On-Page SEO is the cornerstone of any successful digital marketing strategy. Whether you’re an established business or a newcomer, optimising the individual elements of your website is crucial for achieving higher rankings and driving organic traffic. But what exactly is On-Page SEO, and why does it matter? keep reading because we’re about to dive deep into the strategies and techniques that will transform your website’s performance.

Table of Contents:

• Chapter 1: What is On-Page SEO?
• Chapter 2: SEO Content Optimisation
• Chapter 3: Headlines and Metadata
• Chapter 4: Internal Linking and Structure
• Chapter 5: Conversion and User Engagement
• Chapter 6: Content Maintenance and Revamps
• Chapter 7: Content Marketing and Strategy
• Chapter 8: Advanced Content Techniques
• Chapter 9: Keyword and Duplicate Content
• Chapter 10: Content Writing Skills and Tips
• Chapter 11: Content Tools and Resources

Chapter 1: What is On-Page SEO?

On-Page SEO refers to the practice of optimising individual web pages in order to rank higher and earn more relevant traffic in search engines. Unlike Off-Page SEO, which focuses on external factors like backlinks, On-Page SEO involves everything that you can control within your website itself. It’s about fine-tuning the content, structure, and HTML elements on each page to ensure that search engines can easily understand and index your content.

The benefits of On-Page SEO are undeniable. By optimising your pages effectively, you enhance the user experience, boost your rankings on search engine result pages (SERPs), and ultimately drive more traffic to your website. A well-optimised page not only attracts search engines but also increases the likelihood of conversion, whether it’s driving sales, generating leads, or encouraging user engagement.

Key elements of On-Page SEO include:

• Title Tags: The first impression search engines and users get of your page. A compelling, keyword-rich title tag can improve CTR and search rankings.
• Meta Descriptions: Though not a direct ranking factor, an enticing meta description can boost your click-through rate by giving users a reason to click on your link.
• Headings and Subheadings: Organising content with clear headings makes it easier for both search engines and users to navigate your page. (H1, H2s, H3s, H4s, H5s, H6s)
• URL Structure: A clean, descriptive URL can help search engines understand the context of the page while also being user-friendly.
• Internal Links: Linking to other relevant pages within your site helps with site structure and encourages visitors to explore more content.
• Content Quality: The heart of On-Page SEO—content must be informative, engaging, and optimised for both users and search engines.

Mastering On-Page SEO is a continuous process, but by focusing on these elements, you ensure your pages are well-equipped to rank and convert. Let’s explore each of these elements in more detail as we move forward, setting the foundation for your SEO success.

On-Page SEO vs. Off-Page SEO

While both On-Page SEO and Off-Page SEO are integral to the success of your website’s search engine rankings, they focus on different aspects of optimisation. Understanding the core differences and how they work together is crucial for developing a balanced and effective SEO strategy.

On-Page SEO:

Refers to everything that you can control directly on your website. This includes optimising elements like content, HTML source code, images, and internal links. On-Page SEO focuses on making your pages more relevant, accessible, and user-friendly to both search engines and visitors. Key aspects of On-Page SEO include crafting valuable content, optimising title tags, structuring content with headings, using keywords strategically, and ensuring fast page load times. Essentially, On-Page SEO is about fine-tuning the internal components of your site to ensure it ranks well and provides an optimal user experience.

Off-Page SEO:

Is all about actions taken outside of your website that influence your rankings. The primary focus of Off-Page SEO is building your site’s authority through backlinks from other reputable sites, social signals, brand mentions, and even user reviews. Off-Page SEO is like building your site’s reputation—when other authoritative websites link to your content, search engines view it as a vote of confidence, boosting your domain’s credibility and ultimately your rankings.

While these two strategies differ in focus, they complement each other. A website that’s well-optimised on-page provides a solid foundation for Off-Page SEO efforts. If you’re earning backlinks to a page with poorly optimised content or slow load times, those external signals won’t be as effective. Conversely, no amount of on-page optimisation will make up for a lack of backlinks or brand authority in highly competitive markets.

Why On-Page SEO Matters

On-Page SEO is the foundation of any successful digital strategy because it directly impacts your website’s ability to rank, deliver a positive user experience, and build site authority.

Impact on Rankings: 

Search engines like Google use On-Page SEO signals to determine how relevant and valuable a page is in relation to specific search queries. Well-optimised content, structured correctly with the right keywords, makes it easier for search engines to crawl, index, and rank your page higher in search results.

User Experience:

Good On-Page SEO isn’t just about pleasing search engines—it’s about giving your users a seamless, engaging experience. Optimising elements such as page speed, mobile responsiveness, clear navigation, and compelling content helps keep visitors on your site longer and encourages them to take desired actions, like making a purchase or filling out a form.

Site Authority:

Strong On-Page SEO lays the groundwork for building your site’s authority. Well-crafted, informative, and well-optimised content attracts external links and social signals, which further establish your site as a credible source of information. This, in turn, improves your authority in your niche and boosts your rankings.

