The process of making your website’s homepage or a particular landing page on your website more attractive to search engines and users is called optimization. There are several parts of the website that need to be reviewed and optimized as part of this process. These include the text content or copy, broken links, title tags, and meta tags. Once these improvements are made, search engines will find it easier to index your website and display it higher in SERPs.If you look at the two examples above, you would understand more about Digital magazine Factory if your look at the workflow exhibit on RHS, than by a piece of paper containing some vague text content with keywords. Just as the user experience is much better if the content looks structured and visually pleasing. The same principle applies to website content as well. Search engines should be able to understand it, in order to index it and rank higher on SERPs.
Content structure and narrative should be clear and of high quality for search engines and people to understand it.
As you identify new high performing keywords and valuable content, you would be creating new landing pages for your website. Over time, you would have many landing pages on your website to display all the content assets and information. So, it becomes very important for you to structure these landing pages in a logical way so search engines can easily index them. Search engines need to understand how your pages relate to each other.
If you visit a nearby restaurant for lunch, and you want to eat Rajma Chawal, you would know you are supposed to go to North Indian counter. Similarly, if you desire to have some delicious Dosa Sambhar, you would go to South Indian Counter. This is so because you know what dishes are available on what counters.
The same principle applies to your website’s structure. When a Google bot or crawler arrives on your website, it should know what content is there on each page so it can better index it. A crawler crawls or navigates through all the website pages to identify what type of content is on which pages, tries to understand it, and then indexes it. If a crawler can reach all the landing pages of your website, and can also understand what content is there on each page, it will index your pages properly and will reward you with better ranking on SERPs.Now, if you are working at the reception, you would know what dishes are available at what stores over time. You can easily direct your customers to the right store. In the same way, a crawler indexes your website to know more about it, and can then direct search users to appropriate landing pages of your website with relevant content.
Make sure the names of your landing page URLs are related with the content on the page and contain the keyword phrase you are targeting. You would have to change the HTML file name of your landing page if you are creating the website on local machines, and then upload it via FTP. In case you have created the website on WordPress, you can simply change the page name from Pages section.
This would help Google and other search engines find and better index your page.
The meta title tag for the landing page should contain a keyword phrase related with on-site content. The meta title tag is also used and displayed as the title of your website on SERPs. So it must contain relevant keyword phrases that align with content on the landing page and are descriptive and precise.
A relevant keyword used in your website’s title will catch users’ attention and will re-enforce their decision to click on your results over the rest on SERP. Make sure the Title Tag is not too long otherwise it will truncate in the search results. You can see the preview of how the title tag would look on SERP from the All In One SEO Panel of your WordPress page.
The title of your website may be relevant for the landing page and may look appropriate if you visit the website and view in the context of the complete content on the landing page. But it may not be enough descriptive and relevant when displayed in search results or shared on social media, where people cannot correlate it with website content and understand the context, as they only see title and description in search or social shares. You need to have a separate meta title for search and social media, that is very descriptive and makes more sense to the audience. That is why it becomes important to have separate on page title that is displayed on the website and aligns with content on the page, and a separate meta title that is displayed in organic search and social media which is descriptive and precise, and contains keywords. Search engines are blind to on page images and graphics assets. They can’t see or understand graphics, designs or images on websites. We have to tell them what type of content images are by specifying their title, caption, alt text, and description. Just like the file name of the page is changed to include the keywords, the file name of the image should also be changed to include relevant keyword phrases. Alt text is the name of the image, and if the browsers that can’t display the images, they would display the image name as specified in Alt text.
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