Basic on-page SEO
By now you will have identified the keywords you want search engines to index you for, you must now perform some basic on-page SEO practices in order to get Google and other search engines to index and rank you for those words.
Many of these practices will be tasks and actions that have already been brought to your attention in your free SEO Audits that you requested earlier.
The following actions are quite simple to do, however, if you are unsure how to complete a specific action on your website then perform a search for what it is asking you to do. This is because today's websites are built using a whole range of different software services such as; Wordpress, Wix, Squarespace, Drupal, Joomla, etc., and each will vary slightly in instruction.
The first Page Title we want to look at is the one that appears in the tab of your browser when you visit a web page:
The second Page Title we will look at is the one contained within the copy (written text) of your web page. This is part of the written content for this page and is formatted as a Header 1 tag so that search engines recognise it as being an important indication of the content contained within the rest of the web page.
It is better to include your keyword as part of a descriptive title, rather than just the keyword.
For example, using the keyword 'Digital Marketing', it is better to use a Page Title such as, 'See How Digital Marketing Can Work For You', rather than just 'Digital Marketing'.
It is also best practice to keep all page titles to less than 55 characters.
A meta description is a short descriptive summary of the information contained on a web page. Meta descriptions are shown in search results and play a very important role in encouraging the prospect to click through to your web page rather than competitors.
Most website builder frameworks like the ones mentioned at the top of this chapter will automatically generate these for you. However, when they do they are normally not very good and should be changed immediately to summarise the page in a way that is useful to the prospect.
Search engines use Internet bots called Crawlers that systematically browses the World Wide Web in order to index it for search results. Crawlers literally crawl around the contents of your entire website to create a profile of what it looks like. They do this by visiting a certain page and then when they come across a link, they visit it and read the contents of that page if they come across another link they do the same.
A bad website structure is one where web-page would run in a sequence where the crawler would visit the first page which would link to the second, which would link the third, then to the fourth, and then there would be no more links. The crawler comes to an end.
A good website structure is one that would resemble a spiders web, where content on each page would link to other pages within your website where further information could be found. This website would have excellent internal linking and allow the Crawler to move around the website freely.
The text that links the pages is called Anchor Text. You can use the keyword for the page you are linking to, near the Anchor Text, but do not use the keyword link itself as Google can penalise websites for 'over-optimising'. For example; if a web page was optimised for the keyword 'Digital Marketing', you should have content that reads, "For the latest Digital Marketing tips then make sure you read this article on Google's latest algorithm'.
When writing your content you should aim for at least 500 words, which may sound a lot, but Google highly favours web pages and websites that are content-heavy.
Long gone are the days when you could spam your page with your keyword several times and achieve a result. Any tactics like this these days will be punished by Google and you would actually receive a penalty in terms of your SERP.
Just concentrate on producing good organic content that prospects will find useful to read.