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Search Engine Optimization
Improve Performance with Analysis and Strategy
To move your organic optimization forward, you need to thoroughly understand where you are. A full technical and on page analysis of your website is the first step in creating a roadmap to successful optimization.
Technical Analysis
A technical website analysis reviews the behind the scenes elements of your website and provides valuable information about the health of your website. Technical analysis elements include the following.
Response Codes: These include common response codes such as 200 (success) 300 (redirects) 400 (client error) and 500 (server error). 300, 400 and 500 response codes should be analysed and corrected as necessary for optimal user experience.
Meta Title (Title Tag):The title tag is an important SEO indicator. The title tag is shown in the search results and should be optimized using highly relevant keywords, based on the page content and analytics data. Meta title length and keyword prioritization are important considerations to help improve ranking and click thru rate, and each page title tag should be unique.
Meta Description:The meta description provides a brief summary of the page content and is essentially your “elevator pitch” to encourage a click to the website. The meta description is shown in the search results and ideally will contain the most highly relevant keyword for the page. Meta description length is an important consideration as character limitations will be applied to what is displayed in the search engines. Each page meta description should be unique.
Canonical Tag: A canonical URL specifies the preferred version of a web page when duplicate or very similar content exists across multiple URLs. This helps search engines to understand the correct version for indexing and ranking.
Keywords: Identify and incorporate keywords that are highly relevant to the webpage topic and are relevant to user intent as it applies to your website. Analytics data is a good starting point for identifying keywords, and of course utilize the Trionia team as a resource.
Directives: Directives offer guidance for how search engines interact with a website’s pages. Common directives include follow, nofollow, index and noindex.
Alt Tags (text): Using keyword rich captions leverage the use of images beyond the reader, providing SEO value. The Alt Text Format should be accessibility friendly – this is accomplished by making the text describe the image so that visitors using a screen reader can understand the content and context of the image.
Page Speed: Page load times are important, particularly for mobile users, and poor mobile load times can have a negative impact on ranking. Items such as image size and format as well as code loading speeds should be analyzed and optimized.
Schema Markup: Schema markup (schema.org) is a standardized code that helps identify important elements of a web page more effectively. This data is used by both search engines and AI to help understand the high level content of a page.
On Page Analysis
Header Tags
Header tags identify headings and subheadings on a webpage, break content into themes, and help the search engines better understand the content on a webpage.. They rank in order of importance, from Primary Header to a range of subheadings. There should be a single Primary Header, multiple secondary headers are acceptable where it makes sense. Header Tags should not only be descriptive, but utilize a primary or secondary keyword when practical.
External Links
External links should provide value to the user as an additional resource to the page content. One of the pitfalls of external links is that these links may become invalid, generating a page not found error (404 error) and lessening the user experience. Best practice is to regularly check all the links in articles and correct them if needed.
Internal Links
Internal links, through anchor text, link to other parts of the website, provide value to the user as an additional resource to the page content as well as linking and supporting semantic content.
Similar to external links, internal links may become invalid, generating a page not found error (404 error) lessening the user experience. Best practice is to regularly check all the links in articles and correct them if needed.
URL Nomenclature
URLs should be intuitive to end-users, both inside and outside of the business / organization and be relevant to the page they represent.
URLs should be kept short and memorable.
URLs should be lowercase.
URLs should be composed of letters, hyphens and numbers — no other characters, e.g., underscore, tilda, etc.
Avoid creating URLS where words are joined together. Separate the words with a hyphen for a better user experience.
URLs should not be close duplications of other URLs used on the website. For example https://webname/page-1, https://webname/page-2, https://webname/page-3.
URLs should support a positive site hierarchy. URLs should flow from the domain to the parent level to the page or from the domain to the parent level to the child level to the page. Proper URL hierarchy helps the search engines better understand a website.
Images
WebP is a modern image format that provides superior lossless and lossy compression for images on the web. Using WebP, webmasters and web developers can create smaller, richer images that make the web faster, especially on mobile devices, which is a key ranking metric.
Content
Page content should be written for the end user and not for the search engines. While it is important to have the above-mentioned elements for each web page to help the search engines and AI platforms better understand page content, to build trust and authoritativeness in your website, useful content should be your primary goal.
Do You Need Help Optimizing Your Website?
Outsourcing your search engine and AI marketing efforts can deliver measurable impact in a timely manner, reduce costs, save time and resources. Our SEO services begin with a full website internal and external audit, and returns a comprehensive roadmap to help improve your website’s performance and presence.
Moving forward we use analytic data to measure and improve initial changes, and continue to fine tune the optimization to help meet your business goals.
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