On-Page SEO: Definition, Importance, Practices

Home On-Page SEO: Definition, Importance, Practices
Everything you need to know about traditional On-Page SEO techniques to optimize content on your webpage, making it more relevant to search queries. The process of optimizing web sites for targeted keywords in order to boost search visibility and traffic is known as on-page SEO (or on-site SEO). It entails aligning keywords with page-specific components such as title tags, headers, content, and internal links. Some SEOs mix together on-page and technical SEO. However, I like to keep them apart. Technical SEO, in my opinion, handles issues such as page and site performance, duplicate content, site structure, schema, and indexing. To put it another way, technical optimization is concerned with your entire website, whereas on-page optimization is concerned with particular URLs. There's also off-page SEO, which includes things like link building and brand mentions that occurs outside of your website. If you want search engines to reward you, you must take your on-page SEO approach seriously. While Google still looks for keywords in your text, keyword stuffing is no longer effective since it degrades the user experience. This type of SEO characteristics that are user-focused will become more significant as the Google search algorithm becomes more complex. On-site SEO allows search engines to comprehend your content and rank the most relevant URLs for specific queries when done correctly. On-page SEO also provides structure and clarity, which consumers will enjoy. The importance of this kind of SEO cannot be overstated. With these aspects in mind, you'll be well on your path to greater organic search engine results.

The 4 Essential Sweet Spots of Modern SEO Copywriting

modern SEO copywriting

We had enough and more of that keyword-stuffed, scraped, spammy, black hat SEO that nearly toppled the internet under the weight of its disruptive practices. Modern SEO copywriting practices are drastically different from these outdated practices that corrupted the internet.

Starting with 2010 a wave of algorithm updates swept up the SEO space. Google, seriously bothered by businesses blatantly butchering its SEO game plan, whipped up a series of algorithm changes and updates such as Pigeon, Panda, Hummingbird, and Google RankBrain to name a few, to get a handle on the situation before things went out of hand. The result: The birth of modern SEO. Google’s new SEO game plan ensured that only quality content showed up in Google’s lucrative Search Engine Results Pages (SERPs).

According to Copyblogger, modern SEO copywriting is all about crafting content so compelling that other people want to promote it by linking to it or sharing it, which increases trust and authority and helps pages you want to rank well for certain keywords. In short, SEO copywriting performs two main functions:

  • Creating content so compelling that readers can’t resist linking to it or sharing it, thereby increasing the sites’ trust and authority.
  • Incorporating keywords strategically to make sure you rank high in search engine rankings.

Long story short, modern SEO copywriting is all about high-quality content and high-quality content alone. In other words, to create content that’s highly engaging and user-friendly. This would guarantee websites with higher click-through rates and more organic traffic.

Here are four major sweet spots in modern SEO practices. Focusing your attention on these four areas is sure to bring you optimal results in terms of traffic and conversions.

Sweet Spot #1 – Optimize for Google RankBrain

Turns out, before Google RankBrain got launched, Stone Temple Consulting carried out a study to figure out the total number of Google search queries that failed to produce the right answers.

For this, they analyzed nearly 1.4 million queries of which 163 answers seemed to be way beside the point. In other words, Google’s spiders failed to dig out the right answers for 163 search queries. We know what you’re thinking now. Isn’t that OK because it’s just a minuscule number? No.

The problem here is that the internet has plenty of rich content to address these 163 queries. But then, who knows why, Google failed to interpret the content properly and in the process produced irrelevant search results. Step in Google RankBrain. This new algorithm, backed by application intelligence and machine learning systems, got its act together and managed to improve 89 of those search results.

How to Make Your Web Copy Google RankBrain-Friendly

First, let us set this straight: writing with Google RankBrain in mind is a long-term and complex strategy of modern SEO copywriting. So if you are in for the long haul, go for it. Set aside the old-school formulas and focus on modern optimization techniques.

modern SEO copywriting
Image Source: Wokandapix

Forget About Single Keyword Phrases

Going all around the internet with a fine-tooth comb to find the perfect keyword for your site? Nope. Don’t do that. The era of single keyword optimization is over. Modern SEO copywriting is all about multiple keywords. For this, you could make use of Google AdWords Keyword Tool and Google Search to scope out as many keyword phrases for your web copy as possible.

And in case you’re planning to come up with a single, all-exhaustive blog post, think again. It’s now more important than ever to make provisions for a series of blog posts with a focus on incorporating multiple keyword phrases. For instance, if you are writing a web page on app development, instead of simply focusing on one keyword (e.g. create an app) focus, instead, on many keyword phrases like “iOS app development”, “android development” and so on.

Make sure to include the keyword phrases in the headline and subheadings. This will again ensure that your web page shows up whenever people type in app-related stuff in the Search box.

Forget About Keyword Stuffing

Modern SEO has no place for keyword stuffing. Upping your ante in terms of quality content is the only way to coax Google spiders to visit your page. That said, you need to incorporate keyword phrases to make your content relevant. In what proportion should the keywords be used? The answer is there’s no proportion per use.

Weave keyword phrases such as “app development companies”, “app development software”, “android app development tutorial”, “app development course” and others, as naturally as you can into the copy. Don’t add them just for the heck of it.

Forget About Producing Google-friendly Content

With the onset of RankBrain, Google-friendly content has swapped places with user-friendly content. Like it or not, your content has to be good in the eyes of users first and foremost. And Google, with the launch of Google RankBrain, has made it very clear that only the best content will find a place in its Search Engine Results Pages.

We know what you are thinking… How would one know whether the content created will match up to Google’s new standards? Simple – if users start sharing your content on social media pages, or start leaving comments on your blog posts, or are staying on pages for a longer time, and even checking out other pages of the website, be assured your content is working.

Rankings are good, but not good enough. Focus on content and the stickability quotient of your website.

The bottom line: generate more in-depth content, epic pieces of content to be very precise, if you are really keen on pleasing Google RankBrain.

Sweet Spot #2 – Optimize for Schema Markup

To put it simply, Schema is a code that you need to embed on your website to help search engines fetch better results for searchers. Though not much in use, it’s considered to be the most powerful form of SEO optimization today. And the best thing about Schema Markup is that SEO webmasters, unlike before, will now have greater control over what appears in the search results.

How to Make Your Web Copy Schema Markup-Friendly

Let’s say the keyword “advanced web ranking” appears in your article. The search engine doesn’t recognize “advanced web ranking” as a Rank Tracking Tool, but some random name is thrown in the article.

However, if you put in the right schema markup around the name “advanced web ranking,” the search engine would recognize it as a Rank Tracking Tool. Schema Markup is available for the following things:

  • Authorship Markup
  • Testimonials
  • Local Business Schema and Geotag
  • Breadcrumbs
  • Events
  • Recipes
  • Videos
  • Offers
  • Bulleted Lists
  • Individuals
  • Products
  • Meta Descriptions
  • Facebook Open Graph

One of the easiest ways to implement Schema markup is to directly tag the HTML code on your web pages. You could even make use of Google Tag Manager, a free tool that enables marketers to add or update tags without any basic knowledge of website coding.

According to Behshad Behzadi, Principal Engineer at Google Zurich, in a keynote at SMX West, voice search is growing fast. Interestingly, according to recent studies, 55% of teens and 41% of adults are using voice search on a day-to-day basis. This is why it is best to incorporate it into your modern SEO copywriting practices.

The appeal of voice chat is undeniable – it’s hands-free and helps with multitasking. On top of that, its error rate is just 8%, while the error rate in text search about two years ago was over 20%.

How to Make Your Web Copy Voice-search Friendly

Focus on Long Tail Keywords

When searchers type in a keyword, they usually prefer short sentences; in other words, short-tail keywords. But when they speak, they usually tend to speak in long sentences.

Let’s say you want to know “who plays the lead role in Fast and Furious”. You would simply type in “lead hero fast and furious”. For voice search, however, searchers would in all likelihood be talking in complete sentences. To reach out to these searchers use natural, long phrases in your web copy. Or, in other words, use conversational, long-tail keywords that answer user queries.

Optimize for Microdata

It’s important that your brick and mortar locations and XML Sitemaps are readable to your visitors and search engines. Why? Because mobile users and voice searchers are looking for information like this, especially from their mobile devices.

Organize an FAQs Page

Voice searchers are more prone to pose questions that basically start with “Who, What, Where, When, Why and How”. These searchers are looking for immediate answers.

To answer such queries, you could come up with an FAQ page. However, ensure that your questions start with the above-mentioned adverbs. And more importantly, remember to keep the tone conversational to match voice search.

Sweet Spot #4 – Optimize for Google AMP

modern SEO copywriting
Image Source: Solen Feyissa

With the increase in smartphone use, it has become really important now to make your website mobile-friendly. According to a Moz article on SEO and digital trends in 2017, mobile search these days is attracting more traffic than desktop. In fact, 20 of the 24 industry niches look at mobile as their primary source of traffic.

No wonder Google has been giving importance to mobile-first indexing. The search engine giant has made it clear – if you want your website to rank higher in search engines, make sure your website is mobile optimized.

Designed expressly with the purpose of making sure that businesses give significant importance to mobile indexing, Google launched Google AMP in 2015. AMP stands for Accelerated Mobile Pages, a Google-backed project that helps websites come up with faster-loading mobile pages. So if your website is receiving large volumes of traffic from mobile search, then it’s better for you to roll up your sleeves and start digging for ways to AMP-up your site.

How to Make Your Web Copy Google AMP-friendly

The AMP project was initially built for managing news and blogs. But then, the whole point of coming up with an AMP project was to make content accessible, better, and faster on mobile for all websites, irrespective of the industry they fall in – whether it was news, retail, or travel.

By far, AMPs have proved quite successful for news and blog sites. And today, the model has been enhanced to accommodate the needs of the eCommerce industry as well. By the way, it’s considered a perfect fit for the eCommerce industry given that the goal of AMPs is to enable faster loading of pages that lead to better conversions. So the eCommerce industry should be milking it for what it’s worth.

