WEB PAGE SEO

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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PORTFOLIO

SEO can prove extremely complex, but knowing the basics will give you a running start.

Length isn’t everything. However, it sends a signal to Google that you’re providing more information. If lots of people spend a long time on that page — reading to the very end — you’re more likely to rank higher.

There are plenty of reasons to learn how to optimize for conversions and SEO in tandem.

You want your audience to convert at much higher rates. To do so, you have to study your audience closely and give them what they need and expect.

Let’s look at five specific reasons to optimize your site immediately and to continually optimize your site over time.

Optimizing Your Website for Conversions – Improve the User Experience.

Getting quality backlinks takes effort , but you’ll see results. Consider emailing influencers and other blogs in your niche. Share your article with them and point them to a page where you’ve shared a piece of their content.

Focus on the user experience and the patterns you detect through user behavior reports. Over time, you’ll see traffic and conversions increase based on your hard work.

Create separate campaigns for on-page and off-page SEO. Make sure your site loads quickly on both desktop and mobile and that you’re attracting backlinks as much as possible.

On-page SEO tells you how to optimize your website when you’re building specific pages. Factors like headlines, subheadlines, URL slugs, and meta tags fall into this category.

It’ll ensure your website is working exactly as hard as it should.

In reality, though, your goals and Google’s are the same:

Before you decide on the optimum length for your content, Google your primary keyword and visit the top 10 result in the SERPs. Are some of those pages longer than 1,600 words? Then yours should be, too.

Imagine this scenario:

Do this over and over again as you create more pages for your site. Write long, in-depth articles that provide as much information on the topic as possible.

Learning how to optimize your website for SEO and conversions is crucial for your site’s success.

4. Optimize for on-page SEO.

Learning how to optimize your website for conversions requires an understanding of the user experience. Figure out how visitors navigate your site, whether they scroll down the page, and how often they click on your calls to action (CTAs).

One piece of data by itself might not tell you anything, but when you collect lots of data, you start to notice patterns.

According to Buffer, the ideal length for a blog post is 1,600 words. That’s just a starting point, though.

Google uses more than 200 ranking signals to decide which pieces of content appear on the first page of the search engine results. The algorithm pays careful attention to signs that a particular web page will give searchers the information they seek.

That’s the power of SEO.

If you have good SEO, you can attract more traffic and get more opportunities to convert potential customers.

With more and more people accessing websites via mobile devices, you don’t want to leave those potential conversions out in the cold. Furthermore, Google has launched the mobile-first index , which means you might rank better if you focus on mobile friendliness.

1. Make your website useful for your specific audience.

Invest your time and, if necessary, money into growing your organic traffic. It might take longer, but the results last longer and result in more conversions.

Guesswork only goes so far when it comes to user experience. You might think an element on the page is necessary, but user behavior reports don’t bear that out.

Begin by collecting as much data as you can and conducting thorough research. Write content geared toward your audience, but make sure it’s better than your competitors’.

Tools like Ubersuggest help you find keywords related to your business and niche. Use it to find long-tail keywords that fit with your prospective customers’ user intent. Think about why they would search for a particular keyword and what they would hope to find on a page about it.

Off-page SEO — also called off-site SEO — refers to the ways in which you optimize your website via external means. Guest blogging, social media activity, influencer marketing, and brand mentions can all improve your site’s SEO.

User experience simply means how people perceive your site relative to navigation and finding what they want. A good user experience leaves the visitor satisfied and appreciative.

You won’t see results right away. Rankings take time to build, especially with the plethora of content that exists online, so you have to work hard to build quality content, attract backlinks, and establish credibility with Google.

While that might seem like a small percentage, it adds up. Some industries, such as retail, spend considerably more on ads.

Description metadata is the textual description that a browser may use in your page search return. Think of it as your site’s window display—a concise and appealing description of what is contained within, with the goal of encouraging people to enter. A good meta description will typically contain two full sentences. Search engines may not always use your meta description, but it is important to give them the option.

Follow these suggestions to improve your search engine optimization (SEO) and watch your website rise the ranks to the top of search-engine results.

