Best Read More Tag That Saves Seo Value
On-Page SEO
Use your research to arts and crafts your message.
At present that you know how your target market is searching, it'due south time to dive into on-folio SEO, the do of crafting web pages that respond searcher's questions. On-page SEO is multifaceted, and extends beyond content into other things like schema and meta tags, which nosotros'll discuss more at length in the next chapter on technical optimization. For now, put on your wordsmithing hats — information technology's time to create your content!
Creating your content
Applying your keyword enquiry
In the last affiliate, we learned methods for discovering how your target audience is searching for your content. At present, it's time to put that enquiry into exercise. Here is a uncomplicated outline to follow for applying your keyword research:
- Survey your keywords and group those with similar topics and intent. Those groups will be your pages, rather than creating private pages for every keyword variation.
- If y'all haven't washed then already, evaluate the SERP for each keyword or group of keywords to determine what type and format your content should be. Some characteristics of ranking pages to take annotation of:
- Are they epitome- or video-heavy?
- Is the content long-form or brusque and concise?
- Is the content formatted in lists, bullets, or paragraphs?
- Ask yourself, "What unique value could I offer to make my page amend than the pages that are currently ranking for my keyword?"
On-page SEO allows yous to turn your research into content your audition will beloved. Just make sure to avoid falling into the trap of low-value tactics that could hurt more than assistance!
What'south that word mean?
There are bound to be a few stumpers in this hefty chapter on on-page optimization — be prepared for unknown terms with our SEO glossary!
Low-value tactics to avoid
Your web content should exist to answer searchers' questions, to guide them through your site, and to help them empathise your site's purpose. Content should not be created for the purpose of ranking highly in search lone. Ranking is a means to an end, the end being to help searchers. If we put the cart earlier the horse, we gamble falling into the trap of depression-value content tactics.
Some of these tactics were introduced in Chapter 2, but by way of review, let's take a deeper dive into some low-value tactics y'all should avert when crafting search engine optimized content.
Thin content
While it'south common for a website to accept unique pages on dissimilar topics, an older content strategy was to create a page for every single iteration of your keywords in social club to rank on page ane for those highly specific queries.
For case, if yous were selling bridal dresses, you might have created individual pages for conjugal gowns, bridal dresses, wedding gowns, and wedding ceremony dresses, fifty-fifty if each page was essentially proverb the same thing. A similar tactic for local businesses was to create multiple pages of content for each city or region from which they wanted clients. These "geo pages" often had the same or very similar content, with the location name being the only unique cistron.
Tactics like these clearly weren't helpful for users, so why did publishers exercise it? Google wasn't always as good as information technology is today at understanding the relationships betwixt words and phrases (or semantics). And so, if you wanted to rank on page ane for "bridal gowns" just you lot simply had a folio on "wedding dresses," that may non have cut information technology.
This do created tons of sparse, low-quality content beyond the spider web, which Google addressed specifically with its 2011 update known as Panda. This algorithm update penalized low-quality pages, which resulted in more quality pages taking the elevation spots of the SERPs. Google continues to iterate on this process of demoting low-quality content and promoting loftier-quality content today.
Google is articulate that you lot should have a comprehensive page on a topic instead of multiple, weaker pages for each variation of a keyword.
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Duplicate content
Like it sounds, "duplicate content" refers to content that is shared betwixt domains or betwixt multiple pages of a single domain. "Scraped" content goes a pace farther, and entails the blatant and unauthorized use of content from other sites. This can include taking content and republishing as-is, or modifying it slightly before republishing, without calculation any original content or value.
At that place are plenty of legitimate reasons for internal or cross-domain indistinguishable content, and then Google encourages the use of a rel=canonical tag to point to the original version of the web content. While you lot don't demand to know almost this tag simply yet, the main matter to note for at present is that your content should be unique in word and in value.
Debunking the "indistinguishable content penalty" myth
In that location is no Google penalization for duplicate content. That is to say, for example, if you take an article from the Associated Press and post it on your weblog, you won't get penalized with something like a Manual Activeness from Google. Google does, however, filter indistinguishable versions of content from their search results. If two or more pieces of content are substantially similar, Google will choose a approved (source) URL to display in its search results and hide the duplicate versions. That's non a penalty. That's Google filtering to show only one version of a piece of content to amend the searcher's experience.
