Having clean codes, optimized HTML tags and metadata helps search engines crawl your site better and index and rank your pages according to the relevant search terms.
Make sure to check the following:
Your source code is the backbone of your website. The crawlers finds everything it needs in order to index your website here. Make sure your source code is devoid of any problems by checking the following:
INCORRECTLY IMPLEMENTED TAGS:
Examples of these are re=canonical tags, authorship mark-up, or redirects. These could prove catastrophic, especially the canonical code, which can end up in duplicate content penalties.
SERVER-SIDE CODE SHOWING UP ON THE HTML CODE:
Depending on how this is processed, the code could either cause errors on the website or show up as text on the front end, revealing secrets that your competitors can pick up on.
META ROBOTS TAGS:
Implementing this tag without making sure you do not apply the “noindex, nofollow” parameter to your most important pages, is crucial.
You may have hidden content in your CSS codes. Removing this content is crucial to ensuring crawling runs smoothly.
EXCESSIVE SCRIPT CODE:
This could slow down your page loading time which is bad for your SEO rankings.
Some tags for analytics may be available to competitors. Removing unnecessary tags is good practice.
Mark-Ups and Tags
Adding mark-ups improves the look of your SERPs listings and contributes to trust signals. The most basic snippets are:
Create a Google+ account for your website and use the authorship HTML mark-up in the website code.
NAME, ADDRESS, PHONE NUMBER (NAP) RICH SNIPPET:
This displays your business name, business location, and contact details on the SERPs.
This displays ratings of your products, images, price range, and availability.
This snippet shows the ratings and reviews exclusively on the SERPs.
Displays a thumbnail of the video display next to the listing. You can install this manually if you host your own video or if it is shared on a video sharing site (YouTube, Vimeo, Vine, etc), or automatically have this appear through the Facebook Share markup code.
Other specialized snippets are available and may be applied based on your specific needs and industry. These include snippets for recipes, people snippets (different from authorship mark-up because it shows a person’s position and affiliations, not the Google+ profile), music album snippets, to name a few.
You will also need to check your HTML tags and optimize all titles and header tags. Make sure your main keywords are part of your title.
Optimizing metadata helps crawlers interpret your site content better. It’s important to include the following details:
Keep your title within the character limit, and make it consistent with the web page’s title.
This displays your business name, business location, and contact details on SERPs.
Refer to your keyword groupings to determine which keywords you need to insert here.
There needs to be continuity between the title and header tag.
When planning your landing page, need to understand that for most instances, you should be able to drop paid traffic onto that landing page and still see good results.
An optimized landing page will work great for both SEO and PPC purposes. When your organically optimized page is not a good landing page which converts, you will be throwing away valuable traffic, and bottom line, you’ll be throwing away your money.
In order to get this mix right, focus your efforts on optimizing landing pages for search engines and for your potential customers. Go through a process of understanding how your audience thinks when they are searching for products and services online.
That information helps us determine which interests and needs need to be addressed during the customer journey. Here’s how we do it:
Captivating, Keyword Focused Title Tag:
On your landing page, this is the most important 8 – 10 words we’ll write. You should keep it both keyword focused and compelling enough to be clicked on above your competitors.
This text is the very first point of contact in search engine results and is thus a crucial component of your landing page optimization. Create descriptions that receive clicks through strong call-to-action.
Keyword-Focused, Powerful Headline:
Need to make sure that the user experiences continuity when making first contact with the website. The headline contains the optimized keywords and gives your potential customer a reason to stay on the page and engage with whatever is on offer. It also gives search engines the topical focus of your page.
Topically & Keyword-Focused Content:
It’s very important that the content on your landing page focuses on the topic and goals your website sets out to be achieved. Use the correct keywords and related phrases, but more than that, make sure that the content will be useful to your users. Use code to properly structure content for easy reading.
A good landing page doesn’t leave the user feeling unsure about the next step to take. It is clear and concise in providing the user with a motivation to take the next step. Create a clear goal and desired action for the user to take.
When grouping your keywords and creating the site structure, consider the website topics, what keywords you want to rank for, and what the general purpose of the site is. Also consider the customer journey and make sure that the site structure will make sense to your customers.
Trust & Credibility Signals:
Add testimonials and logos of companies your clients have worked with so far. This will send trust signals to their target market and add to their credibility. Encourage reviews from customers through social media and forum engagement, email surveys, and links to your clients’ local listings.
The importance of social signals shouldn’t be understated in significance when it comes to search algorithms. Make sure that your website pages are easily shareable by your users, making sure your visitors engage with your offerings.