Updating old pages which need an update or redesign
1. Metadata: recheck the current search volume and CPC of keywords being used in these elements and
1.1 update your title accordingly with the primary keyword you have found to be most relevant to your page
1.2 Update your meta description again stick to the safe bet of 160 characters (up to 920 pixels.), and if
google deems it needs more according to the specific search query it has space to add or change the description with the relevant content form the page
1.3 Keywords: at your discretion, But it still doesnt count for anything other than for the keyword density in the code.
2. Open graph Protocol meta data your OG tags
2.1 og:title This will be your title of the facebook post
Objective: In bold so keep it interesting and compelling
eg: <meta property=”og:title” content=”Very similar to your meta title” />
quota: Similar to your meta title : recommendation: 60 – 80 characters – Facebook will truncate after 88 characters.
2.2 og:description This will be the description of the facebook post
Objective: Very similar to your meta description in the serps this will describe what the page / post is all about, keep it compelling with a soft CTA in it to increase the CTR
eg: <meta property=”og:title” content=”Very similar to your meta description so keep it compelling with a soft CTA in it to increase the CTR ” />
quota: Similar to your meta description : recommendation: 100 – 200 characters – Facebook may display up to 300 characters.
2.3 og:type The type of content being shared
Objective Clarifying the specific type of Structured Properties
eg. <meta property=”og:type” content=”website” /> – the most common type Get the full list here > http://ogp.me/#types
2.4 og:url The url the shared post will link back to, this should most likely be the same as the canonical url of the source page
Objective The selected url which the post will link to.
eg. <meta property=”og:url” content=”https://www.domain.com/specific-page/” />
2.4 og:image This will be the selected image you choose to display for your social media post
Objective: Use a image which you can choose for your post, instead of facebook or other social media channel selecting one at random for you. keep it interesting to increase the CTR
eg: <meta property=”og:image” content=”http://www.domain.com/your-predefined-image.jpg” />
quota: There could be 2 cases here
case 1: If the image is smaller than 400 px x 209px the image will be displayed with the content on the right of the image
case 2: If the image is the recommended 1200px x 627px, the image will be displayed above with the content coving the full width of the post
Recommended is: 1200px x 627px (1.91/1 ratio)
2.5 Other OG tags include read more on the details of these tags here > http://ogp.me/
On page elements
Before creating the content of the page you should have a good understanding of who which audience the content is targeted towards and their level of understanding and interest.
This will help you find relevant topics and keywords and structure the content accordingly.
Proper use of the heading tags in the page content, depending on the length of the content the structure may vary with the recommended use of the various heading tags.
Recommended structure :
1(H1) Usually used as your article title , with your primary keyword placed in it.
It too should be short and concise very similar to your meta title and also holds the same on page seo value as the title. So use very wisely.
The H2 heading can be used 2 or 3 times provided you have ample supporting content under that specific keyword topic with supporting H3 tags with supporting content for it.
Your H2 tag(s) should be an alternative keyword to your primary keyword used in the H1 tag,
you want to target 2/3 keywords per 500 word article beyond that you can target more keywords depending on the quality and quantity of the content.
It too should be short and concise very similar to your H1 tag. So use sparingly and wisely.
The H3 tag(s) can and should be used to provide a heading for a specific piece of content which clarifies or provides more information on that topic/ heading
preferably a LSI keyword or related topic of the primary keyword.
The H4 and H5 headings can be used to specify subset headings with the content of your primary headings.
The H6 heading is rarely used similar to meta keywords use at your own discretion.
Your content and elements to use within
Make use of formatting content in various formats such as bullet point, ordered lists, table comparisons, quotes and paragraphs.
This will help users and google alike, identify subsets of content specifically related to a commonly search keyword phrase which you should have used in a H3 heading.
If its deemed useful google may present this subset of data in a featured snippet and thereby gain position zero for that keyword.
If the article is exceptionally long its a great idea to add a internal table content linking to specific sections of the article,
this will help the user find the piece of information they are looking for specifically or most relevant to them.
In a sea of content it is of utter importance to guide the user through the content to help they find the piece of information they are looking for, thus the use of headings and formated pieces of content layout.
Also you want to guide they to take the intended action you had in mind, whether it’s clicking a certain links or signing up to a newsletter or a lead generation form.
The CTA should be clear and outstanding used with a coloured button or heading and a direct action to take.
Add new images
Add new or more relevant images to the post and content sections with a good alt image description, representing the image and the surrounding content also a place to add keywords which you were not able to create content for or keywords which you may want to rank for in google images.
Adding a share widget is also useful to increase the probability of sharing the article on social media to gain further exposure of the article.