Want to Show Up in Search? Follow This SEO Checklist

Good content developers have learned to write both for people and search engines, using solid data to reach their audiences. 

But search engines have gotten a lot smarter. They’ve moved beyond individual keywords—they’ve learned to understand context. But writers still need to understand and deploy sound search engine optimization (SEO) principles. Apply this SEO checklist to every blog and landing page. 

Optimizing website content

To help your website show up in search engines, you need to optimize both content and select HTML source code. This includes page titles, metadescriptions, image alt-text, internal links, anchor text, URLs, etc.

The following checklist identifies those things you will need to address for every web page and blog. 

1. Metatitle. This is distinct from the headline on the page’s headline. It acts as a name tag for the web page.
   • It should in a keyword.
   • Maximum length: 50-60 characters.
   • Use your brand name. 
   • Use numbers, if appropriate.
   • Use how, what, why.
   • Provide useful info/create sense of urgency.

2. URL: This is what will show up in the page’s information bar. It’s important because search engines will be looking for this.

• Limit to 3-5 words.
• Include keywords.
• Try to avoid duplicating metadescriptions.

3. Blogpost. Search engines love fresh content, and writing and posting blogs are the best ways to keep your site updated with new content. 

• Use H tags for titles and subtitles: H1, H2 and H3.
• Add buttons and links to your social sites. 

4. Images: Label every image. Include name of your company and image description.

• Use alt tags: Include your company name plus description of the image.
• Use the correct size image for designated space—make sure images are not too big or your site will not load. Recommended sizes: 1500-2500 pixels. Those images you take with your smartphone? They’re generally huge files. If you plan to use these, resize them before uploading to your website.
• Each page should have an image. A carefully chosen, highly relevant image will enhance your story and provide visual texture. 

5. Body. Long-form content helps your site show up in search engines. Google needs words to rank. Think 1,000+ words. At the very minimum, 300 words. Frontload your content, with the most important information in the first paragraph. 

6. Keywords. Use Google’s keyword tool or others. Key in search phrases and see what words/phrases people are using to search for your term. Look for those with low-medium competition and bid price.

• Forget keyword stuffing. Good content is nonnegotiable. Use your target keywords in the first 100-150 words.
• Use semantically related words throughout body of content.

7. Internal Linking strategy. Create internal links among pages where there is a relationship. It encourages readers to stay on your site, drilling down through relevant pages.

8. Webpages:

• Check page-load time—if it takes too long, check image sizes. 
• Make sure your site is built with responsive design, adapting across devices.
• Avoid duplicate content. 

Do you need help optimizing your website? Contact Top of Mind Marketing. We’re writers and content marketing experts. 

5 Search Engine Optimization Tips For Non-Techies

Search engine optimization (SEO) doesn’t have to be confusing. In basic terms, search engines’ decisions about website ranking are based on information read by Google bots or spiders. These bots (robots) read your website according to set criteria. SEO incorporates the ways we plan, design and influence our websites so they more closely align with this bot criteria. The more closely our sites meet Google’s criteria, the more likely potential clients will find us. Here are 5 search engine optimization tips for non-techies that will improve your Google authority.

1. Find out how your customers search for your product

The Google spiders will be crawling your site to find out what keywords you employ for your product. There are no set rules for finding search terms or keyword phrases. Put on your customer hat and start looking for your product. What words are you keying into a search field to find your site? Use free keyword planner tools from Google or WordStream. I like a tool called Ubersuggest. There are many more and all do the same thing. Key in a word and the app will pull up associated keyword phrases. Identify those that have a significant number of searches associated with them, but are not just crazy competitive. 

2. Create URLs that tell Google what you do

Don’t overlook the importance of each page’s url. Googlebots expect to be able to read from your URLs what a webpage is about. Providing SEO-friendly URLs is a simple job, and it can affect your ranking. These are signposts.

If you have a URL that looks like this: https//www.sportsequipment.com/shop/item5?=4692, consider changing it to: https://www.sportsequipment.com/shop/crosstrainer

3. Create your website for mobiles rather than desktops

If your site isn’t designed to be mobile-friendly so it adapts to all devices, it’s time to invest in a new website. Google rewards mobile first at the expense of desktop-only sites.

4. Image Management

Good visuals are an important part of web design and a good way to boost your SEO. Each page should have at least one high-quality, high-resolution image. If your images are too big, your site won’t load. As you upload your images, you’ll be presented with fields for Description and Alt Tags. Fill these in. You can further increase your SEO value by adding your company name and a description of the images. Alt tags tell the Googlebot what your images are. They read the code, because they can’t actually see the images.

5. Avoid Content Duplication

If you repeat the same copy across the pages on the site or replicate copy from another website, you potentially could be penalized by Google for duplicate content. Avoid duplication–even calls to action!

SEO Management is ongoing

A website is an important part of your marketing program and a responsibility. It requires regular reviews and fresh content. Google makes an estimated 500 algorithm changes/year, so we need to pay attention to search engine updates and algorithm shifts.

Do you have questions about SEO? 

Call me—let’s talk about optimizing your website. Top of Mind Marketing: 510.292.1843.