Making The Case For On-Page SEO

HOW TO APPROACH KEYWORD RESEARCH & OPTIMIZATION

SELECTING A KEYWORD

  • Search Volume: Depending on how strong of a domain authority score your company holds and how many existing rankings you own, you’ll want to target keywords under specific search volumes. Generally speaking, a higher search volume means a more difficult time ranking for that keyword. Too low of a search volume may get you on the first page but won’t bring in the amount of organic traffic (from your relevant audience) you hoped for. You’ll want to balance this factor along with keyword difficulty, relevancy, and search intent.
  • Keyword Difficulty (KD): Depending on which SEO tool you’re using, there are various definitions for this. Ahrefs (we use this!) ranks keyword difficulty on a scale from 0–100 (0 being extremely easy and 100 being extremely difficult). Similarly to search volume, higher domain authority score sites have a greater chance of ranking for high-difficulty keywords. Reaching the top of the SERP for a high-difficulty keyword is a great opportunity, as it will be more difficult for others to soar past your site and push you to the bottom.
  • Search Intent & Relevancy: Keyword and search intent research should be done before planning out your next content. Doing so will tell you exactly what people searching your target keyword are looking for and in what format. Take the keyword ‘talent acquisition solutions’, for example. When someone searches this on Google, are they looking for a blog with hiring solution suggestions? A list of top talent acquisition companies? Do they want this info in a quick snippet? A video? A downloadable guide? Generating a list of your target keywords and doing a deep-dive analysis of what the SERP results for those terms look like before planning next quarter’s content will help you achieve suitable, relevant keyword rankings — ultimately impacting your page conversions!

HOW TO OPTIMIZE FOR YOUR KEYWORD

  • Slug: Place the keyword toward the beginning of the slug, and keep it short — shorter URLs tend to rank better than long URLs!
  • Title: If it’s what users are searching for, you’ll want to make that clear in the title! Try to put it closer to the beginning.
  • Copy: The general rule of thumb is to include your keyword once per every 200 words. You don’t want to accidentally fall under the keyword stuffing trap. Don’t forget; Google understands synonyms, so be sure to work those through your content as well!
  • SEO Title: Most website builders and content marketing tools give you the option to create a unique SEO title that differs from the actual content’s title. For a positive UX, you’ll want to make sure the keyword appears at the beginning of the title and that it doesn’t exceed 60 characters (this will cut off your title).
  • Meta Description: Similarly to the SEO title, you’ll want to make sure you place the keyword at the beginning of the meta. Ensure the meta accurately describes what the user will get from your content! After all, 43% of people that click on a Google result do so solely based on the meta description.
  • Image Alt-Text: Important, but too commonly forgotten, is image alt-text. Not only does updating alt-text improve the UX, but it also makes an immense impact on SEO. Accurately describe what appears in your images using your target keyword and additional keywords.

THE TRUTH BEHIND INTERNAL LINKING

WHAT IS INTERNAL LINKING?

HOW SHOULD YOU GO ABOUT INTERNALLY LINKING YOUR CONTENT?

EXTERNAL LINKING FOR A RANKING BOOST

WHAT IS EXTERNAL (OUTBOUND) LINKING?

WON’T THAT WORK IN FAVOR OF THAT COMPANY’S WEBSITE INSTEAD OF MINE?

WHAT SHOULD BE EXTERNALLY LINKED?

  • Cited sources (research, data, studies, etc.)
  • Descriptive keywords that are relevant to another site’s content
  • People mentions (to their LinkedIn profile, author page, etc. to establish thought leadership)

INCLUDING MULTIMEDIA

THE “DEAL BREAKER” OF YOUR SEO PERFORMANCE

YOUR FRIENDLY ALT-TEXT REMINDER

YOUR NEXT STEPS

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