Here at Digital Results, acting as implementation consultant, talk daily with several businessmen from various sectors and the various pains, experiences, successes, failures and many incredible stories of overcoming.
Each consultant is a new story, a new challenge, a new shared dream. And nothing in the world replaces the experience to talk and close to understanding the experiences of these entrepreneurs.
During the consultations, I see some very common questions, which always begin with a “how.” See the list below and try to identify if you have ever had these thoughts:
How do I do to…
Making an analysis of all these issues we identified that, in general, all these entrepreneurs want to improve the results of actions paid media .
When you think of how to generate results on the internet, it has come to ask: how to make my site be among the top results on Google?
Probably yes, right? Then this article is for you.
I had not thought of that? Aaaah, so really this reading is fully mandatory!
Because? Well, Google has a market share worldwide of over 80%, and if you want to increase the volume of visits, engagement and results of your site and / or your business, pay attention to all the giant ranking factors of searches is one need vita l.
However, if we understand your business and its results do not matter (laughs). If this is the mindset, this post really is not for you.
But you, who wants to have results, keep reading …
There are several factors that make a website bring real results.
The focus of this guide is to show clearly and directly, the ideal structure of a well planned post to generate organic results on Google. The idea is to minimize penalties and increase engagement and conversions.
[Download the template to facilitate the process of building structured content and have performance in organic reach on Google]
But first, we must understand how it works and what the importance of knowing how to design content to Google.
All search engines have what we call organic (free) and also paid results (via monetized ads).
Google is currently the largest search engine in the world with over 80% of global market share. The other search engines such as Bing and Yahoo !, are right behind. Therefore, we will focus on the giant.
Organic search refers to all the results that appear naturally (unpaid) in the pages of search engine search results (also called search engine results pages or SERP).
These results appear according to the keyword searched by the user in the search engine and the results are listed sequentially from the ranking of each site to the searched keyword.
But calm is not so simple.
The ranking of the results that appear on Google is based on over 200 variables that positively or negatively qualify the positioning of each site.
These ranking factors involve, for example, the keyword searched by the user, the quality, relevance and domain authority, the amount of links that are pointing to the site, page structure, code quality, and so on .
These variables that define the ranking of results is monitored through Google ninja algorithm, this algorithm that evolves daily and that every passing day, it becomes more intelligent. He excels at a great goal: the relevance .
Have you ever wondered “how do I get my site among the top results of Google?”
This is the famous question whose answer is worth (at least) 100 million.
S ccording to one study by MOZ , the first result gets almost 35% of clicks, while the second receives 15%. And so it goes. Each time you move your site loses over the first results and the first page, click the metric versus impressions (CTR) get worse.
That is, it is very important that your website and its contents are positioned among the top results of Google!
Another important point raised by MOZ is that companies that are among the first results are seen by users as leaders in their segments, and this brings very positive results for them in every aspect.
Google’s algorithm is extremely complex, and does not reveal all the parameters needed to place a site among the top results.
If someone offers you the exit to get to the first Google results in magically, be suspicious. You are probably being scammed.
On the other hand, fortunately there are several good proven SEO practices that help improve the ranking of sites. SEO techniques on-page and off-page are essential to your site or content to be well regarded by Google and gain higher positions.
This guide is focused on showing how to structure your content in accordance with the latest rules of the Google algorithm and thus accelerate the process of ranking towards the first results.
You search your business generate more Leads, is a reference and increase revenue? Know that companies that adopt Content Marketing generate four times more visits and 5 times more Leads.
Before we define the content to be developed, we need to plan for whom it is directed and which goals and metrics we want to achieve, and raise what competitors are doing better or worse in relation to the proposed theme.
Along with these questions, we need to understand how the techniques for SEO on-page , which are precisely the activities and how the process of optimizing content with priority on organic ranking for Google.
The definition of personas , the right way, totally assists in directing the content to be produced and points, including what the best channels for promotion.
The survey of personas is vital to your success. After all, it will be read by people who are looking for something that is relevant to a question, to solve a problem or help to make a buying decision.
We will not go deep into the meaning and importance of personas in this post. But this is a very important step, and if you do not know how the process works, I recommend this free kit of Personas and Purchase Journey with materials that will help you relate to your audience efficiently and generate more business opportunities.
The significance of benchmarking is nothing more than the act of lifting companies in the same industry that its investigating in depth the best practices that are being carried out and that can be adapted to your company.
In the case of content, you can research what companies or blogs taken as a reference on the subject, listing what actions, themes and formats that had better performance and engagement.
To attract organic visits is vital to choose the keywords finger. You must understand that for no good producing great content if no one search for the topic on Google and other search engines .
It is necessary to pay attention to what keywords your content is focused on to rank on Google. To learn more about it, check out this material Digital Results: [eBook + Worksheet] Search keyword: it is and how to do .
There are several tools that can help in lifting the ideal keywords for your content. See the post of SEO Tools: everything you need to know to better optimize your site.
