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ON-PAGE
SEARCH
ENGINE
OPTIMIZATIONPresented by Rebecca Gill and Liquid Web
1
BEFORE YOU WRITE
CONTENT OR
OPTIMIZE IT
WHAT’S YOUR KEYWORD FOCUS?
§  Brainstorm the topic you plan on writing about and write down the key
points you’ll cover in the piece of content.
§  Write down a 5-10 search phrases you think would pertain to this topic.
§  Search for each phrase in Google and review who and what shows up on
page one of the search engine results page.
§  Document any phrases that show a weakness and/or where you create
better content.
§  Utilize the Google Adwords keyword planner tool or KW Finder to view
monthly search volumes for each phrase.
§  Narrow your options down to obtainable search terms – aka not 60,000
phrases per month in search traffic.
§  Think about how easy it would be to craft a title or opening sentence
with the exact phrase you’re considering.
Before you write your first word, ask yourself what keyword phrase you would
like this content to rank for in search. Not sure? Let’s walk through picking the
right one.
Copyright © 2016 RebeccaGill.com, All Rights Reserved
KEYWORD SELECTION WARNING!
Before you proceed further, as yourself two very important questions.
Is the keyword precise enough or is it generic?
Have you used this keyword before in pages, posts, products,
categories, or tags?
1
2
Keyword Search Volume Google Results Comments
parsley 201,000 29,700,000 Broad
parsley recipes 4,400 19,500,000 Better
health benefits of
parsley
2,400 729,000 Much Better
parsley juice benefits 260 596,000 Best
Copyright © 2016 RebeccaGill.com, All Rights Reserved
WRITE CONTENT THAT
USERS & SEARCH
ENGINES WILL LOVE
2
LONGER CONTENT WINS
Better for Keyword Ranking
A serpIQ 2012 showed:
•  The average content length of each of the top 10 results
was more than 2,000 words.
•  The average number of words for the content in the #1 spot
was 2,416.
•  For the #10 spot, the average number of words was 2,032.
Better for Obtaining Social Media Shares & Inbound Links
People tend to share longer content on social media more
then shorter content. People also tend to link into longer
content than they would a shorter article or post.
Better for Conversions
Website conversions can also be altered by content. The
longer the content, the more likely the conversion.
1
2
3
Long-form content has a variety of numbers assigned to in on the web. Long-
form content is at least 1,000 or 1,200 words and really approaches towards
2,000 words.
Copyright © 2016 RebeccaGill.com, All Rights Reserved
OPTIMIZE CONTENT
FOR SEO BEST
PRACTICES
3
ELEMENTS OF ON-PAGE SEO
§  Page name
§  URL
§  Headers (H1, H2, H3, etc.)
§  Paragraph text
§  Keyword variations and
related phrases
§  Internal links
§  Link anchor text
§  Images
§  Readability
§  Meta titles and descriptions
We’ll go through these items one by one, but before we dig in,
let’s review the list as a whole. When you break each down, you’ll
see optimization is complely managable.
Copyright © 2016 RebeccaGill.com, All Rights Reserved
PAGE NAME
A page name is simply the name you give your page when you create it. In
WordPress this is important, because it defaults other important elements like
URLs and H1 headers.
§  Choose a title that is relevant to what the content discusses
§  Make sure the title is unique and does not duplicate another page/post
title
§  Keep the title short so it is easy to read and digested
§  Include the keyword phrase, but do not repeat it
§  Use keyword phrase towards the start of the page title if possible
§  Don’t force in geographical references thinking this helps with local
search
Pro Tips for Optimization
Copyright © 2016 RebeccaGill.com, All Rights Reserved
URLs
§  This should always include your keyword
§  This should be as short as possible
§  This should use words and not unrecognizable parameters (funky
characters)
§  Use dashes to separate words
§  While content silos are great, keep silos short so they don’t create
so many layers that the URL is long and unreadable
The URL is the website address for a piece of content. The URL is displayed as part of
a search result in Google and it appears below the document’s title and snippet.
Pro Tips for Optimization
Copyright © 2016 RebeccaGill.com, All Rights Reserved
H1 HEADERS
§  Make sure your website or WordPress theme uses H1 tags
§  Make sure your website or WordPress theme uses only one H1
header per URL
§  Include your keyword phrase in your H1 tag
§  Position the H1 tag before other tags (H2, H3, H4, etc.)
The H1 is the most important tag and it should never be omitted on a page, post, or
product. Search spiders pay attention to the words used in the h1 tag as it should
contain a basic description of the page content, just as the page title does.
