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SERP
Title
The title tag is the first interaction that a new visitor have with your brand.
It should be compelling.
SERP
Title - Best Practices
● It should sound great● Each page should have a unique title● The important keywords should be in the beginning● It should have between 50 and 60 characters
https://moz.com/blog/title-tag-length-guidelines-2016-edition
SERP
Keyword In Domain
http://www.searchmetrics.com/wp-content/uploads/Ranking-Factors-2015-Whitepaper-US.pdf
● Brandable names are easier to market● Shorter domains are easier to remember● .io, .ninja, etc. domain extensions might be a
good choice for a more tech savvy audience ● a less tech savvy audience would expect to
see a domain with a country extension or .com
SERP
Domain - Best Practices
https://www.searchenginejournal.com/how-your-domain-name-will-impact-seo-social-media-marketing/
SERP
Generic vs Country Specific Domain
Generic Top Level Domain (gTLD)E.g. example.com, example.io
● seen as international business● higher chance to rank in many countries● lower chance to rank well in one specific
country● lower CTR in any specific country
https://webmasters.googleblog.com/2010/03/working-with-multi-regional-websites.html
Country-code Top Level Domain (ccTLD)E.g. example.ie, example.co.uk
● seen as local business● lower chance to rank in many countries● higher chance to rank in one specific
country● higher CTR in a specific country
SERP
Domain Geo-Targeting
https://www.google.com/webmasters/tools/i18n
You can set generic domain to target users in a specific country
with Search Console
SERP
URL
The URL lets users know which page of your website they will land on
when they click the link.
SERP
URL - Best Practices
Use words instead of special characters:and numbers:✔ example.ie/products✖ example.ie/?p=123
Use dashes instead of underscores:✔ example.ie/flower-delivery✖ example.ie/flower_delivery
Keep it close to the root domain:✔ example.ie/sample-post✖ example.ie/folder1/folder2/folder3/folder4/sample-post
SERP
URL - Best Practices
Keep it short:✔ example.ie/services✖ example.ie/Commercial-Locksmith-Service-
Belfast-Northern-Ireland
Avoid using dates:✔ example.ie/sample-post✖ example.ie/2016/09/14/sample-post
SERP
Dates in URLs
https://www.sistrix.com/blog/want-slowly-kill-content-google-simply-use-directory-structure-dates/
SERP
Meta Description
● It’s not a ranking factor● Support title with related keywords● Google can override it● Use around 140-150 character● Include call to action● If not written, it’s auto-generated
????
SERP
Your Checklist
1. Page Title:a. Unique and compellingb. Under 60 characters c. Includes keyword
2. Domain Name:a. Short, unique and brandable b. Use a domain extension to match location and
audience3. URLs:
a. Readable, short and informative b. Use dashes and avoid dates
4. Meta description:a. Unique and enticingb. Under 150 characters c. Include a call to action
UX
Banned Interstitials From Mobile
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
Pop-ups
Pop-up overlays
Substantial above-the-fold ad banner
UX
Allowed Interstitials
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
Cookie usage
Age verification
Above-the-fold layout banner
UX
Mobile-Friendly Pages
85% of pages in mobile search results are
mobile-friendly
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
UX
Mobile-Friendly Pages
Test your website and fix all identified issues:● Mobile-Friendly Test Tool● Search Console - Mobile Usability● Google Analytics > Audience > Mobile >
Devices (look for high Bounce Rate)
UX
Page-Load Time
https://webmasters.googleblog.com/2010/04/using-site-speed-in-web-search-ranking.html
“40% of people abandon a website that takes more than 3 seconds to load.”
Kissmetrics
UX
Page-Load Time
Free Website Optimisation Tools:
● W3 Total Cache (caching)● Cloudways (CDN)● EWWW Image Optimizer (image
compression)● Rocket Lazy Load (image loading)● Plugin Organizer (optimising usage of
plugins)● Autoptimize (code minification and
concatenation)
Free Performance Testing Tools:
● PageSpeed Insights● Gtmetrix● WebPageTest
UX
Accelerated Mobile Pages (AMP)
https://www.ampproject.org/
They makes your content load almost instantly on mobile devices
UX
Accelerated Mobile Pages (AMP)
https://webmasters.googleblog.com/2016/09/what-is-amp.html
“Later this year, all types of sites that create AMP pages will have expanded exposure across the entire Google Mobile Search results page, like e-commerce, entertainment, travel,
recipe sites and many more.”
UX
Ads
If most of the visible area on your site is occupied by advertisements, this might have a negative
effect on your ranking in search engines.
https://search.googleblog.com/2012/01/page-layout-algorithm-improvement.html
UX
Hidden Content
Search engines devalue a hidden portion of your content.
Keep your important content visible.
