Words on the page

Recommended

• Put the main phrase where readers look first

  SEO-30

  Use the page's primary phrase, or a close variant, in the title, the h1, the first paragraph and at least one subheading. Put it in the first 30 characters of the title.

• Name the address after the topic

  SEO-31

  Build each new page's address slug from its primary phrase, in two to five words. Never rename a live address only to add a keyword.

• Write link text that names the target page

  SEO-32

  Write each internal link's text as a short name for the page it points to, often its primary phrase. Never use "click here" or "read more", and never stuff every related keyword into one link.

• Write the meta description for the click

  SEO-33

  Write each page's meta description as a reason to click. Say what the page answers in full sentences, with the primary phrase or a variant once and no list of keywords.

• Write for the reader with no density target

  SEO-34

  Use the phrase as often as the text needs it, and set no keyword density or word count target. A page ends when the question is answered.

• Use one h1 and keep headings in order

  SEO-10

  Give every page exactly one h1, and a heading outline that never skips a level. Never use headings just for their look.

Avoid

• Relying on the keywords meta tag

  SEO-35

  A <meta name="keywords"> tag on any page. Google does not use it, and it hands your keyword list to competitors.