The-Ultimate-Guide-To-SEO-_-Ranking-On-Page-1-Of-Google-in-2021

The Ultimate Guide To SEO & Ranking On Page 1 Of Google in 2021

Savan Francis
Savan Francis / January 16, 2021

This is your complete guide to SEO and explains how to rank your website on Google’s First page.

So, you have launched a brand new website by integrating all your creative and technical efforts, then your website goes live and you start waiting for enquiries, contact form submissions or sales notifications. But the outcome may not turn out exactly as expected.

Don’t worry; this is a common problem that boils down to your business/brand visibility on the internet. The ultimate goal of any website is to make it easy for online visitors to find your products or services.

Nothing is more frustrating than seeing your website rank on the second and third pages of the search engine. And trust us, not many users like to click through to discover what lies on those search engine results pages.

Let’s take you through the actionable steps that can help you rank your brand new website on Google’s first page.

Table Of Contents

  1. Creating Best Practice Meta Titles & Meta Descriptions
  2. Building Internal And External Links
  3. Improving Your Website Speed
  4. How To Create Engaging Blogs
  5. Finding Long-Tail Keywords
  6. Deploying LSI Keywords
  7. Optimising Your Website For Mobile
  8. Implementing Schema Markup

Chapter 1 : Creating Best Practice Meta Titles & Meta Descriptions

Why Should You Use Title Tags?

Most website owners think that writing meta titles is a straightforward process. While it’s indeed a basic process, underestimating it can undermine your ranking aspirations. There’s more value to meta titles than most people think there is and we will show you just what you should do to get the best SEO value out of it by writing the perfect titles for individual pages.

The title tag is essentially a HTML element used to define a specific web page.

This is what a basic title tag looks like:

<title>How To Get Your Brand New Website On Google’s First Page?</title>

It tells search engines and, by extension, your website visitors what a page is all about. The title tag needs to express the most essential details about a page in the shortest and clearest way imaginable.

Also, this is how your title tags show up on search engine results page:

Rank on Google first page

This is how the title tag is displayed on social media platforms:

Social media marketing

It’s absolutely vital that you write compelling title tags to improve the click through rate to your page.

Here are two quick tips:

  • Your title tag is probably the first thing your reader may come into contact with, so make sure to leave a striking impression.
  • Always mention your brand name in the title as it could make your content more discoverable to readers.

Tips For Writing Title Tags

Avoid title tag truncation at all costs!

Title tag best practice

As you can see in the image above, the title tag of this blog gets cut off. This is a self-defeating exercise that will do a great disservice to your web page. To avoid title tag truncation, make sure to keep your title around 50-60 characters.

Top Tip: Here’s a free title tag length checker you can use: Pixel Length Checker Tool

Why Should You Use Meta Descriptions?

In the world of SEO, writing effective meta descriptions is the real deal. While Google has declared that there’s no relationship between meta descriptions and rankings, one can’t ignore the role a well-written description plays in making pages more discoverable.

Meta descriptions are proven to increase click-through rates of web pages, as well as brand perception. When written effectively, meta descriptions can change the way people view your pages.

We will show you the proven techniques our SEO experts use to write value-rich meta descriptions.

1) Write The Perfect Meta Description

First up, find an established set of keywords that can work well for your website.

Now, where should you place your keywords on the page?

Before you figure that out, you need to start creating relevant meta descriptions.

The meta description tag in HTML is a 150-160 character snippet used to convince the users to click through to a web page.

If you’re using WordPress with a Yoast SEO plugin, it’s super easy to write meta descriptions and optimise them. Like in the screenshot below you can use the Google preview section to create the text:

Yoast meta tag optimisation

The plugin will also give you a point-based breakdown of your SEO analysis, helping you find out if you’ve got adequate or too many keyphrases/Keywords in your meta description. See the screenshot below:

Yoast SEO analysis

2) Scan Search Engine Results Pages For Search Terms

You need to identify competitive keywords that your industry counterparts are using effectively. The idea is to look for keyword gaps in the industry you can optimise for. By all means, using keywords that work for your competitors is certainly a good place to start.

3) Look Up What Your Competitors Are Doing

Transfer all the competitor data into a spreadsheet which will let you keep tabs on the competition. This should also help track all the developments without any unnecessary overheads.

4) Insert Keywords In Your Meta Description

As of now Google doesn’t recognise meta description as a ranking signal. Be that as it may, every time you perform a search in Google, you may have noticed the highlighted keyword in the result. Is Google trying to tell you something here? Well, you can use keywords to help people discover the most relevant result for their queries. It’s all about including the right keywords in the meta description that satisfies the search intent. The highlighted keywords in results pages can instantly capture user attention and increase the click-through-rate.

Now, you need to pay a lot of attention when incorporating keywords into meta descriptions. Don’t stuff the keywords here and there, instead, add targeted keywords where they make sense.

Chapter 2 : Setting Up Internal And External Links For A Greater User-experience

If you want to build a high-ranking website, you need to understand how to deploy internal and external links effectively. These elements form the foundation on which you should build your SEO strategy and increase website’s ranking.

If you don’t know where to start, we will show you just how to improve search visibility and rank your website.

Internal links are hyperlinks that direct the reader to target pages on your website. If used properly, internal links help the viewers to stay on the site longer (and Google likes it when people spend more time on your website).

Easily accessible internal links will naturally minimise the bounce rate of your website. However, don’t stuff your website with too many internal links; add 2 or 3 links on your newly posted content.

It’s important to keep in mind that other sites or different companies can provide external links to your website in their own content as well. For instance, if you publish a blog post with useful content, another company may link back to that URL as a source for their own blog. These types of links to your site are key, as they boost your search engine rankings in Google.

