Key steps for better Search Engine Optimisation (SEO)
In today’s digital landscape, the importance of search engine optimisation (SEO) cannot be overstated. Whether you’re a seasoned webmaster or just beginning your journey online, the visibility of your website on search engines like Google plays a pivotal role in your online success. An SEO audit is the foundational step to enhancing your website’s performance in search engine rankings.
This article attempts to provide a general framework and some key factors to consider when considering the optimisation of your website for search engines.
On-Page SEO
Title Tags: Check if each page has unique and descriptive title tags.
Meta Descriptions: Ensure meta descriptions are informative and relevant.
Header Tags: Confirm the use of proper header tags (H1, H2, H3, etc.).
Keyword Usage: Assess the use of keywords on pages, ensuring they’re relevant and not overused.
URL Structure: Ensure clean, descriptive URLs.
Image Optimisation: Check alt attributes and image file names.
Internal Linking: Review internal linking structure for relevance and proper anchor text usage.
Content Quality: Evaluate the overall quality and uniqueness of the content.
Technical SEO
Site Speed: Check page load times and optimise for faster loading.
Mobile-Friendliness: Ensure the website is responsive and mobile-friendly.
SSL Certificate: Verify that the site uses HTTPS for security.
XML Sitemap: Confirm the presence and accuracy of the XML sitemap.
Robots.txt: Review the robots.txt file for proper instructions to search engines.
Canonical Tags: Check for proper canonicalisation of URLs.
404 Errors: Identify and fix broken links and 404 errors.
Redirects: Ensure proper use of 301 redirects for moved or renamed pages.
Structured Data: Implement structured data markup where relevant (Schema.org) for enhanced search results. For example for products, reviews, FAQs…
Content Quality and Relevance
Content Strategy: Evaluate the overall content strategy and its alignment with target keywords and user intent.
Duplicate Content: Check for duplicate content issues.
Thin Content: Identify and improve pages with low-quality or thin content.
Freshness: Ensure the website is regularly updated with fresh content.
Backlinks
Backlink Profile: Assess the quality and diversity of backlinks.
Disavow Spammy Backlinks: Identify and disavow low-quality or spammy backlinks.
User Experience
User-Friendly Design: Ensure a clean and intuitive design for users.
Mobile Optimisation: Optimise for mobile devices.
Page Layout: Ensure the content is presented clearly with proper formatting.
Local SEO (if applicable)
Google My Business: Optimise and maintain a Google My Business profile.
NAP Consistency: Ensure consistent Name, Address, and Phone number information across the web.
Local Citations: Build and maintain local citations in relevant directories.
Remember that SEO is an ongoing process, and regular audits are essential to maintain and improve a website’s search engine visibility.
