Asheville Website Design for Small Business. Secure, Affordable, Effective!
Asheville Website Design for Small Business. Secure, Affordable, Effective!
SEO Project: Building a Well-Optimized Web Page
Page 3
If you've visited Page 2 of this project, you've seen our example of a web page that is well-optimized for search engine rankings.
In this final page of our SEO project, we'll cover head tags. Because these elements don't display on the visible web page, they're often overlooked or added quickly, with little thought. That is a mistake.
How you optimize the page title, meta description, and schema markup plays an important role in determining 1) where a page ranks in the search engines and 2) whether searchers decide to click on your listing--or one of the competitor's.
Other head tag elements like OG and Twitter card tags make your page easier to share on social media.
Just as we've done with the visible body section of the page, optimizing the head tag section involves strategically using the carefully researched keywords we chose in Page 1 of this project.
But first, we'll mention something you've seen thousands of times online but didn't realize had a name: 'snippets.'
Snippets are often those short summaries displayed for each web page listing in search results. But they take many other forms as well.
The familiar standard snippets show each of the different pages' 1) website address (URL), 2) title tag (or a variation of it), and 3) a brief description--often pulled from the page's meta description tag. 4) A logo or thumbnail image may also be included--retrieved from the page's schema markup (also known as structured data).
Note the importance of those three bolded phrases above. They will be the main topic of this article.
It is those few lines in the standard snippet that most often help visitors decide which listing to select. For a site just to be ranked highly is an accomplishment. But, once there, it still has to 'win the click.'
Google might also show other types of snippets on the results page. These could include rich results (or rich snippets). Appended on to the standard snippet, rich snippets might show other popular pages at that website, images, prices, or the company's reviews--again, pulled from the page's schema markup.
AI Overview summaries, another form of snippet, appear at the top of some search results. Often a thumbnail image and link to respected sources will accompany these summaries.
People Also Ask boxes display commonly asked questions that are related to the search query.
Each of these snippet types creates opportunities for website exposure. To illustrate that, here are three screenshots--all from the same search results page:
Left: AI Overview offers two web page placement opportunities. The thumbnail on the left was drawn from Google Images, and the two thumbnails on the right represent trusted, highly rated sites. Center: Two standard snippets, each with a different type of rich snippet beneath. Right: Three listings from the People Also Ask section. In this screenshot, one of the listings has been expanded to show the source from which that answer was drawn.
Now that you're familiar with snippets and the opportunities they offer, let's see how to increase our chances of displaying in those types of positions.
In this post we'll show how we would optimize the page title, meta description, 3 types of schema markup (LocalBusiness, ImageObject, and FAQPage), OG, and Twitter Card for our hypothetical plumber client. We'll also offer suggestions and best practices along the way.
Our hope is that you find this guide to be easy to follow and helpful. If, however, you decide that you'd prefer to have an expert optimize your web pages for you, please give us a call.)
<!-- 1. Title tag -->
<title>Asheville Plumbers | 24/7 Emergency Plumbing for Homes & Businesses</title>
The ideal length of a title tag is roughly 50-60 characters. Any longer runs the risk of getting cut off...
The ideal length of a title tag is roughly 50-60 characters. Any longer runs the risk of getting cut off in Google's search result listings. Studies suggest that shorter titles (approximately 40–60 characters) project a more polished appearance and perform better for click-through rates.
Important: Google may rewrite titles--regardless of the length. This often occurs when another section of the page is a better match with the searcher's intent or query.
Q: "Does a long page title hurt SEO if Google cuts it off?"
A: Not directly. Google indexes the entire title tag for SEO, including any text that's truncated in the search results. Though words that appear early appear to carry more ranking weight.
If your longer title can't be shortened, be sure to work-in your keywords and compelling phrases (power words) early. This will help to capture visitor attention and entice clicks. Brand names are often worth including even if they push you beyond the 60 characters. This helps to build trust and recognition.
Lastly, including a call-to-action can improve click-through rates.
<!-- 2. Meta Description -->
<meta name="description" content="Need a plumber in Asheville, NC? Call [Business Name] for 24/7 emergency plumbing, leak repair, drain cleaning & water heater service. Expert care for homes & businesses.">
The ideal length of a meta description is 150-160 characters, which is the approximate limit that search engines typically...
The ideal length of a meta description is 150-160 characters, which is the approximate limit that search engines typically display.
While the meta description is not a direct ranking factor, placing key phrases near the beginning can increase the chance of catching a searcher's eye.
Q: "What if Google doesn't use my meta description?"
A: That's common. Google frequently rewrites meta descriptions, pulling relevant text from your page's content, when it better matches the user's search query. This is why having well-written, keyword-rich content throughout your page matters just as much as crafting the perfect meta description.