Similarly, don’t make the mistake of not including external/ outbound links. It points viewers from your website to another domain. If you link to more authoritative websites and they link to your site, search engines mark your website as a more credible and authentic source. Do not link to spammy sites as it will negatively affect your site’s SEO.

Top Tip: Ahrefs Website Authority checker is a great tool to check if a site is worth getting a link from. Simply enter a website URL as in the image below:

Ahrefs domain authority checker

Domain authority ranging between 30 and 50 is considered average whereas anything between 50 and 60 is good. Now, domain authority over 60 is the holy grail every website wants to go after for building high-quality links.

How To Use Internal Links On Your Website

It’s perfectly fine to use exact match anchor text in your internal links. The anchor text should give people a clear cut idea about the specific page you’re linking to. For instance, if you’re linking to an article on eCommerce SEO, you probably want to give “eCommerce SEO” as the anchor text, as simple as that. Now, using the exact text may actually appear spammy to an extent which is why you need to mix the text up a little.

Here’s how we like to stay on the safe side:

Internal link best practice

You must keep your anchor text simple and straightforward to help search crawlers and readers understand what exactly your linking page is about.

Now, internal linking is a technique used to help bots quickly discover other pages on your website. Including internal links will make your site pages more discoverable and navigable, meaning that your pages become easily indexable.

Always link to not just the most relevant but high authority pages on your website.

Why?

Because everytime you link to a different page on your website, you’re essentially transferring a share of link value (link juice) to that page. This should help the specific linking page rank better in Google. Of course, these internal links are not effective as the inbound links you earn from other websites, but they can still help your cause.

Here’s how you can link to the most important page on your website:

  1. Use a link building tool to conduct an authority test of your website pages.
  2. Identify the pages containing the most amount of link authority.
  3. Next up, you need to link from those pages to the ones that you want to rank on Google
  4. Now, never make the mistake of using the same anchor text for two different links. In fact it could confuse the search bots and your readers.
  5. Tap into Google’s Search Console to understand how internal links are placed on your site.
  6. Click on “Links” to see the complete list of internal links on your website.

Internal linking

Make sure that you’re not passing on link juice to all the low-priority pages on your website. This is bad SEO practice which can hold your website back from ranking in Google. Also, you need to conduct a proper link audit twice every year to separate the wheat from chaff.

Also, try to put your link high up on your page as it may engage the readers better and reduce bounce rate. If you manage to keep people for longer periods of time, it can send out positive signals to Google.

External Links Best Practices You Should Follow

It’s not just about the quantity of the links you put in. It’s the quality of your external links which is really important. Remember, adding high-quality external links will certainly improve the overall credibility of your website. On the contrary, using low-quality, irrelevant external links will do your website more harm than good. As long as your external links point towards high-quality websites, you should do just fine.

How To Use DoFollow/NoFollow

If you want to pass PageRank value all across your website, you should make good use of “dofollow” links. Noticeably, people assign nofollow attributes to internal links, not knowing that it could affect their chances to rank in Google. While it’s common for website owners to add nofollow tags to external links, you should make sure that you don’t use nofollow for internal links.

Nofollow tags are generally applied to external links. It’s used by webmasters who don’t want to pass link authority to other websites. Of course, it’s pretty natural to feel concerned about overusing external links, and thus attribute nofollow elements. However, you should stay away from using nofollow in your internal links as it could stop you from passing link juice across your website.

So, there you have it, keep tabs on your internal and external link portfolio to get desired results.

Chapter 3 : How To Improve Website Speed And Get On Google’s First Page

“78% of online buyers claim they would never return to a website if they had a bad experience with the page load speed”

Who is going to stay on your website if it takes more than 3 seconds to load? Most websites try to engage visitors with their content and designs but are not concerned about website loading time.

Since a slow website generates fewer page views and less ad revenue, you won’t be able to achieve your marketing goals.

If you knew how a fraction of a second could make or break your website, you would know just how important a factor website speed is in the grand scheme of things.

At the end of the day, the site load speed directly influences various things like user experience, keyword rankings in search results and conversion rates.

So, here’s our actionable tips for improving website’s speed in 2021 and beyond.

There are a host of factors that directly and indirectly affect the speed of your website.

You may have already worked on speed optimisation of your site, and have touched on some of these factors. But now is your chance to make sure everything is in the right place.

1)  Start By Reducing The HTTP Requests

A vast majority of web page’s loading time is used up by downloading and rendering various elements on a page. The page sends out separate HTTP requests for all the elements on the page, meaning that the page will only be rendered when all the HTTP requests are completed.

First up, you need to find out the exact number of HTTP requests your site makes. Google chrome’s developer tool will help you do just that. Analysing the nature of HTTP requests will help you determine whether you should send requests for these elements in the first place.

Your goal is to separate the wheat from the chaff and retain the requests that really matter to the functionality of your website. Cutting down on the HTTP requests will give a much-needed boost to your site. Don’t be discouraged if you don’t see any immediate results.

2) Minimise And Combine The Number Of Files

You have figured out the number of HTTP requests your website sends out, now it’s time to cut down its number. The most effective way to start this is by checking the HTML, CSS, and scripts files on your website. The aforementioned files essentially shape the look and feel of your website.

The files stack up the requests whenever a new visitor lands on your website.
If you developed your website using a template builder, your site may be having speed issues, primarily caused by redundant codes and scripts. Reducing or combining the files into one document can improve site performance, and in turn its speed. The minification process involves getting rid of unnecessary elements like whitespace and code.

If your site is built on WordPress the minification process is even easier.

