In this article we will study the main factors that must be taken into account when optimizing website content.

1. Content optimization by including keywords

First let’s define the concept of keywords. These are phrases that people type into a search engine bar, for example, «buy a phone». After the system has received the query, it searches for the most relevant pages: from all possible options it chooses the pages with the phrase. All things being equal, the website with a sufficient number of the same search phrase is ranked higher.

But it’s a general case, in reality there are way more nuances.

For example, you shouldn’t use keywords too often and you shouldn’t write texts «for robots». The user and his interest for the text should always come first. Don’t obsess over search queries when writing content, think of the meaning. It’s quite enough to use one keyword within 270 symbols (1 paragraph) of the text, use synonyms and words characterizing the subject.

The perfect keyword density is no more than 2%, and the most important thing here is to not overload the text. Follow the principle: less is more. If it has to do with regional queries, use the name of the region at least once.

Basic rules:

  • You can use more queries if you unite, conjugate and dilute them — the search robot will recognize them all the same.
  • Search engines love keywords in headers. Group keywords for the page in several logical groups so that the header reflects the contents of the following paragraph. But you shouldn’t begin the text with the same phrase as in the header — it «sounds» bad.
  • Write attractive optimized meta-tags. They are supposed to not only contain queries, but also distinguish the website from all search results.

Types of keywords match

Using the «Ford car parts» query we will study the types of keywords match in the headings and page descriptions:

  • Exact (clear) match — the query is used without any changes («we offer discounts for Ford car parts »).
  • Direct match — punctuation marks are added to the key phrase («discounts for the following car parts: Ford, Audi, Opel»).
  • Synonymic match — one word or all key phrase is replaced by synonyms («we sell Ford spare parts»).
  • Reverse match — words are put in different order (for Ford we only wholesale car parts).
  • Diluted usage / match — the key phrase is diluted by other words (we sell car parts for Ford cars).


2. Optimization of Title and Description meta tags

<Title> is the heading of a page and one of the most important elements from both SEO’s point of view and conversion’s point of view. It is the first element that most often meets the user’s eye. And its contents often determine whether the page will be chosen among others. It contributes to making a snippet in search engine results (it’s a clickable link using which the user goes on to the website from search results).

Therefore it is important to follow certain rules when writing <Title>:

  • <Title> must be attractive and informative at the same time and it must contain the name of the company.
  • It must be unique for each page of the website and must contain the keywords this page is optimized for.
  • The most important keyword should be used at the beginning of the heading.
  • Don’t repeat the same keyword more than 2 times.
  • You can’t just list keywords in— it can result in search engines’ sanctions.
  • It is advisable not to include stop symbols «/\| () + =» in <Title>. And if it’s necessary it is better to use them after the key phrase, not before it.
  • Try not to use stop-words (prepositions, pronouns, interjections, parentheses, etc.)
  • Such words as «buy», «price», «cost» shouldn’t be overused. Yet if necessary such queries should look laconic and beautiful.
  • <Title> shouldn’t have more than 128 signs — it’s an optimal length.

Description is a short narration of a website page which isn’t visible to users and is intended for search robots. On its basis (and also using) the search engine forms a snippet in Google.

Rules to follow when writing Description:

  • The volume of Description varies from 150 to 200 signs, it is necessary to specify the main keyword in it.
  • Description text should motivate to click the link in the search results that’s why it is necessary to make it really attractive, and make sure to add the company name, its competitive advantages, etc.
  • If there are several queries for the webpage, use the most frequent ones in Description.
  • A key phrase should be used twice: in exact match and in diluted one.
  • Write synonyms of key phrase words in Description. For example, «buy» — «purchase», «buy» — «order», etc.
  • You can’t use bold type, hyperlinks or quotation marks in Description.

Also if the page has pictures — use direct keyword matches in image >alt< and <title> tags.

Make the keyword a subheading of a table or other special section —exact match will look better there than in the text.

3. Optimization of header h1

Header h1 is the most important header of the first level. Visitors of the website see it in search results when they type a keyword into the search bar. For a search engine it’s the most significant as it’s this very header that Google most often uses as a snippet header. It is important to understand that h1 andare different headers. And they should be combined skillfully.

Rules to follow when writing h1

  • It must be unique for the whole website and perfectly readable.
  • It shouldn’t be too long (can be made longer).
  • It should be used only once on each page.
  • It should be relevant to the text and reflect the meaning of the material.
  • It should be interesting and attractive to the user.
  • Punctuation marks should be used as little as possible and you can’t put a full stop at the end.

Tip: Mention the main keyword and several other most significant keywords in <Title>. And make sure to mention the main keyword and 1-2 less significant keywords that weren’t used in <Title> in h1. In both cases it’s better to do it right at the beginning. This way you will be able to use the maximum number of necessary keywords in two «strongest» elements of the document.

Many SEO experts still don’t consider working with texts important enough. But by ignoring this important stage of optimization you can miss an additional opportunity to outrank your competition in search results.

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