SEO ONPAGE - HOW TO OPTIMISE YOUR WEBSITE'S SEO
SEO is very important for a number of reasons:
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- positioning in search results (statistically, more than 90% of visitors to any website arrive via search engines); here it is also worth remembering that it is not only important to be positioned, but it is important to be among the first positions because, according to Google, 75% of people do not go beyond the first page
- generation of free and active traffic (free because they are not paid and active because they are people who are looking for you and not people who find your product by chance in some social network)
- greater brand authority in front of its audience (according to a study conducted by Deloitte, The economic impact of Internet connectivity disruptions, 80% of people search the Internet before making a purchase)
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When talking about SEO, several factors immediately come to mind that can directly influence the SEO of a website, some internal to our web platform and others external.
Although external factors are much more valuable before Google and its ranking algorithm (which is why they will be the subject of another paper), it is also true that they require much more time and resources, they do not depend entirely on us, and their results take some time to be seen (the good news is that in the past you had to wait at least 6 months to see progress, whereas now 30-60 days in some cases are enough to start seeing the results of your work); On the other hand, internal factors (OnPage SEO) can be changed quite easily (although there are many aspects to correct and revise) because we have control operating directly at the web platform level; however, their results have less impact at the Google level. In this document, we will explain everything we can do, both internally and externally, to improve the position of our pages in Google.
The internal factors on which we can act directly are:
- deletion of error pages (e.g. error 404 or 301): each site platform allows access to any error pages, for which you simply delete them, or create a redirect to another active and functioning web page (this option is also available) .surely included in the platform where you have your website).
- Use of compressed images and videos: as I have already said in other documents, one of the most important factors for Google is the loading speed of your website and this is even more relevant now that we have mobile browsing; therefore, one of the few elements that we can control to improve browsing speed is precisely the size of our images and videos. This is why we recommend two web pages that allow you to reduce the size of this multimedia content without losing quality, and they are:
https://www.iloveimg.com/compress-image (for images)
https://clideo.com/es/compress-video (for videos) .
Another thing we can do is to place videos in the lower parts of each page, so that they are not placed in the first part of the loading; or even, on product pages, place videos as the most recently available content.
- use of keywords in product titles and descriptions: the content of your web pages, we know, is one of the two most important elements for Google, along with external links; therefore, it is crucial that in both titles and descriptions you create fresh, original content with strategic keywords for your online business.
- use keywords in urls, title tags and meta description tags: these are the titles and descriptions that appear in search results and are the first thing users see even before they enter your website, like this they must be consistent with what you offer, unique and with relevant keywords to position you; the same goes for the URLs of your website, where you must try to ensure that they always include a keyword related to your business.
- name your images and videos correctly: try to give your media files simple, descriptive names with keywords recognisable by Google (from your web platform you always have this possibility by simply entering each file)
- fresh and original content on your website: we said this above in the part about titles and descriptions, but it applies to all your pages. Content is important not only on an SEO level directly, but also indirectly because if your content is of quality, it might attract the attention of other websites or blogs, which decide to redirect to your pages, which as we will see on the SEO The off-page side is another element to highlight.
- reviews from google and other platforms: reviews left by customers or users are very valuable not only for social proof (which is also discussed in other documents), but also for Google itself, because the most famous search engine gives relevance to what others write about us; therefore, having a review that talks about our website is equivalent to another user's content about us and with direct redirection, so you have to take care of this part (many of the free links that we will mention in the SEO Off Page part, also have the possibility to leave a review anonymously)
- inbound links: these are internal addressing links on our website, via anchor text. On each page we should have at least a couple of links pointing to other pages on our site, and it is very important that they are always associated with different and new phrases, so that Google does not see this as bad practice.
- Web structure with ordered Headings and Paragraphs: when we create our web pages, many times in the text parts we see that we are told whether it is a heading or a paragraph, and also what level. Although it may sound silly, Google likes your page to have a well-defined and ordered structure and that is why you have to make sure that each of your pages only has a Head 1, a Head 2 and a Head 3, and then that one has different levels of Paragraphs (from 1 to 6) without missing any, i.e. you cannot put a Paragraph 2 and then put a Paragraph 4, without there being a Paragraph 3 on the page, because Google will consider that a part of the content is missing. So take a look now because it is easy to solve and has almost immediate results.