Simply use WP Rocket to combine CSS and JavaScript files into a single file. Once you have minified the files, don’t forget to look them up using the developer tool to confirm the changes.

The goal is to strip your site of all the unnecessary elements and trim it down to a lean, user-friendly website.

3) Reduce Server Response Time Now

Have you ever wondered how fast your DNS provider functions? If your DNS provider takes too long, then it could affect the page load time of your website. Your domain Name system contains a database of innumerable IP addresses and their corresponding hostnames. DNS server is responsible for translating URLs into matching IP addresses so that searchers are taken to the right location.

The DNS lookup process eliminates the need for searchers to memorise long IP addresses to find information online. Make sure to refer to this DNS speed report before you look for a fast DNS server. If you find that the slow DNS provider is starting to take its toll on your site’s speed, it’s time to change your DNS provider. Get the fastest DNS provider and watch your site performance take off at great speed.

So, you have sorted out the issues with DNS server but are continuing with the cheapest hosting option that doesn’t support your website effectively. Well, something needs to change.

While it’s understandable why you may get the cheapest option available when you’re just starting out, you may want to upgrade the hosting option once your websites start attracting more traffic. Also, don’t just buy one hosting service, do your homework before making the decision.

You Have Got Three Different Hosting Options To Choose From:

  1. Shared Hosting – The most economical hosting option can be obtained for as little as 4 euros per month. However, shared hosting is designed for websites with low traffic. It’s not equipped to deal with the rise in traffic. You have no option but to share your resources with other websites that are hosted on the server.
  2. VPS Hosting – Of course, you will be sharing the server with different websites hosted on the server, but you will get exclusive ownership of certain parts of server resources. It’s a good win-win situation in that you get to safeguard your site against everything else on the server without having to pay for a dedicated hosting option.
  3. Dedicated Server – With a dedicated server, you’ve got a server all to yourself. You don’t have to share your resources with anyone. Hosting on a dedicated server comes with added responsibilities as you will have to take care of the maintenance and configuration on your own. If you want total control over your hosting option, then dedicated server is your answer.

4) Enable Browser Caching

Every time you visit a webpage, all the elements on the page get stored as cache in your hard drive. So, the next time you visit the place, your browser can render the whole page without having to send a series of HTTP requests.

When a visitor lands on your page for the first time, they download an HTML file consisting of scripts, stylesheets and images on the page. Once the download which may take up to 2.5 seconds is completed, visitors can start using your page.

For a visitor who has already had their page elements cached, it will only require them to download a few more elements on their next visit. So, it’s all the more important to improve the loading time, especially for first-time visitors to your website. You’re looking at 40-60% of users who visit your website without browser caching. Activating browser caching will help you offer a better user experience on their subsequent visits.

If you have a WordPress website, simply install W3 total cache to activate catching.

5) Compress Image Sizes

Website images are large files capable of affecting the site speed. When left unoptimised they really slow down your website. Properly optimised images are central to improving the load speed of your website.

Instead of thinking about getting rid of the images, you should consider reducing their size.

Website images are among the major factors that influence the buying behaviour of visitors. If you are running an eCommerce website, images almost serve as CTAs.

Would you like to see how the images affect your site performance? Simply run a speed test on Pingdom to find out.

One of the easiest ways to reduce image file sizes is cropping your images to the correct size. For example, if you want an image to appear as 570px wide, resize the image to that width.

Don’t just upload an image that is 2000px wide and set the width parameter the size you want. This requires your page to load the full image, then adjust it to the appropriate size, slowing your page.

Top Tip: Use TinyPNG a free image compressor tool that can make your website load faster.

6) Cut Down On The Number Of Plugins (WordPress only)

If you’re a WordPress user, you may already be familiar with plugins which form an essential part of CMS and other drag-and-drop websites everywhere.

Plugins are deployed exclusively on WordPress sites for everything from reducing the image size to minifying messy codes and optimising the site performance. Plus, these plugins are super easy to install.

Be that as it may, loading your website with too many plugins can adversely affect its performance. On top of it, keeping up with the updates of plugins can be a real drag at times. It’s important for you to check the plugins on a regular basis and see if they are still offering value for your site. Do away with plugins that seem outdated or ineffective that could end up slowing down your site.

Try uninstalling and removing the plugins. You will start seeing improvement in the site speed in the long run. Install Plugin Performance Profiler to accurately spot the plugins responsible for causing performance issues on your website.

7) Optimise Your Website For Mobile

Get things started by running a check on Test My Site to see how your site performs on mobile devices. The free tool from Google will give you real-time insights into the performance metrics and help you follow the best practices.

Find out the number of users who may have left your site because of loading issues. Also, learn how your site’s performance measures up against the competitors in the industry. It may be difficult for you at first to come to terms with the poor standards of your mobile site, but what’s important is that strictly follow the tips in our article. It’s a long process that requires patience and perseverance on your part.

Make sure to read our separate chapter on mobile optimisation.

By now you probably see the link between slow-loading web pages and high bounce rate. It’s time to fix things now.

Chapter 4 : How To Create Engaging Blogs

You probably create lots of content on your website without ever getting any type of desired results. It turns out that your content doesn’t attract organic traffic or enjoy good visibility in search results. While increasing your blog’s word count matters, it is only as good as the quality of your content. This is why you need to combine your blog content with the latest SEO guidelines to generate optimum results.

Yes, there are some essential tips you need to keep in mind while creating content/blog for your website.

Understanding The Anatomy Of A High-ranking Blog

Every blog or piece of content should be aimed at solving some kind of problem faced by your target audience. This means that In addition to producing high-quality content, you need to provide a unique solution to their problems.

