Table of contents
As we know, high-quality content is one of the most important elements of SEO. Without them, it is impossible to put keywords of interest on the page in an appropriate way. For many years, the slogan “content is king” has been repeated in the SEO industry, it may seem a bit outdated now, but it is still extremely relevant.
The Google robot, when navigating through our site, pays attention to our content no less than to purely technical elements such as, for example Core Web Vitals Therefore, we must pay special attention to what content and in what form it appears on our site.
Creating quality content, no duplicate content both on-site and off-site, proper research of topics and keywords is obviously what we should always start with when creating posts for our site. However, what’s next once we’ve done this work? What do we need to pay attention to when creating posts for our blog technically? Here are some of the most important elements that we need to keep in mind and that affect the indexing and subsequent visibility of the content in Google search.
Title and description
The title and description of a page visible in organic search results (you can read more about them here). They are particularly important because they represent a user’s first contact with our website. The title should be up to 55 characters, while the description should be up to 155 (more characters are not visible in search results, if the meta tags are longer than the indicated amounts they will be cut off, sometimes in the middle of a word or sentence). Title should contain the most important phrase for the subpage, and description should contain the call to action. If the title and description fields are not completed Google will select random content for them that does not always make sense.
The search engine robot works automatically by scanning our content. So we need to maintain a structure that makes it easier for it to analyze the content. One of the most important elements are the H headings. They must be properly marked in the code. The structure of H headings begins with H1, and the higher the number, the less relevant the heading. In a traditional text structure, headings higher than H3 are rarely added.
The H1 header should always include the title of the article or page containing the most important keyword for it. So, if our article talks about living room lighting in the H1 header, the phrase “living room lighting” must appear.
Further H headings can be used to mark mid-headings in the content – always remembering to include the phrase most relevant to the paragraph.
Another important element is to add, in the case of longer content, lead text, which will be an abbreviated presentation of the main idea of our text. It is a good idea to include the most important keywords in the lead. Why? Because according to Google, what is realistically higher in the structure of the page is the most important. With such an action we indicate to the search engine robot on which phrases we want to be visible with our content.
Lead is, of course, also an important element from the point of view of the potential viewer of our content – thanks to it, he will find out briefly whether this particular article will be interesting for him or whether it contains the answer to his question.
Every image added to a website has an “alt” attribute, which is the description, the name of the image displayed if the image does not display.
Because Google’s robot does not read the content of images, it is necessary to “guide” it to the subject of the image by properly completing the alt attribute.
Adequate completion of alt attributes allows our images to display high in Google Graphics search results. This allows the site to gain additional organic traffic from the graphical search results.
The alt attribute can be used to help the site gain additional organic traffic from the graphical search results.
Friendly links is a way of writing url addresses suitable for both the user and the search engine robot. The address should be short and consist of no more than 3 embeds and contain no unnecessary parameters. Friendly links should reflect the structure of the site, and if it is properly structured (according to the three-click rule – the user of the site should be able to get to any of its places in no more than 3 clicks), the search engine robot will be able to easily reach any address in our site, leaving no so-called “orphan pages” that are not related to the structure of the site.
Example of a properly constructed “friendly link”:
Internal linking in the content of articles is important for the SEO of a website. By using internal linking, we indicate to the search engine robot that the content on our site is consistent and interconnected, which significantly aids in indexing the content on the site, but also shows our specialization in a particular topic. The idea is that if we cover many aspects of one topic then we just know it.
With properly placed internal linking in the content, the search engine robot has an easier time navigating through our site, easily reaching all the articles we add. This will later translate into positions in organic search results.
She has 11 years of professional experience, she started her career at the Emarketing Experts agency as a junior SEO specialist. In addition to website positioning, she was responsible for conducting 360° marketing projects as an Account Manager at They.pl. She worked for companies from the financial sector (Bank Millennium, Bank Meritum, Finai S.A.) and e-commerce (e.g. Black Red White, Autoland, Mumla). At Up&More, he is responsible for, among others, SEO projects for Panek Car Sharing, Amerigas, Interparking, H+H and Autoplaza.