For this tutorial we'll consider a web page speaking of "houses, renting, Montreal"

Always keep in mind that when optimizing a web page, beyond the technical structure, the most important element is user-experience. If you over-do your optimization you will most-likely hurt your website's user-friendliness and this will negate all optimization efforts. Search Engines rate websites on hundreds of elements, the most important being content relevance and user experience. It is now known that search engines (Google, Bing etc.) evaluate website layouts, rate user experience, can read JavaScript and even interpret website design based on given parameters. Considering this information, it is vital to always think “user experience” when optimizing your web pages. However, even though there are hundreds of ranking factors for web pages, proper coding of textual content remains very important.

When optimizing a web page, we suggest targeting 1 to 4 keywords. The closer they are semantically, the more you can use. Example:
"car, vehicle, automobile" are all semantically close, so I could easily optimize one web page for all three keywords.
"car, motorcycle, go-kart" are all relatively similar objects, but not semantically close, I should optimize this webpage for only one of these keyword categories.

Create a keyword-rich page heading:

This page heading must contain as many of the keywords you are optimizing for as possible, yet it must remain "catchy" and "attractive".

Renting houses in Montreal

(This will be our main heading; it's simple, concise and sets the global subject of the web page) Keep in mind that search engines give more value to content located at the top of the web page (the first fold) which doesn’t require any scrolling.

Create a strong entry paragraph

Search engines give more weight to textual content that appears earlier on a webpage. Create a 300 character introductory paragraph, containing each keyword that concisely presents the subject matter.

Housing in Montreal has always been a hassle. Whether people are looking for apartments, condos or houses, the offers have always been limited and the prices very steep. However, this has created an enticing market for home-owners who can easily rent their houses at a very lucrative price anywhere in or around the greater-Montreal area. Being a home-owner who has been renting his house for the past three years, I'll share some of my wisdom and experience to help make your house renting a satisfying endeavour.

This introductory paragraph targets each of our keywords and even uses a few synonyms and tenses “housing, home, home-owner, rent, renting”. Using tenses and synonyms is very important to avoid over-repeating yourself, and to keep your text a smooth and interesting read.

TIP: always read your content over and over again. Read it the same day and a day later, if you feel comfortable reading your text then you are on the right track. However, if you stutter while reading, if the sentences feel broken, weak, incomplete or of low quality, then you should re-write your content. Remember: USER EXPERIENCE FIRST

Writing web page content

  • Use sub-headings (h2, h3) to make clean divisions in your content, and to re-use keywords as part of those headings.
    Renting Houses in Montreal
    How to put your house for rent
    Montreal real-estate agencies
  • Make sure to use your keywords in a frequent, yet unobtrusive manner. Avoid excessive repetitions. Make use of synonyms when appropriate. TIP: An old myth for web content optimisation is keyword/word ratio. However this type of page analysis can give you a rough idea whether you are abusing the use of keywords. Your keyword/word ratio for your content should be 1% - 3% and no more.
  • Vary your content-type. Make use of relevant images, videos or other rich-media. When using rich-media make sure to include a keyword-rich, relevant and useful alternative text.
  • Type for the web. Reading on a web page is not like reading a book. Web pages should be written with a "brochure-style" using strong content divisions and short, concise paragraphs. The cleaner your content division, the better. Reading a web page should feel intuitive and easy.

Guidelines when preparing content for a webmaster

Oftentimes people who create textual content for websites aren’t webmasters. At least this is something we often run into. We have a few guidelines for non-webmasters (using a word processor) when writing content for a website.

  1. Structure the content as you would have it on the web page.
  2. Put your keywords in bold where-ever they appear.
  3. Put alternative text for images
  4. Put your internal links as Bold and underlined text; make sure to put an alternative text in parenthesis beside the link. Make sure to mention where this should link to.
  5. Put external links in a Bold, underlined and red color, the webmaster should be apt and deciding if that should be a nofollow link or not.
  6. Try to avoid using uncommon characters and symbols as these will not always render properly on web pages.