• http://twitter.com/egiethoorn egiethoorn

    Tom you have expressed beautifully in a short article!
    But I see, hear and read more and more SEO “experts” indicate that headings no longer matter for SEO within Google. Self I focus still on Headings in H1 and H2 with the keywords in my mind.

  • http://www.portent.com Tom Schmitz

    Thank you for the comment Egiethoorn.

    Correlation studies show that the h# tags hold little value as stand-alone ranking signals (Insert disclaimer that correlation is not causation and the map is not the territory here). Regardless whether or not you subscribe to this hypothesis, h# tags provide an excellent way to structure page content because that is what h# tags were designed for. If you are writing about your keywords this means that they provide natural places to put search queries on your page and to write entire sections about specific keywords. They provide an infrastructure for writing quality content, which is what search engines really want, and that content is keyword rich.

  • neil

    Hi Tom

    I’m a new member here and I really enjoyed your article. What are your thoughts on keyword density? I know some people think it matters to Google and others think not.

  • http://www.portent.com Tom Schmitz

    Hi Neil,

    I never measure keyword density when I write and I do not suggest it to others. It’s a poor substitute for critical thinking. Words are not uniform; they do not appear with the same frequency as each other. Also, keyword density cannot account for related words and other things one encounters in language.

    I realize that some popular SEO writing tools use keyword density. They use it, not because it works, but because it is something they can measure and put on the screen (IMO). Even when most SEO experts used keyword density – back when the Google algorithm was a lot simpler – there was little agreement among professionals on what the best keyword density was.