Cloaking
A basic tenet of search engine guidelines is to show the same content to the engine's crawlers that you'd testify to a human visitor. This ways that you should never hide text in the HTML code of your website that a normal visitor tin can't run across.
When this guideline is broken, search engines call it "cloaking" and have action to preclude these pages from ranking in search results. Cloaking tin be accomplished in any number of means and for a variety of reasons, both positive and negative. Below is an instance of an case where Spotify showed different content to users than to Google.
Users were presented with a login screen in Spotify when searching for the National Philharmonic orchestra.
Viewing Google's cached version of the page shows the content Spotify provided to the search engine.
In some cases, Google may let practices that are technically cloaking laissez passer because they contribute to a positive user experience. For more on the subject of hidden content and how Google handles information technology, see our Whiteboard Friday entitled How Does Google Handle CSS + Javascript "Hidden" Text?
Keyword stuffing
If y'all've ever been told, "You need to include {critical keyword} on this folio X times," you've seen the confusion over keyword usage in activeness. Many people mistakenly think that if you only include a keyword within your page'south content 10 times, you lot volition automatically rank for information technology. The truth is, although Google looks for mentions of keywords and related concepts on your site's pages, the page itself has to add value outside of pure keyword usage. If a page is going to be valuable to users, it won't sound like it was written by a robot, so incorporate your keywords and phrases naturally in a fashion that is understandable to your readers.
Beneath is an example of a keyword-stuffed page of content that also uses another old method: bolding all your targeted keywords. Oy.
An example of a keyword-blimp paragraph, bolding all the target keywords.
Auto-generated content
Arguably i of the nearly offensive forms of low-quality content is the kind that is auto-generated, or created programmatically with the intent of manipulating search rankings and non helping users. You may recognize some auto-generated content by how little it makes sense when read — they are technically words, but strung together past a program rather than a man.
Information technology is worth noting that advancements in car learning accept contributed to more sophisticated auto-generated content that will merely get better over fourth dimension. This is likely why in Google's quality guidelines on automatically generated content, Google specifically calls out the brand of motorcar-generated content that attempts to manipulate search rankings, rather than whatsoever-and-all auto-generated content.
What to do instead: 10x it!
There is no "secret sauce" to ranking in search results. Google ranks pages highly because it has adamant they are the best answers to the searcher'due south questions. In today's search engine, it's not plenty that your page isn't duplicate, spamming, or broken. Your folio has to provide value to searchers and exist better than any other page Google is currently serving equally the respond to a particular query. Hither'southward a simple formula for content cosmos:
- Search the keyword(s) y'all want your page to rank for
- Identify which pages are ranking highly for those keywords
- Determine what qualities those pages possess
- Create content that'southward better than that
We like to call this 10x content. If you create a page on a keyword that is 10x meliorate than the pages being shown in search results (for that keyword), Google volition advantage you for it, and better however, yous'll naturally get people linking to information technology! Creating 10x content is hard work, but volition pay dividends in organic traffic.
Only retrieve, at that place's no magic number when it comes to words on a folio. What we should exist aiming for is whatever sufficiently satisfies user intent. Some queries tin be answered thoroughly and accurately in 300 words while others might require ane,000 words!
A competitor analysis can help!
When you lot're researching how to 10x your content, performing an in-depth competitive assay is your edge. Luckily, we've got another guide devoted to just that! ;-)
Don't reinvent the wheel!
If you already have content on your website, relieve yourself time past evaluating which of those pages are already bringing in adept amounts of organic traffic and converting well. Refurbish that content on different platforms to help become more visibility to your site. On the other side of the coin, evaluate what existing content isn't performing likewise and adjust information technology, rather than starting from square i with all new content.
