So our first consideration for best practices is to make a website for humans. Make your website a destination that informs entertains and provides a reason to return.

I’ve seen many bloggers end up ranking well in the search engines, not because they knew SEO. One rule that is expressly A best practice is never to hide content. The search engines want to see and evaluate the same content that humans will see. Creating content specifically for search engine bots could result in a penalty or at worst exclusion from the search engine altogether.

Many times, SEOs attempt to appear more relevant by hiding words within the code of a page by using the same colour as the background, stuffing dozens of words into alt text title tags and other areas that aren’t seen by humans but are seen by bots.It isn’t high-tech. It isn’t elegant, and it is very easily found.


The first thing that a user will see from your website is the search engine results snippet.

It is pulled from the page title, page URL, and meta description tag. This is the first marketing message a searcher will see about your company. It’s your first impression, so you have to get it right use a title that describes what the searcher will see on the page. By doing this, you’ll naturally use descriptive words from your keyword strategy. I also find it best to use short sentences or phrases that are quickly and easily read. simply repeating words will not communicate your page’s value effectively.

In addition, the meta description, while not a part of the ranking algorithm, is the text that you can use to develop the information on your page and present it to the searcher.


Headings are sometimes an overlooked design function. However, they provide an excellent layout tool that benefits both readers and search engines.

The best method of learning how to use headings is to look at a newspaper. Newspapers utilize headings and remarkable layout techniques. Headings allow the reader to scan through the content and find the content you want or need. Here’s the key.It’s hard to read and it won’t keep anyone’s attention.


So to enable better reading and scanning, which is what we do instead of reading. We use headings to break up the content. If you remember there is only one primary headline in the newspaper.

It explains the purpose and the value to the searcher or reader. Ideally, in about one to two seconds a searcher should be able to read your headline and know if they’re in the right place.

Now that you’ve used your h1 as the primary page headline, the rest of the headings are used to emphasize sections of text.


The boldest and heaviest is the headline, which is the center of attention. Within those subsections, H3 can be used to break up content even further. Sometimes an h3 or h4 is used to proceed with each paragraph. Here’s the key each subheading is short and communicates the content of the paragraph quickly. These are short summary statements that let the searcher know what content is contained in the paragraph.

Now, this helps the reader the amazing thing is that the same idea works with search engines. Using HTML markup to denote a headline or subheading inform the search engine which content is the most important. Overall, any text that is highlighted in a heading bolded bulleted, or emphasized in any way makes it more important than the regular words contained in paragraphs.In this what works for the humans works the very same way for search engines.


if you’re developing a new website or redesign or if you have to fix a site that is not indexable by the search engines, then developing a clear hierarchy is critical. As you’ve heard throughout this training course, it isn’t just the words that are used to determine relevance. It is also the context of those words being used throughout the structure of your website.

When designing your new site, you want to organize your page URLs and content within a hierarchy.

In this example, you’ll see that we have shoes. Now there are many ways to organize this. So it’s up to you to determine what is best for your company. In my example, I’m starting by the product and then the most logical categories you can usually spot this in your keyword research, see how people search and you’ll find how they organize.

Now, when people see my URLs in the search results, they’ll know what is on the page because they understand the word and the URL and how I’ve organized my products.

Developing a clear hierarchy of content, information or products enables people to find things easier, and it also enables search engines to index processes and determines the context of the page.,the section, the overall website.

This is a bit tricky. If you’ve already developed a website, and that website is indexed by the search engines ranking well and attracting visitors then this is not a recommended course of action. If you were to take then it will require a massive amount of work to redirect old content to new URLs. So it’s not a light decision.


Now let’s talk about links. Links are the backbone of the internet. They are a foundational part of any search engine’s algorithm, as they all now use links from other websites to determine context, importance and the content of the page. This goes for your internal links and External links to and from other websites.

The key is to present a link with contextual relevance. By this, I mean that when I typically see a link that says Click Here is usually preceded by content that explained what the link was for making click here completely redundant. Also by using generic words such as click here, there’s no added value or explanation about the link on the link. In the first example, I’m emphasizing the link without context with a click here. By doing that, I’ve separated the content from the function.

In the second example, I’ve combined the content and the function, thereby increasing its value to the reader and to the search engine. I just added weight content and context to the text and focused on the destination page. Now, don’t go making too many links on your page. Just what will help the reader and add to their experience? If you go crazy and start adding multiple links into sentences all over your page. You’re going to get caught for over-optimizing.

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