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.
Leave a comment
Writing SEO-friendly page copy can be a creative challenge for ecommerce, but it can also be a fun challenge for some copywriters. Because many poorly-optimized ecommerce sites use product manufacturer copy that's duplicated on many other related sites, the SEO value of their pages is weak. Very weak.
This where the skills of a creative and professional SEO copywriter come into play. This mission behind this professional is to scribe inspiring content that motivates users to take action. In most cases of ecommerce SEO, the desire action is to buy something.
So in this quick post, we're going to fire-off a few conversion-driven SEO copywriting tips that are designed to help ecommerce sites realize greater sales (and of course, greater rankings.) As a result, you're strategy can emphasize conversion-driven SEO that actually generates sales.
We love the word "resonate." As an SEO copywriter (in any context) it's paramount that your writing voice matches that of ecommerce brand. Parallel, your writing voice must also resonate with the target market, which is often related to the ecommerce brand.
A good example of this is backcountry.com. The product description copy that they produce is not only unique, but's entertaining. For instance, take a gander the product description copy for backcoutry's Arc'teryx Sidewinder SV Jacket:
Not that's creative copy, and only about 30% of what's actually on the page. Clearly backcountry.com has a nice budget for SEO and copywriting services.
You don't need to be an expert in consumer behavior psychology to understand the emotional appeal that goes into shopping online. You just need to have a bit of empathy and understand the feelings behind a consumer's purchase. This is often best achieved by asking yourself a few questions:
- Is the product I am writing for a NEED or a WANT?
- How does (or will) a consumer identify with the product?
- Is greater status achieved when the product is acquired?
- Does the product provide personal solution?
- Does owing the product impact an individuals personality or outlook on life, love, and happiness?
Stoking the emotions takes going deep. But when done successfully, your ecommerce SEO-friendly copy can be the captivating message that translates into more sales.
Portray "The Goods"
You can write copy that sounds poetic and beautiful, but if it doesn't portray the product's features and benefits ("The Goods,") then it will miss the mark. This where you become more of an ecommerce SEO marketer than a creative.
Showcasing the product specifications, primary features, and benefits is essential when writing ecommerce SEO copy. Bulleted lists are a great way to achieve this. Additionally, use of tables can make conveying such information a bit more organized and easy to absorb. People want to know if the product is going to fit, so don't leave this important element out of the mix.
Are you savvy SEO copywriting with a few pointers to share? We'd love to hear your input about writing conversion-focused content for ecommerce sites. Let us know in the comments below.