Now let’s look at some indispensable parts of your blog.

Writing a proper headline

Headline is the first thing your readers come into contact with. It should be compelling enough to hook the readers and make them want to read further. So here’s your one fine chance to get creative and catch people’s attention, make it count.

Eye-catching image

Pictures can really put things into perspective and explain away the most complex subject matters with minimal efforts. Whatever image you use on your blog, make sure that it’s aligned with the theme of your blog.

Here’s a screenshot that combines a compelling headline and an eye-catching image:

Image optimisation

Write Introduction

This is your second chance to hook the audience with something exciting. Here’s where you tell the audience why they should continue reading your article. Make sure to keep your introduction short and simple.

Lead In

This is where you start listing out key parts of your article, whether it is a list of tips, chapters or checklist. For instance, if you’re writing a detailed guide on digital marketing, you may have multiple chapters covering various aspects of the subject.

Deliver Practical Value

Include actionable practical tips that readers can readily use. For instance, if you’re creating a piece on Google Ads, give them a practical tip to optimise the landing page and increase conversion rate.

Write a conclusion

Remember it’s a blog post, not your college dissertation. So, instead repeating all the key points, simply summarise the key takeaways for readers. Give them a sense of resolution by acknowledging their pain points and reiterating why your proposed solution is the answer.

Comments And Sharing

The comment section on your blog is a great place to build an online community and make your audience feel part of something larger. Something along the lines of “what do you think about” will encourage people to give their feedback.

Conducting Keyword Research

Optimising your blog is not just about including as many keywords in your piece as possible. In fact, indiscriminately stuffing keywords in your content will undermine your chances of ranking in Google. More importantly, it can make for a terrible reading experience. You need to directly answer users’ search intent by including keywords in the most natural manner.

Conducting a proper keyword research will help you understand what people are searching for. Learn about the true search intent, for instance, are they doing informational research, comparison shopping or are they all set to purchase a product or service. This will help you look at things from users’ standpoint. It’s the best way to find relevant topics that resonate with your audience.

Let’s say you’re writing a piece on clinical psychology, you can use Google’s Keywords planner to discover the perfect keywords to optimise for. This will help you find relevant long-tail keyword ideas that you can include in your blog. See the screenshot below:

Now that you’ve got the most relevant set of keywords, you can start incorporating them into your blog. Now, where do you enter these keywords so you can improve search ranking? Ideally you want to include them in five parts of your post, namely: title tags, headlines, body text, URL and meta description.

Example of keywords in headline:

Clinical Psychology: Steps To Find Industry Experts.

Top Clinical Psychology Experts: Psychologists You Must Know.

Use Google’s Search Console To Optimise Your Blogs

If you want to optimise your blog content with proper attention to detail, there’s no better place to start than Google’s Search Console. Search Console is equipped with Search Analytics Report that will allow you to assess all types of clicks coming in from Google. It essentially gives you insights into the range of keywords browsers use to discover your content. This will in turn help you optimise your blogs based strictly on the search intent.

Here’s a Screenshot of Search Analytics Report giving you insights:

Google search console

Your blog is not going to be an overnight hit. It’s going to take a while before it can get going and reap the rewards of your SEO efforts. This is why it’s vital to frequently publish the content types, optimise your content and deliver an intent-driven user experience for your readers.

This brings us to the larger point of creating evergreen content on your website. Read about it below.

Create And Publish Evergreen Blogs

When planning and writing your blog articles, ensure it’s evergreen content. Meaning, the content is about topics that are sure to remain relevant and valuable over a long period of time (with only minor changes or updates). Let’s look at a few reasons why evergreen content is so important:

So what’s an evergreen content? These are content pieces revolving around topics that will remain relevant for a longer period of time. Sometimes, all you need to do is conduct some minor updates to the content from time to time. We will give you the major reasons why you need to make evergreen content an integral part of your blog strategy

Evergreen content is created with the future in mind, meaning that your content will rank not just now but for a longer period of time. This type of content will also generate a sustained amount of traffic to your website irrespective of the time it was published.

The steady organic traffic also means that you will start seeing more and more leads over a period of time.

As a general rule of thumb, everything you create in the form of a content piece, be it a long go-to-guide article, tutorial or checklist, it should be evergreen.

Many websites let their evergreen posts get buried amid newly created blogs. You must make sure to give special attention to the evergreen contents. Create separate sections on your blog to make sure that your evergreen content gets all the attention it deserves.

For instance, sections such as “Go-to-guide” and “Actionable Checklist”. Make sure to link from your evergreen content to other related pieces on your website as it will improve your content’s authority.

Top Tip: Here’s a few practical tips to keep in mind while creating evergreen contentL

  • Make sure to align the evergreen content with your brand identity.
  • Content should be updatable and timeless.
  • Your content must make readers feel good about themselves.
  • Do not add a date to your article as it could render it outdated.

Trying Out Different Content Frameworks

Simply creating a long piece of content and publishing it in the hope of being discovered by people is not the best way to get your website to the top of Google. Likewise, creating evergreen content is not enough, you need to create it around a proven framework.

Here’s a set of content frameworks you can incorporate into your blog.

Go to Guide

Go-to-guide is arguably the most authoritative content framework you can use on your website. From attracting organic traffic to climbing rank charts and earning high-quality links, this content framework is must-have for your blog strategy.

Landing page optimisation

Checklist

Checklist is a great option that can deliver a great deal of value to your users in the most condensed manner. It’s certainly an evergreen content framework that can even be repurposed to meet your exact needs.

SEO checklist 2021

Create Linkable Content Assets

The longer a piece of content, the higher its chances of earning links from good quality sources. When you create long pieces, they will appear more authoritative and linkable to readers.

