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SEO Guidelines PART 3 - OPTIMISING WEBSITE CONTENT

  • August 16, 2019
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3.0 Optimise your website content using your Keywords/Phrases

You have now told the Search Engines exactly where your website is and how its pages are constructed(Sitemaps). The Search Engines are now indexing(scanning) your pages on a regular basis to find out what content (Words/Images/Videos/ Social Media etc) is in your website. 

By indexing your pages the Search Engines can help their users find exactly what they need when users type in keywords/phrases. The Search Engines scan for the words in your website that match up to a user's Search query. When found, they will rank your site based on their current search algorithm, which of course is top secret. 

It stands to reason therefore that if a user searches using a query/keyword/phrase that is NOT in your website then you won't be ranked for that query/keyword/phrase. For example if someone types in 'builder liverpool' and your website does contain either of the words 'builder' and/or 'liverpool' or better still 'builder liverpool' then the chances of ranking anywhere in the Search Engine results listings for those two keywords will be low if not zero.

This is where keyword/phrase content optimisation comes in. You can place these keywords/phrases in your content in relevant places to ensure a Search Engine can find them, therefore hopefully encouraging the Search Engines to list your website in the rankings. A user can then click on the listed result to your website.

You should already ideally have a core list of keywords/phrases before starting Search Engine Optimisation(SEO) as set out at the beginning of these instructions. This list is now needed. Here is a reminder of a typical list of keywords/phrases for our made up business Liverpool Builders.

  • builder liverpool
  • bathroom extension
  • garage extension
  • loft extension
  • house builder
  • barn conversion

Now get yours together for the next part


3.0.1 Joomla CMS - Keyword placement

You will need to insert your Keywords/phrases into the relevant parts of your Joomla website . The 4 main locations we will focus on to Search Engine Optimise your website are

3.0.1A - Home Page (Title, Description & Keywords tag)
3.0.1B - Article Content
3.0.1C - Image Alt Text
3.0.1D - Other Page Titles & Descriptions


3.0.1A - Insert Keywords/Phrases into your Home Page

Components/sh404SEF/SEF Urls/Press 'home page meta' button.

'Page Title' - Insert yours including some keywords above. For example...

Liverpool Builders | Fabrication |  Construction | Weathershield | Garden Rooms

'Description tag' - Insert yours including some keywords above, but they have to read well! For example...

Consisting of 4 specialist services, Liverpool Builders offer a comprehensive design led solution that incorporates over 15 yrs of experience and works alongside the needs of Architects and Main Contractors.

'Keywords tag' - Insert your own keywords/phrases. For example...

building fabrication,industrial construction,commercial construction,domestic construction,roofing,weatherproofing,steel structures,playground construction,insulated render,renovation,weathershield,garden rooms,project management,weather damage repair


The coloured boxes will indicate if you have used the recommended numbers of characters eg Red indicates you have gone over slightly. These are indicators only, you do not need to enable the exact number + or - a few characters either way is OK.

Press 'Save & Close' button


If for whatever reason your have sh404SEF switched off or are not using it then you can insert your Description & Keywords into your Joomla Global Config Metadata Settings instead

System/Global Configuration/Metadata Setting (The title Meta data is derived from your Home page title so change the Home page Article title as required)

Warning: Any data in System/Global Configuration/Metadata will override the SH404SEF settings above if using SH404SEF so make sure there is nothing in the settings. 


3.0.1B - Insert Keywords/Phrases into your other Page Titles & Description

By default the component sh404SEF automatically generates the titles for each page based on your article title. If you do wish to change them simply place them in the relevant pages as below instructions...

Components/sh404SEF/Title & Metas

All the page links on your website will be listed. Find the main ones and insert a 'Page Title' and a 'Description Tag' for each. You dont have to complete everyone of them initially, focus on the important ones such as your main menu headings like 'about us' and 'our services' for example then as you progress with SEO you can complete the other pages. Use the search box in sh404SEF to find specific page urls.


3.0.1C - Insert Keywords/Phrases into Content

In Joomla you use Articles to build your website pages. In your Articles ensure you include your Keywords/phrases in the body of your text in the appropriate pages. Do not insert all your keywords in all of your pages.

The Search Engines will know you are trying to overload your content with keywords. Well written, relevant and useful content is important, not inserting keywords everywhere in a random manner. Google will derank any websites it finds abusing keywords.


3.0.1D - Image Alt Text

Alt Text is the text that pops up when you hover over an image in a webpage. Image Alt Text optimisation is often neglected in SEO but is a very useful additional method for improving your SEO.

