SEO is an attractive area of e-marketing, as soon as you start to get into it you realize that it requires very little theoretical technical knowledge, and that a little common sense will take you a long way.

In fact, this gives us a clue as to why there are so many self-proclaimed ‘gurus’ in this field.

I for one believe that a company can deal with SEO in-house, and that there is no need for external gurus to tell you how to ‘train’ your websites to jump through hoops for Google; trust in your own people, who know your market and your clients, and are more than capable of doing the job.

While it’s true that 80% of the positioning of a Web page is determined by factors such as domain authority and the popularity of back-links (off-page factors) the rest is down to the editor of Web content.

That’s right, I’m talking about you!

So here I would like to offer a series of ‘on-page’ tips. A few observations to remember when editing content for search engines:

  • “He who does not think much of himself is much more esteemed than he imagines”. -Goethe
    As I said before, there is no one in the world that knows your company and clients better than you. If you learn from your clients by thinking like they do, you have achieved the most difficult part of your job.
  • It is important to know how to write for search engines, but it is more important to know how to write for people.
  • There is nothing more damaging for a website than the soulless contributions of a SEO technician who does not understand the above premise.
  • The work of SEO technicians has two objectives:
    1. To position the Web page ABOVE the competition.
    2. To create an effective SNIPPET.
  • Whether a user reaches your Web page or that of the competition depends therefore on VISIBILITY: appearing BEFORE and appearing BETTER!
  • The title of a page is the main source of information for search engines.
  • A good title can be enough to correctly position the page.
  • A bad title can bring down any SEO strategy.
  • Each page of your website should have its own unique and non-transferable title.
  • Always display your brand in the title.
  • Include the most important keywords in the title.
  • And if you can achieve all the above in 65 characters or less, all the better.

I’ll continue in the next article! Until then…