Before setting out to create blogs, look up the top high-performing content for similar topics. The idea is to draw inspiration from the topics and create something even bigger and better. Once you’ve got linkable content ready, it’s all about going that extra mile to make it even better. Here’s how we do just that:

Keep Your Blogs Mobile-friendly

There’s more to keeping your blog mobile friendly than just checking its responsiveness. You need to take into account how your blog content is displayed on the mobile screen.

Firstly, break your content into chunks of 3-4 sentences or paragraphs. This could really make your content more readable on mobile devices.

Next up make point to using creative media and white space to break the monotony in the content layout.

Incorporate relevant HTML subheadings into your blog.

Optimise Your Content For Voice Search

Stats suggests that Voice Search comprises about one-fifth of queries on queries. Voice Search is growing by the minute and looks set to cement its position as the most prefered search in the future.

Here’s how you can optimise your blogs for voice search:

Make sure to include question-based phrases starting with “how to” or “how many”.

It’s a great practical idea to optimise for your local queries, especially for those asking for directions on Google.

Start Reaching Out To Influencers For Backlinks

If you can grab the attention of influencers, you’ll likely get a nice backlink from them, which will, in turn, drive a ton more traffic to your site.

It’s not just about creating the right type of content, but about capturing the attention of relevant audiences at the right time and earning high-quality links. If you can create high-authority content, you can attract the attention of the right influencers.
Here’s an example of a link building reach out message:

Hi Josh,
I loved your blog on “I just read your website blog “6 Tips for Creating Professional Websites”. Loved it! So much so that I included it in our blog on “Seven Colours to Improve Conversion Rate”. I thought the section about “Choosing the Colour Palette” will offer additional insights for your readers if you link to our blog.

Please do take a look and let me know what you think.

Thanks Josh, Cheers!

The most important part is getting your pitch right. You can’t be too pushy, but you want to get your foot in the door.

Update And Keep Your Content Fresh

If you can update your blog content and equip it with the latest updates on a regular basis, then it could really improve your chances of ranking.

Google loves content that is updated. Keep an eye out for potential broken links and always look for ways to improve user experience. Instead of creating blogs from scratch, invest your time in optimising your updated blog posts for better ranking possibilities.

Top Tip: As mentioned earlier, including publishing date will make your content look rather outdated. However, adding the date of your latest update on the blog title will make your article more valuable to readers.

Chapter 5 : How To Use Long-tail Keywords

Why not focus on a long-tail keyword that is very specific to your product or services and can improve your website’s rankings? If you have just created a brand-new website, then it is recommended to focus on long-tail keywords for your SEO campaign.

Even though long-tail keywords have low search volume, they generally have a higher conversion value. Yes, fewer people search for long-tail keywords but every time they do, they are looking for a specific product or service.

For instance, target the long-tail variation of the keyword “Plumbers”. In your new marketing campaign, try “Emergency Plumbers Near Me”. You will find that the latter has less competition compared to the former.

Lead generating long-tail keywords can be easily discovered from Google Suggest, Google’s related searches, keyword research tools, Analytics report, Q&A sites and competitive sites.

Here’s the list of things you need to know to get started:

1) Define Your Content’s Purpose

Before you kick start your long-tail keyword research and start incorporating your chosen keywords into your content, you need to spend time defining your content’s purpose.

Just conducting some basic research alone will not help you achieve that. Once you’ve clearly defined your content’s purpose, your audience will find you organically using the relevant long-tail keyword. We’ll show you how to do just that.

2) Understand Your Buyer Personas

Who are you targeting online? Creating a buyer persona will help you answer this question. Your keyword research will be based on the type of buyer persona you created. Once you get a hang of the audience, you will be able to identify long-tail keywords with real search intent that could drive more relevant traffic.

3) Conduct Keyword Research

Marketers kick off their marketing campaigns without doing proper keyword research.

They use wrong long tail-keywords, targeting in the process high-competition keywords they have very little chance of ranking for .

According to endless studies and our own experience conducting SEO campaigns, long tail keywords rank quicker and produce desired results. Of course, these long-tail keywords may not bring you high volume traffic, but they do attract people that are highly likely to convert.

Precision combined with high-conversion rate makes long-tail keywords an integral part of your content strategy. Users who are serious about buying will latch onto long-tail keywords appearing in search results.

4) Find Long-tail Keywords Your Business Needs

Type in your main keyword to a keyword research tool (Google Keyword Planner, Uber Suggest) and click search. Next up, identify the right long-tail keywords that comprise of 4 or more words. Filter down to high-volume, low-tail keywords that are easier to rank for. Search those keywords in Google to conduct a thorough competitor analysis.

Here’s a few things to look out for:

  • Check out competition and possible traffic per day for the top three results
  • Analyse the backlink portfolio of page one results
  • Research these first page websites’ activities on social media

By following these things, you are taking the right steps towards ranking for those long-tail keywords.

5) Create Content Optimised For Long-tail Keywords

It is one thing to write content and a whole different ball game to use long-tail keywords in your content. Here’s how you should go about using them in your content:

1. Include Long-tail Keywords In Headlines

Writing a compelling headline is essential to making your content discoverable to your target audience. Your audience is probably looking for pages that can solve their specific problems, so you need to write headlines with keywords they might be searching for. This way your headline is directly addressing concerns of the audience.

Of course, there’s no single rule to implement long-tail keywords.

See how following headlines revolve around long-tail keywords:

  • The best small business advice to grow your start-up
  • Top 10 small business ideas worth investing in
  • Easy link building strategy you can build

2. Use Keywords In Natural Fashion

You should include your keywords in a subtle manner so that they blend in with your topic. Keep in mind that long-tail keywords are notorious for sounding unnatural. If you plug these keywords in as they are, you could get penalised by Google.

