SEO in Action – Developing an optimised web page

23 Apr

You know what SEO is. You know why you need it.

But … how in the world does it actually work?

Let’s take a look at the basics of creating an SEO friendly web page. This example is all about ‘internal ranking’, that is, what you do ON your page.

SEO in action

SEO in action

SEO Basics: Establishing keywords

First, you know what you want to write about, so you need to define keywords that are ‘essential’ to it.

Words that you believe will be used by someone doing a web search on the same/similar topic.

On each page, try to use your keywords at least three to four times.

Top Tip: Don’t just brainstorm here, check out sites such as Google Adwords and find out what people are actually typing in when they search.

For this example, let’s write about how to ‘cheat at home repair’.

As such, some applicable keywords may include:

Not forgetting that if you’re more of a local business / market, include your area:

  • Home Repair Munich

Top Tip: Also, find keywords that are similar to the main one you want to use (a thesaurus will come in handy) and include them. This will help improve the chances of catching ‘searches’ that don’t include your main keyword but something close to it.

SEO Basics: Keywords in action

Okay, you’ve chosen your keywords, now it’s time to put them directly in your article – ensuring that the ‘main’ keyword is mentioned in the following areas:

  • Article Heading
  • Page title
  • Page URL
  • Content
  • Meta description.

But first, select the MAIN keyword or keyword phrase. The one you believe will be most searched for.

Let’s select: Home Repair

This is the two word phrase we want to ensure is repeated several times throughout the article – because our research shows that ‘home repair’ is the most searched term for our market.

Top Tip: When writing your headline, it is best to put the keyword at the front. For example: Home Repair Cheats for the Everyday Handyman

Then make sure your HTML tags are the same: <Title>Home Repair Cheats for the Everyday Handyman</Title>

Now let’s look at the body copy (content) you want to include:

“Welcome!  This site is packed full of simple tips and techniques that anyone can perform with the most common equipment.

This isn’t about ignoring regulations; it’s about using smart shortcuts that will save you money, time and energy.

 All while getting the job done right!”

Do you feel that that is okay for SEO?

Of course it isn’t, otherwise, we wouldn’t be here!

  1. … it actually isn’t long enough. Ideally you will have a minimum of 300 words – we’re only at 45. An optimum page size is 500-3000 words (content is king).
  2. … where are our keywords? Home repair isn’t even mentioned.
  3. … no headlines.
  4. … no images.
  5. … no links.

So first, let’s look at where to put our keywords and how to break it up so we include good, relevant headlines. I’ll bold every keyword so it’s clear.

DON’T FORGET: Make sure the page’s URL also contains the keyword! And ideally, start off with your keyword.

Start with a main headline that has a minimum of 40 characters. Note that headlines marked with <h1> and <h2> HTML tags are more effective:

HOME REPAIR CHEATS FOR THE HANDYMAN AND DIY WOMAN

Include a relevant <IMAGE> and make sure that its <ALT> tags contain your keyword / phrase. Basically, if the website doesn’t download your image or the browser image is disabled, the text within the <ALT> tags will be displayed. If possible, also link the image to a relevant page (or your or another site).

Home repair stressing you out? It doesn’t have to.

Welcome to Do- It-Yourself-Cheats.com, your one stop DIY location.

This home renovation site is packed full of simple tips, cheats and techniques that any home owner or renter can perform with the most common tools and materials.

This isn’t about home repair that ignores building regulations; it’s about using smart shortcuts and proven techniques when you’re doing some house remodelling. Home repair cheats that will save you money, time and energy.

Include a sub headline featuring the keyword(s):

HOME REPAIR TO ANY HOW-TO-PROJECT

In fact, for any how to project, Do- It-Yourself-Cheats.com gives you the professional how to knowledge you need 24 hours a day!

All direct from the real-world experience of professional handymen and women, inspectors, architects, builders, organisers and inventors. Not forgetting anyone and everyone with very clever DIY ideas that come with a healthy dose of common sense.

And all to help you get your home repair job done right!

Include another sub headline featuring the keyword(s):

HOME REPAIR TOOLS OF THE TRADE

You may also want to include another relevant <IMAGE> (again making sure that its “alt tags” contain your keyword / phrase).

Of course before we start on any home repair, there are a few things to keep in mind.

    • Sometimes the easiest fix is the most obvious. For example, if your lamp stops working, try the light bulb first, the power plug second, etc.
    • Make a list of all the people you may need in an emergency, handypersons, electricians, plumbers, etc.
    • Be reasonable with what you know. Do not attempt dangerous repairs and modifications without any experience – call the professionals.
    • If it isn’t familiar to you, don’t rush. The old saying measure twice, cut once is true for a reason, especially DIY home repair.

And let’s not forget your tools.

Make sure the tools you buy and use are versatile, portable, readily available and durable.

So before you start, make sure you have the essentials:

    • Screwdriver
    • Crescent Wrench
    • Channel-lock pliers
    • Pipe wrench
    • Hammer
    • Utility knife
    • Chisel
    • Power drill
    • Hand saw
    • Staple gun
    • Caulking gun
    • Tape measure

Okay, we can stop there… that’s a good 335 words, so just past our 300 word minimum.

One additional thing to consider is linking to other websites and/or within your own site. When linking, use keywords in the text of page links – this can help enhance your page rank.

Finally, you’re nearly there.

But before you post your page, let’s look at three things:

1.       Your Description Meta tag, which is used to specify page descriptions.

Search engines display the information you put into your Description Meta tag in their search results, making it very important. Especially if your result is right next to a competitor – your visitor will choose the one with the page description that they like most.

And yes, it should also have your favourite keywords!

Our example, embedded in our HTML, will look something like this:

<metaname=”description”content=”Home repair cheats for everyone wanting to save time, money and energy!”/>

2.       One keyword phrase for each page

This basically means it is best to not have every page (or post) use the same keyword / keyword phrase. So we would use ‘home repair’ only on one page. Our next page may use ‘do it yourself’ or simply get more specific ‘toilet repair’, etc.

3.       Keyword density

This is the measure of the ‘relative frequency’ of your keyword within the copy of your page. If you use ‘repair’ five times in a page with 100 words, your keyword density is 5%. Ideally you want to hit between 2 to 5 per cent. Too low the search engine may ignore the page, too high it may activate its spam filter.

In our example, our keyword (home repair) appeared 12 times (not counting variations), giving us a keyword density (for 335 words) of 3.60%, which is ideal.

And with that, you’re basically done.

At least until you start working on your External ranking!

Author: Paul Treleaven

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