For years bloggers have / have published, used and shared the traditional SEO recommendations that is:
- ] Focus on a word / key phrase
- Use it several times in your text
- Use it in title
- Use it in URL
- Use it in meta description
To do this, in addition, we have fantastic SEO plugins with tools and guidelines for the creation of content.
But I think that none escapes us that although we follow these tactics our content does not work in Google results as we would like .
What is the problem of SEO plugins for WordPress?
In general there is no problem in its operation . All the most popular WordPress SEO plugins do what is expected of them perfectly .
Create site maps, allow you to edit the file robots.txt correctly generate meta tags , Open Graph and, in addition, some like All in One SEO Pack or Yoast SEO (especially) will guide you how to improve your content to position it in Google
In particular, Yoast SEO asks you for the keyword / target phrase and warns you where you should place it, either at the beginning of the title, in the URL, in the meta description in the first paragraph of the text, etc.
But does all this make your content get the top spots in the Google SERP?
Come on review these suggestions from Yoast SEO one by one and I will try to give you guidance and advice to respect
Keyword / target phrase in title
It is the first advice, and the most surprising, since you look for practically what you are looking for you will not find any It is true that some results will contain all the words in the objective key phrase, but many in a different order . ] There will even be results that will miss one word or another.
And I mean results on Google's front page.
Keyword / target phrase at the beginning of the title
The same thing happens with the old practice of trying to move the keyword to the beginning of the title. It is an old tactic not based on any logic .
Moreover, in the past, the overuse of this idea has caused the worst titles in the history of blogs, when commercial networks made apply this concept (like the rest) with a knife, without any criteria.
But come on, you can check lots of keywords to verify that the Google bot gives the same treatment when the target keyword is at the beginning of the sentence, in the middle or at the end of a title .
Come on, that there is no objective evidence or documented science to justify it and of course does not get any impact on search engine results where the keyword is located in title .
Keyword / target phrase in URL
Currently bloggers tend to create shorter URLs which not only prevents an exact match of keywords but often does not even repeat the text that appears in the title.
If you observe the first results in Google of almost any search you will also notice that you can not say, let alone demonstrate, that certain URLs are more optimized for searches than others .
Having said that, do not let WordPress create the default URLs, the typical tusitio.es/? p = 123 I already told you that it is a resounding NO .
But although Google does not mind that there are symbols in your URLs prefers URLs with words since they are better, clearer and more descriptive for users, even though almost nobody currently looks at URLs.
The reality, however, is that Google continues to recommend an easy-to-read URL structure . In this way usability is improved and that increases the confidence in your web and its content .
Keyword / target phrase in the meta description
The first thing you should know is that not always Google shows the meta description in the snippets of the SER P.
] I have done a lot of tests on websites of several search results and only some had the meta description in the snippets .
In the rest, Google simply it showed the first 200 words of the text.
And, coming back to the topic of the exact match of the word / target key phrase, none of the webs in several search results had them in their descriptions, nor in the snippets .
Of course, we must admit that  09] yes they contained several combinations of the words of the phrase clav e.
The description of an article must be oriented first to the reader! As people decide to click on the link of the SERP judging what you read in the snippet .
So make your descriptions, and the first words of your content, be as descriptive and irresistible as possible .  Word / target phrase in the first 100 words of the text
As I mentioned earlier, in most of the pages shown in the first results of the SERPs for any search, Google shows the first 150-200 words of the text .
and there is no exact match of word / key phrase in the results .
In some texts we could even include semantic variations of the word ra / objective key phrase .
Although our SEO plugin tells us that " the target keyword does not appear in the first paragraph of the text " we can get very good results in the SERP.
And this is because the exact match of the word / key phrase in the first 100 words of your text has nothing to do with perfect optimization .
Keyword / target phrase in subtitles
 If you take a look at the first results in the Google SERP of most searches, I'll bet you what it will cost you to find articles with the keyword in more than one subtitle of its content.
What's more, the safest thing is that neither you can not even find the exact word / key phrase in any of the text's subtitles.
And if you try to add the target word / key phrase in many subtitles of your text, the most normal thing is that ends up looking totally unnatural
And remember that Google seeks to offer users of your search engine relevant information, which is not created by or for machines .
Content relevance matters more than structure rich in keywords .
Keyword / target phrase in ALT tags of images
The first thing to keep in mind is that bots Google and the rest of search engines are only good with the information contained in text. That is, they understand and track only words .
ALT tags, in addition to web accessibility in SEO you should think of them as an aid so that the crawlers of the searchers " understand " what the images contain, and show it in the search results.
The descriptive ALT labels help users get a general idea of what the image is in case it is not shown, and the screen readers to read the description of it to blind users.
But no exact match of word or key phrase in a ALT tag will upload your content to the first results in the SERP .
Number of key words / key phrases throughout the text
I have done several tests on Articles that occupy first positions in search results da and for more than I searched I did not find an exact match of the words / key phrases in their content .
Mind you, all the texts contained key words / phrases that were synonyms or semantically similar to target words / key phrases.
This means that you do not have to include a certain number of target keywords / phrases in your post to rank in the top positions of the search engines. So leave forgetting the outdated concept of the density of exact keywords .
A good idea that I suggest is to do a search of related key words / phrases of the theme for which you want position, to cover a broad spectrum of results .
For this you can use a keyword planning tool and take a look at the list of similar and additional suggestions to your word / target key phrase.
Or, if you prefer, you can check which key words / phrases your competitors rank . If you check your texts you will see that each post positions a large number of additional key words / phrases that you, too, can use in your own content.
This will increase your chances of positioning in top posts .
Length of content
Also SEO plugins like Yoast usually suggest you think texts over 300 words long .
Apart from that is a good general suggestion it does not mean that a longer text will automatically rank better, or not at least in the top positions.
A text as long as possible is good in general for many reasons:
- It allows to cover a topic in depth
- It allows the use of many key words / phrases
- Makes many readers consider it eren very relevant
But do not incur the length without providing depth . It will not be good for you or for your readers.
I hope that with this reflection you have reached the conclusion that you should not blindly follow the suggestions of text optimization Yoast or another SEO plugin .
What should you do then?
- Do a good planning of key words / phrases determining your main topic and obtaining a list of key words / phrases in which you want to position.
- Examine your main competitors in the search results, those above, to find your key words / phrases, and "get" word ideas / key phrases you use in your articles.
- Write an irresistible text that includes as many relevant key words / phrases as possible, and covers the topic in depth.
- Create captions to guide your lec tores through your content in a fluid way and thinking about the user. You can use key words / phrases from the list of suggestions to create your subtitles.
- Add relevant images that illustrate the subject, and help your readers get more information.
- Create a URL thinking about the user to make it easier to click on your link.
- Write a clear and irresistible meta description that helps users understand what it is about the article from the beginning.
- After publishing your content get inbound links to it to make it better positioned and more visible in the SERP.
Today SEO is no longer just like 10 years ago and a strategy of putting the exact key word / phrase will not help you position better.
So focus your efforts on your content, and create irresistible texts, with a great number of different key words / phrases, but related in it.