Build content with SEO-aware keywords and notations in mind

When building content, you should stick to keywords and notations.
Word order and unification of notation also affect the search results, so it is important to squeeze the details. Be especially careful when limiting your target area.

  • Incorporate keywords at the outline stage
  • Appropriately describe the word order of keywords
  • Optimize your content for your area
  • Include keywords in your headline as much as possible
  • Keep in mind simple and moderately long headlines
  • Clarify the hierarchical structure of tags

Solidify content outlines

When actually thinking about writing content, the first important thing is to create an outline of the content.
An outline is a draft that uses words and short keywords to show the whole picture of a sentence. It also looks like a table of contents, and this outline becomes a blueprint for the entire article, so write it down firmly.

The outline should be written with the image of writing the title and heading of the content directly.
When writing out titles and headlines, you should carefully consider the target keywords and write them so that they are included as much as However, you don't have to force all the keywords. The most important thing about content is that it is easy for users to read and that it conveys what is important.

Also, at the outline stage, check the direction and consistency of the content, and rewrite it many times until you are satisfied.
It's easy to modify at the outline stage, but modifying or changing after writing the content can be a daunting task. Make sure you have a solid foundation in advance so that you don't spend a lot of time and effort.

Once you have an outline, start writing content along it. At this time, pay attention to whether the target keyword is included, and be aware of writing the points you want to convey.

Keyword word order

When writing content, you enter keywords, but what you should be careful about at this time is the word order of the keywords. Search engines look not only at what words are in the content, but also in what order they are included. in short,The notation "buy a wedding ring" and the notation "buy a ring for marriage" have different meanings, so the search engine's way of thinking is also different.That's right.

Therefore, the search results differ between the search keyword "wedding ring" and the search keyword "ring marriage". Make sure you anticipate your search keywords and pay attention to the order in which they appear in your content.

For example, if you want to optimize for the search keyword "wedding ring", the content should be listed in the order of "wedding → ring". On the contrary, if you want to optimize for the search keyword "ring marriage", it is better to list in the order of "ring → marriage".

By the way, such word order matching conditions are also used in listing advertisements (search-linked advertisements), and are called "phrase matching".

The role of the headline

Heading example

In the previous story, when considering the outline of the content, I think that I wrote out the headline roughly, but here I will deepen the headline further. In the first place, a headline simply shows the main theme or content of the content to the visitor. It's important not only for users but also for search engines to understand the content, so let's optimize it strictly at the tag level.

HTML uses a dedicated h tag to specify the heading. Use h1 tag, h2 tag, h3 tag, h4 tag, h5 tag, h6 tag, etc., with numbers added step by step according to the purpose. The smaller this number, the more important the headline and the larger the font size of the headline.

In particular, the h1 tag with the smallest number is also called a big headline, and since it simply explains the content in the page, it has been regarded as important for a long time as well as the page title.By properly using this h tag, the user will be able to easily understand the content, and it will be possible to firmly convey the logical structure of the content to the search engine..

Headlines and keywords

Keyword example
Earlier, I explained that when writing a headline, you should carefully consider the target keyword and write it so that it is included as much as possible. However, just because a headline contains a keyword does not mean that you can directly expect a significant improvement in search ranking.

However, it is important for SEO to correctly convey the document structure of each web page to search engines.Include keywords in your headlines as much as possible to enhance indirect effects.. Then, you should design clear HTML by appropriately allocating h tags that are divided into stages for each hierarchy.

How to decide the headline

Here, let's hold down how to decide a specific headline. In particular, I will explain the procedure related to the h tag by focusing on three points.

How to include keywords

As mentioned above, in the h tag, especially the h1 tag that specifies the big headline, try to include the target keyword as much as possible. However, at this time, it is recommended to describe it as simply as possible.If the headline is overloaded with certain keywords, it may be spammed by search engines.Because. Try to set a natural and simple headline.

