<\/p>\n\n
”The best place to hide a dead body is the second page of Google<\/em>“<\/strong><\/p>\n\n <\/p>\n\n Why is an SEO checklist<\/strong> necessary?<\/p>\n\n Before we look at the technical SEO checklist to follow when writing and implementing content, let’s look at some preliminary points <\/mark>to be observed when designing it.<\/p>\n\n <\/p>\n\n <\/p>\n\n <\/p>\n\n It sounds trivial but it is not. Before writing from an SEO perspective, the copywriter must have clear in mind the main reason (why<\/em>)<\/strong><\/mark> why that content is needed<\/mark>. Having defined why that content is there and what it is aimed at, the writing process will be simpler and more coherent overall.<\/p>\n\n Once we have defined the why <\/em>of the content, <\/em>we must also define the recipient of<\/mark> it ( who<\/strong><\/em>), i.e., the target subject to whom it is addressed, and the message (what)<\/strong> <\/em>we want to deliver to it (the news, the main information that satisfies its search intent)<\/mark>. The choice of target audience is also crucial in defining the writing style: for example, content aimed at experts on a certain topic may have more technical vocabulary than content aimed at ”beginners.”<\/p>\n\n Having defined the goal, target audience and message of the content, it is necessary to identify the user’s search intent<\/mark><\/strong> (i.e., why a user performs a particular search on Google) and related keywords<\/mark>. <\/p>\n\n Four different types of research intent are identified in the literature: <\/p>\n\n For different search intentions, different types of ads correspond. For example, for a transactional search, the content must push the user toward conversion, which will certainly be easier than for an informational search user.<\/p>\n\n Once we have defined the keywords for which the content should be optimized, we need to understand how many times they are searched in a given time period<\/mark> (a month typically) and the level of competition that is present on them from our direct and indirect competitors<\/mark>. <\/p>\n\n Search volume helps us understand whether it is actually worth optimizing content for that keyword, while high competitiveness requires us to produce quality content that ranks higher and higher.<\/p>\n\n <\/p>\n\n <\/p>\n\n The Title (Headline) must contain the Main Keyword.<\/strong> <\/p>\n\n Example: main keyword = ”remarketing<\/mark>” \u279d content title = ‘‘Remarketing<\/mark> and Paid Advertising: Why is it critical in an online advertising strategy?”<\/p>\n\n It is good practice to include the Main Keyword in the Heading (H2, H3 etc.) of the content.<\/strong><\/p>\n\n Example: main keyword = ”remarketing<\/mark>” \u279d” Remarketing<\/mark> Concept”<\/p>\n\n In addition to the main keyword, include secondary keywords (LSI) in the content. <\/strong><\/p>\n\n Secondary keywords (LSI) are keywords that are synonyms or related to the main keyword and help the search engine algorithm better understand the topic of the content created.<\/p>\n\n Example: main keyword = ”remarketing<\/mark>” \u279d secondary keyword:“Remarketing Facebook<\/mark>“<\/p>\n\n Main and Secondary Keywords must be present with a certain density <\/strong>(\n keyword density<\/a>\n<\/em>) within the paragraphs of the content.<\/strong> <\/p>\n\n You have to strike the right balance, inserting the primary and\/or secondary keywords several times in the content text, while at the same time avoiding being lexically redundant.<\/p>\n\n The structure of the URL: the permalink must contain the main keyword. <\/strong><\/p>\n\n Example: main keyword: ”\n remarketing<\/mark>\n<\/em>” \u279d permalink: ”\n https:\/\/webgas.net\/it\/remarketing-e-paid-advertising\/”<\/a>\n<\/em>”<\/p>\n\n Inserting links (links) internal and external to our website related to content related to ours<\/strong>. <\/p>\n\n In this way we increase domain authority and improve SEO ranking. Such activity is also known as backlink<\/strong><\/a>. <\/p>\n\n It may be internal or external: <\/p>\n\n Specifically, the latter requires that the link be set as ‘‘follow<\/em>” so as to indicate to search engine bots to follow the link and highlight the correlation between the two pieces of content.