Search Engine Optimization Strategy
Ranking #1 on Google, Bing, and Yahoo combines several search engine optimization strategies from On-Site SEO, Off-Site SEO, new content and link building. Ranking highly on Google can drive traffic, leads and new eyes to your website, resulting in conversions and new business.
On-site SEO involves scraping the existing meta tags from a website, analyzing them, and rewriting them based off of keywords a client would like to rank for.
In my opinion, title tags are the most important piece of building a strong on-site SEO strategy. Title tags are what is read in a google search result or in the tab of a search browser.
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Google and Moz suggest title tags should be a minimum of 60 characters and a maximum of 70 characters so they aren’t cut off in the search result. I typically prefer to be on the higher end, approximately 67-70 characters.
Keyword Research is a crucial first step when writing any Meta tag but especially for title tags. Title tags should include high volume but low competition/low difficulty keywords based on Moz/Google data.
In addition, all title tags should be supported by the keywords in the meta description and the content written on the page. If the title tag, meta description and page content all have corresponding keywords, the search engine ranking will increase.
Meta descriptions are located directly under the title tag in a search result. According to Google & Moz, meta descriptions should be kept between 150 – 160 characters in length.
Meta descriptions are great for search engine optimization because they provide a large area of search result real estate which can be keyword rich and summarize the page of content.
In my opinion, meta descriptions should incorporate an interesting fact, a summary of the content or a statistic to catch the eye of the searcher. It is important to be the #1 Google search result, but it is equally important to convert the searcher.
H1 tags are the page title seen on each individual page of a website. For example, at the top of this page, “Search Engine Optimization (SEO)” is the H1 tag. H1 tags, in my opinion, should be clear to the point. It is, what it is. Since H1 tags are forward facing, as in they appear directly on the website, I believe H1 tags should be treated as a way for the search engine to identify the page.
ALT tags appear on the backend of an image. In short, a search engine cannot see an image, it must be told what the image is. ALT tags, tell the search engine exactly what each image is, so the image can appear in a search result for that keyword. There is no specific length requirement for ALT tags, but I like to keep them to a max of 3 – 4 words.
For example, the ALT tag for the RTWeiss logo would simply be “RTWeiss Logo”, “SEO Agency Logo” or “RTWeiss SEO Agency”. The idea is to keyword stuff the ALT tag while remaining relevant.
301 redirects involve forwarding broken URLs or 404 errors to relevant or updated URLs. 301 redirecting URLs is necessary after a website redesign if the new website has a different URLs structure then the old website. Also, 301 redirecting is useful if pages from the website are deleted and new pages replace them.
What 301 redirecting does, is maintain the “link juice” from a specific URL and forwards it to the new URL so the Domain Authority is not affected. Also, it ensures the user experience is not affected when browsing the website.