How to do Keyword Research to Improve Your SEO

Keyword research is the core of digital marketing. This SEO strategy should be performed regularly in order to stay in touch with your audience as they grow and evolve. 

The goal of YOUR research is to find out what words or phrases your target audience is searching for, so you know what it will take to rank on search engines for those specific terms.

If you don’t know what keywords you should be targeting for your business – how are you going to optimize your website and create content to best serve your client?

In this guide, we will cover:

  • What are keywords?
  • What is keyword research and why is it important?
  • How to conduct keyword research using SEMrush
  • How to use that keyword research to get more clients (with some BONUS TIPS)

What is a keyword?

Keywords, also known as search terms or search queries, are the words and phrases that searchers use to perform a search in a search engine (like Google or Bing). Keywords are extremely important in an SEO strategy and should be the backbone of any written content you release on the web.

What is keyword research?

Keyword research is an SEO strategy that is used to find specific terms that users enter into search engines to find products, services, and information.  More importantly, keyword research helps you figure out how people find you. Using this knowledge, you’ll know exactly what to write about on your website and blog for your target audience. 

In order to get traffic from Google, performing keyword research to understand the words and phrases used by searchers is essential. Google uses this information to determine what content is relevant to a search term, and how that page should rank in search.

Proper keyword research will help you:

  • Understand your audience
  • Reach your audience
  • Find new hot topics to cover
  • Improve ad campaigns
  • Build brand awareness

Why is keyword research important?

Do you ever wish that you could read the mind of your perfect client? With a little bit of keyword research, you CAN jump into their mind to figure out the exact words and phrases they are using to search for results that relate to your business. 

Who wants to waste time creating content on topics that aren’t being searched for? 

Keyword research can help you answer the following questions:

  • How difficult is it to rank for this keyword?
  • How much traffic will I receive if I rank for this keyword?
  • What keywords are my competitors ranking for?

How to do keyword research

Keyword research consists of collecting relevant variations of all keywords that relate to your website, products, services, etc.

We are going to walk you through researching keywords using SEMrush. This is an amazing tool that is used to improve online visibility and discover marketing insights.

Step 1: Build your keyword list

Let’s build a list of keywords for ABC painting company. To begin, we will start by searching for a general keyword relating to this business. In the image above, you can see that we searched for “professional painter” in the keyword overview section of SEMrush. 

Keyword overview gives you a quick analysis of your keywords.  You can see a summary of metrics for each keyword such as number of results on a search engine results page, monthly search volume, average cost per click in Google Ads, paid search competition, and more.

You can create your master keyword list using the keyword magic tool. Starting with our seed keyword, professional painter, we are now able to see lists of keyword variations and related keywords. 

You don’t have to stop here; continue to search for other seed keywords if you would like to keep growing your list. When researching keywords, be sure to also search for location specific keywords. For example, “professional painter pittsburgh” or “Pittsburgh painting company”.

The photo above shows the list of keyword variations for “professional painter”. Although the results show thousands of keywords, this does not mean that they will all be relevant for you. After your initial list has been built, it will need to be trimmed down to just the terms that are truly relevant to the site you are researching.

Step 2: Analyzing your keyword list

Having a list of thousands of keywords is all good and well but how do you know which ones are the best to use? SEO keyword metrics can be used to narrow your master list down and find the best of the best.

Export the data from SEMrush and make note of the columns boxed in red – these are the categories that you want to look at. These are the keyword metrics that will help you narrow your list and find the best keywords to use.

Search Volume

Search volume shows you the number of monthly searches for a particular keyword over the previous 12 months.

Keyword difficulty (KD%)

The keyword difficulty index (from 1 to 100%) shows you how difficult it would be to outrank your competitors in the Google organic top 20 for a given keyword. The higher the percentage, the harder it will be to achieve high rankings for each targeted keyword.

Cost per click (CPC $)

Average price in USD that advertisers pay when a user clicks on an ad triggered by a given keyword.

Competitive density (Com.)

