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0. How to optimize content?


As you create content, you should optimize that content for search engines so that your pages are indexed, rank well, and are easy for your prospects to find. There are two major concepts around Search Engine Optimization (SEO):
seo ranking pie chart
 

On-Page Search Engine Optimization

On-Page SEO helps Google and the other search engines know what each page of your website is about. This way, they’ll know what keywords to index your pages for. 

It's a massive factor is when the search engines crawl your site. This is where SEO powersuite comes in. The software basically compares your site with the top 10 sites for your target keyword, it then tells you EXACTLY what to do to your site to put in on the same level as your competitors, and it does this very well down to the finest details. It tells you what your headings should say, what areas need to be in bold, your keyword density (If your content includes your keyword too many times, or not enough, Google will penalize you for it), It pretty much tells you everything that you need to do on your site. If you don't use it then you are at a real disadvantage because thousands of sites across the world use SEO software to boost their rankings. 

Here are the steps you should follow for each website page on your site to help each page get found by your prospects.

Step #1: Choose a primary keyword for this page. Start by selecting a few keywords that are relevant to the content of this page. Then use Keyword Grader to determine which long-tail keyword variations to target based on a balance between low difficulty and high monthly search volume. Don’t be afraid of keywords with a lower monthly search volume, especially when you’re first starting out. Choose one of these keywords to be your primary keyword for this page.

describe the image   Learn how to use Keyword Grader to find your keywords >

Step #2: Optimize the top SEO elements.  Your SEO efforts will be most effective if you consistently place the primary keyword you’ve chosen for this page in each of the following SEO elements:
  • Page Title - Include the primary keyword at the beginning of the page title, and separate each keyword phrase with pipes (|). *Note: the page title character limit is 70 characters.
  • Page URL - Include the primary keyword in the page URL, and separate each word in the keyword phrase using dashes. e.g. www.example.com/best-vermont-ski-resorts
  • Header (H1) Tag – Create one H1 tag at the top of the page that incorporates the primary target keyword. You can add other words to the H1 tag to make it sound more natural.
  • Image ALT Text - Optimize the most prominent image on this page using ALT text so that search engines can “read” the image. The ALT text should be the primary keyword.

Step #3: Optimize the meta data. Meta data are the elements invisible to your site visitors, but visible on the search engines.
  • Meta description – Include the primary keyword in the meta description and provide a compelling reason for why someone should visit the page. *Note: the meta description character limit is 150 characters.
  • Meta keywords - Add 3-5 meta keywords to the page that are variations of your target keyword. Don’t spend too much time on this; Google and Bing no longer use meta keywords in their search algorithm, but some smaller search engines still do.
Step #4: Incorporate keyword into page content. Use your primary keyword a few times throughout the page’s content. Don’t over think keyword density or placement; mention them naturally. Try to bold the keyword at least once.

Step #5: Create internal links. If you mention the primary keyword of this page on a second page within your site, link that keyword on the second page to this page. For example, you should link to a page about inbound marketing software using the anchor text “inbound marketing software” on another website page.

describe the image   Learn how to optimize each of your HubSpot-hosted website pages >

Off-Page Search Engine Optimization

The number of inbound links to your site is the single most important factor search engines use to determine the importance and rank of your site. "Link building" is the process of building links back to your website,especially from high PR sites and sites in the same niche as you are. This helps your site build the authority it needs to rise in the search engine rankings; the more links you have from other sites, the higher you’ll be able to climb on Google and other search engines.

Creating high-quality content is the best thing you can do to convince other website to link to you. But there are also steps you can take to proactively build external links leading back to your website.

Step #1: Target sites linking to your competitors. If a website has linked to your competitors, they’re likely to find your site relevant to link to as well. There are programs that will show you who is linking to your competitors’ websites. Review these linking websites and make a list of sites you’d like to target for links back to your own website. You can do this easily with HubSpot’s Link Grader,  Learn how >

Step #2: Submit your site to relevant directories. Do a search on Google for [industry phrase or keyword] + "submit site". This often yields results that lead right to the submission page for directories in your industry segment. Be careful not submit your site to any directories that appear spammy. Click here to see >

Step #3: Add your site to local search. If you have a product/service targeting specific geographic regions, list yourself on Google Places and Google Maps. Learn how >

Step #4: Ask your contacts for a link. Create a list of partners, vendors, customers, professional organizations, employees, friends, or other people in your network who might be able to link to your site. Then ask them for the link, and try to get your target keywords in the link text.

Step #5: Use advanced link building strategies. There are many more creative ideas you can try to generate inbound links, including guests blogging and running a contest. Learn 10 things you can do to build more inbound links >

Step #6: Pay someone to do an advanced link building strategies. There are thousands of people offering there time to create backlinks to your site, however you have to be extremely careful because with just few bad links, Google will penalise your site and lower your rakings. Even if you get great back links, but you get them to quick or too many at once, Google will become suspicious and again, this will prevent you from getting top rankings.