What’s the key to business success?
A replicable process.
Because, you can simply repeat that process, and hire people to repeat that process, so you can scale ad infinitum.
Well, web pages have their own process too.
And in 2021, here’s how it goes:
1. Title Tag
Here, stay under 60 characters so Google doesn’t cut the end of your title off. Google actually decides how many characters to use based on their pixel width, and not on the number of characters. But if you stay under 60, the overwhelming majority of your title tags will not get cut off.
Your target keyword should go early on in the title tag. And the title tag itself should include a persuasive benefit to get searchers to click.
2. Meta Description
This bears absolutely no direct effect on your page’s ranking. However, a persuasive meta description helps you earn a higher click-through rate, which does affect your ranking.
So, it is a big deal.
Put your primary keyword in your meta description because that will get highlighted in bold when searchers enter it in.
While meta descriptions at one point could be 300 characters, today you should keep them at 160 or less. Google is inconsistent in its application of these, but keeping yours less than 160 characters should make all of it visible with each search.
3. Add Subheads Where You Can
Your subheaders should happen about every 3 paragraphs or so. This keeps the text broken up and easier (and less intimidating) to read.
Every subheader should be inside a tag, and you should sporadically include variations of your primary keyword in your subheader.
Don’t be formulaic and add your keyword in the beginning of each subhead because that looks unnatural to Google (and your readers), which can actually hurt your ranking.
Make it sound natural.
4. Add Images and Videos
For the most part, searchers won’t read big walls of text (unless you’re an amazingly interesting writer).
Images and videos break the text up, making it faster and easier to consume. Google also gives extra ranking juice to pages with diverse media.
5. Link Out and Link In
Google (and your visitors) believe that good web pages link out to credible sources. And both also like pages with links running to them (both from your own site and from other sites).
Don’t worry about ratios.
Just get a couple links going out to other respected and reliable sources where they make sense. And try to win a few inbound links too.
6. Add Schema
This is the most overlooked ranking factor. Technically, schema does not directly increase your ranking (like your meta description).
However, it does help search engines to better understand and index your content, which can help your ranking.
And, just a secret between you and us, most of your competitors don’t use it!
It’s as easy as downloading a WordPress plugin which makes adding schema take just a few minutes.
So yes, in 2021, that’s the formula for a high-ranking web page. Now, all you have to do is apply and watch the traffic (and sales) roll in!