Onpage Optimization
One of the most important points in the promotion is the internal optimization of the site, namely the optimization of code, text, content, meta tags, structure.
Internal optimization – optimization of the site inside, according to the requirements of search engines, so that the site would be as relevant as possible to the promoted requests.
After we have made a competent selection of keywords , created the semantic core of the site , it’s time to put the site in order.
The main points of the internal site optimization:
1. Meta tags
- A) Title – the main meta tag, which search engines like Google , Yandex , Bing and others pay attention to and take into account in the ranking factors of sites.
This is the first thing you need to register on the site, before the promotion.
Length title: in the search engine Google and Yandex is displayed in the search results 70 characters, but you can make and longer titles, like 125 characters.
It is not recommended to make the title tag spammed, that is, it should repeat the necessary keyword many times.
- B) Description
Meta tag description needs more to increase the CTR (the number of hits on the views) from the search results. But it is also possible to prescribe the main keywords in it, with a small degree of probability, but this may affect the ranking.
- C) Keywords
Meta tag keywords can be prescribed, but you can not, with a small (very small) degree of probability it affects the ranking, but if you do not register, then there is nothing terrible.
When keywords are spelled out for a page, when analyzing competitors’ sites, it is easy to determine which words are used to advance a competitor.
Tecnical Meta Tags
– Content type
– Content-language
– robots
– Refresh
– Author
– Copyright
Depending on the situation, certain technical meta tags are written. But the main meta tags should always be written, and for each page of the site.
- Tags
- A) alt
The tag, which is intended for the prescription of pictures, means alternative text. When optimizing a site, it is advisable to prescribe it for the main pictures, if possible for all pictures, since there are also transitions in pictures, because Google and Yandex have a search in pictures.
- B) H1
It is advisable to use no more than 1 time on the page, usually the name of the page that shows the search engine that it needs to be considered.
- B) Bold / strong
Allocation in bold in the text had previously accurately influenced, now also gives a certain weight, but not so significant.
In the tex, you can bold the main keywords 1-2 times, but no more, since it will look suspicious and spam.
3. Text
The text on the site should be primarily the user, and the second optimized for search engines.
For different types of sites, texts are optimized differently, the most important thing is not to repeat too many keywords in it, since search engines may consider this as spam and impose sanctions or a filter on the site.
4. Structure
The structure in the promotion is of great importance.
- A) Level of nesting
First of all, you need to make sure that all pages of the site are no more than the 3rd level of nesting, maximum 4th.
What does this mean
Let’s look at an example:
Main page – the first level of nesting
Site section – the second level of nesting
Under the section – the third level
For simple websites, with the number of pages up to 100, this is simple, and if it is big online stores, with tens of thousands of products, or media sites with countless pages, at that point you should:
– create a site map (or maps, not one but several)
– special pages for indexing pages with a far nesting level
- B) Duplicate content
This is a fairly common mistake that adversely affects the promotion of the site. If you look at Google Panda , then he heavily penalizes websites for duplicate content.
Page duplicate is when there are identical information on two different pages.
What do we have to do:
– remove duplicate content
– close such pages from indexing
– use the rel canonical tag to indicate page importance
5. Micro data
There are a number of micro data that can be used to promote the site, as well as increase the CTR of the issue.
6. Shredding the site
The site relinking is important when promoting the site, and we will definitely use it in the internal site optimization, when the project has many pages. These are often large content projects and online stores, with a large core of requests, and you need to correctly distribute the weight of keywords on the site.
7. Social factors
Social factors have recently been influencing more and more on search engine promotion, so it is imperative to do so that the social networking buttons are in a visible place.
8. Usability
The design and usability of the site ( usability ) also affects: page views, conversions , orders, sales. The more convenient the site, the better its structure and perception, the better it is for promotion in general, as it will give more returns from the attracted traffic to the site.
Always need to work on the site
The convenience of the site is a permanent job, testing for alternatives, the result of which is the maximum conversion of visitors into buyers (for commercial sites).
9. Code
It is important to optimize the code in the first place so that the site works quickly and does not slow down the speed of the site loading.
Since the download speed affects the ranking, if the site loads slowly, search engines can lower it in positions by keyword.
Secondly, there is often a lot of excess in the management system, both in terms of engine performance and search engine optimization.
10. Search Engine Tools
It is necessary to add the site to Google Webmaster Tools and Yandex Webmaster , in order to understand how the site scans the search engines, how they see it, look for errors and fix them.
In the webmaster we also set up robots.txt , and other elements that are important for the internal optimization of the site.
Internal site optimization is the most important component in search engine promotion. The better the site is optimized inside, the easier it is to promote it in the search engines.