Pro Tip: As mentioned with title tags, click-through rates do influence search performance. Both your title and meta description work together to create your search snippet. If a compelling and relevant call-to-action didn't make it into your title, you'll want to include one here to encourage clicks.
The remainder of this post will analyze important head tags. They serve multiple purposes...
The remainder of this post will analyze important head tags. They serve multiple purposes.
For our plumber client, we've chosen to add 3 types of schema: the first is LocalBusiness. This helps search engines understand the purpose of our page, the services we offer, the communities served, and more.
Pro Tip: Schema can become confusing to write, and the smallest error can invalidate the code. Following our 'validated' example will help--but be sure to test and perfect your markup before posting your page. Schema Markup Validator is the best tool for that.
<!-- 3. LocalBusiness (PlumbingContractor schema markup -->
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "PlumbingContractor",
"@id": "[BusinessWebsiteAddress.com]#organization",
"name": "[Business Name]",
"url": "[BusinessWebsiteAddress.com]",
"logo": "[BusinessWebsiteAddress.com]/images/logo.png",
"image": "[BusinessWebsiteAddress.com]/asheville-nc-plumber-faucet-repair-24-7.jpg",
"description": "24/7 Emergency Plumber in Asheville, NC. Providing expert residential and commercial plumbing services including leak repair, drain cleaning, water heater installation, and more.",
"address": {
"@type": "PostalAddress",
"streetAddress": "[Business Address]",
"addressLocality": "Asheville",
"addressRegion": "NC",
"postalCode": "28801",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 35.5951,
"longitude": -82.5515
},
"telephone": "+1[Business Phone Number]",
"priceRange": "$$",
"openingHoursSpecification": {
"@type": "OpeningHoursSpecification",
"dayOfWeek": [
"Monday",
"Tuesday",
"Wednesday",
"Thursday",
"Friday",
"Saturday",
"Sunday"
],
"opens": "00:00",
"closes": "23:59"
},
"areaServed": [
{
"@type": "Place",
"name": "Asheville, NC"
},
{
"@type": "Place",
"name": "Weaverville, NC"
},
{
"@type": "Place",
"name": "Hendersonville, NC"
},
{
"@type": "Place",
"name": "Black Mountain, NC"
},
{
"@type": "Place",
"name": "Candler, NC"
},
{
"@type": "Place",
"name": "Fletcher, NC"
},
{
"@type": "Place",
"name": "Arden, NC"
},
{
"@type": "Place",
"name": "Mills River, NC"
},
{
"@type": "Place",
"name": "Swannanoa, NC"
},
{
"@type": "Place",
"name": "Woodfin, NC"
},
{
"@type": "Place",
"name": "Leicester, NC"
},
{
"@type": "Place",
"name": "Alexander, NC"
}
],
"sameAs": [
"https://www.facebook.com/[Business UserName or Handle]",
"https://twitter.com/[Business UserName or Handle]",
"https://www.linkedin.com/company/[Business UserName or Handle]",
"https://www.instagram.com/[Business UserName or Handle]",
"https://www.yelp.com/biz/[Business UserName or Handle]"
],
"hasMap": "https://www.google.com/maps/place/[Business Google Maps Link]",
"review": [
{
"@type": "Review",
"author": {
"@type": "Person",
"name": "Customer A"
},
"reviewRating": {
"@type": "Rating",
"ratingValue": "5"
},
"reviewBody": "Fast and friendly service! Fixed my leaky toilet quickly."
},
{
"@type": "Review",
"author": {
"@type": "Person",
"name": "Customer B"
},
"reviewRating": {
"@type": "Rating",
"ratingValue": "5"
},
"reviewBody": "Highly recommend [Business Name] for water heater issues. Great price too!"
}
],
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.9",
"reviewCount": "127"
}
},
SEO Note: Why We Often Include 'ImageObject' Schema Type
This is a chance to promote our page's image to the search engines. Doing so can increase our visibility in Google Image search as well as rich result listings, like image carousels, on the general search results page.
While images may not attract many new clients for our plumber, increasing their exposure can be a tremendous boost for vacation destinations, products, or fashion- or design-related companies. To learn more, visit our post about how to win a top spot in Google Image Search results.
<!-- ImageObject schema -->
{
"@context": "https://schema.org",
"@type": "ImageObject",
"url": "[BusinessWebsiteAddress.com]/asheville-nc-plumber-faucet-repair-24-7.jpg",
"contentUrl": "[BusinessWebsiteAddress.com]/asheville-nc-plumber-faucet-repair-24-7.jpg",
"description": "Asheville plumbers fixing kitchen sink faucet leak in West Asheville",
"thumbnail": "[BusinessWebsiteAddress.com]/asheville-nc-plumber-faucet-repair-24-7-thumbnail.jpg",
"height": "800",
"width": "1200"
}
SEO Note: Establish Authority With FAQPage Schema
Google often offers answers to a visitor's query, right on the search results page. Appearing in Google's 'People Also Ask' section can immediately establish your brand as a trusted authority, helping you stand out from your competition.
