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Developing a good Search Engine Optimization (SEO) strategy and following best practices for organizing content is essential. Learn how to create relevant pages on your site.
Everyone dreams of having their own page in the top positions of search engines of results. And organically, without having to invest in advertising. Whoever gets there doesn’t always have the best content, but follows the SEO practices very competently.
SEO is the acronym for the term in English Search Engine Optimization or, in good Portuguese, optimization for search engines. THE execution of SEO techniques makes your page read as relevant by robots content indexing, which rank it as useful for those search terms. This is what we call organic positioning.
The great advantage of good organic positioning is that the brand does not need to invest in ads to be among the first results and still gains more visitors. The expected effect of this strategy is to reduce customer acquisition cost (CAC) and increase return on investment (ROI).
Let’s get to know a little about what’s behind page ranking?
Let’s advance some positions!
Search engines do not reveal exactly what conditions are taken into account by their search algorithms, but we can generally consider three types of factors: on pagetechnician and off page.
IF THE on page – on the page itself
Here the elements contained within your own page and how they are organized are considered. The more requirements are met, the more chances of algorithms index your page correctly and display it to your audience. Generally, the person responsible for SEO on page is the site administrator.
Where to start?
People don’t always know how to get what they need. It sounds strange, but it’s true – and that’s the great thing about search engines. they make a interpretation of the person’s intention through the terms typed and return pages that may correspond to what she really wants.
These mechanisms also take into account the geographical location of the person, if the search is being carried out by a mobile device (smartphone or tablet) or if a more natural or technical language is being used. A number of factors are combined at this time with the aim of bringing the best results. Who works strategies on page must follow this same logic to work well with the search engines. But how to do it?
the team of content marketing generally make a benchmarking through keywords in search engines and analyzes the results of the first pages. The types of text and their languages are observed (more technical, more didactic, if they are academic articles or informal texts, for example) and if images, graphics or other communication resources are repeated on the first page of results.
With this, it is possible to assess the users’ intention behind the search terms and which line can be followed to produce more relevant content. After this phase, there are other very important items to consider in SEO on page:
- Semantics: the contents need to be well thought out in relation to the rhythm. The text needs to have well-connected ideas, clear and without very long paragraphs. In addition, the keywords should be used not only in their exact correspondence, but also in ideas that express them.
- Size: the content must be adapted to the needs of the public and the profile of your vehicle. In blogs it is possible to develop more dense and complete content. In social networks, more objective content. Depending on who you are talking to, the language can be more colloquial, formal or technical.
- Dynamism and hierarchy: you must divide the content into blocks of text with subheadings, illustrated with images, graphics and topics. You also need to include hyperlinks and highlight key ideas. You know that thing where the person catches the eye and already has an idea of what it’s all about? Bots do the same thing with content.
- Frequency: it’s needed show the algorithm that your pages are updated frequently, as this favors ranking. There is no specific rule about the interval between one publication and another, but it is recommended that the intervals be predictable and publicized, so that the loyal audience visits the site spontaneously – which also generates a positive reading by the robots.
Essential Practices for Good On-Page SEO Optimization
- title tag: is the title of the page that will appear in the search engine. It should be attractive, clear and give the user reason to think they will find what they need on this page.
- Meta description: is a short description of the content, which will appear just below the title tag in search results. It also influences the user when they click.
- rich snippets: are additional information that can increase click-through rate, such as user comments and page ratings. Its reading by search engines depends on this information being configured with structured data, through plugins or web developers.
- Heading tags: are tags that appear in the page’s html code (h1, h2, h3…) and identify titles and subtitles within the text.
- URLs: To rank well, URLs cannot be too long, they must be aligned with keywords, must not contain numbers or be unintelligible to the user. Remember to link to pages from your own domain (internal links), as this is an essential practice for search engines to understand the hierarchy between pages.
- Images: the recommended thing is to always caption the images and fill in other information about their context in the fields available in the content manager. Also, check the recommended file size in the manager. All this is very important for image indexing.
- EAT – Expertise, Authoritativeness and trustworthiness: Content and author will be evaluated for their subject matter expertise, authority, and reliability. This analysis is done manually and aims to attest to the relevance of the results delivered by the search engine.
IF THE off page – off page
This type of SEO seeks to show the page authority for users through strategies of link building. One of the most important strategies is the use of backlinks. You know when the text quotes a study and the link to it? This is a backlink. Search engines understand that this reference indicates the quality of that page, as it is read as a recommendation from another site.
You backlinks depend on some factors to be legitimized: context, brand citation, quantity and diversification of backlinks. The more requirements are fulfilled, the better the page’s authority is evaluated by search engines.
They also gain more relevance in search engines whether the originating site is reliable, whether the site’s authority on the subject is recognized, whether these backlinks were manually included in the text and if they are added right at the beginning of the text, among other factors.
You backlinks are more likely to happen spontaneously using the strategy of link bait. In this case, it is necessary to create in-depth content that can draw the attention of other producers, as it has the power to illustrate and endorse ideas. We can mention three types here:
- Development of Studies and Research;
- Construction of Infographics;
- Good market analysis.
Another strategy is to partner with other sites and produce content for them, taking the opportunity to put their backlinks. This strategy is called guest posts. But it is important to carefully analyze the content synergy and whether the partner is recognized as an authority on their subject.
You backlinks are characterized by links of the type follow (follow the link) and nofollow (do not follow the link). By definition, all links should read as follow, but it is possible, through programming, to tell the robot not to follow the link related to the text. This conveys the message that the link nofollow do not have one authority content.
This technique is often used in blog comment forms or social networks, where a lot of link spam happens. This prevents your page from being associated with problematic content
Technical SEO
O Technical SEO is one of the essentials of SEO on page, since technical characteristics are worked out through programming to make the page more indexable and crawlable. Let’s meet some of the page internal structures that can receive optimizations:
- sitemap: is a document that contains the list of pages on the site, their descriptions, the date of the last change and the frequency of updates. It helps the search engine to index these URLs more easily.
- Robots.txt: is a document that brings information that can be read by the search engine and describes which pages of the site should not be crawled, such as script files, styles and forms of Login.
- User Experience (UX): extremely important, since search engines prioritize sites that offer the best browsing experience for the user who wants to find what he is looking for.
- Speed: although it is not a definitive criterion to gain positions in the ranking, without adequate speed the site can lose relevance. The search engine considers the loading speed as a differential for the user, considering the browsing experience.
- Responsiveness and Mobile Experience: search engines are prioritizing sites with good responsive designs and that have adopted the mobile first in your schedule. The more usability and page load options on mobile devices, the better for your relevance.
- Website monitoring: you need to test and track pages to detect usability issues, loading issues, broken links, duplicate content, speed issues, and anything else that could harm the page’s ranking. This monitoring is essential within technical SEO strategies for the team to anticipate problems.
- Page always live: it is essential to host the page on a server capable of ensuring that the page is always live and loads the information quickly and quickly.
Have one well structured website it is essential for your pages to be well positioned in search engines. So, work your SEO well to increase your organic reach and be seen across the internet as a reference in your segment.
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