If you make a website from scratch, you need to take a few SEO related things into account. It’s incredibly important to do this right from the start, as that will prevent a vast number of future headaches. Things like speed optimization and the right use of heading tags help to improve your website for both your visitors and Google. Just be aware of what you are doing, add focus and you’ll be fine. The greatest challenge begins when you start adding content to your website.
In this article, we’ll go over a number of steps everyone who makes a website should take when optimizing content.
Filling the website with content
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. But first and foremost, SEO is Seriously Effortful Optimization. A continuous process, and something you, as a website owner, should make a strategy for. If you make a website, be prepared to write valuable content about the topic/purpose of your website. And that process starts with a bit of research.
Speaking from experience, I have often seen product manufacturers describe a product from their point of view. Let me give you an example: Yoast SEO Premium plugin has an internal linking feature, which analyzes what posts on your website best match the content you are writing in your new post. You can copy that link from the WordPress sidebar and paste it into your post, to optimize your site structure. How awesome is that? Well, it might not sound so awesome to the user. They’re probably wondering what exactly they’re gaining with this feature. From a developer point of view, the description matches the feature. But for the user, the description should be:
Our internal linking tool allows you to create valuable links to all pages of your website, which will help these pages to rank in Google.
And even that might be a bit technical. In your keyword research you should focus on customer lingo first: how do people call your product? Find the right keywords and start writing. Want to learn more about keyword research? Use Google Keywords Planner Tool for more insights.
Setting up the menu and site structure:
Don’t underestimate the importance of a good structure. It’s the foundation of you visible site. If you set up a proper site structure right when you start a website, you’ll make optimizing your content so much easier.
Your users need the structure to navigate through your site, to click from one page to the other. And Google uses the structure of your site in order to determine what content is important and what content is less important.
Good site structure will also help highlight the most important pages for your users. Include these pages in your (main, sub or footer) menu.
One page per topic
Keyword research is done, the structure is set up, so now we can start writing. And we’ll create one page per topic. Need more pages to elaborate on a topic? Then feel free to do so, but use a new, long tail keyword for every new page.
Using one focus keyword per page, you force yourself to make a hierarchy in your collection of keywords, something you already started when doing your keyword research.
Using the focus keyword, creating a great title for your page is easy. Google still values that title highly, so put some effort in improving it. We usually use the title as the main article heading (or the H1 we mentioned in part 1 of this post). Besides that, it’s used as the most important part of the actual
<title> tag, the tag that also defines your title in Google’s search result pages. This tag is not only visible when someone shares your post on Facebook or Twitter, it’s also used when someone bookmarks your site.
How about meta descriptions?
I felt the need to at least mention meta descriptions here. Most SEO plugins, plans or whatever, mention meta descriptions as a must-do. I agree to a certain level. If you can write a nice, optimized ‘invitation’ to your website, you should most definitely add a meta description to your product pages. Usually, there is so much unrelated content on a product page (dimensions, manufacturer info, terms of service, etc.) that there’s always a risk that Google creates a meta description for that product page that doesn’t give the right information. So it makes sense to serve your own.
On regular pages and posts, Google will most probably grab a piece of related content, including the keyword used in the search query. That makes a lot of sense for news sites, for example. Still, I recommend adding a meta description to all your important pages. Facebook will use it as a description as well. And usually, when you are setting up a page on your website, it’s not that much work to add it, right?
Go make a website!
So, with this second part about content optimization, we have covered the very basics of SEO related things you should take into account when you make a website. I am sure you can come up with more insights, more tools or any other help for people that want to create a new website. Please feel free to add these in the comment section below this post, our readers (and I) will appreciate that!