While most WordPress themes will automatically create this for you, I see a lot of
websites that forget to use the H1 or include multiple H1 headers per content piece.
Pro Tips for Optimization
Copyright © 2016 RebeccaGill.com, All Rights Reserved
H2-H6 SUBHEADERS
§  Use H2-H6 headers to break up groups of content
§  Include the focused keyword phrase where applicable
§  Include variations of the focused keyword phrase
§  Keep headers in title case
§  Avoid long sentences as headers
§  Avoid duplicating your H1 header within H2-H6 subheaders
Search engines and human website visitors will use these to better understand the
structure of the page. While headers can help with SEO, they are not a make or break
SEO factor.
Pro Tips for Optimization
Copyright © 2016 RebeccaGill.com, All Rights Reserved
PARAGRAPH TEXT
§  Include your keyword phrase a
number of times within the
content
§  Don’t keyword stuff
§  Use the keyword in the first
sentence of the page and if that is
not possible in the first paragraph
§  Use variations and synonyms
§  Don’t worry about keyword
density
§  Instead focus on writing great
content around a topic and use
the focused keyword in a natural
manner	
This simply refers to the content itself and this could reside on the home page, interior
pages, blog posts, products, etc.
Pro Tips for Optimization
Copyright © 2016 RebeccaGill.com, All Rights Reserved
KEYWORD VARIATIONS
§  Brainstorming
§  Competitor websites
§  Google related searches
at the bottom of a search
page -→
§  Google Keyword Planner
tool for Adwords
§  Third party keyword tools
like KW Finder
§  Google autosuggest
phrases when searching
for the phrase
A keyword variation is simply an alternate phrase for a focused keyword. They help
you rank on the focused keyword as well as alternate phrases.
Pro Tips for Finding Keyword Variations
Copyright © 2016 RebeccaGill.com, All Rights Reserved
IMAGES
§  Image file names should describe the image and use your keyword if possible
§  Image alt text should describe the image and use your keyword if possible
§  Use the right image size so performance and speed are protected
§  Write and add a good, keyword rich description for any image you want to
rank in Google image search	
Example of Alt Text Usage
§  Really bad alt attribute: <img src=”puppy.jpg” alt=””/>
§  Better alt attribute: <img src=”puppy.jpg” alt=”puppy”/>
§  Really good alt attribute: <img src=”puppy.jpg” alt=”Dalmatian puppy playing
fetch”>
§  Spammy alt attributes: <img src=”puppy.jpg” alt=”puppy dog baby dog pup
puppies”/>
Images are great for SEO, usability, and sharing on social media. While all content
won’t have the option for an image, use an image whenever possible.
Pro Tips for Optimization
Copyright © 2016 RebeccaGill.com, All Rights Reserved
INTERNAL LINKS
§  Place links where they help the reader and provide value
§  Link to your cornerstone content, services, and products
§  Link with good keyword rich anchor text
§  Vary your anchor text for a link so it doesn’t appear forced
§  Don’t overuse links and in doing so, make content unreadable
An internal link connects one page of a website to a different page on the same
website. Internal links provide value to the human reader as well as help search
engines locate content and know what content is of most value.
Here is Google’s verbiage on this report within their help section:
The number of internal links pointing to a page is a signal to search engines
about the relative importance of that page. If an important page does not
appear in this list, or if a less important page has a relatively large number of
internal links, you should consider reviewing your internal link structure.
Pro Tips for Optimization
“
Copyright © 2016 RebeccaGill.com, All Rights Reserved
LINK ANCHOR TEXT
§  Make sure this clearly describes the destination link
§  If possible, include the focused keyword
§  Don’t make it spammy – don’t force the keyword if it can’t be used
naturally
§  Avoid click here, page, read more, and article as anchor text as it does
not inform human readers or search engines of the nature of the link
Anchor text is the clickable text that users will see as a result of a link. This text is
placed within the anchor tag. You set this in WordPress when you define the link.
Anchor text helps users with disabilities and search engines better understand the
link.
Pro Tips for Optimization
Copyright © 2016 RebeccaGill.com, All Rights Reserved
READABILITY
§  Use short paragraphs
§  Use bullets to help digest lists
§  Use subheaders so visitors can scan
content
§  User regular verbiage and skip the
industry jargon
§  Don’t allow images to interfere with text
flow
§  Say no to bling, bright neon, and
unnecessary movement
Ease of use matter in SEO. If readers stay on the
page, this increases your time on site, which in turn
helps SEO.
