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SEO Guide II. How to optimize your page for search engines

Written by: Cristina García

SEO On Page aims to facilitate Google’s work, which in turn wants to make it very easy for users to remain the lead search engine. By working your SEO On Page, you are more likely to appear in SERPs (Search Engine Result Pages), that is, by optimizing the code and content of your pages, you can improve their organic positioning.

Why do we need it? Google robots (also known as spiders or crawlers) are the bots responsible for reading, collecting and archiving the content of web pages. That is, these automated programs are the ones that find and classify the pages, the ones indexing all the content and saving it in a database. So if you do not follow SEO On Page's good practices, Google will consider that your website pages have no authority in your industry and you will not have opportunities to compete for your potential customers.

What should we consider? As you may have already seen, we must lay the foundations of our optimization work. Before even thinking about optimizing the code and content of our pages, we must determine a series of relevant keywords that our buyer personas (potential guests) would look for. Because it is around these keywords that we must work the SEO On Page of each of the pages of our website.

Before beginning to apply the keywords remember something important: the relevance of your content is the main element in your web pages. Keywords can help you rank, organize and classify your content, but don’t abuse them. Good practices are for a reason; you have to focus on quality content and use naturally the keyword in your code and copy, never with shoehorn.

So, how should you optimize your code? Using the keyword in the following tags, which will allow search engines to interpret the fragments of your web page.

1. In the title of the page.

For example, if we think of a publication, where the keyword is ‘Ibiza coves for couples’ and the post could be titled 'Top 5 Ibiza coves to go as a couple'. In 85% of cases, the title includes the keyword to the letter, but it is not always necessary, since you have to remember that what matters for Google is the search tendency of its users. In addition, for users you have to create the appropriate expectations so use their language.

Remember also that the title should not exceed 65 characters or 487 pixels, so that it appears complete on the search results page. If you exceed this length you would see the incomplete text and a (...) at the end, which is identified as a limitation when a user clicks on the post. The title should also be the H1 header of your page.

2. In the URL of the page.

It is where the keyword should always be to the left, as much as possible. If we follow the example above, the publication URL based on the keyword could be blog.hotelwebsite.com/ibiza-coves-for-couples-top-5. Remember to separate words with dashes and donot use symbols. It is also best if you use lower case letters, as they are more legible than capital letters.

3. In the meta description.

This is the descriptive text that we can only see in the SERPs and that should not exceed 150 characters, if we take into account that due to the users searches, bold words lengthen the text and it may appear incomplete.

This meta description is an approximate summary of the page that should create expectations for the reader. For this reason, you not only have to include the same or similar keyword of the page, but also be able to motivate the user to read more.

But beware! Sometimes when search engines (Google) don’t show the meta description we've worked on, but part of the page text that they think best summarizes the post or the page. Therefore, it is up to you to decide to invest time in working it. If you decide that it is important and Google does not show it, you could change it based on the one you chose to force indexing.

4. In the body.

The keyword must be included in the text of the publication or the page of your hotel, at least once completely. While you don’t have to use them in excess, you could use variations of the same keyword throughout the text. But don’t fuss over it, since the volume is not important, as long as the content is relevant to the reader. Less is always more.

5. In the images alt-text.

You can include Either the same or similar variations of the keyword. In this case it would be important to define which is the main image of the page and include the keyword, and in the secondary images include at least similar or related keywords.

 

Again, don’t fuss over the exact use of the keyword, or invest too much time including it in each of these elements we have described. There are no mathematical formulas that tell us how many times we must repeat the keyword to rank. It is necessary to carry out these good practices, even today, in the most natural way possible. And don’t forget to optimize the content

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