That being said, an eCommerce website should go slow when it comes to adopting AMP fully. Start in parts by testing the performance and ROI of a particular category or page and then move on to amplify other pages.

Content features such as product descriptions, reviews, images, and others can easily be amplified today. More to the point, being backed by pre-built components, it enables you to build interactive experiences on your websites, such as carousels or instrumentation to collect analytics data.

Wrapping Up

SEO has changed for good. Google is upping its ante time and time again, through constant algorithm updates that make sure websites don’t sacrifice quality on the altar of traffic.

The methods mentioned above are the major sweet spots that could help businesses get their act together and ensure they are on the same page as Google’s algorithms.

Marketing Text and Images: The Perfect Combination

marketing text and images

Imagine this: in your search for a simple chocolate chip cookie recipe, you click on a link that looks promising only to find a wall of text. There’s no photo to showcase those oozing chocolate chips, and there are all kinds of text-rich asides on topics you have no time for, like where chocolate comes from and how margarine and butter fundamentally differ. Sound familiar? If you’ve ever loaded a site from the Internet’s infancy when designers took the term “database” a little too literally, you’ll know just what we mean. And yet, websites that rely too much on images can be just as difficult and unappealing to navigate. We’re looking at you, restaurants that bury your menu beneath five layers of graphics. So, what’s the answer? Balance and a little forethought when choosing marketing text and images.

Understand Marketing Text and Images, And Their Primary Talents

First and foremost, it’s important to understand what both text and images can do. Text can frame a conversation, whether it’s through a catchy headline, a witty caption, or an opening sentence that (e.g. warning, high school English term coming) is a road map to the rest of an article. Once readers are hooked, text helps a writer dig into an issue, clearly spell out necessary action steps, and expand upon a confusing point. What’s more, text is more search engine friendly than images, easier to change and store in a database, and easier on coders.

At the same time, the right image can also frame a conversation, especially when it evokes a clear emotion. It can break up blocks of text making content more fun to consume and easier to process, while also illustrating points, so they’re more concrete and memorable.

But, more than anything, where images really beat text is in branding and in basic site navigation. No one is going to remember a mission statement as well as they’ll recall a top-notch logo; nor will they return to a site that’s organized like a bulleted list with no attention paid to basic visual logic.

Know The Downsides

Flashy images and bright colors do nothing to capture a user’s interest or to increase conversions if there’s no compelling content beneath the flare. And no one will bother scrolling to the bottom of a text-rich site if they’ve fallen asleep on their keyboard. Even those users who force themselves through either type of site will have a great deal of difficulty in piecing information together. The result: aggravation; anger; no conversions.

Know The Content, Know The User

Finding the balance between marketing text and images for a site doesn’t necessarily mean breaking even. In fact, it’s fine to lean more heavily on one than the other, just as long as that balance is calibrated to the user, the content, the tone, and the intent of all three.

As an example, take a look at Pinterest. Here, images are employed as a tool both for visual organization and as a means of capturing instant interest. Yet, the site never fails to be neat, crisp, and clean, and elucidating text is just a picture click away.

Contrast this to Wikipedia users, who generally have already had their interest piqued through concepts or subjects they’ve stumbled on elsewhere or within other Wikipedia pages. They arrive not looking to be tantalized but to get the content they need. They want no-nonsense images that are directly relevant. If either one of these sites was to strike the image-text balance in the manner of the other, they’d get in the way of their own content and lose their users.

Go Professional

Whether it’s a blurred photo or a string of typos, there are few things less appealing than amateurish content and imagery. If you’re updating your site regularly and don’t have enough visual content of your own, both stock photography and stock footage are a must. They’re relatively inexpensive and allow for a range of creative options. It’s far better to choose a single captivating professional shot than to rely on a photo or video that looks homemade.

Above All, Your Choices Should Be About Communication

No matter how visually appealing or information-rich a site maybe, if the user can’t understand what the site is trying to say, it’s not doing its job. Don’t write your users a novel, but don’t go for the images unless you’re absolutely sure text can’t get the job done. The key to balance is experimentation. Try it one way, try it another, and keep on tweaking until images and text are working hand in hand to communicate your intended marketing message. That, after all, is what a website is meant to do.

Create Your Own Images

While you will need a graphic designer for some of your content marketing projects, for your blog post images you shouldn’t. In fact, we’ll go a step further and say ‘you absolutely don’t.’ And, you don’t need to pay $2 per image on image services sites, like Big Stock. All you need is Logo Creator Software.

You can design all your own images with Logo Creator. And, if you wanted to you could sell them on one of the image services sites or set up shop over at Fiverr.

How to Use Landing Page for Lead Generation without Paid Ads

lead generation landing page

When conversion rate is lower, despite lots of traffic then you can blame the landing page for the disconnect. Landing Page for Lead Generation is an art and it helps you to collect leads that can convert their prospects. Landing Page for Lead Generation is designed for the purpose of capturing personal information like name, phone number, size of the company, email address, etc that prospect down the marketing funnel. You will never be able to generate customers without Landing Page for Lead Generation. Remain it’s that landing pages for lead generation plays a huge role in your sales process.

Landing Page for Lead Generation that users land on after clicking on CTA somewhere deep in your website page to invite them to subscribe, sign up or buy products. A lead generation page represents the conversion funnel where customers enter their entire information for exchange resources. You can collect and figure out various information that used to prospect closer to closing a sale

Lead Generation: What Is It And What Does It Mean?

Before talking about landing pages and lead generation it is good to give the definition of a lead. The term “lead” refers to a potential customer or a commercial contact that shows interest in the promoted product and/or service on various levels. Doing lead generation activities, therefore, means attracting the user and making sure that he or she approaches the brand’s products and/or services in a completely positive way until they are encouraged to purchase or fill out a form. In other words, the lead generation “naturally” stimulates the user’s interest and pushes him to act, making him become an active part of the sales process.

Lead Generation

Over the years and the continuous evolution of the internet, lead generation has become increasingly linked to online digital marketing campaigns and new lead generation channels: Facebook ADS, email marketing, display ads, and Google AdWords above all. What do these channels have in common? All of them drive traffic to a specific web page, called the landing page. The importance of landing pages in the online process of acquiring new customers seems obvious.

Acquire Customers With Converting Landing Pages

The secret of a successful lead generation campaign? The creation of landing pages that convert, aimed at increasing turnover thanks to the “conversion” of contacts into leads. Filling in forms, registering a form, or finalizing a purchase! These are the three objectives of a lead generation campaign!

To achieve these objectives, it is necessary to study an ad hoc lead generation strategy and follow the rules for creating successful landing pages:

  • Simple and captivating texts,
  • Clearly visible “Call to Action” buttons,
  • Contact form with essential fields,

What Is A Landing Page?

The landing page is the heart of a web strategy and is a direct response marketing tool, a discipline that aims to achieve a direct and measurable return in sales, orders, or requests for information.

Among the communication tools, we can say that the landing page is the practical tool in which the communication techniques developed by the hard sell masters throughout the last century materialize.

“Hard sell” means an approach to communication focused on immediacy and direct messages, simple and without words, which leads to immediate action and a single goal: to sell the product/service.

In a period of crisis such as the current one, it is essential that every effort is aimed at having direct repercussions on turnover, and it is for this reason that direct response marketing is so successful: if the big brands can afford to invest in advertising messages aimed only at to make their name run and to improve brand perception, small businesses need immediate, concrete and measurable results.

A landing page considers a few key actions for website users are:

  • Register for digital events like conferences.
  • It’s completely focused on the offer.
  • Download a portion of the content, like a free report
  • The headline also explains how the offer delivers sufficient value
  • Purchase an actual service being offered
  • A form for capturing at the minimum an email address and relevant more information
  • An image showing what the offer looks like

7 Best Tips To Optimize Your Landing Page For Lead Generation

One of the biggest advantages of inbound marketing is that your content continues to generate traffic and contacts for your salespeople even long after they have been published. According to HubSpot, on an inbound marketing-oriented site, 90% of contacts are converted every month thanks to old Landing Pages, created at least a month before! And up to 70% of new leads have turned into Landing Pages over three months old!

Creating new Landing Pages for lead generation today allows you to generate leads even in 6 months, 3 years, and so on! Thanks to a blog, more than 65% of the leads generated each month come from articles published six months earlier than from the most recent ones.

The content and offers you created months or years ago have enormous potential to continue generating leads in the future!

SEO And Lead Generation

To create your next content, do not just consider your current campaign and the objectives of this period, but optimize them to generate leads between several months and years.

But how can you make sure that your potential customers are found and leads are generated even after you stop advertising them with emails, sponsored, and social media? In the same way, you would for a blog post: optimizing it for search engines.

Organic-search traffic is the best source for quality leads: in many situations, it is easier to convert an organic visitor than one who came to your site from a paid ad!

Millions of people every day search on Google how to solve their problems: if you have content optimized for specific keywords you will be able to attract more traffic (read this article on the company blog to learn more about how to do it). When our potential customers try, for example, to solve their problems on creating an inbound strategy, they find the articles of the Archimedia blog on Google and this allows us to generate new leads every month without any type of work!

Always Keep SEO Best Practices In Mind When Creating New Content Or An Offer.

Here are the 7 best tips to optimize your landing pages for lead generation and organic traffic.

Create a short title containing the keyword

The most important element of on-page SEO is the title because it is one of the most effective ways to indicate the topic of the page to search engines and is a key component to consider if you follow SEO best practices. Where is it displayed? It is the description of the web page that appears at the top of the browser or in the tabs:

How to create the perfect title for your Landing Page:

It must be short

Google shows only the first 60 characters (spaces included), so you don’t have to copy the whole title of the guide or the content you want to promote. Pay attention to keywords and eliminate unnecessary words. Also, make sure that your potential customers are able to read the page content clearly and easily.

Include keywords at the beginning

Search engines give more weight to the keywords that appear on the left side of the title, then start with the most important keywords and eventually put others at the end.

Don’t put the company name

Optimize landing pages for long-tail searches for those who have never heard of your company, not for those who already know you. So omit your brand name.

