On-page SEO is multifaceted, and extends beyond content into other things like schema and meta tags, which we’ll discuss more at length in the next chapter on technical optimization. For now, put on your wordsmithing hats — it’s time to create your content!
Creating your content
Applying your keyword research
Here is a simple outline to follow for applying your keyword research:
- Survey your keywords and group those with similar topics and intent. Those groups will be your pages, rather than creating individual pages for every keyword variation.
- If you haven’t done so already, evaluate the SERP for each keyword or group of keywords to determine what type and format your content should be. Some characteristics of ranking pages to take note of:
- Are they image- or video-heavy?
- Is the content long-form or short and concise?
- Is the content formatted in lists, bullets, or paragraphs?
- Ask yourself, “What unique value could I offer to make my page better than the pages that are currently ranking for my keyword?”
On-page SEO allows you to turn your research into content your audience will love. Just make sure to avoid falling into the trap of low-value tactics that could hurt more than help!
What’s that word mean?
There are bound to be a few stumpers in this hefty chapter on on-page optimization — be prepared for unknown terms with our SEO glossary!
Low-value tactics to avoid
Your web content should exist to answer searchers’ questions, to guide them through your site, and to help them understand your site’s purpose. Content should not be created for the purpose of ranking highly in search alone. Ranking is a means to an end, the end being to help searchers. If we put the cart before the horse, we risk falling into the trap of low-value content tactics.
Thin content
While it’s common for a website to have unique pages on different topics, an older content strategy was to create a page for every single iteration of your keywords in order to rank on page 1 for those highly specific queries.
For example, if you were selling bridal dresses, you might have created individual pages for bridal gowns, bridal dresses, wedding gowns, and wedding dresses, even if each page was essentially saying the same thing. A similar tactic for local businesses was to create multiple pages of content for each city or region from which they wanted clients. These “geo pages” often had the same or very similar content, with the location name being the only unique factor.
Tactics like these clearly weren’t helpful for users, so why did publishers do it? Google wasn’t always as good as it is today at understanding the relationships between words and phrases (or semantics). So, if you wanted to rank on page 1 for “bridal gowns” but you only had a page on “wedding dresses,” that may not have cut it.
Google is clear that you should have a comprehensive page on a topic instead of multiple, weaker pages for each variation of a keyword.
Duplicate content
Like it sounds, “duplicate content” refers to content that is shared between domains or between multiple pages of a single domain. “Scraped” content goes a step further, and entails the blatant and unauthorized use of content from other sites. This can include taking content and republishing as-is, or modifying it slightly before republishing, without adding any original content or value.
There are plenty of legitimate reasons for internal or cross-domain duplicate content, so Google encourages the use of a rel=canonical tag to point to the original version of the web content. While you don’t need to know about this tag just yet, the main thing to note for now is that your content should be unique in word and in value.
Cloaking
A basic tenet of search engine guidelines is to show the same content to the engine’s crawlers that you’d show to a human visitor. This means that you should never hide text in the HTML code of your website that a normal visitor can’t see.
When this guideline is broken, search engines call it “cloaking” and take action to prevent these pages from ranking in search results. Cloaking can be accomplished in any number of ways and for a variety of reasons, both positive and negative.
Keyword stuffing
If you’ve ever been told, “You need to include {critical keyword} on this page X times,” you’ve seen the confusion over keyword usage in action. Many people mistakenly think that if you just include a keyword within your page’s content X times, you will automatically rank for it. The truth is, although Google looks for mentions of keywords and related concepts on your site’s pages, the page itself has to add value outside of pure keyword usage. If a page is going to be valuable to users, it won’t sound like it was written by a robot, so incorporate your keywords and phrases naturally in a way that is understandable to your readers.
Auto-generated content
Arguably one of the most offensive forms of low-quality content is the kind that is auto-generated, or created programmatically with the intent of manipulating search rankings and not helping users. You may recognize some auto-generated content by how little it makes sense when read — they are technically words, but strung together by a program rather than a human being.
It is worth noting that advancements in machine learning have contributed to more sophisticated auto-generated content that will only get better over time.
What to do instead: 10x it!
There is no “secret sauce” to ranking in search results. Google ranks pages highly because it has determined they are the best answers to the searcher’s questions. In today’s search engine, it’s not enough that your page isn’t duplicate, spamming, or broken. Your page has to provide value to searchers and be better than any other page Google is currently serving as the answer to a particular query. Here’s a simple formula for content creation:
- Search the keyword(s) you want your page to rank for.
- Identify which pages are ranking highly for those keywords.
- Determine what qualities those pages possess.
- Create content that’s better than that.
We like to call this 10x content. If you create a page on a keyword that is 10x better than the pages being shown in search results (for that keyword), Google will reward you for it, and better yet, you’ll naturally get people linking to it! Creating 10x content is hard work, but will pay dividends in organic traffic.
Just remember, there’s no magic number when it comes to words on a page. What we should be aiming for is whatever sufficiently satisfies user intent. Some queries can be answered thoroughly and accurately in 300 words while others might require 1,000 words!
