Content architecture (from an SEO perspective)

Content architecture (from an SEO perspective)

Chapter 4: the different nature of keywords, their competitiveness and how they can help us achieve certain specific results.

In the previous chapters we introduced you to the complex world of SEO, and how this needs to be streamlined through certain why actions Google may consider our site. A chapter on one of the following follows core activities of Search Engine Optimization, where we explain the different nature of keywords, their competitiveness and how they can help us achieve certain specific results.

Of course, the simple fact of know the keywords it doesn't help your site rank. That's why in this chapter we tell you how to use the information you got in the previous chapters to lay the architectural foundations of content not only interesting, but which also contain the right little words: keywords. Through them, which should always be used according to the right SEO rules (i.e. not too much, but not too little, and strategically placed), your site will acquire an essential factor: the relevance. If you're good enough with your lyrics, you'll also be able to get authoritativeness. And then you will have conquered SEO. But where can you start?

Content architecture

The choice of title

You can do it at the end or you can do it at the beginning. Whichever path you decide to take to create the perfect headline, you'll get to this point and need to know the importance of this element. The title marks the rhythm of a text. Here are some pointers:

  • It must contain the main keyword: have you identified the keyword that you would like to be tracked by Google?
  • It must be an honest title, and briefly tell what the user will find inside the text.
  • It has to be inserted in a short sentence that makes sense: using keywords without context is not a good activity for Google.

For SERP purposes, the title shouldn't be longer than 65 charactersincluding spaces. Also known as the H1 TAG, the title determines the meaning of a text, and it's so important that it will be the first thing users see on your page when they enter the keyword into a search engine. That's why it must be clear, simple and honest: the first impression is not forgotten.

Metadata: A meta description that expands on the title

The second step is certainly the meta description, i.e. a concise, immediate description of the page capable of conveying the related and secondary keywords that Google and the user should take note of. This text, which it should never exceed 160 characters, appears below the title within the Google SERP, and uses a persuasive tone to convince the user to click on your result.

Text and its formatting

Now that you've thought of a headline, you can start writing your article. Within this long text, the information must be clearly displayed and easily accessible. What does it mean? It means that all the content you have must be inserted into the text and divided into paragraphs separated by Tag H2 and TAG3 which sanction the hierarchical order. Not only does this allow you to break up the text, so as to make it more usable: this procedure allows you to give a precise order to the information.

Everyone has their own specific ideas when it comes to writing effective copy, and we're sure you'll find your way one day too. For the moment, here are some general tips for creating useful and, above all, SEO-optimized texts:

  1. Start: At the beginning of the text you must summarize all the keywords you have chosen to use in the text. To do this, ask questions and explain to the user why they are here. (ex: Is your pizza not rising? You can't get it cooked right in the center?). In this way, you can easily re-establish why the user is on your page and reconfirm that his doubts were once yours as well. The beginning is usually a short summary paragraph.
  2. CONDUCT: At the heart of the article it is necessary to provide the necessary answers to the questions listed at the beginning. Here keywords are used to give the answers that the user has come to look for from you, organizing them through a system of H2 and H3 which helps to immediately identify the information. The truth is that a good article must be nice to read and, at the same time, it must be understandable enough to be read "accidentally", summarily, and equally understood.
  3. CONCLUSION: In this section of the article it is appropriate to provide additional information to that requested by the user: useful insights that can arouse the interest of a person, inviting him to search again within our site, without abandoning navigation.

How often to use keywords? (Keyword Density)

In order to transform a text into an SEO optimized text, therefore, we must use keywords, but without exaggerating. Some CMS show you the “keyword density", Or the percentage of times you used the keyword within the text. Make sure it never exceeds 5% and Google will definitely like you more!


Il Bold is an essential tool for turning useful text into fabulous text: it's the final coat of paint that allows you to instantly see the information you've hidden in the text. We are of the opinion that a text should always be pleasant and easy to read, but at the same time a user should be able to read only the bold type and equally understand the meaning of the text. Here is the bold's mission: highlight the juice.

Photo optimization

Le images contained within the text provide a visual aid to the concepts expressed with words. They, like all the other factors we have mentioned on this page, represent an important SEO ranking factor, and should always be selected for their quality and relevance. Here are some details not to be underestimated when placing your photos on a page:

  • Always rename them so that they contain the main reference keyword. Separate words with a hyphen;
  • Fill in the ALT TAG using the keywords above;
  • Make sure that their weight does not exceed 200 KB, so that they can be light and easy to load even for those who don't have an efficient connection.

The architecture of a text includes all those techniques and strategies for insert keywords into a text without weighing it down, make it easy to find and navigate.