Related Blogs:

• Beginner SEO Tips
• Advanced On-Page SEO Techniques

Chapter 2: SEO Content Optimisation

Effective On-Page SEO is crafting content that is not only unique but also value-driven. High-quality, original content serves both the search engine algorithms and the user’s needs. Search engines like Google are increasingly prioritising content that provides genuine value to users, addressing their search queries in a thorough and helpful way. By focusing on providing well-researched, insightful, and relevant content, you establish authority in your niche, encourage longer on-page time, and reduce bounce rates—all signals that improve SEO performance.

Crafting Unique, Value-Driven Content

To rank well, your content must resonate with the user intent behind a search query. This means understanding why users are searching and what information they are hoping to find. Crafting content that directly answers their questions, solves their problems, or provides actionable insights ensures you’re fulfilling their needs, which is key to earning better rankings and enhancing user engagement.

Targeting Search Intent:

When creating content, always begin by considering the search intent of your target audience. There are three primary types of search intent: navigational (users seeking a specific website), informational (users looking for knowledge or answers), and transactional (users ready to make a purchase). By aligning your content with these intents, you increase the likelihood of your page being viewed as highly relevant by search engines, thus improving your chances of ranking higher. For example, if your audience is searching for how-to guides, your content should provide clear, step-by-step instructions. If they’re looking to compare products, your content should offer comparison charts and analysis.

Keyword Optimisation for Content:

Strategically choosing a primary keyword and placing the target keyword throughout your content is essential for both user experience and SEO. However, it’s important not to overstuff keywords. Instead, use them naturally within your content—especially in the first 100 words—to signal to search engines what your page is about. Additionally, incorporate variations and semantically related terms to capture a broader range of search queries. For a deeper dive into optimising your copy, refer to our SEO Content Checklist for a step-by-step guide on content optimisation. Let’s not forget, in order to find these relevant keywords, one must first conduct lots of keyword research to find the best but attainable opportunities.

Satisfying Content Uniqueness:

To maintain a competitive edge, avoiding duplicate content is non-negotiable. Duplicate content can confuse search engines and result in penalties, impacting your site’s ability to rank. By focusing on originality and offering unique insights or perspectives, you make your content more valuable not only to search engines but also to users. The goal is to keep your content engaging, relevant, and valuable to your audience, ensuring it stands out from competitors. If you need tips, check out our SEO-Friendly Copy guide to learn how to optimise content without sacrificing quality.

Related Articles

• How to Improve CTR in Google Search
• Click Through Rate Analysis

Chapter 3: Headlines and Metadata

Keyword Rich Title Tags

A well-optimised title tag is a powerful way to capture attention in search results. Your title tag should be compelling, concise, and naturally include target keywords to signal relevance to search engines. Adding an emotional appeal—such as using persuasive language or addressing specific pain points—can increase click-through rates (CTR), drawing users to your content over competing results. Remember, an effective title tag also needs to follow best practices for formatting, length, and keyword placement. For more on crafting optimal title tags, see our guides on H1 Tag Best Practice, How to Make a Good Headline, Headline Performance & Headlines That Work.

Writing Meta Descriptions

A great meta description acts as a mini ad for your content, enticing users to click through to your site. To write a compelling meta description, focus on clarity, relevance, and action. Keep it under 160 characters, use keywords naturally, and give users a clear idea of what they’ll gain from visiting your page. Including a call to action (like “Learn More” or “Get Started”) can also help increase engagement. For more guidance on optimising these snippets, see our Meta Description Best Practices guide.

Using “Question Title Tags” and Year-Based Titles

Using question-style title tags can significantly boost CTR, especially when users are searching for specific answers. Phrasing your titles as questions (e.g., “How Does On-Page SEO Work?”) can align with users’ search intent, making it more likely that they’ll click on your link. Similarly, adding the current year to titles, where relevant, signals that your content is up-to-date, which can make it more appealing to users. Check out our guide on [How to Make a Good Headline] for more insights into headline crafting and performance.

Schema for Enhanced Metadata

Schema markup, particularly FAQ and review schema, can give your content a competitive edge in search results by adding rich data elements. FAQ schema helps structure common questions and answers on your page, potentially qualifying your page for a featured snippet, while review schema can display star ratings in SERPs, boosting visibility and user trust. By integrating schema effectively, you can make your search listings more informative and appealing, increasing CTR and helping your content stand out.

Optimising your title tags, meta descriptions, and schema not only enhances your CTR but also improves your page’s relevance and user appeal, making it a crucial step in successful on-page SEO.

Chapter 4: Internal Linking and Structure

Building Effective Internal Links

Creating effective internal links improves both SEO and user experience by forming a logical, easy-to-navigate structure across your site. By linking to relevant pages, you help search engines understand your topic clusters and the relationships between pages, boosting overall content visibility. Strategic internal linking also keeps visitors engaged, allowing them to explore more of your content, which improves dwell time and reduces bounce rates. For more guidance, explore our resources on Internal Linking Best Practices and Creating Internal Links.

URL Optimisation

A well-optimised URL is brief, keyword-rich, and descriptive, making it user-friendly and helping search engines identify page topics. Using concise, descriptive URLs without unnecessary words, and separating words with hyphens, improves readability and relevance in search results. For more insights, check our guide on Anchor Text Best Practices and how they can complement URL structure in SEO.