The level of competition between advertisers bidding on a given keyword within their PPC campaigns. Competitive Density is shown on a scale from 0 to 1.00 with 1.00 being the most difficult to rank for.

Now that you have formed a list using what you think that people search for, it’s time to confirm your suspicions by researching your competitors.

Competitor-based keyword research

Competitor keyword research uses seed websites instead of seed keywords to begin searching. This approach can be used in conjunction with traditional keyword research.

Discover organic competitors

Using organic search, you are able to find who Google believes your competitors are.  You can also see what keywords they are ranking for. 

Even if you think you know who your competitors are, it is still a good idea to check it out with this tool.  One important note, if you don’t see any of the competitors that you expect on this list, there is a good chance that your website is not optimized for the right keywords.

Navigate to the organic search tab on the left side menu and enter your domain in the search bar. Click on the competitors tab to reveal the table of domains that you are in competition with.

Here is a list of your competitors that can be used as your seed domains. They are sorted by competition level showing how close of a competitor they are to the one that was entered in the search bar. This metric is based on the total number of keywords of each competitor and the number of common keywords between the competitors.

How to get your competitors keywords

Under the positions report of the Organic research for the seed domain, you can find all of the keywords that a domain is ranked for.

Each keyword that a domain ranks for is shown in this list and is accompanied by a link to that corresponding landing page along with metrics to help further your research. So, for each of your competitors, type their URL into the search bar under “organic research” and you will have access to all of the keywords they are ranking for.

Between using a seed keyword and your competitors’ keywords, this method should help you create a list of keywords relevant to your business.  

What Should I Do With a Keyword List?

Taking the time to create this list can help your business in multiple ways, but the ultimate goal is always to get more clients.

So how do you use this list?

Write Relevant Blogs for Your Clients

You can use the list to write blogs or articles about the things that your target market are searching for.  SEMrush will also give you FAQs about the keywords your search.  Pick a few of these questions that are focused on a keyword and answer them.

BONUS TIP – You can also turn that blog into a script for a video that you can post on YouTube.

Improve Your Onsite SEO

You can use the list to improve the onsite SEO of your website.  Make sure that common keywords and phrases are found in your website headers, page titles and more.

BONUS TIP – Include keywords when you are naming images.  This is one trick that people do not typically take advantage of.

Improve the SEO of Your Social Media Profiles

Use the list that you create to craft the perfect message in your social media profiles.  By using words and phrases that they are using frequently, they will feel like you are talking to them and that you understand them.

Create Google Ads that Perform Well

Keyword research is critical when it comes to creating Google Ads and not spending a fortune.  Be sure to figure out what people are searching for when it comes to your business so you don’t waste your time and budget by showing ads to people searching the wrong thing.

Questions about keywords?  Need help doing with your keyword research?  Contact IFTS today and ask about our keyword research package!  We do the keyword research for you and set you up with a content plan for the next 365 days!

On-page SEO Techniques that will Help Boost your Search Ranking

On-page SEO specifically focuses on web page and content optimization. The factors associated with this all have to do with the elements of your own website, which you can change and improve over time.

The 2 main factors to look at when you want to optimize your on-page SEO are: 

  1. CONTENT on your site
  2. HTML SOURCE CODE of a page

The goal of on-page SEO is to make it easier for both search engines and users to:

  • Understand what is being presented on a web page
  • Relate that page to a particular search query (or keyword phrase)
  • Find that page useful and worthy of ranking in a top position on a SERP (Search Engine Results Page)

Ready to improve your search ranking? In this blog post, we will review five on-page SEO factors and explain techniques for optimizing those specific areas.

How to Optimize Your Page’s Title Tag

What is it?

The most important of all tags on your page is the title tag. The title tag outlines what the page is about; it is the clickable headline users see on the search engine results pages, and also the words that appear at the top of each tab in your browser.

arrow pointing to title tag on SERP

Why is it important?

