Page Topics & Optimization - On Page SEO is the process of correctly structuring and optimizing a website’s pages and blog posts. The goal is to instruct Google and the search engine what these pages and posts are about. When done correctly, there is a synergy between page and post topics across the website.
Page Topics & Search Results - On Page SEO also instructs search engine searchers about what your pages are about and has a direct correlation with how searchers click through to your web pages.
Common On Page SEO Issues
Title Tags – Title tags are the strongest element to ranking your web pages in Google and other search engines. The title tags of your web pages should be unique, topically keyword rich and Geo specific.
Issues that surround title tags
Title Tags Are Not Relevant To Page Content – Google and the other search engines may have trouble ranking your web pages for specific keyword phrases if they are not delineated in your title tags.
Duplicate Title Tags – Google and other search engines may rank the wrong web page for specific keyword phrases because of duplicate title tags. This affects conversions, when web visitors come to your web page expecting different content.
Missing Title Tags – Google and the search engines may ignore your pages when it comes to ranking them for mission critical keyword phrases. The title tag is the strongest factor in telling Google and the search engines what your page should be optimized for.
Title Length – The length of the title impacts how the title appears in the organic search results. When titles are shorter than 30 characters they typically are not well optimized. When they exceed 65 characters they become truncated in Google’s search. This can affect conversion.
Meta Descriptions – The meta description describes what your web page(s) are about. They have zero impact on ranking, but can affect click through rate from the search results into your pages.
Issues surrounding meta descriptions
Meta Description Length – The length of the meta description impacts how the description of the page appears in the organic search results, under the page title. When meta descriptions are shorter than 70 characters they typically are not well optimized. When they exceed 156 characters they become truncated in Google’s search. This can affect conversion.
Missing Meta Descriptions – When the meta description is missing, Google and the search engines pull information they deem important from your web page to create the description of the page. This can affect the click through rate and direct calls to your business.
Duplicate Meta Descriptions – Duplicate meta descriptions are less common. They affect conversion and bounce rate: which is when a web visitors arrives at your web page via the search results, expecting content delineated in the meat description. But instead, are confronted with irrelevant content. The web visitor leaves quickly.
Headlines – H Tags – The headline of your web pages should be very closely aligned to the title of the page per a recent update in Google. The (h1 tag) helps tell the web visitor what the page is about. H tags that effect on page SEO are: h1 – h3, with the h2 and h3 tag having very little SEO affect. H2 tags are usually used for sub topics and the h3 is used for the call to action.
Issues we see revolving around h tags
Irrelevant H Tags – If the h1 tag is not closely aligned to the page title and the other h tags are not relevant to the page topics, then the h tags are not optimized correctly.
Duplicate H Tags – If there are multiple pages where the same h tags are present, it sends a signal to the search engines that your pages are not optimized for individual topic of law.
Missing H Tags – Missing h1 tags can affect your optimization and your pages ability to rank in Google and the other search engines.
H Tags Are Not Hierarchal – H tags should be used in a descending hierarchical fashion.
Other On Page SEO Issues
Meta Keywords – Meta keywords are not used as a ranking factor in Google, and have not been used in many years. Meta keywords should be removed from all of your web pages and blog posts.
Google Mobile Friendly Test – This Google’s algorithm tests your website to ensure it displays with Google’s standards on tablets and smart devices. If your website is found to not comply, your website could be completely removed from Google’s mobile search results.
Google Page Speed – How fast your pages render in Google is a ranking factor. Google is concerned with their user’s experience. It is important that your website, its scripts, plugins and pictures are optimized for fast page speed for both desktop and mobile versions.
Server Responses – Server responses can affect provide errors such as pages not found, broken links, server time out and redirect loops. Server responses can affect ranking when these errors multiply.
There are several server responses that we are concerned with:
404 Errors / Pages Not Found – Broken links from pages, images and files affect the user experience and create errors on Google. In our experience, these issues can affect ranking. Broken links and pages should be redirected to the relevant page.