External Linking to Authority Sources

External Links to credible sources within your content signals to users and search engines that your page is trustworthy and well-researched. This not only boosts your content’s authority but also enhances the user experience by connecting them to valuable, relevant information. For a deeper dive into optimising your outbound links, see What Is Anchor Text in SEO and our guide on Importance of Internal Links, which complements both internal and external linking strategies.

Chapter 5: Conversion and User Engagement

On-Page UX Signals

Ensuring that crucial information appears above the fold keeps users engaged from the start, making it clear what value your page offers. Adding visually engaging elements, like images or calls-to-action, creates a stronger first impression and encourages visitors to stay. For more insights, see Landing Page That Converts and How to Optimise Landing Page for SEO.

Encouraging Engagement and Community Interaction

Allowing comments and sharing testimonials or reviews can build social proof and create a sense of community around your content. Encouraging user interaction fosters loyalty, signals active engagement to search engines, and can help drive further traffic through shared discussions.

Improving Readability and Chunking Content

Breaking down content with clear headings and subheadings improves readability and helps readers quickly find relevant information. For instance there should only be one H1 per page, and the headings and subheadings shoul then flow (or waterfall) down, H2s, H3s, H4s). Structured content also makes it easier for search engines to crawl and index your page, which is essential for SEO. For more tips, explore Write Better Headlines and How to Increase Blog Traffic.

Extended Reading:

• How to Engage Readers

Chapter 6: Content Maintenance and Revamps

Regular Content Updates

Regularly updating content ensures accuracy and relevance, which helps maintain trust with readers and signals to search engines that your site offers timely information. Keeping content fresh can also improve search rankings and user engagement over time.

Content Revamps and Optimisation

Revamping older content is key to sustaining its performance. Use analytics to spot outdated or low-performing pages, then enhance them by adding current data, updating keywords, and refining readability. This boosts content relevance and ranking potential.

Extended Reading:

• Content Revamp
• Update Old Blog Posts
• Updating Old Blog Posts SEO
• How to Fix Stagnated Content
• Should You Delete Old Blog Posts

Monitoring and Measuring Content Performance

Tracking metrics like traffic, bounce rates, and engagement helps you understand what resonates with readers and where improvements are needed. By analysing performance data, you can make informed updates that keep your content aligned with user interests and SEO goals.

Chapter 7: Content Marketing and Strategy

Developing a Content Strategy for SEO

Creating an SEO-focused content strategy ensures your efforts serve not only search visibility but also broader marketing goals. A well-aligned strategy integrates keyword targeting with brand messaging to drive sustainable traffic and audience growth. For more tips, see Content Marketing Strategy Tips and Content Marketing Metrics.

Keyword and Content Planning

Effective keyword planning allows you to identify high-impact topics and seasonal trends that resonate with your audience. This approach helps prioritise content that meets user intent and stays relevant across changing interests, boosting both SEO and engagement.

Creating Valuable, Evergreen Content

Evergreen content consistently attracts traffic long after publication. By focusing on topics with enduring relevance, you create resources that build authority and attract organic visits over time, forming the backbone of a successful content strategy.

Extended Reading:

• International Content Marketing
• Common Content Marketing Mistakes
• How to Measure Content Marketing ROI
• Why Content Marketing Fails
• Content Marketing Pillars

Chapter 8: Advanced Content Techniques

Optimising for Featured Snippets and Rich Results

To capture featured snippets, structure content using clear headings, lists, tables, and concise Q&A formats. This organisation helps search engines easily pull key information, boosting your visibility in search results.

Voice Search SEO

Voice search requires a focus on conversational, question-based keywords. Using phrases that reflect how people speak, such as “how to” and “where to find,” helps your content appear in voice search results, expanding its reach.

Adding Schema Markup

Adding schema markup like FAQ, product, and review schema makes your content eligible for rich results, such as star ratings and FAQs in search results. This added visibility can increase click-through rates and attract more qualified traffic.

Read more:

• Gated Content
• Evergreen Content
• Personalised Content
• Repurpose Blog Content

Chapter 9: Keyword and Duplicate Content

Avoiding Duplicate Content

Duplicate content can dilute SEO value and confuse search engines. Regularly audit your site to identify duplicates, using canonical tags or redirects where needed to ensure unique, focused content.

Balancing Keyword Frequency

For effective SEO, keywords should flow naturally within the content. Avoid keyword stuffing by focusing on readability and relevance, using keywords where they enhance the content organically.

Read more:

• Dates in Title Tags
• What Is Duplicate Content
• How Much Duplicate Content Is Acceptable

Chapter 10: Content Writing Skills and Tips

Crafting Engaging, Readable Content

Creating content that balances SEO with readability keeps users engaged and enhances ranking potential. Write in a clear, conversational style, and use short sentences, bullet points, and varied vocabulary to make content easy to digest for both readers and search engines.

Improving Content Flow and Structure

A logical structure keeps readers engaged and helps guide them through your message. Start with a compelling introduction that captures interest, break down information with headings, and close with clear calls to action that encourage further engagement or conversion. This structure supports SEO while enhancing the reader experience.

