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The website page elements you need to use for better rankings

SEO Series

In our previous post in the Mantis Digital ‘Writing for SEO’ series, we showed you how to write effective web copy that incorporates your keywords and search terms.

Now that you have your copy, we have created a guide for getting the most out of your writing with content entry tricks that will make your website page an SEO powerhouse!

Website page elements to use for SEO – Tags for search optimised web page structure

To better optimise your written copy, include tags to let search engines know that your copy is well-structured and where searchers will find the information they are looking for. 

  • Use the H1 tag for the title. This tag has a high influence on ranking as it is the first indication to Google of whether your copy will answer a user’s search intent. 
  • Tag the subheadings of each logical section with H2 tags. These subheadings should include your other focus keywords. 
  • H3 tags further clarify the most important phrases and sub-points in each section.

The Body tag indicates to search engines where the users’ questions will most likely be answered in full.

Include hyperlinks throughout your website copy for better SEO

Make use of internal and external linking in your copy.

Internal links (to other pages on your website):

  • Help search engines understand your content.
  • Provide pathways for users to stay on your website longer.

Try to add 2-3 internal links per page, where relevant.

External links (referrals to other sources):

  • Help search engines place you in the wider context of your industry.
  • Increase your credibility. 

While Google rewards you for including internal and external links, it drops the value of your page if you have included more than 15 links per 1,000 words written, or if the links you have included are broken.

Side note: what is backlinking?

Backlinking is when other sites include an external link to your page. Here’s how they help your rankings:

  • Backlinks boost SEO by increasing your authority and value in the eyes of Google
  • Backlinks provide more pathways for traffic to your website.

You will only earn backlinks if you produce high-quality content that is of value to others in your industry, and they deem it worth sharing on their own pages.

Optimised imagery

Readers (and Google) tend to find a page more compelling if it contains relevant images. Aim to include 2-3 images per page, correctly named (using your focus keywords where possible). Complete the alt tags and descriptions for images; search engines can’t really ‘read’ images, so if imagery is well described/tagged, it is more likely to come up in an image search. Credit imagery where required.

The Yoast plugin on WordPress makes it easy to create these descriptions and ensure you are using correctly sized images. Images for the best SEO and website page speed should be as small as possible before the image becomes pixellated.

How to use meta descriptions, meta titles and URLs for better SEO

The Meta Title is the ‘big blue headline’ displayed on the list of search results in Google. It has a character limit of 70 (60 is recommended) and should contain the main keyword you are trying to optimise your content for. It is usually the same or a condensed version of the H1 title, and it can be valuable to include your brand name. The meta title is your first opportunity to engage the reader and indicate whether your page will satisfy their search intent.

The Meta Description is the small amount of text (up to 160 characters) displayed below the blue headline. It should briefly describe what the page is about and grab the readers’ attention. Include some of your focus keywords here and try to create a sense of urgency to read the page, using phrases such as ‘find out here’, ‘learn more’, ‘discover why’.

Giving your page an SEO-friendly URL helps Google understand your content faster and perceive you as more relevant. Try to keep your URLs under 105 characters total, and ideally under 60, incorporating focus keywords (or synonyms) from the title.Once you have entered all of your search optimised web copy and taken advantage of all of the web page elements that help boost SEO, you can hit that ‘go live’ button! Check out the next post in our ‘Writing for SEO’ series to learn what you can do to keep boosting your website search rankings once your web page or post has gone live.