There are two areas to SEO which must be taken into consideration when writing technical content for your website. Firstly, the architecture of the webpage and secondly the content hosted within that page. The results shown in the Search Engine Results Page (SERPs) in response to the keywords within the searched query will be driven by the webpage architecture and the content held within that page.
If your website architecture is poor it can contribute to the webpage having a poor ranking within the SERPs. Below is a list of key SEO principles which must be actioned on each webpage:
- URL’s containing keywords of interest without being too long
- Correctly tag H1 & H2 headings including keywords of interest
- Internal and external links
- Alt tags for images which describe what the image depicts
- Unique meta-descriptions set up for each page containing keywords
- Content written which is grammatically correct and contains optimum keyword density
- Pages with fast loading speed which are optimised for desktop, tablet and smartphones
To find out if you are optimising your content, we would recommend that you have a full SEO website architecture review completed on your website.
When you are producing the copy for your pages it is important to follow Google guidelines but also make it as interesting as possible for your target audience. The skill here is to think ‘what would my target audience search for’ and ‘what do they want to read about?’
You will also need to be aware of hiding content away from Google. Within the research reagent industry often some of the best content is stored in PDF documents. Whilst PDFs can still be optimised for SEO; extra care must be taken to execute this correctly.