Optimization Checklist

  • Meta title
    • 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)
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