SEO is the process of improving a Web page’s content (text) and certain tags with the goal of increasing its Search Engine Results Page (SERP) position.
Rank is something completely different but is “often” used (incorrectly) to reference SERP. Web site owners, then, should be only concerned with SERP.
Part of SEO mandates certain code to be found in the page for which you are hoping to increase the SERP. This includes: H1; meta=”title”; meta=”description”.
The most important part of SEO is the content of the page. Do not confuse content to include anything other than text. Technically, content is everything. But for our purposes, referring to
“content” means the text alone.
Although the text is most important unless the “support” tags are used correctly, your text could be perfectly optimized and yet your SERP still suffers.
The goal is to use an H1 tag (one of 6 “heading” tags) in the page as high up on the page as possible, and that H1 tag needs to be the 1 keyword term for which you wish that one page found in the search engines with a good SERP. Having the H1 high on the page indicates immediately what the “bots” should find in the page.
You may “not” use the H1 tag more than once on any one page. Doing so will automatically reduce your SERP.
When combined with the meta tags, the H1 will tell the search engine “bots” that the page is all about (whatever is in the H1 tag) and is supported by the title, description tags as well as the text on that same page. So the content, then, “must” follow suit by being “highly relevant” to the meta tags and H1 tag.
The reverse is also true. If you “only” use the H1 for your keyword, include a description and title, but have little or no text to detail the service/product, the page is “not” optimized.
Imagine that you are talking to someone about your product or service, and that person has never heard of your product or service – or your company. When you talk to the person you are
enthusiastic, use great pronouns to describe your service/product, and you also get caught up in a lengthy description because you are excited about your service/product.
THAT is how you write your content for SEO. Use the same enthusiasm, and take the time to truly define the service/product in a way that is easy for the person to understand what you offer.
Once you have your content written, you’ll need to re-read the content several times to assure that it’s done well and anybody could understand what you wrote. If you use terminology that may cause people to get out a dictionary, your content suffers. If you don’t include enough details and expect people to “understand” or “assume”, that’s the kiss of death in SEO.
Search engine bots are not people and don’t read. They don’t assume.
They only see words, support terms, and the arrangement of the words. Therefore, your keyword terms “must” be at or near the beginning of your sentences – but not “every” sentence.
Never use a keyword term at or near the end of a sentence.
The closer to the beginning of the paragraph and sentence(s) your term is found, the more “weight” (importance) is given to that term. Weight means importance. But do not use your term too often in the page (more on that in the future as we delve deeper into SEO).
If you do the above, the “bots” will report back what they found in your page and provide a quality report. If the page is done properly, the report will be awesome! That is what pushes your page to a great SERP.
Did you know you may optimize “any” page (not only your home page) to get a great SERP for a keyword term?