Seo advertising

SEO 101: Optimizing Visible Content

Optimizing all page content for the same keyword theme gives your page the best chance of ranking. In addition to critical search engine optimization (SEO) metadata – title tag and meta description – titles and body content are important elements to optimize.

Unlike metadata, however, it is also visible to visitors, which makes optimizing titles and body text more nuanced.

The H1 title

Headings serve as titles and subtitles for the content of a page. King of these headings, the H1 heading is the most influential of the headings for SEO performance. Here are some useful tips for optimizing your H1 cap.


In less than five words – ideally two or three – create a title that tells both the visitor and the search engines what the page is about while using your main keyword. Unlike the title tag, there probably won’t be much more room than this keyword, because you don’t want such a prominent element to look too long and messy.

Use the keyword theme

Research shows that using the same keywords in the title tag and H1 title decreases the risk of the title tag being rewritten by Google. Consistency between these two helps Google understand what your page is about if it matches the page title tag.

You can have other headings – from H2 to H6 – on each page to divide the content into digestible sections. Let’s be honest, we all skim through content from time to time, and those minor titles help visitors and search engines understand the hierarchy of information on the page.

See below for the H1 heading on the page and in the code.

Now that you’ve optimized your H1 title, it’s time to start writing and optimizing the body of every page on your site.

The body of the text

The rest of the visible content on the page falls into the category of “body text”. Whether there’s already copy on every page, or there’s a need for content because it’s glaringly lacking, body copy offers unlimited opportunities for SEO optimization. Optimizers intuitively understand the importance of body text and appreciate the opportunity to creatively influence organic search performance.

The goal of each page’s content is to thoroughly and effectively describe to searchers and search engines what each page entails while incorporating the main and secondary keywords from the Keyword Map into the text of the page. page.

Not all writers have what it takes to optimize content that appeals to both searchers and search engines. There is a fine line between well-written content that is optimized and SEO copy that is over-optimized.

Writing a persuasive text

Sometimes it’s best to write the content first without focusing or stressing on adding enough keywords. With the keyword theme in mind, get out a pen and notepad if you’re old school, or open that document or template and start typing. Get the juices flowing and you’ll naturally write better. Without planning it, you will probably end up including some of your keywords in the content.

The next step is to determine the right location and additional areas where you can naturally insert keywords without your beautifully written composition looking like clunky SEO copy. Here’s how.

Location of keywords

Since the beginning of any element is the most important, try to use your main keywords in the first sentence. Use the main keyword at least once, then repeat it in the next copy one or more times, depending on the length of the text you are optimizing. Use your secondary keywords to reinforce the keyword theme without having to duplicate the same phrase over and over again.

There is no magic keyword density. The correct amount is based on how creatively you can work the keywords while maintaining the quality of the content.

To determine if your copy is optimized or too forced, read it aloud to yourself. The ear will pick up awkward constructions much more easily than your eyes. If your copy seems too forced, rewrite the phrase to flow or skip that keyword instance and try placing it somewhere else.


To build your internal link network and spread link juice throughout your site, select a handful of pages to link to that are related to the body content you write. Using anchor text with a keyword for these internal links helps improve the SEO of the page you are optimizing as well as the page you are linking to.

Copy length

High quality content is always more important than just writing more words for longer text. It’s good to have a descriptive writing style that draws the reader in. Cut the fluff and make sure to cut to the chase so your readers can digest it easily.

Informational copy will usually be longer than e-commerce oriented transactional copy, but not always. The right amount is the amount that search engines typically rank for the search query you are optimizing for.

Formatting the copy

Using additional formatting techniques, such as additional headings, to break up and form paragraphs helps your body text flow and read on your site. For lists or steps, it is advisable to use bulleted lists or numbered lists. When you have multiple headers, use these H2 to H6 header codes to draw more attention to them, both visually and for SEO purposes.

Optimizing the content visible on the page must serve two masters: SEO and user experience. Since visitors read content and search engines consume it, your content and headers need to be both well-optimized and high-quality.