Ideal Website Optimization

Learn how to properly optimize a website

The Video Below Will Explain How We Do It

Ideal Website Optimization

Learn how to get your website in front of the right people, without sacrificing organic rankings.

If you want to show up in search without playing guessing games with Google, you’re in the right place.

Google now uses your website content to figure out what your Google Business Profile (GBP) is relevant for. So, if your site isn’t aligned, you could be missing out on local traffic, even if your GBP looks perfect.

The 3 Essentials:

Here’s where we start every time:

  • URLs

  • Page Titles

  • Headings

Tools like Screaming Frog (don’t worry, it’s not as scary as it sounds!) help you scan your entire site to see where you stand.

What to Avoid: Duplicate Content


Google penalizes sites that overuse the same keyword, city, or zip code across pages—especially in URLs, titles, and headings. That’s a fast track to lower rankings.These strategies don’t just help GBP—they also boost your organic search performance. You don’t have to choose one or the other.

What You’ll Learn

In this guide, I’ll show you how to:

  • Clean up content

  • Improve your site’s structure

  • Fix duplicate keyword issues

  • Strengthen your local and organic visibility

Table of Contents

  • Home Page

  • URL

  • Page Title

  • Page Headings

  • Linking

  • Putting It All Together

  • Blog Posts

  • City and Zip Codes

Home Page

This should match the name of the GBP. This helps with brand entity strength. This also means the home page will match their social profiles and citations exactly as covered in the GBP optimization section.


We do not recommend adding text after the brand name, but if you must then do it after a - to separate it from the brand name.

URL

This is the most important part of keyword optimization and holds the most value on what a page is about. Each unique, important keyword you want to target should have its own page and URL.

Examples:

  • Roof-repair

  • Roof-installation

  • Roof-inspection

It is best to make sure these exactly match the keyword you want to target. Bad examples would be:

  • Roof-repairs-and-installation

  • Roofing-repairs (if targeting roof repair)

  • Fix duplicate keyword issues

  • Roofer-inspections (if targeting roof inspections)

Page Title

The second most important point of optimization is the page title. You want to match whatever the URL is in the the title followed by - BRAND NAME.

Examples:

  • Roof repair - New View Roofing

  • Roof installation - New View Roofing

  • Etc

This associates the keyword with the brand name of the company.

You do not want to stuff titles with tons of other keywords or locations because of duplicate content penalties. Bad examples:

  • Roof Repairs and Roof Installation- New View Roofing

  • Roof repairs - Best Roof Repairs in Dallas - New View Roofing

  • Etc

This is why we recommend 1 page per major keyword and just matching the URL in the title as explained above.

A good way to prevent duplicate content is in how you capitalize page titles. If you capitalize the first word and lower case the rest to helps to combine all the words into "one word".

  • Roof repair: This is only about "roof repair"

  • Roof Repair: This is about "roof" and "repair" and "roof repair"

If there are multiple pages that contain "roof" it will not be over optimized.

Brand Names :

Brand names that contain a main keyword can create duplicate content penalties. In the current example "Roofing" is a main term and is used in various pages. To avoid duplicate content instead of the brand name being used in the title of pages, use the "domain.com":

As you can see, when done like this "roof" is no longer used twice in the title.

Page Headings

Page headings are the last main point of optimization. Since we don't want to create duplicate content, but still want to be able to target a wide range of keywords, use H2 and H3 tags for variations of the main term.

If the page is about "roof repair" you can use H tags to target terms like:

  • Roof repair near me

  • Roof repair quote

  • Roof repair quote

  • Etc.

Please note, we also use the capitalization method here as well to avoid duplicate content.

You are now able to target many more keywords without making new pages on the same main term.

Linking

Now that you have a target keyword page properly optimized it is important to link to it from the home page. The home page is the strongest page on the website, and where it links to helps power up that page.

The best text to use when linking to a page is with it's URL.

Example:

  • link to the .com/roof-repair page with "roof repair"

Use at least the main menu to link from. But whenever possible, and especially with the most important terms, link from the text of the home page.

Putting It All Together

URL: Main keyword as the page url.

Page Title: Main keyword - Site Brand Name (Match GBP Name)

H2/H3 Tags: Use for long tails versions of that main keyword (prefixes and modifiers).

Content: Add other text and images around this this keyword and headings.

Homepage Link: Link from the homepages of the site to this page with the main keyword.

