The on-page SEO process is essential to ensure the pages of your website get crawled and indexed according to your targeted keywords. In essence, on-page SEO (or "keyword optimization") is the art of using targeted keywords throughout certain areas of a page's content. This will help to ensure that the optimized pages of your website are stored in the appropriate 'search engine decks.' We'll assume that you know your keyword targets and jump right into our lessons for on-page SEO 101.
The page title underscores the primary focus of a page. The content of the page title is what makes up the large blue hyperlink that is displayed in the search results. Page titles are known to have the most weight in establishing keyword relevancy for on-page SEO. For this reason, it's important to write page titles that are both user-centric and keyword-optimized.
Below are some best practices of writing well optimized page titles for SEO:
- Always include your primary keyword target in exact phrase match form for each page. It can also helps to mention the primary keyword as early as possible.
- Keep the length of each page title between 60 and 70 characters. Google will only display so many characters, so keep your titles concise and to the point.
- Make sure that the title for each page throughout the website is unique. Some websites have automatically generated page titles that are duplicated throughout the site. Taking the time to write a unique title for each page is crucial for on-page SEO.
- Ensure the page title accurately describes the content of that page (and is not overly keyword-stuffed.) This gives search engine users a good representation of what the page is about.
Meta descriptions are brief summaries of a page that are shown just below page titles in a search engine results. Like page titles, Meta descriptions are apart of the webpage's mark-up or HTML that is only visible in the back-end. However, they still carry a high degree of importance for SEO and establishing optimal keyword relevancy. Not only do good Meta descriptions include a balance of keywords for SEO, but solid descriptions are informative, value-focused, and typically include some sort of call to action.
Below are a few techniques to keep in mind while writing quality Meta descriptions.
- Include your primary keyword target early in the Meta description. If you have enough room and if it makes sense in the content, you can try using a slight variation of the keyword towards the end.
- Keep your Meta descriptions about one sentence long (perhaps two short sentences). Google and most other search engines will only display about 160 characters of the description.
- Focus on writing creative and compelling Meta descriptions. Include unique verbs and call to action statements, and strive to promote what’s valuable about the page or offering.
The visible, on-page copy or page text is what users will see while visiting your site. The on-page copy is also what spiders crawl after they hit the page title and Meta description. So like the latter two on-page SEO the copy needs to be keyword optimized, yet still very focused on the user. Quality content contributes to greater conversions, so ensure that your copy reads smoothly and expresses value to visitors.
Writing keyword-optimized page text (without sounding redundant) is not an easy task. The process should be a natural flow while making use of your targeted keywords respectively. The keyword here is "natural" - avoid butchering your content just to include a keyword target here and there.
Below are some SEO copywriting tips while producing keyword optimized page copy.
- Reference your primary keyword target a few times in the page copy. Mention your keyword target in first H1 and in the first few sentences of the copy, but again, keep it natural.
- Utilized different kinds of headers in your page copy. That is, group or chunk your copy based on various ideas and concepts, and make use of H1's, H2's, and H3's to separate each topic.
- Strong tag (not bold) instances of keywords in the copy. This tells search engine spiders that a specific word or phrase is a bit more significant.
- Make use of text styling attributes, like italics or underlining, to the copy. Regardless of whether or not your keywords are involved, these styling elements can offer a bit more stimulation for users when reading your copy.
The focus of on-page SEO is to establish keyword relevancy with creative and logical use of specified semantics. Optimizing page titles, Meta descriptions, and page copy is not all that difficult, but practice and experience will go a long way. If you'd like to learn more about on-page SEO, visit the organic search marketing experts in website optimization at www.WebPresenceGroup.net.
About the Author
This article was written by Tyler Tafelsky of Top of Mind, a professional organic SEO company in Traverse City, MI. Tyler is highly engaged in organic search marketing and social media engagement. To learn more, you can connect with Tyler on Google Plus.
SEO copywriting is an underrated yet essential aspect of an SEO campaign. By communicating to both website visitors and search engine spiders, it's the SEO copywriter who balances keyword inclusion with quality and compelling page copy.
