In other words, these are measures aimed at configuring a website in line with the requirements of Google's search bot (although other search engines may also be taken into account, Google is the leader in this field).
Configuring meta tags
Although meta tags no longer directly affect rankings in search results, their importance should not be underestimated. It is important to take into account the home page and the menu's subpages, linking them thematically with phrases.
Selecting and using appropriate keywords
Keyword analysis is an important element of optimization. The right choice of keywords determines which phrases will appear in the search results for a given page. Therefore, a number of factors should be considered, including the number of monthly searches (although this is not an absolute criterion), seasonality, competitiveness, and relevance to the specifics of the industry.
URL optimization
URLs play a key role because they simplify navigation and affect the ease of using a website. SEO optimization of URLs takes many factors into account, including using the right keywords in the structure, avoiding special characters, creating redirect URLs for duplicate pages, and removing (or redirecting) incorrect or inactive addresses.
Don't forget to always create URLs according to the same principle. Therefore, you need to develop a set of rules and then stick to them.
Removing duplicate content
Publishing duplicate content, content that has already appeared on another page, is not only unethical but also disadvantageous in terms of positioning. Therefore, optimization should include removing duplicates. Leaving them in place may result in a filter being applied, which in turn reduces visibility.
Filling the website with unique texts containing specific phrases
When preparing unique texts for a website, you should include the previously selected keywords. The content should be formatted correctly, for example, with H1 and lower-level headings, and include internal links.
Remember to use phrases in your content in moderation. Excessive and completely unnatural use (so-called keyword stuffing) may be misinterpreted by Google bots as an attempt to influence search results.
Internal links
Properly implemented internal linking is considered one of the most important elements of website optimization. The idea is to add a link from one subpage to another within the same website.
Internal linking helps improve a website's indexing by search engines and also makes navigation easier for users. An additional advantage is a lower bounce rate—the number of times an Internet user quickly enters and leaves a website without taking any other action. It is also worth noting that the time spent on the site increases. As users browse through tabs, they will stay connected to the site longer.
Checking website indexing in Google
Even the most complex website can be invisible to search engine bots. That is why optimization also includes checking whether a website is indexed in Google. How can this be done?
The simplest way is to enter the domain name in Google's search box. If the URL appears in the search results, it means the page is accessible. Another option is to use specialized positioning tools, such as Google Search Console.
Optimizing webpage loading speed
Since 2010, it has been known that page loading speed affects its position in search results. That is why this element of optimization is important not only from Google's perspective but also from the user's. If a website loads very slowly, there is a good chance the Internet user will quickly give up.
If it turns out that a website's loading time is much longer than expected, it is worth making some changes. For example, reduce server resource consumption, choose a reliable content management system, optimize graphics, etc.
Improving the page structure
A website's structure should be prepared so that the site is readable and convenient for both search engine bots and visitors. It is important to distinguish between individual tabs so that they relate to the same subject area. This is worth paying attention to, because the more subpages there are, the more phrases the site can rank for. In addition, the more tabs there are, the more opportunities there are for internal linking.
Optimization is not a one-off activity. Measures are carried out regularly in order to achieve the set objectives.
