SEO: On-page optimisation process


To Write a copy that attracts organic search traffic:
  • Beyond our eMarketing list
  • Even after the eMarketing / social promotion has run its course
  1. Start with your keywords
    • Grab this month’s nurture topic from your content roadmap / client
    • Consider: what would someone searching for this piece of content type into Google?
    • Run these options through Google Keyword Planner and evaluate for monthly searches. Is there an alternative wording that conveys the same meaning that has a higher volume?
    • Once you know which keyword you want to optimise for, then start writing.
  2. Start writing with the keyword in mind
    • Page title

Include the keyword:

      • At least once
      • As close to the start of the title tag as possible
      • Optimise for both keyword visibility and user intent
    • Headline
      • Correlate with title
    • Body text
      • Use your keyword in your body text at least twice. Ensure that it is in the first paragraph of your text.
      • Reiterate the importance of the keyword to Google by featuring it in bold text, h2 and h3 headings, etc.
      • Make your content comprehensive, useful, and relevant as possible, not just filled with instance of a keyword.
    • URL
      • Use your keyword in your URL
      • Use hyphens to separate words when necessary for readability, but not too many
      • The URL should be descriptive, but not overly lengthy
      • Should be able to be own anchor text (For example, does it link to the 2013 alignment report? then, let's make it so that people know what they're getting when they click on it.)
    • Images and image alt attributes
      • Use images in your thought leadership content
      • Google can't read an image like it can text. So while a picture may be worth a 1000 words to a reader, it's not the same for a Search Engine. As a result, the image's title, filename, surrounding text [caption], and alt attribute all matter from a ranking perspective - make sure you include the keyword in this content.
        • Rename the image file to include your keyword before uploading it. When doing this, use hyphens to seperate words instead of spaces.
      • When an image is linked, the alt attribute is treated similarly to anchor text in a text link.
      • Side note: Remove links from images unless necessary. WordPress automatically adds a link to the image source file when you add an image into a page. This is an unnecessary distraction and should be removed.
    • Internal links
      • A good page should be accessible through no more than four clicks from any other page on a site (three for smaller sites)
      • Provide useful links to relevant information on any topics that are discussed
    • External links
      • Some SEO experts note that there are elements in the algorithm which reward external links to quality sites/pages
    • Meta-description
      • The meta description tag, if it employs the keyword query, usually shows up in the search results, and is part of what searchers consider when deciding whether to click
      • This is the piece of content you can use to earn the searchers’ click
      • The keyword will get bolded within your meta-description making it stand out to searchers
      • Think of them like Ad Copy, you can even include CTAs
  1. Structure your content for UX
    • Make sure your content is easy to consume and navigate on various device sizes
    • Use headings and subheadings that communicate value
    • Use bullets / lists to highlight key points
    • If you are using images / PDFs, ensure they are resized for web to optimise your load time
  2. Don’t just post your blog
    • Incorporate all your meta-content, image alt tags, etc.
    • Make sure your content is included in the XML sitemap.Yoast should do this automatically, but it doesn't hurt to check.
    • Ensure your content is only posted on that one URL. If not, canonicalize back to the original (using redirects or the rel=canonical protocol)
    • Don’t accidently block bots - be careful of accidently ticking noindex, nofollow meta tags in Yoast.
    • Link from the new content to existing, and link from that content to the new Promote on social
  3. Get a little (a lot) geeky
    • "Structured data markup" is a standard way to annotate your content so machines can understand it.
    • When your web pages include structured data markup, Google (and other search engines) can use that data to index your content better, present it more prominently in search results.Check for the markup in Google[1]