Correctly structure the URL of your landing page

The URL is the second most important element: it serves to communicate to the search engine more information on the content, the structure of the site, and the topic it deals with. The rules are very similar to those of the title:

It must be short

Many search engines show only 65 characters and some of these are taken from the domain name, leaving you a few free characters.

Use slashes to separate concepts and sentences

Each level of depth in your URL has its own page that the public can check. For example, if you need to promote an offer to generate leads through social media in 2020, your URL address should be:

/ Lead-generation / social media / 2022-predictions /

To use this address you should have a page that talks about social media:

/ Lead-generation / social media /

And a more general page on lead generation:

/ Lead-generation /

In this way, you can “nest” your landing page within other more general web pages and at the same time help search engines understand how your content is organized. Make sure your landing page and the rest of your site content are organized well to help Google and people find the information they are looking for.

Put the keywords at the beginning

As in the title, the keywords that appear at the beginning of the URL address also have greater weight than those that appear after.

Enter the correct H1

There must always be a single “H1” that briefly describes your offer and explains the content of the page, with the keyword inside.

Remember to also include the benefits in the title of the page, otherwise, users who have clicked on your website may not find it so useful and go back in the search results to click on another result. In this case, the search engine thinks that your content does not respond to the user’s question and does not deserve to be classified for that term.

That’s why it’s important for your prospects to understand what you offer very quickly before they lose interest and come back. Our advice is to make the H1 similar or identical to the title of the page.

Also use subtitles, graphics, bulleted lists, and everything that comes to mind to help visitors understand your offer quickly and keep them on the site.

Write a clear and direct meta description

The content of a meta description of a web page is not a direct positioning factor for Google, but what you enter can influence the person to click on the search results. And the more people click on your content, the more the search engines take it as a signal to position you higher.

So always write the meta description and make it super interesting so that everyone clicks it. To be effective, a meta description must be fast, effective, and go straight to the point otherwise visitors will not continue.

Explain to users what to expect. Are you promoting an event? Explains how to register as a participant. Do you offer an ebook? Explain what they find inside. Here is an example of an Archimedia page meta description with the keyword “video interviews”.

Optimize your image

Many topics are also searched on Google images: for example, if you promote an event for which people have to register, keep in mind that many people could search for photos of the event. Visual content is more difficult for Google to analyze and understand, but this does not mean that images cannot be used to improve page positioning. To do this, in fact, you can use the name of the file and the alt text (its description).

The file name must be short and include words separated by dashes. The high text, on the other hand, must describe the content of the image, because it is displayed when the image does not load to explain to users what is missing.

The high text of an image and the file name can be good places to put synonyms or variations of keywords. It is not content that visitors usually watch but can help you optimize for several synonyms.

Use structured data for rich snippets

Rich snippets are used to improve search engine results lists such as those shown below. They give more information on the content such as the author, the songs, the reviews, the events, and the products, making sure that the page differs from the others in the search results and therefore earns more search traffic.

Be careful of how many fields you ask for in the form

A high bounce rate indicates that your readers immediately leave your pages and this can drop your ranking on search engines. Here is another tip to prevent your potential customers from leaving the page right away.

Landing pages have forms that your readers fill out with their personal information in exchange for benefits such as an ebook or ticket for an event. Remember that the forms are not very popular and if they require too many things, the public gets scared.

To minimize the information to ask your readers. If you find a form longer than 5 fields, examine the organic traffic of the page and the bounce rate, and ask yourself if it is better to shorten it.

By following these tips your content will rank high in the search engines for months and even years.

You will be able to transform a new landing page for lead generation into a long-term resource that will continue to generate contacts long after the end of your campaigns. Think about the ROI you get out of it. But these are just some of the tips for making lead generation with Landing Pages. Do you want to see what we do when we create them to make them successful?

Anchor Text Rituals – Useful Tips From Experts

Anchor Text Rituals

We have put together some useful tips from experts in anchor text rituals.

Naming your pages with strong keywords provides an easy-to-follow map of your site. A particular web page or content can be retrieved from the database by using a keyword or a related search string. Search engines make a wide variety of data available that can provide detailed insight into the intent and motivation of potential customers. Some CMSs allow you to access the same content via multiple URLs if you don’t set them up correctly.

This causes issues when search engines don’t know which is the best version to choose.

Fortunately, unless you are being spammy, most duplicate content issues don’t cause a site to be penalised. Not only will a great linking setup be useful when proving your authority to Google, Yahoo and Bing, but it can also create a much more complete interaction with your potential customers.

High advertisement ratio can be mitigated by using walled garden sites:

In the early days of SEO, you could get a site to rank fairly easily by buying a bunch of low-quality backlinks, keyword stuffing (including the same keyword on a page a bunch of times), or by buying a domain address (website name) that exactly matched the keyword you wanted to rank for.

In order to please both the search engines (who will reward you with high rankings over time) and potential customers and return visitors, you need to offer value above and beyond search engine optimization. When it comes to writing effective SEO content, you should always begin by thinking of the perfect headline.

However, an effective headline can do wonders for not only SEO purposes but also for your social media and website visitors as well. By correctly using header tags in the following order H1, H2, H3, H4 all the way to H6 (if necessary) when inputting copy, you’re helping crawlers navigate each page of your site easily and understand its content. Heading tags are also a great way to break up the copy on your page to make it more readable for your visitors. If you notice that the ranking has fallen precipitously through many pages within a very short time, there is a serious problem.

Anchor Text Rituals – Google ranking factors can be affected by citations:

These can help people to quickly scan the page and find the information they’re looking for. But, there’s still more to it. Do not copy another site’s content without asking permission first. It’s bad for you, the site you’re copying from and the reader too. Keyword research can be done using free tools.

There are plenty of things that you can do to optimise your content as part of your blog roll or your on-page content. SEO factors have varying weights and no SEO consultant knows the exact weight of each or when these weights change. We’re not going to talk about every SEO factor. This is because Google has over 200 SEO factors and over 10,000 sub-signals for ranking. That is way too much information to digest and remember.

Anchor Text Rituals – Analyse your existing link bait:

We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: “SEO has the potential to promote companies, without them having to pay anything extra for advertising.”

As a rule of thumb, the easier you acquire a link, the less value it will likely have. You have to think outside of the box (link building is not just guest posting). Creating content that consistently drives traffic to your site is a win; however, not all traffic is created equal.

The challenge is finding a balance of content that is interesting, sustainable, and relevant to your business interests. Based on your business goals, searcher data, and competitive landscape, you can refine the initial list of target searches to subsets that are most likely to convert and that are reasonable areas for your business to initially compete in.

The internet marketer then starts optimizing their websites for the search engines by creating good content, manipulating HTML code, such as Meta tags and descriptions, writing great web page titles and keyword dense content, and creating natural back links to their websites.

Useful tips from experts in anchor text:

If you want to rank for a high-value, high-competition blockbuster phrase, don’t worry about it. Just start writing high ranking content for lots of related topics. You first need to fill your site with link magnets.

A backlink to your site is when another website provides a link to your site, and a good SEO campaign aims to get trusted websites backlinking to yours to demonstrate its credibility to search engines. This can hurt user experiences and impact search rankings.

Your site should be free of broken links and configured to signal broken links to crawlers using a 404 response status code. There are enough studies done by leading SEO experts out there that suggest that there’s a high correlation with optimizing them and higher rankings in SERPs.

If you want a better SEO ranking and more happy returning customers, you have to make sure that they get the very best user experience. Reliable hosting and a fast website are the two most important (yet very affordable) investments any website owner should do.

Anchor Text Rituals – Having fun with metrics:

Leveraging exceptional content is the right way to engage your audience. SEO combines art with science, and content is the way to get maximum results. It can help you create your brand, draw backlinks from relevant quality sites, build relationships, and position yourself in your industry.

Keep in mind that quality and consistency are crucial. Building a strong site architecture and providing clear navigation will help search engines index your site quickly and easily. This will also, more importantly, provide visitors with a good experience of using your site and encourage repeat visits.

It’s worth considering that Google is also increasingly paying attention to user experience, including mobile optimisation and site speed. Ensure the number of new site visitors arriving via organic search is growing, month to month and year over year. Both Google and Bing take page-loading speed into account in their website ranking algorithm. SEO is a time consuming effort which most people running an online business do not have.

How to Do Landing Page Optimization in 5 Steps

landing page optimization
Be different

Landing page optimization refers to updates advertisers make to web pages with the goal of improving performance and increasing on-page conversions. Landing pages need to be optimized and tested to serve their audience better. Businesses using pay-per-click (PPC) advertising should optimize landing pages to convert hard-earned clicks into leads.

Your landing page’s performance data is the key to making strategic landing page optimizations. Understanding your data and making effective optimizations can be a challenge if your expertise isn’t in digital marketing. Luckily, there are great optimization tools like Freshmarketer that can help you optimize landing pages without being an expert.

How Landing Page Optimizations Work

Landing page optimization means single updates made to an existing landing page based on your landing page’s key performance indicators (KPIs). The new landing page is then A/B (split) tested against the previous landing page to determine the effectiveness of your optimization. The landing page that performs better will be kept, and then continued to be optimized in other areas.

Landing pages are very simple in structure, using minimal elements to better focus the page on your call to action (CTA), leading to more conversions. Even with a simplistic design, there is much that can be done to adjust and optimize landing pages from simple image changes to adjusting the messaging to reach your target audience better. Making minor adjustments can reveal a lot and improve on-page conversions greatly.

To optimize your landing page, you will need to go to the platform where it was built, such as WordPress, or platforms like Leadpages or Instapage. Using your ad’s performance data, select one part of your landing page to update. Duplicate your current landing page, and update the new landing page. From there, A/B test the old vs. the new landing page by creating ads that point to each. Monitor the results to see if the change made your landing page more effective.

Optimizing landing pages not only drive more conversions but also can help improve your ad’s quality score. This can result in high ad rank on search ads, more frequent ad placement on social ads, and lower (costs-per-click) CPCs on both search and social. Lower CPCs mean your existing ad spend will yield more clicks without a budget increase, squeezing even more conversions from your ad spend.

