Search Engine Optimization (SEO)
SEO is a website optimization technique or process to get to the top of Google search. At the same time, the website and content must be optimized for viewers.
The SEO process includes technical website optimization, content optimization, known as On-Page SEO. Secondly, it includes the promotion of optimized content, known as Off-Page SEO.
Let’s discuss On-Page SEO
Let’s say we have a brand new website. We will review the new website from scratch. The very first thing is to review the pages and content on them. The home page should contain an overview of the organisation/information. A page with contact detail, about us pages, product/service page with a detailed description is recommended.
Make sure the website has unique information which is not copied from elsewhere. Check the density of the keywords. Overuse of keywords will lead to penalties. Check duplicate content pages and remove duplicate content if found.
Hire a content writer to do it if you are an organisation.
This is the ranking factor and it makes the website authoritative and authentic. Your customer should easily contact you when they reach your website right?
Website Architecture Review
Make sure the website is developed with proper website architecture. Let’s check if the URL structure is short and user/SEO friendly. If you found the URL structure is longer and not user-friendly, modify the URL structure.
It should be short and concise. For example https://www.seoexamp.com/seo/.
Check for navigation and crawl depth not exceeding 3 times from the home page. For example https://www.seoexamp.com/seo/london/.
Meta and Heading Tag
Meta tags are the important factors to rank and get clicks by users.
It is the title of the page. It should be natural, keyword-rich and attractive to click. Recommend to have around 60 characters. There is no penalty if the title is long but our viewer will see only 60 characters in Google Search Engine Result Page(SERP). It is inserted in the head section of the website code. <title>My page title</title>
Install Screaming frog SEO tool. Check with the Screaming Frog for all pages. Each page must have only one unique page title.
Find missing page title, page title same as h1 tag, duplicate page title and fix it.
It is the descriptive text and is a summary of the page. It should be keyword-rich, attractive genuine summary of the webpage or service within 155 characters. There is also no penalty for longer description but might get a penalty if keyword stuffed.
It is also inserted in the head section of the website code. <meta name=”description” content=”My page description”/>.
Check with the Screaming Frog for all pages. Each page must have only one unique meta description.
Find the missing meta description, duplicate/multiple meta descriptions with screaming frog. Write the missing meta description and upload it to the meta title tag in the code and fix for other meta issues if exists.
The heading tag should be Unique and should not be the same as the page title. It should be keyword reach and concise to the topic of the content.
Check the heading structure of every page using Screaming Frog. Check for missing h1, multiple h1 and fix it. There should be 1 h1 after that 1 h2 at least in order. After h1, h2 the order may vary.
Technical SEO Check and Fix
There are some basic technical SEO checks and fix to let search engine bots crawl the website easily.
You can check with free tools as well: Technical SEO Checker
Check robots: website/robots.txt. This contains code to let search engine bots enter the allowed pages. Search engine bot will crawl the page and will determine the appropriate rank in SERP for those pages.
If you have WordPress site and Yoast/Rank Math plugin installed, it will auto-generate the robots.txt file for the search engine bot. Check the format for an example.
Source: Yoast Plugin
If you have a WordPress site and Yoast Plugin installed it will auto-generate the website/sitemap.xml. Check the presence sitemap.xml. This file will let the search engine bots to crawl the pages in the website easily.
404 Broken Link
Check for broken link 404 error pages with the Screaming Frog tool. If the page has been removed and still mention of URL in the navigation menu or in content. Then it should be either replaced with working a URL or need to redirect to other relevant pages (URL).
Check with the Screaming Frog if response code is a 404 error. Fix all the broken links and recheck with the Screaming Frog to ensure no broken links left.
404 Error Page
It is recommended to have a custom-made page for 404 error message. This page should contain the message and divert the option to the home page or any other page of the same website.
Open Graph – OG Tag
Open Graph tag is for snippet display in social media when shared. If you have a WordPress website then Yoast Plugin for OG tag. It will generate OG tags.
<meta property=”og:locale” content=”en_US” />
<meta property=”og:type” content=”website” />
<meta property=”og:title” content=”Title of the page” />
<meta property=”og:description” content=”Page description” />
<meta property=”og:url” content=”https://www.seoexamp.com/” />
<meta property=”og:site_name” content=”Website name” />
301 Redirect Page
Check if the redirection rule is set ok or not from the backend. Pointing one non-working URL to another relevant working Page(URL).
It is the main version of the website. There are different version of the website, in WordPress, we can set in setting>>General>>Site Address (URL) for a main version. All other version is automatically redirected or pointed to the main version. Whenever we open any version it leads to the main version.
For example, only one will be main version and canonicalized to among these.
Check with the Google lighthouse tool in inspection after right-clicking in any webpage or with page speed insight.
Or Page speed insight tool – search in google, it is provided by developers(Google).
Check the website home page/service or product page for the test, score should be at least more than 50 for both mobile and desktop.
Eliminate render-blocking or minify CSS/js – If you have WordPress website then install plugin – wp rocket(Paid) or WP fast cache plugin. Setup setting to compress/minify js/CSS. Lazy load plugin for image load during scroll only. Install it if the pages have many images.
Check Up Device Compatible – Responsive
Perform the responsive test, check in all popular devices if the main pages are responsive. Instruct development team to inspect and fix if responsive issue present.
Monitor in Mobile Usability in Google Search Console each week/month if a mobile issue detected on any page and fix it.
At very first, start study the business or product information. Understand what the website/organization offers to their viewer. Our job is to find the search intent of the people, identifying the search volume i.e opportunity to reach.
Get access to the Google Keyword Planner tool or ahref/SemRush/moz paid version for keyword research.
List out 20 to 25 main keywords related to the website service/product/information.
Find out competitors and their website status. Questionnaire business owner for their competitors or you can find it with ahref/SemRush/moz tools.
Compare the Domain Authority, Page Authority, number of pages indexed for each website, total monthly traffic. This will let you know your website status in comparison to the competitors.
Optimize the page title, meta description and body content with researched keywords. Focus content on researched content.
Google Analytics Setup
Setup Google Analytics account. Get tracking code from Admin, tracking info.
Copy the tracking code and insert it in the <head> section of the website. Now open a page and check real-time data in Analytics to check if the code insertion is working.
Check Total user, new user, bounce rate which should be maintain, direct/organic traffic.
Google Webmaster Tools Setup
Create a Google Search Console account, add a property, verify with Google Analytics or copy the HTML code from verifying process other option, insert in the <head> section of the page. Then verify.
Check coverage error and fix, mobile usability issue monitoring and fix. Manual action check – penalty check.
Search impression, position check and CTR check for targeted keywords.
Generate Schema Code with an online schema generator. You can use any schema generator schema. Schema code will fed data to Google Search Engine and it will lift to feature snippet if done properly.
Write schema for Person/Organization schema and insert to the Home page.
Write and insert Product/Service schema to product/service page only.
Write and insert BlogPost/Article schema to blog page only.
It is the promotion of the website to other’s website. If you have good content then people will link your article to their website. Each linking of you page is known as a backlink.
You can make reach to the website owner and request them to link your page if your website is useful as a resource for them. You can even write a guest post including your page link on it and submit to the high DA website.
For further study you can check the SEO guide here.
For online advanced SEO learning you can contact in this number – +9779861599580
Article Author works as a Senior SEO Specialist and the content is written on the basis of his experience.