Improving page title tags, meta descriptions, and heading tags
Next step is optimizing title tags, meta descriptions, and head tags. Title tags should communicate to searchers the main topic of the page and describe its content. It should naturally, but not necessarily, include your target keyword. Description meta tags allow more space to summarize what the page is about and like title tags, they should best represent the page content. When a keyword from the search query appears in the meta description it gets bolded, which helps with visibility and assure the user that this content is relevant to what he is looking for. It’s important to create unique tags for each page of your site; at least for high priority and popular pages. As for heading tags, they appear to be larger than other text and should relate to the content below it to create a logical structure for the page. Also, keep in mind that a searcher who just clicked on a result expects to see a similar H1 tag to that in the meta title. No one is saying don’t use keywords, just make sure you use them in a way that doesn’t conflict with user signals and behaviour. And as usual, keep away from keyword stuffing; that is heavy usage of the same keywords over and over again.
Image Alt Tags, URLs & Internal Linking
Images have the opportunity to display in an image search result, which directly helps with your rankings. On top of that, you can take advantage of image alt tags by enriching the image’s title, image file name and alt attribute with your targeted keywords. Alt texts are used within HTML code to describe the content of the image and improve web accessibility for the visually impaired. This text will show on the screen if your image fails to load, and it also helps search engines understand and crawl images accurately, which surely impacts page rankings.
URLs, or at least good ones, directly help with search relevancy. The key is short and keyword optimized URLs that search engines can crawl and understand. Complex URLs make your website seem disorganized and make it harder for Google to crawl and index, resulting in lower rankings on SERPs. Note that descriptive URLs, that tell you what to expect from the page, are more likely to include keywords and also get clicks.
Internal linking refers to hyperlinking to other relevant and helpful pages on your website. These links are beneficial for both SEO and user experience. While internal linking helps improve crawlability by showing Google priority pages on your website, it also gives your audience more options to explore your site. Try to moderately include multiple links in each page, and make sure the pages you’re linking to are relevant to ensure user’s engagement and higher ranking.
