While content is obviously the most important element in content marketing, overemphasis on content too often means underemphasis on non-content SEO. That is a mistake that the best local SEO company helps you avoid.
The three main components, as outlined below, are keywords, meta title, and meta tag.
A keyword is a single word or short phrase that captures the blog’s theme, like “cyber crime insurance” or “tummy tuck.” It’s often a good idea to include a geographic reference as well, like “website design in Long Island” or whatever.
Up until about 2010, easy-to-write microblogs were the best way to increase Search Engine Optimization and move your website up the SERP (Search Engine Results Page). These posts did not have to be long and did not have to be good, as long as they had very high keyword densities and went live on the site several times a week, or preferably several times a day.
Google has changed the rules to emphasize quality content, so keyword-stuffing and low-quality blogs are greatly frowned upon and may even result in delisting in some extreme cases. However, keywords are still important.
A microblog, or even a retail buying guide or product description under the new rules, needed about a 3 percent keyword density, which is basically one keyword every other sentence. A professional blog should have a maximum 1 percent keyword density, which means roughly one keyword phrase in each paragraph.
The meta title appears in the browser tab and serves as a blog summary. The meta title should contain a keyword and information about the site separated with the “|” key.
In May 2016, Google increased the length of meta titles from 60 to 70 characters, which is a pretty significant jump. So, in addition to a substitute title that includes the keyword and information about the site, there’s often room for a geographic reference as well, such as New York, NY.
This 160-character summary is probably the most important non-content SEO item, because many search engines load meta tags, and not blog snippets, onto their SERPs.
A good meta tag usually contains a one or two sentence blog summary (be sure and include a keyword) as well as a brief call-to-action, like “Call us today.”
When Google changed the meta title rules, the company also tweaked the meta tag rules. While the character count is unchanged, there can now be up to 100 characters per line, which allows for longer and more flowing meta tags. WordPress and most other platforms have very good preview features which allow you to see exactly what the meta tag, and other offsite SEO items, will look like.
For more ways to optimize your SEO presence and monetize your website, contact us online or call 888-428-7999 for a free consultation.