Read more!

• Content Creation Skills
• Content Writing Tips
• PPC Copywriting
• High Quality Website

Chapter 11: Content Tools and Resources

SEO Content Tools

A range of SEO content tools can enhance your content’s effectiveness, from keyword research platforms to optimisation and analytics tools. Using Content Marketing Tools and Audience Research Tools helps streamline SEO processes, allowing you to create targeted, high-impact content and monitor its performance.

Writing and Editing Resources

Effective writing tools, such as readability checkers and proofreading resources, ensure your content is polished and accessible. Helpful Chrome Extensions for Bloggers can also assist in grammar, style, and readability, enhancing both user experience and SEO.

Analytics and Monitoring Tools

To assess and refine your SEO, analytics and monitoring tools are essential. These resources allow you to track user engagement, page performance, and on-page SEO impact, offering insights that guide future content decisions and improvements.

Conclusion

In summary, on-page SEO is a crucial aspect of digital marketing that focuses on optimising individual web pages to enhance visibility and engagement. By implementing key strategies—such as crafting high-quality content, optimising title tags and meta descriptions, building a strong internal linking structure, and maintaining an excellent user experience—you can improve both search engine rankings and user satisfaction.

It’s important to take a balanced approach, ensuring that both technical and content-focused elements of SEO work in harmony. While optimising for search engines is essential, prioritising user intent and providing valuable, accessible content should always remain at the forefront of your strategy. By consistently applying on-page SEO best practices and monitoring their performance, you set the stage for long-term online success.

If you need help with your on-page SEO, make sure to reach out!

The post On-Page SEO Guide appeared first on Improve My Search Ranking.

But with Google’s ever-evolving search algorithms, is this method of title tag optimisation even relevant anymore? In this article, we find out what H1s and title tags actually mean, explore how Google uses them, and see what the search engine giant itself has to say about this SEO mystery

What is a title tag?

The title tag, nestled within the <head> section of your web page’s code, is like a billboard for your content. It’s the concise description that appears in search engine results pages (SERPs) when someone searches for a term related to your web page’s topic. Think of it as a first impression, a quick and informative blurb that entices users to click and explore further.

What is an H1?

The H1 tag, the largest heading on your webpage, acts as a headline. It introduces the main topic of your content and gives visitors a clear idea of what they’re about to read.

Unlike the title tag, the H1 tag isn’t directly visible in SERPs, but it plays a crucial role in structuring your webpage and making it easier for users to navigate.

How does Google use H1s and title tags?

Google uses both H1s and title tags to understand the content of your webpage and determine its relevance to search queries. They also play a role in crafting the title link – the clickable text displayed in SERPs that users see before clicking through to your page.

Here’s the interesting part: Google doesn’t necessarily prioritise matching the title tag with the H1 tag.

Twenty years ago, keyword-stuffed title tags were the norm, but with advancements in natural language processing (NLP) and machine learning, Google can now grasp the meaning and context of your content without needing an exact keyword match.

Is it important for H1 and title tags to match for title tag optimisation?

According to Google’s Gary Illyes, the answer is a resounding no.

In a Google Office Hours podcast, Illyes stated that you should prioritise user experience: “No, just do whatever makes sense from a user’s perspective.”

This makes perfect sense.

While keyword relevance is still important, cramming your H1 and title tag with the same keywords can sound unnatural and off-putting to users. The goal is to create clear, concise, and informative descriptions that accurately reflect your content and entice users to click.

Here’s a breakdown of how Google uses H1s and title tags, and why you shouldn’t get hung up on an exact match:

• Title Tags: Google prefers titles that are descriptive and concise, accurately reflecting the content of your webpage. Keywords are still valuable, but prioritise user clarity over stuffing keywords
• H1 Tags: The H1 tag is your chance to jump a bit deeper than the title tag. Think of it as a more specific introduction to your content.
• Title Links: Google prioritises using the title tag for the title link displayed in SERPs. However, if the title tag isn’t descriptive enough, Google might use the H1 tag or even pull content from elsewhere on your page to create a better title link.

Conclusion

The age-old question of matching H1s and title tags can finally be put to rest. While both elements remain crucial for SEO, Google prioritises user experience and content clarity over an exact match. Understanding how Google utilises H1s and title tags empowers you to craft a winning strategy that benefits both search engines and users.

The key lies in prioritising the user. Write clear, concise, and informative H1s and title tags that accurately reflect your content and grab user attention. Keyword relevance is important, but prioritise natural language over keyword stuffing.

View your H1 and title tag as complementary pieces, not identical twins. The title tag offers a general overview, while the H1 delves a little deeper into the specific content of your webpage.

Finally, prioritise your title tag (but have a backup plan). Google prefers to use the title tag for the title link displayed in SERPs. However, if your title tag isn’t descriptive enough, Google might use the H1 tag or even pull content from elsewhere on your page. Ensure both your title tag and H1 are clear and informative.

