Digital Marketing – On Page SEO

Presented by Mike Clay on 01/08/2018 2:00pm

On-page SEO has changed through the years. Some techniques that used to yield great results are no longer considered to be best practice.

Mike Clay shares the secrets to which methods make the most impact when it comes to publishing your content. Don't miss this!

Use keywords in a silo structure.

Silo structure helps search engines develop a theme for the site. They’re designed to link “up” the silo and never cross over into the other silos.

Start by…

  1. Segmenting main topics into silo pages.
  2. Building categories to support them.
  3. Using posts as supporting articles.

Example path:

Learn What Google Believes is Related.

Search via incognito (Chrome browser) and look at each of your silo and category keywords.

Start a spreadsheet and list what keywords are showing for which content.

The content shown is what Google wants.

If it has a map pack you need to optimize maps. With in-depth articles, you’ll need schema marked up in articles.

Make the Content Crawlable

  • Accessible URLs
    The URL for the page usually contains the primary keyword but be careful not to over optimize.
  • No “?” in the URL string
    Don’t allow your URLS to look like this:
  • Use custom permalinks.
    Good Path Example:

Use caution using the same word in the URL string more than once – Twice is acceptable only if it’s a commonly used word.

Craft a Compelling Title

This is the first line of sales copy.

Many times, a page title is the big blue link in the Search Engine Results page. Your page title MUST contain the exact primary keyword if it’s not in the URL. If it IS in your URL, then use an LSI (synonym) of the primary keyword.

Use Header Tags Properly

Header tags are to split up content, NOT a design feature! Header tags are for Marketing. They divide the page up like a newspaper.

About H1 Tags

The title of your page is an H1 and usually contains a variation of your primary keyword (different word order). Titles MUST be unique for each page.

H2 – H6 Tag Use

These header tags should not use the primary keyword. Using secondary keywords can work well but they MUST be unique to any individual page.

At the time of this webinar and post, H3 tags are carrying the most weight for search results.

Set Proper Indexing

No-index the

  • category
  • tag
  • author pages
  • member pages

No-indexing can typically be set with a good SEO plugin like Yoast or SEO Ultimate.

Keyword Meta Field

Meta keyword field on individual posts and pages should be left empty.

Google typically ignores this field. If by chance they see and gather the data, they can count the keywords used here toward over optimization and hit you with a penalty.

The keyword meta field tag is only used for press releases and sites that search engines consider press sites.

Meta Description

Meta-description should

  • be used as sales copy.
  • not contain the primary keyword more than one time
  • have a brand phrase
  • have an LSI (again, this is a synonym of your keyword using the linked tool below) phrase.

Meta-descriptions are now authorized to use up to 300 characters.

Keyword Density

  1. Primary keyword must appear at least once in the content.
  2. Single-term keyword under 2.5% density – with your primary landing pages needing around 1200 words.
  3. Two-term keyword density preferably under one max1.5% sitewide.
  4. Three-term keyword density preferably under o.2% with a maximum of .25% density.


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Free online search engine and SEM tools to help you with your search engine strategy.


Presenter Bio: Mike Clay

Mike Clay is a Digital Marketing Consultant. Mike founded Clay Digital Consulting - an Atlanta based firm of Marketing Consultants, in 2013. His team is highly trained in Digital Marketing and Branding. With skills ranging from graphics design to Neuro-Marketing, they push the limits to the cutting edge and work to be the innovators in the Digital Marketing industry.