You are helping your website rank better just by having heading tags on your web pages. Having heading tags alone won’t do the trick to get you to the #1 position. By having heading tags optimized specifically to the content on that page will work in conjunction with the other optimizable elements of your site

Techniques to optimize your heading tags

Adding keywords to your heading tags is a great technique to use when trying to outrank your competition. Be sure to only use keywords that are relevant to the content within the page.

Another suggestion is to add keywords that are synonyms of the main keyword in lesser headings.  So, if the main keyword phrase that you are targeting is “Finding a Pittsburgh Attorney”, a good synonym phrase to use in an h2 or h3 header would be “Working with Lawyers in Western PA” or something similar.

How to Optimize your Image Names & ALT Tags

What is the image name and alt tag?

Image optimization is often overlooked when it comes to SEO. For search engines to understand your photos, they too need to be optimized. 

Image name is simply just the name of the image file. For example, the original name of an image of a woman at a fitness center may be “img74635.jpg.” This can be renamed with a more descriptive title such as “woman-running-on-treadmill-at-planet-fitness.jpg.” Using hyphens when naming your images makes it easier for search engines to individually read each word.

Alt tags or alternative text are not only used to help search engines accurately index your images, but they can be used to help provide context for visually impaired users too.  This can aid in your page’s ADA compliance. Alt tags can include more detail than the image name, but it is best to keep it between 10-15 words.

To create an alt tag, you add an “alt” description to the image’s html code.  For example, the html code for an image may look like this:

<img src=”~/images/2020-Library-In-Pittsburgh.png”/>

When you add an alt tag, it will look like this:

<img src=”~/images/2020-Library-In-Pittsburgh-PA.png” alt=”Visit our downtown library in Pittsburgh, PA”/>

To create an alt tag in WordPress, you need to click on your “Media Library” and select an image.  This will open the image properties on the right-hand side of your screen.  In the example below, we show the image properties for a lapping compound called “LINDE-A”.

Media library in wordpress

To add your alt text, click into the “Alternative Text” box and add a description that would benefit a person if they could not see your image.  This also gives you a chance to use a keyword phrase for your SEO.  

To finish on our example, we have now added an easy to understand description that would benefit anyone that could not see the image, but also uses the keyword phrase “lapping compound”:

wordpress media library showing alternative text example

Why are they important?

Choosing the right name for your image is extremely important for your page’s SEO. When using images on your website, make sure to include your most important keyword in the image name or ALT tag. This is such a great way to help search engines better index your images and they can even appear when users search for images with that certain keyword.

Techniques to optimize your image names and alt tags

Describe the images as specifically as possible while using relative keywords. The more specific you can be, the better chance you have of that image ranking highly. Keep in mind that it won’t be beneficial to use the same keyword for every image on your page. Write unique text that is specific to the contents of each individual image.

How to Optimize Internal Links

What are internal links?

A great way to help search engines learn a lot more about your site is by building internal links to other content on your website. An internal link is a link from one page to another page on the same domain.

a link from one page to another page on the same domain
The content in one blog post links to another blog post on the same domain.

Why are they important?

Internal linking allows users to easily navigate a website and help spread ranking power. Search engines use these links to navigate your website which is important because they will not find a page if there are no links to it. 

They also help describe to the search engine bots how your site is organized.  If you think of your website as a spider web, these are the inner strings that connect related topics.

Techniques to optimize your internal linking

Make sure that all of the most important pages on your site are linked. Search engines heavily rely on sitemaps and internal links to discover web pages.  Another good rule of thumb is to include breadcrumbs on your site.

example of breadcrumbs on IFTS website

Set up an internal linking strategy and determine a structure for your website. Imagine your site as a pyramid with your homepage on top, sections or categories in the middle and individual posts and pages on the bottom. Having the ability to reach each page on your site within 3 clicks of the homepage is considered a good internal linking practice.

Want to Keep learning about SEO?  Check out these other helpful resources

How Can Off-Page SEO Factors Help You Improve Your Ranking?

How can off-page SEO factors help you improve your ranking?

