Content Marketing: 4 Most Important Web Page Elements Last Updated 1 July, 2015

Tuning Your Digital Intelligence

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With billions of web pages, in order for your page to soar in the search engines, there are certain elements that you must have in each web page. SEO (search engine optimization) has morphed over the years in its' practices. That is nothing new really, all technology morphs over time. Cars are a another example of changing technology. When you are getting ready to publish your content, make sure it has these elements and you will accomplishing some basic SEO principles.

Employ these four techniques on each web page to make sure search engines know what you are providing.

1. Content Above The Fold

Most web sites today are using an image at the top of the page, so "above the fold" means the top half of the page underneath that image which begins the page. If you are not using an image on the top of your page, "above the fold" means the top half of the page.

This content should contain key words. Key words are what you want to be found by in searches performed in a search engine. But, don't over due it. Use the key words in normal conversation tone, don't repeat them over and over.

This content should not contain any links going off your site. If you do put a link in this content don't change it for a year or more. That means, don't change the link and don't change where the link goes. And, if you do use a link, make sure it goes to another page on your site. For example, let's say you are selling apple carts. And, you have a feature page describing the specific benefits of your apple carts. One link in that top half content could be "apple carts" that links to the features page.


2. Relevant Links

The goal of every search engine is to provide the end user with relevant and useful results to a search. To do this, they must separate the wheat from the chaff. Links are one of the factors that search engines use to determine the authority and quality of a site.

Google's latest updates are taking a closer look at links, evaluating their worth, and weighing the content relevancy of the documents or websites to which those links connect. In an effort to provide the end user with the most effective and rewarding online experience, Google has downgraded sites with an abundance of irrelevant links via their most current Penguin algorithm installment.

A relevant link is a link that matches the content from the source of the link. For example, let's say that you have a page that talks about hammers and wrenches that auto repair guys use. You want any link from that page, going to a page off your site, to contains similar content - auto repair tools. For example, you don't want to put a link form that page to a another site with content about certification required to renew a license.

A quality link is a site with a PageRank that exceeds your PageRank.


3. Accurate Meta Tags

Every web page has meta tags that help the search engine decipher the content on your page. Those two tags to make sure you use are for title and description.

Make sure that every page on your site has as has least a meta description. This should be a concise statement, maybe containing key words, that exists in the web page content.

Differentiate the descriptions for different pages. Identical or similar descriptions on every page of a site aren't helpful when individual pages appear in the web results. If you don't have time to create a description for every single page, try to prioritize your content: At the very least, create a description for the critical URLs like your home page and popular pages.


4. Use Content Rich Snippets, Meta Content

Rich Snippets (RS) [aka meta content] provide a small sample of a site’s content on Search Engine Result Pages of search engines such as Google, Yahoo and Bing. They enhance your search listing, making it more enticing for users to click on and easier for search engines to extract information.

Adding Rich Snippets to your site won’t affect the appearance or content of your pages; rather, everything is done behind the scenes in your site’s HTML code. To display RS, you just need to tweak the code of your website with some additional tags.

You need an understanding of HTML to create or edit or create meta content. To review the Meta Content Standards click here.