How to Optimize Landing Pages in 5 Steps

Optimize your landing page by reviewing your existing landing pages data and analytics to discover areas that could use the most improvement, then make one change, test that change by A/B testing it against the existing landing page, collect performance data and finally review performance data to determine if the optimization was effective. Learn how to optimize your landing page strategically to improve your conversion rate faster with our easy-to-follow guide.

Here’s how to optimize your landing page in five easy steps.

1. Analyze KPIs

If your existing landing page was built correctly, then you will have performance data and analytics tracking information available. Depending on where your landing page was created, the system itself may track performance automatically, or you may have used a Google Analytics tracking code.

Go to the source of your analytics and review the data, looking at key performance indicators such as the number of on-page conversions, time on page, number of pages viewed, or bounce rate. Compare these to your advertising goal to discover which aspect of your landing page needs the most improvement and start there.

Here are the primary KPIs you should review.

Conversions & Conversion Rate

Conversions are the number one KPI for landing pages as they represent whether or not a user performed your desired action on-page. Consider not only the number of conversions your landing page is receiving but your conversion rate, which is the percent of landing page visitors who convert on your page, to get perspective on the quality of your landing page.

If a landing page is not converting well, it reveals a number of potential issues, including:

  • Failure to match messaging to ad: Confirm that the messaging of your landing page matches the message of your ad; Remember that if someone has come to your landing page, it is because your ad’s messaging was effective, so you must maintain that in your landing page
  • Busy landing page layout: Too much information can be a bad thing; if your landing page includes too much text or too many elements, it can confuse your messaging and leave users disinterested
  • Too much information required: Using a contact form with many fields or too many steps makes getting your offer a challenge, leading to fewer conversions
  • Appearing unprofessional: A poorly designed landing page with low-quality images or distracting fonts can undermine your branding and leave users second-guessing whether they want your offer

Quality Score

Ad platforms like Google Ads and Facebook Ads give every ad a quality score, which includes analyzing your landing page to indicate how good your landing page is. Landing pages that are seen as irrelevant to your ad will have low-quality scores. This leads to your ad being displayed less often and at a higher cost, so it’s key to be sure your landing page is highly relevant to your ad.

Look at your quality score in your advertising platform (like Google Ads) to determine if your landing page is considered good based on how high of a score your landing page received. If your quality score is low, you’ll need to make it more relevant to your ad copy, such as aligning your ad copy and CTA to your landing page messaging and CTA better.

Quality score is an important factor in your ad’s overall success, so while it is overlooked for landing page optimization, it should be monitored and reviewed. Google Ads gives advertisers the opportunity to see how Google ranks their landing page with ad relevance and landing page experience ratings, giving you further insights. Learn more about using Google Ads and how to create high-performing ads.

Time on Page

Google Analytics, as well as other analytics platforms, provides information on the average time a user spends on average on your page. Landing pages are meant to be short and straightforward in nature, but if you’re not seeing conversions and users are spending less time than it would take to read your page, then you have a problem. In this case, it’s likely that your landing page is designed poorly or feels like clickbait with a different CTA.

If you’re seeing that users spend very little time on your page, it’s likely that there is an issue like one of the following: your page load time is too slow, a landing page is not visually pleasing, offer is not the same as your ad’s, you require too much for a user to complete your CTA or the landing page messaging is weak or irrelevant.

Bounce Rate

Bounce rate is how often users leave your landing page without going anywhere else. For example, if a user converts, then they end up on another page like a confirmation screen. Landing pages are not meant to include your standard website menu to lead users to click your CTA. However, if the majority of users exit the page instead of completing your CTA, then it’s time to review your landing page.

In this case, it may be that your landing page is not what users had expected. The design could be completely different, throwing them off. Maybe your landing page is loading so slow users exit before it even appears. It could also be that your contact form has so many fields and appears daunting.

A high bounce rate tells you that users aren’t seeing what they came for, and so they’re exiting the page without taking any actions or spending any time. If your page has a fast load time, start by looking at whether your offer and CTA match your ads. It’s likely that users feel like the ad was deceiving as the landing page doesn’t give them what the ad said it would.

After reviewing your KPIs and determining which area needs the most help, decide which element you’d like to edit. Remember to make only one change or optimization at a time and ensure that changes are reversible should they not improve your landing page’s overall performance.

2. Analyze Copy

Considering your data, consider whether or not your landing page copy reflects your advertising goals. Your messaging needs to correspond to your ad copy. But, even if it does, that doesn’t mean you can’t convey your message better. The written word can feel clear to the writer, but whether that message translates to the reader depends on their individual interpretation, meaning there is usually always room for improvement on messaging and landing page copy.

Strengthen Your Headline

Your headline is your first shot at getting the reader’s attention. Every user is in a decision-making process, and your headline should serve to remind them why they’ve gotten to your landing page, to begin with, and provide a reason to take your CTA. Use actionable language that speaks to your audience.

Reduce Required Contact Form Fields

Landing pages will typically either use a contact form made up of input fields or a process of clicking through to other pages. Either way, the more steps you include, the less likely a user will convert. A contact form with too many required fields can make a user feel like the cost of getting your CTA is too high, making it less likely a user will convert.

Use Supporting Text to Make Your CTA More Compelling

You may use supporting text to strengthen your CTA. This helps support your headline, which should be fairly short and sells a user on the benefits of your offer further. Limit the amount of supporting text used on your landing page, making sure it’s concise and conveys your message without being too verbose.

Change the Tone of Your Message

Optimizing landing pages is about testing new ways to reach your audience, so remember that you can test the tone of your landing page’s message. Let’s say your landing page is focused on positive selling points. Instead, try changing the tone so that your ad maintains the same offer and CTA but, instead of using its positive selling points, speak to the customer’s pain points or reason to need your offer rather than a reason to want it.

3. Review Landing Page Design

The look and usability of your landing page hold the power to reinforce or compromise your brand image, trustworthiness, and ad message, so getting it right is important. Solid landing page messaging needs to be supported by great design. It’s not enough to say the right thing to the right people — the message needs to be illustrated within the aesthetic of your landing page.

Consider User Experience

Put yourself in the position of your viewer. What is their experience in looking at your landing page? Is the landing page responsive as it adjusts to different screen sizes automatically or does it get cut off on certain devices? Is your offer clear and evident, and does it appear easy to receive your offer?

Image and/or Media

Images often serve as emotional triggers for people, so consider what your image is evoking. It’s worth noting that there is a lot of research on image effectiveness. For example, images that include a smiling face tend to be more well-received, and images that lead the reader’s eye to your text lead to more user interaction.

For example, a nursing home advertising on Google can use a landing page designed to capture leads with the CTA inviting users to come in for a tour. The site may think using a background image with the sun peeking through the clouds will be uplifting. However, this image may have a subconscious way of conjuring feelings of death and the afterlife, instilling fears in people seeing a nursing home for a loved one rather than making them feel good about it.

Color

Color plays a role in subconscious perception. It’s well-known that blue makes people feel more trusting whereas red instills urgency and fear. However, it’s how these colors are used on a landing page that matters. Contrasting colors tend to work best in portraying a well-defined message, although primary colors can feel elementary or harsh in nature. Consider your business and your ad’s message to determine colors used in your image, text, and CTA button.

Make Sure Landing Pages Are Mobile-friendly

If your ads are showing on mobile devices, then you will need to optimize your landing page for mobile. For the most part, you will need to create a separate landing page designed solely for mobile as landing pages on mobile are designed differently. For example, on mobile, you have very limited space for text, meaning headlines must be very short, the CTA button needs to show without scrolling down, and it must be in a single-column format.

Mobile landing pages come with a unique set of requirements and complexities, so we’ve written an article on just that. Learn more about the differences, capabilities, and how to optimize mobile landings by visiting How to do Mobile Landing Page Optimizations.

4. Improve Page Loading Speed

If your landing page doesn’t load quickly enough, then users will exit your page. Page load speed can make or break the success of your landing page. There are sites you can use to test your webpage loading time for free, such as Pingdom, which grades your page load speed to give you a better idea of whether your speed is good or not.

If you find that your page load speed is lagging, consider these common reasons to find your fix:

  • Large graphics: Large image sizes are usually good for ensuring images do not appear blurry, but if they’re too big they can lead to slow page load times
  • Multiple plug-ins: Using a plug-in or two, such as a contact form or CRM plug-in, shouldn’t be a problem; however, if you are using multiple plug-ins on your page, it’s likely to increase your page’s load time
  • Poorly written code: If your page was built with inefficient code, then it will be slow to load; this may happen when businesses attempt to build landing pages themselves or hire inexperienced web developers
  • Server location: The farther away your server is to your user, the slower your page load time can be; for this reason, businesses often choose to use website hosts who have multiple server locations like Bluehost

Test your page’s load speed with a freeload speed tool like Pingdom to see how your landing page is doing. Not only does Pingdom gauge load speed, but they also provide you with a short performance report to give you a better idea of how your landing page measures up and potential areas of improvement.

5. A/B Test Landing Pages

Landing pages need to be optimized or updated for best performance. Don’t assume that your new landing page is necessarily improved. Start by using both your new and your previous landing page simultaneously to compare results side-by-side. It can be surprising what works and what doesn’t, so A/B testing new landing pages is your only real way to determine if your update was beneficial.

Test your new landing over a period of time from as little as a week if you have a high volume of clicks to a month or more if you have low traffic volumes. Review and analyze the data, comparing each landing page to the other. Considering the data from the new landing page, determine if the one optimization you made was effective in reaching your advertising goal and driving more conversions. If the optimization was fruitful, use that as your base to continue optimizations.

Give your new landing page time to collect performance data, then compare the data from each landing page to determine if the optimization was beneficial. If so, keep the new version, and repeat the process to continuously improve your landing page for increased conversion rates and a higher overall return on ad spend.

