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Using This SEO Template

This SEO Template will let you organize your website's on-page SEO Additional Tips:
(search engine optimization). It will help you formulate a plan, make it * Plan each SEO eleme
easier to coordinate pages and keywords, and allow you to track both * Use a variation of the
changes and results all in one place. To make this template easy to * Optimize each page f
use, this cover sheet will break down how to use each section within * Once you finalize you
the template, highlighting the nuances of the layout and while your website, or pass t
providing tips for to help you maximize your productivity using this to implement for you.
Note: This will take time
Column A: Content Type Next
week. Step:
The content type denotes the type of page you are working on. Is it
your home page or an internal page? Is it a landing page or a blog Simplify your search e
post? A product page or a thank-you page? It's important to note which tool for free. While thi
page you are editing to keep track of how the edits relate to the page SEO through pla
overall mission of that page. monitor how all your w
Column B: Current URL
The HubSpot Keyword
The current URL is something that can be entered manually or
competitors are curre
exported from a site crawler report. HubSpot's Page Performance tool
the keywords you sho
(under Reports) allows you to export all indexed pages on your site.
From that exported document, you can simply copy and paste the
URLs. If you are not using HubSpot you can try using a free tool like
Xenu's link crawler (http://xenus-link-sleuth.en.softonic.com).
NOTE: You will inevitably have to do some sort of file clean up on this
file import. In addition to the pages you want to review, most tools will
export pages from your webiste that you may not want to optimize.
Organize your template/spreadsheet by order of importance and focus
on optimizing 5-10 pages a week based on the URL. This will allow you
to pace yourself and use your time wisely on the road to optimization.
Column C: Current Page Title
The current page title is as simple as it sounds -- the current title of the
page you have selected to optimize. Page titles can be exported with
either tool mentioned above (in the "current URL" section).

Column E: Current Page Description


The current page description is a simple the description of your page.
It is also commonly referred to as the page's meta description. Page
descriptions can be exported with either tool mentioned above (in the
"current URL" section).
Column G: What's the purpose of the page?
Define the overall goal of this page. This is something you will want to
manually define (perhaps for each page or for a group of pages). Is it
to provide product information, define a solution, serve as FAQ,
promote an event? What's the end goal? Has the content on this page
delivered that purpose?
Column H: Who is the target audience?
On-page SEO starts with this key concept. Your target audience, or
buyer persona, is the market for whom you are writing your content. If
you don't know who you are writing for, or who you are trying to
attract through your SEO tactics, your content will be aimless. Clearly
define which persona type each page targets.
Column J: Edit Date
Make a manual note of the date each time you edit a particular page.
In the end you cannot edit all pages at once, so it is important to note
when changes occurred -- especially if you have to report progress
back to someone else, such as a boss or a client.
Column K: New Page Title
This is where the planning for your new SEO strategy begins. Manually
note/plan new page titles for a particular page. The goal here is to lay
out the purpose of the page without being redundant. Best practice for
page titles is "Keyword | Keyword Variation." See an example on the
optimization template.

Column L: Page Title Length


The length columns will make sure that you adhere to certain
character limits. The recommended length for page titles is 70
characters. This temlate automatically calculates page length for you.

TIP: A quick and easy way to kick off your optimization project is to
update all page titles longer than 70 characters.

Column L: New Page Description


Enter your new page description. Descriptions should be one short,
declarative sentence that incorporates your keyword -- which you laid
it out in your page title -- in some form. The page content should not
just repeat verbatim the content you have it on the page itself.
Column N: Page Description Length
The length columns will make sure that you adhere to certain
character limits. This will automatically be calculated for you. The
recommended length for page titles is 150 characters.

Column O: Target Keyword


Think of your target keyword as the designated topic for a particular
page. Define only one topic per page. This allows you to go more in
depth and provide detailed information. This means that you are also
only optimizing for one keyword per page.
NOTE: There a few exceptions to this rule. For instance, your home page
would be a potential candidate for multiple target keywords. The goal
of your home page is to explain what your entire website/business,
and you may need a few keywords (four typically) to do that.

