In “Page Optimization” in Moz Pro, you can track a page for a given keyword to find how well optimized it is. In “Discover,” you can add new optimization tracking for pages that are already ranking for keywords.
Process
1. Resolve SEO issues
2. Brainstorm SEO attribute ideas
- Start with highest ranking pages.
- Brainstorm 5 attributes per page. Do this outside CMS to avoid rapid changes of the actual content which might look suspicious to Google.
- Description
- Image
- H1
- H2
- H3
3. Use tips below to optimize existing attributes
Tips
General
- Search for keywords to see which search features are used by Google. Optimize for these.
- Take inventory of any pages ranking #1 for a keyword that do not appear in the search features. Check how currently featured content is formatted on their site and replicate on yours. Add optimization for that search feature.
Title
- Sales pitch to win the click
- Similar to ad copy
- Think about value prop, answering questions, alleviating fears
- Use keyword in the title, preferably near the beginning
- Every page should target a different concept or else the higher page in the site’s hierarchy may rank higher even if it is not the page you want to rank
- 55-60 characters or risk truncation in the results
- Help searcher understand the value of the answer and the value the searcher is seeking
Description
- Doesn’t impact search ranking but does impact the click
- Look at existing value propositions of ranking results and what is missing from them
- Keyword near beginning, but make it readable first
- Up to 300 characters but complete thought in 150 characters. (Sounds like 150 is where you need to be.)
- Align to content. Don’t oversell or lie about content. Will be penalized.
- Call to actions work depending on industry and sales funnel phase
- Price if target keyword is related
- Should work with the title
Images
- May appear in image strip on SERP, resulting in higher positioning
- Enhance visit and play part in conversion
- When you search for a keyword, is “Images” right after “All” on SERP? If so, Google values images highly for that result.
- Page views decrease significantly as page load times increase. In their example, 0.19 second load time had ~3,200 page views. 0.96 second load time had ~1,500 page views.
- See problems in Moz Pro campaign “Content Issues” under “Site Crawl”
- Creative and relevant images
- Personal images are best
- Descriptive file names and alt text
Headers
- About structure, not style. Indicate information hierarchy.
H1
- Main topic of page
- Primary keyword
H2+
- Sub topics of headers above
- Related keywords