The search Engines will find images and label them as found.

For example if an image of a building project does not have any Alt Text but has a filename of Untitled_02314.jpg it will be automatically given the Alt Text Untitled_02314 by the Search Engines because they cannot find any other description for that image.

If you want to give the Search Engines a chance of understanding what an image is and helping your SEO, a real description of this image is a great improvement. Ideally include some of your keywords/phrases in the descriptions. So for example the Search Engines find at image entitled Bathroom Extension Liverpool rather than Untitled_02314

If using the Images and Links tab in an article, simply add an Alt Text in the 'Alt Text' box  

If using an image in Article content, right click the image, select Insert/Edit image and insert/edit the 'Alternate Text' box



3.0.2 WordPress - Keyword placement

You will need to insert your Keywords/phrases into the relevant parts of your WP website . The 4 main locations we will focus on to Search Engine Optimise your website are

3.0.2A - Home Page (Focus Keyword, Snippet(SEO Title & Description))
3.0.2B - Other Page Titles & Descriptions and Page Content
3.0.2C - Image Alt Text
3.0.2D - Yoast SEO Plugin Wizard
3.0.2E - Wordfence warnings


3.0.2A - Insert Keywords/Phrases (Metadata)  into your Home(Front) Page

Open your WordPress home(front) page. Towards the bottom of the page click 'Edit Snippet'

'SEO Title' - Insert yours (Include some relevant keywords) For example...

Liverpool Builders | Fabrication |  Construction | Weathershield | Garden Rooms

'Meta Description' - Insert yours again including some relevant keywords. Too many words and you get the red text! For example...

Consisting of 4 specialist services, Liverpool Builders offer a comprehensive design led solution that incorporates over 15 yrs of experience and works alongside the needs of Architects and Main Contractors.

Add a Focus Keyword for the Home Page

'Update' your WordPress home page when completed

NOTE: Ensure Yoast Force rewrite is set to Enabled. If not Yoast will add the site title to all titles making them too long.

SEO/Site Appearance/General/Click Enabled. Option may not be available depending on the Theme used.


3.0.2B - Insert Keywords/Phrases (Metadata) into your other Pages

Go the through the main core pages in your WordPress website and apply the same as above to each of them. The Wordpress Yoast Plugin will automatically put default basic info down for SEO purposes so you don't have to edit each page, however, if you really want to target those keywords then get them placed in your pages like you did with the home page above..


Insert Keywords/Phrases into Page Content

Ensure you include your Keywords/phrases in the body of your content in the appropriate pages. Do not insert all your keywords in all of your pages however. The Search Engines will know if you are trying to overload your content with keywords. Well written, relevant and useful content is important, not inserting keywords everywhere in a random manner. Google will derank any websites it finds abusing keywords.


3.0.2C - Image Alt Text

Alt Text is the text that pops up when you hover over an image in a webpage. Image Alt Text optimisation is often neglected in SEO but is a very useful additional method for improving your SEO.

The search Engines will find images and label them as found.

For example if an image of a building project does not have any Alt Text but has a filename of Untitled_02314.jpg it will be automatically given the Alt Text Untitled_02314 by the Search Engines because they cannot find any other description for that image.

If you want to give the Search Engines a chance of understanding what an image is and helping your SEO, a real description of this image is a great improvement. Ideally include some of your keywords/phrases in the descriptions. So for example the Search Engines find at image entitled Bathroom Extension Liverpool rather than Untitled_02314

In WordPress use the Media Manager to go through each image and give it a relevant Title AND Alt Text at least. To fully apply SEO to your images you can also add a short Description with some of your keywords included.

For images used in content, click the image, click the pencil edit icon and insert/edit into the 'Alternate Text' box

Important note if using the WP LayerSlider Plugin

The layers used to build up the slider use images that are not taken from the media library so these layers will need individually giving a Title AND Alt text at least.


3.0.2D - Yoast SEO Wizard

It is recommended to run through the Yoast Plugin SEO 'Configuration Wizard' to check Yoast is working as well as it can to help SEO your website.

This will include the option to link up with your Property on Google Search Console(As configured previously) which can be useful in suggesting SEO improvements.


3.0.2E - WordFence Warnings

Check with the Plugin WordFence for any out of date/abandoned Plugins that may lead to hacking attempts. All hacking attempts or vulnerabilities will affect your SEO in the long run. Security and trust are a major issue when it comes to Search Engine website reputation. If actions are taken run a scan again after to check status.


