Search engine optimisation
Search engine optimisation (SEO) is the process of optimising the online visibility of a website or a web page in a search engine's natural results. Search engines, such as Google, will be able to find your web pages easily if your content is optimised
Optimising a website may involve editing its content or adding other information to increase ensure specific keywords are included and minimise barriers to indexing by search engines.
The title of a page should be an accurate description of the content to follow. Page titles are important to both the user reading search results, and to search engines discovering the content.
|Length||Title should be a maximum of 60 characters, including spaces, as longer titles may be truncated in search results.|
|Grammer||The title is written using sentence case and is easy to understand.|
Meta descriptions should provide a summary of the landing page to drive user intent with a compelling call to action.
|Length||Description should be no less than around 155 characters including spaces|
|Call to action||Include a call-to-action, such as ‘Read More’, to maximise click-through and included early in the sentence to make the description mobile-friendly.|
Headings are used to provide and define content structure to search engines. Heading H1 has the most value in search engines.
|One key headline per page||Use only one H1 per article; H2 – H5 are used for hierarchical sub-headings. In our system, the title of the article is already set as H1, so if you are applying headings in your content, start with H2|
|Use keywords||Sub-headings should include relevant keywords|
|Content||Headings must be descriptive and written to help readers find information|
Not only appealing on a landing page, an image is an important SEO factor and an avenue for users to visit a landing page
|Image filename||Be exact to describe the image, as this is an element the search engines read. Simply “chocolate.jpg” is great but “dark-chocolate-coffee.jpg” is better|
|File size||Seek an image around 500kb in size that is for the web, not print. Search engines look for image filesize and quick downloading.|
|Alt tag||Used to as a way to describe an image, both for search engines and screen readers used by vision impaired people. Similarly to an image filename|
There are many other things that can affect search rankings, ie. how easily a search engine can find your page. You can influence some of this, but other things such as whether anyone links to your page, may be harder to control.
|Uniqueness||Is the content unique? Content that is duplicated elsewhere will be ranked lower by the search engine.|
|Location||Is the content in a logical place on the website? Can your target audience find it easily? Remember that the information architecture has been created to ensure all content can be found.|
Example of meta description in Squiz Matrix