You have a website. You want to be found by exactly the people who are looking for what you have to offer.
How do you do that? You start by writing a great quantity of quality, SEO optimised content.
It is how you consistently let the search engine spiders know, as they index your site, what your web page is about. While it is only one factor in the search engine optimization process, and depends on the quality of your keyword research and selection, without it, the search engines cannot determine whether your page is relevant to their searchers’ request.
There are two components to writing quality SEO optimised content. One is what you tell the search engines, the other is what you tell your visitors.
The meta information is for the search engines. Your keyword focused content is for your visitors.
There are some simple rules to follow, but your first aim is to provide excellent content for your visitors, so make it natural, keep it in your own voice and don’t ‘stuff’ your content with keywords. The search engines will penalise you for it.
First, here are a few definitions which will help you to understand and apply these basic rules.
Anchor text: The clickable words that link you to another page on the web. They hide the actual hyperlink, which is the web address for the page that is being linked to.
Latent semantic keywords: Keywords that are similar in meaning to your primary keyword (synonyms). For example, if your primary keyword is fashion styles, then you might use additional words such as clothing, couture and flair. This will also help the search engines distinguish fashion as clothing, as opposed to fashion (construct, build).
If you are doing ongoing keyword research around your niche, you will pick up a library of latent semantic keywords as you go.
Custom Title Tag or Meta title: The title, shown as the blue link, in the search engine results page (SERP), confined to no more than 70 characters. Consider this as the killer headline for your page.
Meta Description: The description of the page below the meta title in the search engine results page. Regard this as equivalent to the advertising copy for your page. This can be no longer than 150 characters, which for those of you used to Twitter will not be a challenge!
The 10 basic rules for writing SEO optimised content
1. Use your selected keyword for your page in the page address (ie: www.yousitename.com/yourselectedkeyword)
2. Use it once in the headline (referred to as the H1 tag). Ideally, your headline should be the same as your Custom Title (meta title).
3. Use it once in the opening paragraph, which ideally should be the same as your meta description
4. If it is appropriate, use it in a sub head or italicised somewhere in the text
5. Use it in the call to action at the bottom of the post
6. Use it in any image name, and in the image alternative tags
7. Use it as anchor text to link to another page on your website (ie. You can find more information, about your ‘selected keyword’, here).
8. Use latent semantic keywords in your content and, if possible, in your meta description. Make sure the context flows naturally and does not make your content sound contrived.
9. Don’t overuse keywords. The current thinking is that they should not constitute more than 3 or 4% of a longish article (750) words
10. Always link once in your text to your home page.
OPTIMISED SEO CONTENT TEMPLATE
As in many things, it is useful to employ a discipline when posting regular content to your website. If you copy and paste the template below into a simple text document, you can key in your content directly into it, to ensure you stick by the rules.
Keyword/s: Write the keyword you have researched for your page or post here.
Latent semantic keywords: Write the words or phrases that more clearly describe what your keyword is about, or are synonyms, here.
Page address or Permalink: www.yousitename.com/yourselectedkeyword
Custom title tag/meta title: Write up to 70 characters here. This is the killer headline in the search engine results page (blue) and MUST CONTAIN THE KEYWORD
Meta description: Write up to 150 characters. This is the advertisement for your page and MUST CONTAIN THE KEYWORD and, if possible, a latent semantic keyword. It is always a good idea to include a call to action, if you can. (Call, click here, for more information etc)
Headline: Write your killer headline here. MUST CONTAIN KEYWORD (If possible it should mirror the custom title tag, but not compulsory)
Opening paragraph: MUST CONTAIN KEYWORD (If possible mirrors the meta description)
The body of the text: Write the copy here. It should contain the primary keyword at least once, depends on the length, and latent semantic keywords in a way that is natural and makes sense.
Sub headline: If you can include a sub headline using your keyword.
Call to action: If possible, write a closing paragraph as a call to action and include your keyword as an anchor text hyperlink.
Link to index page (home page): Include a link to your home page within the text.