Only 6% scroll to the 2.SERP Relevant
- buyers persona
- their language (i.e. how they are looking)
Keywords
- What a user actually enters when searching
- The actual information minus any stop words
- What is our target group looking for
- What are their questions and problems
- How is the question formulated?
Rechereche:
- Autocomplete search engine can help identify popular long tail keywords
Longtail Keyword: Is a more specific variant of a keyword. Example: Keyword "Smartphone cases" -> long tail -> "Stabile smartphone cases made of real wood" Longtail Keyword = primary keyword + more context. The good thing about longtail keywords is – they are a good means to rank a keyword by specifying "Stable Smartphone Cases from Real Wood" (bold is keyword before and after is context – search engines recognize the primary keyword) Natural language is now possible for search engines so "smartphone cases" is also understood as "mobile cases". Placement of the keyword
- Page Title Title with Keyword | Company name "Real Wood Smartphone cases | Smartwood"
- In the URL, a separation with "-" is important
- Headings and intermediate headings
- ALT Text for pictures
- Distributed in the flow text
- Meta description (not important for search engine but good for readers when searching)
ONPAGE SEO Measures
- Internal + External Links
- Optimization for mobile devices (font size is taken into account)
OFFPAGE Measures
- Social Media Accounts, Mail
- Inbound links (incoming links) -> good if the keyword appears in the link
- Building networks
- Externally link
YOAST Example
It uses "Social Media" as the Focus Keyword. But it is too general. Better would be a longtail keyword … "Course for Social Media Marketing"
YOAST CUSTOM SOCIAL MEDIA SHARE
It is possible to have your own version of the post for e.g. To design Facebook – under the item "Share" You can specify:
- Facebook Title
- Facebook Description
- Facebook picture
To test a preview on Facebook:
- "developers.facebook.com" -> "tools" -> "Sharing Debugger"