Off-page SEO is all of the factors that contribute to your search ranking, yet take place outside of your controlled business environment. These factors cannot be directly controlled by you, but there are ways that you can improve your search ranking outside of improvements to your website and online profiles. 

With on-page SEO, factors that you can control, you are able to optimize things such as your website structure and content. This allows you to structure your website to emphasize chosen keywords and phrases. You can create optimized content with a solid site structure that loads in just a couple of seconds, but all of that is nothing without being able to bring in many site visitors and potential customers. 

On-page SEO and off-page SEO work hand in hand as they are both equally important pieces to the puzzle.

So, what makes up off-page SEO and how can these factors help improve your search ranking?

BacklinksWhat are they?

A backlink, also known as an “inbound link” or “incoming link”, is a clickable link to your website from another website. Having high quality links to your site is one of the most important factors of off-page SEO.  This is because search engines determine the value of content and websites using these links. 

The number of backlinks to your site indicates the popularity or importance of that website. Sites that have a number of high-quality backlinks are given higher priority in the search results for relevant terms.

BacklinksWhy are they important?

Google sees each backlink to your site as a “vote” that the webpage the link is pointing to has quality content. The more high quality backlinks that your website has, the more “votes” you receive.  This will ultimately make your site more trusted by the search engines, thus improving your site ranking. 

Check out our blog, “What Are Backlinks and Why Are They Important for your Website?” for more detailed information.

Link building is one of the most popular, most effective off-page SEO techniques. It will increase your ranking, but you also need to remember that it favors quality over quantity.  

It doesn’t really matter how many backlinks you have in total, but it is more important to see where these links are coming from.  This information will dictate your overall rating. If you’re serious about ranking on search engine results pages (SERP’s), getting quality links to your site is the best approach.

How to get natural, high quality backlinks to your site

There are many ways you can get high-quality backlinks to your site. This can be done through social media activity, influencer marketing, blogging, and creating high quality, shareable content. The more creative, relevant content you post will increase the chance of people sharing your content with others.

Social Activity

Did you know that marketing on social media is an off-page SEO activity? 

This is called social media SEO, which relates to your activity on social media and how that can increase your website’s organic traffic on SERPs. There is no doubt that social media and SEO help each other.  However, social media does not directly contribute to SEO – meaning, social signals such as likes, shares, and views will not help you rank higher. 

Sharing links on social media will definitely increase brand exposure, but Google does not see this as a ranking signal. Now, here is where things get tricky: even though social media does not directly contribute to ranking, it does still have significance. Social media indirectly has a positive effect on a page’s ranking.

Here’s why:

How Social Media Supports SEO

  1. You create and post informative, eye-catching content
  2. That content is then shared and linked to by your audience
  3. Your social media profile attracts new followers and your website receives traffic
  4. There is a community growing around your brand
  5. You now receive consistent interactions through social media, and you build authority
  6. Search engines will now index your website higher on SERP’s
  7. Now, users can organically find your site through search engines

If you look at social media accounts of top ranking websites on Google, you will find that they have strong social signals. Although Google typically ignores social signals, they essentially work together. This is why search engines are becoming more social and social networks can be seen as valuable search engines.

SEO is about gaining organic traffic to your website.  Social media marketing is about getting found on social networks by the right crowd. Both social media marketing and SEO may look different, but what makes them work hand in hand is their overlapping goal of gaining more visibility.

Why is SEO so Important?

Did you know that 93% of online experiences start with a search engine? Think about how often you use a search engine such as google, bing, Youtube, etc… There are search engines all around us and we are constantly using them. In today’s world, we all turn to Google for answers but.. this fact only touches the surface of the true importance of SEO and what it can do for your website.

First, let’s recap what SEO is. SEO is the process of improving your site to increase its visibility for relevant searches. This includes optimizing any given search word or term for a search engine on your website. 

SEO works around the clock and is your 24 hour salesman for your company. No matter what time of the day, when people are searching, you are still receiving that traffic and can be found. 

