Generally, head-tail terms are high volume, resulting in a lot of traffic, but also attract a very wide audience with few conversion opportunities. The farther to the right the keyword lies, the more specific it is from a user closer to the purchase decision. The goal is to improve the search experience with more agile and precise results for users. Notice that, for each type of search, Google is constantly seeking to provide more specific results. These can include, for example, users searching for restaurants, cinemas, stores, hotels, schools, or offices, among other establishments with a physical location. Local search queries feature a geographic component, within a determined region.
Here you need to consider that, unlike on-page SEO, with off-page SEO, you don’t have complete control over the optimization. As a result, you can follow these guidelines in your content and SEO strategy to align with Google’s way of thinking. The trustworthiness of the author, the content, and the site. After all, they get the answer they’re looking for even faster. To display rich snippets, they need to be created with structured data, as organized content is easier for the Googlebot to read.
So, even if the user types the term incorrectly or a variation of it, Google will understand the user’s search intention and display your page to them. It’s important to know that Google employs artificial intelligence to understand the intention of a search, the way humans communicate, and the variations that exist for a given term. You can start with it and create a post optimized for this keyword to attract more visitors.
Google’s algorithm understands that the more high quality backlinks your page receives, the greater its relevance to the market. Here we can see why link building is so important to off-page . They connect one page to another and allow users to navigate and discover content. The choice to include backlinks to your site, mention or directly search for your brand depends on others.
Let’s take a look at which link building techniques you can employ to strengthen your authority. Even though they don’t spread authority directly to other pages, they generate traffic and develop brand awareness. In contrast, the “nofollow” attribute prevents the bot from following the link and passing authority to the linked page. To get a link building strategy to work, achieving high-quality backlinks is a must. But keep in mind that quantity and quality work together. There’s no benefit in receiving hundreds of backlinks if they all come from a single domain, untrustworthy site, or placed out of context.
You can get ideas from Google Analytics and Google Search Console, which we previously discussed, or keyword tools, which we’ll learn more about below. They help to diagnose where you’re starting from, base your planning on, make initial optimizations, and begin to track the impact of each action.
Rich snippets offer extra information about your pages to bots and users and highlight your link on SERPs, which tends to increase your click-through-rate . Other aspects concerning image optimization for SEO include the size and format of image files so that they can be quickly loaded and indexed. Through these elements, Google can understand what is in the image, index it correctly in Google Image Search, and it becomes another source of traffic. The alt text should always be a description of the image and contain the keyword. Page URLs are crawled to get a sense of their central focus since they generally use terms that summarize their content. Therefore, as part of your SEO strategy, this tag should feature your keyword, but also incentivize your user to access your page. Again, the piece on the right displays better optimization, with several natural variations of the term, improving the reading experience for users and bots and increasing its chances of a higher position.
Informational search queries are when users are looking for information on a subject, product, or brand. This type of search is valuable because it can lead directly to a sale, as the user is already at a more advanced stage of the process. For example, users may be looking to buy a product, find a store’s address, or compare prices. Navigational search queries are when a user already knows which site they’re looking for and will rarely change their ultimate destination. Thus, you don’t need to worry about a keyword’s exact match.
So even though Google increasingly understands and values natural writing, there are some strategies to optimize your content to reach higher positions, while also improving the reader’s experience. The content needs to be accurate, clear, current, relevant, trustworthy, and, of course, address the user’s intention. Make sure you have a balance between quality and frequency. Always use the first results for a specific keyword to identify how you should approach the subject and what else you can add to it. So, the challenge for an on-page SEO and Content Market strategy is understanding the search intention the way Google does, to deliver to users what they’re looking for.
These optimizations should be integrated within an overall Content Marketing strategy since they largely make use of what’s published on the blog. In this section, we will explore the key optimization factors for an on-page SEO strategy. Are you looking for help to find terms and identify the best opportunities? If a user is interested in Digital Marketing, for example, they may now search for more specific terms on the topic.