At home, your guests usually enter through the front door. This is not always the case on your website. Guests often enter through the side doors - e.g. via a Google search.
Therefore, it makes sense to keep your side doors (sub-pages) open and relevant. Focus on the users when you write - if it's relevant for the user, it's also relevant for Google.
With this guide, you'll get started writing so that you'll be found.
Your target group's search behavior is the key
Start by doing a user-oriented keyword analysis.
It's about using the words that your target group uses. These are often slightly different words than you use yourself. It could be that you sell white goods. But when Susanne searches the web, she uses everyday words such as washing machine and oven.
Look at your subpages. Prioritize any the most important first. It can be pages with the most visitors or the most conversions. It can also be pages with important content that have a high bounce rate.
Think in one main topic for each prioritized subpage. Decide what the page is about and what action you want the user to take on the page. Think in terms of keywords based on that.
But be aware that people are not necessarily ready to buy when they start searching. Maybe they are just looking for inspiration for the summer holidays. Try to see if you can cover the entire purchase process with both generic and specific keywords on your website.
Test the quality of your keywords with 4 criteria:
- High search volume
- Low competition
- High relevance
- High visit value
Answer your target group's questions
On-page optimization (and SEO in general) is long-term legwork, but it has a big pay-off. When you hit the search behavior of your target group in your keywords, you can start writing content that will be found again and again.
Use your keywords actively and naturally in the content and keep the focus on the topic.
Many search in questions. How is Corona contagious? How much can you earn in addition to SU? We ask Google about big and small things. From the best pancake recipe to how to get divorced. If you manage to answer your target group's questions well when you sit down to the keys, you not only create a better digital user experience - you also lay the foundation for your company's top position in Google's search results. It's pure win-win.
Write so you can be found
SEO is overall a more complex dimension than described here. Some parts are more technical and others more social or externally oriented. But you can do a lot yourself with keywords and content optimization on your own page.
Keep the side doors open. Guests are coming.
This blog has been translated by Startup Central.