Google Website Content Creation

1. Tags

1.1 How to use Tags

  1. The title, description, and keywords tags play a role in Google’s SERP display. Currently, Google’s emphasis on keywords has diminished, while it increasingly values the use of H tags (h1-h3). Therefore, attention should be shifted to TDH. Although Google doesn’t impose a word limit, the completeness of display can be affected. It is advisable not to include keywords here.
  2. When arranging TDH tags, each page should have a unique layout.
  3. Include keywords in the title (3-5), placing those with higher search volume at the beginning and lower ones toward the end, separated by commas. Keep the title length within 50-60 characters. Use the brand name in the title; even if it doesn’t appear on the search results page, it still impacts search engines. Adding trendy words can boost clicks and rankings quickly, but this is a short-term and unethical strategy.
  4. In the description tag, incorporate 3-5 keywords, ensuring at least two appear from the title. Craft copy aimed at increasing click-through rates, avoiding absolute terms. Google may also extract relevant text from the page for display. Descriptions typically show up to about 150-160 characters. Use compelling calls to action, offer unique propositions, or provide additional insights such as “learn,” “buy,” etc.
  5. H1 can be the same as the title.

1.2 Strong Tags

  1. Like the <b> tag, the <strong> tag also bolds text but carries an emphasis and importance, which Google assigns some weight to.
  2. Use the <strong> tag to emphasize keywords rather than entire sentences.
  3. Limit the use of the <strong> tag to maintain effectiveness.
  4. Use the <strong> tag in conjunction with <h> tags. Since titles in header tags are already significant, applying <strong> to a word within these tags further highlights it as a key term.

1.3 h Tags

  1. A document can only have one <h1> tag, which carries the highest weight, so it must include keywords.
  2. An article should include <h1> to <h3> tags, with <h2> and <h3> being used multiple times.

1.4 Viewport Meta Tag

The Viewport Meta Tag is typically used to configure how a webpage is scaled and displayed on screens of different sizes. Simply put, it helps optimize the display across various screen dimensions.

1.5 Application of the "nofollow" "canonical" "alt" attribute.

  1. The “nofollow” attribute is used to prevent search engines from following certain links, commonly applied to ads or untrusted links to avoid passing authority.
  2. When duplicate pages appear (essentially multiple URLs displaying the same content, such as with “www” and non-“www” versions, or when other sites add their own parameters), it can lead to multiple accessible URLs, causing duplicated content and diluted authority. The “canonical” tag informs Google which version is the standard page, addressing the issue of split authority due to different URLs.
  3. The alt attribute in the <img> tag provides a description of the image, informing search engines of its content. If the image cannot be displayed, the alt text will be shown as an alternative. Setting the alt attribute for website logos can improve search engine friendliness. Images should ideally be 300×300 pixels or larger.

2. The Determination of Keywords

2.1 Target Keywords: Dominant Keywords on the Website (Homepage Optimization)

  1. Keyword Selection Guidelines: Focus on new keywords with search volume, low competition, and not branded by others. Use SEO tools (SEMrush, Ahrefs, Google Trends, SimilarWeb) and direct Google searches to analyze and decide.
  2. Stable Search Volume: Google Trends for trends; Google Ads for precise data (requires spending on ads for exact figures).
  3. Competitor Analysis: Study competitors’ meta keywords and rankings through third-party tools.
  4. Multilingual Keywords: Search translated terms to find top similar sites and their keyword sources. Select based on user search habits, not direct translation. Adapt keywords for different language regions using local expressions.

2.2 Long-tail keywords: Words closely related to the website content.

  1. Small optimization difficulty, high conversion rate, volume accumulation, stable ranking, low maintenance cost.
  2. Analyze the basic needs of users in industry forums related to the keywords.
  3. Long-tail keywords can have dedicated pages for optimization.

2.3 Keyword acquisition: Words closely related to the website content.

  1. Identify high-traffic competitor websites and use tools like Similarweb, Semrush, or Ahrefs to find which pages drive their traffic. Analyze the keywords they use and collect them. Based on known keywords, discover more related sites and keywords, building a comprehensive keyword database.
  2. With this database, tag user-generated content to link keywords and content.
  3. When content linked to a keyword exceeds three pieces, create a dedicated page for that keyword. Optimize the page around the core keyword, explaining and listing relevant content. Focus on creating high-quality pages designed for exposure and clicks, rather than simply generating pages based on available content.
  4. Ensure a hierarchical relationship between pages.

3. Optimizing the placement of keywords within a website's content.

3.1 The strategic layout of keywords on the homepage.

  1. The strategic placement of target keywords on the homepage.
  2. When a website first launches, it’s effective to place low-competition keywords at the beginning of the homepage title. Once these keywords gain rankings, you can replace them with more competitive ones. This strategy helps attract initial users and speeds up the search engine’s assessment of the site’s quality, making it easier to achieve higher rankings.
  3. Homepage Description Tag: Include stronger keywords 2-3 times and weaker ones 1-2 times.
  4. Keywords should not be overstuffed, but a higher density is preferable. Aim for a keyword density of 5-10%. You can later increase the frequency of keywords without changing the density by adding more articles to the homepage.
  5. The secondary navigation on the website’s homepage (footer navigation) is also a strategic area for keyword placement, as well as breadcrumb navigation.
  6. To encourage further reading, the homepage should include anchor text with keywords that link to other pages.

3.2 Long-tail keyword strategy

  1. Based on competition and relevance, place long-tail keywords on category pages and internal pages. Keywords for different categories should not overlap. Use high-competition keywords on category pages and low-competition, shorter terms on internal pages.
  2. Long-tail keyword classification: First categorize the selected keywords. Choose those with similar meanings that have higher competition and are commonly used. For options with and without certain terms, choose those that include them.
  3. Optimize the page’s TDKH and main content.

4. Website Content Layout

4.1 Website Structure

A typical webpage structure generally appears as follows: h1 h2 p h3 p h3 p h2 p h3 p

It is essential to ensure that all of the above is directly reflected in the HTML code and not rendered on the front end.

4.2 Content source

  1. Original writing
  2. Paraphrasing
  3. OCR software conversion from physical books
  4. Module assembly: First, determine what each content module needs, then find the corresponding content for each module and combine them.
  5. Offer what others don’t have, and refine what others do have.
    Use comments to enhance the uniqueness of website content (combine comments from as many diverse sources as possible).
  6. Expand website content through Q&A models (these can be fixed Q&A content modules or real user questions answered by a bot with preset answers. This method can also capture keyword topics of interest to users, thereby improving content, interaction, and retention time).

4.3 Content layout

  1. User browsing habits follow an F-shaped pattern from top to bottom, left to right.
  2. In today’s fast-paced online environment, users lack the patience for word-by-word reading. Thus, it’s important to emphasize shorter paragraphs, concise sentences, and a combination of text and images. Lengthy sentences or paragraphs can lead to reader fatigue.