Why Great SEO Begins Way Before Site Content

Many people have the mistaken notion that search engine optimization is mostly limited to embedding strategic keywords throughout the written content of a website so that search engines will match it to keywords entered by a user, and then return the site on the first page of results. While there’s no question that this constitutes one part of SEO, it’s far from the only part, and in fact, it’s practically the last component of SEO which has to be considered.

Sound SEO practices embrace a lot more fundamentals than simple text, and these principles are all well understood by Accurate Web Solution’s specialists, who can incorporate them right into the framework of a website, so as to achieve the highest assessment from search engines. Each of these elements contributes strongly to accumulating a higher score when your site is evaluated by search engine algorithms, and if these elements are properly included in your site configuration, you can expect your website to be displayed prominently on a search engine results page (SERP).

XML Sitemaps

Sitemaps help search engines locate pages on your site, so they can be crawled and evaluated. The XML sitemap is stored in the root directory of your website and contains the URL of all pages which comprise your site. Not only do these directory entries contain the location for pages that a crawler might otherwise miss, there is other useful information made available, such as when the page was last updated and how important it is in relation to your other site pages. Since all this data is included in your sitemap, it facilitates more intelligent crawling by search engines.

Robots.txt 

This file constitutes the robot exclusion standard, and it is the primary file used to communicate with search engine crawlers. Generally speaking, the instructions loaded into robots.txt will specify which of your pages are to be ignored by crawlers, either for privacy reasons, or because they might be confusing or misleading to users.

Meta robots tag 

The meta robots tag is an HTML tag that is nested within the ‘head’ tag of your site’s HTML specifications, and it instructs either a specific crawler or all crawlers to not index the current page. This tag is generally used as a reinforcement to the robots.txt file because that file does not prevent a crawler from indexing a given web page, whereas the meta tag will do that. When you don’t want specific pages to be indexed by a crawler, this will guarantee it, and the page will remain private, possibly even saving load time.

Canonical URL’s 

A canonical URL or tag, tells a crawler where to assign ‘link juice’ or search value for site pages which have content considered to be either very similar or duplicate. This is important because search engines penalize sites for duplicate content, assuming they are low-quality sites. The canonical URL overcomes this potential setback by telling a search engine which page should receive full value for the search.

Page Speed Optimization 

When web pages load slowly, users will often abandon them immediately in favor of a faster-loading site. That’s why page speed optimization is such a critical component of good SEO practice, and why it will help to lower abandonment rates.

Mobile Page Speed 

The time it takes to load a mobile web page is not always the same as the time required for loading a web page on a desktop device. Yet, the consequences of slow loading on a mobile device are pretty much the same as they would be for a desktop machine – the user is fairly likely to abandon the website, and search for one which has quicker load speeds for its mobile display.

Mobile Viewport 

The mobile viewport is a major component of responsive design for mobile web pages, and it functions to make pages display optimally within the framework of the viewable screen on a mobile device. The viewport serves to instruct web browsers to make all necessary adjustments to the page dimensions before being served to the user, so that it can be displayed without exceeding the viewable screen dimensions. If a user is unable to see and read a displayed screen without scrolling up, down, left, and right, it might well lead him/her to search for another website.

Accelerated Mobile Pages (AMP) 

Using Google’s accelerated mobile pages allows pages to be displayed almost instantaneously, by using a combination of JavaScript, HTML, and caching techniques. This may work ideally for some situations, but because it also imposes certain limitations on the functions and features which get loaded, it may not be the best answer for all websites. If yours is a site which makes extensive use of certain features, AMP may degrade your presentation in the interests of achieving greater load speed.

Structured Data Markup 

Structured data markup can add a great deal of meaning to your site pages, and it is comprised of some of the data you might typically see next to a website and its meta description. For instance, a restaurant might list its business hours, pricing schedule, and star ratings with structured data markup. If you don’t include this in your SEO strategy, you would be missing out on a great opportunity of scoring higher in search engine evaluations. By providing an extra layer of meaning to information on your website pages, the structured markup allows search engines to better understand what the page contains, and that gets scored more highly by the search engine.

Conclusion

As you can see from the above, there is much more to search engine optimization than simply including some important keywords in your site’s content. To truly make your website more attractive to users, and to be scored much more highly by search engine crawlers, it is necessary to implement some or all of the technical strategies described above. Contact Accurate WSeb Solution and let the SEO experts improve your site’s ranking by making the best use of all these advantageous SEO strategies.

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