Your website matters, obviously, to Google. They determine how to rank you entirely based on it. You can have all the social media platforms in the world, but nothing matters quite like your website. To rank organically (unpaid), you need quite a lot of combined tactics, and you can read about some additional off-page and on-page elements and local SEO on our blog. For a more in-depth guide on the website development and design behind on-page optimization, read below. Your website developer should know how to implement all these techniques, but make sure you ask for a quote or if it’s included in the cost. There is little point to paying to build and design a website if it never ranks on Google. As Lisen, our co-founder and CTO, likes to say, "Having a website without SEO is a lot like having a billboard advertisement and keeping it in your basement." That's why implementing these main techniques, along with some others, are helpful to push your ranking up on Google.
Meta Title/Title Tag
This is the tag that appears on the top bar of your screen. It should be short, informative, and have your company name at the beginning, in most stylings. Having this title provides legitimacy to your webpage. We often see websites where it’s clear they’ve used a template and left the template’s logo and title in there - embarrassing!
This is the description that you may see appear under websites when you Google. This is a good place to implement keywords and discuss the page at hand, not the website overall. Design your meta description to inform the user what the page is about, do not keyword stuff it for Google.
Used on all images embedded in your website, the alt tag tells Google what the image is all about.
The big titles on your page - these matter to Google, with the other H tags (2-6), matters in importance in order of their H class. Your H1 tag should tell Google what’s happen in the paragraphs below.
Your content needs to be informative, updated, consistently posted, and relevant. Ensure you are using keywords and being useful to people visiting your website. We go more in-depth about the importance of content and how it impacts your rating, here.
Text as Images
Where possible, use text as text, not images. Web crawlers cannot read text that is an image. We have seen too many websites having important information made into images instead of text. This does not benefit you, whatsoever.
Do not do keyword stuff, hiding your keywords in invisible text, background coloured text, or in images is penalized by Google.
Poor Photo Labels
Labeling your photos inaccurately or with huge link names like this-is-a-crazy-useless-photo-name.png does nothing for your SEO. Something like yourcompany-logo.png is much better for telling Google that the image is all about.
Links that go nowhere and do not load will impact your SEO, and the overall appeal and functionality of your website. Not only will it frustrate clients, it’ll alert web crawlers. Make sure all your links connect. Have your web developer, friends and family, and yourself test the functionality of the website prior to announcing launch.
Long or Difficult to Read Links/Domain Names
Having a domain name like yourwebsite.com/00000111hshshshjqqqwweeeyeuvdhdjhdshjfshjfshjfs is not user-friendly. No one wants to click what looks like a virus, and Google knows it. Keep your domains relevant to the content of that page. For example, yourwebsite.com/blog/useful-title-of-blog is a great domain name.
Having a sitemap helps Google understand all about your website but acting like an archive of every webpage. It should be available on your website for web crawlers and browsers to discover.