When designing your website, each page contains a space between the <head> tags to insert metadata, or information about the contents of your page. If you have a CMS site originally produced by the UMC web team will have pre-populated this data for you. However, it is important for you to review and update metadata as your site changes over time.

Writing additional content, rich with keyword phrases, on your departmental news blog can also boost your search engine rankings. Blog posts can even be shorter updates about the specific topics you are targeting. Interlink your related CMS webpages and blog posts when it helps give the reader a better picture or additional information about the topic.

Improve your authority and credibility by adding relevant links within the text. Instead of having “click here” links, try writing out the name of the destination. “Click here” has no search engine value beyond the attached URL, whereas “Michigan Tech Enterprise Program” is rich with keywords and will improve your search engine rankings as well as the ranking of the page you are linking to. Always use descriptive links by linking keywords—it not only improves search engine optimization, but also adds value to your readers, including those with disabilities or who are using screen readers.

Description Metadata.

A webpage which is content-rich, authoritative, unbiased, and helps visitors learn more about what they are interested in is most likely to attract links from other websites, which improves your search engine optimization.

Title metadata is responsible for the page titles displayed at the top of a browser window and as the headline within search engine results. It is the most importan t metadata on your page.

Answering yes to these questions can improve your search engine ranking. Be natural and user-friendly , though. For instance, you do not want the word “engineering” to show up three or more times in the URL or have the phrase Northern Lights repeated in the page title and also every heading. Readability and usability still trump search engine optimization.

Beyond page URL, title, and headings, content is most influential on search engine rankings. Repeat your keyword phrase several times throughout the page—once or twice in the opening and closing paragraphs, and two to four more times throughout the remaining content. Be authoritative. Strategically link to relevant sources and additional information—both within your organizations broad website and even to other websites which are useful.

Don’t forget to use bold , italics , heading tags (especially an H1), and other emphasis tags to highlight these keyword phrases—but don’t overdo it. You still want your language and writing style to read naturally. Never sacrifice good writing for SEO. The best pages are written for the user , not for the search engine. Read more about SEO marketing to help you find new content opportunities.

Identify and target a specific keyword phrase for each authoritative content page on your website. Think about how your reader might search for that specific page with search terms like:

If you want to rank for multiple keywords phrases with your website, you will need to make a separate webpage for each keyword phrase you are targeting.

Keyword metadata is rarely if ever used to tabulate search engine rankings. However, you should already know your keyword phrases, so it doesn’t hurt to add them into your keyword metadata. You’ll want to include a variety of phrases. As a general rule, try to keep it to about 3-7 phrases with each phrase consisting of 1-4 words. A great example would be “computer science degree.”

Once your keyword phrase is chosen for a given page, consider these questions:

You’ve probably noticed that we feel pretty strongly about content . Search engines do, too. Regularly updated content is viewed as one of the best indicators of a site’s relevancy , so be sure to keep it fresh. Audit your content on a set schedule (semesterly for example) and make updates as needed.

1. Publish Relevant, Authoritative Content.

For those with a CMS website, the web team has developed an automated system for creating the meta title for each webpage based on your page title. This adds to the importance of using well-thought-out page titles rich with keyword phrases .

Always describe your image and video media using alt tags, or alternative text descriptions. They allow search engines to locate your page, which is crucial—especially for those who use text-only browsers or screen readers.

It is very difficult for a webpage to achieve search engine rankings for multiple keyword phrases—unless those phrases are very similar. A single page may be able to rank for both “biomedical engineering jobs” and “biomedical engineering careers”. Ranking for “student affairs” and “dean of students” or “gender discrimination” and “violence reporting procedures” with a single page is unlikely.

Quality, authoritative content is the number one driver of your search engine rankings and there is no substitute for great content—this is especially true when doing SEO marketing. Quality content created specifically for your intended user increases site traffic, which improves your site’s authority and relevance. Fine-tune your web writing skills and present yourself as an authority on the topic you are writing about.

These are only a few of the many methods for improving your search engine ranking. If you want to learn more, we recommend the following resources:

3. Metadata.

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