Once your keyword research is conducted and relevant content topics have been identified to formulate the overall website architecture, a detailed site map can be created. This structure is implemented by integrating the keywords in HTML tags on your website.
These tags can be found in the header part of the web page and include important title and description tags, as well as tags in the body section of a web page including headings, paragraphs, links, and images. Your keywords should appear within page names (URLs), page titles, page descriptions, and your top and second-level headings (also known as H1 and H2 tags).
Create High-Quality Content
It may be a cliche that “Content is king” for organic SEO, but it’s still true for search engines as well as readers. The use of bold text (using the ‘strong’ html tag) and quotes can also draw attention to the key messages, guiding both readers and search engines.
The key message about high-quality content is that it should not be about selling – it should focus on helping, and educating your buyer persona to move forwards on their buyer journey. High-quality content is always important for websites. The key attributes of high-quality content have been outlined by Google, who say:
- The content must be relevant to your buyer persona
- The content must be unique, and not duplicated across the rest of the site, or copied from somewhere else
- It is media-rich (including images and video), with carefully considered links to other relevant pages within your site
- Includes a clear call to action (e.g. email signup, download, subscribe, call a number, comment or share)
- Do not ‘over optimise’ to the point of incomprehensibly and avoid the blatant use of unnatural keyword stuffing
- Write to engage the user, not just to the benefit of search engines
Having content that is relevant to the buyer persona, and assists them on their buyer journey is one of the most important factors when it comes to ranking in search engines.
SEO For Local Businesses
Local business SEO complements organic SEO by increasing your company’s visibility among local customers. When you use specific ‘local keywords’ to target people who are looking for products and services in their immediate area. You can use these strategies to improve your chances of being discovered by your customers.
As a local business you should claim your Google My Business listing and populate it with your own content which is based upon strategic keyword research around your products and services. The Google My Business listing also enables your Google Map listing, and the all-important Google Reviews.
With a physical location, you should also ensure that your Name, Address, and Phone Number (NAP) are consistently presented on your website – a common approach is to include this in the website template which then appears in either the footer or the header of all your web pages. NAP information can also be presented using schema.org markup.
Optimising Your Images
Images should be an aspect of your SEO strategy, as Images play a major role in the description of products and services. Image optimisation gives you three places to include the primary keywords:
- The actual file name. Don’t use a default number as generated by digital cameras and mobiles e.g. abc123.jpg. To improve image optimisation, include the primary keyword.
- The ‘alt’ text (alternative text for the image). This tag is Important for visually impaired users and search engine bots, the alt text attribute offers a text description of the image and if images are disabled on the user’s device, the text is displayed instead.
- Caption or description of the image – this information is usually easy to edit in CMS’ such as WordPress. This text appears next to the image and allows the search engine to associate the meaning of the image with the accompanying text.
Internal and External Links
Internal links are a crucial part of navigation and help Google to determine which pages on a website are important and which are not. The text used for navigation should ideally mirror the keywords that have been identified for a particular page. Positioning primary keyword links higher in the page content is likely to achieve better results.
External links are classed as an endorsement from your page by a search engine’s bot. Therefore when linking to external pages which you do not wish to endorse, use rel=”nofollow” so that the search engine is instructed not to count this link as an endorsement.
- Previous Step: Strategic Keyword Research
- Next Step: Off-Page Optimisation (coming soon)