You’ve finished your keyword research… Good! But for now we only have a handful of phrases ranked by traffic and difficulty. How do I apply them to the pages and articles on my website? Here comes the part where we have to get much more technical, so pay attention!
The following points will be useful for those people who develop their website in HTML code, either on their own or to know what instructions to give the developer (and check that he does his job well)
If you develop your website with WordPress or another content manager, you can ignore the tags and only pay attention to the concepts, since the way to apply these changes will be different.
Metadata: the text we write for Google
The metadata is content that is not visible to users but of great value to Google and the rest of the search engines, since with this information it constitutes the text that will have the result that users will read in the search. They are added to pages and articles within the <head> tag.
The <title> tag is used and it is the one that will give the name to the page in the browser tab, but also the title that the search will show. The key phrase must always be included in it (preferably at the beginning) and must be attractive to Internet users.
It must be no longer than 70 characters, and easy to read.
It is about the address of each page, it must be clear, contain the key phrase, not use symbols or numbers or be too long.
In this way, it will be easier to type in the address bar and it will give a correct hierarchy to our content.
If we use the <meta> tag with its name=’description’ attribute, we will change the description that will be displayed in Google searches below the title and URL. This text fragment must have the keywords that we want to attack with our SEO, how their synonyms and some call to action that invites users to visit you.
They are small pieces of code that tell search engines information about your site, using them correctly can get you up in search (using them incorrectly can get you penalized). The most used rich snippets or fragments are those of Schema.