Optimizing your content for organic rankings involves editing text and other on-page elements to align with the words and concepts people use when searching. The effectiveness of these keywords depends on where and how they appear on the page.
The checklist below will help you maximize your keyword visibility in search engines.
Content optimization checklist
title tag
A title tag is an HTML element that provides a concise and informative description of a web page. This title appears in the browser tab, but is not immediately visible to web users.
What search engines depend on title tag Determine the page context and keyword relevance. This is the most important factor for ranking and is often included in the organic snippets displayed by search engines. Therefore, your title tag should appeal to both humans and search algorithms.
Example title tag: “Practical eCommerce | News, How-To, Definitions, Guides, Examples.” Click on the image to enlarge.
This is the Practical Ecommerce homepage title tag used as a link in Google’s organic search snippet.
Practical Ecommerce homepage title tag for organic search results. Click on the image to enlarge.
The snippet only displays the first 60 characters (or so) of the title tag. So while Google values the full title as a ranking signal, make sure these words encourage (human) clicks. However, don’t overuse keywords.
meta description
a meta description An HTML attribute that summarizes the page. It is not visible to visitors, but search engines often show it in organic search results under the title.
Sample meta description: “Practical eCommerce: Independent analysis and strategy for online sellers — Amazon, SEO, analytics, marketing, design, payments, social media, cross-border, multichannel, shipping, and more.” Click on the image to enlarge.
This is the meta description of the Practical Ecommerce home page that Google uses in search results.
The meta description of the Practical Ecommerce home page that appears in Google search results. Click on the image to enlarge.
Although meta descriptions are not ranking signals, they can influence a searcher’s decision to click on a listing in organic search results.
Words used in searches appear in bold in the search snippet description, such as the query “practical e-commerce” above. Therefore, including searcher terms in your meta description is just as important for clicks as your call to action.
Google only displays the first 150 characters (or so) of a meta description in search results, but it is continually experimenting with its length.
First half headlines
The H1 HTML tag defines the most important heading of the page. Google often displays it in search snippets instead of title tags, making it visible and dominant to page visitors.
Use similar descriptive principles for H1 tags as for titles, but keep in mind that H1s can influence visitor engagement, a ranking factor. Therefore, create H1 headings that will encourage your visitors to read and scroll through your page.
body copy
Body copy is the reason why visitors visit your page. Use keywords naturally in easy-to-read language. The beginning is more important than the end. Forget about keyword density. The more natural the copy, the better.
In the age of AI search, include questions and conversation words, related terms, and intent-based keywords such as:
- information: How to repair drywall.
- commercial: Best laptop for teenagers.
- transaction: Lowest price for MacBook Air.
I have dealt with Tools and resources For AI search.
H2 and H3 subheadings
H2 and H3 subheadings Helps Google and humans understand the structure of your pages. It also increases visitor engagement by making it easier to skim and find useful content.
Use keywords in subheadings, but be careful not to overdo it. Like everything else on the page, subheadings should be natural.
Internal and external links
Contextual links (links from body copy) send stronger ranking signals than links from navigation menus. always include internal link Go to related content (and products). External links to reliable sources and related tools are also helpful.
Both internal and external links help Google understand a page’s relevance.
