All language subtitles for 03 - Optimize primary page structures

- [Narrator] When is the last time you read

an entire webpage of content?

I mean word for word. Have you ever?

We might think we have,

but the reality is we don't read online, we scan.

Usability expert Jakob Nielsen said that how we interact

with words on webpages can hardly be called reading.

We scan pages within seconds and determine

if the information we need is there.

And if we don't see it, we're on to the next page.

What is it that we scan in order to make our decisions?

What if I told you that there were key structures

that would draw people's attention for longer

and force them to see more of your content and keywords?

And by using those structures,

you can improve your keyword relevance and rankings as well.

Now these aren't a secret.

In fact, they are basic layout structures which,

used together, can increase a viewer's interaction

and retention of content on the page.

And that's because neurologically, we are wired

to look at things in a certain way.

And knowing these neuromarketing techniques, you can create

better pages that communicate more efficiently.

First, when we scan, we look at the primary page structures,

headlines, subheadings, paragraph headers, bullets,

bold text, hyperlinks, images, buttons.

And now that you see this in context, doesn't it make sense?

We use these structures to scan

and find information quickly.

Headings summarize the content that follows.

Subheadings refine and provide additional detail.

Bullets are information condensed.

Hyperlinks, buttons, and images get our attention

because they're different colors, images,

and they're typically sending us somewhere else.

Here's the primary learning point.

No one is going to read a paragraph

that is more than two or three sentences long.

They may look at the first few words,

but that's just about it.

So neurologically, we are wired to look

at areas of high contrast first.

And here's your headline big and bold just like a newspaper.

And you have one per page

as it describes the content of the page.

It's the perfect placement for your primary key phrase.

As you can see here, we've broken out each of the headings

on this page, and they are marked with a heading.

In code, your heading is H1, your subheading H2.

And then as you can see, you can go H3, H4, H5.

Each are different structures of headlines.

Now the highest, most contrasting is your headline.

The next contrasting element is the subheading.

Smaller font size, surrounded by a bit more white space.

And you can control these features through HTML markup

or the settings in your website management system.

Here, you can see how the headings are used

in the markup for this page, and there's a few guidelines.

Number one, there should only be one

H1 headline on each page.

This one has a few, so we need to change that.

Second, there can be multiple H2s or H3s or 4s

because those are subheadings.

For this page, we need to rewrite the H1 headline

as it currently isn't using any keywords.

I would also update the subheadings to be more specific.

Break up your keywords across the subheading

as you describe different features.

Evaluate your pages for speed scanning and the amount

of keywords communicated through these critical structures.

These not only point people to their desired content,

but they also shows search engines the content of your page

in highly visible structures.

It's not just the words but the programming you use

around the words that increases the relevance

for both searchers and search engines.