As the old saying goes, education starts at home, just like page optimization. Well, it might not be an old saying or a saying at all – but it doesn’t make it any less true. If you want your page to reach levels of optimization that will raise its rank, you need to put in the extra work. The little details, once you put them all together, create a well fitting puzzle that can make your website shine, educate your users, and increase your ranking. Let us take a trip down this fascinating road together. By keeping these page optimization tips in mind, your Google ranking will start to increase. From formatting URLs, keywords, meta descriptions, content, and navigation, these tips can help your users and favorite search engines to find the information they are looking for.

Format your URLs

Your URL is more important than you think.People generally tend not to pay attention to details. It takes a certain type of person to always be laser-focused on them; however, pretty much everyone can do it from time to time. One of the first things that you will find many people do wrong are the URLs. Both your visitors and search engines will appreciate concise and easy to navigate URLs. Keep them short and readable, don’t splash them with special characters (such as $, %, & and the like) and most importantly – use your keywords inside them. Your favorite search engine and favorite readers will appreciate short URLs that match the page title and the content being talked about. Keep it short and simple, and you won’t go wrong. Oh, and don’t go crazy on the number of folders. It is your folder structure that showcases how your content is organized.

Don’t forget the keywords

As the building blocks of any real SEO optimization, keywords are your bread and butter. Whatever the content you are putting on your website, organize it around your keywords. If you are a company that offers administrative jobs in Sydney, then make sure you mention both the jobs and the location in your keywords. Do your keyword research thoroughly and focus on specific keywords from the start. If you decide to change your mind after several months, you are losing much more than just those months – you are going back to square one, potentially losing any rankings in the search engines that you gained from all of your keyword research. Finally, remember that it is no longer a good thing to cram as many keywords in as little space as possible – use them, by all means, but try to keep it natural. Your favorite search engine, and favorite readers, will be able to tell when you are overusing keywords in hopes to rank highly for those keywords (and this will not get you a higher ranking on Google).

Meta descriptions do count

Yeah, yeah, we know that meta description is no longer a ranking factor. However, it is still visible as a description of your content, and it could sway the user to click your link as opposed to some others. This means that it affects CTR (click-through rate), which in itself could be a ranking factor. So there you go, all of a sudden the meta description sounds very useful. Pepper it with your keyword(s) and use a style of writing that will encourage people’s clicks. Be informative. Use calls to action. Remember to put yourself in your reader’s position. What information persuades you to click on a search result? Is it the keyword included in the meta description (probably), or is it the quick context given to you (most likely)?

Breadcrumbs are not for fairytales only

Never heard of breadcrumbs outside of what’s left after eating bread or looking for your way back from a house made of candy? Here’s a surprise for you – the menu of internal links that you can find at the top of some pages is called a breadcrumb. This unassuming name hides a neat little way to find your way through a website and understand where you are in the whole system of pages. (You may even see one at the top of this page). It’s a great way for your visitors to navigate your website. Another advantage is that is can help search engines find their way as well, literally by drawing it out for them. Even Google search results end up displaying your breadcrumb hierarchy, which is great. This helps your user (and your favorite search engine) get where they need to go efficiently.

Video killed the writing star

Text content is great and ultimately necessary for the success of both your website and its ranking. However, in today’s day and age, with the popularity of video content reaching insane numbers, it is vital to get with the times. By adding videos and images to your content, your user experience will grow, and with it the time spent on your website and your bounce rate. If you have videos, why not go all the way and add transcripts – this will not only help your users but will act as additional text content on your page. Additionally, by using ALT tags in the images you upload to your page, you can use the keyword corresponding to the page to further help search engines find your content. Be sure to use accurate descriptions and captions, and your Google ranking will be positively impacted.

Link out for added relevancy

As your content grows, so will the number of links you have embedded in it. This is a signal for Google that you know your stuff and are pointing people in all the right directions. Of course, as with everything, overdoing it is a no-no. Try to keep your links somewhere in the area of 2-4 per every thousand words – a link farm is a bad look. Of course, the links coming from your website should be going to websites that have high authority whenever possible, or else you will be doing yourself a disservice.

Smart devices are your friends

With an ever-growing number of searches on Google coming from phones and other mobile devices, you need to be thinking about how to help those people navigate your website on their relatively smaller screens. A responsive template is your best solution, and you can adapt it if you feel the need or have the know-how. Oh, and keep an eye out for Accelerated Mobile Pages or AMP for short, which is pretty much a Google’s new standard for web content specifically optimized for mobile devices. Furthermore, if you are a business, be sure to include your address and contact information on your website so mobile users will be able to find your contact information quickly in the search results. Be sure your users can call you so you can make the sale.

About the Author

Jacob Wilson is a business consultant, and an organizational psychologist, based in Brisbane. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for Bizzmarkblog.com.