If you stop paying money to google for paid ads, your traffic will therefore die down. But with SEO, you can still continually receive traffic without having to open your wallet. 

Why is SEO so important?

  • Increases your traffic
  • Generates a positive ROI
  • Gives you brand awareness
  • Builds trust
  • Your competition is doing it

Increases your traffic

SEO ultimately makes your site more visible in the organic search results. Organic results are the regular search results, excluding the ads. The amount of traffic to your site plays a significant role in where your website appears in the search results.

Generates a positive ROI

SEO ROI is a calculation that returns the ratio of profit to investment from an SEO campaign. A site will have a positive return on investment if SEO generates more organic revenue or conversions than the overall cost of the campaign. While initially it may take months for SEO to have a positive ROI, the return on investment can compound throughout the years.

Gives you brand awareness

If you want to build strong brand recognition online, improving your SEO will make your site become more visible to those who you are trying to reach. Over the years, search engine algorithms have become more complex and much more user-focused. Brands are competing with a very large market in an extremely crowded space, making SEO is an essential strategy to increase brand awareness. Google loves business websites that have a strong brand presence. If you want to do well in organic search results, branding and SEO should form the base of your marketing strategy.

SEO builds trust

SEO can ultimately make your brand well recognized. Your end goal should be that your prospecting customers will find you at the top of search results when people search for relevant phrases relating to your business. Here, if prospects are seeing you in the #1 spot, they are going to believe that you are the BEST. This will go a long way in boosting your credibility; you want to be where your customers are with the right solution.

Your competition is doing it

Need I say more? When you think of beating out your competitors, you probably think about beating them in terms of revenue or the number of clients you have. In this day in age, to beat your competitors in all areas of business, you first have to learn how to win using SEO. If you do not have a solid SEO strategy, you will fall behind your competition.

What Are Backlinks and Why Are They Important for your Website?

When looking at factors that help your SEO, everyone always tells you that backlinks are important.  

However, what exactly is a backlink?

A backlink is simply a clickable link to your website from another website.  They can also be called “inbound links” or “incoming links”. The number of backlinks is an indication of the popularity or importance of that website. Backlinks are important for SEO because some search engines, especially Google, will give more credit to websites that have a good number of quality backlinks. These websites are given a higher priority in the search results for relevant terms.

Why are backlinks important?

Google looks at a backlink to your website as a “vote” or “thumbs up” that the webpage the link is pointing to has quality content.  This is because most people would not link their website to a page that they considered bad.

The more backlinks that your website receives, the more “votes” that Google sees you as having.  By having many of these “votes”, it’s a signal to the search engines that your website is high quality with good content.  Subsequently, it makes the site more trusted by the search engines and improves your site ranking.

How do I get a backlink to my website?

Previously, before Google started guarding against it, people would create spammy, directory sites.  You could buy backlinks from these sites for very cheap.  This would make it look like you had a quality site very quickly and it would improve your search visibility.

Once Google realized what people were doing, they decided to put a stop to this.  Backlinks from reputable online sources are now way more valuable than those spammy links.  Websites now have a quality score that is taken into account.  For instance, the New York Times website has a much higher reputation score than your typical website.

Building backlinks is definitely a time-consuming task.  You want to start building backlinks to your site that have a good reputation score and are relevant to your business.  

One really good way to start is to join a local Chamber of Commerce that will give a backlink to their members.  Not only will most Chambers have a reputable website, but they are also local to you.  This is an indicator to Google as to the location of your business.  A similar organization that you can join as a law firm is the local, state or American bar association.

Another good way to build backlinks is to look at the backlink profile of your competitors who are ranking well.  You can use a tool such as aHREFs or SEMrush to see a list of their backlinks.  Then, you can start attempting to get links at the same places because you know that they are willing to link to businesses similar to yours.

Need help with link building or aren’t sure where to start?  Contact us at IFTS! Visit our website, or call 412-563-2106.

