SEO can be divided into "paid" and "organic" activities. This means a prospective client can either arrive at your services offering with or without your having to spend money respectively.
A website is a collection of website pages.
Each page will have it's own unique SEO settings that are tailored to optimize traffic to that page.
Below, we provide high level background and implementation of specific tools to be used in your SEO strategy for a page on your Easy Busy Pets website. Set them all up, and you can expect improved performance of your website ranking on a search engine results page (SERP).
Note: If you find that you need a little more background or advice on how to fine tune your settings, there are an abundance of free online resources provided by marketing companies like Moz, Neil Patel, SEM Rush, and others that can help.
Pro Tip: Familiar with a bit of SEO coding? Skip the UI and add your SEO changes directly into the code. Using the Easy Busy Pets website builder, simply edit the page, click into the Header (<head> ... </head>), and add your extra scripts and tags using the scripting widget.
Content, namely the words you write to make up the text of the page is the most important, #1 factor for SEO performance. Content is drafted using the Easy Busy Pets website as discussed in the Pages and Content Basics article.
Experts agree, Title tags are the second most important, #2 factor for SEO performance after Content.
The Title tag shows as the first line of your listing in search results! Below, we show an example of such a result for the Easy Busy Pets blog page:
Viewing the page, here's an example of the same Title, this time showing up on the headline tab, above.
The Title is a very challenging one to get right, because you have to design it for people as well as search engines.
In other words, making your Title Tag eye-catching doesn't necessarily make it functionally useful for the search engine. By contrast, using the right couple of words to make it very useful to the search engine might sound like nonsense to a person reading it.
The Easy Busy Pets website builder codes your Title Tag for you, and you set your Title tag the Page Configuration Panel for each web page you defined. Alternatively, use the website builder script widget to add it straight into the header of the page.
How to write good Title tags? Here are some guidelines:
- A shorter Title is better - Makes it easier and more likely for people to read.
- 60 Characters or less - Otherwise it gets cut-off when displayed on Search (source: Moz).
- Describes a benefit - Clicking on the Title tag should be worth it for the user. Perhaps, a time-limited offer, you're the best for a specific service, and you can add your service area to help with localization.
This is the text that shows at the bottom of your search engine listing. It should be a simple to read summary of your post to inform visitors to your web page what it's all about.
When your page has a meta description defined, it pops-up in a Google search as illustrated with the red arrow below.
How to write a good meta description? Here are some guidelines:
- Keep the length to under 160 characters so that the content fits in the SERP.
- Every page on your website should have a unique description.
- Add clear Call-To-Action in your descriptions like Sign Up, Book Now, Fill out a Meet & Greet Today, etc.
- Add your targeted keywords in descriptions.
- Strategically provide solutions to a problem.
- Write for your users and encourage them to click with specific and relevant content.
- Add any discounts or offers you have going on.
The Easy Busy Pets website builder codes your Meta description for you, and you set the text in the Page Configuration Panel for each web page you defined. Alternatively, use the website builder script widget to add it straight into the header of the page.
When your website is crawled by a search engine like Google, the content visible to the human eye is not where it stops looking for information. Search engines are not (yet) intelligent enough to guess perfectly what should be shown to an interested party when they search for your page. So it relies on some extra help from the code behind your website, the meta tags.
Without meta tags, you can’t reach readers organically.
Adding the right meta tags is a great start to improving your on-page SEO. There are a few kinds that can help your website:
- Description - Discussed in the previous section.
- Robots - This tag provides extra direction to the search engine crawler. Working a page you don't necessarily want to endorse? Implement <meta name="robots" content="noindex" /> to indicate to the search engine crawler not to index it. This way people won't find it in the SERP. Have some content on your page you don't want the search engine to see? Implement <meta name=”robots” content=”nofollow”> just above the section in question.
- Keywords - A meta tag that was once a primary object used by the search engines to rank your site for search. It is commonly accepted that meta keywords have been devalued by Google over the years because they were being abused by site owners in an effort to boost their low-quality pages to rank better. Many SEO experts advise their clients not to implement this tag. If you choose to use it, we suggest you enter only those that are relevant to your business offering and to limit the number to under twenty. Refer to the Look & Feel Branding Setup article to for instructions on implementing your favorite keywords. Alternatively, use the website builder to implement your keywords, for example: <meta name="keywords" content="best pet sitters in Texas, affordable groomers in Hawaii"/>
- Open Graph - Affects your brand image on social networks like Facebook and Twitter. Learn more about this important feature in our Open Graph Meta Tags article.
Examples are illustrated in the image below:
To modify meta tags: Using the Easy Busy Pets website builder, edit the page, and directly edit the header of the page with you custom script. In Easy Busy Pets, we also make it easy to quickly update the (1) meta description and (2) other meta tags as illustrated below using the configuration panel:
Duplication of content is one of the top-5 challenges faced by site owners.
Although it's not penalized directly by Google search, it can still negatively impact your site ranking, at least indirectly. A lot of examples illustrating how and why are documented online, mainly involving duplication of identical content between two or more pages on your site. See Neil Patel's article to learn more.
The canonical tag is one of those tools that will help reduce the risk of the search engine crawler unintentionally choosing the wrong page among a list of duplicate pages you may have created for good reasons.
On your page, use the Easy Busy Pets website builder to edit the page header source code, include the canonical tag <link rel=”canonical” href=”https://www.yoursite.com/yourpage” /> or similar. Also, make sure to include the tag on the page itself (don't worry, it's not recursive and is a normal best practice).
Google Tag Manager
Managing the Google Tag Manager (GTM) begins with your embedding two (2) scripts provided by that tool into your <header> and <body> sections respectively.
Image Alt Tag
Drive even more traffic to your site by coding a description to every image on your website using the alt text parameter. This tells the search engine what the image is all about to better identify how your page is ranked on the SERP.
Refer to the Image article to learn the steps on how to setup the alternative text.
You've drafted a page and defined it's Title, Content and Meta Descriptions. Great!
How can you ensure it will perform well on search? A common approach is to define a focus keyword, and make sure you optimize your page's content with it.
Google searchers put this keyword in the search box and will reach your content if you optimized it well around that.
- should be used in your page Title
- needs to be located towards the beginning of your page Title
- should be included in your meta description
- is used in the slug
- is part of the file name of at least one image
- should appear in at least one of the image descriptions (alt text) on your page