The majority of on-page SEO tactics are simple to implement and can have an immediate impact on your search rankings. The five recommendations below will enhance your technical SEO and help you generate more valuable sources of traffic from Google.
Build internal links
Adding internal links to your content is one of the easiest ways to build structure and authority for your webpages, which can lead to better performance in SERPs. Internal links are a core part of on-page SEO and not just limited to blogs or articles. You can link to product pages with basic copy and ‘about us’ and support sections. These links act as a signal that you have practical content available across your site.
Schema markup should be used alongside internal linking to create a structured website hierarchy. Fizzbox CEO Rob Hill says: “Whether it’s FAQ content or a recipe write-up, you might understand the content, but search engines might not be able to comprehend what they’re looking at. This is where schema markup comes in.”
Hill noted that the use of event schema markup for a festive-related campaign resulted in a 23% spike in click-through rates from Google search results and a notable increase in sales.
Schema can be used to provide additional information about a range of items on your website from products and places to creative work and events. The markup supports SEO by improving how your page is displayed in SERPs. For example, schema for a FAQ page can lead to content being served in Rich Snippets in listings below the page title.
Craft unique content
Google recently updated its Search Quality Raters’ Guidelines, and it includes more than 100 mentions of E-A-T, an acronym that stands for Expertise, Authority and Trust. The best way to display E-A-T on your webpages is by crafting compelling and unique content. It should offer insights, answer questions, address customer pain points, and generally deliver the high-quality experiences that modern consumers expect.
You can also make sure that your content is ‘unique’ by using a content management system (CMS) to find any duplicate content on your website. If you do want to use duplicate copy, make sure to use a canonical URL to direct search engines to the original piece.
Hill also recommends going through older content with the view to updating it. A mix of fresh new content and updated articles and blogs with added sections and editors’ notes can maximise the incoming flow of traffic.
Optimise title tags
Title tags will be front and centre in search engine results, so optimise accordingly. Title tags should be between 50 and 60 characters in length and include keywords, numbers and dates where possible. Don’t keyword stuff though. It needs to look natural while offering a general overview of what the article, blog or page is about. If you are struggling with title tags, a content agency can assist you with the process.
Another great way to add structure is by creating a range of categories and subcategories for your content. These categories should be relevant to your brand and content output. A smaller number of targeted categories will work better. Again, categories make it easier for search engines to understand your content.