UX
Comments
Google gives the lowest Quality Page score to pages with spammy comments or forums
discussion. They are easy to recognize and may include Ads, download, or other links.
http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf#page=39
UX
Images
All images should have be described in an "alt" attribute and should have distinct
filename to help visually impaired people and the search engines understand how they
support the rest of the content on the page.
https://static.googleusercontent.com/media/www.google.com/de//webmasters/docs/search-engine-optimization-starter-guide.pdf#page=18
Alt tag: A handcrafted jade bracelet with large turquoise beads and a gold pendant charm.File name: handcrafted-turquoise-jade-bracelet.jpg
UX
Your Checklist
1. Avoid pop-ups, especially on mobile versions of a website.
2. Double check that a website works well on all important mobile devices
3. Make the page load as fast as possible4. Create AMP pages5. Avoid putting too many ads on your page6. Avoid hiding content behind tabs and accordions7. Spammy comments needs to be removed from all
pages8. All images should be described in the alt attribute
and have distinct file name
TECHNICAL
Internal Links
Internal links pass reputation between pages.
They also help users find relevant content on your website.
They help the search engines:● understand relationships between your pages● discover the new pages● identify important pages● understand the structure of your site
TECHNICAL
Duplicate Content
There is no a duplicate content penalty.
However, the duplicate content dilutes ranking ability of your pages.
TECHNICAL
Duplicate content
Full Duplication● WWW vs. non-WWW● HTTP vs. HTTPS● Printer friendly page
Partial Duplication● Across site● Boulder plate● Comments pagination
Cross site● Full duplication● Partial duplication
https://www.youtube.com/watch?v=KxCAVmXfVyI
TECHNICAL
Duplicate Content
Quality content that ranks well
Quality content that ranks poorly
Thin pages
Duplicate pages
TECHNICAL
Crawling budget
https://moz.com/blog/diagrams-for-solving-crawl-priority-indexation-issues
TECHNICAL
Crawling budget
Number of pages that will be crawled and indexed depends on:
● Authority of your website● Page-load● Valid/Invalid HTML● Duplicate content● Redirect chains
TECHNICAL
Redirects chains
https://www.youtube.com/watch?v=PQCrRwTjkO8
Google may stop following your link after 4-5 redirects in a row
301 301 301 301
TECHNICAL
Redirects
Redirect 301 (permanent) - it tells search engines that “this is the new page for good”
Redirect 302 (temporarily) - “this page is just for now. Soon, I will have a new page”
TECHNICAL
Redirects
However, tests have shown that converting 302 to 301 and 301 to 200
still improves pages’ ranking.
Rand Fishkin, Nicholas Chimonas
Redirect to a not relevant page Redirect to a relevant page
redirect
TECHNICAL
Redirects to relevant pages
redirect
TECHNICAL
Sitemap for robots
● It helps search engines quickly discover new pages
● It helps notify search engines of updated pages
● It helps with including your product images in image search results
TECHNICAL
Sitemap for humans
Sitemap• Home
• Services
• Web Design• Web Development• Website Maintenance• Graphic Design• Pay-Per-Click Campaigns• Search Engine Optimisation
• Clients
• Clientele• Testimonials• Feedback
• Jobs
• Contact Us
• Request a Quote• Contact Info
https://www.youtube.com/watch?v=hi5DGOu1uA0
• Portfolio • Web Design• Web Solutions• Ecommerce• Web Applications• Search Campaigns• Display Campaigns• YouTube Campaigns• Facebook Campaigns• SEO• Logos• Business Cards• Flyers and Brochures
It provides an alternative means for visitors to your web site to find what
they're looking for.
TECHNICAL
Crawlable files (JavaScript and CSS)
https://www.youtube.com/watch?v=B9BWbruCiDc
To effectively crawl your pages and fully understand what’s on them, Google needs to be able to crawl all the files that build them up. Don’t block your JavaScript and CSS files from search engines.
TECHNICAL
Fetch and render your important pages
https://www.google.com/webmasters/tools/googlebot-fetch
1. Fetch and render page
2. View the rendered page
TECHNICAL
Fetch and render your important pages
4. After fixing all issues, re-submit page to be indexed
3. Check does Google see all content on your page
TECHNICAL
HTTPS
● Defend users against man-in-the-middle attacks
● The green lock icon in the browser bar increases trust in your website
https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html
TECHNICAL
Your Checklist
1. Remove and redirect or add rel=canonical to fully duplicate content.
2. Avoid using redirect chains that are longer than 3 redirects.
3. Whenever you can replace 302 redirect with 301, and 301 redirect with a normal link.
4. Add a sitemap for robots5. Add a sitemap for humans6. Make sure that all JavaScript and CSS files are crawlable
by the search engines7. Apply HTTPS to your website
Thank You
Marcin KilarskiWebInnovation.ie
Twitter: @marcinkilarski Email: [email protected] WordPress Slack: @marcin