After you’ve done careful keyword research and amassed a list of keywords to target it is now time to actually write and publish that content. In this blog post I’ll go over some of the best practices for on-page SEO and how to structure the content you write so that it’s optimized for search engines.
What are header tags?
One way to indicate to Google what your content is about is to have well-defined header tags. If you’re familiar with HTML (and don’t worry you don’t have to be for any of this) then you may be aware of <h1>, <h2>, <h3>, etc.
These markup elements help you define different text elements in your content. These elements help search engines know right away what the page is all about.
If you think about a well-written essay or research paper it will have a title, which tells the reader what to expect if they were to start reading it. For SEO that title is your <h1> tag.
How to structure your content with header tags
When you go to create a new post or page in WordPress the “Add title” section is where you’ll put in the title of the piece of content you’re writing, which then auto-generates as an <h1> tag when WordPress renders the page on the front-end.
For a food blog the title should be the name of your recipe and/or the keyword(s) you identified when you did your keyword research exercise.
There should only ever be one h1 tag. The content on the page will then cover that topic just like an essay or research paper.
Going down the list of header tags you will then start to use <h2>, <h3>, and so on to cover topics that expand on the already established topic of the post/recipe you’re creating.
An <h2> will cover a subtopic of the <h1>, and <h3> will cover a subtopic of an <h2>. So for example an <h2> would likely be “what is [keyword/recipe]”, followed by “how to make [keyword/recipe]”, and so on and so forth.
Note: Aside from the <h1> your headers don’t always have to contain the keyword that content is trying to rank for. We’ll cover writing for humans and not for Google later on.
People are asking…
From your keyword research you may have found that in relation to the recipe you’re writing about, there was a “People also ask” section as part of the search results. You’ll want to incorporate these questions into your content and provide answers for them.
This format means you’ll have headers that pose a question (typically a search keyword, e.g. “what is [keyword]?” or “how can I make [keyword] gluten-free?”), and the following paragraph accurately answers it.
If you do this well then you’ll shoot to the top of the first page in what’s called answer boxes or featured snippets.
In your keyword research you should have grouped together keywords that are similar and related to the same “parent” topic along with the questions people are asking in relation to those keywords. By writing a piece of content that covers every aspect of that keyword and satisfies the search intent of the user then you’ll have a better chance of moving up in search results.