Standalone Search Box Example

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SEO Best Practices Checklist

Keywords

Conduct keyword research. Conduct keyword research to gain insight into the phrases your target audience searches for and to discover the keywords you’re able to rank for. To find the best keywords for your website, use Alexa’s Keyword Difficulty Tool to gain insight into search term popularity and keyword competitiveness.

keyword research best practices for SEO

Read more: How to Do Keyword Research: A Comprehensive Guide

Assign one primary keyword per page on your website. When you find the keywords you want to target, assign each term to one page – and only one page – on your website. Once you decide which primary keywords go with which pages, optimize those pages for the terms using on-page SEO factors described later in this post.

Don’t assign the same primary keyword to multiple pages on your website. Never assign the same target keyword to more than one page or post on your site. Using the same keyword on more than one page can lead to keyword cannibalization, which can have a negative impact on your ability to rank in search.

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1. Title tags

Assuming you’ve already done your keyword research, this is one of the most important on-page SEO factors. If you haven’t, here is a step-by-step guide on how to research keywords.

The title tag tells search engines what the page is about and that the page on your website is relevant for that keyword or keyword phrase. Title tags should be unique for every page. In search results, search engines will highlight your keyword phrases if a user has searched for those terms. This increases visibility and click-through rate.

Let’s say you’re trying to rank for “Chicago Web Design”, your title tag may look like this:

Chicago Web Design and Development | Orbit Media

Best practices:

  • Your title tag should be written like this: Primary Keyword – Secondary Keyword | Brand Name
  • Use a dash in between your keyword phrases and a pipe at the end before your brand name
  • Avoid duplicate title tags
  • Keep title tags at 55 characters or less in length, including spaces. If you’re interested in learning more about the new title tag guidelines, check out this post by Dr. Pete.

Example of a title tag in a browser:

title-tag 1

Example of a title tag in search engine results:

title-tag-search 1

2. Meta descriptions

Meta descriptions, while not as important in search engine rankings, are extremely important in getting users to click through from the search engine results page (SERP) to your website. Meta descriptions should use keywords wisely, but more importantly they should include a compelling description on which a user would want to click on.

Much like title tags, the SERPs will highlight keywords that the user searched for, increasing the likelihood of the user clicking through to your website.

Best practices:

  • Write compelling meta descriptions
  • 150 to 160 characters is the recommended length
  • Avoid duplicate meta descriptions
  • Do not use quotes or any non-alpha characters (Google, cuts them out of the meta description)

Example of meta descriptions in search engine results:

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