Well optimized content instructs a spider on how a website should be indexed, and thus its relevancy to select keyword categories. Just as important, quality SEO copywriting has meaning and value to its readers, and thus attributes to more conversions.
Below we make the argument why SEO copywriting must never be overlooked in your SEO program.
1. Web Copy Lays the Foundation
The central goal of a SEO copywriter is to help a website become more relevant on specific keywords. Creating content in this fashion entails more than just a high volume of keyword inclusion. SEO copywriting is an art of acute planning, structuring, and writing.
The SEO copywriting process begins with breaking down a website, and determining the insides pages that are "optimizable" with respect to certain keyword objectives. Those keywords that cannot be optimized internally may be appropriate as new pages to expand upon, or covered through other online mediums.
Page structure is also essential, such as using a balance of header 1's and header 2's, along with strong tagging and cross-linking with perfect anchor text. These minute details go under-appreciated in the SEO profession. But often times, a robust and informative page with 300 words (or more) of well-structured copy will always have an upper hand.
Well researched and well executed copywriting can present a website to the search engines with precise keyword targeting. Just take a gander at the "Keywords" tab in your Google Webmaster Tools. Keyword relevancy via content is the foundation to SEO. As a result, further optimization efforts, such as link building and content marketing, are way more effective.
2. Strong SEO Copywriting Converts Visitors
Unlike well-versed SEO companies that staff in-house copywriters, often times many SEO firms choose to outsource their copywriting are often delivered the "fluff" content. That is, poorly optimized copy that rants on and on - a group of empty sentences that simple state what is and never seem to get very creative or very specific.
The difference between the "fluff" copy and really awesome copy are words that speak to specific audience through the voice of a specific brand. Great SEO copywriters highlight the unique features and benefits, and communicate creatively to the market. They also write with stealth keyword inclusion.
Conversion-driven copywriting is the result of diligent research and brand immersion. This includes learning about the business and its unique selling propositions, as well as exploring the competition and determining the ideal course of action. Before a SEO copywriter starts writing, it is essential he or she understand how competitive, and thus feasible certain keywords targets are. Good copywriters are able assess the overall strength and keyword potential of a website to gauge the plausibility of achieving a high ranking.
3. Title & Meta Description Prowess
The third reason why SEO copywriting is King derives from the Page Title and Meta Description. These critical elements make up the search listing that users see after submitting a keyword query. In short, the Title and Meta Description serve as the ad copy that sells the webpage.
Tailoring an awesome Page Title and Meta Description is a craft. Only 72 characters of the Page Title are displayed in Google's results, so it is vital to respect both keyword inclusion and the essence of the message.
There are no defined rules to writing the ideal Page Title, however the better SEO copywriters will agree that a concise, compelling, and keyword-friendly title is best. Like tailoring a headline for an article, the central purpose of a Page Title is to define the page in few words.
Meta descriptions are just as important because they supplement users with more information about the page and help support a great Page Title. Solid descriptions hint at what the page is about and how the page can benefit its target audience. And with more room to write, SEO copywriters are able to pitch their listing with additional creativity and allure.
4. Double-Stacks Deliver an Impact
Although overlapped into technical SEO, one of the most powerful tools in SEO copywriting is internal cross-linking. Especially for large websites, such as ecommerce stores with multiple product categories, cross-linking relevant webpages can work magic in the search results.
When two highly keyword-relevant pages are cross-linked with the proper anchor text, the results can display a "double-stack" in the search results. This is when to two listings of the same domain are shown together. A double-stack is significant because it doubles your search exposure while reducing that of your competition.
Although double-stacks are somewhat unpredictable, there are a couple of SEO copywriting techniques that help promote such results. Typically, the two pages being cross-linked must be highly relevant to one-another and the website as whole.
Before unleashing your organic SEO campaign, make it priority to ensure that the copy is spot-on. This means choosing the right keyword phrases and including a proper balance of those keywords in the copy. It also means choosing the right help, and not making the mistake of buying fluff content.
If you plan to optimize your own website, take the time to research highly relevant keywords as well as the competitiveness of each. Targeting overly-competitive keywords that simply sound attractive may be a wasted effort.
