How do On-site SEO (On-page SEO)?

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Whether you want to make a landing page, write an article or optimize existing web content, as long as you want to rank well on search engines and increase the chances of people finding you, you need some ways to

make search engines better Understand and identify your content, and more importantly, your readers can also have a better user experience. This is one of the SEO website optimization methods we will introduce today: the biggest purpose of On-site SEO.

But it’s not the end of On-site SEO! In addition to On-site SEO, you also need Off-site SEO and technical SEO to help you improve your ranking. Off-site SEO includes backlink operations, etc. For technical SEO, you need Ask a professional SEO engineer, this article will discuss on-site SEO.

If you want to know the basic knowledge of SEO , please refer to: What is SEO? How to do SEO optimization?

What does On-site SEO need to do? Look at the checklist
To help you implement On-site SEO more clearly, the following items will be listed one by one, hoping to help you know more about the methods of SEO website optimization (the downloadable On-site SEO optimization list is also provided at the end of the article, so that Reader download check):

Keyword search
Main keywords

What are the keywords? Simply put, the words people will type on the search engine platform are your keywords. When deciding on keywords, ask yourself the following questions:

  1. What words do people type when searching for this topic?
    → If people don’t enter your keywords at all, they don’t even know your existence.
  2. Are the keywords I found related to the theme of my webpage?
    → Your keywords must match the theme of your webpage, otherwise people will jump out of your webpage even if they click in and can’t find the answer they want.
  3. Is the “level of competition” of this keyword high or low?
    → Are many people rushing for this keyword? If everyone chooses this keyword, it means that the level of competition is high, and it is relatively difficult for you to rank first, so it is also recommended to find the level of competition that can be handled within your own ability.

Of course, if you are confident that you can become a rising star in a highly competitive keyword, you can also challenge it. Maybe because your content is affirmed by the public, your ranking may not necessarily rise straight!

How do you know the so-called level of competition? There are many keyword planning websites on the market, such as Ahrefs , a well-known foreign tool , or the keyword planning website developed by Google . They are all good tools for analyzing keywords. Try a few keyword analysis websites to find the most suitable Your own tool!

Long tail keywords

What if the keywords you want to use are highly competitive, or the keywords covered by this keyword are too broad? At this time, long tail keywords can come in handy. Long-tail keywords are keywords with longer words, usually composed of more than 3 words.

The following will take the keyword “Internet marketing” and the use of the Google search engine as an example:

“Online marketing” is a very large word in the field. It is so big that it is difficult to see what people are searching for. In other words, people searching for this word want to know what online marketing is? Still

want to take online marketing courses? Still looking for an online marketing company? Or… there are too many different search intentions. If you only use “Internet marketing” as a keyword, it will be more difficult for the target audience to find you.

How do you find long-tail keywords? In addition to the keyword planning tools mentioned above, using the keywords suggested by Google to find long-tail keywords or the suggested words at the bottom of the search page (Searches related to) is a good way.

Use Google to find long tail keywords

Synonyms and related words

Synonyms are words that have the same meaning as your keywords, and related words are words that are related to your keywords. For example, the synonymous word for Building 101 is Taipei 101, the tallest building in Taiwan, and related words are Taipei City Attractions, Taipei Observatory, and so on.

The keyword planning tool can also help you find synonyms and related words, and Google search can also be used. The following will continue to use the keyword “Internet marketing” and the use of the Google search engine as an example:

If your topic is to share the case of online marketing to let people know about online marketing, then you can search for a few more related topics on Google: (Try space or typing only half, see if Google will What words can I run for you?)

Related words-search for topics on Google

After getting the information of such synonyms or related words, the content of my “Introduction to Internet Marketing” can have a preliminary headline idea, such as:

What is online marketing? Use cases to understand the definition (updated guide for 2019)

Other keyword inspiration: communities, forums, books

If you encounter a bottleneck when searching for keywords, it may be that you don’t know what your target audience is thinking, so you don’t know what words they will search for. At this time, it is recommended to browse forums, Facebook communities, books or related topics. It’s a magazine, let’s see what questions they ask? Are there any topics that can particularly resonate and discuss?

I can extract very good themes from it, and then use it, not only the target audience sees it happily, but I also know more about what the target audience is thinking, which is simply killing two birds with one stone.

URL URL optimization


The URL is one of the ways to help search engines understand your webpage. Google also said that the URL should be as simple as possible . It also needs to use readable words instead of lengthy ID numbers, so you should shorten it as much as possible, Simplify the website. Readable words are recommended to choose words that are related to the subject, so that when people see the website, they will know what the subject of the website is.