7 Facts You Need To Know About SEO

When it comes to SEO, there are many factors that determine the way your website is indexed and ranked by the search engines. That in mind, it’s obvious that by focusing on the right SEO techniques, you can maximize your marketing efforts and grow your business into a success.

But other than improving your visibility on the search engines, what else does SEO offer? 

Here are 7 facts you should know about SEO and why it’s so important for businesses when trying to take their brand to the next level.

1. Most traffic on websites comes from organic search

Organic search is currently the main source of traffic for websites. While you can direct targeted traffic to your website through paid ads or a social media marketing campaign, being visible on the search engines is always going to work in your favor. With organic search engine optimization (as opposed to pay-per-click ads) people will more easily find your website on search engines while they are looking for a product or service you provide. Making it more likely that they will convert from visitor to customer. No one searches for a product or service that they don’t want, so they’re already in the mood to buy. You just have to stand out among the competition. Additionally, when you rank on the front page of a search engine, you are showing potential consumers the legitimacy of your products or services because of your high ranking.

2. SEO is the best long term strategy to market your business

Results don’t happen overnight – organic search engine optimization takes time, patience, and consistency. While PPC or retargeting campaigns are great ways to reach your audience and sell more of your products, keep in mind that your ads will stop showing up the very moment you stop paying for them. With search engine optimization, that doesn’t happen. If your website is well optimized using the best SEO practices, it should continue to show up on search engines for months or even years to come. 

3. Good SEO is NOT expensive

Contrary to what many think, SEO is relatively cheap, considering the payoff. If you were reluctant to spend money to optimize your website for search, think of SEO as an investment. The sooner you invest in good SEO implementation, the sooner you’ll gain more visibility on Google and grow your brand for the long haul. 

4. SEO best practices are constantly changing

Did you know that ‘pausing’ an SEO campaign for too long can have a negative effect? While it’s true that SEO is a long term strategy to rank your business, what’s also true is that the search world is always changing. Google alone is known to make often algorithm changes. This means that, if you fall behind, getting back on track may be quite the challenge. 

5. SEO and User Experience are related

Few people realize that today, user experience is a big part of ranking well on search engines. Google already knows what a positive user experience looks like on a website and how to spot a negative one. The better your website is structured, the more likely it will gain more visibility. 

Google and other search engines take hundreds of factors into account when determining which pages rank highly in search engine results pages (SERPs). With that being said, today, elements of user experience have been rolled into SEO best practices. How easy is your site to navigate? Do you have quality content that makes visitors want to stay and engage? Is your site secure, fast and mobile-friendly?

Think of the partnership of SEO and user experience this way: SEO targets search engines and user experience targets your website’s visitors. Both share a common goal of giving users the best experience.

Some common website elements that impact both SEO and user experience are:


-easy navigation and site structure

-site speed

-mobile experience

6. Great rankings influence conversions

Customers today do a lot of research before buying something – whether it’s a product or a service. This is a big advantage! Not only does good SEO help you rank well in Google, but it allows you to send a positive message about your offer. Using this SEO best practice to outrank your competition will definitely have a positive effect on your conversions.

7. If you’re not on Page 1, you’re losing business

Obviously, if you’re not #1, someone else is! And that means you’re losing business… If you need assistance in improving your SEO, contact us at IFTS and we will help get you on the road to page number 1!

What is SEO?

SEO or Search Engine Optimization is the process of optimizing your website to drive targeted, organic traffic from search engine results pages (SERPs) to your website. Creating high-quality, relevant content that is optimized around specific keywords, building backlinks, and having a properly formatted website are just a few of many common ways you can improve your SEO.

It’s obvious that search engines want to show their users the best results so of course they are going to deliver search results on high-quality, relevant pages. Making your website more attractive to the search engines is what SEO is all about!

What goes into SEO?

The best way to increase the quantity and quality of traffic to your site through organic search engine results is by making changes to the layout of your website as well as the content that is displayed on your site to make it stand out to a search engine.

