SAMPLE CONTENT DOCUMENT

CREATING & ORGANIZING CONTENT FOR A WEBSITE RELAUNCH

Log-In
HOMEPAGE
*Includes Mission Search
Statement
Blog

PRODUCTS &
SOLUTIONS
ABOUT US
EVENTS & SUCCESS
CONTACT US Create a Table for each web
RESOURCES STORIES
page using either Microsoft
Products Our Team News Case Study #1 Word or a Google Document.
Product #1 Bio #1
Events Case Study #2
Repeat the table below for each page
of new content.
Product #2 Bio #2

Product #3 Bio #3
Links Case Study #3 The page name used in your content
Product Details
document (for each page) should map
History to the name in the site map.
Solutions

Vertical #1
Clients Site Map Download the Word Template
Client Quotes
Vertical #2

History
SEO Popularity

Tech Support

Page Name SEO Popularity

URL http://totheweb.com/services/building-search-engine-link-popularity/

Search Terms Targeted

Web Development, Web Strategy, Digital Marketing, Website Design
List the most important keyword first.

Target Audience
Think Big Buckets: CTO, Executive, Finance, Executive and Finance
Identify other Stakeholders

Buyer’s Journey
Examples: Awareness, Consideration, Ready to Purchase
Purchase, Post-Purchase, Advocacy

Title Attribute Tag

Include the primary keyword used on the Increase Quality Links to Your Website: Link Building that Works!
page.

Meta Description
At ToTheWeb, we offer an offsite SEO service that works to build quality links to your website by earning
Include one or two sentences (about 20-25 authority, not just simply link building.
words or 155-200 characters).

Page Content We focus on strategies that will improve the quality of backlinks to your site, which determines your PageRank,
a vital element for success in ranking high in search engines.
Insert new or existing content.
(Sub head) Inbound links: You need to earn authority

Assets & Image File Names Image: WWD_building_link_popularity.jpg

If known, include the file names for files & Alt tag: link-building
images.

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 SAMPLE CONTENT DOCUMENT

GUIDELINES FOR CREATING SEARCH ENGINE-FRIENDLY WEB CONTENT

THAT RANKS HIGH IN GOOGLE
The most effective way to boost your site’s ranking in the organic or natural search engine listings is
to determine the search phrases (keywords) most likely to be used by prospective customers and
then write your site content using those keywords. This is the foundation of what is known as search
engine optimization, or “SEO”.
This applies to the text that will be rendered in HTML on a web page. Search engines do not
understand text shown as a graphic.

How many keywords can be used on a page?

• Depending on the length of the page content, select two or three highly targeted keyword
phrases to weave into each web page.
• Use variations and modifiers. Replace marketing jargon with keywords that will resonate with
your site visitors.
• Don't use excessively broad or general keywords: there are too many competing web pages that
use those words to outrank larger sites.

How do you identify the best keywords for your homepage?

• Focus on the critical two or three keywords that reflect the overall theme of your site. Do your
research using Google’s free AdWords Planner.

Broaden your site's

ranking potential by
using variations and
modifiers of your
keywords.

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 SAMPLE CONTENT DOCUMENT

How can you emphasize important keywords within your content?

• Create concise page headings and sub headings that contain the search phrases used on the page.
• Code properly with H1 as the main title, then H2 as the next sub-heading and H3 as the
sub-sub-heading. MSN particularly likes page headings rendered in <H1> <H2> and <H3> tags.
Use the H tags on the web page but define their style in your external style sheet (CSS) for precise
control of the look.
• Include keywords in content in bulleted or numbered lists.
• Bold your keywords (but not every time!).
• Do not repeat search terms excessively, but use them in a natural manner in the site content.

What else is important in creating search-friendly web content?

• Don't combine a pair of words with a slash "/"

character because the search engines don't separate
out the words from the slash. If you must use a slash
character then put a space on either side of the slash.
• Every web page should contain navigation links to all
main pages and to an extensive site map. A site footer SEO
map is an easy way to accomplish this.
• Ensure that you are applying the same search engine
optimization techniques to other file types such as PDF
or Word documents that appear on the website as
White Papers, data sheets, etc. Search engines index
PDFs, Word, Excel and PowerPoint files (as long as they
are not password-protected). Learn More Here
• Keywords are not case sensitive and search engines
ignore punctuation.

• Do file names matter to search engines? Some search engines pay attention to the page file
name. Include an important keyword used on that page in the file name as shown below.
• Don't do this: www.totheweb.com/products.com
• Do this: www.totheweb.com/products/site-optimization.html

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 SAMPLE CONTENT DOCUMENT

• Is there a best practice for the length of content on a page? Search

engines love content-rich websites, and longer pages tend to dominate
search results. Write at least 250 words of high-value content for as many
pages as possible. Ensure that this content will appear in HTML text and
contains your keywords used in a natural way.

• How should you use the Title tag to encourage click-throughs from a
Google Page? (AKA “title attributes tag” – this title is not visible on the page
but often appears in the search engine results page)
• The Title tag phrase should contain one to two of the primary
keywords that appear on that individual page and the keywords
should be towards the beginning of the tag where possible. Except for
the homepage, it's not necessary to use your company name in the
Title tag as your name is referenced throughout the site's content.
• Every page should have a unique Title tag containing roughly five to
seven words (55 characters).

• What is the Meta Description Tag and how should you use it? This tag is an HTML element
that Google may use below the Title in a search results page. The Meta Description tag should be
approximately 25 words, including key search terms, and contain a brief outline of your services.

How can I get Google to return my site’s images for a Google image search?
• Your best chance at having important images and graphics appear in organic image search is to
use the Image ALT ATTRIBUTES tag.
• Use search terms in ALT text that are found on the page that the image links to. Don't 'stuff' ALT
attributes with multiple keywords!

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 SAMPLE CONTENT DOCUMENT

Related Content

Sample of a Site Architecture Map

Test Your Title & Meta Description Visibility in Google

SEO Best Practices for Optimizing PDF Files

Search Engine Spider Simulator – See what Googlebot Sees

Strategies to Effectively Use Your Keywords in Content

Search Engine Marketing is serious stuff.

ToTheWeb offers the proven website strategies and tactics you need to generate more qualified
traffic, leads and sales. Count on our expertise to execute advanced search engine marketing
programs to grow your business.

ToTheWeb LLC | Tel: 650.627.8800 | [email protected] | www.ToTheWeb.com April 2017 | Page 5