Home > Articles > Web Development > Content Management Systems

  • Print
  • + Share This
This chapter is from the book

Step 7: Writing the SEO Page Forms

You’ve made it to the end of the chapter—we’re down to the final strategic step before implementation! After you’ve identified your primary keywords (and in the case of existing website content, what keywords you want to plant within which web pages), you want to produce what I call an SEO page form for each new web page/blog post and its new primary keyword. This is a great thought practice. It’s more work than it looks like, and once it is completed you have the primary needs identified to execute for SEO on your new site.

As discussed in Chapter 2, some of the WordPress plug-ins for SEO, such as Yoast, are so advanced that they provide many of the recommendations for these fields for you. So here’s my advice: If you’re optimizing your own site and you have the authority to make these decisions, this SEO page form can be a more fluid process. You can work between the form and the plug-in’s recommendations to execute your on-page optimization (just be sure to dot your “t”s and cross your eyes). But it’s still helpful to have this tangible checklist outside of the website plug-ins to reference and document.

If you are performing SEO for a client or superior, you should fill out all SEO page forms and get sign-offs of approval before executing. Because after you’re “live,” there can be huge implications. Suppose the company’s legal team has required a brand name to be buried, changed, or removed from public view (on the page you’re optimizing). Or suppose the company is suddenly removing the very service for which you’re optimizing verbiage. In many business scenarios, communication problems occur on a regular basis. Try the best you can to prepare for those, for you and your colleagues. Some of the items on this form may not make sense yet; that’s okay, you have the rest of this book to learn. So look over the form, use it or abuse it, and complete your SEO strategy so you can get on with the rest of the book and the fun part—doing the work itself! (How’s that for a CTA?)

The SEO Page Form Example

SEO Page Form for Individual Web Content Page or Blog Post

To be used for individual website pages, blog posts or other social media posts. Note: Please reference or fill this form out with all applicable info, and get approval, before publishing important web content online.


VISIBLE WEB PROPERTIES (To be filled in below):

Existing Web Page or Post URL or Description (web location):

Current URL = http://example.com/blog/current-page-text

Content Headline; H1 (should contain major keywords):

Internal Corporate Communications Video Production

Content Subhead; H2 (Use keywords if sensible):

If you’re seeking help on producing your internal corporate video, start here.

Links (list any links to be in the post, & their descriptions. NOTE: always use keywords, never use “click here” when putting links in copy):

“Read more on our internal communications video productions

URL = http://example.com/next-page-link

Primary and Secondary Keywords for Tags (major keywords and/or locations to be programmed into tags on this page in the code)?

PAGE PRIMARY KEYWORD: Internal communications video productions company Atlanta

SAME PAGE SECONDARY KEYWORD: Georgia production video company

Blog Post Categories (preferably 1 or 2 categories to a post referencing keywords)?

Communications Videos

Blog Post Tags (blog content tags should also reference keywords)?

Communications, video production, Atlanta video



Primary Image/Vid (if applicable, list image filename & title/ description & alt tag to use):

  • Filename: internal-communications-video-acme.jpg
  • Alt tag: “Internal communications video productions”

Secondary Images/ Vids (if applicable, list image filename & title/ description & alt tag to use):

  • Filename: atlanta-video-communications-aaa.jpg
  • Alt tag: “Atlanta video communications”

More Images/Vids (if applicable, list image filename & title/ description & alt tag to use):

Web Page or Post SEO URL (web location):

New URL = http://example.com/blog-communicate/internal-communications-videos

Browser Page Title (in the code; should contain major keywords):

Internal Corporate Communications Video Production

Content Meta Description (what is the text on this page or post about? This will be the hidden meta description in code. Use one primary keyword.):

Internal communications video productions company Roswell, GA.; Event Video is a production video company to create your business videos.

Microdata, Rich Snippets, and Auto Tags (This will be the hidden in code. Opportunities to use more keywords per page.):

Auto tags: “communications,” “videos”

Show 4.5* reviews rich snippets


The following is an example version of an internal document you could use to start the video production process:

  • + Share This
  • 🔖 Save To Your Account

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020