Structure of contents. Optimize SEO of pages and articles

To optimize the SEO of a web page it is essential to establish a hierarchical content structure that contains all the elements of the basic positioning.

In this Free SEO Training I will explain how to establish hierarchies of headings , produce quality texts, tricks of writing titles and, ultimately, improve the user experience , key positioning factors that Google has more in mind today.

To make it easier, we will use this same article to explain it step by step.


Every page of your website must have the following elements:

  • Keyword

It is the word we want to position with our page .

We must search and analyze all the variety of keywords to choose the most appropriate in each case (we will see in the next class on keyword research ), and should be the one we use in all the elements of basic SEO text.

In this case, the main keyword is ” content structure ”

  • Secondary keywords

It is essential to use secondary keywords to expand the semantic content of the article.

In this article it could be “SEO structure for content”, “basic SEO structure” or “organize SEO elements”. It’s just an example for you to understand the importance of including both variations and synonyms in your content.

This helps position the article for related searches and attract more search engine traffic.

  • Headers

They serve to structure the content in sections in a hierarchical way, and go from title 1 to title 6 (also known as h1 – h6 by its label in the source code).

In WordPress you can select them in the drop-down menu of titles.


The most important is Title 1 (or h1) which is the title of the post and serves to indicate to Google the main theme of the article. In our case ” Content structure . Optimize the SEO of pages and articles ”

You should not include any other h1 in the text , so title 2 (or h2) is the first one that should appear in the body of the text to introduce a new section of content.

Notice that the first h2 of this article is ” Basic content structure”, which includes the keyword as far to the left as possible.

From h3 to h6 it is useful to include subsections, but it is not necessary to include them all: generally with h2 and h3 you will solve the majority of content structures.

It is important to include the keyword at least in a h2, as high as possible and at the beginning of the sentence. You can also include variations of keywords in other h2 and h3.

You should not include headers as single sentences: they should always be followed by text that explains the title of the header.

  • Url of the post with keyword

Use the keyword in the URL of the post: /

It is important not to repeat it in the categories or subfolders , since we would make an error of over-optimization:

/ course-seo-free / content-structure / content-structure /

Nothing happens to use articles and prepositions, since it is something natural, but if the URL of the post is too long, you can delete them.

  • Images and videos

At least you should use an image in your article, but the more the better. This way you will make your article more attractive and you will increase the time necessary to read it.

You can also do this by recording or embedding a video that complements the text. In addition, Google considers more relevant a post that includes multimedia content . This would be a good example, which will also serve as complementary content of this class.

All must include the alternative text label (alt = “Text that describes the image”) that you can write in the options of the image by clicking on the pencil button when selecting the photo.

You can also include titles in the images, which will be shown with a yellow strip when you leave the cursor over it. This attribute is specific to links, but we can include it to add more text and keywords that describe it.

It is advisable to include infographics that summarize the content of the post, because if they are very good, they encourage sharing it in other blogs and social networks, which is very good to get links to your post that help improve your positioning.

  • Internal and external links

Includes internal links to other posts that complement or expand the information .

For example, since we are talking about content structure, we can expand the information with the web structure class .

If you notice, we have used the exact keyword “web structure”, but if we include this same link in other posts, it is important to use variations of keywords so that Google understands the semantic relationship of the content.

We have also configured it so that it opens in a new window so as not to miss the visit in this article and continue counting the time spent on the page.

It is also recommended to link both text and images, to give more variety to the type of links on the web.

On the other hand, it is advisable to include external links to other websites, but as long as they are useful, relevant and not competing for the same keyword. For example, you can expand the information of this class with this basic SEO article .

If this happens, it is best to tell Google not to consider the link and not pass authority to the landing page. This is done by including the rel = “nofollow” parameter in the link tag.


This is the basic structure of a link:

<a href=””> Link text </a>

Between “a” and “href” we can include the following tags:

  • title = “Text that describes the content of the post to which we link”. It is shown with a yellow label when leaving the cursor over the link for a few seconds.
  • target = “_ blank”: so that it opens in a new window. If we do not want, it is enough not to include it.
  • rel = “nofollow”: tells Google not to take it into account or transfer authority.

To include links in the text with the WordPress editor, just select the words or images you want to work as a link and click on the anchor link icon in the toolbar.


The more text you write, the better. This is true for several reasons:

  • If you want to position yourself for a keyword, you must write expert content , and this does not go below 2000 words.
  • You increase the time spent on the page.
  • Being high quality content, you will facilitate that it is shared and linked from other blogs and webs (fundamental to upload positions in Google).
  • You will position yourself as a benchmark in your sector.
  • Position for more keywords, variety of phrases and solve more searches of users.

To define the content structure, you must do it as an architect would with a building: from the foundations to the roof. That is, starting from the main keyword , place the secondaries as titles h2 in which you will develop each of the parts .

Make an outline with the ideas that you will explain in each of the subsections, and point out the images, videos, infographics and links that you will include.

Once done, write, edit, reorganize and polish until you get the perfect post for your goal

In the next Chapter we will explain how to analyze the article to make sure it is well optimized , but with all these keys to shape the content structure you will have advanced a lot.

Author: Sandeep Shinde