Assuming that the subject of my website is related to online marketing, the URL should be based on online marketing:

Long URLs not only cause confusion and unattractive readers, but search engine platforms are also not happy to see such URLs appear, so your ranking will naturally not rise. Finally, we also recommend putting the keywords you want to optimize into the URL URL.

Title design


After having a preliminary title, the next step is to design an attractive title with keywords and other words.

Such as numbers, year, strong words “most” and “must”, curriculum-oriented “teaching”, “ultimate guide”, etc. are all common words used in the title, which can add attractiveness to the title. The preliminary title can be changed to:

The ultimate guide to online marketing in 2019: use cases to understand the definition in seconds!

Does it add a lot of style to the title?

Although the description tag has been stated by Google that it is not one of the ranking factors, because it will be displayed below the site title and is a description that will be seen by searchers, it still cannot be ignored.

It is recommended not to exceed 65 to 70 characters (including punctuation and numbers), so that it will not become “…” because of its length. If your description tag exceeds 65 to 70 characters, you must ensure that it is displayed on the search page Words are key words that can explain the title more clearly.

How do you see if your website has a description tag?

  1. Please press the following shortcuts first:

PC computer: CTRL + U

Mac computer: Command + option + U

  1. Find the program (use CTRL + F or Mac Command + F to search):
  1. If your website has a description tag, you will see the following screen:

Code describing the label

How to add the description tag? Many softwares like Hubspot will have the function of creating description labels. Users only need to follow the instructions on the operation interface, without actually having to manually enter the code. If you do not have similar software tools, it is recommended to find a professional engineer to operate or consult.

Text optimization


The content is one of the most important essence of a webpage. If your content is of no value to readers, no amount of technology can improve your ranking. If you don’t know how to pick up the pen at first, please refer to the following steps:

Step 1: Find a topic you want to share


You can refer to related communities, forums, and books to find a theme that suits you.

Step 2: At the beginning, explain what problems the website content can solve and build trust
The beginning of the content is often an important area to attract readers. If it fails to attract readers at first glance, it may affect the conversion rate and bounce rate. And tell readers the “purpose” of this page, why do they want to read your content? What will they gain after watching it? Tell them the answers to these questions at the beginning.

Step 3: Start writing content that is helpful to readers, please keep a certain length
If you are writing a blog post, at least 2,000 words are recommended. Please remember the topics, keywords, synonyms and related words you have chosen, and put them in the text naturally and reasonably.

But be careful not to “don’t” put a large number of keywords in order to put them. The following is an example of Taipei 101:

(X) Taipei 101 used to be the tallest building in the world. Everyone likes to go to Taipei 101. People of all status and status like to go to Taipei 101. Taipei 101 has shopping malls and 101 observation decks. It is suitable for the whole family. Taipei 101.

→In order to reduce the number of keywords, a large number of keywords are inserted into short content, which is not helpful to readers, and search engines will not regard this as good content.

Then why keep a certain length? Because generally speaking, longer content may be equivalent to more valuable content (just like it is impossible to explain a complex theory in just a few words), but this does not mean that long content is equivalent to good content.

Still need to return to the original: What content is the most beneficial and valuable to readers? To strike a balance between value and word count, the length that can accurately describe the knowledge to be conveyed is the best length.

Step 4: Adjust format and layout
It’s a pity that good content is created with great difficulty, but the format and layout are not adjusted and the reader’s perception of reading is affected. What a pity! The following will introduce the format and layout that can help readability:

  1. The main heading (h1), the sub-headings under the main heading (h2), the sub-headings under the sub-heading (h3), and so on (h4, h5, ..):

These h+ numbers are HTML codes . Use these title codes to distinguish your content so that readers and search engines can see the structure of the content clearly.

Let’s continue to use the designed headline as a case study. If we want to write a blog post today, the structure will look like this:

HTML article structure

  1. Extended concept: What is the difference between title tag and H1 tag?

2-1. Display mode:
Title tag Title tag will be displayed on the browser, search page, and if reposted on social networking sites, the text of the title tag will also be displayed, while the H1 tag will only be displayed at the top of your webpage or other specific locations. Generally speaking , The H1 tag is used “inside” the web content to display the page title.

2-2. Code:
This is the code of the title tag

This is H1 code tag , will This is the text tag which 2-3. Quantity:
There can only be one title tag, but there can be several H1 tags (but many SEO experts also recommend using only one). If you use several H1 tags, please note that this will affect the comprehension of search engine crawling. 2-4.

Importance:


The importance of the title tag is obvious, but what about the H1 tag? When search engines are “crawling” your web content, the H1 tag can help it identify the structure of the page and the meaning of the text (is the text title? Text? Picture?…), just like other H2, H3, etc.