Lastly, be mindful of your target audience when you construct your content. Always write with a purpose and always write with a direction.
A solid web design is the basic necessity for any business looking to increase its online exposure. Whether the website of a business functions as a presentation of services, an infomediary, or an online store, an SEO-friendly web design is essential to maximize its marketing potential.
Without SEO, even the most visually-appealing, creative, and content-rich websites will not receive the amount of visitors it deserves. For this reason, SEO-friendly web design is critical during the initial stages of development. Below we underscore some of the crucial steps to creating a good website by using the best practices of SEO-friendly web design.
1. Thorough Keyword Research
Any search engine operates on the basis of indexing and searching keywords present on many different websites. Finding the right keywords for any venture and focusing on them in the content means that the search engines will more easily access the site and then more often present it in their search results.
In this step of the web planning process, everyone must balance out the need to go global with the necessity of staying focused on a clear topic. A very broad website that features many different kinds of content will probably receive less attention from the search engines than a website which targets a clear group of topics.
2. Staying Accessible to Search Engines
Many times, a business will be offered a very dynamic and responsive web design, possibly through the use of Flash programing language. Although Flash offers this option, at the same time it brings many problems to the search engine bots (also called crawlers) which automatically index any new website.
If these find parts of the website inaccessible or unreachable (or even the entire website), they will simply leave it, which defeats the entire purpose of the endeavor. Instead, using regular HTML code, even the newer generations like XHTML, will not provide difficult a challenge for the search bots. Ensure your web design is SEO-friendly for crawlers, before having to either go back to the drawing board, or invest in website optimization services.
3. Being Accessible to the Visitors
In the modern world, only a fraction of visitors to any website come through regular desktop or laptop run browsers. A big portion of search engine queries comes from mobile devices like smartphones or tablets. In the coming years this trend will only continue to grow as more and more people start to use them. A website must be designed so that it takes this fact into consideration, and it should be easily accessible on any of these devices to boost its SEO-friendly web design.
4. Integrating Social Media
A modern SEO process must be aware of the incredible potential of the social networks like Facebook, Twitter, Reddit, Pinterest and many more. A web page which was shared on these networks will also receive a boost in the search engine rankings due to the fact that it is clearly popular amount large number of users. Having an online infrastructure which easily allows sharing, tweeting or pinning is the necessary base for this important segment of any SEO-friendly web design strategy.
5. Incorporating Rich Media Content
A website is not only built from words. Any successful website also includes images, videos, sound files, or any other kind of rich media content. Although search engines cannot listen to podcasts or watch YouTube videos, they can read their titles, alternative text, links, and descriptions. These should be carefully written and they should also follow the same keyword optimization as the rest of the website.
Today, getting recognized and indexed by big search engines like Google, Bing or Yahoo is of paramount importance. By using these guidelines, any website can greatly benefit from a design that is both appealing to the visitors and very SEO friendly to search engines.
An optimized web presence will produce many possible benefits while a weak one will only provide an illusion of owning something which doesn’t fulfill its potential. SEO is one of the key avenues, and a solid web design is the portal.
SEO undoubtedly happens to be one of the most effective online marketing strategies, which can enable you to earn top rankings with search engines, enhance your website’s visibility, and more to the point drive traffic to it.
However, unlike what some individuals may like to think, this process isn’t static and what might have worked yesterday might not work today. This has unfortunately led quite a number of webmasters to get penalties for going around search engine optimization the wrong way.
The following are 10 SEO copywriting tips for flawless on-page optimization. These website optimization tips that will not only help land your company's website top rankings, but also drive help to drive quality traffic to your website.
1. Utilize related keyword, grammatical variations and synonyms
For those who might perhaps be not in the know, Google and most other major search engines use what is known as latent semantic indexing (LSI) approach to effectually associate search results with a user’s objectives. This definitely means that by providing alternative or closely related keywords to your main one, you stand a higher chance of landing improved SERPs rankings. This technique also enables you to cast your net wider ensuring that you can easily engage a much broader target audience.