Remember, the ultimate goal is to provide valuable content that keeps users engaged and coming back for more. By following these principles and prioritising user intent, you can create a user-friendly and SEO-friendly experience that lets your fantastic content shine.

The post The great H1 vs. Title tag debate: Does Google even care? appeared first on Improve My Search Ranking.

But a recent Google podcast, “Search Off the Record,” throws a curveball, revealing a more nuanced relationship between CWV and search success.

Obsessed with scores? Google puts focus on the real user experience

The podcast features Google’s Rick Viscomi and Lizzi Sassman, who downplay the fixation on achieving flawless CWV scores. They champion a more user-centric approach, emphasizing the importance of actual user experience.

Lizzi even hilariously admits that Google’s own documentation on Page Experience only scored a middling 45 out of 100 on CWV metrics!

Rick echoes this sentiment, reminding us that real-world user experience trumps those scores.

“I think this is such a common cause of confusion because developers see one single number, and it’s red.

It’s scary. Do I need to panic?

I get this question all the time, and I say, ‘What really matters is what your real users are experiencing,’” explains Rick Viscomi.

A red score on a CWV test might be alarming, but what are your visitors actually experiencing? Is your website slow to load, full of clunky animations, or constantly rearranging elements as they scroll? Those are the real issues to address.

Incremental CWV improvements? Don’t expect ranking fireworks

Here’s where things get truly interesting. John Mueller, another Google guru, confirms that CWV is indeed a ranking factor. However, he throws a plot twist –minor improvements in CWV scores likely won’t cause a significant jump in search rankings.

“I think a big issue is also that site owners sometimes over-fixate on the metrics themselves… And then they spend months of time kind of working on this. And they see this as they’re doing something for their Search rankings. And probably a lot of those incremental changes are not really visible in Search,” says Rick.

Think of CWV as a single ingredient in a complex ranking recipe.

Google keeps the exact recipe under wraps (those coveted SEO details they refuse to divulge!), so fixating solely on perfect CWV scores misses the bigger picture. It might make your website technically sound, but it won’t necessarily make it stand out in the content jungle.

Speed is essential, but content remains king (for rankings)

In an interesting turn of the podcast discussion, Rick emphasizes the importance of overall website performance as a rising tide that lifts all boats. A fast-loading, well-optimized website creates a positive experience for everyone.

But when it comes to ranking high in search results, Lizzi suggests focusing on content quality. A website with lightning-fast speed but terrible, uninformative content won’t win the ranking race.

She says, “Yeah focusing on that and then still having like a terrible article like the words on the page are not good or the design is not good and you made it really fast. Okay. Is that really going to make an improvement for your users or for search?”

Google, and ultimately, your users, crave valuable, engaging content that solves their problems or answers their questions.

The two-tiered approach: A user-centric & content-driven SEO strategy

So, here’s the key takeaway: Optimize your CWV for a smooth user experience. It’s good practice! A fast-loading, stable website with clear navigation keeps visitors happy and engaged.

However, don’t chase those perfect scores expecting instant ranking dominance.

For that, invest in creating high-quality content that Google and users will love. Provide insightful information, address user needs, and establish yourself as an authority in your niche.

Conclusion

This Google podcast sheds light on the nuanced relationship between CWV and search rankings. It’s a reminder to prioritize user experience and content quality for true SEO success.

By focusing on both, you create a website that not only ranks well but also keeps visitors coming back for more.

You can check out the podcast episode and the full discussion here:

https://youtu.be/QdcKuo-N3kU

The post Google says Core Web Vitals matter, but not for the reason you think appeared first on Improve My Search Ranking.

Here are 6 SEO audit tools you can use and some tips on how to use each of them.

1. SEMRush

SEMRush is one of the most popular tools among search engine optimisation professionals. It offers a full suite of features that SEOs need for an SEO audit, from keyword research to site audit to content optimization.

With SEMRush, you can:

• Do keyword research during SEO audits and find new opportunities.
• Analyze competitors to identify the keywords they target, the pages they drive traffic to, and their traffic-generation methods.
• Identify your top- and worst-performing web pages.
• Conduct a detailed site audit to identify on-page, off-page, and technical SEO issues on your website.

Alternative: You can also achieve similar results with SpyFu and ScreamingFrog. But we recommend SEMRush for its ease of use.

2. Ahrefs

Ahrefs is another very popular tool and is an excellent alternative to SEMRush.

Ahrefs and SEMRush share most of the features, albeit under different proprietary names, of course. Many SEOs prefer Ahrefs for off-page SEO as their backlink profile analyzer seems more robust and detailed than SEMRush.

If you don’t have a SEMRush subscription, you can easily use Ahrefs to achieve the same results. Ahrefs also offers a limited free trial that is usually enough to perform a site audit and identify the biggest issues on your website.

Alternative: Moz and Mangools are other similar software that you can use instead of Ahrefs.

