To add tangible value to the websites I build for my clients I Improve their visibility in search engines by following a checklist of best practices in search engine optimization. Therefore, your website is ready for search engine providers’ recommendations and better ranking.
Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the right keywords can make or break your website. By researching your market's keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.
HTML markup and H1
Using semantic HTML and make sure to keep it well-structured. Besides structuring the template, the content should be structured as well. This helps Google to find structure and hierarchy in your pages. Ideally, start with a H1, but starting with a H2 will not kill your SEO rankings either. The next heading-level should be either an H2 or H3.
The URL of a web document should ideally be as descriptive and brief as possible. If, for example, a site's structure has several levels of files and navigation, the URL should reflect this with folders and subfolders. Individual pages' URLs should also be descriptive without being overly lengthy, so that a visitor who sees only the URL could have a good idea of what to expect on the page.
Internal link structure
Internal linking refers to any links from one page on a domain which lead to another page on that same domain. Internal linking is important for three reasons, strengthening three parts of your funnel. One: They pass authority from one page to another (search optimization). Two: They guide visitors to high-value, high-converting pages (usability). Three: They prompt visitors to act as calls-to-action (conversion optimization).
Readable (SEF) URL's
Search engine friendly (SEF), human-readable or clean URLs are URLs that make sense to both humans and search engines because they explain the path to the particular page they point to.
Metadata: Page Title
Page Title are often used on search engine results pages (SERPs) to display preview snippets for a given page, and are important both for SEO and social sharing. The title element of a web page is meant to be an accurate and concise description of a page's content. This element is critical to both user experience and search engine optimization. It creates value in three specific areas: relevancy, browsing, and in the search engine results pages.
Metadata: Meta description
Meta descriptions are HTML attributes that provide concise explanations of the contents of web pages. Meta descriptions are commonly used on search engine result pages (SERPs) to display preview snippets for a given page.
Optimize anchor text
Anchor Text is the visible, clickable text in a hyperlink. In modern browsers, it is often blue and underlined. Anchor text can significantly improve your page relevance. Optimized Anchor text can boost your site ranking and targeted search engine traffic.
Google can not 'see' images, but it can read all it's properties as set in HTML and can therefore use them to establish rankings for pages with images. In order to support search engines in doing so, images should be supplied with relevant filenames and alternative descriptions.
www or non-www URL's
If your web ite is accessible either with AND without a www-prefix you coud have an issue with duplicate URL's. Google could see both versions of your pages as multiple instances of the same content and penalize your site for it.
Avoid duplicate URL's
Like, the www or non-www issue, any kind of duplicate content in your site could be a hazard for your search engine rankings. Of course, you will have to make sure that your content is unique and is not copied from somewhere else, or re-used in other parts of your sites, but you will also have to make sure that the same page cannot be accessed through multiple URL's.
Avoiding 404 errors is very important, especially if they occur due to incorrect site-setup. It is a sign of bad website design, and could scare off both users and Google. Secondly, make sure that people never end up with a meaningless 404 Page not found error message.
Non-existing URL's should be rerouted with a 301-redirect to prevent 404 errors. Do this with the Redirect Manager, an extension or .htaccess.
Google Search Console (Webmaster Tools)
Google Search Console (formerly Webmaster Tools) can really kickstart the SEO of your website if you set a preferred domain and submit a sitemap.
A Sitemap is an XML file that is full of your individual webpage's URLs. It's like an archive of every webpage in your website. This file should be easily discoverable in your site in order for search engine crawlers to stumble upon it. A Sitemap is usually used for the purpose of letting the search engine crawlers follow the links to all your individual webpages so that it won’t miss out on anything.
Robots.txt + meta tag
A robots.txt file is a text file that stops web crawler software, such as Googlebot, from crawling certain pages of your site. The file is essentially a list of commands, such Allow and Disallow , that tell web crawlers which URLs they can or cannot retrieve.
Microdata, Rich Snippets and Authorship
Snippets—the few lines of text that appear under every search result—are designed to give users a sense for what's on the page and why it's relevant to their query. If Google understands the content on your pages, we can create rich snippets—detailed information intended to help users with specific queries.
Local SEO / Google Business
A Google My Business profile is an essential for local SEO. It’s free and will enable you to appear in local search results for queries specific to your products or services.
Linkbuilding & social media
Once your on-site SEO is in place, you only have done half the work. You will also have to look at off-site SEO, meaning linkbuilding and social media.
You can perform some on-line SEO checks for your website on a number of sites. Seorch.eu and Seoworkers.com are excellent examples for SEO-checking.