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1.9. How to optimize the site / SEO on page?

The title tag is what the user will see at the top of the browser window, as well as in the search results as the linked title to the Web page. Title tags help search engines determine the web page's relevancy for certain keyword phrases. A meta tag is an HTML tag that provides information about Web page's content. There are conflicting opinions about the role of meta-tags in arriving at the ranking of a website. But we will do it anyhow

  • Create Title-tags for every webpage
  • Meta-tags - creation of description tags (for every webpage), noodp tag (if required depending on DMOZ entry),  robots tag
  • H1, H2, H3 optimization including text decoration (<strong>, etc)
  • Optimization of title and alt attributes

HTML code optimization

HTML is the language of the web and search engines rank website based on the way HTML is written for your website. We do both on-page and off-page optimization to clean your HTML code.

1. Understand How Website Optimization Works

Google and other search engines look at specific elements of your website pages to determine what that page is all about. Your job is to tell them by incorporating your target long-tail keyword into each of these elements. Remember; don't tell Google that a page is about a general, difficult keyword. Tell them each page is about a long-tail, easy to rank for keyword.

2. Find a page to optimize

Next, you should focus on one page at a time. If you've already completed the on-page SEO worksheet (click here to download now) and know which keyword you want to focus on, you can search for a page that already includes this keyword, so you can optimize it further.

3. Choose Primary and Secondary Target Keywords for Each Page

Read the page’s content and identify two (2) or three (3) keywords that are most relevant to the overall page topic. Then use a keyword grader tool to determine which long-tail keyword variations to target based on a balance between high monthly search volume and low difficulty. Don’t be afraid of lower monthly search volumes though, especially when you’re first starting out. The key is targeting keywords that have little competition, yet as high a search volume as possible.

Choose one (1) primary target keyword based on the primary focus of the page, and two (2) supporting secondary keywords per page. If you can’t identify one primary keyword for a page, then you’ll need to create new website pages to separate the concepts. For example, if you have one page that talks about both Twitter and Facebook, then take out the Facebook content and create a new page just about Facebook.

4. Review the errors for one of your website pages

If the page has serious errors, such as missing a meta description or your page title being too long, review the errors further.
If there are errors you do not want to fix, such as adding an ALT tag to each and every image on a website page, just leave it.

5. Make the changes

It's easy to make changes, if you know what to change. When you're on the website page you want to optimize, edit Page Properties such as:

    •    Page Title
    •    Meta Description
    •    Meta Keywords
    •    URL
Then edit each page property. This is a resume of what and how to change properties:

User-added image

H1 elements, images, and internal links are elements of the content that would need to be updated in the content modules.

6. Optimize the Page Title

The page title appears as the blue, bolded, underlined text on a Google search results page, as well as on the top of a user’s browser bar. The page title should follow these guidelines:
  • Be under 70 characters with no more than 3 long-tail keywords per page title
  • The primary target keyword should appear first
  • Each keyword phrase should be separated by pipes (|)
  • Each page title on your website should be unique
  • Except for your homepage, each page title does NOT need to incorporate your company name

7. Optimize the Page URL

The website page’s URL should include the primary target keyword. Use as few levels as possible. Each word in the URL should be separated using dashes (-).   e.g. www.examplesite.com/inbound-marketing-software

8. Optimize the Meta Description

The meta description appears on a Google search results page under the Page Title. The meta description should follow these guidelines:
  • Be under 150 characters (but not under 100 characters; take advantage of the space you have)
  • Incorporate the primary target keyword and at least one secondary keyword
  • Provide a valuable, compelling reason for why someone should visit the page
  • Include keywords in a conversational format; don’t just cram in keywords for the sake of listing them

9. Optimize the Meta Keywords

They aren’t part of Google’s or Bing’s search algorithm, so they aren’t as important as steps 1-6. However, still add three (3) to five (5) meta keywords to the page that are related to the page title and content.  Smaller search engines still might use them in their algorithm.

10. Optimize Heading Tags

The page should have one H1 heading tag that incorporates the primary target keyword, and should align with the page title. This H1 tag should live near the top of the page. In addition to an H1 tag, the page should include a couple of H2 headings underneath the H1 tag that incorporate the secondary target keywords.

On your webpage, the H1 heading tag will be the large bolded font above your primary content module. Modify this header to include your target primary keyword for this page.
06 h1 header

11. Optimize Page Content

Use your primary target keyword a few times throughout the page’s content. Don’t overthink keyword density or placement; mention them naturally. Try to bold or underline the keyword at least once.  This has an effect on how relevant the keyword is to the page. Also mention the secondary keywords when you can.

12. Create Internal Links

If you mention the primary target keyword of this page on other pages within your site, link to this page using the primary target keyword as the anchor text. For example, you should link to a page about inbound marketing software using the anchor text “inbound marketing software.” To make sure this is completed, take a moment to create one (1) or two (2) links on related pages linking back to the page you’re working on.

To create a link from one page on your website to another page, highlight the anchor text you'd like to use and then click on the link icon in the toolbar.

Select the website page on which you're targeting the keyword being used as anchor text or paste the URL into the text field as External Links.

13. Optimize Your Images

Any images used on the page should be optimized so that search engines can “read” the image.  Optimize the most prominent image on the page using the primary target keyword, and then use the primary and secondary keywords for any other images. Images can be optimized in two ways:
  • File name: Each word should be separated with dashes (-), e.g. inbound-marketing-software.jpg
  • ALT text: The alt text should match the file name, without dashes, e.g. Inbound Marketing Software
To optimize your image file name, find the image on your hard drive and modify the file name. Then re-upload the image to your website. If you are unable to change the image file name or it’s a very time consuming process, then only change the most prominent image’s alt text using the primary target keyword.

In Hubspot to optimize an image's alt text: 
-edit the module that image lives in, 
-click on that image,
-click on the image "tree" icon in the toolbar.

a2 image

Then modify the alt text to include the primary target keyword.
07 insert images

If you want to use Hubspot as yuor SEO site, there are 3 more steps to optimize your site.

14. Track Your Progress with Page Grader

You can track your optimization progress using the Page Grader Tool. Page Grader is located under Optimize > Page Grader.

In Page Grader, you'll see a table showing all of your website pages and how well each of them is optimized. Here are what each of the symbols in the table mean:
10 page grader symbol legend

Click the Refresh symbol next to the page that you just updated. Then click on the page link within the table to see more details.
11 page grader table

15. View Page Grader Recommendations

Page Grader shows you all the elements of your page that are related to SEO. Use it to double check whether you've gotten your keyword in all the key places on that page - if you haven't head back to the Page Properties or the page itself and add it in.

12 page grader on page seo

16. Double Check Your Internal Links

Scroll way down the page to the Internal Links section. Here, you can check all of your internal links to make sure that the anchor text you're using to link to this page incorporates your target long-tail keyword for this page. If it doesn't, then click on that page, find the link, and fix that link. Optimize links like "About Us" to incorporate your company name, i.e. "About HubSpot." And make sure none of your anchor text reads "Click Here" or "Learn More"; instead, they could read "Click for inbound marketing eBooks" or "Learn about inbound marketing."

13 page grader internal links

And that's it!  Now you're ready to optimize more pages on your site for easy-to-rank-for keywords. 

A little but fundamental tip for every webpage of every website: a single page should communicate a simple and clear message! Here's an example with a Mondosol website page.
One page, one message
One page, one message