Have you ever needed to access content and had trouble finding it? Or typed the address in the respective field and failed? It is very likely that both situations are due to an unfriendly URL.
Ideally, you should avoid using special characters, numbers, and different letters, such as "ç". Also, the more your URL focuses on the keyword, the better. This is a way to create an address that is easy to remember and access.
For example, the text " After all, how does Google's algorithm lawyer email list work? " was published on Hubify's blog. The agency's website is . The blog adds the respective partition and becomes: . Since the content is in the SEO category, it is described as: . And the keyword is "Google algorithm".
Do you understand how the structure should be? This internal structure is quite organized. Therefore, it is easy for Google's crawler to read . There are still other recommendations: you can use Google's URL creator and adopt the following tips:
include the keyword;
be short and easy to interpret;
have a subdomain;
use hyphens to separate words, as Google does not understand spaces;
be related to the title of the post.
Heading tags
Do you know H1, H2, H3 and so on? They are technically called heading tags and are essential for organizing content. This is because they identify the priority of each item on the page. Therefore, the title is always H1 and it should only be used once in each URL.
The rest can go from H2 to H6. However, the most common is to use H2 and H3. To make it clearer, let's use this text as an example:
H1: SEO — everything you need to know from basic to advanced;
H2: what is SEO, what is the origin of SEO, what are the types of searches, etc.;
H3: navigational search, informational search, transactional search, Onpage SEO, Off Page SEO and more;
H4: content quality, content length, internal title, SEO title and others.
Do you understand how the text is hierarchical? Just as it is easy for you to understand, it also becomes easier for Google's algorithm to read and consider the text relevant. Other benefits of this structure are:
facilitate crawler interpretation ;
flag the most important information;
define the topics covered;
simplify post scannability.
LSI: keyword
Using the same keyword all the time is no longer a recommended practice. If before it was enough to simply use it several times, through a practice called keyword stuffing , this measure is now frowned upon by the algorithm, to the point of punishing the website or blog, depending on the situation it is in.
This is because simply inserting keywords makes the content of lesser quality. Furthermore, variations were not considered, the focus was only on the exact term. Since the launch of Hummingbird in 2013, this scenario has changed.
The semantic field has become important and the quality of the content has become essential to meet the reader's demand. That's why the Latent Semantic Index is the main one. It indicates that you should use words related to the text's keyword. Google will understand and rank them in the same way.
The use of these related terms should be natural, just as it would be in conversation. For example, if your keyword is “SEO,” you could use variations of the following:
Search Engine Optimization ;
search engine optimization;
search engine optimization;
improvements for search engines;
optimization for Google.
And there are other possibilities, you can even put a comma or a period between the keyword and the LSI, to ensure that it will be understood. For example, if the keyword is "digital marketing in 2020", you could construct the following sentence, without compromising the meaning: "This is why you need to know more about digital marketing. In 2020, the trends are:".
So, be creative and see how far you can go. If you have any doubts, the tip is to search with the exact keyword and then with the variation to see if the results will be similar. If the answer is yes, you can include it in the text!