A set of visual resources to get you grounded quickly in the core concepts of search engine optimization (SEO), with a particular focus on what your web page needs.
The Top 4 Ranking Factors
- your copy (including headlines and anchor text),
- images and
- anything else on the page for readers, including how this content is organized.
- Links Into Your Site (Backlinks)
- Mobile First User Experience
- Other Technical SEO Factors
The Content Your Web Page Needs
This aspect of attempting to rank in search engines is entirely in your control. Make good use of it.
- Copy – around 500 words; Google needs enough content to figure out what the page is about. Longer content typically performs better in search engines. Be guided by what you want to achieve with each specific page for each customer persona; make your readers glad they found you.
- Images – ideally 3 with meta data (not keyword stuffing) so search engines which are “visually impaired” can ‘read’ your images. (You are also making the internet a more-friendly place for visually impaired humans.)
- Links – what will your reader want to do next; how can you address their information needs? Provide clear sign posts, links, of where to go next. This includes specific ‘Calls To Action’ (CTAs), such as downloading a white paper or linking to a related case study. Any links to external sites should be set to open in a new tab.
- Information Architecture – organize the three elements above into a good page layout; an easy to comprehend hierarchy and clear sections. Many readers scan first to see if they page delivers the information they seek.
The Content Your Website Needs
Overtime the content on your website starts to have themes. More pages on ‘customer journey mapping‘ means your site starts to look like a ‘customer journey mapping site.
The Periodic Table of SEO Success Factors
Developed by SearchEngineLand Used With Permission
More On-Page SEO Resources
- On-Page Content Checklist from Orbit Media
- Crystal Clear Advice on Making Images ‘Readable’ by Daniel Göransson
- Core SEO Best Practices by IDG
- A Longer Look At Web Page Copy By Conversion XL and by SnapAgency
- Research on Website Reading -> In short; buyers read more
Get assistance with website content marketing:
There’s more from SEO experts on what they see as critical factors, not just for a web page but for your entire site, in Moz’s bi-annual research the report on search ranking factors and from Search Engine Journal