Landing Page Optimization Tools

Landing page optimization tools are available to help you take the guesswork out of landing page optimizations. They help make your optimizations more strategic and, therefore, effective in reaching your advertising goals. From easy-to-use A/B testing tools to customer relationship management (CRM) integrations that can upload your contact form submissions automatically to your CRM platform to informative analytics tools, you can optimize landing pages yourself.

Landing Page Analytics Tools

Analytics tools are how advertisers get behavioral information including time on page, number of pages viewed, and so on. There are many analytics options available, all of which are embedded into your landing page to track users. Finding one that provides the right amount of information that is easy to understand is key to using data strategically for optimizations.

Top Landing Page Analytics Tools

Analytics ToolBest ForCost
Google AnalyticsComprehensive page view tracking for experienced advertisers.Free for standard version
CrazyEggIn-depth on-page user behavioral insights like heat maps and segmentation metricsFree 30-day trial, then as low as $24 per month (price increases according to chosen plan)
MixpanelHighly targeting user behavior or “people tracking” and automatic insightsFree for the limited plan; $24 per month for the Growth version, more for Enterprise (custom priced)
KissmetricsPeople tracking with activity reports to understand the reason behind user behavior$299/month for Silver Plan, Gold for $499/month. Custom plans available.
HeapBehavioral analytics tracking for online businessesFree basic plan; more (paid) options available.

A/B Testing Tools

Tools are not required to A/B test landing pages, but A/B testing landing page tools make it easier to build and understand the results of A/B tests. This gives advertisers the ability to take the guesswork — and math — out of comparing the performance of two different landing pages linked to the same ad.

There are a number of A/B testing tools available, but deciding which one is right for you depends on a number of factors such as where your landing page is hosted to whether or not you want to use a plug-in. If you’re using WordPress to host your landing page, then Google Optimize is a great option that is free. As always with Google, it has robust features and data.

Heatmap Software

Heatmaps track user behavior on web pages and present information with a visual representation. They can help you understand what users are doing on your webpage better and which areas they’re spending the most time on. This information can provide insights into additional optimization opportunities

Funnel Analysis

Sales funnels are your process of converting users into customers, and it is often overlooked in regard to landing pages. No matter how great your landing page is, it will struggle to convert users if you’re using a poor-performing sales funnel. It can be difficult to understand if your sales funnel is affecting your conversion rate. However, there are sales funnel analysis tools that can help you find and fix sales funnel issues. Learn more in our article on funnel analysis.

Landing Page Optimization Best Practices

Be sure to keep landing page best practices in mind when optimizing. Adhering to landing page best practices will maintain the health of your landing pages, your ads, and ad spend. Failing to do so can result in rejected ads and even advertising accounts being shut down.

Here are the top landing page optimization best practices:

  • Create a consistent message: Your landing page needs to have the same message as your ad that promoted your page
  • Always use the same offer & CTA: The CTA and offer must remain consistent between your ad and landing page
  • Never remove your privacy policy: Google Ads and Facebook Ads require landing pages have a link to your privacy policy
  • Do not make multiple changes: Make only one change at a time so you can track whether the change was beneficial
  • A/B test new pages: Always compare results of new pages to your old page to accurately determine if your optimizations help reach your advertising goal
  • Adhere to policies: Be sure to comply with the platform’s policies that you’re advertising on, such as Google Ads or Facebook Ads; every platform has its own policies and guidelines, so it’s important to understand the policies of the one you’re using

Frequently Asked Questions (FAQs)

What Is a Good Conversion Rate for a Landing Page?

Landing page conversion rates vary greatly based on the design, messaging, and value of an offer. The average landing page conversion rate is 2.35 percent across all industries. However, the top 25 percent of landing pages convert at around 5.31 percent or higher.

How Can I Find Someone to Optimize My Landing Page for Me?

There are a number of ways you can find someone to optimize your landing page on your behalf. From digital marketing agencies to freelancers, you can find an expert to optimize for you. A great place to start is by going to Fiverr. There, you can find numerous industry professionals who you can hire for one-off tasks such as landing page optimizations at prices as low as $5.

Is it OK to Use Videos for Landing Pages?

Whether or not it’s acceptable to use videos on landing pages depends on which advertising platform you’re using. For example, it’s fine to use videos on landing pages for Google Ads. However, Facebook Ads has a policy against auto-play videos, making them a generally avoided media type.

The Bottom Line

Optimizing landing pages helps advertisers discover what serves their audience best, leading to higher conversion rates and better quality scores. Using analytical data, advertisers can uncover areas to improve, narrowing down their options of which aspect of the landing page to optimize. New landing pages are then A/B tested and analyzed for top performance. Every advertiser should work to optimize their landing pages continuously to improve overall ad performance.

Be sure to use landing page optimization tools to save you time and make your life easier. Comprehensive, all-in-one landing page optimizations tools are readily available like Freshmarketer, which gives businesses a single platform to optimize landing pages from all angles. Take the guesswork out of landing page optimizations and start making strategic optimizations that will drive more conversions with free plans to get you started.

On Page SEO Guide for Beginners in 2022

On Page SEO Guide

Why everyone talks about On Page SEO? And why is it important? Well, the simple answer is that, if you follow the SEO strategy from day one, you can get free organic traffic. This article is an on page SEO guide. We are going to tell you about on page SEO and how to implement the SEO strategy on your website.

Now, what is On Page SEO?

On page, SEO is the practice of boosting your website content for search engines and searchers. It means on page SEO can help your website to get more traffic and visibility.

There are three main categories of On Page SEO:

  • Create unique content
  • optimize tags, meta description, and other on-page elements
  • Inbound and outbound links

So, now the next question that comes to your mind is why on-page SEO is important?

As we know that Google is always looking for fresh content for its users. So to fulfill google needs we need to work on our website content and SEO.

On the page, SEO helps your website overall efficiency. If you have done it properly, on-page SEO can help your website to rank on the first page of google search results.

If you implement the right on-page SEO elements such as title, tags, headings, and site content then you won’t have to optimize your website on regular basis.

On the page, SERP will ensure that your website traffic is targeted and relevant to your niche.
It’s a part of white hat SEO and by far the safest option for optimizing your content.

On-page SEO strategies are:

#1 – Decide one keyword you want to be known for or rank On google search results.

SEO is a strategy in which you have to be in for long period. So instead of focusing on overnight ranking just prepare your marketing strategy.

Usually, people think that they need to find a popular keyword on which they can rank 1st on google. But a lot of times people forget about their website niche and they do their research wrong on keywords.

So my suggestion is to you that just think about your niche and then do research on keywords. The most important thing is if the term is not popular, then it’s easier to rank for that term.
But the cache here is you are not going to get more traffic from that keyword instantly but in long term, it’s really important for your on-page SEO.

On Page SEO Guide #2 – Title tags and heading

Title and heading are the most important elements of any web page in terms of SEO.
You need to include a focus keyword in your title for that particular web page.

If it’s possible then try to include it in your webpage heading. It will give your webpage extra benefits in terms of on-page SEO for this keyword you’re trying to rank for.

#3 – Meta description and tags

Meta descriptions or tags are not going to help you rank in search engines. However, they are important in terms of describing your articles. The meta description will be read by people, while they are doing their query on any search engine. Therefore, you need to present your meta description as simple as possible so that it matches with user queries and they read through them.

On Page SEO Guide #4 – Check for copied content

Like it sounds, If you are using copied content on your website then it’s not good for SEO. Surely Google or any search engine will not penalize you for this but it will affect your ranking.
So try to provide something new that brings value to the users.

#5 – Image alt tags are necessary for On Page SEO?

Image alt tags are used to provide information about your images. It helps the search engine understand what your web page is about and tell them that you might have better content than just plain text. Simply just enter alt text in your image that describes the meaning of the image. Try to avoid copied alt text.

On Page SEO Guide #6 – Highlight your keyword once in your post

Highlighting your keyword in an article or webpage has little impact on SEO. Just highlight keyword once in an article do not try to highlight more than one it will bad for on-page SEO.

Inbound links are used within your website to boost up your Pages. You can do this by simply linking to other articles from within your content. So, don’t think that adding tons of inbound links helps to boost the SEO of your web page. Search engines are aware of these situations. It can end up hurting your SEO efforts. If it makes sense to create a link then do so otherwise you don’t have to create.

While on the other hand outbound links are kind of the same as inbound links but the major difference between them is:

In inbound, you create a link to your web page but in outbound, you give reference to another webpage. If you’ve made it this far, congratulation now it’s time to implement them on-page SEO strategies on your website that can help your pages get found on the search engine result page.

Have questions? Feel free to discuss below.

Concentrate on Targeted Keywords That Deliver Traffic

Targeted Keywords That Deliver Traffic

The trick to successful SEO for your website or blog is to concentrate on targeted keywords that deliver traffic.

Getting the technical details of search engine-friendly web development correct is important. But once the basics are covered, you must also market your content. Article directories grant another space where a subscriber might obtain a back-link, gratis publicity, and possibly some free traffic. Several such directories have espoused returns sharing, which signifies that the content giver acquires a slice of the proceeds.

Many mobile devices have a text-to-speech option that automatically transcribes their words into the search box. People speak differently than how they write, using different words and sentence structures. With other voice-to-text aids such as Alexa, more and more mobile web search queries are resembling how people speak.

How often did you leave a website because it took too long to open? It happens all the time. On-Page, optimization is the most important part of SEO. You can increase website traffic, leads and sales, by doing better On Page SEO on the website. Which includes using targeted keywords. Remember, the focus is on targeted keywords that deliver traffic.

Writing Effective Headlines To Encourage Individuals To Visit Your Website

Use your network to your advantage and have your friends LIKE your page on the different social network platforms. Make them link it back to your blogs. This helps to drive organic traffic back to your online business. Search engines no longer require you to spell things to rank. So your focus should be on writing for the people viewing your page instead. After all, time on page and other elements indicating your content were useful to provide a stronger value for SEO.

