Internal optimization of website: practical guidelines
internal optimization

Internal optimization of a site is a complex of works aimed at bringing resource into line with the requirements of search engines. These activities must be done before the start of work on the SEO website promotion. Today we’ll tell how to conduct an internal optimization of a site.

Analysis of semantic kernel

We recommended to start with an analysis of a semantic kernel. You should check, whether all the keywords correspond to the site theme and whether they are distributed by web pages correctly.

After you have checked a semantic kernel, it is necessary to analyze the meta tags title and description. But keep in mind that it’s not necessary to indicate the same keyword in the meta tag title multiple times.

Analysis of content

Before you go for site promotion you have to check the uniqueness of all materials on the site. Sites which contain a unique text are ranked much higher by Google. It will also be useful to add some thematic pictures and video.

Fill in the attributes alt and title to images. Also pay attention to the use of title tags h1-h6. Tag h1 is recommended to write once at the very beginning of the text, and further apply tags h2-h6.

Then look at the density of keywords in the text. Remember that content must be written by and for people. If in the online store of doors a phrase “buy doors” will appear in every sentence, you can forget about high positions in the search results.

Optimization of the site structure

It is essential at this stage to pay attention to the level of enclosure of the pages. Make sure the promoted pages have the enclosure level of no more than 2, in other words, they have to be located in one click from the home page. This will make the site more user‐friendly and more accessible for search engines. It is extremely important to correctly write URL‐addresses and make them human‐readable.

Relinking of the pages is also very important. Relinking should evenly distribute the weight of the pages throughout the site and help users, offering links to useful materials. Also, be sure to fix or remove the broken links. You can check your site here.

Check the validity of the layout. This can be done with the help of this service.

Duplication of pages

We are talking about the pages with the same content that are available on different URLs. The reason for duplicating primarily can be the GET‐parameters of the formation of URLs. Add in the address bar index.php or index.html after slash. If a page will open at that address and won’t give a 404 error, then your site has duplicates that must be eliminated. The large number of duplicates has very negative effect on the ranking of the site.

This also applies to duplicates of meta tags. Most often the duplicates of meta tags appear due to incorrect settings of pages of pagination. Remember: every page should have a unique meta‐tag title and description, not only on your site, but also within the entire Internet.

File sitemap.xml

If your site engine doesn’t generate the sitemap automatically (as, for example, Magento does), then you need to make it urgently. Usually it’s available at the address http://site_name/sitemap.xml
To make the site map, you can use this service.

After generating the sitemap you have to place it in root directory of the site. Additional information about the file sitemap.xml here.

File robots.txt

This file is a search engines assistant, it “informs” what pages they shouldn’t index. For example, the pages of feedback, print, registration, shopping cart or search. Here you can read how to make it.

After you’ve created your robots.txt file and configured it correctly, you must copy it to the hosting in the root directory. And only then you can add it to Google webmaster.

Site loading speed

Don’t forget to check the loading speed of your site as well. You can check this with the help of Google Page Speed. The loading speed of your site is OK if you got 80+ points. If not, we suggest you to use our checklist to make your website faster.

Evaluation of usability and interface of the site

Usability is an important component that helps to increase the behavioral factors and conversions. You have to analyze your site once again, but this time – from the point of view of a potential visitor, and answer the following questions:

  • Is it convenient to use the site?
  • Whether the information on the site is structured good?
  • Are the materials on your site useful?

If you have answered at least one “no”, then you have work to do.

You will have to spend a lot of time on the analysis and implementation of all necessary corrections. But the execution each item can significantly affect the position of the site in search results, so don’t neglect any of the above recommendations.

SoftwareGarage is willing to help you conduct an internal website optimization. We also deal with comprehensive promotion of online resources, so feel free to contact us if you have any questions.

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