Google SEO (Search Engine Optimisation)

Google SEO on page:

To appear high in Google search list results, Google needs to index your pages correctly by understanding what your pages are about and the only way to achieve this is by reading the text copy in your pages, so pages with no text or few text will not be indexed correctly by Google. Images cannot be indexed but the text in the image file name, in images alternative text (HTML alt tag) and in image captions can be indexed

You need to repeat all of these techniques for each page, being the most important one the home page:

Keywords

  • Choose some Theme Keywords (generic and high competitive words that define your business)
  • Choose some Niche Keywords (specific and less competitive words that define what you offer and that differentiate your business from your competitors). The location of your business and positive words can be niche keywords

Search Phrases

  • Think of Search Phrases that are most likely to be used by people to find your page. Use some Theme keywords and at least one Niche keyword
  • When choosing your Search Phrases use Synonymous keywords, Low competition keywords, Long Tail keywords (use Google suggestions and predictions), Positive keywords, Location keywords and use Search Phrases that answer possible Questions
  • Each web page should focus on targeting one Main Search Phrase, so choose the most important search phrase for your page

Page Content

Write your content copy naturally (easy human readable), write quality content, relevant, original and fresh (update it regularly). Do not copy text from other sources as Google penalises for this practice, and own the text copyright. Each page needs its own different information, different from other pages. Each page needs a good amount of text, the recommended is around 500 words per page

Put your Main Search Phrase and, where possible, use other search phrases and keywords on your page contents in:

  • In your page title which uses the HTML tag <h1>, and use only one <h1> per page
  • In your text copy, specially on the first paragraph of the page
  • In you main CTA button (Click To Action button) after the first paragraph
  • In other headings from <h2> in consecutive order of headings
  • In link texts (do no use “click here” as this does not add any SEO meaning)
  • In image file name. Use only these characters: lowercase alphabetic, numbers and no spaces use hyphen (-) instead
  • In Image HTML alt tags
  • In Image captions if you use them
  • In the URL of the page
  • In the domain name (if possible) use the main search phrase of the home page

Hidden Information

Ask your developer to put your Main Search Phrase and other search phrases and keywords in the hidden Meta Information:

  • Meta title: Separated list of words using your search phrases. Up to 65 characters long including spaces
  • Meta description: A Paragraph using the search phrases. Up to 160 characters long including spaces

Use your Search Phrases also in your:

  • Microdata Schema.org (for Business, Location, Services/Products)
  • And in your Social media tags

Google SEO off Page

Finally do not forget another very important part of SEO, called SEO off Page which basically consists in connecting to external websites related to your business by:

  • Getting links to your website from websites related to your business (Inbound links)
  • Link your website to websites related to your business (Outbound links)
  • Exchange links with a website by providing an Outbound link and getting an Inbound link (Backlink)
  • When you exchange links, think that quality is better than quantity
  • Use relevant text in your external links (do not use “click here”)

To do this, search for websites related to your business, like:

  • Work colleagues that share the theme of your business
  • Providers of your products or services
  • Brands that offer products or services of use to your customers
  • Get listed in specialist online directories related to your business, also use generic directories and local directories
  • Get links from blog articles, educational and government websites and non-profit (.org .edu) websites when possible
  • Get listed in Dmoz
  • Get Google reviews
  • Look at your competitors and see their SEO off page strategy

SEO Link Juice

SEO Link Juice is a value (or vote) passed through hyperlinks from one web page to another, showing that your page is valuable and worth promoting.

  • You get SEO Link Juice from inbound links that do not have the “nofollow” HTML tag
  • You give your SEO Link Juice from outbound links when you do not use the “nofollow” HTML tag

Social Media

  • Social Follow: Link your website to all of your social media profiles
  • Social Share: Enable sharing your pages by others in their social media profiles > Use Social media tags
  • Social Backlink: Link from your social media profiles to your website

Google Services

Connect your website to the Google free services:

  • Search Console: Submit website, Verifify ownership, Upload sitemap, Test robots, Location…
  • Analytics: Add tracking code, Test real-time, Link with Search Console…
  • My Business: Knowledge panel, Images, Posts, Reviews…
  • Reviews: Show reviews in your website, Ask for reviews in your website

Performance speed (also affects SEO)

  • Reduce the total file size that your pages need to download
  • Reduce the number of requests
  • Check your images file size, pixel dimensions, format and compression
  • Reduce your plugins
  • Reduce the First byte response
  • Avoid Redirects
  • Use Gzip Compression
  • Avoid Render Blocking
  • Check that your www and non-www website resolve to the same URL
  • Add Server caching and Browser caching

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