LSI stands for Latent Semantic Indexing, or latent semantic indexing in Portuguese.
Simply put, the LSI keywords were created so that the robot (also known as crawler, spider or engine, performs the function of reaching the sites, read the information, scan it and store the data found on the server) search engine to track not only the keyword that the user sought, but also the synonyms and related phrases that are searched.
Thus, the search is much more intuitive and relevant.
Example: if you search for “TV”, the LSI keywords shown would be something like “television prices,” “UHF antenna for television,” and other related issues that users are seeking.
Your content should also pay attention to LSI Keywords, and it is recommended that you use these words in the course of your post.
To learn more, read the article What is semantic search and how to use it in the production of content?
Tip: Google, when you do a search, scroll to the bottom of the search results list and see that appear several suggestions LSI keywords in bold, underlined. You can do some tests using these results to get insights for your post as well.
A content can have many different shapes. The definition of personas and a good benchmarking certainly help you decide which is best for each material.
The important thing is to diversify shapes. This will help you to climb the production, publishing more posts and to rank for more keywords.
Want to know how? Read our free eBook: 31 types of content that you can produce for your blog .
The content structure you will see below was organized following several good practices of SEO and Inbound Marketing and based on several studies published by major market players, as Backlinko , MOZ , Neil Patel , Wil Reynolds , Yoast SEO and others
Of course, besides all the authorities on the subject, I have relied mainly on experiments that have already experienced and who have had success in SEO.
The idea is that you read all of the items in sequence, understand the importance of each one, create a copy of the template and use it to their contents, articles and posts.
If you follow it, will certainly increase the organic results of your blog or site content in the medium and long term.
Let the step by step!
One of the main items that the Google robot looks and is considered one of the most important is the page address – or, in this case, the address of your post.
Keep short URLs and in the case of space, use the “-” instead of “_”.
The title tag, as it is technically called SEO, is one of the main points of attention that you must have before you create content focused on organic results and one of the first parameters analyzed by search engines.
This tag will appear in the browser tab when your page open and must contain the keyword focus contained in the post, as well as a good context. Stay tuned to the character limit, which is approximately 65, and, if possible, use the word in the title.
A good title is vital to your page to be well regarded by search engines. Moreover, it needs to be attractive, since the CTR (impressions vs. clicks) is also a ranking factor.
The title tag is configured by HTML tag <title> YOUR TEXT </ title>.
Check out this post on the blog Digital results to better understand how the TAG Title .
Already the HTML meta tag <meta name = “description”> is the description of its content and has high importance and specific details.
Google does not monitor keywords in the meta description tag and this is NOT organic ranking factor, but directly influences the CTR (impressions vs. clicks), which, as said before, is a factor in ranking ..
For this reason, many companies and SEO and marketing professionals do not give it the attention it should have.
Think that when someone does a Google search, type one or more keywords that generate multiple results.
But the ranking is not the only goal that content should look. One must think of relevance and a good volume of CTR.
The post quoted above , developed by our marketing specialist, Ricardo Palma , will also help to better understand how to structure the meta description of your post in the right way.
Always use the html tag <h1> for your title. This tag should be used to organize the post and is indicated to be used for your main title.
This post Neil Patel on creating the perfect H1 tags for SEO can help you understand more.
Set the focus keyword using one or more SEO tools and use it and m its title. One of the first items checked by Google ‘s search robot is precisely the keyword in the title.
This content produced by Yoast SEO teaches more about choosing the perfect keyword for your post.
Search by keyword focus on Google and see there at the bottom which are the LSI suggested. If you think it makes sense, use it to your title, as the LSI show what users are looking for with respect to the main term.
Seek to clarify the problem, pain, challenge or solution that will solve your post, and do not forget that the title should talk to the persona for which content is being done. Avoid creating very titles that exceed 65 characters, they will be cut in the results.
The <h2> should be used in all the headings of its content and can be repeated as often as you see fit.
The same keyword used in the title can be used especially in the first subtitle (the caption will be below the main title).
Create context around the term, dismember the problem / pain / solution that will be addressed for the user to better understand what it is about the content and decide whether it is really important to him.
It is interesting to use the LSI Keywords in as many possible subtitles.
But you need not be cast in it. If it does not to use or does not make sense in certain subtitle, do not use.
As we have said, you should dismember the problems, solutions, challenges and pains that content solves. Also try not to create a long text for the subtitle is not confused.
It is important to separate your content among several captions to become more scannable and easy to read.
Remember: Avoid very long paragraphs and put new subtitles between large amounts of text.
And do not forget also the other title tags <h3> <h4> <h5> and <h6>
Tags ranging from h2 to h6 serve to mark important points of the content. They function as sub-items and can be used without parsimony.
Check out this post from Master Agency on heading tags and the correct way to use them.
The introduction begins with the first paragraph after the main heading. In this part it is also important that you try to use the focus keyword and LSI keywords fluidly and always in context.
Google’s search algorithm as well, according to studies, monitors the use of keywords in the first paragraph.
