This is generally the same as the headline on your page or post. It should entice people to click on your link and read your content.
Include your targeted keyword or keyword phrase and try to use it toward the beginning.
Keep length to less than 65 characters.
URL structure
Use your targeted keyword
Avoid special characters, symbols, punctuation (except hyphens), etc.
Avoid stop words (common, short-function words such as the, is, at which, and, on)
Use hyphens to separate words
Heading tags
Use only one H1 tag per page (in WordPress, this is your title tag)
Highlight sections of your content with subheads
Use a hierarchical structure: H2, H3, H4, H2, H3, H3
Don’t overdo it. Use H tags to break up your content and give your reader’s eye a break. An engaging H tag can signal “read this” to your reader.
Use your targeted keyword or keyword phrase in at least one sub H tag.
Meta description
Write a unique and relevant meta description that includes your keyword or keyword phrase.
While this is not a signal to Google spiders, it does appear under your link on a search engine results page and can entire the reader to click through.
Media
Ensure your post or page has relevant images, graphics and videos to break up or highlight text.
They can help to engage or inform your readers, keeping them on your page longer.
Images require special optimization tactics (see Appendix ii, Image Optimization Checklist)