2. Provide solutions to your prospects problems
Most browsers are always on the lookout for products and services that offer viable solutions for their distinct needs and preferences. By taking the initiative to create content that dwells on the provision of credible answers to all the conceivable queries your prospects might have. As well as elaborating on the various facets of your given niche, you can effortlessly earn top rankings and heightening your site’s visibility. This naturally drives more traffic to it, which you can convert into leads.
3. Write lengthy, in-depth quality content
It has been firmly proven that the average web pages ranking on Google’s first SERP usually goes to content that have a word count of more than 2,000. Additionally, in-depth content in most cases than not, receives more shares and link than short, ambiguous content. So it is a shrewd SEO tactic to create content that comprehensively addresses a given topic and offers valuable information to your readers. This can go a long way in cementing your credibility as a "thought leader" in your niche and of course improve your ranking.
4. Focus on getting more shares and links to your content
The more shares your articles receive, the more they will be referred on authoritative websites (more quality links). This is one of the metrics Google and other search engines use to evaluate the relevance of a website’s content. Focus on writing exquisite content that is guaranteed to get shared on all the platforms that matter. This includes authoritative blogs, industry bigwigs sites, newsletters and of course the popular social media networks such as Facebook, Twitter, Google+, Linkedin and so on.
5. Write your content for humans, while still optimizing for search engine "bots"
SEO is a 2-pronged strategy that is geared to spark the interest of potential prospects while also earning credibility with search engines. It can sometimes be very difficult to strike the ideal balance between these two goals. However, at all times always try to create high quality content with natural keyword integration that will effortlessly engage your audience and at the same time earn you top rankings with proper on-page optimization.
6. Pay closer attention to your web pages title tags and meta descriptions
Title tags and snippets (meta descriptions) are the first things Google considers when it comes to indexing web pages. The combination of these two are the first information users see on SERPs. It is consequently extremely important to pay a lot of attention when crafting title tags and snippet, especially keyword integration. This will ensure more people click on your web pages. As most well-informed individuals might readily know click-through-rates (CTRs) are still a significant factor in search engine rankings.
7. Utilize long tail phrases
Long tail keywords have a substantially smaller search volume, but usually draw more focused leads that you can effortlessly convert and even close. If you're SEO niche is highly competitive, then opting for less competitive, highly unique long tails is the way to go. And even if your SEO strategy is targeting short-tail keywords, you can still capture search engine exposure by creatively implementing long-tails in the copy and establishing keyword relevancy on these longer terms.
8. Avoid keyword stuffing, seriously
This happens to be a perennial SEO problem, and to effectually address it, Google and all major search engines continually make algorithms that are designed to weed out content that they deem to try ranking manipulation. As a rule integrate keywords naturally with your SEO copywriting and avoid excessive repetition.
Google deems overly optimized links as a positive sign of ranking manipulation, which can lead to penalties. Try to keep your web pages URLs as natural as possible. Use naked, branded URLS and long-tailed phrases. This is critical for proficient SEO and website optimization in today's day in age, as many companies are getting penalized and losing their search engine visibility entirely, which can cripple a company.
10. Make use of Google+
Google+ is destined to play a crucial factor in SEO, and functionalities like author rank will enable Google to associate ranking factors to individual authors, not only the websites that host content. It is prudent to ride with this wave. Setup a Google+ profile, include appropriate authorship markup, claim ownership over all content you post, begin to build author rank as well as become active in your circles. Dong this will in no time earn credibility for all your content regardless of where they are posted.
Stay tuned on our organic SEO blog to learn more great tips for SEO copywriting and website optimization.
Content marketing is an effective communication strategy that involves the creation, sharing and publishing of content, for the primary purpose of increasing a brand's visibility as well as to build a brand's reputation and web presence.
When done correctly, content marketing can lead to an influx of high-quality inbound links as well as an increase in organic traffic as well. Let's take a look at how content marketing can help to increase organic traffic and some tips to utilize when it comes to formulating an effective content marketing strategy.
Said in simple terms, once you understand what the key components of content marketing are, you will be able to see how it can help to increase organic traffic. You can also leverage content marketing to support various aspects of your SEO strategy, social media marketing efforts, and the optimization of your web presence. Therefore, let's take a look at 5 basic steps that an ideal strategy should consist of.
