On-Page SEO Optimization

OTime to complete: 5 hours

This project will walk you through optimizing your website for better on-page SEO.

Completing these steps will allow you to:

  • Improve your SEO.
  • Increase the organic rank of your website on search engine results pages.
  • Increase the online traffic to your website.
Step 1: Pick one page to optimize
Learn how

To-do

  1. Navigate to the Page Performance tool.
  2. Click on Views to sort pages by those with the most views, and pick one page to optimize.

Example

Pro Tip

Start with the page that is generating the most traffic to your website.  Focus first on the most-viewed pages to gain the maximum return for your efforts - then work your way down.
Learn how to use the Page Performance tool
 
Step 2: Pick a primary keyword
Learn how

To-do

  1. Complete the Keyword Research project to find the right keyword to use for this page.

Example

Pro Tip

The page that you choose to optimize should have one primary keyword. That keyword (or keyword phrase) should best describe the content of the page.
Learn how to select the right keyword
 
Step 3: Add the keyword to the page title and URL
Learn how

To-do

  1. Head to the blog post or landing page that you've selected, and click through to edit it.
  2. Click on Settings to add your primary keyword to the Page Title.
    1. If optimizing a website page, include your company name as well.  Use the vertical bar or pipe to separate the two (Primary Keyword | Company Name).
    2. If optimizing a blog post, simply use the title of your blog post, which should include the primary keyword.
  3. Click on Settings to add your primary keyword to the URL.
    1. If using a keyword phrase, use dashes to separate words (companyname.com/keyword-phrase).

Example

Pro Tip

When editing a live URL, HubSpot will automatically set up a 301 Redirect for your old page.  This saves all of the SEO credit for the page, and makes it so that only the new URL will show up in Google.  It also ensures that you don't break any links to the old page.  Lastly, it will keep all of your old data right in HubSpot!
Learn how to edit a blog post
 
Step 4: Add the keyword to the headers and content
Learn how

To-do

  1. Add your primary keyword to the headers on the page and the body of your content.

 

 

Example

Pro Tip

Use the keyword naturally throughout the page, and don't be afraid of varying its syntax (ie - "dog treats", "doggy treats", "treats for dogs").  Search engines will understand variants and even synonyms.

Step 5: Include links in your content
Learn how

To-do

  1. Use the Link button to include relevant links within your content.
    1. Link to your related blog posts or other internal pages.
    2. Link to useful outside content.

Example

Pro Tip

Make sure to hyperlink text that contains relevant keywords that you'd like to rank for (ie - a blog post on cat gifs, instead of a blog post on cat gifs).
Learn how to add a link to your content
 
Step 6: Add the keyword to your image alt-text
Learn how

To-do

  1. Add an image to the page.
  2. Click the image, then click on Edit Image to add your keyword into the image alt-text.

Example

Pro Tip

Search engines can't read images - they can only read text.  Adding alt-text to an image allows for the search engine to understand it and to add that image to their Image searches.
Learn how to add alt-text to an image
 
Step 7: Add the keyword to the meta description
Learn how

To-do

  1. Click on Settings and add your primary keyword to the meta description.

Example

Pro Tip

A meta description is the short summary below the link (or title) of your page in the search result.  It should be 1-2 sentences or under 140 characters. Its optimization can improve the click-through rate to your page.
Need help getting started?
Learn how to add in a meta description
Step 8: Edit your page to promote a good user experience
Learn how

To-do

  1. Edit your content so that it is personalized and relevant to your buyer personas.
  2. Make sure your website is intuitive and easy to browse (in other words, accessible by both users and search engines).
  3. Don’t make users search for what they need. Provide clear calls-to-action, and you’ll convert those visitors into contacts, leads, and -- eventually -- customers.

Example

Pro Tip

At the end of the day, you should be optimizing for your users first and foremost.  Once they arrive on your site, you want them to stay there - Google notices when someone bounces quickly from your page, which can count against it.
Step 9: Review and fix any on-page SEO errors
Learn how

To-do

  1. Click on the SEO Optimize button.
  2. Review the To Do list show in the report and fix any errors.


Example

Pro Tip

If you've followed all of the steps so far, the To Do list may include the page load time.  If your time is too slow, check the size of the images, videos or graphics on the page - larger files will slow it down.
Learn how to use the SEO Optimize tool
 

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