Happy Visitors + Happy Google = Higher Rank
Pro Tips for Optimization
Copyright © 2016 RebeccaGill.com, All Rights Reserved
META TITLES AND DESCRIPTIONS
§  A page’s meta title should be a title (not a sentence)
§  Make sure it is unique and doesn’t duplicate other meta titles
§  Make it informative, yet easily readable
§  Include the focused keyword phrase
§  If possible, keep the keyword phrase as far to the beginning as
possible
§  This is your first opportunity to reach potential visitors, so make it
enticing, but not cheesy
§  Keep it under 55 characters
A meta title and description are the very first thing a potential visitor sees for your
website. They show up in search engine result pages, so this is your first opportunity
to grab someone’s attention, gain their trust, and entice them to take action.
Pro Tips for Optimization of Meta Titles
Copyright © 2016 RebeccaGill.com, All Rights Reserved
META TITLES AND DESCRIPTIONS
§  A page’s meta description might be a sentence or two or a short
paragraph
§  Make sure it is unique and doesn’t duplicate other meta descriptions
§  Make it informative, yet easily readable
§  Include the focused keyword phrase in it
§  If possible, keep the keyword phrase as far to the beginning as possible
§  This is your first opportunity to read potential visitors, so make it
enticing, but not cheesy (yep this was repeated because it is important)
§  Keep it under 150 characters
Pro Tips for Optimization of Meta Descriptions
Copyright © 2016 RebeccaGill.com, All Rights Reserved
COMMON MISTAKES TO AVOID
Crappy Content
People write content to
fill white space. Don’t do
it! You need to provide
real value to website
visitors.
You have to have
something really good to
resonate with readers.
No amount of SEO will
help bad content, so
start with something
solid.
Write good content and
you will be rewarded for
it ten fold.
You’ve done your
keyword research and
you’ve written your
content.
When you look closely at
the content, you realize
you used variations of
your keyword phrase
(good) but totally forget
to use the actual
keyword (bad).
Take the time to go back
through your content
and weave in the right
focused keyword.
Be careful about what
you read on the internet
and watch article dates.
Until you are confident
with your SEO
knowledge, refrain from
optimizing your pages
and posts.
Take the time to learn
best practices. And don’t
try something unless
you have a solid grasp of
the tactic and the
positive or negative
ramifications that may
result.
Forgetting the Keyword Inaccurate Knowledge
Copyright © 2016 RebeccaGill.com, All Rights Reserved
TIME FOR YOUR
QUESTIONS
?
Rebecca GillWordPress Agency Owner & SEO Instructor
@rebeccagill
RebeccaGill.com
Copyright © 2016 RebeccaGill.com, All Rights Reserved
Digital agency serving small business through enterprise level
clients. Services and products include custom website design and
development, SEO consulting, and stock WordPress themes.
www.web-savvy-marketing.com
Eight hour online course for DIY SEO education. Course includes
videos, how-to tutorials, template downloads, and quizzes.
www.diySEOcourses.com
Three day intensive SEO training workshop taking place in January
of 2017. Learn my SEO process from start to finish in an interactive
and activity driven classroom setting. Tickets are limited.
www.SEObootcamp.com

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On-Page SEO Tactics

  • 2. 1 BEFORE YOU WRITE CONTENT OR OPTIMIZE IT
  • 3. WHAT’S YOUR KEYWORD FOCUS? §  Brainstorm the topic you plan on writing about and write down the key points you’ll cover in the piece of content. §  Write down a 5-10 search phrases you think would pertain to this topic. §  Search for each phrase in Google and review who and what shows up on page one of the search engine results page. §  Document any phrases that show a weakness and/or where you create better content. §  Utilize the Google Adwords keyword planner tool or KW Finder to view monthly search volumes for each phrase. §  Narrow your options down to obtainable search terms – aka not 60,000 phrases per month in search traffic. §  Think about how easy it would be to craft a title or opening sentence with the exact phrase you’re considering. Before you write your first word, ask yourself what keyword phrase you would like this content to rank for in search. Not sure? Let’s walk through picking the right one. Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 4. KEYWORD SELECTION WARNING! Before you proceed further, as yourself two very important questions. Is the keyword precise enough or is it generic? Have you used this keyword before in pages, posts, products, categories, or tags? 1 2 Keyword Search Volume Google Results Comments parsley 201,000 29,700,000 Broad parsley recipes 4,400 19,500,000 Better health benefits of parsley 2,400 729,000 Much Better parsley juice benefits 260 596,000 Best Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 5. WRITE CONTENT THAT USERS & SEARCH ENGINES WILL LOVE 2