<\/p>\n\n Insert tags and categories for each article. <\/strong>It is essential to insert specific tags and categories for the articles created within our blog in order to categorize and order certain topics <\/mark>and make it easier for search engine bots to crawl them. <\/p>\n\n Example: we have the following two articles: ”The Ultimate Guide to Pmax Campaigns in Google Ads<\/em>” and ”The Different Types of Campaigns in Facebook Ads<\/em>.” <\/p>\n\n Since they both deal with the same topic, i.e., digital advertising, you can think of placing both articles in the same category called ”digital advertising<\/em>” and use the tag ”#googleads<\/em>” for the first article and the tag ‘‘#facebookads<\/em>” for the second.<\/p>\n\n Insert images, name them by entering the main keyword and use the ALT TEXT attribute. <\/strong><\/p>\n\n Within an article or landing page, the inclusion of images is essential to make the content visually appealing and more easily readable for the reader<\/mark>. <\/p>\n\n As Google crawls images, it becomes essential to name them by entering either the main keyword or a secondary keyword (keyword-principal.<\/em> jpg or keyword-secondary.jpg<\/em><\/mark>)<\/strong>, and the use of the ALTTEXT<\/em><\/strong> attribute (alternative text<\/em>)<\/strong> through which we describe the uploaded image in a few words, which of course must be in line with the content, is also rewarded.<\/p>\n\n Insert meta description. <\/strong>While it no longer directly affects the SERP ranking of the content, the meta description<\/a> cannot be missed within this SEO checklist as it can still indirectly affect it. <\/p>\n\n It is good practice to include the main keyword within it and a call to action<\/mark>, so as to stimulate the user to click and increase the CTR.<\/p>\n\n Making reading easy and pleasant, improving the user experience. <\/strong><\/p>\n\n One of the most important factors taken into consideration by the search engine is definitely the user experience within our site. Therefore, it is necessary to take all measures to make reading our content enjoyable. <\/p>\n\n It is therefore necessary in general to avoid blocks of text, insert bullet points, images and separators<\/mark>. The longer the user dwell time within the page they land on, the higher the SEO ranking of our content as Google will infer that that content is relevant and pertinent to users searching for that particular query.<\/p>\n\n <\/p>\n\n The ‘content marketing activity in a brand’s digital strategy is often crucial in the pursuit of set goals and very often it requires the creation of content that is indexed within search engines<\/mark>, who care deeply about one thing: ensuring relevant and quality results for the users who use that search engine to find answers to their endless questions.<\/p>\n\n Therefore, it becomes essential for a copywriter to write SEO-oriented and to be well versed in the main rules of optimizing content for a search engine<\/mark> (SEO is in fact an acronym for Search Engine Optimization<\/em>) so that win-win <\/em>results can be achieved for all parties involved:<\/p>\n\n To simplify the process of creating your own and to help you write from an SEO perspective, our Content Marketing Specialist Monica has created a very useful and practical SEO checklist template<\/a> that you can use whenever you see fit. <\/p>\n\n![\"Guidelines](\"https:\/\/webgas.net\/wp-content\/uploads\/2022\/09\/linee-guida-per-scrivere-in-ottica-seo-1.jpg\")
<\/figure>\n\nBEFORE WRITING THE CONTENT – WRITING IN SEO PERSPECTIVE<\/h2>\n\n
1) Define the objective of the content<\/h3>\n\n
2) Define the recipient of the content and the message<\/h3>\n\n
3) Define search intent and related primary and secondary keywords (keywords)<\/h3>\n\n
4) Analyze the search volume and competitiveness of primary and secondary keywords.<\/h3>\n\n
![\"write-in-optics-seo\"](\"https:\/\/webgas.net\/wp-content\/uploads\/2022\/09\/seo-copywriting-divi-1024x684.jpg\")
<\/figure>\n\nCONTENT WRITING – HOW TO WRITE IN SEO PERSPECTIVE<\/h2>\n\n
The Title<\/h3>\n\n
Tags H2, H3 …<\/h3>\n\n
Secondary Keywords<\/h3>\n\n
Keyword density<\/h3>\n\n
The slug<\/h3>\n\n
Link Building<\/h3>\n\n
Tags and Categories<\/h3>\n\n
Optimizing images<\/h3>\n\n
Meta Description<\/h3>\n\n
User Experience<\/h3>\n\n
![\"write-in-optics-seo\"](\"https:\/\/webgas.net\/wp-content\/uploads\/2022\/09\/checklist-seo.jpg\")
<\/figure>\n\nCONCLUSIONS<\/h2>\n\n
BONUS: SEO TEMPLATE CHECKLIST<\/h2>\n\n
![\"write-in-optics-seo\"](\"https:\/\/webgas.net\/wp-content\/uploads\/2022\/09\/seo-checklist-evidenza-black-1024x536-1.jpg\")
<\/a>