Page Redirects – Page redirects should only have one hop from broken link to the relevant page. Google frowns on multiple hop redirects, which can lead to a redirect loop.
Sitemap Integration – The integration of XML sitemaps shows Google, Bing and the search engines, updates to pages and blog posts, which allows Google to respond to the indexation of new published content and edits of existing content.
Canonical URLS – Self-referencing canonical URLS tell Google and the search engines which page to rank. This is crucial, with the sharing of pages through social media. The search engines need to know, which page is the original page that they should rank. When this element is not in place the search engines can rank the wrong page.
Internal Linking – Your web pages and blog posts should be interlinked where relevant in the page and post copy. Internal linking is an important ranking factor.
Stand Alone Pages or Minimum Internal Links – Google looks to see web pages link to at least to one other page internally. Pages and posts should be inter linked where appropriate within the content topically.
Multiple Links per Page To The Same Destination - Google does not like to see multiple links within a pages content. This is seen as manipulation. It is far better to make the content that you are going to link very relevant.
Incorrect Breadcrumb Navigation Schema Markup – Breadcrumb navigation provides keyword rich internal links to web pages and blog posts. This navigation can be marked up with schema for breadcrumb navigation. This schema markup helps Google and the search engines better understand what the web page content is about. The schema markup is very commonly not added correctly and provides errors to Google.
Doorway Pages – Web pages and their content should be meaningful. Pages that are seen as duplicate content. or thin content, which funnels web visitors to a focus web page are seen as doorway pages.
Image Alt Attributes – The image alt attribute should be associated with the title of the web page. While the image alt attribute does not provide a huge boost to your on page SEO, it does provide an additional optimization that Google allows and your competition may not be using.
Common image alt attribute issues
Missing Image Alt Attribute – Web pages with images do not utilize the keyword naming of the image files as well as the image alt attribute to the main keyword phrase.
Non-Relevant Image Alt Attribute – In many cases we find images with non-relevant image alt attributes and file names. This sends a mixed messages to the search engines about the web pages optimization.
Duplicate Image Alt Attribute – In many cases we find images with duplicate image alt attributes and file names. This sends a mixed messages to the search engines about the optimization for several web pages.
Website Structure Issues
Site Structure – The manner in which your website is structured can play an integral part in website ranking in Google and the search engines.
SEO issues that surround website structure
URL Structural Optimization – The URL structure is a strong ranking factor for optimizing web pages for keyword phrases and Geo locations. It is crucial that the presence of keywords in the URL are done in a manner that is not seen as keyword spam.
Pagination – When websites have multiple pages with the same elements, Google can get confused on what page to rank.
Example of Pagination:
- Example a blog shows 10 blog posts per blog page.
- The example blog has 56 blog posts
- A category in ecommerce displays 300 products in its category:
- There are 10 products per category page.
- There are 30 category pages in this series of pages
They all share the same:
- Page Name
To keep Google from being confused about what page to rank, we tell Google these pages are part of a group of pages. And to only rank the 1st page of this group. It also tells Google which pages in the group are the previous page or the next page within the group and elevates the issues revolving around duplicate pages name, duplicate titles and duplicate descriptions.
HTML Folder Names – html sites have the ability to name folders. This effects the naming of the URL or web address and the page ranking. When this is not taken into account, there is a missed SEO optimization. We tend to spend most of our time with WordPress sites.
Parent Pages – These landing pages are seen as index pages. These pages help provide internal links to the child pages and a better user experience to the web visitor, by providing useful information to child pages, that they may not find in the navigation.
Child Pages – These pages are considered sub-pages of the parent page. These pages should be written on sub topics to the main parent page. These pages should link topically within each other and to the parent page where appropriate.
Categories & Tags – Categories and Tags are a feature for specifying content in the blog or ecommerce section of your website.
Categories & Tags In Blogs - In a blog, it is important to not index them in Google, otherwise they can outrank your targeted keyword phrases for product or services pages.
