Search Engine Optimization (SEO) is an ever-changing science. Over the years, web techies have been trying to figure out and apply the latest “foolproof” SEO techniques. Meanwhile, search engines keep changing their algorithms to prevent anyone from “cheating” the system.
Keep Calm and SEO On
Don’t get too worried about it, though. The basics of SEO are slow to change. By following the tips below, you’ll have quite an advantage over other sites with sloppy or little SEO.
Keyword Tips
- When looking for the keywords or phrases of an existing website, use web tools like the following:
Check current keyword density by entering the website address in question at a website like the following (which has great SEO tips): http://tools.seobook.com/general/keyword-density/ . Look at the results for Body text, Headlines, Links, and Images. This shows an analysis of what’s already there, and it serves well to let you know what’s NOT there.
It’s valuable to get different takes from similar analysis websites, like the following. Use these tools sparingly, as you might have a limited number of free analyses.
https://www.internetmarketingninjas.com/seo-tools/keyword-density/
http://www.webseoanalytics.com/free/seo-tools/page-analyzer-keyword-density-tool.php
- Don’t try too hard. Google will penalize you by dropping you lower in search results if you repeat keywords too many times, or use them out of context.
- When using keywords and phrases in web copy, try to avoid too much repetition, and try to use a couple of variations of the words. Healing, healed, heal, heals, etc.
- When used in meta tags and image attributes, keywords should be typed in lower case unless they are proper names or locations.
Word Count
There are different schools of thought about how many words a web page should have. While blog posts of more than 1,000 words score well, a static page should be at least 300 words, and probably not too much more. Be brief and to the point.
Calls to Action
Each web page should have 1-2 calls to action. These are links or buttons that prompt a visitor to contact, sign up, download, or purchase.
Meta Tags
Make sure each web page has a unique <title> meta tag in the <head> section of the code. Use 70 characters maximum to specifically describe the content within that page. You want to use keywords in your tag but make sure it makes sense to the reader.
Make sure each web page has a unique <description> meta tag in the <head> section of the code. This is the “sales pitch” that shows up in search engine results. Use 170 characters maximum to specifically describe the page in such a way that the user will want to click. Describe the topic and concept of the page, and/or its purpose and end user experience.
The <keywords> meta tag in the <head> section is far less important. If you use it at all, use 150 characters maximum to note a few keywords and phrases that actually exist on the page. They must be relevant to the page’s copy. If there is a common alternate spelling of a keyword, it’s useful to use it here.
Image Attributes
Every graphic or photo should be given two unique attributes, alt and title. Here is the format:
<img src=“image.jpg” alt=“image description” title=“image tooltip”>
Alt should be 125 characters maximum of descriptive text. This appears to a viewer if the actual graphic fails to be displayed.
Title is not indexed by search engines, so it’s not really part of SEO. But it’s a good way to provide non-essential information, for example the mood of the image, or what it means in context.
Web Copy Heading Tags
Instead of using just bolded text in larger font as headings for your paragraphs, use coded headings instead. Headings are coded with tags like <h1>Largest Headline</h1> and <h2>Next Largest Headline</h2> and <h3>Smaller Headline</h3>, etc. Search engines particularly note these tags, so try to use keywords and phrases within this code.
Website Tagline
A tagline is a short phrase that wraps up the theme of your website, and often appears beneath your website’s name and/or logo. It should be brief and catchy, memorable, and pertain directly to your brand. Try to capture the Mission Statement in a slogan.
Readability
Make your web copy readable. If you use WordPress, get the free Yoast SEO plugin and check the following:
- Keep sentences to 20 words or less.
- Target your Flesch Reading Ease score to your audience’s reading level.
- Be sure to have a fair amount of sentences with transition words and phrases.
- Avoid using a passive voice in the written copy.
- Keep paragraphs short.
Blog Posts
Updating your website with new content helps keep your website higher in search engine results. Stagnant websites with never-changing copy appear to be abandoned and eventually slide down the results list. Write topical, relevant articles that use unique keywords. Each new post lets search engines know you’re still active, and creates another potential result in searches.
Ideally, you should post something new every day – but this is impractical for most people, and can lead to writer’s burnout. Posting about twice each week is very effective, and even posting at least 3-4 times each month is far better than nothing.
Try to write “evergreen” material, which is relevant year-round and possibly for several years to come. This results in having a large body of relevant work on your website, making it a valuable resource.
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