Content Optimization

Texts

Classic SEO texts belong to the past, as they can easily be detected as spam. Especially the so called keyword stuffing is very risky. So please never follow any advice when somebody or someone tells you to follow any keyword density.

Today, every text should be written for your target group and not just for Google. But, you can still use text analyses to detect, if certain keywords may fit into your content. But let’s start with the basics.

Title

Insert the focus keyword and – if possible and if it sounds good – also other keyword combinations in your meta title and write it at least similar to your headline 1. The more similar the title and the h1 are, the easier it is for users to detect, that they reached the page they were search for in Google. 

The title should be marked as heading 1 (<h1>) and may appear only once on each page. Within archives or overview pages with several content elements (blog posts, products, etc.) the title should be markes as heading 2 or heading 3. Regularly, you don’t use any h1 tag in the content, as this headline comes from your template and from the CMS. Only if you code by yourself, you may touch the headline 1.

Introduction

Try to use all other keyword combinations in your introduction and meta description. Ideally the introduction is the same as the meta description – like the title and the first headline.

You might format the introduction bold with the „<b>“-tag, which identifies the marked content as particularly important. To highlight single words or phrases such as keywords within the content, the „<strong>“-tag is recommended. But please don’t format every single keyword strong. 

Sub Headlines

They are marked with lower priority headings persuant to the hierarchical structure (<h2>, <h3> or <h4>). As some browsers and some website templates like Google Accelerated Mobile Pages and Facebook Instant Articles do not support h4+ headlines, we regularly recommend you to focus on headlines 2 and 3.

Regularly, we don’t recommend to use further keywords in h2 headlines, as this may sound spammy. But if keywords fit, you shall use them.

Videos

Use videos whenever possible. They make it easier for users to understand your offers, are less exhausting and not only lead to better retention times but also to better conversion rates.

If you use YouTube videos, you can also implement Microdata for them. Just click on the “Micro” button in the top and insert video information.