Here are the ‘do’s and don’ts’ while using keywords:

  • Web Design Agency In London
  • Digital Marketing Specialists London

You should avoid using at all costs the aforementioned keyword patterns.

Try using the same long-tail keywords in ways that connect with users.

Something along these lines:

  • Top 5 Web Design: London Agencies That You Can Trust
  • Best Digital Marketers: Certified Specialists In London

3. Include Keywords In Subheadings

Your subheading should elaborate on the headline, which is why it’s essential that you include your keyword in it. If your subheading reads off-topic, people will leave your page immediately.

Top Tip 1: Keep your subheading short and relevant. The idea is to keep your subheading relevant to your headline. For instance, if your headline is about digital marketing, then your subheading should be around the same topic.

Top Tip 2: You need to make Latent semantic indexing a part of your strategy, meaning that you include synonyms of keywords into your page. Make sure to use an LSI Keyword tool to find the most relevant variations of your long tail keywords. Such is the scope of LSI keywords, we have dedicated a whole chapter to it for you to check out. Read on!

Chapter 6 : Using LSI Keywords For Optimal Rankings

LSI (Latent Semantic Indexing) keywords are related terms and variations of your primary keyword. Google and other search engines use the LSI method to understand the content on your webpage. These keywords generate more relevant search results and give visitors quality content for their search queries.

What do LSI keywords mean for Google?

Back in the day, Google used keyword density to identify a page’s topic.

For instance, a page about web design would have many keywords about web design. Today, Google has evolved into a much smarter body that analyses contents of a page at a deeper level.

LSI Keywords are the portal through which Google grasps the scope of a page’s topic.

If you’re writing a go to guide about Zoom, Google will look for the keyword “Zoom” in different sections of your article including, title tag, body text, alt tag and so on.

Today, Google scans for keywords like video conferencing and online conference to make sure that the page is indeed about Zoom. Those keyword variations are your LSI keywords.

However, keep in mind that LSI keywords are not synonyms of your keywords in the strictest sense. Rather, they are just words closely related to your target keywords.

Here Are Some Tips For Locating Your LSI Keywords:

Of course, there are plenty of tools available to discover LSI keywords. However you don’t have to break an arm and leg to do a basic LSI research. Use some of these free techniques/tools to help you achieve just that.

Google’s Autocomplete offers the easiest way to locate LSI keywords online. Check out the screenshot below:

Google keyword suggestion

Let’s say you’re going to create a piece on landing page optimisation and you need some ideas to bounce off. Well, simply dial in your primary keyword like above and get the suggested LSI keywords that you can include in your article.

In essence, these are related terms people have in mind when they look up landing page optimisation.

Using Google’s “searches related to” feature:

This is similar to Google’s Autocomplete in that they offer insights into a range of related keywords about a specific topic. It’s a proven way to pick up keywords for your web page. See below:

Google LSI keywords

Check out the highlighted keywords in Google’s snippet description.

This is another excellent way to find relevant LSI keywords on Google. See if the bolded terms in the snippet matches your keywords.

You can add as many LSI keywords to your web pages as you want, you simply need to make sure that they appear natural.

Here’s where you should include LSI keywords for optimum effect:

  • Title tags
  • H1 and H2 tags
  • URL
  • Meta tags
  • Images alt text
  • First paragraph of text
  • Link and anchor text
  • Final paragraph of content

Chapter 7 : Mobile Optimised Website

Imagine that a friend of yours sends a website link via WhatsApp or Facebook Messenger and you find it difficult to open it on your mobile device. Surely, you will not give it a second chance.

Most smartphone users search for information on their mobile devices.

Mobile-friendliness is not just having a wonderful site design; it’s also about improving user experience.

To provide a great mobile experience, you must create a responsive site.

With a responsive website design, your website will look and function perfectly on their mobile phone, desktop, laptop or tablet.

Why should you optimise your website for mobile?

Mobile optimisation is the new SEO!

Don’t believe us? Well, mobile searches constitute about 58% of search in Google.

Since Mobile is the future of the internet, it’s only natural for Google to make algorithmic changes to accommodate mobile search.

We’ve all entered the age of mobile-first index where search results are delivered based on the mobile version of web pages. That’s right, you get the same results even while searching from a computer.

Prior to Google’s mobile-first indexing update, it used a combination of desktop and mobile results to determine ranking. There was even an option to search for “desktop results”.

So essentially, when you searched for something on Google using a phone, you would be delivered exclusively the mobile-based results. However, today, whether you search from mobile or desktop, you will be delivered mobile-first results.

“That’s right, everything you see on Google results comes straight from the mobile index”.

Your website is in good shape and ready for mobile if it:

  • Has got content that loads well across all types of devices
  • Never attempts to hide mobile versions of your website
  • Offers fast-loading speed for mobile users
  • Has got fully functional internal links and redirects
  • Offers a UX experience optimised for all types of devices

How To Mobile Optimise Your Website

Now, let us show you how to optimise your site for mobile and get in the good books of Google.

Google’s usability test is perhaps the best place to find out how effective your website is. Go to Search Console to start using this powerful tool. Simply click on mobile usability to view results.

Mobile usability - Search console

The Search Console will show you just how the mobile version of your site is performing.

Search console - Mobile usability errors

For instance, mobile usability tests will reveal whether you’re using flash or font size that’s too small for mobile readers.

Make sure to run a mobile friendly test.

Simply dial in your URL and click enter.

Mobile friendly test

Letting Google Bot Crawl Everything On Your Site!

