Search Engine Optimization

From SEO and Kewords to Page Titles and Meta Descriptions

Written by Triocto

Published on Tue, Jun 9, 2020, Last Updated on Wed, Nov 11, 2020

The war to the top of search is a war of many battles fought on many simultaneous fronts; we fight in and win the right battles for clients.

SEO

A mission critical aspect of being discovered on the web by a your target market groups. An attractive website among 80 trillion websites does no good whatsoever if people do not discover it, so the Triocto page level SEO process below is executed diligently to ensure the beautiful and functional websites we build for clients are discovered by their target market. We often refer to page level search engine optimization as static SEO as it typically is set at the time a page is built or when a page is modified. Dynamic SEO is the continual creation and publication of highly relevant static SEO content. This is distributed through the web in a variety of channels such as social networks, blogs, web directories and forums to name a few.

Choose Keywords

After reading a page’s content, identify two (2) keywords / keyphrases most relevant to the page content. Navigate to Google AdWord Keyword Planner and place the keywords into the planner. Google AdWords Account is necessary and you should be performing some search engine marketing also known as paid search. It is wise to setup a campaign for each individual website to make it easy to do Keyword and Keyphrase Analysis as well as quickly launch Google AdWord Campaigns later during the drive traffic processes.

Page Title

Page Titles are weighted heavily in the Search Engine Algorithms. A great page title is a statement which concisely describes the main topic of the page. These page title appear in Google search results pages as blue, bolded and underlined text. Page titles are also displayed as you hover over the browser tab containing the page.

Triocto follows these guidelines:

  • Under 70 characters
  • The primary keyword should appear first
  • Potential use of long-tail keywords per page title
  • Each keyword phrase is separated by pipes (|)
  • Each page title on your website should be unique
  • Except for your homepage and contact us page, page titles do not include the website name

Meta Description

The description that appears on a Google search results page under the Page Title is the meta description of that particular web page. The meta description should be descriptive of the page content but contain marketing and sales elements to draw a prospective user into wanting to click the link. Calls to action, questions and authoritative claims are some strategies we use when creating well formed meta descriptions.

Triocto follows these guidelines:

  • We keep between 100-150 characters
  • Incorporate primary keyword as well as secondary keywords
  • Always be selling while telling accompanied by a call to action
  • Keywords are not injected into the content, the content is created around the keywords to ensure the meta description reads well to humans while also being noticeable to search engine bots all while not sounding robotic or pieced together.

URL

The URL address that displays the web page includes the primary keyword. We separate keywords with dashes to create search engine friendly and human friendly URL’s e.g. example.com/search-engine-optimization/page-level

Heading Tags

The page should have one H1 heading tag that incorporates the primary keyword, and should align with the page title and the URL or the page. This H1 tag should appear at the top of the page and should be the first thing people see when they arrive on a page.

Page Content

Use your primary keyword a few times throughout the page’s content. Don’t overthink keyword density or placement, you should 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.

Add a Call to Action

Every website page, including your blog, should have at least one call to action above the page’s fold (Don’t make your website visitor scroll down to see the call to action). Calls to action can help SEO by creating an internal link on your website to a specific landing page. Most calls to action are images; therefore you can optimize the image filename and alt text for the primary keyword you’re targeting on the page (see step 9).

If you mention the primary keyword of this page on other pages within your site, then link to this page using the primary 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 that link back to the page you’re optimizing.

Images

Search engines need to be able to read the images on web pages. Properly setting the image meta data in the HTML is the only way a search engine robot can properly read the image, therefore it is a necessity that each content relevant image on the website be properly meta defined. Naming, syntax and structure are all very important factors to consider when applying meta data to images.

File names should be separated with dashes (-), e.g. search-engine-optimization/page-level.jpg ALT tex should match the respective file names such as Search Engine Optimization Page Level.

One image should be the central and most optimized image for both the human and robot audiences. This image meta data should contain the most relevant keyword(s) of the particular web page. Additional images should use some of the long tail keyword and keyphrases to be discovered on the voluminous searches performed outside the main keywords priority of the page.

Meta Keywords

Google’s and Bing’s both claim and appear to disregard meta keywords in their search algorithm. Yahoo appears to still use keywords in their search engine ranking algorithm but with the newest CEO, Marissa Mayer being an original member of Google, that may change. Regardless, we recommend the use of seven to ten keywords on every page which is to be indexed by robots and viewed by humans.


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