NAP: A note for local businesses
If y'all're a business that makes in-person contact with your customers, be certain to include your business name, address, and telephone number (NAP) prominently, accurately, and consistently throughout your site'south content. This information is often displayed in the footer or header of a local business website, as well every bit on whatsoever "contact us" pages. Y'all'll also desire to mark upward this information using local business schema. Schema and structured data are discussed more than at length in the "Other optimizations" section of this chapter.
If you are a multi-location business, it's best to build unique, optimized pages for each location. For example, a business that has locations in Seattle, Tacoma, and Bellevue should consider having a page for each:
example.com/ seattleexample.com/ tacomaexample.com/ bellevueexample.com/
Each page should be uniquely optimized for that location, and then the Seattle folio would accept unique content discussing the Seattle location, list the Seattle NAP, and fifty-fifty testimonials specifically from Seattle customers. If there are dozens, hundreds, or even thousands of locations, a shop locator widget could be employed to assistance yous scale.
Local vs national vs international
Just remember that non all businesses operate at the local level and perform what nosotros telephone call "local SEO." Some businesses want to attract customers on a national level (ex: the entire The states) and others want to concenter customers from multiple countries ("international SEO"). Have Moz, for example. Our product (SEO software) is not tied to a specific location, whereas a coffee shop's is, since customers have to travel to the location to become their caffeine fix.
In this scenario, the coffee store should optimize their website for their concrete location, whereas Moz would target "SEO software" without a location-specific modifier like "Seattle."
How yous choose to optimize your site depends largely on your audition, so brand certain you have them in mind when crafting your website content.
Hope you yet take some energy left afterward handling the difficult-notwithstanding-rewarding task of putting together a page that is 10x better than your competitors' pages, considering there are just a few more things needed before your page is complete! In the next sections, we'll talk nigh the other on-page optimizations your pages demand, every bit well equally naming and organizing your content.
Beyond content: Other optimizations your pages demand
Can I just bump up the font size to create paragraph headings?
How tin I command what title and description prove upwardly for my page in search results?
After reading this section, you'll understand other important on-page elements that help search engines understand the 10x content you just created, so allow'due south swoop in!
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Header tags
Header tags are an HTML chemical element used to designate headings on your page. The primary header tag, called an H1, is typically reserved for the championship of the folio. Information technology looks like this:
<h1>Page Championship</h1>
There are also sub-headings that go from H2 to H6 tags, although using all of these on a page is not required. The hierarchy of header tags goes from H1 to H6 in descending order of importance.
Each folio should have a unique H1 that describes the master topic of the page, this is often automatically created from the title of a page. Every bit the main descriptive title of the page, the H1 should contain that page'southward principal keyword or phrase. You should avoid using header tags to mark up not-heading elements, such as navigational buttons and phone numbers. Use header tags to innovate what the post-obit content will discuss.
Have this folio about touring Copenhagen, for example:
<h1>Copenhagen Travel Guide</h1> <h2>Copenhagen past the Seasons</h2> <h3>Visiting in Winter</h3> <h3>Visiting in Spring</h3>
The primary topic of the folio is introduced in the main <h1> heading, and each additional heading is used to introduce a new sub-topic. In this instance, the <h2> is more specific than the <h1>, and the <h3> tags are more than specific than the <h2>. This is just an example of a structure you could use.
Although what y'all choose to put in your header tags can exist used past search engines to evaluate and rank your folio, it's important to avoid inflating their importance. Header tags are one among many on-folio SEO factors, and typically would not move the needle like quality backlinks and content would, then focus on your site visitors when crafting your headings.
Internal links
In Chapter two, we discussed the importance of having a crawlable website. Part of a website'south crawlability lies in its internal linking structure. When you lot link to other pages on your website, y'all ensure that search engine crawlers can find all your site's pages, you lot pass link disinterestedness (ranking ability) to other pages on your site, and you assistance visitors navigate your site.
For case, if we wanted to emphasize the importance of our newly updated SEO Beginner's Guide, we'd simply add together a link like that! (and it's a really good guide)
The importance of internal linking is well established, but there can exist confusion over how this looks in practice.