There are many niche communities specialized in different topics, such as films, gaming, programming, marketing, etc. These communities don’t just bring people with common interests together, but also let members submit the latest, coolest content. It often helps to increase the length of the content of your web pages. A great way to up your SEO in a general sense is to regularly update your site with quality long-form content. This could be in the form of a video, a podcast, or more commonly, a blog.

Targeted Keywords That Deliver Traffic – Boost Your Popularity In The SERPS

Look for resources that deal with similar topics to your own site. You may find many Internet projects that are not in direct competition with you but share the same topic as your site. Try to approach the site owners. It is quite possible that they will be glad to publish information about your project. Search engine optimization is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site’s user experience and performance in organic search results.

It is commonplace to have a staging server (also called a dev site) set up for your website re-design / re-model project. It is also a good practice since you shouldn’t be building a site in a live environment where your users can interact with an unfinished product.

Targeted Keywords That Deliver Traffic – But What is SEO?

Googlebot uses sitemaps and databases of links discovered during previous crawls to determine where to go next. Whenever the crawler finds new links on a site, it adds them to the list of pages to visit next. If Googlebot finds changes in the links or broken links, it will make a note of that so the index can be updated. In Google search results, you only have space for 70 characters in your title. If your title is longer than that, it gets truncated (meaning the end will be “….”). (Previous estimates put this number at 50 to 60 characters, but Google recently expanded the width of the search results and therefore can show slightly longer titles.)

Is There Any Obvious Reason Why The Phrase Is Not Bringing In As Many Visitors As It Used To?

Auditing an existing site is one of the most important tasks that SEO professionals encounter. SEO is still a relatively new field, and many of the limitations of search engine crawlers are non-intuitive. To understand your website, Google must be able to read it. In order for this to be possible, you must make sure that your website is text-based behind the scenes. In this sense content is king. you can optimize the entire technical side of your site and still find it lost on page two or more in Google.

SEO isn’t a trick. It isn’t something your web developer can do for you. When you write headlines, it is not absolutely mandatory that you use key phrases, but you get a decent bump in the search engines for putting them in headlines that are bolded with a larger font than the other text and capitalized. Targeted keywords are those that are most often used by you target audience. Therefore, you should use targeted keywords that deliver traffic which naturally will be targeted.

Ensure That You Concentrate On Targeted Keywords That Deliver Traffic

Parallax design is a website design approach that’s been used for several years now and takes its name from the concept of the parallax movement. Instead of linking from one entire webpage to another, the visitor moves up and down on the same webpage. Set up a Google Alert for your company name. Any time your business is mentioned across the web, contact the webmaster, thank them, and ask them nicely to include a link.

Content marketing can be very effective in increasing traffic, generating leads, enabling sales – and contributing to SEO. It doesn’t matter how big or small your company’s marketing budget is. There are internet marketing strategies that can optimize your website and online presence that are relatively inexpensive. SEO-friendly content doesn’t have to be difficult or time-consuming, provided that you understand how on-page SEO can work alongside your content.

Most Website Owners Know What They’ve Done Wrong When They Have A Search Engine Penalty

It is imperative that website owners and site developers engage in user testing to find targeted keywords. Without actually measuring what users are doing when they visit a site, one can’t possibly know how a website is performing. As such, you won’t be able to find targeted keywords. Once you start working on the SEO channels you need to commit yourself for the long haul as ranking first on the search pages does not happen in a day. It can take up to years sometimes and if you are lucky, weeks.

Whenever possible, avoid changing URL structures.

The easiest way to prevent broken redirects is to avoid creating the redirects in the first place. SEO and SEM tactics are not disappearing any time soon, so why not use them to your advantage? There are a lot of people using search engines to look for what you have to offer, and in the area, you are offering them. The type of permalink you pick influences the way these two parties see and value your site. A URL with a load of incomprehensible gibberish at the end is a lot less shareable and enticing than a short and simple SEO-friendly URL.

There you have it. The ways to concentrate on targeted keywords that deliver traffic.

How to Speed up a Website: PageLoad and Speed Optimization Techniques

pageload

Is there anything more frustrating in life than a slow-loading website? This cardinal sin is one of the ultimate no-nos in website development. If you’re looking to swiftly take visitors from 0 to annoyed and ready to jump ship in just a few short seconds, slow site speed is certainly the way to do it. Besides, Google takes PageLoad time very much to heart; if a website is too slow to load, the search engine may refuse to index it at all. The bad news is that even after you have fixed all those speed issues, website ranking might never restore no matter how much you invest in SEO.

Website speed optimization highly impacts three critical aspects:

  • Conversion. The faster the page loads, the higher the conversion rate.
  • Visibility. Website loading time affects how easily users can find your site. Google considers site speed as one of the main ranking factors.
  • Usability. Page speed, loading time and responsiveness to user requests directly affect user experience and, eventually, customer loyalty.

In this article, we will cover our approach to website speed optimization and explain how you can ensure great performance at the earliest stages of website development.

What Is PageLoad Speed Exactly?

PageLoad speed is used to measure how fast your website loads and it’s one of the key user experience metrics that may affect your conversions. According to Google recommendations, PageLoad speed should be no more than 3 seconds. That’s not like the golden rule, but a great reference to keep in mind.

If your website takes more than 3 seconds to load, we advise looking into the underlying reasons that could be causing it.

Have a rather slow website? Something can be done for sure — let’s talk and discuss possible solutions.

Get In Touch

You can measure your website speed with tools like Google PageSpeed Insights or Pingdom. PageSpeed Insights today is the most popular tool to access website performance and the following stats on global search engines pretty much prove its relevance.

Pingdom is an excellent free service that allows accessing website performance from servers located in different countries. This is especially useful if your website is hosted in one country and your clients or users are in another country. In this case, the pageload speed test should be done in the client’s region. Pingdom provides constant monitoring for various metrics of a website and notifies if any issues occur.

In addition to website speed, it’s crucial to check its availability, too. If there is an error, the website may not load at all, which may lead to financial and reputational losses that might be bigger than losses from slow performance.

What else?

Google Chrome has a built-in tool called Lighthouse which you can use to measure website speed. The only thing to note here is that speed testing happens locally and the results may differ from those on the server. We verify speed optimization on a staging server first and then test it one more time on the live server.

Speed performance and design

It may sound odd, but we think that designers should share the responsibility for a fast-loading website and make informed design choices.

Together with developers, they can review the design comps and get an assessment on potential performance problems before the whole thing goes into development. It’s way easier (and cheaper!) to spot those things early and sacrifice some design stuff before you get all the pages and screen resolutions designed.

  • Use visual content and animation wisely, especially on the above the fold portion. A browser usually parses a page from top to bottom, and the first screen is what users should see as fast as possible.
  • Limit the variety of font families. Non-standard fonts are loaded via scripts, and each new font may add up to 400 Kb of weight to the page. The fewer the fonts, the better UX. Easy!
  • Optimise those images. Before you handle any graphic content to a developer or website admin, it’s your responsibility to reduce the size and ensure decent quality at the same time.

These little things make a huge difference and save money in the long run.

How To Speed Up A Website? 8 Best Tips You Need To Know About PageLoad Speed

1. Media content optimization

Consider multiple image formats for different browsers.

Different browsers render certain image formats better and faster. Make sure to feed proper formats and remember about some older browsers which do not support modern formats like WebP. For our WordPress projects, we use a custom-built plugin that automatically converts an image into several specified formats.

Use a responsive image approach.

This means that we display images of the proper size and quality on different screen resolutions. It’s one of the main website speed optimization techniques to increase pageload speed and improve conversion.

Optimise video and audio content.

Ideally, this content type should be avoided, but if it’s 100% necessary, use third-party services like YouTube or Vimeo; they optimize their videos for various devices and poor network connection.

Load graphics asynchronously as much as possible.

The content loads gradually when it becomes visible as we scroll down the page, and this is where lazy loading will help you. We use it for our projects and immediately see pageload speed improvements when it’s on. Besides, it’s a good idea to use preloaders that inform a user that there is some content and it’s being loaded.

2. Limit the use of plugins

This one is important, though not always doable. Google tends to lower website rank if there are too many plugins. A good workaround here is loading scripts asynchronously; it reduces the page loading time which is one of the key factors for Google ranking.

3. Minimise CSS and JavaScript, reduce the number of fonts

A big number of JS and CSS files, as well as their size, leads to more HTTP requests which slow down website performance. It’s recommended to merge JS and CSS into one file and minimize it.

If you enable an HTTP 2 protocol on the server, it will give you an essential advantage as it doesn’t limit the number of open sessions. We develop all WordPress websites using our own WordPress Starter Kit that allows optimizing CSS and JS most efficiently. There is also a great Autoptimize plugin for even better JS and CSS minification which you can try.

As for the fonts, guess what? Optimize them too!

Consider using services like Google Fonts that give you the files in the most optimized format via API. For example, if a user is using Chrome, they will be served a font in WOFF2 format; for Edge – in WOFF.

4. Add backend and frontend caching

In simple terms, caching is the process of saving the current version of a site on the server and feeding it until there are any changes made. There is no need to render a page all over again every time it’s requested; the number of requests to the server gets reduced, the speed grows. Nice!

You can optimize website speed both back-end and front-end-wise.

For the back-end, you can use W3 Total Cache or W3 Super Cache plugins or configure caching in general settings in case you use a VPS server.

Service Worker is an ideal tool for front-end caching. It will work great for websites of any size because caching is happening on the client’s side, in the browser. Service Worker is widely used for PWAs however be careful or you might cache the Service Worker itself, and the users will never see the updates on your website unless they turn Service Worker in the browser.

5. Use a Content Delivery Network (CDN)

CDN is a set of servers located in various parts of the world. They serve the content from the server that’s closest to the user, reducing the load and increasing website speed.

For instance, if your clients and users live far from each other, it makes sense to use CDN. Normally, hosting providers include it in their standard packages, so make sure to inquire about its price and availability before you publish your site on the web.

CDN may be quite expensive and easily cost a few hundreds of dollars monthly. Knowing this, you may want to reconsider your strategy and first implement the website performance optimization techniques that we described in the previous sections.

