This 9 Step On-Page Search Engine Optimization Guide will help you optimize your website pages, so they will get found by your target market. The Guide outlines the most important factors when optimizing each page on your site. These steps are listed based on importance so don’t skip a step. Also, remember that creating new optimized content on a weekly basis is critical to achieving long-term success with SEO
1. Choose Primary and Secondary Target Keywords
Read the page’s content and identify two (2) or three (3) keywords that are most relevant to the overall page topic. Then use Keyword Grader to determine which long-tail keyword variations to target based on a balance between high monthly search volume and low difficulty. Don’t be afraid of lower monthly search volumes though, especially when you’re first starting out. The key is targeting keywords that have little competition, yet as high a search volume as possible.
Choose one (1) primary target keyword based on the primary focus of the page, and two (2) supporting secondary keywords per page. If you can’t identify one primary keyword for a page, then you’ll need to create new website pages to separate the concepts.
Read the page’s content and identify two (2) or three (3) keywords that are most relevant to the overall page topic. Then use Keyword Grader to determine which long-tail keyword variations to target based on a balance between high monthly search volume and low difficulty. Don’t be afraid of lower monthly search volumes though, especially when you’re first starting out. The key is targeting keywords that have little competition, yet as high a search volume as possible.
Choose one (1) primary target keyword based on the primary focus of the page, and two (2) supporting secondary keywords per page. If you can’t identify one primary keyword for a page, then you’ll need to create new website pages to separate the concepts.
2. Page title
The page title appears as the blue, bolded, underlined text on a Google search results page, as well as on the top of a user’s browser bar. The page title should follow these guidelines:
Be under 70 characters with no more than 3 long-tail keywords per page title
The primary target keyword should appear first
Each keyword phrase should be separated by pipes (|)
Each page title on your website should be unique
Except for your homepage, each page title does NOT need to incorporate your company name
The page title appears as the blue, bolded, underlined text on a Google search results page, as well as on the top of a user’s browser bar. The page title should follow these guidelines:
Be under 70 characters with no more than 3 long-tail keywords per page title
The primary target keyword should appear first
Each keyword phrase should be separated by pipes (|)
Each page title on your website should be unique
Except for your homepage, each page title does NOT need to incorporate your company name
3. Meta Description
The meta description appears on a Google search results page under the Page Title. The meta description should follow these guidelines:
Be under 150 characters (but not under 100 characters; take advantage of the space you have)
Incorporate the primary target keyword and at least one secondary keyword
Provide a valuable, compelling reason for why someone should visit the page
Include keywords in a conversational format; don’t just cram in keywords for the sake of listing them
The meta description appears on a Google search results page under the Page Title. The meta description should follow these guidelines:
Be under 150 characters (but not under 100 characters; take advantage of the space you have)
Incorporate the primary target keyword and at least one secondary keyword
Provide a valuable, compelling reason for why someone should visit the page
Include keywords in a conversational format; don’t just cram in keywords for the sake of listing them
4. URL
The website page’s URL should include the primary target keyword. Use as few levels as possible. Each word in the URL should be separated using dashes (-). e.g. www.examplesite
The website page’s URL should include the primary target keyword. Use as few levels as possible. Each word in the URL should be separated using dashes (-). e.g. www.examplesite
5. Heading Tags
The page should have one H1 heading tag that incorporates the primary target keyword, and should align with the page title. This H1 tag should live near the top of the page. In addition to an H1 tag, the page should include a couple of H2 headings underneath the H1 tag that incorporate the secondary target keywords.
The page should have one H1 heading tag that incorporates the primary target keyword, and should align with the page title. This H1 tag should live near the top of the page. In addition to an H1 tag, the page should include a couple of H2 headings underneath the H1 tag that incorporate the secondary target keywords.
6. Page Content
Use your primary target keyword a few times throughout the page’s content. Don’t overthink keyword density or placement; mention them naturally. Try to bold or underline the keyword at least once. This has an effect on how relevant the keyword is to the page. Also mention the secondary keywords when you can.
Use your primary target keyword a few times throughout the page’s content. Don’t overthink keyword density or placement; mention them naturally. Try to bold or underline the keyword at least once. This has an effect on how relevant the keyword is to the page. Also mention the secondary keywords when you can.
7. Internal Links
If you mention the primary target keyword of this page on other pages within your site, link to this page using the primary target keyword as the anchor text. For example, you should link to a page about inbound marketing software using the anchor text “inbound marketing software.” To make sure this is completed, take a moment to create one (1) or two (2) links on related pages linking back to the page you’re working on.
If you mention the primary target keyword of this page on other pages within your site, link to this page using the primary target keyword as the anchor text. For example, you should link to a page about inbound marketing software using the anchor text “inbound marketing software.” To make sure this is completed, take a moment to create one (1) or two (2) links on related pages linking back to the page you’re working on.
8. Images
Any images used on the page should be optimized so that search engines can “read” the image. Optimize the most prominent image on the page using the primary target keyword, and then use the primary and secondary keywords for any other images. Images can be optimized in two ways:
File name: Each word should be separated with dashes (-), e.g. inbound-marketing-software.jpg
ALT text: The alt text should match the file name, without dashes, e.g. Inbound Marketing Software
If you are unable to change image file name or it’s a very time consuming process, then only change the most prominent image’s alt text using the primary target keyword.
Any images used on the page should be optimized so that search engines can “read” the image. Optimize the most prominent image on the page using the primary target keyword, and then use the primary and secondary keywords for any other images. Images can be optimized in two ways:
File name: Each word should be separated with dashes (-), e.g. inbound-marketing-software.jpg
ALT text: The alt text should match the file name, without dashes, e.g. Inbound Marketing Software
If you are unable to change image file name or it’s a very time consuming process, then only change the most prominent image’s alt text using the primary target keyword.
9. Meta Keywords
They aren’t part of Google’s or Bing’s search algorithm, so they aren’t as important as steps 1-8. However, still add three (3) to five (5) meta keywords to the page that are related to the page title and content. Smaller search engines still might use them in their algorithm.
They aren’t part of Google’s or Bing’s search algorithm, so they aren’t as important as steps 1-8. However, still add three (3) to five (5) meta keywords to the page that are related to the page title and content. Smaller search engines still might use them in their algorithm.
Repeat these 9 steps for each of your website pages
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