Link accessibility
Links that require a click (like a navigation drop-downward to view) are often hidden from search engine crawlers, then if the only links to internal pages on your website are through these types of links, y'all may have trouble getting those pages indexed. Opt instead for links that are direct accessible on the page.
Ballast text
Ballast text is the text with which you link to pages. Beneath, you can see an example of what a hyperlink without anchor text and a hyperlink with ballast text would await similar in the HTML.
<a href="http://www.example.com/"></a> <a href="http://www.example.com/" championship="Keyword Text">Keyword Text</a>
On live view, that would look like this:
http://www.case.com/
Keyword Text
The anchor text sends signals to search engines regarding the content of the destination folio. For example, if I link to a folio on my site using the anchor text "learn SEO," that'south a proficient indicator to search engines that the targeted page is one at which people tin learn about SEO. Be careful not to overdo it, though. Too many internal links using the aforementioned, keyword-stuffed anchor text tin announced to search engines that you lot're trying to dispense a page's ranking. Information technology'due south best to make ballast text natural rather than formulaic.
Link volume
In Google's Full general Webmaster Guidelines, they say to "limit the number of links on a page to a reasonable number (a few m at near)." This is part of Google's technical guidelines, rather than the quality guideline department, and so having too many internal links isn't something that on its own is going to get you penalized, but it does affect how Google finds and evaluates your pages.
The more links on a page, the less equity each link can pass to its destination folio. A page but has so much disinterestedness to go around.
And so it's safe to say that you should only link when yous mean it! You can acquire more about link equity from our SEO Learning Center.
Bated from passing say-so between pages, a link is also a way to assist users navigate to other pages on your site. This is a example where doing what's best for search engines is besides doing what's best for searchers. Too many links non just dilute the authority of each link, but they tin can also be unhelpful and overwhelming. Consider how a searcher might feel landing on a page that looks similar this:
Welcome to our gardening website! We have many articles on gardening, how to garden, and helpful tips on herbs, fruits, vegetables, perennials, and annuals. Learn more virtually gardening from our gardening blog.
Whew! Not only is that a lot of links to process, simply it also reads pretty unnaturally and doesn't contain much substance (which could be considered "thin content" by Google). Focus on quality and helping your users navigate your site, and you probable won't have to worry nearly too many links.
Redirection
Removing and renaming pages is a common practice, but in the upshot that yous exercise move a folio, make sure to update the links to that former URL! At the very to the lowest degree, you should make sure to redirect the URL to its new location, just if possible, update all internal links to that URL at the source so that users and crawlers don't take to laissez passer through redirects to arrive at the destination page. If you lot choose to redirect only, exist careful to avoid redirect bondage that are too long (Google says, "Avoid chaining redirects... keep the number of redirects in the concatenation low, ideally no more than iii and fewer than 5.")
Example of a redirect concatenation:
(original location of content) example.com/location1 → example.com/location2 → (current location of content) instance.com/location3
Ameliorate:
example.com/location1 → example.com/location3
Image optimization
Images are the biggest culprits of dull web pages! The best fashion to solve for this is to compress your images. While in that location is no one-size-fits-all when it comes to image compression, testing diverse options like "save for web," epitome sizing, and compression tools similar Optimizilla or ImageOptim for Mac (or Windows alternatives), as well as evaluating what works best is the mode to go.
Another manner to assist optimize your images (and improve your page speed) is by choosing the right epitome format.
How to choose which image format to use:
- If your image requires blitheness, use a GIF.
- If you don't need to preserve high epitome resolution, use JPEG (and examination out different compression settings).
- If you practise need to preserve high image resolution, use PNG.
- If your paradigm has a lot of colors, use PNG-24.
- If your image doesn't have a lot of colors, utilize PNG-8.
Learn more most choosing paradigm formats in Google's epitome optimization guide.
There are different means to keep visitors on a semi-slow loading folio by using images that produce a colored box or a very blurry/low resolution version while rendering to help visitors feel equally if things are loading faster. We'll discuss these options in more item in Chapter 5.
Don't forget almost thumbnails!
Thumbnails (specially for eastward-commerce sites) can be a huge page speed dull down. Optimize thumbnails properly to avoid tiresome pages and to help retain more qualified visitors.