Categories & Tags in Ecommerce - Ecommerce category and tag pages need to provide more value than just providing product page listings. Add relevant content to the category pages and ensure that there is no pagination, so that the first instance of the category page is the page that is indexed and ranked in Google. Tags should not be indexed, ensure that they are: not indexed and also have a disallow element in the robot.txt file.
Do you suspect that your on page SEO is not optimized for search?
Our SEO audits will reveal issues with your on page optimization, and your link building efforts. It will show you what your competition is doing to out rank your website in your marketplace. The SEO analysts at Conversion Metrics can investigate the state of your websites SEO.
Access We Need For an On Page SEO Audit
- Google Search Console
- Google Analytics
- Google Tag Manager (if applicable)
On Page And Off Page SEO
On page SEO is approximately 40% of the SEO equation, while Off Page SEO, also known as link building accounts for the other 60%
Developing Strategies to Enhance Your Web Presence Through a Technical SEO Audit
Most businesses have established some type of web presence before they look to improve their rankings through drug rehab SEO services. Conversion Metrics conducts a technical SEO audit to identify any issues with your existing webpage that may be preventing it from ranking in Google and other search engine results. With a comprehensive understanding of what is keeping your site from ranking, we develop a winning strategy to improve your rankings, drive more traffic to your site, and ultimately increase your sales.
What is a technical SEO audit?
There are a number of tools available to conduct an automated SEO audit. However, these tools are not a sufficient replacement for the precision of a manually performed audit by an experienced SEO professional. Conversion Metrics conducts all of our SEO audits manually with the assistance of tools, not the other way around. This requires more effort on our part, but the result is a far more effective and complete understanding of your SEO needs.
Why is a technical audit recommended?
If your site isn’t ranking, a lack of effort might not be the only factor working against you. The quantity and quality of efforts to enhance your site’s optimization will not matter if they are not implemented strategically. Inherent issues with your site can cause it to be penalized by search engine algorithms, hurting your rankings. For this reason, we recommend that any SEO strategy begin with and be informed by a comprehensive technical audit from the outset.
What issues can a technical audit uncover?
Some of the common issues we frequently uncover in the technical SEO audit include:
- Duplicate Content. Cited as one of the most common SEO issues, identical or very similar text on multiple pages of the same site can interfere with search engine algorithms, and can even cause different pages of your site to compete with one another.
- Image Issues. Every image on your site should include an alt tag, which is a brief description of the image, and the description should include SEO keywords and phrases.
- Improper Title Tags. Like duplicate content in general, duplicate title tags decrease your site’s implied value to search engines. Additionally, rankings can be affective if title tags are missing, too long, or even too short.
- Improper or Missing Meta Descriptions. Although they do not directly impact rankings, meta descriptions have a major impact on your click through rate (CTR), which plays an instrumental role in determining rankings.
- Broken Links. Broken links on your site and external links to your site create a number of problems. First of all, it is frustrating for the user to select a link that does not bring them where they want to go (or bring them anywhere at all). Additionally, broken links hurt your SEO efforts.
On page SEO issues
Some of the issues a technical SEO audit addresses are with your site itself. These issues arise from a lack of or from improper optimization. Sometimes, a site can even be over-optimized, resulting in algorithm penalties. We painstakingly perform an on-page SEO audit every page, text block, title tag, image, and link on your site to find out what is working, what is hurting your rankings, and what is missing that could improve your optimization.
Off-site link issues can hurt your rankings just as much as on page SEO issues. Through a backlink audit, we identify external links and ensuring that they adhere to search engine protocols, we can ensure that existing backlinks are helping instead of hurting your SEO efforts. From there, we can determine what steps can be taken to improve and expand your site’s use of backlinks.
Understand your website’s assets and liabilities with a technical SEO audit
Conversion Metrics approach to developing a winning SEO strategy starts with a comprehensive technical SEO audit. Until we understand where your company stands with its online presence, it is difficult or impossible to design an SEO strategy that will actually improve your rankings.