Search Engine Optimisation (SEO) Manchester could effectively be broken into two main categories (on-page & off-page), with hundreds of subsidiary parts within each of those. On-Page SEO concerns the process of optimising the actual webpage you want to rank, this can be achieved through publishing original, engaging content or addressing technical issues. Off-Page SEO is the process of establishing your website as an authority by gaining backlinks and generating more traffic to the required pages.
It is not likely your website will be successful in terms of traffic and conversions if you rely solely on your content as it needs to reinforced by a strong technical SEO strategy in order for your website to be visible and achieve a good ranking position.
The technical aspect of SEO will mainly focus on the ‘on-page’ ranking factors– although there are various technical aspects that happen off-page too. It is vital to consider performance, crawlability, and indexation.
Within this article, we’ll have a look at technical methods and strategies that an SEO Consultant could implement to improve ranking position of a website in the SERP (Search Engine Results Page).
The first aspect that a technical audit of the website will look at is the page speed and user experience. Search engines such as Google heavily weight a good user experience and quickly loading website when determining the organic listings of a page. It’s also important from the perspective of visitors as a slow loading page will often result in them leaving your website. It has been reported that 40% of visitors will exit a website if it takes more than 3 seconds to load.
Tools such as Google’s Page Speed and Pingdom will let you know how fast your website is. Additionally, Google have a newly released tool called Lighthouse – which will analyse your webpage for things such as ‘first meaningful paint’, images that could be compressed and other technical aspects.
The next stage is to look at will be the content on the page. While content is fundamentally the most important aspect of the page and it’s important that it is engaging and answering the searchers question as well as possible – not many people are also looking at it from a pure technical point of view. Besides aspects such as titles, headings and URL’s etc. – we could also look at things like the TF-IDF, keyword density, LSI and markup on the page.
It is important that the content you publish on your website is of a high quality and relevant to the industry you work in or the topic of your website. Content that is duplicated or too thin is not likely to be favoured by the search engines.
The organisation of your website is also a crucial factor of On-Page SEO. The creation and use of SILO topics form a structure at the top of the site architecture and then expands on that topic through other related categories and supporting articles of a similar theme. This elaborate structure demonstrates to search engines just how informative and relevant your website is, which should result in being awarded higher authority score when the search engines crawl and index the all the pages in the SILO.
A basic structure would see SILOs linking to categories, which link to supporting articles, which then link back to the category and SILO. Essentially, this process of site architecture means that your website will rely less on backlinks to determine a ranking position and instead has it’s own wealth of pages that add weight to the topic. This is also great from a user experience perspective as the site is well-organised and easy to navigate.
Search engines divide the link value between all links on a webpage and these links will pass on value so essentially more links to a page should result in more value and increase the chance of that page ranking.
Once your site is built and structured, you may now want to consider interlinking. It is vital for SEO purposes that your internal linking strategy is evaluated and improved regularly. By using internal links correctly you are again demonstrating to search engines such as Google that your pages are relevant, the content has a relationship and your pages have value.
Different types of internal links include contextual links, navigational links, taxonomies and links to popular or recent posts. It is also possible to use no-follow links when you do not wish to pass on value to another page. When using anchor texts, the clickable text on a website, try to avoid over-using the same keywords.
Another technical aspect to on-page optimisation is to use schema markup to improve your websites ranking position. Schema markup is code that you apply to your website in order to help search engines provide more informative results. Imagine a cinema applied a markup to their film schedule page, the schema markup would instruct the SERP (search engine results page) to display the upcoming film times which would be very helpful for users.
It is important to note that the schemas inform search engines what your data means rather than just what is says. The content is indexed and returned differently as the use of schema improves Googles results. It can also help your site rank better for all kinds of content and there are hundreds of markup types.
A redirect is a way to send users and search engines to a different URL from the one they intended to visit. There are three commonly used redirects titled 301, 302 and Meta Refresh. From an SEO perspective a 301 redirect is the recommended method if you need to navigate users to a different page. The reason for this, is that a 301 is a permanent redirect which indicates that the move is definite and allows 90 to 99% of the link equity and value to pass on to the redirected page.
In most cases, this is the best redirect method as the engines will carry any weight to the new URL and therefore contribute to authority and ranking position. However, this process can take a while to process if the page is rarely crawled.