Page Title and Meta Description
Write a one-sentence description in your web pages about your service or product. This is the Page Title which is placed in the HTML head element. Search engines use Title tags in their search results, browsers display them when you open the web page, and use them as descriptions for the task bar and bookmarks.
There are two common styles in writing Title Tags.
If you are trying to rank for one or more very competitive terms, use this style:
Primary Keyword and Secondary Keywords | Brand Name
If you are trying to be discovered for a term with less competition and you think branding can make your site more popular, use this style:
Brand Name| Primary Keyword and Secondary Keywords
In either case, fix the number of characters in the Title Tag at 65. Usually, search engines cut off anything more. Now personalize the Title Tag a bit by adding some more description. The result will become the Meta Description, which is included in the head element of the HTML.
Search engines use Meta Descriptions to give a brief description of the site to searchers. You should consider the Meta Descriptions as a search engine-provided free advertisement of your site. So make use of it to the fullest. Use simple language, include one or more keywords, and restrict the character count to less than 140. Yes, that’s about the maximum possible length of a tweet.
HTML headings (H1 – H6)
In the traditional style of news writing, the more important text comes at the top of the copy, and the less important ones below that. Follow this style for your web content. When you use sub-headings to provide context to the mind and relief to the eye, arrange them in a hierarchy with the more important sub-heads having bigger font size. In HTML, the tags H1 till H6 are used to provide this hierarchy. Though not a strong signal for search engines, HTML headings are recommended as an SEO tool because it helps arrange content in a logical order.
Alt Text for Images
Alt text refers to the descriptive text for images. It’s useful in many contexts. In parts of the world known for slow internet connections, pictures may take a long time to load. Hence, the browsers can help users if there is an alternative description of the picture to be shown.
In addition, screen readers, which help users with disabilities to surf the net, use the alt text of pictures to put them in context. To give more purpose to the pictures, good SEOs also ensure that meaningful text is placed before and after the alt text. Alt text has the effect of anchor text in the rare occasions when pictures are used to directly link to a page. So use alt text wisely.
No Follow Attribute
SEOs use the No Follow attribute to make sure that in some cases, link authority is not passed on from a page to external links in a page. For instance, consider the comments page of a website that regularly receives hundreds of comments after every blog post. There is a chance that spammers would try to make use of the page’s popularity by leaving comments with links to their own sites. In such cases, the webmaster of the comment page can make use of the No Follow attribute to ensure that spammers do not get the benefit of the authority (or link juice) of the site.
The proper syntax for No Follow is like this:
<a href=”/url-here.html” rel=”nofollow”>Anchor text here</a>
Use the attribute as and when the occasion demands it. Nevertheless, remember that when it is used, search engines may not even index the link.
Each page in your website should be optimized for one or more keywords. These keywords should find a place in the Title Tag, the Meta Description, and HTML headings. In addition, the keywords should be strategically placed in the page content as well. An important term here is Keyword Density. This is nothing but the total words in the page divided by the keyword phrases in the page, and expressed as a percentage. Search engines are believed to look for a keyword density between 2% and 4%.
Keep it Simple
Always keep the content simple. Let no one go away from your site disappointed, unable to understand what you are trying to say. Speak from the heart and be focused on the site visitors as well as customers. A visit to the site should give them a clear picture of the benefits they will get by dealing with you. Let your website turn into a resource hub, to which they return every now and then.