SEO on-site elements (30.09.2014)
There are several key elements of every website which we have to observe and modify during the SEO process. These elements have to be optimized on every webpage until it becomes understandable and easy-to-read not only for users but for robots, as well. After the short introduction to SEO, now it’s time to focus on the different groups of factors that affect the site’s position.
If we want to make a webpage well optimized for the Search Engines, we must have in mind not only its structure but also its content. Primarily we can separate the key elements that define the site positioning in search results in three groups:
- webpage’s code elements that are visible in search results such as the Title and Description tags. They appear as a result of Search Query and give the user the main information about webpage’s content. Their main goal is to give users the key message what the webpage is about and make them curious to read more (by visiting the site). These tags must be highly relevant to page’s content. The Title’s length should be max 55 symbols and the Description – not more than 115 symbols. Additionally to these two tags we can add to this group meta keywords and image alternative text, as well. These last two are not directly visualized in search results but they are helping the robots to index the content correctly.
- website’s elements that help the robots – in this group we can include two elements – the file robots.txt and sitemap, which cannot be seen by the users but have a big influence for the robots’ understanding of our content. In robots.txt we can tell the robots which pages to index and which not and whether to follow or not the specific links. The sitemap is also really important because it gives the robot detailed information about the website structure – categories, sub-categories, sections etc.
- website’s elements which can be seen on the webpage – these include the main elements of every page – the title H1, keywords in the body text, additional titles (headings), inner and outer links that are connected with the page.
When a robot crawls a webpage, it searches for key elements of the page that will give it major information about the page’s topic. That is why it is considered as a good practice if keywords are included in page’s title, paragraphs’ headings, body text and image alternative text, as all these elements are indexed by the robots. Also, the inner and outer links have important role in increasing the Page Rank because by using such the page is connected with the global network and the robots can find it easily.
Each one of these elements brings the robots additional information. We may say that if the webpage is well structured and has unique and interesting content, we have successfully finished half of the SEO process. Except these on-site factors (the website’s elements), we should not forget that there are and off-site factors that affect the site positioning. We will write about them in our next publication.