Basics of Search Engine Optimization for Your Upper Cervical Website

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You can have the most beautiful upper cervical website on the Internet, and no one will be able to find it if your site is not properly search engine optimized.

What is search engine optimization, or SEO?

Moz describes it as the process of increasing the number of visitors to a Web site by achieving high rank in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that users will visit the site. It is common practice for Internet users to not click past the first few pages of search results, therefore

high rank in SERPs is essential for obtaining traffic for a site. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be indexed and favorably ranked by the search engine.

There are 2 types of search engine optimization off page, and on page.

Off page SEO is everything that happens related to your website but not on your website. For instance, how many links your website has pointing to it from other sites and how strong the websites are that are pointing to your website. So basically, the more links you have that are high quality from well-respected and higher ranking websites, the better it is for your off page, SEO.

Off page, SEO is definitely more difficult to control than what happens on your own website. Mastering your on page search engine optimization is the most effective and time efficient SEO technique to improve your search engine rankings.

Basics of Search Engine Optimization for Your Upper Cervical Website
Basics of Search Engine Optimization for Your Upper Cervical Website
Basics of Search Engine Optimization for Your Upper Cervical Website

On Page Search Engine Optimization

After you have chosen the keywords (i.e., Chicago Upper Cervical chiropractor) that each of your webpages are attempting to rank for, next you can begin to optimize each page for a particular keyword. This is the best practice, 1 focus keyword per webpage.

5 Key Elements of On-Page Upper Cervical Website Optimization

1. Page Title

Titles are one of the most important on-page SEO factors. Page titles are the text you see at the top of your browser window when viewing a web page. They are also the title of a page that is presented in search engines.

Page titles can be found and edited in your site’s HTML. The text that is surrounded with the <title> tag is your page’s title.

The following are a few guidelines for coming up with effective page titles:

  • Include keywords.
  • Make it fewer than 70 characters long. Longer page titles will not be seen in your web browser or in Google search results. If you make the page title too long, it will also dilute the importance of the keywords mentioned.
  • Put keywords as close to the beginning of the title as possible.
  • Make it readable for site visitors.
  • Include your company name at the end of the page title, unless you are a big brand and people search for you through your brand name.
  • Use different page titles for each page. Each page is an opportunity to target different keywords.

2. Meta Description

Meta data is an often overlooked opportunity to attract visitors from search. Interestingly, it does not directly influence search engine rankings. Nevertheless, it is a good practice to include keywords in your meta description.

Meta data is the text seen as the description of a site in Google search. These words attract a searcher’s attention and indicate if a search result is particularly relevant to the searcher. For this reason, including keywords in your meta description can draw in visitors, even though it does not affect search engine rankings.

The meta description is not something that is visible on your web page. The short summary of the web page, which is usually included at the top of the pages source code in a <meta description> tag is not used by the search engines for any SEO purposes. What the meta description is used for is to provide the searcher with a short description of the page (<150 characters to be exact) beneath each result. In fact, if a meta description is not included in the source code, then the search engine will usually display part of the content from the page in its place. Since the meta description is not as well understood as other page elements, there are some very common mistakes people make when creating their websites.

3. Headings

If a piece of text appears larger or more prominent than the other text on a page, it’s probably part of a heading. You can verify this by checking the HTML code of your website, and seeing if that text has an <h1>, <h2>, or <h3> tag surrounding it. Ask a developer to help you check this. Text in the headings is more likely to be read by search engines as keywords than text in the rest of the page. For this reason, it is good to include keywords in your headings whenever possible. <h1> tags give the text more weight as keywords. Meanwhile, <h2> tags have more weight than <h3> tags. While <h4> and <h5> tags do exist, their influence on keywords is virtually the same as that of regular text. Including too many headings dilutes the importance of keywords in other headings, so we recommend using the <h1> tag only once. If the page is text-heavy like a blog post, then feel free to throw in a few <h2> or <h3> tags as paragraph titles.

4. Images

Images on a web page can certainly enhance user experience. However, when inserting images into your website, you should keep in mind the following:

  • Don’t use images excessively. More pictures mean your page will take longer to load. This has a negative impact both on user experience and search engine optimization.
  • Associate text with pictures. Search engines do not ‘read’ images; they read only text. ALT text is an HTML attribute you can add to your picture so search engines replace the image with some associated text.
  • Include keywords in your image file name. This will help you draw in relevant traffic from image searches. Separate different keywords in the file name with a dash (-).

5. Avoid ‘Keyword Stuffing’

After reading this, you might think, “Keywords are really important. If having keywords all over my page helps me rank for them, I should just fill my page with these keywords.”

I’m afraid it’s not that easy. Apart from leading to a bad experience for site visitors, search engines are smart enough to detect these behaviors. Trying to ‘trick’ search engines is not a good SEO strategy, and sacrificing readability for SEO is not a good idea either.

About the Author: Dr. Bill Davis
Dr. Bill Davis is the Founder and CEO of His goal is to spread the word about the best-kept secret in health through Upper Cervical Specific Business and Marketing Solutions.
We understand the pain of losing valuable time and money… and what it can be like to hate your marketing. That’s why we specialize exclusively in upper cervical care and chiropractic online marketing.
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