Bear in mind how the visitor is likely to search for a product – if it’s a printer consumable, they want the part number

If it’s a product like a shredder, they will search on more descriptive terms.  The main difference is that when someone searches on descriptive terms, they tend to search on the plural, whereas searching for a specific thing, they will search on the singular.

Try to think of ways in which two keywords/phrases can be added together to make many. The order in which the words appear does matter (although words in the wrong order can still rank).

Home and Office Shredder Supplies – could be – Office Shredders | Accessories & Shredder Supplies | Home Shredding Machines

Before there is any out of context matching, we’ve already gone from having the keywords Office Shredders and Shredder Supplies to having Office Shredders. 

Office Shredders Accessories, Shredder Suppliers, Home Shredding, Home Shredding Machines and Shredding Machines. I’m sure you’ll get the point – it’s not a great example.

On-page elements to consider:

Title tag – this is the most crucial on-page optimisation area – it should feature the page’s primary keyword at the front and include a plural if possible. 

I use pipes as separators, i.e. as Google doesn’t see these as words, we can still match words separated by them.

Meta Description – this displays in Google and needs a hookless important for SEO – place the primary keyword at the front of the meta description. 

This is an excellent place to include the part number if it’s not used as part of the title.  Include a call to action to tell the searcher that they can buy it on the site. 

Shredders and Shredding Machines from iClickShredders, the best Shredder and shredder accessories online supplies store. Choose iClickShredders for all your home and office shredding requirements.

H1 tag – important for SEO – the page’s primary keyword should be included in the H1 tag.

SEO

Body Content/Description

Include phrases that people are likely to search on, including the part number and anything that makes it unique. Include some of the site’s general keywords as well.

Other H tags – can be important for SEO – use H tags to break up content inserting related keywords or mixing up the primary keyword phrase – use a tree structure – this will increase the page’s relevancy to itself. 

H1 – Who manufactures the best Shredder?

H2 – Manufacturers of the best Shredders

H3 – The best manufacturers of shredders

H2 – The Best Shredder Manufacturers

Bold / Italic / Underline – less important for SEO – use sparingly, but select a phrase and wrap it in one of these tags every now and then. 

Usually good to use if you’ve got a fair amount of text and the primary keyword phrase appears towards the middle/bottom of the text. 

This is showing Google what you consider important on the page.

Links – important for SEO, can easily damage rankings – Insert links sparingly.

 Suppose you insert a link from a product. In that case, it should be on a generic term and targeted either towards a category page or the homepage.

Lastly, don’t get too hung up on the description – the most essential elements are the Title, Description and H1 tag, which should all contain the exact primary search phrase. 

I’ll probably have to update each of them in the future as the pages start to gain potency and compete with each other over keywords.

“Basics to writing optimised content- the one side of A4 Guide.”

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est. 2009

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