SEO Guidelines for Content
Learn how to increase your page search engine discoverability, by writing and creating content that is optimised for search engines.
Here are some tips to create great SEO content.
Search Intent
The core functionality of Google search is answers to our questions. Behind every search, there is a search intent. Search intent is the “why” behind a search query. With this in mind, write content that answers a question and has a purpose.
Keywords
Part of the SEO process is using keywords: words and phrases that describe what your content is about. Prior to building a page, ensure you have selected two-three keywords that will be the focus of your page, and make sure to tie them into the content you are writing. These should appear in titles, but also in the meta-description of the page.
The importance of titles
The title is what readers will see first, so make sure it includes the keywords you are trying to rank for. As a general guideline, we recommend placing your keywords within the first 65 characters of your title.
Titles should be kept short and unique.
Build links
Incorporate links where possible (related insights, sources, links to product pages, etc). The more in-bound links to your page, the more search engines like Google will value and highlight your content.
Title Tags
Displayed on search engine results pages (SERPs) as the clickable headline for a result. They’re the main reason users do/don’t click through to your content. Also displayed as a placeholder in web browsers.
How to write them
- Make clear what the user will find when they click through, in 60 characters or fewer – tip use pipes ("|") instead of dashes (“-”)
- Keep it unique
- Always include our brand, but put it at the end of the title – keep unique content at the beginning
- Use keywords as close to the beginning as possible, but only if they’re relevant - don’t stuff
Optimal structure
Primary Keyword - Secondary Keyword | Brand Name
Example: Enzymes for dough strengthening | Novozymes
Meta descriptions
Displayed on search engine results pages (SERPs) under the clickable headline for a result. They’re the second most important reason users do/don’t click through to your content.
How to write them
Give a brief summary of the web page in 160 characters or fewer.
Think of it as a way to advertise your content: describe the content accurately, make it compelling and unique.
Don't include double quotation marks – Google will cut off your copy after them
Add keywords, but only where relevant - don’t stuff
For any questions about search engine optimisation, you can contact [email protected]