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Search Engine Optimisation (SEO)

Search Engine Optimisation allows search engines (e.g. Google) to push content to the top of search results. When we write content we need to utilise our keywords in a few key areas outlined below.

When writing, the approach taken should always be user first. Write your content with your user in mind and then go back and slot in your keywords.

Here are a few of the basics below - and we also have an extensive guide which includes ways to check or test metadata.
 

Title/Meta tag

This is different to page headings (H1). The title/meta tag is the title that will show up on the search results page in Google etc..

 

When you enter the title in AEM it will not appear in the body of the webpage. The way we should write a title tag is:

 

  • It is the title of your page - as you want it to appear in a search engine result
  • Should be about four to five words (about 55-60 characters) using targeted keywords.

Meta description

The meta description appears under the meta title on the search results page in Google etc..
 

When you enter the title in AEM it will not appear in the body of the webpage. The way we should write a title tag is:
 

  • Descibe the content on the page
  • Mobile first - use up to 160 characters
  • Form a complete sentence
  • Include keywords
  • Unique for every page.

 

Headings (H1)

This will appear at the top of your webpage and a good H1 should:
 

  • Describe what the page is about
  • Incorporate keywords where possible
  • Have a maximum of three lines
  • Be short and to the point.

 

Alt tags

These describe an image for search engines and screen readers. You should:
 

  • Describe the image succintly - ensure customers with screenreaders get the same experience as everyone else
  • Use keywords to describe the content of the image in a few words. Make sure the image is being used only on your page as the same image could be used across different product pages.

 

 

 

Body content

This is the content that makes up the rest of your page. When writing bear in mind readers usually won't read every word on your page - they scan looking for keywords, phrases and interesting links that stand out. Here's how to create the body copy on your page:

 

1. Break it up

  • Write for mobile first - less is more
  • Use subheadings and listicals - it helps with scanning and SEO
  • Pu the most important copy as high as possible on your page
  • Aim for bite-sized chunks of text
  • Include links to where you want people to go next.

 

2. Use plain English

  • Clear, concise and simple sentences
  • Using familiar, everyday words and phrases
  • Use personal pronouns e.g. I, we and you
  • Use contractions e.g. we've, you've, we'll
  • Avoid bank jargon, 'corporate speak' and cliches.

 

3. Keywords

Use the H2 heading to target keywords that didn’t fit in the H1 heading. Same goes for the H1 -you can target secondary keywords that didn’t fit in the meta title.

 

4. Hyperlinks

  • Use contextual hyperlinks to gude users to other pages e.g. When choosing a transaction account, consider the number of transactions you may have in a month.