Alt text
Alt text (alternative text) within images is a principle of web accessibility, and is used to describe images to the visually impaired via screen readers. It's important to have alt text descriptions so that whatsoever visually impaired person can empathise what the pictures on your website describe.
Search engine bots besides crawl alt text to better understand your images, which gives y'all the added do good of providing better image context to search engines. Just ensure that your alt descriptions reads naturally for people, and avert stuffing keywords for search engines.
Bad:
<img src="grumpycat.gif" alt="grumpy cat, cat is grumpy, grumpy cat gif">
Good:
<img src="grumpycat.gif" alt="A black cat looking very grumpy at a big spotted dog">
Web accessibility and SEO
There's a great deal of intersection between web accessibility and SEO. Much of our piece of work can assist or harm online experiences for not-sighted Cyberspace users. Be sure to check out our blog post series on this important topic — we have the opportunity to help make the web a better identify for everyone!
Submit an image sitemap
To ensure that Google tin can crawl and alphabetize your images, submit an image sitemap in your Google Search Panel business relationship. This helps Google discover images they may take otherwise missed.
Formatting for readability & featured snippets
Your folio could contain the best content ever written on a subject, simply if it's formatted improperly, your audience might never read it! While we tin never guarantee that visitors will read our content, at that place are some principles that can promote readability, including:
- Text size and colour - Avert fonts that are besides tiny. Google recommends 16-indicate font and above to minimize the need for "pinching and zooming" on mobile. The text color in relation to the page's background color should as well promote readability. Boosted data on text can be found in the website accessibility guidelines and via Google'south web accessibility fundamentals.
- Headings - Breaking up your content with helpful headings can help readers navigate the page. This is especially useful on long pages where a reader might be looking just for data from a particular section.
- Bullet points - Great for lists, bullet points can help readers skim and more than quickly detect the information they need.
- Paragraph breaks - Avoiding walls of text can help prevent page abandonment and encourage site visitors to read more than of your folio.
- Supporting media - When appropriate, include images, videos, and widgets that would complement your content.
- Bold and italics for accent - Putting words in bold or italics can add emphasis, so they should be the exception, non the rule. Appropriate use of these formatting options tin call out important points you want to communicate.
Formatting can also bear upon your folio's ability to evidence upwards in featured snippets, those "position 0" results that announced above the rest of organic results.
An example of a featured snippet, appearing in "position 0" at the peak of a SERP.
There is no special code that you can add together to your folio to show up here, nor can you pay for this placement, but taking note of the query intent can assist you improve structure your content for featured snippets. For example, if you're trying to rank for "cake vs. pie," it might make sense to include a tabular array in your content, with the benefits of cake in i cavalcade and the benefits of pie in the other. Or if yous're trying to rank for "best restaurants to try in Portland," that could indicate Google wants a list, so formatting your content in bullets could help.
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Title tags
A folio's title tag is a descriptive, HTML element that specifies the title of a particular web folio. They are nested within the head tag of each page and expect similar this:
<head> <title>Example Title</title></head>
Each page on your website should have a unique, descriptive title tag. What you input into your title tag field volition show upwards here in search results, although in some cases Google may adjust how your title tag appears in search results.
It can too show up in web browsers…
Or when you share the link to your folio on certain external websites…
Your championship tag has a large role to play in people'south first impression of your website, and it'due south an incredibly effective tool for cartoon searchers to your folio over any other event on the SERP. The more than compelling your title tag, combined with high rankings in search results, the more visitors you'll attract to your website. This underscores that SEO is non only about search engines, just rather the unabridged user experience.
What makes an effective championship tag?
- Keyword usage: Having your target keyword in the championship can help both users and search engines understand what your page is about. Besides, the closer to the front of the title tag your keywords are, the more likely a user will be to read them (and hopefully click) and the more helpful they tin can exist for ranking.
- Length: On average, search engines display the first 50–lx characters (~512 pixels) of a title tag in search results. If your title tag exceeds the characters allowed on that SERP, an ellipsis "..." will announced where the championship was cut off. While sticking to 50–60 characters is prophylactic, never cede quality for strict character counts. If you tin can't become your title tag down to threescore characters without harming its readability, become longer (inside reason).
