The Importance of GMB posts has been covered and now that you have an understanding of keywords and how to find them, it is time to use them. But SEO on web pages is more than just schema and Meta tags. Time to get writing and creating awesome content that actually answers users questions.
Lets take those keywords you’ve found and want to use and prepare them for use in a page. A general outline to use when setting up keywords is:
- Group your keywords into similar groups and intent. This way you can create pages for a section of keywords and not a new page for every keyword.
- If you haven’t already, evaluate the SERP data of your keywords. This will help you determine the type of content you need to create. (Are the SERPs image/video heavy? Hows the page formatted? Is it long form or short posts?)
- Ask yourself “how could I contribute uniquely to the keyword to make my content stand out among the current ranked content?”
Also avoid keyword stuffing. Some believe that if you use your keyword excessively that it will help your page rank. While this may have been helpful in the past, Google’s algorithms are much more advanced now. When they crawl your page, the robots want to make sure your content doesn’t sound like it is written by a robot. Make sure you use natural phrases and sentences when using keywords to make sure the page flows naturally to the reader.
Avoid Low Value Tactics
Content should not be created to aide your sites ranking alone. The purpose of content is to add value to the reader and answer questions that they’re searching for.
Avoid posting thin content. Thin content is when you have multiple pages that convey similar information about a topic that could be linked together. For example, if you were selling athletic shoes you might be tempted to create a page for each shoe when it would be better to group them. You could have a page for basketball shoes while having another for baseball cleats. By creating individual pages for each shoe you would be creating thinner, less informative content.
Content you create should also be unique. There is no penalty from Google for copying content but they will filter duplicate content from search results giving precedence to the original or higher valued version. This includes making minor changes to someones content and posting as your own.
Auto-generated content is also frowned upon by search engines. It creates low value content and is usually used to try to increase rankings and does not help users. It is common to see auto generated content and seeing that it is hard to read since its written by a program and not a human.
Higher Value Tactics
The purpose of creating content is to inform users of specific information they are searching for. It isn’t enough to just duplicate or use common information. Make it your goal to create better content than is already out there. With better content, not only will Google reward you in ranking, but it will create much more organic traffic than if it were not better.
Make proper use of your Headers. An H1 header is reserved for the title of your content page. It is important to have a great title that not only grabs readers attention, but utilizes your keywords to make it dominate. Other headers range from H2 to H6. These move down in importance in the article. For example, the topics of your page may use H2 headers while the Conclusion section at the bottom would use an H3 or lower.
Using internal links is another important factor in creating great web page SEO. BY linking your other pages to the current page you help the search engines find all of your web content. Some pages require a navigational menu to pass between pages and may not be as easily accessible to the crawlers. To avoid this make sure to use links directly on the page.
Using too many internal links isn’t always a good idea though. If there are a lot of internal links then they begin competing for SEO equity and can lose value. An easy way to avoid this is to only use links when you mean it and it links to a relevant and important page.
Using the right format for images is crucial to image optimization. Image use is the biggest cause of slow web speeds. If your image uses animation it is best to use a GIF format. If you do not need high resolution use a JPG and if you do need high resolution use a PNG format.
Make sure to use Alt text in your images. Alt text uses words to describe an image on your page. Crawlers check your alt text to value to relevance of your image for search results. Still make sure your text reads naturally and isnt spammed with keywords.
Meta descriptions are HTML tags that describe the page. Like Titles they are also nested in the head tag. Your meta tag should be between 150-300 characters long. Google’s search engine will cut off your description on the SERP around 155 characters.
Your meta description should also be relevant to the page. You want to make sure you describe the main goal or purpose of the page without giving away too much information that the searcher doesn’t have to click the page.
Optimizing your web page is crucial to effective SEO but it is still important to maintain relevance. Create awesome content for your readers and establish web page SEO dominance at the same time. Ahead we will learn about Link Building.