3.1 Use H1/H2 page headings

By default the search Engines look for what are called HTML headings to try and make sense of page content. 

If a page is a mass of words it tries to make sense of the page by breaking it down into understandable parts. 

However if you use headings you are clearly setting out how your content should be organised/indexed.

There are 6 main headings

Heading 01 (H1) Usually the largest Font
Heading 02 (H2)
Heading 03 (H3)
Heading 04 (H4)
Heading 05 (H5)
Heading 06 (H6) Usually the smallest font

So for example your content can be organised as such

Example without headings(BAD)

In this example the search engines simply see a list without any organisation

Our Services
Service A
This is our service A its great and comprises of the following things
Thing 1
Thing one is great we love it.
Thing 2
Thing two is even better

Example with headings(GOOD)

In this example Google can see there is a main heading called 'Our Services' and under it there is 'Service A' comprising of 'Thing 1' and 'Thing' 2' both with a description underneath them

Our Services (Heading 01)

Service A(Heading 02)
This is our service A its great and comprises of the following things

Thing 1 (Heading 03)
Thing one is great we love it.

Thing 2 (Heading 03)
Thing two is great too we love it too.

The search Engines can therefore use these headings to further make sense of your content therefore helping its users find the right information.


Joomla Plugin to help

By default there is a Joomla Plugin installed called 'System Header Tags' this plugin automatically takes the title of a page and renders it as Heading H1 so the search Engines can identify it clearly. Ensure this plugin is enabled and Content area is set to 'Entire page'


How to apply headings to your own content

  • Edit your WordPress Page or Joomla Article
  • Drag and select over a heading you wish to mark/identify as a html heading
  • From the drop down editor menu labelled select the heading you wish it to be(will differ according to editor installed)
  • Do not worry about styling your headings. Styling is automatically applied
  • Take a look at the edited page in the front end and you should see your headings now displayed as applied in the editor


3.3 Content/Sitemap tidy up

In order to further improve your SEO it is critical to also remove/tidy up any content on your website that is unnecessary, confusing or not relevant. The following tasks will help with this


A - Unpublish/delete unused WordPress Pages or Joomla Articles

Ensure any Pages/Posts/Articles that are not relevant or needed on the website are unpublished/made draft if they might be needed at a later date or deleted if not required at all


B - Unpublish/delete unused WordPress Post Categories or Joomla Article Categories

Ensure any Joomla Article Categories that are not relevant or needed on the website are unpublished if they might be needed at a later date or deleted if not required at all. Unpublish/Delete Joomla Article categories that have no Articles associated with them.


C - Joomla only - Unpublish Website Sitemap Data Sources that don't need to be mapped

By default a page is created for users to see your Sitemaps visually in addition to the sitemap pages we set up earlier for the Search Engines to use to index your website. This visual representation of your website Sitemap can be seen by using the following link yourdomain.com/sitemap eg

liverpoolbuildingservices.co.uk/sitemap

Some Sitemap Data Sources however can be removed from your Sitemap information as they may confuse and/or are not relevant to Search Engines. To unpublish these, login to Joomla admin and click 

Components/JSitemap Pro/Sitemap Data Sources.

The following Sitemap Data Sources can be published as required depending on your requirements

  • Main Menu
  • Top Menu
  • EDocman documents
  • Content
  • Products Menu
  • Default contents source

The following Sitemap Data Sources can safely be unpublished as they do not need to be indexed by the search engines

  • Droppics menu
  • Hidden Menu
  • User/Author Menu
  • System Menu

Revisit your sitemaps page to see the data sources displayed eg liverpoolbuildingservices.co.uk/sitemap

Remove any unwanted sitemaps as required


D - Joomla only - Styling the website visual sitemap page

The sitemap page eg liverpoolbuildingservices.co.uk/sitemap can be displayed in different ways

This page can be configured to display in different ways as follows

Components/JSiteMap Pro/Configuration/’Sitemap Aspect’

Typical settings could be as follows but the choice is yours

  • Sitemap template - ‘Mindmap SCK’
  • Change ‘Root boxes color’ to match your website colour
  • Change ‘Root boxes border color’ to match your website colour
  • Expand/Collapse iconset change to 'Square grey'
  • Under ‘Rendering’ set Expand all to 'Yes'
  • If you have a lot of pages consider setting above to 'No' but setting 'Expand first Level to 'Yes'
  • Press 'Save configuration' button
  • Refresh your page eg liverpoolbuildingservices.co.uk/sitemap to see the changes displayed

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