What is “primary content”?

April 3, 2019 Published by


This is the second article in our series of guides on how to make your website appear for “free” on Google for relevant keywords (search engine optimisation). We previously published an in-depth guide on how to do keyword research. Now it’s time to learn how to put the research to good use!


  • What is Primary Content?
  • Why is Primary Content Important?
  • Next Steps



What is Primary Content?

Simply put, it is text on a web page that search engines look at to understand the subject of them or use it as part of your listings that appear in SERPs (search engine results pages). With this in mind, it’s best-practice to ensure you get this right. Especially when you find out how easy it is to do.

The three key pieces of primary content

If you’ve undertaken keyword research for each page on your website (or future pages you want to write based upon what people are searching for), the next logical step is to add those keywords to the relevant pages.

Below are the first places you should add them. Why do we suggest these places specifically? Well, they’re ridiculously easy to edit in the most common platforms used to manage all types of websites (such as WordPress)

Page Title

Page titles are one of the simplest of elements on a website. They do exactly “what it says on the tin”. They allow you to specify a title for a page.

Code preview: <title>title goes here</title>

They appear as part of your listings on popular search engines such as Bing and Google. Below is a screenshot of a search engine results page (SERP) with a listing for the gov.uk website. The arrow is pointing to the page title.

We recommend sticking to a limit of 50-60 characters as that is how many characters Google typically displays before truncating the text.

Read more…

Meta Description

This is another simple element on a page, and it is where you should provide a brief overview of the content on a page. These should be a maximum of 160 characters as Google uses up to that amount to display as part of your listing if you ever appear when people search for you or relevant keywords.

This is essentially free advertising space as you are able to write a compelling message that draws searchers to your website.

Code preview: <meta name=”description” content=”This is an example of a meta description. Yours should be much longer!”>

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H1 Heading Tag

These are typically an easy to identify title that is visible on a page. They are used by visitors to your website in a similar way to search engines – to understand what the subject of a page is. Include your primary keyword in this text as it will help you rank higher. It’s not a magic bullet, but it will certainly help.

Code preview: <h1>This is heading 1</h1>

Read more…


Why is Primary Content Important?

To understand the importance of primary content, you must look at it from the perspective of search engines. They must read the three pieces of content we’ve shown above (alongside many other factors) to understand the subject of a page and what keywords it should appear for. This equally applies to searchers. If they see the keyword they’ve typed into a search engine appear in your primary content, they are more likely to believe you are relevant to what they are looking for.

With the above in mind, if you do not write page titles, meta descriptions and H1 tags that contain relevant keywords, you will be limiting your chance of appearing for relevant keywords.


Next Steps

If you’ve implemented the above on all the relevant pages on your website based upon the keyword research task you undertook, you can now move onto adding the keywords you want to target into the copy on each page.

We’ve separated that from the primary content as it isn’t a matter of simply adding it as many times as possible. You want to use your keyword as naturally as possible in your content. Only you and your visitors can be the judge of that! Just remember to be as natural as possible and don’t ever “force” keywords into your copy.

A hard-core gamer wannabe, this family man is client focussed all the way. With over a decade of experience in the industry there are few who can boast his experience even at his modest age (cough).

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