6. Choose an appropriate hosting plan

Keep in mind the load before you make a decision about hosting, otherwise, you risk too much or too little for a stalling server.

Certain hosting providers offer packages for WordPress with a pre-configured server that is already optimized for this CMS.

7. Enable Gzip compression

It’s an efficient method that improves server response by reducing file size and minimizing the number of HTTP requests.

Gzip compresses the files and sends them to the browser where they get unpacked and presented to the user. This method works well with all of the files on your website and you can enable it by adding a few lines of code using a Gzip utility.

8. Use fewer redirects

Redirects are the source of extra HTTP requests that impact your website performance. Ideally, you should completely avoid them, however, if you are redesigning your current website, you will have to configure redirects from old pages to new pages. This way you keep all existing pages indexed by Google and your users won’t get lost on 404 pages (which is always a disturbing experience, no matter how beautiful or funny they are).

How To Optimise Website Speed Wisely?

Before you start the development, identify the things that would potentially cause issues for pageload speed We recommend that you start your optimization with the first four recommendations from the list above:

  • optimise media content;
  • limit the use of plugins;
  • minimise the use of CSS and JavaScript, external fonts;
  • turn on backend and frontend caching.

They are likely to give you the highest speed gain and are especially efficient for portfolios, corporate websites, or online stores with a lot of images and third-party modules. Besides, they are easier and cheaper to implement than hard-core solutions like a super-fast server or CDN.

Not nice.

1. Support for multiple image formats and lazy loading

Google tends to lower the score if there are too many plugins (Google Tag Manager included), no support for multiple image formats, and no asynchronous image loading.

When we fixed those issues as much as possible, the result was way better. However, it wasn’t good enough yet.

2. Module audit and asynchronous script loading

We noticed that Google significantly reduced the score for using chats and various tracking or analytics services. Our Google Tag Manager had a few modules for analytics that fired almost on all pages although we didn’t use those services anymore. After a thorough Google Tag Manager audit, we removed all irrelevant tags and scripts, which added a few seconds of speed.

Since we need these things anyway, we decided to load a contact form processor, a module for article rating, and blog subscription only on those pages where they are 100% required.

3. Asynchronous and lazy loading of all images

When a user has scrolled down to a section with an image, that’s when we will load the content. While it’s loading, we make sure to show a loading spinner informing the user that a plain grey rectangle that they see actually contains something.

Graphic optimization added 30 points to our score, and we got 15 more after optimizing analytics and chat loading. As you can see, your site will work much faster with minimum adjustments like image optimization and fewer third-party scripts.

Even though the ideal Google PageLoad Speed score is 100, we understand that it’s almost impossible to achieve unless your website is a simple one-pager. We didn’t aim to make our website load in 1 second as we wanted to keep its unique look and feel. And yes, we do use a lot of images.

Today, our website loads in approximately 3-4 seconds which is quite good taking into account animations and a variety of unique style sections that allow creating more than 10-page templates.

You may have noticed that we only showed the mobile speed score in the screenshot above. Starting from March 2020, Google indexes all websites on a mobile-first basis, so we consider only mobile metrics.

Conclusion

A regular user would expect your website to load in under 3 seconds. If you can’t make your website work that fast, you risk losing many users and a great deal of revenue. We recommend following a simple and efficient approach that would lead to improving website performance:

  • Check and evaluate your website success factors taking into account parameters like conversion, visibility and usability.
  • Test the current speed of your website either with Pagespeed Insights or Pingdom and prioritise the pages and functionality that affects those three parameters most.
  • Start website optimization with changes that would bring immediate effect and focus on the pages that define your conversion success.

It’s highly important to plan the PageLoad optimization before development. Make sure to factor it into the project architecture and monitor that it’s followed throughout the development cycle, from start to finish. Otherwise, once the website is released, fixes and adjustments might take enormous time. But what’s more dangerous is that your search engine ranking can be lost and not restored after the optimization is done.

Scared? Don’t be. Whilst there are quite a few website optimization tips you can implement yourself, getting some help from those in the know will mean no stone is left unturned. Contact us today to find out how our developers can help.

Quick Course in On-Page SEO: Part Two of SEO Basics

on-page seo

It does not matter if you are a small association, a large company, or an authority: everyone benefits from being seen well on Google. In part 1 of our quick course in search engine optimization (SEO) basics, you learned technical optimization. This time we go through what is called onsite SEO (or on-page SEO), which is simply about your content and how that content is structured.

It may sound easy to produce good and relevant content, but there are many websites that do not have good texts, good images, or a good structure on the site to find the content. Common mistakes are to write too little content, just a sentence or two per product or page, or that the content has simply been copied from, for example, a supplier so that you have exactly the same content as lots of other websites out there.

Stay Close To Your Users When Creating Content

A basic tip when it comes to producing good content is to be close to Google when writing your texts but to be even closer to your visitors and customers – because they are the ones who will buy your products and services or take part in your content in another way.

In addition, over the years, Google has become better and better at understanding and distinguishing between text that is written only for search engines and text that is actually written for users and for them to have a good experience on your site. And that’s really just good news: Google and other search engines are becoming more and more common users, which means all you have to do is write really good texts that inform and engage your customers.

Content – Product Pages And Content Pages

When it comes to content on the web, you usually distinguish between product pages and content pages, where a product text – which is written for an individual product that is presented on your page – is usually much shorter than a content text, which can be about really anything relevant to your business and which can also float out and take up more space.

If you work with e-commerce, it is usually said that the product pages are the pages that are somehow created automatically when you add new products, while content pages are pages that you can create yourself.

Another common expression is body text. Bread and text. It really means all the text on a web page that is not headlines, captions, and such: simply all the food – the bread – on the page.

A common mistake that can be punished is that pages on your site completely lack body text – for example, product pages where there is only a line or two of the type “Red gloves of 100% wool in several sizes”, but nothing more, no inspiration about what you can use the product for and no reason why exactly 100% wool is a good material for gloves. For both Google and your users, the page then becomes very shallow, there is simply no depth that both explains and “sells in” product.

But how much content do you need to produce on a page in order to rank well on Google? The answer is that it depends on the market, that is, which country we are talking about and the smaller the market, the more you get away with. Right now.

But a good rule of thumb when it comes to text is 150-300 words for a product page and 500-1,500 for a content page. On the product side, you should have at least one image, preferably more, but on the content side, you should have at least two or three images.

Also remember to avoid so-called “duplicate content”, i.e. the same content is found in several places on your website (or on other websites on the web). Google and other search engines do not like it at all when the same content is in more than one place – they will try to determine which page is the right one and which should rank in the hit list.

If you then have duplicate content, there is a risk that Google will take a different page than the one you intended, and in the worst case, Google will take an external page where the same content is located (and you do not rank at all).

On-Page SEO And Your Site Structure

A basic thing to keep in mind is that the site structure shows what is most important on your site. To illustrate the site structure, you can think of your site as a pyramid – the higher up in the pyramid you go, the more important the content presented there.

At the top of the pyramid is your front page, i.e. what is on your domain name without additions (for example, butiken.se). The next level often includes a number of categories, then product groups can be the next level and finally all products.

The front page, or home page, is usually called level 1. The pages that are directly below the home page are called level 2. Then comes level 3 and level 4 if you have four levels of content on your site. Remember that it is good not to have too many levels. This will make it easier for both users and search engines to easily find the content.

With the help of so-called bread crumbs ( bread crumbs ) lets you since your users easily between levels: Home ⇒ Level 2 ⇒ Level 3 ⇒ Level 4. And it is important that it is really easy for users to navigate back and forth between different levels of your site, you never know where a user will enter your site or where he or she wants to go or will end his or her visit to the site.

In the same way, you can think about links: the higher up in the hierarchy, the higher up in the pyramid, the more important a link is. All links that go out from the front page are thus stronger and provide more link power than the links that go out from, for example, level 2 or level 3 on your site. And if you have a lot of links on a page, which is not recommended at all, the value of the links is also diluted. If you have a hundred links on a page, each link gets a value of one-hundredth of that page’s total link power.

A good start if you have the opportunity to influence the structure of your page is to draw your own pyramid: which pages on your site are most important and should be high up in the hierarchy? Which should be further down?

And how can you create good navigation for visitors and search engines to understand and find in the hierarchy you have chosen? Some things to keep in mind when going through your site structure are that:

  • Avoid having your front page completely full of categories and links, dare to choose what is most important and put your customers and visitors in the first place – they are the ones who will intuitively and easily find on your site or in your store.
  • Also keep in mind that all pages on your site must function as a front page. Many of your visitors come directly to a subpage via, for example, Google or a price comparison site and then your visitors must easily understand how they can also navigate upwards in the structure.

SEO And The Art Of Writing A Great Title

What should we call each individual page, that is, what title should we give each page? Writing a good title is considered to be one of the most important things you can do to succeed in On-Page SEO.

Why is it like that? There are actually two simple answers to that question: firstly – if each page on their site has a short and concise title, users and Google understand what they can expect on the page if they go there. For example, the title often appears on the tab of a new window in the browser. Second – the title you give to each individual page also becomes the text of the clickable link that Google displays in its hit list.

When you write a good title, you are not only clear to Google and your users, you also influence how you are presented with Google. So, how do you write a really good title?

To succeed, you must have a relevant and unique title on each page. The title should also be attractive and click-friendly – you not only want to be seen in Google’s hit list, but you also want visitors to click on your site.

Common mistakes that site owners make are that they use very general titles of the type “Website – company name” or use the same title on many pages and have very many words in the title, for example, “We sell trips to Greece, Italy, Spain, Portugal, Croatia – travel with us to the sun ”. Avoid these types of mistakes and make sure that all the titles on your site are unique and that they do not compete with each other, that is, all pages should be about a specific product or topic. Not about a number of products or topics.

In addition to the title being unique, it should be click-friendly, as the title will also be the clickable link at Google. As we said, the goal is not only to be seen well by Google, you also want visitors to click on so that you get more traffic and more sales (otherwise it will only be visibility at Google that can possibly build your brand, but which do not give any other measurable results).