  • 6. LONGER CONTENT WINS Better for Keyword Ranking A serpIQ 2012 showed: •  The average content length of each of the top 10 results was more than 2,000 words. •  The average number of words for the content in the #1 spot was 2,416. •  For the #10 spot, the average number of words was 2,032. Better for Obtaining Social Media Shares & Inbound Links People tend to share longer content on social media more then shorter content. People also tend to link into longer content than they would a shorter article or post. Better for Conversions Website conversions can also be altered by content. The longer the content, the more likely the conversion. 1 2 3 Long-form content has a variety of numbers assigned to in on the web. Long- form content is at least 1,000 or 1,200 words and really approaches towards 2,000 words. Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 7. OPTIMIZE CONTENT FOR SEO BEST PRACTICES 3
  • 8. ELEMENTS OF ON-PAGE SEO §  Page name §  URL §  Headers (H1, H2, H3, etc.) §  Paragraph text §  Keyword variations and related phrases §  Internal links §  Link anchor text §  Images §  Readability §  Meta titles and descriptions We’ll go through these items one by one, but before we dig in, let’s review the list as a whole. When you break each down, you’ll see optimization is complely managable. Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 9. PAGE NAME A page name is simply the name you give your page when you create it. In WordPress this is important, because it defaults other important elements like URLs and H1 headers. §  Choose a title that is relevant to what the content discusses §  Make sure the title is unique and does not duplicate another page/post title §  Keep the title short so it is easy to read and digested §  Include the keyword phrase, but do not repeat it §  Use keyword phrase towards the start of the page title if possible §  Don’t force in geographical references thinking this helps with local search Pro Tips for Optimization Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 10. URLs §  This should always include your keyword §  This should be as short as possible §  This should use words and not unrecognizable parameters (funky characters) §  Use dashes to separate words §  While content silos are great, keep silos short so they don’t create so many layers that the URL is long and unreadable The URL is the website address for a piece of content. The URL is displayed as part of a search result in Google and it appears below the document’s title and snippet. Pro Tips for Optimization Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 11. H1 HEADERS §  Make sure your website or WordPress theme uses H1 tags §  Make sure your website or WordPress theme uses only one H1 header per URL §  Include your keyword phrase in your H1 tag §  Position the H1 tag before other tags (H2, H3, H4, etc.) The H1 is the most important tag and it should never be omitted on a page, post, or product. Search spiders pay attention to the words used in the h1 tag as it should contain a basic description of the page content, just as the page title does. While most WordPress themes will automatically create this for you, I see a lot of websites that forget to use the H1 or include multiple H1 headers per content piece. Pro Tips for Optimization Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 12. H2-H6 SUBHEADERS §  Use H2-H6 headers to break up groups of content §  Include the focused keyword phrase where applicable §  Include variations of the focused keyword phrase §  Keep headers in title case §  Avoid long sentences as headers §  Avoid duplicating your H1 header within H2-H6 subheaders Search engines and human website visitors will use these to better understand the structure of the page. While headers can help with SEO, they are not a make or break SEO factor. Pro Tips for Optimization Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 13. PARAGRAPH TEXT §  Include your keyword phrase a number of times within the content §  Don’t keyword stuff §  Use the keyword in the first sentence of the page and if that is not possible in the first paragraph §  Use variations and synonyms §  Don’t worry about keyword density §  Instead focus on writing great content around a topic and use the focused keyword in a natural manner This simply refers to the content itself and this could reside on the home page, interior pages, blog posts, products, etc. Pro Tips for Optimization Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 14. KEYWORD VARIATIONS §  Brainstorming §  Competitor websites §  Google related searches at the bottom of a search page -→ §  Google Keyword Planner tool for Adwords §  Third party keyword tools like KW Finder §  Google autosuggest phrases when searching for the phrase A keyword variation is simply an alternate phrase for a focused keyword. They help you rank on the focused keyword as well as alternate phrases. Pro Tips for Finding Keyword Variations Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 15. IMAGES §  Image file names should describe the image and use your keyword if possible §  Image alt text should describe the image and use your keyword if possible §  Use the right image size so performance and speed are protected §  Write and add a good, keyword rich description for any image you want to rank in Google image search Example of Alt Text Usage §  Really bad alt attribute: <img src=”puppy.jpg” alt=””/> §  Better alt attribute: <img src=”puppy.jpg” alt=”puppy”/> §  Really good alt attribute: <img src=”puppy.jpg” alt=”Dalmatian puppy playing fetch”> §  Spammy alt attributes: <img src=”puppy.jpg” alt=”puppy dog baby dog pup puppies”/> Images are great for SEO, usability, and sharing on social media. While all content won’t have the option for an image, use an image whenever possible. Pro Tips for Optimization Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 