- Branding: At Moz, we beloved to end our championship tags with a make name mention because it promotes brand awareness and creates a higher click-through rate amid people who are familiar with Moz. Sometimes information technology makes sense to place your brand at the showtime of the title tag, such as on your homepage, but be mindful of what you're trying to rank for and identify those words closer toward the kickoff of your title tag.
Meta descriptions
Similar title tags, meta descriptions are HTML elements that describe the contents of the page that they're on. They are also nested in the head tag, and look similar this:
<head> <meta name="description" content="Description of page hither."/> </head>
What you input into the description field volition show up hither in search results:
Title tag tips for improve traffic
While there are no shortcuts in SEO, in that location are admittedly a ton of tips and tricks that can boost a page title'south clickability and attractiveness in the SERPs. Check out our Whiteboard Fri on the subject field!
For case, if y'all search "find backlinks," Google will provide this meta description as information technology deems it more relevant to the specific search:
While the actual meta description is:
This oftentimes helps to ameliorate your meta descriptions for unique searches. However, don't let this deter you lot from writing a default folio meta description — they're all the same extremely valuable.
What makes an constructive meta description?
The qualities that make an constructive title tag also apply to effective meta descriptions. Although Google says that meta descriptions are not a ranking factor, like title tags, they are incredibly of import for click-through rate.
- Relevance: Meta descriptions should be highly relevant to the content of your folio, and so information technology should summarize your key concept in some form. You should give the searcher enough information to know they've found a page relevant enough to answer their question, without giving away so much information that information technology eliminates the need to click through to your web page.
- Length: Search engines tend to truncate meta descriptions to around 155 characters. It's best to write meta descriptions between 150–300 characters in length. On some SERPs, you'll discover that Google gives much more real manor to the descriptions of some pages. This usually happens for spider web pages ranking correct beneath a featured snippet.
URL structure: Naming and organizing your pages
URL stands for Uniform Resource Locator. URLs are the locations or addresses for individual pieces of content on the web. Like title tags and meta descriptions, search engines display URLs on the SERPs, so URL naming and format tin can impact click-through rates. Not simply do searchers use them to brand decisions about which web pages to click on, but URLs are likewise used past search engines in evaluating and ranking pages.
Articulate page naming
Search engines require unique URLs for each folio on your website so they can display your pages in search results, but clear URL construction and naming is likewise helpful for people who are trying to empathise what a specific URL is about. For example, which URL is clearer?
example.com/desserts/chocolate-pie
or
example.com/asdf/453?=recipe-23432-1123
Searchers are more than likely to click on URLs that reinforce and clarify what information is independent on that folio, and less likely to click on URLs that misfile them.
The URL is a pocket-sized ranking bespeak, but you cannot await to rank on the basis of the words in your domain/page names alone (run into Google EMD update). When naming your pages or selecting a domain proper name, have your audience in heed first.
Page organization
If you hash out multiple topics on your website, you should also make sure to avoid nesting pages nether irrelevant folders. For example:
example.com/commercial-litigation/alimony
It would have been better for this fictional multi-practise police force firm website to nest alimony under "/family-law/" than to host it under the irrelevant "/commercial-litigation/" section of the website.
The folders in which you locate your content can besides ship signals about the type, not but the topic, of your content. For case, dated URLs tin indicate time-sensitive content. While appropriate for news-based websites, dated URLs for evergreen content can really plough searchers away because the information seems outdated. For example:
example.com/2015/april/what-is-seo/
vs.
example.com/what-is-seo/
Since the topic "What is SEO?" isn't confined to a specific date, it's all-time to host on a non-dated URL structure or else adventure your information appearing stale.
Every bit you can see, what you name your pages, and in what folders yous choose to organize your pages, is an important way to clarify the topic of your page to users and search engines.
