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On-Page SEO

Keywords & Content

Although keyword research is vital when undertaking any SEO project, we do not encourage the practice of “chasing keywords” (solely focusing on ranking for a strict set of keywords rather than including broad phrases, context and content), website content should be written in such a way that delivers user friendly, SEO Training Coursesinformative and relevant content. However there are ways of structuring the content that delivers this whilst giving the page a good chance of being indexed and ranked within the top search engine results pages.

The web page content should be ‘relevant’. If you look at a web page and struggle to see what the page is about, then what chance do the search engines have of categorising the page content? Your content should be written carefully with primary keywords being used where possible. The careful use of synonyms can help search engines understand the ‘theme’ of the page.

The ‘keyword’ tag was a place where you could organise keywords and list them in the page with a view to telling the search engines what the page is about. The use of the keyword tag is no longer relevant and is not used by the search engines any longer.

Google has further developed the way it delivers content to its users and in recent years we have seen the development of semantic search optimisation. When delivering results to the searcher, Google has to deliver the best results to each of us depending on what we are and have been looking for. Someone for instance searching for ‘Panda’ maybe looking for information about the animal whilst someone else searching for the same maybe looking for a make and model of a car.

When looking to deliver the best results to its users Google will consider:

  • Location: Depending where the user is located, Google is able to deliver highly relevant search results
  • Global search history
  • Query characteristics: spelling and variations
  • Domains linked from documents on the same topic
  • Co-occurrence of terms and distance between them

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SEO Anatomy – What’s What?


The page title appears in blue text and is in bold when shown in Google’s search results page. The title is also shown in the browser bar on the page. Titles are important when considering search engine optimisation and should be optimised in a certain way. The title should have a certain number of characters and should include your keywords without the use of stop words. Each of your page titles should be unique. It is important that your titles are optimised correctly or your page will struggle to rank well.


Heading tags are used in the pages of your website to highlight important parts of the page. Each of the header tags should include your primary keyword and should complement the URL and the page title. Header tags are usually denoted as h1 through to h6 and reflect the importance of the content accordingly. So your H1 will have more relevance that your H3 or H4.

Your H1 is the most important and this should include your primary keyword with your h2 offering a brief description of the page summary. The h1 should appear near the top of the page.


Your website URL should be ‘clean’. It is important to ensure that we void the use of characters and numbers unless these are specific to your products. URLs should be optimised to include keywords and each word should be separated using a dash.


The Meta description is the description that appears underneath the page title on Google’s search results. Meta descriptions are what will entice the viewer to click on your listing. Whilst the Meta description has no ‘on-page’ SEO value, it does help with click through rates and Google measures your click through rate. This helps Google judge whether your content is of interest to the visitor or person searching Google.

In sales terms you should think of your Meta description as a call to action. This is your opportunity to deliver a quick message to the person viewing the results. The Meta description should be optimised properly to ensure that it reads properly in Search results.


Structuring your internal links is important. It helps search engines and visitors navigate through your website and also gives search engines an indication to the importance of pages. If your primary keyword is used elsewhere in your website then linking from that keyword to your relevant page will help google know that this is the page you feel is the authoritative page for this content.

When optimising your internal linking structure our SEO team will ensure that your internal link profile is correctly optimised by checking:

Broken links, Poor internal linking, Complex URL, Dynamic pages, Error in Robots.txt, Orphan pages, 301 pages, 404 pages


Many website owners overlook the importance of correctly optimising images on their website. Any image used on your website should be optimised so that search engines can read the image. Most images play a prominent part in your website and with this in mind should include your keywords, both primary and secondary keywords.

Our SEO team will optimise your images ensuring that each of the file names are correctly named with the use of keywords correctly structured. We will also correctly structure the ALT attributes for each image being careful not to over optimise the images on the page.

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