On page SEO or search engine optimization is one of the most efficient ways to improve your company’s search engine ranking. Why? Unlike other SEO tactics, if done correctly and thoroughly, on page SEO can be completed just once, with minor upkeep, for lasting results.
Consider taking the following steps to rank higher in search results like those on Google today.
Assuming your web page is already built, take a look at the content that already exists there. (If it’s not already developed, these steps will still work.) Ask yourself the following:
If you have a page that covers many topics, you may or may not need to adjust the content to more clearly answer these questions. Often times, if you cover several topics on one page, creating several pages that link from the main page can be more effective. Sometimes, you can also write half of what you’re trying to communicate and instead add graphics or images to make the same point in a clearer way.
Be careful not to overthink this step. If it is hard for you to wrap your mind around, it will be hard for the visitor.
When you’re done with this part, you should have one keyword phrase that describes your page.
Next, do a little research. There are several online keyword tools available for the average non-marketer. Keywords, and really keyword phrases, are the terms searchers type into a search engine to look for certain services and products.
If you are a Hubspot customer, their service provides an excellent, easy to use platform for keyword research. Additionally, Google Adwords Keyword Planner is another tool. (You will need to create a Google Adwords account even if you don’t plan to develop a PPC campaign.)
But, if you are trying to accomplish this quickly, there is another way to choose a keyword or keyword phrase to optimize a given web page.
Here’s an example. If I am a lawyer and I am optimizing my “about page,” I might choose to optimize for the keyword “lawyers near me.” You can see as I begin to type the word “lawyer,” several options pop up. Including the one I’m thinking about.
When you’re done with this step, you should have a keyword that not only fits the content of your page but also appears in a keyword tool or on a list like the one in the Google image above.
Disclaimer: There are more things to consider than the above exercise when choosing a keyword phrase to optimize your web pages for. That’s where a digital marketing agency like Above the Fold Media comes in. Learn more about our SEO services here, or keep reading to continue learning how to optimize your pages on your own.
Go back to your web page with the keyword or keyword phrase you chose or the variation on it you may have decided on in step two. Look at the following areas of your web page:
Does the keyword fit naturally into these places? It’s important your page does not suffer from keyword stuffing. If the answer is yes, you have a good keyword or keyword phrase for your on page SEO project. At minimum, include the phrase in the title and the first paragraph of your content at a minimum. If there is an appropriate place to include the keyword or a slight variation of it in a subtitle, do so.
When you’re done with step three, you should have a page with the keyword phrase mentioned at least three times in written form on the page.
If not go back to the drawing board! If you didn’t use a more advanced keyword tool like Google Adwords Keyword Planner, you may consider that tool on your second attempt to support you.
In the meantime, if you have questions about on page SEO or more advanced search engine optimization techniques, feel free to reach out to us Above the Fold Media’s 30-minute consultation now.
David Sahly has spent his entire career working with organizations of all sizes to come up with practical digital media strategies that work. Before founding Above the Fold Media, he worked at Search Engine People as the Senior Manager of Business Development. He has his hands in every part of the marketing development strategy and is passionate about watching businesses thrive.