16. INTERNAL LINKS §  Place links where they help the reader and provide value §  Link to your cornerstone content, services, and products §  Link with good keyword rich anchor text §  Vary your anchor text for a link so it doesn’t appear forced §  Don’t overuse links and in doing so, make content unreadable An internal link connects one page of a website to a different page on the same website. Internal links provide value to the human reader as well as help search engines locate content and know what content is of most value. Here is Google’s verbiage on this report within their help section: The number of internal links pointing to a page is a signal to search engines about the relative importance of that page. If an important page does not appear in this list, or if a less important page has a relatively large number of internal links, you should consider reviewing your internal link structure. Pro Tips for Optimization “ Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 17. LINK ANCHOR TEXT §  Make sure this clearly describes the destination link §  If possible, include the focused keyword §  Don’t make it spammy – don’t force the keyword if it can’t be used naturally §  Avoid click here, page, read more, and article as anchor text as it does not inform human readers or search engines of the nature of the link Anchor text is the clickable text that users will see as a result of a link. This text is placed within the anchor tag. You set this in WordPress when you define the link. Anchor text helps users with disabilities and search engines better understand the link. Pro Tips for Optimization Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 18. READABILITY §  Use short paragraphs §  Use bullets to help digest lists §  Use subheaders so visitors can scan content §  User regular verbiage and skip the industry jargon §  Don’t allow images to interfere with text flow §  Say no to bling, bright neon, and unnecessary movement Ease of use matter in SEO. If readers stay on the page, this increases your time on site, which in turn helps SEO. Happy Visitors + Happy Google = Higher Rank Pro Tips for Optimization Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 19. META TITLES AND DESCRIPTIONS §  A page’s meta title should be a title (not a sentence) §  Make sure it is unique and doesn’t duplicate other meta titles §  Make it informative, yet easily readable §  Include the focused keyword phrase §  If possible, keep the keyword phrase as far to the beginning as possible §  This is your first opportunity to reach potential visitors, so make it enticing, but not cheesy §  Keep it under 55 characters A meta title and description are the very first thing a potential visitor sees for your website. They show up in search engine result pages, so this is your first opportunity to grab someone’s attention, gain their trust, and entice them to take action. Pro Tips for Optimization of Meta Titles Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 20. META TITLES AND DESCRIPTIONS §  A page’s meta description might be a sentence or two or a short paragraph §  Make sure it is unique and doesn’t duplicate other meta descriptions §  Make it informative, yet easily readable §  Include the focused keyword phrase in it §  If possible, keep the keyword phrase as far to the beginning as possible §  This is your first opportunity to read potential visitors, so make it enticing, but not cheesy (yep this was repeated because it is important) §  Keep it under 150 characters Pro Tips for Optimization of Meta Descriptions Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 21. COMMON MISTAKES TO AVOID Crappy Content People write content to fill white space. Don’t do it! You need to provide real value to website visitors. You have to have something really good to resonate with readers. No amount of SEO will help bad content, so start with something solid. Write good content and you will be rewarded for it ten fold. You’ve done your keyword research and you’ve written your content. When you look closely at the content, you realize you used variations of your keyword phrase (good) but totally forget to use the actual keyword (bad). Take the time to go back through your content and weave in the right focused keyword. Be careful about what you read on the internet and watch article dates. Until you are confident with your SEO knowledge, refrain from optimizing your pages and posts. Take the time to learn best practices. And don’t try something unless you have a solid grasp of the tactic and the positive or negative ramifications that may result. Forgetting the Keyword Inaccurate Knowledge Copyright © 2016 RebeccaGill.com, All Rights Reserved
  • 23. Rebecca GillWordPress Agency Owner & SEO Instructor @rebeccagill RebeccaGill.com Copyright © 2016 RebeccaGill.com, All Rights Reserved Digital agency serving small business through enterprise level clients. Services and products include custom website design and development, SEO consulting, and stock WordPress themes. www.web-savvy-marketing.com Eight hour online course for DIY SEO education. Course includes videos, how-to tutorials, template downloads, and quizzes. www.diySEOcourses.com Three day intensive SEO training workshop taking place in January of 2017. Learn my SEO process from start to finish in an interactive and activity driven classroom setting. Tickets are limited. www.SEObootcamp.com