The same label. At this time, you may have another question. Can the title tag be the same as the H1 tag? The answer is: it depends on the situation. If you are a news report, please follow Google’s official

recommendations :

Description of Google’s official image rules If you are not a news report, the headline tag and the H1 tag must have a high correlation, but not necessarily the same. Typesetting If the text is all squeezed together, it

will affect the appearance and patience of readers (after all, who wants to read the densely packed words?), remember to segment the content according to the title, please pay attention to each paragraph not to be too long, about 3~4 lines That is to say, it is mainly for readers to read easily. In general, try to

keep 40%~50% blank to keep the layout easy to read and concise. How to write good content varies from person to person. Depending on the industry or the purpose of the content, the content presented will be

different. But this is the same as the mentality of inbound marketing. It is valuable to readers, and you must share useful knowledge” mentality, and create content in a fluent and easy-to-understand tone, that is good content. Internal and external links


Internal links:


Other links to your website, such as links to pages, articles, and videos. The purpose of internal links, in addition to providing readers with more relevant information, search engines can also understand the

content of the webpage you are linking to and determine whether you are a trustworthy website. How do you get a look at all the content you have posted? It can be done with the use of Google search engine.

Take Blog as an example, search on Google: site:{space}your URL.com/blog/”keyword” You can see all your blog articles that contain this keyword, and then find a website that is suitable for linking.

Or, you can select other simple and clear text from the web content and link to the relevant internal webpage.

External links:


If you want to give readers more information on related topics, you can also link to an external webpage, which is an external link. When connecting to external links, please pay attention to the correctness or

authority of the linking website. Generally recognized indicators such as Wikipedia, government websites, or websites of authoritative companies or people in related industries are all indicators that can be

considered for linking. Similarly, you also need to select simple and clear text as a hyperlink (technical term is called “anchor text”), and then connect to relevant external web pages. How to choose the “simple and

clear text” mentioned in the above internal and external links? Just be careful not to use too general or lengthy text: (X) ” Website ” or ” Article ” –> too general to know the content of the linked webpage. (X) ” If

you want to understand what online marketing is, or want to engage in related work, then you must continue to read to learn more. ” –> Too long and not friendly to users. (O) “If you want to understand what internet

marketing is, I thinkit is one of the best ways to look at internet marketing from a case study .”–>Simple, clear and clear, readers know that they will see the internet after clicking in Marketing case (the text is related to the linked web page). picture


The design should not be too messy, and there should not be too many words in the picture, and the design should be clear and consistent with the text.


Pay attention to the size. Don’t be too big to slow down the loading speed of the webpage. It is also recommended to adjust the image size according to the webpage size.


Name the image (alt text): For readers, alt text is the alternative text that will be displayed when the image cannot be displayed. For search engines, this is the code that allows it to recognize the image: <img src=”The file name of the uploaded picture. Picture format (jpg/png etc.)” alt=”The place where alt text needs to be filled in” For more information about image optimization, please refer to Google ‘s image description .

Call to action


What do you want readers to do next after reading your webpage? Should you continue to visit another website, follow your social media platform, or subscribe to your blog? Call to action can be a picture or a

button: call to action-example Don’t forget to give readers the next step in the summary. It is recommended to use a paragraph of text in the body of the page to explain the Call to action, and then add the Call to

action button design to guide the reader to where you want them to go. After placing Call to action, the content of your web page is almost complete! Please remember to check again: Are there any typos

Whether the graphics and text match Is the sentence smooth and easy to understand Whether to connect to an invalid URL Whether the appropriate call to action has been put in Perform basic inspections and regular updates


Perform basic tests Has your webpage also been typeset for mobile pages? You can use the mobile-friendly test site provided by Google to check:


https://search.google.com/test/mobile-friendly Is the internet speed slow due to problems such as the size of the files or pictures? You can use the page load speed test provided by Google to check:


https://developers.google.com/speed/pagespeed/insights/ Go back to review, update and optimize the content regularly The content of the website may vary from time to time. It may be that the information and pictures need to be updated, or there are more related topics that can be added. Please remember to check the existing web content regularly, update the latest and most accurate knowledge, and keep searching Competitiveness on the engine.

Conclusion:

The importance of mentality


Google once said: “The focus of web page creation is to satisfy users, not search engines.” Many websites may create content that is not necessarily user-friendly for the sake of rankings (also known as content farms ), which has run counter to the concept of search engine platforms. The formation of the content and

web pages should be based on the concept of “helping users”. The various methods of on-site SEO mentioned above are also developed based on this concept, that is, you can even say it It is a guide to “how to make readers more comfortable to read your web pages”, and the purpose of part of the code, structure,

etc., is to let search engines help you, and make the good content you have worked hard to create more easily seen by the world. “Helping others” is the root of everything and the value of On-site SEO.

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