On-Page SEO for 2019 – Whiteboard Friday
Whew! We made it through another year, and it seems like we’re past due for taking a close look at the health of our on-page SEO practices. What better way to hit the ground running than with a checklist? In today’s Whiteboard Friday, the fabulous Britney Muller shares her best tips for doing effective on-page SEO in 2019.
Click on the whiteboard image above to open a high-resolution version in a new tab!
Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we’re going over all things on-page SEO, and I’ve divided it into three different sections:
- How are crawlers and Googlebot crawling through your site and your web pages?
- What is the UX of your on-page content?
- What is the value in the content of your on-page content?
So let’s just jump right in, shall we?
☑ Meta robots tag allows crawling
Making sure your meta robots tag allows crawling is essential. If that’s blocking Googlebot from crawling, your page will never be in search. You want to make sure that’s all panned out.
☑ Robots.txt doesn’t disallow crawling
You want to make sure that let’s say this page that you’re trying to get to rank in search engines, that you’re not disallowing this URL from your robots.txt.
☑ URL is included in sitemap
Similarly you want to make sure that the URL is in your site map.
☑ Schema markup
You also want to add any schema markup, any relevant schema markup that you can. This is essentially spoon-feeding search engines what your page is about and what your content is about.
☑ Internal links pointing to your page with natural anchor text
So let’s say I am trying to rank for chakra stones. Maybe I’m on a yoga website and I want to make sure that I have other internal pages linking to chakra stones with the anchor text “chakra crystals” or “chakra stones” and making sure that I’m showing Google that this is indeed an internally linked page and it’s important and we want to give it some weight.
☑ HTTPS – SSL
You want to make sure that that is secure and that Google is taking that into consideration as well.
☑ Meets Web Content Accessibility Guidelines
Does it meet Web Content Accessibility Guidelines? Definitely look into that and make sure you check all the boxes.
☑ Responsive mobile design with same content and links
Is it responsive for mobile? Super important with the mobile-first indexing.
☑ Clear CTA
Is there one clear call to action? A lot of pages miss this. So, for this page, maybe I would have a big “Buy Chakra Crystals Here” button or link. That would be a clear CTA. It’s important to have.
☑ Multimedia: Evaluate SERP and add desired media
Are you providing other desired media types? Are there images and video and different forms of content on your page?
☑ Page speed: utilize CDNs, compress images, use reliable hosting
Are you checking the page speed? Are you using CDNs? Are you compressing your images? You want to check all of that.
☑ Integrate social sharing buttons
It’s the easiest thing. Make sure that people can easily share your content.
Content and value
This is where it gets really fun and strategic too.
☑ Unique, high-quality content
Are you providing high-quality content? So if you go to Google and you search “chakra stones” and you take a look at all of those results, are you including all of that good content into your page? Then are you making it even better? Because that should be the goal.
☑ Optimize for intent: Evaluate SERP and PPC, note which SERP features show up
You want to also optimize for intent. So you want to evaluate that SERP. If that search result page is showing tons of images or maybe videos, you should be incorporating that into your page as well, because clearly that’s what people are looking for.
You also want to evaluate the PPC. They have done so much testing on what converts and what doesn’t. So it’s silly not to take that into consideration when optimizing your page.
☑ Title tags and meta descriptions
What are those titles? What are those descriptions? What’s working? Title tags and meta description are still so important. This is the first impression to many of your visitors in Google. Are you enticing a click? Are you making that an enticing call to action to your site?
☑ Header tags
H1, H2, and H3 header tags are still super important. You want to make sure that the title of your page is the H1 and so forth. But just to check on all of that would be good.
☑ Optimize images: compress, title file names, add alt text
Images are the biggest source of bloat of on-page site speed. So you want to make sure that your images are compressed and optimized and keeping your page fast and easily accessible to your users.
☑ Review for freshness
You want to review for freshness. We want to make sure that this is up-to-date content. Maybe take a look at popular content the last year or two of your site and update that stuff. This should be a continual wash and repeat. You want to continue to update the content on your site.
☑ Include commonly asked questions
It’s such an easy thing to do, but it’s commonly overlooked. AnswerThePublic does a great job of surfacing questions. Moz Keyword Explorer has a really great filter that provides some of the most commonly asked questions for a keyword term. I highly suggest you check that out and start to incorporate some of that.