phrases

Primary keyword is the keyword / key phrase for which we want the article to rank for in search engines. The primary keyword / key phrase should be used in the article title, in the first paragraph of the article and then a few times in the rest of the article (See How Many Keywords per page .  For example, in the article Marijuana and MS, ‘Marijuana and MS’ is the primary key phrase. This is used in the article title, in the first paragraph, and a number of times throughout the article.

Secondary keywords are the keywords or key phrases that contain the primary keyword(s) and another word before or after. For example – Marijuana and MS treatment.

How many keywords per page?

In general, write each web page around one primary keyword phrase and up to two secondary keywords. Focused content yields stronger keyword relevance and better-satisfied visitors, too, because the page delivers what they searched for.
Be careful not to overuse, or “stuff,” keywords. Just incorporate keywords strategically through the page to help search engines identify what your page is worthy of ranking for.

As a guide, 2% of the content should be keywords. If your article is 1000 words, the keyword 10-20 keywords (including the page title). Any more than 4% and Google may consider the content as ‘stuffed’ with keywords.

The keyword or phrase should appears in the title, once or twice in the article, and once or twice in subheadings.

Remember, it’s about quality content

Placing keywords in the right spots with natural and reasonable frequency (as above) is critical for search engine optimization. Yes, you need the keywords, but you also need to make your content worthy. Write for human beings. Your writing should be precise but not repetitive.

Linking Out

Here are some rules of thumb for linking based on generally accepted best practices:

  • Link to relevant content fairly early in the body copy.
  • Link to relevant pages approximately every 120 words of content.
  • 5-10 internal links (links to other HERB posts) in every article.

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