A good introduction is very important to position and give a warm welcome to the user.
It is the space you have to tell a little more why the content was written, what problems it solves and for whom it is intended (persona).
Also read Article 6 tips for writing introductions of attractive posts .
At the beginning of the page, preferably before the first roll screen, create an ordered list (numeric, with bullets, arrows etc.) using all subheadings that divide their content (so it is important you divide well the subtitles during from page). So everything is more organized, improving the user experience with your page.
See this great example of the blog Digital Results on Email Marketing, using a list with arrows and links . When the reader clicks on one of these list items, is directed to the desired content:
Add an anchor link (which are like links to the text items in the post about email DR cited above ) on each item of the summary. This link should take the user to exactly the part of the page where the topic is.
The anchor links will further enhance the user experience and, of course, your page will be scored positively by Google, considering that the main concern of the seeker is relevant and user experience on pages that make up the ranking.
Content written for the internet should be well divided into small blocks of text. Try not to exceed more than 4 lines in each paragraph. This division makes reading easier and increases escaneabilidade text.
Users who access their content may be using a mobile phone, tablet, laptop or a computer. Another reason to leave the paragraphs of a few lines and well divided, improving the browsing experience and ease of use on all devices.
It is noteworthy that one need not worsen the quality of your text, creating bizarre and unnecessary divisions.
Google search robot monitors the quantity and quality of internal links (those that lead to other links on the same site) pages, positively scoring areas that lead the user to contents that complement the context.
During the development of content, map which phrases may contain links to other pages of your site. Note that the page to which the user will be forwarded should be relevant and complement the meaning of the sentence that has been linked.
Another good practice is to always link using the context, ie selecting phrases that have to do with the landing page.
Avoid internal links such as “click here to access.” Instead enter the link in phrases like “deepen up this matter through our post on XYZ.”
External links are also important, even more than internal links. Google monitors the way the relevance, quality and quantity of links. And, to boot, if the site you mentioned like your content, your page may get a link referencing your post.
When other sites link to yours, you increase the authority of your domain and up positions in the Google ranking. The more links your site receives from external site, more authority and position your page gets.
Google frowns on this practice to share links from other sites. Make this activity a habit, create quality materials and seek to receive links to external sites that have authority.
After planning and definition of the content to be developed, do a search of external sites materials that complement parts of your. Try to put at least one external link on every post you make and search sites that really are references on the subject.
The better and more related to your content for the referenced site, the greater the chance for you to make links and ranking.
A CTA, English Call-to-Action , is nothing more than a call to action, which seeks to encourage the reader to make a decision in the course content.
Usually called a CTA takes a verb in the imperative, as “see”, “make”, “see”, “read” or even “I want to know more,” “I want to increase my results” and so on.
That’s where we come into another super important item, the copy of your CTA.
Derived theme copywriting , it is a technique that involves the process of writing texts and strategically guide the reader, in a planned and structured to a decision.
Guide a person and influence her decision making in a text is not an easy task. In fact, it requires different understandings of the audience and psychological fields of study, such as persuasion , mental triggers and technical rapport .
To persuade and create a natural connection with your audience, we can use various techniques, how to arouse curiosity, sense of exclusivity, use or create emotional connections storytelling .
You need to use copywriting techniques in all CTAs of your post and, more than that, use the same techniques throughout your content.
In addition to deeply know your audience and structure well the copies, it is vital to know where to position the right and CTAs time.
See for example this post on the blog RD, entitled Customer Match: How to Use Your Leads base to optimize campaigns in AdWords .
Analyze the structure related action calls throughout the material. Is perfect!
In short, connect your content to another in time, either to an internal or external link. Focus on relevance to the CTA generates for the reader with respect to the proposed theme and use it to your advantage.
Using video materials, mixing them with images, galleries, ordered lists or blocks of information, greatly helps in ranking.
Google needs to feel that your content is relevant and that users who visit get some time on the page.
So the more the material is interactive and easy to consume on all devices, the better the visitors of the time spent on your site and, consequently, the better the experience provided to readers.
Relevance, ease of use and quality are factors that will surely make a difference , not only to your readers but also for ranking content in Google search results.
Another point concerns the videos with transcription.
Place content that complement the post information is super important. But beyond that, we have recently proven technique that helps even more in the organic range of videos: transcription using relevant keywords.
A great example of this are the posts of MOZ , one of the largest worldwide reference in existing SEO sites.
Note that in addition to using the whole structure already mentioned, the company diversifies very well how the user can consume the post.
Structuring it in video, images of used pictures, audio chronicling all content and even the full transcript of the main video. Simply perfect!
During a post, sharing plugins for social networks help much to encourage users to share the post with friends and contacts.
Content can viralized and take greater proportions, both in terms of ranking in Google and in relation to the disclosure to your audience organically and accelerated manner.
Use buttons, plugins and links that take the reader to share content.
Just as social networking plugins, insert a space for comments on each post also helps in ranking and viralization.