Google’s John Mueller was asked in a Webmaster Hangout about improving web page content focus. Mueller shared two tips on how to do that.
How to Improve Content Focus?
The question was asked about poorly indexed Product Description Pages (PDP). The publisher asked if making the content more prominent would help.
“Do you think moving the images down and the relevant text up would help Google better interpret the focus of each of these pages?”
Somewhat surprisingly, John Mueller answered no, that’s not how to improve content focus.
Then he explained why:
“So just shifting the location of content within an HTML page I don’t think that plays a big role at all.”
Content Tip #1: Proper Use of Headings:
Headings are Not Keyword Wish Lists
A common misconception about headings (H1, H2, etc.) is that they are important as ranking factors. Because of that, a common error made by SEOs and publishers is to use headings as place to add important keywords for which they want the page to rank for.
Essentially, SEOs in 2001 and even today use the heading elements as a wish list for all the keywords they’d like to rank.
That used to be the way to rank a page back in 2001 and thereabouts.
Modern Search Engines Have Evolved Headings Use
How Google uses heading tags has evolved several times over the years. Today, heading tags are important but not as a way to tell Google which keywords you want to rank for.
What Headings are Useful For
Heading tags are useful for indicating what a section of content is about.
A web page is about a topic. In a well constructed web page, each section of a web page is about a sub-topic of that web page.
So when a user queries Google about a product the information needs they bring to your page might include images of the product, pricing, size, color, review and a comparison.
If your page is informational then the informational need for a page of content might be the usefulness of tools for accomplishing a goal (like the right pan for a recipe) or other supplementary information that together satisfies the users needs. – Read more