On page SEO is really one of the areas where Sagapixel shines.
Interviewing candidates for SEO positions here has led me to believe that most of the SEO industry really doesn’t know how to do on-page SEO well.
We have a process that we’ve developed to maximize the relevance of any piece of content that we produce and ensure that a computer interprets our content as being about what we’re targeting.
There are a couple approaches that we employ as well as tools that we use to make sure that this happens. So let’s take a look at them.
On-Page SEO for a Service Page
Here’s an example of a service page that we’re writing for a new practice in El Paso, and we’re targeting the query “child support lawyer in El Paso, Texas.” The very first thing that needs to be done is perform the search, open up all of the top results.
We want to write an outline that’s going to check all of the boxes, cover all of the sub topics and answer all of the FAQ’s that someone could potentially have about this topic.
In particular, when we’re dealing with a small market like El Paso, we’ll probably go a step further and look at a market like New York, Los Angeles, and perform the same search there to see what it takes to rank for this query in a large market.
What Website is Performing “Better than It Should?”
What we want to see if is there anyone ranking for this query in a position that seems higher than it should be.
In other words, this divorce attorney in New York is ranking well, even though they have a domain rating of 1. If they’re outranking websites that have much better metrics and stronger backlink profiles, what’s going on with this website?
What are they doing with their on-page SEO that’s placing them there over websites that conventional SEO knowledge would dictate?
We’ll gather all this information, put together an outline and then pass it over to one of our attorneys to write.
Optimizing Content Using Natural Language Processing
Once an article is written, we’ll throw it into a tool like Google Cloud’s Natural Language Processing Demo.
In this case, I took an article that we’re working on cosmetic surgery trends and threw it in here.
We’re going to analyze a few things.
How Does Google Cloud’s NLP Tool Categorize This Content?
First thing is how does Google categorize it?
In this case, it understands, okay, this is about cosmetic surgery and medical procedures. It has a 94% confidence that this is the case.
I’m good with that.
Anything that’s a 0.7 and above usually is good to go. A 0.9 and above is really where we want to be. And in this case, we’ve checked both of those boxes.
What Are the Most Salient Entities in This Content?
The next thing we have to check, however, is, well, what are the most salient entities in this case?
It’s an article about plastic surgery marketing trends. It should feature entities related to marketing, SEO, and so forth and so on.
So let’s take a look. As I look at the entities extracted here from the document, surgeons, marketing, TikTok, Instagram, SEO, advertising, plastic surgery, marketing.
These are all the most salient entities, which tells me that Google understands that this is about the thing that I’m targeting.
The next thing that we would do with this is take the query, throw it into Surfer SEO “cosmetic surgery marketing trends.”
And we’re going to compare piece of content to a number of the top ranking results. So I’ve pasted the content in here. I’m going to go take a look at what we’re comparing it against and it doesn’t look like any that we’re comparing it against any irrelevant websites.
We can compare it in the word count. It is important to see what the subtopics are that all of these other articles are mentioning how frequently they mentioned them, mentioning them and use this information to increase that relevance.
So to start with, I’m seeing here that we really didn’t use the keyword “cosmetic surgery marketing trends” anywhere in the piece. This tool says that we need to use it anywhere from three to 17 times.
So I’m going to go through this and rework it.
It also thinks that we’ve used the term plastic surgeons too frequently.
Maybe we need to work on it and use some other variations. Like we want to rank for queries related to cosmetic surgery as well. So mentioning cosmetic surgeons would probably benefit.
So in the next step we edit the document, we run another analysis, we edit it more.
We run another analysis. And when we get to the point where it seems like the content is more relevant, richer, more comprehensive than any of the existing results, we’ll get it over into the Google doc and over to you for final approval. Once you approve it, it goes live on your website.