In part 1 of my Basic Elements And Strategies Of A Successful Search Engine Optimization Campaign post, I covered the first four of the most important basic elements and strategies of a successful search engine optimization campaign: Keyword Research, Keyword Match, Metadata Page Title Creation and Implementation, and Metadata Metadescription Creation and Implementation.
In part 2 of my Successful Search Engine Optimization Campaign Basic Elements And Strategies post, I covered the following elements of a successful search engine optimization campaign: Missing Metadata Page Titles, Duplicate Metadata Page Titles, <h1> Tag Usage, Matching <h1> Tags And Metadata Page Titles, Missing <h1> Tags, Multiple <h1> Tags, and Missing Metadata Metadescriptions.
In this post, I will cover more of the elements and procedures of the Basic Elements And Strategies Of A Successful Search Engine Optimization Campaign.
Duplicate metadescriptions can confuse a search engine and possibly your page’s ranking results. While the metadescription is most important for searches when viewing your search snippet result, duplicating the same metadescription across multiple pages can cause the search engine’s algorithm to properly evaluate each individual page for the intent of the page. This confusion may cause the search engine’s algorithm to not properly evaluate and rank your page.
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Don’t be lazy. Create unique metadescriptions for each of your pages!
The use of the canonical tag, while only a signal to the search engines, is pretty much required in today’s search engine optimization campaign environment.
A proper canonical tag should look like this in your .html source code:
<link rel=”canonical” href=”https://www.mysite.com/this-content” />
Make sure that you have your canonical references in place!
Content review generally consists of two types: new content for an existing site or new site build or review of existing content on an existing site to bring the content in line with existing known specifications for ranking factors.
New content is simply that, new content for an existing site or a new site build. First, identify your keyword(s) set(s) that you want to focus on. Select a topic that you want to create content for and that will provide appropriate usage of your keyword(s) set(s). Nothing out of place. You certainly do not want to create content for red widgets when you have decided that your keyword is for green thingamajigs.
It is hard to imagine in today’s savvy search engine optimization world that you would want to create content for one topic and then stuff unrelated keywords into that content, but this used to be the practice many years ago. Just get the keyword stuffed into the content no matter what that content is about. This does not work anymore with today’s sophisticated search engine algorithms.
Then there is existing content. A review of existing content also starts with identifying the appropriate keyword(s) set(s) that would fit the content already existing on the page.I typically start with the ‘low hanging fruit’. These are pages that already have a page two or beyond result in the search engine results pages (SERPs) and have value based upon the average search volume per month. These types of pages provide a great platform for quick success for a search engine optimization campaign.
Review this content for the keyword(s) set(s) that have value. Is your page title properly set in that it contains your focus keyword(s) set(s)? Same with your h1 tag. Does it contain your chosen keyword(s) set(s). Ditto for your metadescription. Does your chosen keyword(s) set(s) even appear on the page?
Once all of this is sorted out with your existing content and implemented, you should see a good improvement in the page’s ranking result. You may even want to tag the keyword(s) set(s) for the existing content with the date that the implementation was made and/or create an annotation in your Google Analytics account that marks the date of the implement. Using both methods allows you to monitor improvements in your keyword ranking results and visitor metrics improvements for the page as seen in your Google Analytics account. These date tags can also be valuable when reviewing your Google Search Console account data.
The prime advantage of pursuing the ‘low hanging fruit’ strategy is that you can provide demonstrable success to your search engine optimization campaign client in a short term environment and prove that your search engine optimization campaign strategies are sound.
So, get in there and review that existing content! You have got nothing to lose and everything to gain!
In my next post, part 4 in this series of Basic Elements And Strategies Of A Successful Search Engine Optimization Campaign, I will cover the following:
- Internal Link Building
- Image Alt Attributes
- Broken Internal Links
- Broken Outbound External Links
- Broken Inbound External Links
- .xml Sitemap
- Nofollow Attributes On Internal Links
- txt file
- Page Speed
- Reputation Management
Authorship: Mark G.