3. Yoast SEO

Yoast SEO is a WordPress plugin that mainly helps you with on-page optimisation. With Yoast SEO, you can:

• Easily update keyword-rich meta titles and meta descriptions to your web page
• Add a focus keyword and see how well a page is optimised for that focus keyword
• Quickly identify missing alt text on a web page
• Define canonical URLs
• Create and manage temporary and permanent redirects
• Monitor keyword density on a web page
• Optimise on-page heading tags to make them more keyword rich
• Clean up permalinks
• Check the readability of the contents of your web page. Yoast SEO uses the famous Flesch-Kincaid readability test to analyse how easy to read your content is, assigns a score, and shares actionable tips on how to improve it.

During your SEO audit, you will need to take action to fix various on-page SEO issues. The Yoast SEO plugin can be extremely helpful in that case.

Alternative: All in One SEO is an excellent alternative to the Yoast SEO plugin.

4. Google Search Console

Google Search Console is arguably the most powerful tool when it comes to performing SEO audits.

With Google Search Console, you can do the following things during an SEO audit:

• Identify the pages that get the most organic traffic
• Identify the search queries that drive the most organic traffic to your pages
• Identify crawlability and indexing issues
• Identify issues related to core web vitals
• Identify issues with page experience and mobile usability
• Monitor any manual actions and penalties given by Google
• Check and submit a sitemap to Google

5. Google PageSpeed Insights

When you are performing an SEO audit, keep a close eye on how fast your website loads. You can check your website’s loading speed with Google PageSpeed Insights.

This free tool by Google not just tells you how fast your web page loads but it also generates a report that contains actionable insights for fixing issues that are slowing down your site.

In addition to website speed, you should also use Google PageSpeed Insights to see how well your website performs in terms of Core Web Vitals.

Alternatives: GTMetrix and Pingdom are two other popular tools that help you measure how your site performs. They use slightly different methods to measure a page’s performance, so we recommend using all three tools when performing an SEO audit to get the most comprehensive data.

6. SERP Snippet Optimization Tool

Some of the most common issues found during an SEO audit are meta titles and meta descriptions. While tools like SEMRush and Ahrefs will help you identify which pages have these issues — and whether you need to shorten or lengthen titles — they won’t help you write them.

For that, you need a tool that can help you visualize what a page’s meta title and description would look like.

For that, you can use a free tool like our Google Snippet Optimiser.

It’s important because, contrary to common belief, meta titles and meta descriptions do not have a word count limit; they have a pixel limit. So, even a 50-character meta title can be truncated by Google, while a 70-character meta title appears perfectly fine.

Conclusion

SEO audits can be overwhelming and complicated, but they can be made easier with the right tools.

Let us know if we missed any of your favorite SEO audit tools.

And if you need help with an SEO audit of your local business website, give us a call. We can help pinpoint what’s wrong with your website and any growth opportunities we find.

The post 6 SEO audit tools (and how to use them) appeared first on Improve My Search Ranking.

However, Google still recommends “always try to fix internal links.”

This recommendation goes against the advice that Google’s Gary Illyes shared in 2015 when Gary Illyes said that if the redirects are properly implemented, replacing internal links with the correct HTTPS versions is “not worth it.”

Google’s John Mueller recently said it is “always” worth doing.

“I’d always try to fix internal links. It just makes things cleaner and is under your own control. I doubt it would have any visible effect, though.”

Benefits of removing redirect chains

It’s true that removing the redirect chains won’t have any noticeable visible effect, but it can help improve web page performance and your site’s overall performance in search rankings.

First, removing redirects means visitors can get to the web page faster — which is good for the user experience.

Second, search engines have a limited crawl budget, and every redirect counts as a page crawled against that crawl budget. If you have a massive website with lots of web pages, the crawl budget may get exhausted before Google has crawled and indexed all the pages on your site. That can have a  direct negative effect on your website’s performance in search.

Third, you cannot rely on redirects indefinitely. Things can go wrong, and links may break. It is always a good idea to keep your website clean and links straightforward without relying on redirect chains and hoops.

Replacing HTTP internal links with HTTPS versions

If you only have a few redirect chains, you can replace the HTTP internal links with HTTPS versions one by one. However, if you have lots of links, you might want to use a plugin, such as Better Search Replace, to replace internal links in bulk.

There is always a risk of something breaking when you are using a plugin or making changes in bulk. Therefore, we recommend saving a backup that you can revert to in case something goes wrong.

The post Google recommends replacing HTTP internal links with HTTPS versions appeared first on Improve My Search Ranking.

However, is that advice still valid? More specifically, do meta descriptions still affect search engine rankings?

There has always been some debate around this topic.  Modern-day SEOs have believed that meta descriptions no longer matter as a search engine ranking factor. On the other hand, traditional SEO professionals still believe that meta descriptions can affect search engine rankings as they provide an opportunity to include primary and semantically related keywords.

Google’s John Mueller recently clarified how meta descriptions work, and the answer lies somewhere in between.

How does Google use meta descriptions?

According to Google’s documentation, meta descriptions are used for generating search results snippets.

But what purpose does it serve?

The primary purpose of a meta description is to communicate to search engine users what a web page is about, so they have a fair bit of idea of what to expect if they click on a search result and land on that website.

Simply put, it is supposed to be a brief “description” of a web page.

Google also says that there is no limit on how long a meta description can be, but there is a limit — based on the user’s device and browser — on many characters Google would show on the SERPs.