1) Create An Audience Persona
The first thing you need to do is to create your audience personas. This is due to the fact that your content needs to be about things that your ideal audience would love to learn about. As such, before you even contemplate the possibility of creating your content, you need to figure out who you target buyers or audience is. Basically, what kind of person do you want to read your content?
2) Define Your Personas' Common Search Terms
Once you have created your buyer persona, or in essence have gained a good perspective of the type of people that you want to read your content, you need to create a SEO-focused keyword list that is based off your audience's common search terms. Why? Because optimization of your content (or SEO) is how you get organic traffic from content marking. A good rule to remember is this:
- Your target demographic searches for something.
- You create content for which your target demographic is searching.
- With SEO best practice, you brand can get more organic traffic.
3) Determine the Type of Content That Your Persona/Audience Loves The Most
Once you have determined some good topics for content that you can create that relates to your audience's most common search terms, you need to determine the best type of content to utilize to increase engagement. Remember, the type of content that you create should be based off the needs of your audience.
Meaning that, if your audience performs search terms that are related to installing a laptop hard drive, an article may not suffice, but rather a video. Alternatively, if your audience wants to learn about 20 different ways to increase their productivity, they may find an article that they can go back and re-read, to be more valuable than a video.
When it comes to determining the ideal type of content that you should be focusing on, some of the questions you should keep in mind, include:
- What is your audience search for through Google?
- What is your audience's intent behind their searches?
- What are the problems that they are trying to solve?
- Which type of content would encourage them to either, click, stop or consume?
4) Develop A Personality That's Attractive To Your Audience
Every successful brand has their own unique personality and style. If you think about it for a second, you more than likely gravitate towards people who are like you. In the same breath, people will gravitate towards brands, that portray a personality or style of their own.
As such, not only do you need to figure out what your audience needs, you need to figure out how they like it styled. This takes some content marketing creativity but will ultimately help shape your voice and tone in your work.
5) Demonstrate Some Consistency In Your posting Frequency
At this point, you have gained some perspective on who your audience is, what they want and how they are going to receive it. Now, you need to figure out how often this is going to happen. Some tips to consider when it comes to doing just that, include:
- Take a look at "Curata's Content Marketing Pyramid," it can give you some great insight as to how frequently you should be posting, based on your content type.
- Determine how frequently you should be posting based on your audience's behavior, i.e. when are they the most active?
- Create a calendar and schedule your posting.
Organic SEO is arguably the most powerful online marketing strategy being used today for most businesses. A successful organic SEO campaign needs to include a combination of various strategies and techniques, including building link popularity, publishing high quality content, establishing keyword relevancy, creating a social media presence, and other organic SEO methods.
Establishing Keyword Relevancy
The success of organic SEO depends on how precisely and strategically keywords are used throughout the site's content. Without unique and high quality content that's properly keyword optimized and geared to captivate your audience, it's not only difficult but aimless for a site or blog to rank highly in Google, Yahoo, Bing or any other popular search engine.
Keywords are basically the central focus in which web users submit to search engines to find a particular result. Search engines focus a lot on keyword relevancy and density when crawling, indexing and ranking a site.
Therefore, it’s important to ensure precise keywords are used on specific pages of your site, and in balance moderation or density. The right keyword density means a website will appear more natural and relevant to Google without seeming over-optimized. When selecting the relevant keywords, it’s a good idea to write down words that are applicable to a site and the related topics.
Creating a Social Media Presence
The benefits of social media have sky-rocketed these days and there is more that is expected with time. Social signals play a role in SEO and achieving a higher ranking and as a result, every business must employ the use of social media and social bookmarking.
Social media sites such as Twitter, Facebook, Google+, Pinterest and many others give webmasters great power to boost their search engine optimization efforts. Through sharing of blog posts across social media platforms, a business is able to gain quality social traffic to their website. If the readers enjoy the content , they can like and share it widely with just a click of the mouse. This increases the inflow of traffic which allows a site to climb to the top of search engine rankings.
