Understanding how Positioning works on Google is an easy task to understand, but difficult to master.
Especially for the pages that have just started on the web, it is a tremendous challenge, but certainly a very desirable goal to scale. Although it is known that there are steps that are necessary such as metadata and image optimization, there are others that turn out to be somewhat ambiguous.
In this article we will talk about the best tips you can follow to start climbing the positions of the search engine, regardless of whether you use these CMS or if you make the page totally customized from scratch.
- Use meta data!
This is one of the aspects that are taken "for granted" that are necessary. Most likely you already know them: we are talking about the HTML tags that help Google understand a document.
First of all you should make sure that all your pages include a title and a description that talks about the content of each page. Although this is a very basic and to some extent obvious step, we have seen many pages that do not make correct use of these tags. Pages that bombard their descriptions with thousands of tags as if they were keywords (tags that are not even present in the document that is displayed) or that put a lot of repeated content throughout the website.
Among other important data to consider are the alt descriptions of the images. Many people search for content thanks to the image search engine, and if your images are not described, Google will have no way to display them as results.
Visit Google's manual for SEO to see all supported tags.
- General keywords vs "long tail" keywords
For each business and turn there is an infinity of possible keywords. What one needs to know is exactly which of these keywords to attack. The terms keywords and long-tailed keywords are widely used during this process.
A generic keyword would be, as the name itself implies, keywords in their most generalized form possible. For example, "Website", "Drink", "Movie", "Marketing Agency". These keywords have a very clear advantage and that is that these are the terms that will receive hundreds and thousands of searches per day, but it also means that there will be competition against hundreds and thousands of different pages that will use those same terms. Make sure you have these words on your website.
Long-tailed keywords are more specific terms, almost always composed of several words and used to describe content in greater detail than a generic keyword. Examples of long-tail keywords would be "Web pages for e-commerce in Merida", "Energy drinks low in sugar". They have the disadvantage that they are terms that fewer people will search for when compared to generic keywords, but their greatest strength is the fact that those people will be able to reach you more easily, especially if you correctly exploit these detailed keywords.
Shopify has written an article detailing best practices for creating these keywords. We invite you to read it.