Last but not least, Google advises that each page should have a unique meta description. Duplicate meta descriptions may hurt your website’s search engine rankings.

Does Google use meta descriptions for search engine rankings?

During a recent session of Google Search Central SEO Office Hours, one person asked if adding the location name in the meta description would help search engine rankings.

“Does adding the location name in the meta description matter to Google in terms of ranking if the content quality is maintained?”

Google’s John Mueller responded by saying, “The meta description is primarily used as a snippet in the search results page. And that’s not something that we would use for ranking.”

However, John further elaborated that a well-thought-out meta description can help with organic click-through rates.

“But, obviously, having a good snippet on a search results page can make it more interesting for people to actually visit your page when they see your page ranking in the search results.”

Meta description tips for local businesses

For local businesses who want to follow the best SEO practices, we recommend the following tips:

1. Make sure that each web page has a meta description.
2. Make sure that each meta description is unique and that there is no duplicate content.
3. Make sure that the main focus of the meta description is on accurately describing the web page — not on keywords.
4. Try to make that meta description engaging and inviting. The goal is to accurately describe the page and encourage more people to click on the search result to drive traffic.

You can watch John Mueller’s answer in this time-stamped video.

The post Google explains if meta descriptions still affect search rankings appeared first on Improve My Search Ranking.

This leads to a question: does this length of the page actually matter, and can it affect the search engine rankings of a page?

This exact question was recently asked by a person in a recent Google SEO Office Hours Hangout.

“Is that a really good factor of ranking, that the title (length) should be like something with the limitation?”

The person who asked this question worked in a news organization. Because of the nature of news articles, most of the pages had titles longer than the typical 55-65 character limit. His suggestions to shorten the page title’s length weren’t always liked by the newsroom management.

“They were very upset about that because …news should be like a long title and a good title.”

Google’s John Mueller answered the question by confirming that the length of the page title is not a ranking factor.

“No, no. The length doesn’t matter.

If we show something shorter or if we show something slightly different, that’s just kind of how we display it in the search results, it doesn’t mean the ranking changes,” said John Mueller.

John followed it up with further explanation:

“So, I think, kind of picking a number from your side and saying on mobile like this much room is available so as an editorial guideline — we’ll say 65 or whatever you want to choose.

That’s perfectly fine.

From Google, from the search quality [and] the ranking side, we don’t have any guideline that says it [page title] should be this long.”

Google’s recommendations

According to Google’s recommendations regarding title tag best practices:

“Title links are critical to giving users a quick insight into the content of a result and why it’s relevant to their query.”

How to write effective page titles

While the length of the page title is not a search engine ranking factor, it is a good idea to keep it within the character limit, so Google does not truncate it or rewrite it completely.

For more tips, read this post: How to Write Page Titles and Meta Descriptions.

The post Is the length of a page title a search ranking factor? Google answers appeared first on Improve My Search Ranking.

SEO professionals need to stay up-to-date with all the news and recent algorithm updates to make sure they are making the right moves. 

In addition, they also need to be able to see what’s coming in the future. This allows them to prepare for what’s coming ahead — both in terms of implementing the best SEO practices on websites and in terms of personal SEO career trajectory and development.

The veterans in Google’s Search Relations team — John Mueller, Gary Illyes, and Martin Splitt — recently came together in the latest episode of the Search Off the Record podcast and predicted the future of SEO and the industry for SEO professionals.

Following are five of the big SEO predictions they made on the podcast.

1. HTML will continue to play a big role in SEO

At the start of the discussion, John Mueller suggested that SEOs won’t need to learn HTML in the future. His reasoning was that modern content management systems (CMS’s) are becoming more advanced and now accommodate a lot of the technical HTML stuff.

“Well, I mean, it’s like if you just have a rich editor and you just type things in, and then you format your text properly, and you add some links. What do you need to do with HTML?”

However, Gary Illyes disagreed. According to Gary, SEO isn’t just content, and HTML is needed for a lot of the other stuff — links, meta tags, structured data elements, etc.

“SEO is also about link tags and meta tags and title elements and all those weird things in the head section of the HTML that you can put there.

So you kind of want to know about them to control how your snippets look like or how your titles show up in search results and the rel canonical tag to control what will be the– or what should be the canonical version of a URL. You kind of want to know that,” said Gary Illyes.

In the end, all three agreed that SEOs would continue to need to understand HTML and how to use it.

2. IP addresses won’t’ replace URLs

There is a debate that IP addresses may replace URLs in the future. But Gary Illyes doesn’t see it happening.

“Fortunately, URLs cannot go away… At least not in the foreseeable future, because the URLs they are the

standard way to communicate addresses on the Internet. And without that the Internet is just not the Internet.

The same way domain names cannot go away because of how the Internet is built or IP addresses cannot go away because of how the Internet is built. The same way URLs cannot go away.”

3. The need for structured data is diminishing fast

Martin Splitt mentioned that Google still uses structured data to understand a page, and it is recommended, but Google is becoming so advanced that it might bypass the need for structured data in the future.

The following response by Martin Splitt was in response to the question: in the future, will Google not need structured data to understand a page?

