Essential On-Page Optimisation Techniques (usually forgotten by online marketers)

Super Savvy Business | Digital Marketing Agency Sydney

6 main video ideas:

0:55 – What’s the optimal length of top-ranking articles?
1:40 – Step 1: Integrating keywords in Titles & Headings
1:56 – Step 2: Embedding keywords within the body of the article
2:26 – Step 3: Including keywords in Meta Tags
3:44 – Step 4: Providing an improved user experience through highlighted keywords
4:08 – Step 5: On-page optimisation using internal linking

Hi, Fiona Soutter here from Super Savvy Business. Today I’d like to talk to you about planning out your content.

Hopefully you’ve already got an editorial calendar, you know what you’ve got coming up, and the type of content you have to publish. As I have mentioned in previous videos, what part of this process should also involve is doing a proper keyword research for ensuring that you’re optimising your content for that particular keyword.

0:55 – Optimal length of top-ranking articles

Now, you may be scratching your head and thinking, “I hear you use this phrase optimising content for keywords, but I’m not really sure what that means, Fiona.”

So I am just going to spend a little bit of time now, explaining what some of these simple processes are and what you should be doing with your content once you know which keyword you are going to be targeting.

First of all, one rule of thumb for on-page optimisation is to ensure that you have a minimum of 400 words on your page. The top ranking pages on average have 400 words or more; so if you find that you have fairly thin content, then in the eyes of Google that is not going to be seen as quality.

That’s just one little tip that I’d like to cover off on before we talk about optimising the content.

1:40 – Step 1: Integrating keywords in Titles & Headings

Now, let’s imagine you have your content of 400+ words and you know what your keyword is. What’s the next step?

Step One: Make sure you integrate your keyword into the heading or the title of your content itself. That will go on what is known as the H1 tags. Don’t go too overboard here, only put the keyword once.

If you put it for more than that then it’s likely that you may be flagged as trying to spam with keyword stuffing – and that’s certainly not something you’re wanting to do as far as Google is concerned.

1:56 – Step 2: Embed keywords within the body of the article

Step Two: Now that you have the keyword in your heading, the other thing to do for improved on-page optimisation is to embed the keyword within the body of your content and perhaps even put a variation of that keyword, or different ways of phrasing the same thing. And you can do that a couple of times.

Once again, though, don’t go overboard. Don’t do it too much. But it is important to have the keyword in there, because then it shows that the content is relevant to the title of the blog itself.

2:26 – Step 3: Include keywords in Meta Tags

Step Three: This is where it gets a little bit technical. If you aren’t involved in the back-end of your website and putting content up, this is something that you probably should learn about.

There is something called “Meta Tags”, and every page on your website should have the Meta Tags completed. Otherwise Google will choose what to display in the search results, which sometimes isn’t the best. You want to be able to control what is displayed in the search results.

The two types of Meta Tags I’d like to talk about are the Meta Title and the Meta Description.

If you imagine doing a Google search right now for the keyword… “dog wash Sydney”, what you will find in the search results is a series of listings. Now, in those series of listings you are going to see a title for each listing and a description. The title you see is the blue clickable link; that is what we call the Meta Title. The couple of lines underneath is the Meta Description.

You can actually set those for your blogs.

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It’s a good idea to put your keyword in the Meta Title AND in the Meta Description.
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One way to draw attention to your title is to use engaging copy, copy that is going to grab the attention of the user, and also to capitalise each word.

3:44 – Highlighting important keywords

Another strategy that you might want to use for on-page optimisation is use bold or italics with your keywords. Don’t go overboard with this, this is a strategy that has been overused up until recently by people, and it can be seen as spammy.

So perhaps do it once, at most. Otherwise you might be flagged as trying to do the wrong thing and to “rob the system”, so to speak.

4:08 – Use internal linking for better user engagement

Now finally, once you have your content done and optimised, it is time to publish. The final step here is to do some internal linking. Go through your pages within your site and look to find relevant places to do a link from one page in your site to your new piece of content.

It has to be in the right places: don’t just put it where it is not relevant and it’s out of place, but find good places where you can link from one article, one static page, to your new blog post.

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Internal linking structure is a really good way to keep people engaged on your site.
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So they are reading content that they are actually interested in. When they see a link of something that is related to that, then you can keep people longer on your site.

Obviously, the longer people stay on your website, the better quality it is seen to be in the eyes of Google, and your site will gain more authority.

There you have it: some very simple ways to do your on-page optimisation for your long tail keywords when you publish your blogs.

My name is Fiona Soutter from Super Savvy Business, and I’ll look forward to seeing you next time with an update.

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