How do I create search engine optimised content?

Before writing any new content we review the content you currently have on your site and within existing sales literature. It is often possible to identify content that matches up or can be tweaked to fit keywords from the list we created during our keyword research. This content should be unique, well written and useful to your visitors. It is often possible to tweak this content in order to make it more search engine friendly by optimising the following:

  • the title
  • any headings and subheadings
  • the keyword density
  • the text used in links
  • the length of the content

If new content is required, we have experienced copy writers who can help you to prepare search engine optimised content for the keywords and phrases that have been identified during the keyword research. It is important to bear in mind that it is possible for one page to rank for more than one keyword or key phrase therefore content can be created to rank for multiple search terms with each page. We would recommend that the maximum number of keywords to target per page is between two and four.

Page Title

It’s essential to keep your article heading length to 63 characters or under as this is the length where Google truncates the titles for its search results so sentences longer than this will not make sense. Your heading will be used in the code and be placed in the ‘Title Tag’. This heading should contain the target keywords in a short but descriptive manner. A good quality page title will attract visitors when viewed in Google’s search results and therefore increase the likelihood of being clicked on.

Page Description

Your page description will be a good quality short sentence that best describes your page and its content. It should ideally be 160 characters or less and will be placed in the ‘Description’ Meta tag in the code of your page. This description tag is often displayed in the search results beneath the title and an engaging description here will encourage a visitor to click through on your link.

This ‘Description’ tag helps to inform the search engines what your page content is about, however please note that most search engines including Google do not consider this tag when determining page rank.

As hardly any search engines nowadays use the ‘Keywords’ Meta tag, we would not recommend spending the time to add keywords to your page using this method.

Other On-Page Search Engine Optimisation Techniques

The way that the code of your page is read by the search engines can have an impact on your search rankings. If you need help with this we can review your pages and implement ‘on-page optimisation’ techniques. Areas that could be optimised might include:

  • Page weight or size (Kb)
  • Title tags
  • Description tags
  • Header tags
  • CSS
  • Code structure
  • Headings and subheadings
  • Javascript
  • Images
  • Alt tags
  • Footer links
  • Flash

If your site uses a CMS or page templates we can help you work with your content management system or platform provider to ensure your pages are written using the most optimised code. For a quotation please contact us here.

What’s next? How do I increase my inbound links?