“I’m pretty sure we can understand: Oh, this is a product, and the product’s name is this and the product’s price is that and this is a product image.”

However, Martin says, despite this, it’s good to have explicit machine-readable information.

4. Voice search may not be the future of SEO

The rise of voice-enabled mobile assistants and smart homes has led to the idea that voice search may become the future of SEO and the primary way searches happen.

When asked about the future of voice search, Martin Splitt says:

“Oh God, the future that never will be. I think no.”

He also added:

“I think in the future, it won’t change and will naturally or magically become the number one thing that we need to worry about, simply because it changes the input modality, and it changes probably how queries are phrased, but it doesn’t change the fundamental use of natural language to retrieve information from the Internet.”

Martin said that you don’t have to worry too much about it.

5. Machine-generated content isn’t the replacement yet

Can machine-generated content replace content created by humans? Will websites and SEO professionals need human content writers in the future?

Gary Illyes says that he sees the potential in machine-generated content, but it’s not going to have any big impact on its own in the near future, at least.

“Right now, our stance on machine-generated content is that if it’s without human supervision, then we don’t want it in search. If someone reviews it before putting it up for the public, then it’s fine.”

Conclusion

So there you have it.

The five big SEO-related predictions by Google’s Search Relations team.

Where do you think SEO is heading in the future? Let us know what you think.

The post 5 big SEO predictions from Google’s Search Relations team appeared first on Improve My Search Ranking.

The big ranking signals for the page experience include: 

1. LCP or Largest Contentful Paint. LCP refers to the time it takes for the main content on the page to load. Google recommends that LCP should be less than 2.5 seconds.
2. FID or First Input Delay. FID refers to the time it takes for the page to become interactive. Google recommends that FID should be less than 100 milliseconds.
3. CLS or Cumulative Layout Shift. CLS refers to the unexpected layout shift of visual content on the page. Google recommends that it should be less than 0.1

Google’s Page Experience algorithm rolled out to mobile searches in 2021. Now, Google has announced that the same ranking signals will be applied to desktop search results from early 2022.

Google also announced that the update for desktop results would be built on the same algorithm that came on mobile search earlier this year.

“This means the same three Core Web Vitals metrics: LCP, FID, and CLS, and their associated thresholds will apply for desktop ranking. Other aspects of page experience signals, such as HTTPS security and absence of intrusive interstitials, will remain the same as well.”

Of course, mobile-friendliness won’t apply to desktop results. 

This means that if your site isn’t optimized for mobile and has separate URLs for desktop and mobile, the desktop version of your website wouldn’t be affected because of the lack of mobile friendliness.

Rollout window

The desktop update is expected to begin in February 2022. Google expects the rollout to be complete by the end of next month, March 2022.

Measurement

To help webmasters measure how their desktop pages are performing in terms of page experience, Google will also introduce a new report in Google Search Console before the desktop page experience update rolls out.

Stay tuned for more information.

The post Google Page Experience Algorithm Update is Coming to Desktop in 2022 appeared first on Improve My Search Ranking.

The common belief is that a URL should be short and without too much crawl depth. However, is it just a myth, or does a lengthy URL really have a negative impact on SEO? Moreover, if the length of a URL does not have any effect, how long can we make a URL without having any impact?

This question regarding the length of URLs was just posed to Google’s John Mueller in a recent Ask Googlebot video on YouTube.

“Do shorter URLs actually make an impact compared to long URLs or is this just another SEO myth?“

Google’s John Mueller clarified that the length of a URL does not affect SEO in the way that most people think. That’s because Google simply uses URLs as identifiers.

“The direct answer is no. The URL length doesn’t matter. We use URLs as identifiers, it doesn’t matter how long they are.”

Having said that, John also shared his personal preference to keep URLs less than 1,000 characters.

“Personally, I try to keep them shorter than 1,000 characters, but that’s just to make monitoring easier.”

This advice is in line with what John Mueller shared back in 2019 — that it is recommended to keep URLs less than 1,000 characters.

In addition to the length of the URLs, John also mentioned that “the number of slashes in there also doesn’t matter.” 

According to John Mueller, it means that there are no benefits of a flat URL structure (with fewer subdirectories or slashes in the URL).

No effects of long URLs whatsoever?

So does this mean that there are absolutely zero effects of long URLs?

John highlighted that there is one instance when the length of the URL can become a factor and have an effect, i.e., canonicalization.

“I’m currently only aware of one part of our systems where the URL length plays a role— that part is canonicalization.

Canonicalization is what happens when we find multiple copies of a page on your website and we have to pick one URL to use for indexing. 

If we find a shorter and clearer URL, our systems tend to select that one.”

He further clarified that canonicalization has nothing to do with rankings — but the appearance of search snippets.

“This does not affect ranking. It’s purely a matter of which URL is shown in the search.”

John summarized his suggestions in the following words:

“So, to sum up, when it comes to search rankings, neither the URL length nor the number of slashes matter. Use a URL structure that works for you and which you can keep for the long run.”

The post Does URL Length Affect SEO? appeared first on Improve My Search Ranking.