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Last updated on 8/23/23

Optimize the content of your web pages

Focus on a single keyword

The first thing to remember is that a page should be limited to one topic, meaning it only includes a single primary keyword.

This keyword must also appear in the page’s URL.

  • If your website is custom built, the name of the file must include the topic. For example, veggie-box.html.

  • If your website was created using a CMS, you can edit the URL directly in the page editor.

Write title and description meta tags

{Placeholder : image => search results for the example}

These are the most important tags when trying to draw visitors to your website. It is better to write them first for your visitors and then optimize them for Google. That said, whenever possible try to place your keyword at the start of the tag rather than the end.

Remember that a good title and description can make all the difference, even if you are not as well ranked as your competitors.

Example of the optimization of title and description tags:

Title tag

<title>Discover the Best Organic Veggie Box!- Organic Box</title>

Why pick this title? 

The keyword is included in the tag along with the word “best.” This will entice visitors: Why is it the best? What makes it the best? 🤔

Description tag

<meta name="description" content="The Veggie Box by Organic Box is here to make your life easier! Make cooking easy with high-quality products from growers near you." />

Why this description? 

The keyword is at the beginning of the tag. The tag includes your brand name. You are telling visitors why your box is “high-quality,” and you state its advantages. Additionally, you help Google understand the context of your organic box by adding words related to food, such as “cooking” and “growers.”

Organize your content correctly

Every one of your pages should have:

  • A single <h1> title.

  • Multiple  <h2>  titles that divide the content into subsections.

  • One or more images.

  • Multiple, short, and easy-to-read paragraphs.

  • Several internal links to other pages on your website with related content.

  • If possible, one or two external links.

The keyword should also appear in the following places:

  • In titles, as an exact match in  <h1>  titles, and as an exact match or replaced with a synonym in  <h2>  titles.

  • An exact match at least once in each paragraph.

  • Inalt  tags for images wherever appropriate.

And, as we mentioned before, aim for a minimum of 400 words per page.

Example of the optimization of titles:

These are the types of titles found on our page:

Title  <h1>

<h1>Discover our Vegggie Box</h1>

Title  <h2>

<h2>Our Veggie Box contains 100% organic products</h2><h2>Our Veggie Box is designed to make your life easier</h2>

Notice that these titles include the primary keyword. You do not need to include the exact keyword in all your  <h2>  titles. You can use synonyms or add some contextual information. For example, we could have created a section on “Cooking recommendations for our box.”

Vary your vocabulary

Do not simply repeat the keyword dozens of times. It will only frustrate your visitors.

Remember to add synonyms and words from the same lexical field as the primary keyword.

Google has gotten better at recognizing a word and its context. The more lexical variants you use, the more context you give Google.

The benefits are twofold. On the one hand, you help visitors by providing them with higher-quality content to read, and on the other, you improve your SEO.

Example of the optimization of a paragraph of text:

Below is an example of an ideal paragraph:

<p> It's the first box that contains <strong>100% organic products</strong> from growers near you! <br/>        We personalize our boxes to always bring you products that were grown nearby, no matter where you live in France. <br/> You receive the best products, <strong> with no pesticides or preservatives</strong>, all while protective the environment!<br> We also strive to offer the best <strong>recipes</strong> for this <strong>veggie box </strong>, to help you prepare the best meals inspired by great chefs! </p>

Why phrase it this way? 

  • In SEO terms, this paragraph includes the primary keyword, but without being “spammy,” meaning we didn’t repeat it over and over. We also added some words to give Google context, such as “growers,” “recipes,” “meals,” and “great chefs.”

  • From the visitor’s perspective, the paragraph is easy to read and motivating.

Avoid common mistakes

Below are some common mistakes you want to avoid:

  • Making all or multiple titles on the page  <h1>  , as we mentioned previously.

  • Writing content with only Google in mind, which can be rather unpleasant for visitors to read.

  • Not including the keyword anywhere in the content.

  • Having multiple pages cover the exact same topic (or 90% copy-pasted).

  • Not linking pages to one another in a logical way.


  • Optimize the name and URL of your pages.

  • Optimize your title and description meta tags.

  • Organize your content correctly.

  • Use multiple words drawn from the same lexical field.

  • Do not over-optimize! Keep your visitors in mind.

Once you have optimized all the main pages of your website, you must start publishing new content regularly. We will examine how this is done in the next chapter.

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