Updated: Jan 31
It's important to focus on your URLs. First, break apart the URL. Does it align with your keywords? Does it accurately describe what the page is about? If the answer to these is yes, then great! Move on to the next URL on your site. If the answer is no, try to determine what needs to change in order for it to rank higher in Google. Take for example this URL
The page is about backpacking tours in Californa. In order to optimize this URL, we’ll turn it into something like this:
Notice the use of hyphens instead of underscores or spaces. This allows the search engine to break up the word properly.
Editing existing pages
Going into an existing page on your website, you can change the title of the page. Take a look at this screenshot below:
The highlighted words point out where our title is. This site is for a pet insurance company called Pumpkin. The title is simply pumpkin. Obviously, the search engine isn’t going to pull this page up first if someone typed ‘pet insurance’ into the search bar.
This all goes back to the person searching. If I were to see the word pumpkin in the title, but not pet insurance I wouldn’t be as likely to click on it. It doesn’t serve the purpose I’m looking for. The best thing for me to do with this title is:
<title>Pet Insurance - Pumpkin</title>
Mentioning the website name is important as is keeping the title short and readable to both the person visiting your site and the Google search engine. Too long and it will get cut off by the search engine.
Focusing on content
Whenever you are writing you should always be optimizing for people first and search engines second. Your content should be engaging for your target audience. Search engines are trying to emulate a person reading a page and then trying to figure out what that page is about. Your target keyword should be a priority to have in the post, as should variations of that keyword. Say you were writing a post on pet insurance, words such as dog, cat, health, and insurance are expected to pop up here and there in your post. Including your target phrase at least 3–5 times in your post.
Optimizing Non-text components
Whenever you have a video or image on your site or post, it's a good practice to have a paragraph of text describing the video or image in order to better optimize. Here is a full article on structured data. And here is a full list of data that should be marked up.
This is an image description before it was marked up by Schema.com
And this is what it looks like afterward