Optimising my search engine ranking

I work on my keywords

Including keywords and relevant information at the beginning of the content is beneficial for natural referencing.

Define the keywords for your page or paragraph BEFORE you start drafting it.

Google Adwords (accessible for free through a Google account) can give you ideas for keywords, through its keyword planning tool, as well as their popularity. If a keyword is very often searched for or too popular, you will face a lot of competition and it will be difficult for you to stand out. If a keyword is little searched for, you will not have enough visits (even though they would be high-quality as they would be targeted).

For example:

  • “shea butter” is too popular, all the great cosmetics brands are already positioned on it.
  • “Bamako shea butter” is too restrictive, Internet users are unlikely to know your production location.
  • “organic Mali shea butter” could be the middle ground on which to position yourself.

I place heading tags

A “tag” is a piece of code enabling you to format your content. “hn” tags (h1, h2, … up to h6) correspond to the titles of your pages (h = heading). These tags are useful to structure the content of your page for your readers. Heading tags are also recognised by search engines and help them understand the meaning of your page.

Use h1 tags for the title of your page (the name of your website on your homepage, the title of your article on a blog page, etc.), h2 for your 2-3 sentence lead or your subtitle, etc. This enables search engines to identify the structure of your page.

In most content management tools, Hn tags are automatically configured with the chosen theme, and you are not required to do anything.

Note: do not draft your titles in upper-case, this is penalised.

I create links

Links to relevant content enable visitors to go deeper in their search for information and discover related subjects or products. These links can either be internal (towards another page of your website) or external (towards other websites – in this case, you can set them up to open in another window so visitors can easily return to your site).
These links must be placed on meaningful words or expressions (“Click here”, “find out more” or “see also” are not meaningful expressions).

For example:
Instead of: “To discover our new products: click here”, place a direct link on “new products” when these are mentioned for the first time in the paragraph.

I also remember to:

  • Regularly update your pages as out-of-date content lowers the ranking.
  • Favour original content. Avoid repeating the same information under the same form on several pages. Duplicates penalise your ranking in search engines.
  • Share your website on social networks, especially through a Facebook page. Sharing content will improve its ranking and distribution.
  • Give relevant titles to your images and in particular product photos. Include the keywords in the description.
  • Follow the statistics of your website using Google Analytics to make any adjustments needed.