Content Optimization for Search Engines

11 Oct

When writing a text to improve a webpage´s online visibility it is important to keep in mind both search engines and our target user. As a side note, it is important to mention that in the post preceding this one, you will find recommendations on how to make your base content more attractive to users – see “web content” for details.

Nowadays, in order to strengthen our content using SEO optimization, we focus on making the lives of search engines a lot easier, helping them to index and position content on their services. In order to do this you must firstly carry out an analysis of possible keywords to use in each separate page of the website. Following this analysis, we will arrange and restructure the text correctly, dividing each area into a specific element:

Title Tag: The most important part of any text
The title of a text is one of the most important elements when it comes to SEO as often, this will be the first and only thing the user sees, for example in RSS feeds, favourite menus etc. In order to create a good title it is recommended to use the keyword that best represents the webpage in question placing the elements offering more information to the left and being sure to keep it within 65 characters. Remember: Search engines do not capture irony or catchy titles.

META-description: A small summary of the text
This small description of the content on the webpage should be directed towards action; encouraging users to click on our page (mention benefits, interesting offers etc.). It is also useful to include one of two keywords in the META description as long as it does not go over the permitted 150 characters (approximately).

Content: Relevant, Structured and Original
This is the main content of the text and should be written focused on the webpage and its users and not solely on keywords. For this reason, it is not a good idea to abuse keyword density. An ideal density would be between around 1.5% and 3% as long as the presence of keywords appears in the most natural way possible. When arranging and structuring the content, we use the header tags h1, h2 and so on with h1 being the title of the content and a unique heading, followed by h2 and so on as subheadings throughout the page, offering the user a clear structure and concise visual to users. Remember!

The content must be original, meaning, do not copy any text from other web pages. You can take ideas and concepts from other sources when researching but never copy them. To make sure that content has not been copied; there is a range of tools available online to help us. We advise the following:

When placing links in the text it is recommended to insert them as high as possible in the text, but don´t obsess over this point, the main thing is to make sure that the link is highly related to both the subject of the page it is on and the page to which the user will be redirected.

Images: These must also be optimized
In order to optimize images as far as SEO is concerned; the filename is the most valuable element in which we must use a word or key phrase that effectively represents the image. We must also spend a few moments on the text in the ALT and title tags. The target audience of ALT tags in images is those with visual problems who cannot necessarily see the full image, in which case this text will represent what the image is showing with a keyword or phrase.

This tag is more important than the title of the image and therefore is important that it makes sense. The title tag appears when the user passes the cursor over the image. More on a usability level, but still worth mentioning in this post is the graphical format of images in posts. The main formats are JPEG and GIF compressing images and reducing their file size so that the page loads faster.

Content Management System
Finally, for those needing to implement a content management system to keep their web page up to date, by following this link you will find the SEO requirements that all CMSs must meet. We hope that this post has helped to uncover just some of the link building possibilities in your web content in order to increase traffic and position rankings.


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