Website Content to Achieve SEO

SEO Best Practices

Your website is competing for attention with millions of other sites. Your goal is to have your website found and used. Searchers use the internet looking for quality information, services or products.

Search engines are the tools of choice. Search engine optimization (SEO) is the term used for preparing your website to rank high in searches. Optimization involves relatively simple steps that work together to improve your sites search rank and usefulness for visitors.

Keywords are the Foundation

The way people search online has changed as search engines have matured.
  • They type KEYWORDS into sites like Youtube, Google, Bing, Facebook
  • These sites rank sites based on RELEVANCE and AUTHORITY.

Choosing the Right Keywords

Keywords are the base upon which your ability to “get found” is built. Keywords/keyword phrases are the words people type into the search box when they are looking for something on the web.

In order to perform well in search results your website should contain keywords relevant to the content on each page.
  1. You should brainstorm as many keywords as possible before starting your webpage.  Create a comprehensive list of words that are relevant to your business.
  2. There are many different tools available to help you find out what words and phrases people are using.
  3. Prioritize the keyword list.  This will be the keywords you will track in the rankings.
  4. Categorize Priority Keywords.  This will allow you to map your keywords by business goals, products, sub brands, etc.
  5. Map Keywords to specific webpages.  These pages will be the target of your optimization for the priority keywords.  You will find it easy to on-page optimization of page titles, meta description, H Tags, and content for landing pages.
  6. Refine and evaluate – overtime you will be able to use analytics to create new opportunities for your SEO.

Resource – How to Make Your Keywords Fit Your Marketing Messaging?

Knowing Your Competitive Advantage

Authority – understanding your link profile

Links are the biggest factor in authority and search engine ranking.

  • Number of links to website (more from various domains the better)
  • Number of links to specific page for keyword
  • Anchor text of links to the specific page


On-page relevance can be assessed by:

  • Keyword match in the Title of the Page
  • Keyword match in Site’s Internal Navigation
  • Keyword match in Domain Name

Reference – Learning SEO from the Experts – A Step by Step Guide

Steps to Improving your ON-Page SEO

The information for this section has been taken from Google’s Search Engine Optimization Starter Guide. The guide includes thirteen topics to improve website rank. We will address five of those today.

Title Tags – Unique, accurate page titles

Every page should have it’s own unique title.
  • The title should be an accurate reflection of the page’s content.
  • Titles should be short and informative.
  • If your page shows up in a search result, the title is usually the first line of the results.
  • Use keyword first instead of your company name.  Ideally the title will contain one or more of the popular keywords you have identified as relevant to the content of the page.
  • Title Tags should be limited to 40 – 69 characters
The <title> tag should be placed within the <head> tag of your HTML document. Go to and click “view,” then “view source” in the menu bar of your browser.

Meta Tags – Use the “description” meta tag

The page’s description gives search engines a summary about what the page is about. It often appears in search results as snippets for your pages. Sometimes the search engine will display other content as the snippet. Snippets appear under the page title in search results.
  • Like the page title, the description should accurately summarize the page’s content and be unique to that page.
  • Unlike the title, which should only be a few words, the description can be a sentence or two.  Rule of thumb is under 200 characters
  • The description should contain keywords relevant to the page’s content.

H Tags – Use heading tags appropriately

Heading tags are used to give structure to the page content.
  • There are six sizes of heading tags. <H1> being the most important and <H6> the least.
  • Use headings similar to how you would write an outline. Headings denote main points and sub-points of the page.
  • Use heading only where it makes sense. They should help readers determine where one topic stops and another begins.
Headings are another place to use relevant keywords.

On-Page Copy – Offer quality content and services

Perhaps most importantly, a good webpage contains quality content. People go to the internet for content. Whether it’s information, products or services, they have a problem they want to solve.
Search engine algorithms are designed to find content that satisfies the search. Search engines reward fresh, unique, quality content. They use who you link to, and who links to you as one factor to evaluate quality.
Remember, you are writing for people, not for search engines. Good writing is good writing – your customer should easily understand what your page is about.  If you can convey your message in 50 or 100 or 200 words that should be your on-page copy.

Use the “keywords” meta tag?

HTML protocol allows for a keyword list visible only to search engines and viewer of the page’s source code. The keyword list should be only keywords related to the site’s content. Because of abuse, not all search engines use the keyword list. Google does not list the keywords meta tag as being important.

File and Image Names

It is the small stuff that counts.  Naming files and images correctly is important to SEO. Use keywords instead of index.html or logo.jpg

Writing for the Web

There are three basic guideline for writing for the web:
  1. Be succinct
  2. Write for scanability
  3. Use keywords in your content

Be Succinct

  1. Concise
    • “Wasted words, wasted space’
    • Limit a page to one topic
    • Put information – carrying content within the first few words of the headline and paragraph text
  2. Concrete
    • Avoid words that do not have a specific, concrete meaning. (a historical offender: Facility)
    • Concentrate on keywords that your audience will be using to conduct searches
    • Opt for real-world examples that readers can relate to, instead of theory, when possible
  3. Clear writing
    • Focus on the reader’s experience and needs. As you write, put yourself in the reader’s frame of reference.
    • Make content actionable. The web surfer’s purpose is to find information, not be told a story.
    • Usually, the active voice is clearer than the passive voice; but not always.
    • Favor clear over clever.

Make it Scanable

  • Two or three levels of headlines (page header, subhead, sub-subhead)
  • Highlight keywords (boldface, colored, or hypertext links)
    • Use hypertext links to split up long information into multiple pages.
  • Bulleted lists
  • Short paragraphs – one idea per page
  • Inverted pyramid style of writing (Bottom Line Up Front)
  • Half the words (or less) of conventional

Use Keywords

Here is your chance to include keyword in a way that really matters, in the body of your text. Vary the words you use, this will help search engines better match your content with searches. Remember though, clarity comes first, keywords second.

Additional Resources

This is not an exhaustive discussion of search engine optimization, or web writing.
Google’s Search Engine Optimization Starter Guide addresses these additional topics. It is well worth reading.
  • Improve the structure of your URLs
  • Make your site easier to navigate
  • Write better anchor text
  • Optimize your use of images
  • Make effective use of robots.txt
  • Be aware of rel=”nofollow” for links
  • Promote your website in the right ways
  • Make use of free webmaster tools
  • Take advantage of web analytics services