There are many reasons why you should pay attention to your website’s home page. In many cases it is the first page users see (especially for corporate websites) and it is one of the pages’ users will visit (even when they land on any other pages of your website), if they want to find out more about your blog or business.

SEO wise it is very important since it is a perfect opportunity to give Google a big hint (through your title, description and content), on what the website is all about.

Google will use this information to create your website’s entry in the SERPS when people search for your domain and your snippet needs to be accurate, appealing and professional.

Below are some tips on how to write and optimize your website’s homepage to boost your search engine rankings.

Use Keywords Wisely

Make use of the natural opportunities to insert your keywords. For example, a home builders website could swap out the term “new communities” for a more powerful term that shows up in more search results, like “new home development communities in Toronto,” and so on. Keyword optimization can be done in a natural way, without blatantly keyword-stuffing, to drive success through organic searches.

Beware of the difference between terminology that you use every day in the industry, and the words that searchers use to find you. You may build “freehold properties,” but even with improvements in AI intelligence and semantic search, this won’t connect you with potential customers searching for a new build home. In order to use your keywords wisely, you must first learn what those keywords are. Conduct extensive keyword research to discover what people are searching for, what your competitors are ranking for, and what keywords are ripe for rankings opportunity.

Also, make use of keywords in any hyperlinks you include on your homepage (and all landing pages). Instead of directing people to your services page with generic anchor text reading, “click here,” take the opportunity to incorporate your primary and secondary keywords, optimizing the anchor text to read, “View our Toronto model homes.” This will provide SEO benefit, as these terms are now optimized for organic searches, but this also improves the accessibility of your website for those that are visually impaired and using screen readers.

Optimize Your Headings

Your headings and subheadings are powerful for search, so make sure you are making the most of them. Incorporate primary and secondary keywords and phrases that are likely to drive organic searches, as well as draw the viewer in as soon as they land on the page. For example, instead of “Founded in 1985,” it is stronger to write “Building Quality Homes in Toronto Since 1985.”

When implementing your homepage content, be sure to use your headings format function for your titles. Using the headings functions helps search engine distinguish the hierarchy of content on the page. Your homepage should include only one main H1 heading and each other subheading should be an H2, H3, or H4, in accordance with their prominence in the hierarchy. Note that the H1 heading should be very relevant to the content on the page, otherwise it will not rank well.

Homepage Technical SEO

From a technical SEO perspective, the optimization of a homepage is no different than doing SEO on other pages of your website. Things to check and optimize:

Homepage Title

Don’t use only your domain name as the homepage title but try to be more creative by giving users and search engines more information about your website’s focus. Utilize all 60 characters you have at your disposal to blend keywords and add information in one sentence.

Look at these homepage title examples:

Homepage title SEO rules: Keep the title up to 60 characters. Don’t just use your brand name but include keywords that represent your business or blog. No keyword stuffing, for example don’t do this “Digital Marketing | SEO | Social Media | Links”, instead do this “Low Cost Digital marketing Services by [Your website name]”

Homepage Description

The homepage description is also very important. As noted above, the description is what users will see in the SERPS so you may want to give it a bit of thought. Look at the examples below to get some nice ideas.

Have in mind that Google may choose not to show your description but use their own. This may happen if your description is too short (i.e. less than 130 characters) or too long i.e. (more than 154 characters), or if it includes a lot of keywords.

Consider Visual Elements, Composition, and Mobile Optimization

Break up text into sections that are easily digestible by the user. You can separate sections throughout the page using headings and different visual elements like banners, sliders, CTA buttons and click-through images of your products and services. These visual elements create a better user experience that will draw prospective customers deeper into the website and convert more leads.

Make sure all visual elements on your homepage (and each landing page on your website) are fully responsive, optimized for quick loading speed and mobile browsing. Recently, mobile surpassed desktop searches for the first time ever, which means mobile has to be a priority if your business is going to remain competitive.

Google’s recent mobile-first indexing update has made mobile optimization even more important for businesses. Google will now be primarily crawling the mobile version of your website in order to index it in search. If your website looks amazing on desktop, but has formatting issues or only partial content on mobile, you will want to update this as soon as possible to improve, or even to maintain, your website SEO.

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