What you want to eat, that is, visitors click on, is usually called CTR or click-through rate. That is, how many people click through divided by the number of impressions. The higher the CTR, the better.

So, to get a really good title – follow these three short tips:

  • Focus on a keyword, but feel free to use two inflections of it (or a word and a synonym).
  • Do not write more than 65 characters in total, otherwise the link can be broken at Google (and there will be a number of dots after the text “…” instead of all letters being included).
  • And finally, click-friendly. Think about the user – why should he or she want to click on your particular link?

On-Page SEO And A Good Meta Description

Enough about this with titles because there is another text element that is important and it is called meta description or meta description and it is a longer description of your page that is in the page code and which Google often places under the link in the hit list – it wants to say under your clickable link. The text has no limit, but aim to use 140-160 characters to avoid breaking the text.

Both the title and the meta description are usually easy to update in most publishing tools, so be sure to take advantage of these two opportunities to influence how you are presented on Google. That way, you can both be as relevant as possible but also increase the possibility of getting more traffic, i.e. more clicks, to your page.

Some things to keep in mind when writing meta descriptions for your pages:

  • Google “fats” the keyword in the hit list, so include at least two different inflections or synonyms of the keyword in your meta description.
  • Also give the visitor a reason and desire to click on here as well, for example through a call and a number of positive values.
  • And also keep in mind that even though Google usually picks up your meta description, they can sometimes choose to show another part of the text from your page in their hit list, which they think better represents the search result than the text you wrote yourself.

So, the better the meta description, the greater the chance that Google and other search engines will pick it up!

And if you write both a really good and unique title for each page on your website and also give each page a specific and selling meta description – which we highly recommend – then you have actually done everything you can to influence how you are represented in Google hit lists.

On-Page SEO And Good Headlines

However, we need to address another important element, which is certainly not visible at Google in their hit list, but which can affect your ranking positively and those are headlines. There can be a number of headings on a web page, but the most important – the main headline – is usually called H1, and it is the one you should focus on.

Because if you have good content on your page, a good title, a good meta description, and also a good headline – then you have done a really good SEO job, and then only a little offsite love and links are missing for your page to get a real boost in Google’s hit lists.

But what is a good headline? And why is it called H1?

H1 is called the main heading because it can then follow subheadings further down the page which in the page code are often marked with numbers in a straight sequence such as H2, H3, H4 where the H2 is the second most important heading.

But, start by focusing on the H1 on all your pages – it can affect both your ranking in Google and the clarity of your visitors when they enter your site. To get a really good H1 in place – follow these three tips : 

  • The main title should always contain the keyword you want to optimize the page for (and which is also included in the page title).
  • The main title should not be exactly the same as the page title. The H1 should be short – just the keyword may suffice.
  • The H1 should be the heading that is also most clearly visible on the page, preferably high up on the page and in a larger size than other text and other headings.

Even the H1 usually has a field for it in most publishing tools, so you do not have to go into the code and create any On-Page SEO magic there.

SEO And On-Page Images

The last thing we are going to talk about content is your images, which are very important to handle properly even if Google has a very hard time seeing and understanding images – what they “see” is just what we say the image represents thanks to the fact that we give the image a name and writes text around the image and often creates something called alt text that comes up if you drag the mouse over the image.

Despite this, images have become increasingly important for success in On-Page SEO, which is due to a number of different things, including the fact that Google perceives images as a natural part of a website and as an important component for the user as well.

They, therefore, do their best to interpret the images based on the context and the other information you give them. So it is good to have pictures on all pages, at least one per page, but preferably more if it is relevant and you have the opportunity to get several good pictures.

Google also shows images for certain organic hits, so we personally believe that good images will continuously increase in importance, and be an important investment in the future. However, there may be some reason for caution if you are working with many high-quality images, that is, with good resolution, as it may increase your loading times.

So while it is good for users with high-quality images that can be zoomed in well, it can negatively affect another part of the user experience – that is, how fast your page loads. However, there are good techniques for image compression today, but still, keep an eye on the loading time on your pages so it does not shoot up or become significantly longer than on your competitors’ pages.

How do you then concretely optimize your images? The most important thing is, just like with titles on the page, to be as clear and concrete as possible, so be sure to use the keyword you want to optimize the image and the page for in the image’s file name and the image’s alt text.

If you also have a caption or other text around or near the image, use the keyword there as well. In other words: name the image “dog and cat vacuum cleaner” for example if you sell vacuum cleaner nozzles to remove dog and cat hair – and completely avoid file names like “Image5678” or other brand names in the same style. It is really worth spending time on this, so be sure to rename all the images on your site so that the name matches the keyword as well as possible.

Then also select a good alt text. The alt text is an alternative text for, for example, the visually impaired who cannot see the image, but also for search engines who also cannot interpret what the image represents. The alt text is also displayed for those who, for example, turn off the display of images, so there are many reasons to work with their alternative texts.

You enter the image’s file name and alt text in connection with the image being added to the page for the first time, but in many publishing tools, it is possible to subsequently change or add both the image’s name and the image’s alt text.

Semantics in SEO: What is Lexical Field in SEO?

lexical field

You are here because you are looking for “what is a lexical field” or “what does a lexical field mean?”. The lexical field designates a group of words which are most often key expressions referring to an identical theme. In other words, these are several words that are part of the same family. Even if having extended lexical fields offers the possibility of widening the vocabulary used so as not to fall into the repetition of the same word by substituting it with other terms in a given text, it is not a question of making choices. style, or the meaning of words. Rather, it is a question of grouping several words in order to express the same idea or even the same theme. These terms cannot always express the same thing directly, as they can be either synonyms or antonyms. However, they must absolutely refer to the same theme.

Establishing a lexical field consists of carrying out a lexical classification. If we take for example the lexical field of the expression “lexical field”, we could have: lexicology, semantics, lexical, words, lexical fields, or even lexicon. We can see in this example that all these terms belong to the same lexical field. Of course, it should be noted that a given word can belong to many lexical fields and a good number of word families. With the definition and explanation of the established concept, we now turn to the place of the lexical field among web writers and editors for sites who want better positioning for their web page.

Create A Lexical Field For A Website

In this part, it is firstly a question of understanding and knowing the way in which the different search engines like Google work. Secondly, it will be a question of knowing what techniques to follow to create your lexical field.

Search Engines

When it comes to search engines and how they work, you should know that they are bots devoid of emotions, let alone analytical skills. These are computers that assimilate all the words that Internet users enter in the search bars. These computers regularly search for pages on the Internet and the various words that have been written there. Google then classifies these pages.

Thus, once an Internet user enters a keyword, they will extract from their database the various pages that they consider interesting to display them to visitors in a well-defined order of relevance. If a page on your website contains exactly what the user is looking for, chances are you will rank better in Google’s display results. It is important to note that the search engine writes in bold all the keywords identified within the pages it will display.

This is when everything happens and the magic takes effect! A lexical field is the pillar on which the work of natural referencing is based. In the absence of this lexical field, it is impossible to be visible and to have content that is relevant and precise while corresponding to a specific expectation of the various Internet users.

Techniques For Creating The Lexical Field

Regarding the creation of your lexical field, it is important to start by specifying the positioning of your company. In other words, the words that make up your offer, your situation in relation to the various competitors, your staff, and your various products.

It’s a good idea to put together a list of terms and phrases that come to mind. Do not hesitate to do this work as a team if you can, this fosters optimal creativity and imagination. You don’t need to just stay focused in your area of ​​work, you also need to step out of your comfort zone to find words. Another approach is to put yourself in your competitors’ shoes to imagine the terms they may use. In this case, record everything without any limit, then you may end up with a range of 300-500 keywords, which is quite normal.

So, when re-reading these terms, you might choose words that you identify with. These words should constitute the basic elements in your lexical field, which you will then classify into different categories. With your vast and rich lexical field thus defined, the objective will now be to make a reduction so that the words can correspond to the way in which the visitors express themselves. Then, destroy from the list all that is like technical expressions, which refer to the jargon of the trade, and transform them into everyday language so that the customer can understand them. This will lead you to eliminate between 50% and 70% of the words that have been written.

In addition, you will have to rewrite these terms in the style of your customers. If necessary, check with your salespeople, because they will naturally direct you to good expressions. This is a very important step because the more details there are in your work, the more chances it has to be exploited on the Internet. Finally, all you have to do is classify these words according to the order of relevance. The best way is to find a very precise word that is most often requested by Internet users.

This is why Google has put together a simple tool called Google Planner, which gives you information on the recurrence of solicitation of each of the keywords over a monthly period. Personally, I use a more powerful free tool. SEO-hero.tech is a very powerful working tool that makes proposals on several selection criteria and groupings of keywords. At this level, the goal is not to take the first one just because several people have chosen it. You must focus on the lexical field that you have developed because it is this which defines you and offers you the possibility of being recognized as an expert.

Finally, the list of all your keywords is now recognized. In principle, a maximum of 30 to 40 expressions and terms precisely constitute your structure. You will need to use it inside the articles of your website so that they can be recognized and displayed by Google during visitor searches.

The Importance Of The Lexical Field In Digital Writing

Web editors must focus on the riches and all the possibilities offered by a lexical field. As far as the lexical field is concerned, it is essential never to focus on a single term, but on all the terms that have a relationship with the topic being treated. As a result, the real quintessence for an article is due to the varied nature of its vocabulary and the use of a fairly extensive semantic field.

Thus, the Google database will be able to carry out an analysis of this field. However, for writers who do not have a rich and diversified vocabulary, the option would be to search dictionaries for synonyms, for a better impregnation of the vocabulary corresponding to the treated subject. In addition, these different expressions of the lexical field, therefore, make up this whole universe linked to the theme and the important keywords. All this contributes to the enrichment of the written article.

The keyword system is the central element of natural referencing. In other words, everything that aims to optimize natural referencing is based on the system of keywords. Thus, the technical approach will consist of using, for example, the key terms within the URLs and the site tags. The optimized written articles will have strategic key phrases, objectively within each of the pages or product sheets.

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