Example 1:

URL: www.sitebrandname.com/chiropractor

Page Title: Chiropractor - Site Brand Name (Match GBP Name)

H2/H3 Tags:

  • Chiropractor near me

  • Local chiropractor

  • Family chiropractor

Homepage Link: Anchor text "chiropractor" to: www.sitebrandname.com/chiropractor

Example 2:

URL: www.sitebrandname.com/plumber

Page title: Root canal - AbcDentist.com (Keyword in brand name)

H2/H3 Tags:

  • Emergency root canal

  • Best root canal dentist

  • Root canal near me

Homepage Link: Anchor text "plumber" to: www.sitebrandname.com/plumber

Example 3:

URL: www.abcdentist.com/root-canal

Page title: Plumber - Site Brand Name (Match GBP Name)

H2/H3 Tags:

  • Emergency plumber

  • Local plumber

  • Plumber near me

Homepage Link: Anchor text "root canal" with url: www.abcdentist.com/root-canal

Blog Posts

It is common for a business to have a blog to try rank for more keywords. This is the biggest and easiest source of over optimization and duplicate content on a website. You need to check the URLs, Titles and Headings of blog posts and compare it to the service keyword pages. Tools like Screaming Frog make this easy.

We recommend removing blog content that would cause a penalty, moving any valuable headings and content to their service page, and setting that URL to redirect to the service page. If the site owner does not want to remove the blog post you can update the Title and Headings with the capitalization trick explained above and/or set the page to no-index.

City and Zip Codes

City names and zip codes can be over optimized for.

If the city name is repeated in various URLs, Titles and Headings they will rank worse and worse in that city.

Common issues we see:

One city repeated many times:

  • .com/roof-repair-dallas-tx

  • .com/roof-installation-dallas-tx

  • .com/roof-inspection-dallas-tx

Or on keyword repeated many times to target different cities:

  • .com/plumber-dallas-tx

  • .com/plumber-austin-tx

  • .com/plumber-houston-tx

If a site is only targeting the city the GBP is in you can just list the city in a home page Heading. Or if they have one city page you can do it in the title like:

Plumber - Dallas, TX - Brand Name.

If the site is targeting multiple cities, it is better to create a page for each city:

  • Dallas

  • Austin

  • Houston

Then link to each service page with the URL keyword:

  • Dallas links to .com/roof-repair with "roof repair". Link to .com/roof-inspection with "roof inspection", etc.

  • Austin links to .com/roof-repair with "roof repair". Link to .com/roof-inspection with "roof inspection", etc.

  • Houston links to .com/roof-repair with "roof repair". Link to .com/roof-inspection with "roof inspection", etc.

Step 3

Here are some frequently asked questions about our service


Find quick answers to common questions about our Ai-Powered System and how we help businesses grow.

How do you get me on the first page of Google?


Our Ai-Powered technology uniquely focuses on google's proximity focused results (near-me) based on Relevance, Reputation, and Location. We focus on making sure Google see's your business as the leader not just locally but across the entire region. WE get you on the first page of google going out up to 25 miles around your location to drive more calls, leads and sales.

What do You need from me to make this work?


Just 2 things – You need a google business profile (if you don't have one we can help you get that too!) that is verified. Next, you need to have a few good reviews to start – and best results of our service will be seen when you have 2 or more new reviews every month coming from your happy clients.

Do I have to chase down and call Leads?


No! Our system positions you as the market leader across your region so that people interested in exactly what you offer are calling you at the exact moment they need your product or service. You are not chasing down people who never answer the phone, they are calling you at the exact moment they are interested.

Do I need to spend money on advertising?

No – the EspressSEO system is uniquely designed to position you as the leader across your entire region so that interested and ready to buy clients are calling you and reaching out to you without advertising costs.

What makes you and your service different?

Our Ai-Powered technology combined with years of proven implementation of this strategy is what allows us to deliver first page Google positioning that drives calls, leads and sales to your business without you spending another dollar on advertising.

LET'S Grow Together


If you would like a no-cost growth strategy audit of your website and business – or have questions regarding your website or marketing strategy, we encourage you to contact us and we can schedule a call with one of our dedicated and passionate growth team members.

  • OUR ADDRESS
    1925 Cherry Lane, Northbrook, IL 60062 United States


The Marketing Baristas is based in New York’s Capital Region and services business owners world wide.

Our team of passionate growth strategists use battle-tested marketing strategies with cutting-edge Ai-Powered Technology to achieve your
growth goals.

CONTACT

  • OUR ADDRESS
    1925 Cherry Lane, Northbrook, IL 60062 United States

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