But is this a good idea? You may be thinking to yourself now.

Well, people used to block bots from crawling different aspects of your site including Javascript and CSS. However, following this practice today can land your website in trouble.

Google will not be able to determine the mobile friendliness of your site unless you let it crawl the whole website. You know what happens when Google can’t decide whether your site is mobile optimised or not. You will have a hard time ranking in Google’s mobile-first index.

So, how do you figure out whether your site is facing this issue?

Watch out for any Robots.txt file on your website. This little file instructs Google bots not to crawl certain areas of your site. You can look for this file at site.com/robots.txt. You can also find it inside your search console.

Simply click on “Google Index”, see if you’ve got “blocked resources”. This is where you can find out if the file is blocking different areas of your site.

You Need To Let Mobile Users View It All

Not too long ago, it was common to see people blocking out certain sections from mobile users. For instance, webmasters would hide parts of content, blocking javascript from loading. Of course, they were not doing anything bad. In fact they were just blocking off the resources that kept a page from loading faster.

These pages could even deliver a faster experience for mobile users. However, when a user has to click on read more to expand the content on the page, it will send out bad signals to Google.

Remember, if your content is not readily accessible to users, Google bot may not crawl or index it. In fact, they could treat your content differently.

As things stand, Google will first check the speed of your website’s mobile speed. Does it mean that desktop optimisation is no longer effective? Definitely not. However, your priority should be the mobile version. Now, we will show you some excellent tips to improve mobile page speed:

Top Tip: Use Google’s mobile speed testing tool to quickly find out how mobile-friendly your website is. Simply enter a URL and click on the test now. Just give it some time to render the results. See the screenshot below:

Google’s mobile speed testing tool

The detailed reports produced by the free tool will help you boost the speed, personalise the website and deliver seamless browsing for users. Moreover, it will send you full reports on areas where you need improvement.

See the screenshot below.

Website page speed report

Some additional tips for improving page speed:

  • Compress your photos: For WordPress site owners, we recommend using an image optimiser such as TinyPNG. Use it to reduce image size and speed up your pages
  • Deploy browser cache to reduce the loading time of your website
  • Consider using CDNs to speed up page elements

Use Structured Data To Rank In Mobile Search Results

You may already be familiar with this type of schema structured data found in mobile search results.

Website schema markup

They are essentially cards that make your structured data even more compelling and click-worthy.

Many website owners equip their pages with structured data to improve the overall engagement and click through rate.

If you want more clicks for your pages, make sure to implement your structured data.

Now, if you don’t know where to start, don’t fret! We are bringing you an entire chapter devoted to showing you how to implement structured data on your website.

Chapter 8 : Implementing Schema Markup To Rank Your Website

If you really care about taking your brand-new website to the first page of Google, you need to tap into all technical aspects of SEO, including schema markup. So, let’s get our head around schema markup and find out how it affects your Google ranking.

The schema markup is essentially a code placed on a website in order to help search engines render enhanced descriptions for users. Just as you can see in the screenshot below:

Schema markup

The semantic vocabulary in schema markup allows search engines to understand the content of your web page and return information rich results. The structured data markup comes in handy when Google can’t quite figure out what a page is about.

Structured data markup serves as the building block of a web page in that it compiles all information for improved accessibility. Because there’s some coding involved, some users could get easily turned off by the technical workings that go into its implementation. However, it’s important to note that whatever you’re dealing with boils down to metadata aka information about information.

We all know how an Excel Spreadsheet works. You have the head of the columns and corresponding value under each. Similarly, schema markup is made of a structure that clearly defines something, in this case page data.

Search engines draw on schema markup to deliver “rich snippets”. These search results carry more informational elements than the average results, thus making them unique and eye-catching.

Your page will look significantly more attractive and click worthy if it featured rich snippet like in the image below:

Google SERP rich snippet

The screenshot of the coding you see below is probably not the most attractive thing you’ve seen all day.

Yes, it may look crazy for someone from a non-technical background. But the point is that if you spend some time understanding certain aspects of it, everything will start to fall into places.

schema code

Here’s a useful video that sheds light on different aspects of Schema and how you can use it to improve your website’s visibility in Google.

Different Types Of Schema Markups You Can Use On A Website

Schema is not just one-size-fit all thing you can implement on your website. Instead, they come in different types that you can use on your website to produce desired results.

1) Organisation Schema Markup

While not a rich snippet per se, organisation schema always gets features in all kinds of snippets. It essentially showcases the authorship of the content. It helps search engines and users know that a piece of content is connected to a specific individual or brand name.

2) Breadcrumbs Markup

This type of markup gives you the option to showcase your website’s structure. Google and users will be able to see the structure of your website. Check out the breadcrumbs markup below.

Breadcrumbs Markup

3) Review Schema Markup

Alright, now you’re looking at the most used schema markup, namely review/product schema markup. With this type of schema markup you can include the whole range of key details from product/service name, description to star rating and price tag.

Review Schema Markup

4) FAQ Schema Markup

You can use FAQ schema markup to showcase commonly asked questions around your page in a drop down format. People use FAQ Schema Markup to significantly increase organic traffic.

5) Local Business Schema Markup

If you’re running a local business, you should certainly add schema markup to your website. The schema markup will include details like business name, logo, contact information and reviews.

If you want to use structured data markup on your website so that Google can pick it up, you’ll either have to code it or make use of some plugins / extensions that will add the structured data for you.

The thing is, you have to implement it correctly, otherwise it might do more harm than good.

Here’s Your Step By Step Guide To Deploying Schema Markup

Alright, for someone from a non-technical background, it’s quite natural to be daunted by the level of coding involved in schema markup implementation. Well, trust us, nothing could be further from the truth!