Number of characters in the headline

Be careful of the hierarchy of headings
The h tag is an element that specifies the heading, but basically there is no limit on the number of characters. That said, try to avoid specifying long sentences with sloppyness.It's just a "heading", so it should fit within the appropriate number of characters... Things that are hard for users to read are also hard to be evaluated by search engines. Also, keep the length appropriate, considering that it is an element that is not displayed on the search engine search result page, such as the title tag and the description of the meta tag (see Chapter 1-09).

Number and hierarchy of h tags

There should be only one h1 tag per page to specify the heading. In HTML5, it is possible to set multiple h1 tags in one page, but even so, you should keep the h1 tags in one. It's not a direct negative, butIf you have multiple headlines, the theme of the page may not be clear and the meaning may be diminished.Because.

Also, pay attention to the hierarchical structure of the headings that follow the h1 tag.Based on the fact that the h1 tag is the main heading, the h2 tag is the middle heading, and the h3 is the subheading, the correct sentence structure is conveyed by appropriately arranging the hierarchical structure.Let's do it. The sentence structure should be firmly constructed so that the h4 tag does not suddenly exist under the h2 tag.

Local SEO and personalized search

When posting content on a website, you may see areas that can be provided by the service, but you need to be careful about the notation here as well. Check especially carefully for "local SEO" that considers the target area name.

Explanatory image about search

Google may refer to the IP address of the search user to determine which region information should be provided before displaying the search results. For example, if you search for "Izakaya" or "Cosmetology", not only the information of Google's map service "Google Maps" will be displayed, but also the websites of nearby stores may be displayed. Displaying search results optimized for each user's situation and environment in this way is called "personalized search".

In this personalized search, the area information of the store is identified and utilized from the registration information of Google My Business and the area name, address, phone number, etc. described on the website... Therefore, you need to be careful depending on the situation. For example, even if it is a service for the whole country, if you put the area name in the title or service name such as "Tokyo ◯◯ service", the search ranking outside Tokyo may be sluggish. On the other hand, if you take advantage of these regional characteristics, you can gain an advantage in search results in a specific region.

Content for local SEO

So what should you be aware of in local SEO? Here, we will explain the three main points of "area-optimized content," "unification of NAP," and "registration to Google My Business."

Area-optimized content

One thing to keep in mind when thinking about content is to create content that is optimized for the area of interest. Since the "Venice Update" that reflects the user's location information in the search results, Google has been able to make a fairly detailed judgment about the relationship between the web page and the area, so it is also solid when building a website. It needs to be supported.

for example,It is effective to create the optimum landing page for each target area of the business, post map information indicating the target area on the website, and set the keyword of the area name in the title In addition, it is also effective to perform markup using the "Place attribute" that specifies the location in structured data If you can design content that corresponds to these area keywords, you will end up with a website that is strong in the area.

Unification of NAP

NAP is an abbreviation for "Name", "Address", and "Phone".By unifying these notations for all content on your website, you can convey accurate information to search engines..

For example, "Kokorograph Co., Ltd.", "Kokorograph Co., Ltd.", "cocorograph", and "Kokorograph" are all the same, but with or without "Co., Ltd.", with or without "・", alphabetical notation, etc. The details are different. Even in the address, there are often cases where the details are different, such as "3-8-3 Okubo, Shinjuku-ku, Tokyo" and "3-8-3 Okubo, Shinjuku-ku, Tokyo". In this way, let's convey accurate information to search engines by unifying NAPs that are not unified unexpectedly.

Register for Google My Business

Image of Google My Business
Google My Business is a development of the former store information service "Google Place", and you can manage area information in various services of Google.Website owners can apply directly to Google for NAP, business hours, etc. for freeTherefore, let's make good use of it. In addition to displaying information on Google's search results page, Google Maps, Google+, YouTube, Google Analytics
Information can be managed collectively by such means.

Next is the headline. Headings are a small element, but they play an important role in making it easier for users and search engines to understand the content.
Make good use of the dedicated h tag so that you can set clear headings.

Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"
Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"