{
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "Can I get a plumber right now in Asheville?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes! We offer emergency plumbing 24/7 -- even nights, weekends, and holidays. Call us anytime!"
}
},
{
"@type": "Question",
"name": "Do you offer fast response service?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Most times, we can be at your door in 60 to 90 minutes, depending on your location."
}
},
{
"@type": "Question",
"name": "Are estimates really free?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Absolutely! We'll give you a no-pressure quote over the phone or on-site -- no obligation."
}
},
{
"@type": "Question",
"name": "Are you open on Sundays and holidays?",
"acceptedAnswer": {
"@type": "Answer",
"text": "We never close. We're always on call, 365 days a year."
}
},
{
"@type": "Question",
"name": "What areas around Asheville do you serve?",
"acceptedAnswer": {
"@type": "Answer",
"text": "We serve all of Asheville and nearby towns like Weaverville, Hendersonville, Black Mountain, Candler, Fletcher, Arden, and more."
}
}
]
}
]
}
</script>
SEO Note: Add Open Graph (OG) Tags to Control How Our Content Appears When Shared on Social Media
Open Graph tags (og) help to make sure your content is displayed properly when shared on social platforms like Facebook and LinkedIn. This helps increase the page's click-through rate and engagement on social media.
<!-- 4. open graph -->
<meta property="og:title" content="Asheville's Best 24/7 Plumbers for Homes & Businesses | [Business Name]">
<meta property="og:description" content="Need a plumber in Asheville, NC? Our licensed team offers 24/7 emergency plumbing, leak repair, water heater services, and more. Call for fast, reliable service.">
<meta property="og:type" content="business.business">
<meta property="og:url" content="[BusinessWebsiteAddress.com]/asheville-plumbers-service-page/">
<meta property="og:image" content="[BusinessWebsiteAddress.com]/asheville-nc-plumber-faucet-repair-24-7.jpg">
<meta property="og:image:width" content="1200">
<meta property="og:image:height" content="630">
<meta property="og:site_name" content="[Business Name]">
<meta property="og:locale" content="en_US">
SEO Note: Control How Your Content Appears on Twitter with Twitter Card
Similarly to Open Graph, Twitter Card helps you take control of how your content is displayed when shared on Twitter (now known as 'X'). This again helps increase the page's click-through rate and engagement on social media.
<!-- twitter card -->
<meta name="twitter:card" content="summary_large_image">
<meta name="twitter:site" content="@[Business UserName or Handle]">
<meta name="twitter:creator" content="@[Business UserName or Handle]">
<meta name="twitter:title" content="24/7 Emergency Plumbers in Asheville, NC | [Business Name]">
<meta name="twitter:description" content="Fast, reliable plumbing services for homes and businesses in Asheville. Leak repair, drain cleaning, water heaters, and more. Call us anytime!">
<meta name="twitter:image" content="[BusinessWebsiteAddress.com]/asheville-nc-plumber-faucet-repair-24-7.jpg">
When writing descriptions for meta tags, schema, Open Graph, and Twitter cards, should they:
🏆 20 points if you noticed, the meta, schema, OG, and Twitter descriptions on this page are all slightly different. Not wildly--but tailored to each platform's unique style:
Most sites just copy and paste the same description everywhere--but thoughtful customization is totally within guidelines and a smart way to engage different users more effectively.
Summary of SEO Optimization Project, Page 3
Because they go unseen by visitors, head tags are easy to overlook or discount. But the page title and meta description are your site's most important elements for 'winning the click' on the search results page.
Schema, OG, and Twitter markup make it easier for search engines to understand your content and for visitors to share your pages. Because of their SEO value, these elements deserve as much thought and attention as you give to the 'visible' page.
We've covered a lot in this three-page guide to creating an SEO-optimized web page! Here's a quick recap of the process:
However, it's important to note that your homepage does not stand alone. While an optimized homepage is crucial for SEO, it's just one part of a broader strategy. It'll benefit greatly from the support of other key pages, such as
By interlinking these pages, you've created a network that boosts the authority of your entire site in the eyes of Google and makes it easier for visitors to find what they need.
And, while this guide focused on important on-page SEO factors -- off-page and technical SEO considerations also play important roles in achieving high-ranking web pages. These include steps like building quality backlinks, ensuring your site is mobile-friendly, and securing your site with an SSL certificate. But don't worry! You can learn about these in our How SEO Works blog post.
By incorporating the strategies we've discussed, along with the technical and a bit of off-page efforts, your site is set for success! You've laid the groundwork for higher rankings, a better user experience, more visitors, higher conversions, and a more productive and profitable website.
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