To understand the true meaning of SEO, let’s break down the three main parts:

Quality of Traffic

The quality of traffic directed to your site is of the utmost importance. Your site can attract numerous visitors, but the only views that matter are the visitors that are genuinely interested in products or services that your business offers.

Quantity of Traffic

Once you have the right people clicking through to your site from search engine results pages, the more traffic the better.

Organic Results

Ad’s make up a significant portion of many search engine results pages. Organic search traffic is any traffic directed to your website that you don’t have to pay for.

Favoring quality over quantity in building your content will result in more clients!

Factors That Impact SEO

There are many elements that can impact your website’s ranking including both on-page and off-page factors. These factors will be discussed in detail below but first, let’s discuss content.

Content Marketing

The type of content produced is going to be the most important factor in attracting the search engines and connecting with site visitors.

Having more relevant, higher quality content pieces on your site, will give you a better chance of being ranked higher on SERP’s by the search engines. Creating content that is engaging to visitors will most likely have them spending quality time on your site.

When creating content that is optimized for specifically for your site visitors as well as search engines, try to relate to your audience and have a variety of content pieces that are most relevant to them.

Examples of content that can be added to your site to help improve your search engine rankings are:

  • Informative videos
  • Infographics/visual content
  • Blog Posts
  • Linked social media profiles
  • How-to guides

When creating optimized content for your site that is SEO friendly, be sure to take popular keywords and phrases into consideration. Think about combinations of words and phrases that a typical user would type into a search engine to find answers to their questions or more information on products or services. Creating your content around these certain keywords and phrases will help tremendously with improving your chances of ranking higher on search engine results pages.

Creating brand new, fresh content is another factor that can impact your search engine ranking. Frequently posting new content to your site, updating posts, and adding new information are all ways to keep your content fresh. 

On-Page SEO

On page seo factors all have to do with the elements of your own website. The good news here is that these are things you have complete control over! Over time, you can work to improve these factors by optimizing both the content on your site and the HTML source code of a page.

Want to improve your search ranking? Check out these on-page SEO factors that can help do just that:

Title Tag 

The most important of all tags on your page is the title tag. The title tag outlines what the page is about; it is what users see on the search engine results pages, and also the words that appear at the top of each tab in your browser. 

Meta Description

The meta description tells search engines and helps visitors understand what your site is all about. A well written meta description can create a higher click-through rate with a greater chance of conversions, generating a competitive advantage.

Heading Tags 

Headings can be used to represent different sections on your page and should include multiple tags. H1 is the most important tag on the page and you should never have more than one. You can include multiple subheadings; h2’s or h3’s as users scroll down the page to represent different sections. 

Image Name & ALT Tags

When using images on your website, make sure to include your keyword in the image name or ALT tag. This is such a great way to help search engines better index your images and they can even appear when users search for images with that certain keyword.

Internal Links

A great way to help search engines learn a lot more about your site is by building internal links to other content on your website. An internal link is a link from one page to another page on the same domain. Internal linking allows users to easily navigate a website and help spread ranking power. Search engines use these links to navigate your website which is important because they will not find a page if there are no links to it.

Off-page SEO

Google and other search engines also take many off-page SEO factors into account when choosing what web pages are going to rank in each position. Off-page SEO is everything that takes place outside of your website, but still contributes to your ranking. You do not have complete control of these off page factors as you did with on-page SEO, but there are effective ways to improve your search engine rankings outside of the factors associated with your website.

The following are some off-page SEO factors that can help improve your search ranking:


Having high quality backlinks to your site is one of the most important factors of off-page SEO. You can get backlinks to your site by engaging in social media activity, influencer marketing, blogging and regularly creating high-quality, shareable content. 

Social Activity

Social signals such as likes and shares are another important factor of off-page SEO. Receiving quality shares from influencers is a great way to boost SEO. The more creative, relevant content you post to your site will result in the likeliness of people sharing your content with others.

If you would like help with your SEO plan, please contact IFTS for your free one hour consultation.