URL length
While it is not necessary to have a completely apartment URL construction, many click-through rate studies bespeak that, when given the option between a URL and a shorter URL, searchers ofttimes adopt shorter URLs. Like championship tags and meta descriptions that are besides long, too-long URLs will too be cut off with an ellipsis. Just remember, having a descriptive URL is only as important, and then don't cutting downwardly on URL length if it means sacrificing the URL'southward descriptiveness.
example.com/services/plumbing/plumbing-repair/toilets/leaks/
vs.
example.com/plumbing-repair/toilets/
Minimizing length, both by including fewer words in your page names and removing unnecessary subfolders, makes your URLs easier to copy and paste, as well as more clickable.
Keywords in URL
If your page is targeting a specific term or phrase, make sure to include information technology in the URL. Still, don't go overboard by trying to stuff in multiple keywords for purely SEO purposes. It's also important to watch out for repeat keywords in dissimilar subfolders. For example, y'all may accept naturally incorporated a keyword into a page name, simply if located within other folders that are besides optimized with that keyword, the URL could brainstorm to announced keyword-stuffed.
Case:
case.com/seattle-dentist/dental-services/dental-crowns/
Keyword overuse in URLs can appear spammy and manipulative. If you aren't certain whether your keyword usage is too aggressive, just read your URL through the eyes of a searcher and ask, "Does this look natural? Would I click on this?"
Static URLs
The all-time URLs are those that can easily be read by humans, and then you should avoid the overuse of parameters, numbers, and symbols. Using technologies like mod_rewrite for Apache and ISAPI_rewrite for Microsoft, you can easily transform dynamic URLs like this:
http://moz.com/blog?id=123
into a more readable static version like this:
https://moz.com/google-algorithm-change
Hyphens for give-and-take separation
Non all web applications accurately interpret separators like underscores (_), plus signs (+), or spaces (%xx). Search engines too do not understand how to separate words in URLs when they run together without a separator (instance.com/optimizefeaturedsnippets/). Instead, use the hyphen character (-) to separate words in a URL.
Case sensitivity
Sites should avoid case sensitive URLs. Instead of example.com/desserts/Chocolate-Pie-Recipe it would exist better to apply example.com/desserts/chocolate-pie-recipe. If the site you're working on has lots of mixed-case URLs indexed, don't fret — your developers tin help. Enquire them nigh adding a rewrite formula to something known equally the .htaccess file to automatically make any upper-case letter URLs lowercase.
Geographic modifiers in URLs
Some local concern owners omit geographic terms that draw their physical location or service area because they believe that search engines can effigy this out on their own. On the contrary, it's vital that local concern websites' content, URLs, and other on-site assets make specific mention of city names, neighborhood names, and other regional descriptors. Let both consumers and search engines know exactly where y'all are and where you serve, rather than relying on your physical location alone.
Protocols: HTTP vs HTTPS
A protocol is that "http" or "https" preceding your domain name. Google recommends that all websites have a secure protocol (the "s" in "https" stands for "secure"). To ensure that your URLs are using the https:// protocol instead of http://, you must obtain an SSL (Secure Sockets Layer) certificate. SSL certificates are used to encrypt data. They ensure that any data passed between the web server and browser of the searcher remains private. Equally of July 2018, Google Chrome displays "not secure" for all HTTP sites, which could cause these sites to appear untrustworthy to visitors and event in them leaving the site.
Effort HTTP/2 for improved efficiency
HTTP/2 is an improvement to the traditional HTTP network protocol and makes sending your resources from your server to your browser more efficient. This update improves the "fetch and load" part of your disquisitional rendering path (discussed more at length in Chapter 5), helps increase the security of your website, and can aid improve performance. You must be on HTTPS to migrate to HTTP/2.
If y'all've made it this far, congratulations on surpassing the halfway point of the Beginner's Guide to SEO! And so far, we've learned how search engines crawl, index, and rank content, how to find keyword opportunities to target, and now, you know the on-page SEO strategies that can aid your pages get found. Side by side, buckle upwards, considering we'll be diving into the exciting world of technical SEO in Chapter 5!
Written past Britney Muller and the Moz staff.
Source: https://moz.com/beginners-guide-to-seo/on-page-seo
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