The vast majority of people who are developing a website, generally, focus their attention and much of their efforts on the design, colours, leaving aside concepts such as usability or relevant SEO factors.
We talk about SEO (Search Engine Optimizer) when we refer to a set of techniques aimed at maximizing the user experience and interaction with a website, in this sense, search engines deliver a better positioning or visibility to those sites that have good user experience, the way sites get traffic and visits from the people they want to reach, which is the central idea of digital marketing.
SEO aspects should be applied to both a new website and a website that has been in the market for years, and while it is true that this can generate frustration in administrators (because Google can take longer than usual), but undoubtedly, developing an organic positioning strategy and complying with settings requested by Google, will help your website to rank better from the beginning.
Check out these 10 SEO recommendations for new websites, which you should not fail to consider in order to optimise your website’s search results.
1.- URL Name, Server and Https
The name of the website is a very important factor when it comes to generating brand recall and therefore relevance of the new website. A site named lavandatea.cl will generate more brand awareness than lavandacasadeltesantiago.cl.
Another important aspect is the server chosen to host our website, because depending on this, we can optimise and implement all of Google’s recommendations, but if our server is slow, the efforts and optimisations will not be relevant.
Google does not consider relevant the pages that do not have Https, therefore it is necessary to choose a server that delivers the facility to implement the SSL or security certificate to encrypt user connections.
2.- Weight and speed
The weight of the site is an important factor for the organic traffic and usability of any digital strategy, as it defines the experience and satisfaction of the visitor. A fast individual page, compared to a similar (but slow) one, can define user loyalty or abandonment, and is a decisive positioning factor when it comes to displaying that page in search results, especially in mobile results.
In general, images are the main cause of a slow website, therefore, all images uploaded to the website must be optimised in weight, it is not necessary to upload a Full HD image of 8000 pixels, if 90% of our users enter our website from mobile devices.
There are a series of tags that Google analyses when displaying a page in the search results, these must comply with established standards and rules, some of them are:
Titles: The title of the page must clearly indicate the content of the page, i.e. it must contain the name of the product or service, the name of the section and the name of the website and, as far as possible, should not exceed 65 characters.
Meta Description: The description should indicate, in a summary not exceeding 156 characters, what the page is about. It should contain a relevant description and contain keywords such as product name, page name or brand name.
H1: There can only be one h1 tag per page, the H1 tag is the title of the page. On this same page there must be h2 tags as a subtitle, i.e. on this page you should make a small caption as a subtitle to briefly explain the content of the page. These tags are used to prioritise content.
Canonical: Each page should contain a rel=”canonical” tag. This tag indicates which is the main page, when a website has duplicate content, i.e. the same content on more than one page. Remember that Google penalises duplicate content.
ALT: Images must contain relevant keywords in the file name, for example: “/folder/description-of-image.jpg”. It should have an ALT tag with the image description, as Google doesn’t see an image, it sees text, and these descriptions help it know what the image is about. The Title of the image must also contain the description.
Google favours content and sites that have constant updates, therefore, it is advisable to upload new articles constantly. These articles must have the structure of Title, Description, h1 and h2, etc. The images must have the ALT and Title tags, and must have more than 300 words, and remember to occupy the keywords for which users can search for this content, a site to see trends in keyword searches, is the Google planner.
The keywords are still the gateway or visibility of your website so it is considered one of the most important aspects. A clear example is if we sell hearing aids on our website, but we do not use the word “Hearing aids”, but we use “Headphones”, the visits will be reduced. If our audience is international, we must then investigate the keywords and their variations that generate a greater number of searches in each country in order to outline the positioning strategies to be used.