Building Link Popularity
Perhaps one of the most effective organic SEO techniques is building and properly maintaining links to a site. There are many ways of achieving this with one of them being exchanging URLs through social media marketing and blogging. In fact, link building contributes more to page ranking than other factors considered by search engines.
Another worthwhile strategy to link building is writing and submitting informative and quality articles to article directories. The articles should contain the keyword and link back to a site’s URL. These are natural ways to generate link popularity for SEO while exposing your content to new potential clients. For instance, well optimized surgeons and medical professionals will often publishing in-depth articles related to their specialties and services to educate potential patients.
Optimizing the Website
This organic SEO method serves to increase a site’s usability. Through rearrangement a site’s architecture and links, pages within a website become easy to find and navigate. By doing this, users can easily find the information they need. Besides, search engines are able to crawl a site and find pages.
A website also needs to be optimized on mobile phones owing to the widespread use of smartphones. Websites that are usable on multiple devices stand higher chances of ranking higher than competitive sites.
Design a SEO-friendly Website
On application of effective organic SEO strategies, business owners will greatly benefit. However, it’s good to take note that these techniques keep on evolving on a daily basis. Ethical techniques generate the most positive results.
Content marketing is the buzzword that’s sweeping across the marketing world, and yet many digital marketers are still unsure what content marketing is and how to use it.
Content marketing is a creative approach to marketing whereby a business or brand produces their own media with the aim of publishing it to spread awareness, educate, and/or share information. Unlike other forms of Internet marketing, there’s rarely a big pitch or call-to-action at the end.
In short, solid content marketing strategies center on valuable and relevant information, delivered in an easily digestible format to a target audience.
What Does Content Marketing Include?
As a means of communication with limitless creativity, content marketing has no boundaries. If you have an area of expertise, you can use content marketing as a way of sharing your knowledge on a given topic whilst educating your customer. For instance, a restaurant or food company may decide to start publishing articles about nutritional trends, recipes, presentation ideas, etc.
Companies ranging from Microsoft and P&G to your local small business are employing content marketing strategies. As a result, these companies are successfully cultivating greater credibility and trust, as well as building a larger audiences. While these benefits may be ambiguous in terms of measurability, there are ways in which companies can leverage content marketing to generate sales, leads, and other tangible performance metrics.
Can Content Marketing Improve Conversions?
It’s no question that traditional advertising platforms are expensive, difficult to track, and questionably effective. Consumers are not only more intelligent and conscious, but individuals have become more aware of standard advertising and have established mental filters to block out ads and information that doesn’t serve them.
Content marketing helps to replace these traditional advertising mediums by communicating to an audience that actually has interest or need to hear what you have to say. While this may or may not result in direct conversions (depending on the strategy), a company can actualize a number of goals and objectives by fueling other forms of growth (i.e. better search engine rankings, more social media followers, etc.) Content marketing can also fuel SEO and social media, which are two very powerful means of generating quality traffic to a site.
Informative content that your company publishes can provide the message that not only are you good at what you do, but you’re willing to share that information with the customer. It’s this very “being in on the secret” feeling that builds loyalty between customer and company. So, whilst you may not be able to directly measure the number of sales made from this approach, you can rest happily knowing that content marketing is about the long-run: creating loyal customers who are truly engaged with your brand and what it has to say.
Getting Started with Content Marketing
We recommend that if you’re interested in implementing content marketing, start small and highly focuses. Choose a niche topic that you really know about and produce a great, thoughtful, informative, and/or solution-oriented piece on it (i.e. article, video, infographic, etc.) Further, you can optimize and focus your content on specific keywords that will help support your SEO strategy. For example, an electronics retail could produce informative, review-based articles for specific products they’re trying to rank for, such as “Altra Men's Lone Peak 2.5 Trail Running Shoe Review.” Per the latter example, a content marketing-infused SEO strategy can be best achieved targeting long-tail keywords.
Lastly, share the content by any means you have available – Facebook, Twitter, LinkedIn, Pinterest, Google+, colleagues, and other networks that can help increase the visibility of your content. Once your content marketing efforts gain traction, you can start writing and producing more once you know what your audience is looking for (and what’s working.) Just remember, everything you publish should be addressing a specific need or question in minds of the audience.