Once you get a hold of the basics, things could be super easy and we will show you just how to go about it.

Steps to take to implement schema markup on your website:

  1. Generating the schema markup
  2. Testing your markup code
  3. Implementing the code on your website

1. How To Generate Your Markup

While there are coders who create Schema Markup on their own, you don’t have to create one to implement on your website. If you happen to own a WordPress website, there are lots of plugins to get the job done for you. Plus, you can even find online markup generators that work like a charm. Please, remember that any of these tools you may find online will only generate basic markup. If you want things customised, you may need to make changes to the code yourself. We will get to that in a bit.

We suggest using Google’s recommendation JSON-LD format to generate your Markup code. We’ve selected it for the simple reason that it is a lot easier to make sense of and implement on a website. You may have come across Microdata format, something which is compatible with CMS and its plugins. But we’re only dealing with JSON-LD format here.

2. Testing Out Your Code

You should always test your Markup code before publishing it live. But don’t worry, Google has your back here with its user-friendly testing tools.

Rich Result Tool is your most standard tool you can use to test Markup. The tool is designed to analyse the rich results.

You have the option to enter either the URL or Code:

Structured data testing tool

Click test URL to find out if your page is eligible for rich results:

Structured data test results

3. How to Place Schema Markup On A Website

Schema markup implementation will be determined by the website and tagging set up. We’re using JSON-LD as the schema markup model you can implement on a website.

So we’re looking at three different implementation methods:

A. Placing Markup Code In HTML

Copy the JSON-LD Schema you generated and place it in <head> of your HTML. If you’re not the webmaster, you may want to collaborate with developers to get the schema implemented. Developers will map out URLs and categories to their relevant schemas.

B. Implementing Schema Markups Through Tag Manager

There used to be times when people were sceptical about schema markup implementation through tag manager, believing that it required Google bots to render javascript to crawl it. Well, for those of you who are still in doubt, Google has come out officially endorsing Tag Manager implementation of schema markup.

Keep in mind that this option is specifically suitable for marketers who already know their way around Google Tag Manager (GTM). You can think about it this way, if you figure out implementation on your own, you can save lots of time and avoid relying on developers to make SEO changes.

To implement this feature, simply go to GTM and set up the generated Schema Markup as a custom HTML tag and create a new trigger based on page view.

Now, we’d only recommend this method to you if you’re comfortable managing your marketing arsenal using GTM.

C. Using CMS & Plugins For Implementation

This is arguably the easiest and most user-friendly way to implement schema markup. However, with the growing number of CMS and plugins available in the market, things could easily get all too confusing in no time. Also, no matter which plugin or CMS you use, you will have to make things work for you. Now, if you have a more advanced schema markup in place, you may have to use a combination of options. Of course, this task may even involve making tweaks to your site template or inserting specific code.

We’re giving the list of popular WordPress SEO plugins that you can always rely on.

Top Tip: As a non-developer website owner, you could probably do with some tool that can generate Schema Markup without having to worry about any coding. Google’s Structured Data Markup Helper will help you achieve just that.

Head over to Markup Helper’s landing page. Select the website tab and choose the right data type from the list (Education, Local Businesses etc).

Now, dial in your webpage URL and click ‘Start tagging’.

See the screenshot below:

On the next page, you will be rendered a version of your landing page. Now click on the “add missing tags” tab.

Now you can go through different parts of your web content, select content elements and assign corresponding tags. See the image below

Structured Data Markup Helper - tags

Once you have added all the tags, the tool will create a unique HTML for your page by combining your HTML with newly created markup.

Now you can either update the markup using an HTML editor in your website on your own or get professional developers to place it.

It’s Worth Learning More About Schema Markup

While you’re still at it, let’s take a look at what goes behind structured data vocabulary…

So, what is it and what exactly is it used for?

In order to deploy structured data on your website you need two things: The number of item names and the order in which you want to list them. This is why you have certain vocabularies and formats which when combined can produce markup.

Think of it as a language. As you know, different words mean different things in different languages. And not everyone can understand every language. This is where schema comes in handy. Schema and vocabularies are available in different types.

Let’s look at two widely implemented ones:

1. Schema.org

Regarded as the most widely used vocabulary for structured data, Schema is accepted by all types of major search engines, including Google and bing. You can think of it as a universal language. The Markup is compatible with all types of elements.

2. Open Graph

You may have already heard of Open Graph technology. It’s not intended for search engines, instead for social media channels like Facebook and Twitter. Open Graph is used to collect and showcase titles and images of pages. The feature allows you to retain your keywords in the title, meaning it could help your site’s visibility in Google’s search results. The graph also makes sure your headlines for social media platforms remain compelling and click worthy.

Yes, for some of you, the Schema Markup implementation might look more frightening than it is in reality. However, most modern websites are designed and developed in such a way that it makes markup super easy. Adding snippets for your website will not only increase the visibility of your page but make it appear linked to the brand.

Conclusion

Well, we can’t confine the best practices to just those aforementioned 7 chapters. Doing so would be self-defeating as Google is continuously changing its ranking algorithm. So, upon carrying out some of these recommendations, you may even experience your website ranking improve or drop on a weekly or monthly basis. The big idea is to experiment and track all changes until you get the desired results.

Now it’s your turn to get practical!

Invest your time, effort and attention effectively to rank your brand-new website on Google’s first page.

While you are at it use our free SEO checklist to keep all aspects of your website well-optimised. The easy-to-follow SEO checklist will guide you through every step to improve your chances of ranking on Google’s Page 1.

Savan Francis

Savan Francis

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