- Research Keyword focus and customer targeting to find out what sort of content they are looking for and what keywords they will be using
- Competitor keyword and ranking research, reverse engineer their site to understand what they are doing to rank well so that you can emulate but not directly copy as this would serve no purpose.
- Planning your website structure and content around the keyword strategy, including page title and internal linking (yes its still relevant to tell Google that these pages are related to these other pages).
- Meta tagging correctly focus, title tag around 60 characters to tell google what that page is about and meta description tag well written around 100 characters.
- The description tag is no longer used by Google for ranking purposes but it is used to inform users of Google what the page is about. If you don’t use it then it will pull the info off the page content but if you want to add things like calls to action in this area then you should write this content.
- It is still used by some other search engines.
- Content needs to be easily found so that customers / users can find it easily. This means that the pages that are relevant to the keywords that the users is searching for are discovered by Google search engines.
- Content needs to be convertible then into the result you need. So if you are selling consumer goods and you have created an info rich content page to draw web searches in this is fine but you need to then make it easy for the user to be able to go from that page to buy the product or service.
- Is you contenrt shareable? Do you make it easy for users to share you content on Facebook Twitter, Linkedin and any of the other 1000+ social networks out there?
In our next article we will look at data structure, social media and external site signals.
After that we will look at optimising your site for mobile searches.