Column P: Content
Aim to have at least 500 words per page. Your content needs to be
thorough, clear and provide solutions. Again, write for your target
audience. How can you help them? Compelling content is also error
free - check spelling and grammar. Format content to make it easier to
read and digest.
Column Q: Header
Define what you will use as a header to introduce your content.
Formatting your headers helps make content easier to read and digest.
It also provides visual cues to your readers and search engines.
Typically the very first header is an H1, or header one, on a page.
However, if you have clearly defined the purpose of the page
somewhere at the top, you may not need to strictly follow this design
Column R: Subheaders
Subheaders serve the same purpose as headers, but to introduce sub-
sections of your content. Use sub-headers to visually break up your
content into smaller bite size chunks.
Columns S-T: Images
Another great visual cue to offer your readers is an image. An image
on your page is a great anchor and draw to your content, particularly
for blog posts. Ensure the image is relevant, related to your content
and large enough to draw interest. Aditionally, name the image file
appropriately. Includea keyword and context with your image name.
For instance, opt for a descriptive "keyword_and_how_it_relates.jpg"
rather than "image123.jpg". Provide an alt text description whenever
Columns U-V: Internal links
Anytime you include references to other sources or pages in your
content, you need to provide a link to that referring source - whether it
is your own content or an external source. When you link to outside
sources you have the option of passing SEO credit or not. If you decide
not to pass credit, that link becomes "no-follow" link. A "no-follow" link
means a search engine crawler will not follow that URL/link. However,
as long as the site is reputable, the best practice is to provide SEO
credit to that source as you link to it. Linking to other pages is used to
cite sources and to provides more in-depth information. For instance, if
you have an overview page where the goal is just to highlight and
briefly touch upon a subject, and you have a deeper internal page that
goes into more detail, it makes sense to link to that internal page from
your overview. The text you use to create the hyperlink is called the
anchor text. Often, you'll see the words "click here" or "read more" as
anchor text. That works when appropriate, however, whenever
Column W: Social Media Sharing
How people use your content is a critical factor of a page's
performance, and social media sharing is a big component of your site
SEO. Make it easy for people to share your content by including share
links in a visible place.
Column AA: Calls-to-action
Every page of your website is a conversion opportunity. To make this
possible, include at least one call-to-action on every page. Many
pages may have multiple calls-to-action. When possible include a call-
to-action at each stage of the buying funnel - top of the funnel (TOFU),
middle of the funnel (MOFU) and bottom of the funnel (BOFU). As you
add or edit/update calls-to-action (perhaps making them more
relevant), be sure to also note conversion rate changes.
Column AG: Notes
Make notes if needed. You may want to note if a page needs to be
updated entirely because the content is out of date. Or perhaps a topic
needs to be explained further and thus you want to blog more about it.
Note if a page needs to be movedm if the URL changes, or if a 301
redirect needs to be set up. It's a good place to track to-dos.
Additional Tips:
* Plan each SEO element in columns B-AE on the next tab.
* Use a variation of the "Target Keyword" in each element.
* Optimize each page for one term only.
* Once you finalize your SEO plans, implement these changes on
your website, or pass the work along to someone (IT or a third party)
to implement for you.
Note: This will take time to complete, aim to work on 5-10 pages a
Next
week. Step:

Simplify your search engine optimization by trying HubSpot's SEO


tool for free. While this template will help you organize your on-
page SEO through planning and tracking, it's important to then
monitor how all your work is returning results.

The HubSpot Keywords shows you which terms you and your
competitors are currently ranking for, and helps you understand
the keywords you should be targeting.
Scroll to the right to complete template >>
Plan each SEO element in columns B-AE. Use a variation of your Target Keyword in each element.

Content Type Current URL


i.e. website page, blog
post, landing page etc.
Example
http://www.domain.com
(home page)
Home Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
te template >>
B-AE. Use a variation of your Target Keyword in each element.

Current Page Title

Company Name :: Internet Marketing Systems, Internet Marketing, Marketing Software


Length Current Page Description Length
70 character 150 character
max max

82 Internet Marketing Software, Internet Marketing, Marketing Software 67


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What's the purpose of the page? Who is the target audience?

define value proposition define persona

home page, explain scope of businessenterprise, 200+ employees, technical


Marketing Campaign Edit Date

list each related campaign

Branding and Social Media Campaign MM-DD-YY


Title
New Page Title
Length
70 characters max, separate keyword phrases w/pipes
(keyword | keyword)

Internet Marketing Software | Product Name & Type 49

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Description
New Page Description
Length
150 characters max. Short sentence.

Company name's internet marketing software has XYZ for XYZ persona. 67

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Target Keyword Content

Internet Marketing
needs to be updated. See Google doc.
Software
Header Subheaders

All-in-one Internet Marketing SoftwareProduct specific sections


Images

keyword inclusive file name alt text

/images/internet_marketing_software_demo.jpgfree demo of our internet marketing software


Internal Links

anchor text(s)

links to specific product pages and case studies, link to landing pages
Social
ks Media
Sharing
destination page(s) y/n Top of the Funnel (TOFU)

http://www.domain.com/internal-page Yes whitepaper download


Calls to Actions
TOFU Pre Optimization TOFU Post Optimization Middle of the Funnel MOFU Pre Optimization
Conversion Rate Conversion Rate (MOFU) Conversion Rate

12% 25% needs to be worked on NA


NOTES
BOFU Pre BOFU Post
MOFU Post Optimization Bottom of the
Optimization Optimization
Conversion Rate Funnel (BOFU)
Conversion Rate Conversion Rate

13% free demo offer 5% 15%