Optimizing Your Website Content

by | Search Engine Optimization | 2 comments

On page search engine optimization involves optimizing your website’s content in order to give your website a better chance of ranking higher in search results. But what does “optimizing” mean and how is it done?

No, no magic involved just plain old research and elbow grease, but before we look into how to optimize your website content its very important to understand 2 things;

  1. No one (nor any company) can guarantee you a number 1 spot in Google. If they do you should be very suspicious.
  2. Search results will vary based on your preferences and history (that’s what cookies do, they remember). To get a clearer indication of your current search results log out of your Google account, clear your history and empty your browser cache.

Optimizing your website content is simply paying attention to detail and making sure you are writing content aimed at the reader and not the search engine. Writing content for search engines is pointless and does nothing to help your website convert traffic into buyers and subscribers. In this article we will cover;

  1. Title tags.
  2. Meta descriptions
  3. Optimizing your written content.
  4. Internal linking.
  5. Fresh and Updated content.

1. Create unique and accurate page titles

A title tag tells both users and search engines what the topic of a particular page is. The <title> tag can be edited via your website or blog editor. You should be using your main keywords ( relevant to the page topic ) in your title tags and feel free to add your brand name to boost your title where possible.

Here is an example of a title tag …

titletagimage
In this example you can see that “Brandon’s Baseball Cards” is the business name and the main keywords being targeted are ” Buy Cards, Baseball News, Card Prices”.

Avoid
Choosing a title that has no relation to the content on the page
Using default or vague titles like “Untitled” or “New Page 1”

2. A good “description” meta tag can work magic

A page’s description (meta tag) gives search engines a summary of what the page is about. The Meta description is a short block of text that is displayed in search engine results underneath the title of the page

meta description

Although the page description tells search engines what your page is all about, it also appears in search results. This means people will read and make decisions based on your page’s description and how relevant the information is to their search query.

search result
Your page description must be written in such a way to compel the reader to click the link. This does not mean fill your page description with absurdly strong call to actions followed by a few !!! … No, a well crafted description simply informs the reader about what the page is about and what it offers.

Avoid

writing a description meta tag that has no relation to the content on the page

using generic descriptions like “This is a web page” or “Page about baseball cards”

3. Natural content written for readers not spiders

Most website pages contain written content, images and maybe some video. Structuring this content in the right way and using researched keywords in your content is one of the most important steps you can take to make sure your website not only ranks well but also engages the reader.

You can also do the following to help boost your content;

  • bold, italicize or underline your main keyword once or twice on your page.
  • mention your keyword in the h1 heading tag of your page. This indicates that the keyword you are targeting is important when indexed by crawlers.

Avoid

stuffing your page with keywords to try and boost its ranking

4. Creating internal links within your website and blog

Creating internal links to and from relevant pages (also referred to as anchor text links) and posts in your website is another great method of on page search engine optimization. The linking structure will help get more of your pages indexed by the search engines which, in turn, can result in your content matching search queries more often.

The anchor text links will also lower your website’s bounce rate. Your bounce rate is simply the amount of people that exit your site on the same page they entered on. A low bounce rate can help boost your website’s search engine rankings.

5. The advantage of fresh content

A recent update to Google’s algorithm sees the search engine place even more emphasis on rewarding  good quality content. A key component when optimizing your site is to post new, relevant content on it regularly. Search engines love new content as long as you stick to writing content meant for people and not search engines.

Now that you know a little bit more about on page search optimization, in my next post we will explore how to find those elusive keywords we mentioned about a billion times in this one. Until then please don’t be shy to leave a comment or question …

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