Identify opportunities to improve search rankings and traffic.
Update the title tag, URL, and meta descriptions for each web page. Make sure they include relevant keywords and that they fit within the recommended character limits.
The title tag of your web page is the page title that’s displayed in SERP results. Limit your title tag to no more than 55 characters to make sure it doesn’t get cut off when displayed on a results page.
The meta description is a short descriptive summary of a web page that appears below the title tag in SERP results. Limit your meta description to no more than 160 characters.
Each URL on your website should offer a short description of its contents. For example, aim for
https://www.example.com/products-services/ over an auto-generated URL like
Don’t include a date in new URLs. If you need to update that page later, changing the date in the URL will result in a broken link. This can eliminate any authority the page received through backlinks.
Conduct keyword research to analyze the effectiveness of your current keywords. Try to rank for different variations of your original keywords.
Although you likely conducted keyword research when creating your website, it’s good practice to track the monthly search volume of your keywords. This way, you can see which keywords are boosting or hurting your site’s search rankings. Consider doing a full SEO audit of your website either bi-annually or quarterly to keep your pages up to date.
Review each web page for proper formatting and heading tags, quality content, and an effective internal linking strategy.
Making sure each web page is formatted with organized sections and relevant H1, H2, H3, and H4 headings will help make the page easily scannable for web visitors and search engine crawlers.
Search engines also rank pages with high-quality, authoritative content more favorably because they provide the most value to web visitors. Improve the structure of your content by:
- Making sure each page is divided into organized sections and lists
- Including relevant keywords in headings and in the content itself
- Breaking up large blocks of text with helpful and engaging images
- Improving the trustworthiness of your page by linking to credible sources
- Improving the authority of your page by linking to other internal pages
Use a tool like PageSpeed Insights to identify slow-loading pages and receive helpful recommendations for how you can increase their loading speed, such as compressing images or removing unnecessary elements.
Fast-loading web pages provide a higher-quality experience for your web visitors and boost your SEO rankings.
Compress and optimize your images using a tool like ShortPixel to improve load time. Add descriptive alt-text for each image to make it accessible to more readers.
Alt-text is a concisely written description of an image that helps search engine crawlers identify the image while indexing your site. It can be read aloud by those who use a screen reader so they can picture it for themselves. The alt-text will also be displayed if a user’s browser fails to load the image.
Use a tool like Google’s Mobile-Friendly Test to check the mobile responsiveness of your web pages.
Having a mobile-responsive site means that your web layout is designed to display correctly on smaller screens, like tablets or mobile devices. Consider design elements such as single-column layouts, large headers, paragraph font, and mobile-optimized menu navigation.
Measure the SEO performance of each web page using a tool like Google Search Console. This allows you to track and optimize your website over time.
Google Search Console reveals how each of your pages ranks in search results. By tracking your rankings in tandem with performance metrics, you’ll know when you need to conduct on-page SEO audits.