Keywords, Text Content and WebPages

What Matters For Rankings?

Let us first clarify that search engines (SEs) do not really rank sites… SEs rank a list of webpages that they think are the most relevant for a particular query that a web user types.
So, it all depends on two points:

1. what keywords exactly a person entered in the SE search field,
2. your competition; how many pages have been indexed (and optimised or not) for that exact search.

Secondly, you now understand that when you create and publish a webpage, it can only be used (to an SE point of view) to focus on a particularly search. It is impossible to try to rank well, for different (keywords) searches, with the same webpage. So, in order to cover more topics, more keywords and to rank for more queries, you will have to publish additional content and to optimise separate webpages.

Finally, when evaluating your webpages (compared to your competition), a search engine measures :

• Your On-Page SEO: what they read when they scan your page.
• Your Off-Page SEO: such as your brand reputation, amount of links pointing to your page(s), social media signals, etc.

On-Page Factors, What’s the Most Important?

We are often asked that question, and… there is no such thing.

Think about what you remember in ref to your best whole meal experience. Your choice is influenced by many different things : the starter, the mains, the dessert, the drinks, the presentation, the atmosphere around you, how quickly you were served, the price, and more… Yes? The same thing happens when optimising a webpage: of course there are parts that have more “weight” than others, but you cannot really neglect the other parts. In other words, we need to be consistent everywhere on the webpage, and instead of repeating the (same) keywords in the same part of the page, we want to use those keywords with parsimony, but in absolutely all the parts of your webpage.

What are the Best Keywords?

Guess what: you have the answer! Yes, we can do a (keywords) market research for you and find out which words are best for traffic increase but we won’t recommend them if those are not exactly what you sell, what you do… Because what you want (with your webpages) is to focus on your products, your services, your offers, etc. so that you rank for your brand name and for keywords that matters for your business. Why? Because the rank number (on a SE result page) is less important than the amount of clicks that you get from the SE page, than your web users retention rate, than your effectiveness in turning those new visitors into new customers. You want the search engines to think that web users will have a good experience after landing on your webpage(s).

What do we Optimise?

The Things You See

Your page web address (URL), main header and sub-headers, text content, internal links, text that shows when you hover with the mouse (anchor text links and image title attributes), images selection and description text.

Things You See Less Easily

Your page load speed and responsiveness on mobile devices, and SSL certificate.

Things You Do Not See

The text to be displayed by search engines in their result pages (page META tags), proper HTML code (such as the correct (H)-values for each of your headers), the image(s) file name and (Alt) tags.

Anything Else?

Yes, factors such as the age of your website, the length and value of your text content (is it unique?), and more, are taken into consideration by SEs. Here we tried to explained in simple words what is involved with On-Page SEO. Basically, before you publish any content with us, we review your draft text content and come back with suggestions and strategies that we recommend, per page.

Find out more with G SEO guide 2008 and SEO guide 2010.