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In today's digital landscape, staying at the forefront of SEO practices is crucial for achieving top rankings in search engine results. The year 2023 brings exciting advancements that shape the world of SEO, including the integration of AI algorithms and the utilization of tools like ChatGPT. These AI-powered technologies provide valuable insights and optimization techniques to enhance your website's performance and increase its visibility in search engine rankings.

Conversion optimization, brand mentions, core web-vitals and social media presence have emerged as influential factors in SEO. Search engines now value websites that provide a seamless user experience, resulting in higher conversion rates. Building a strong brand presence and actively engaging with your audience on social media platforms significantly impact your website's visibility and SEO rankings.

While AI, conversion optimization, brand mentions, social media presence, and Core Web Vitals are essential aspects of SEO, high-quality content remains the backbone of SEO success in 2023. Content serves as the foundation for optimizing your website and targeting relevant keywords. By producing valuable, informative, and engaging content, you establish your website's authority, attract organic traffic, and enhance user experience.

So let us delve into these SEO ranking factors, classifying them into three main categories: on-page, off-page, and technical SEO. We will explore each category in detail, providing insights, strategies, and best practices to help you optimize your website and achieve higher rankings in search engine results.

Technical SEO Factors

Technical SEO Factors

Technical SEO is a fundamental aspect of optimizing your website for search engines. Its primary focus is on ensuring that search engine bots can effectively crawl, index, and understand your website. To achieve this, it is important to address key technical factors. The following technical SEO factors collectively contribute to better indexing, rendering, and overall website performance.


When it comes to crafting SEO-friendly URLs, there are several aspects have to be taken into account. A well-structured URL can foster your website's visibility and search engine rankings. Here are some updated guidelines for creating SEO-friendly URLs in 2023:

1. Short and Descriptive: Keep your URLs concise and descriptive, conveying the content of the page. In the dynamic landscape of 2023, users and search engines appreciate clear and concise URLs that accurately represent the page's content.

2. Include Relevant Keywords: Incorporate relevant keywords in the URL, but avoid keyword stuffing. Choose keywords that align with user search intent and accurately represent the page's topic. However, remember to maintain a natural and user-friendly URL structure.

3. Avoid Dates and White Spaces: In 2023, it is recommended to avoid including dates in your URLs, as they can make them appear outdated. Additionally, eliminate white spaces and use hyphens (-) to separate words within the slug for better readability and SEO optimization.

4. Lowercase and Consistent: Maintain a consistent lowercase format for your URLs. This ensures uniformity and reduces the chances of duplicate content issues. Search engines prefer URLs that are consistent in their case usage.

5. Proper Folder Structure: Organize your URLs in a logical folder structure to provide a clear hierarchy for both users and search engines. This helps with site organization and makes it easier for search engines to crawl and understand your website's structure.

6. HTTPS: In the era of heightened online security, it is crucial to use HTTPS for your website. HTTPS provides a secure browsing experience and can positively impact your search engine rankings. Keep in mind to ensure that all pages are programmed to use HTTPS in its URL.

Canonical URL

In SEO, using a preferred URL structure, whether with or without the "www" prefix, is important for maintaining consistency and avoiding duplicate content issues. This practice holds true in 2023, just as it has in previous years. To establish a preferred URL, you can choose either the "www" or non-www version and implement the following methods:

1. 301 Redirects: Set up permanent 301 redirects from one version to the other. For example, if you prefer the non-www version, redirect all requests for the "www" version to the non-www version. This ensures that all traffic and link equity are consolidated on the preferred URL.

2. Canonical Tag: Alternatively, you can use the canonical tag in the HTML header of your web pages to indicate the preferred version of the URL. Specify the canonical URL as the preferred version, whether with or without the "www" prefix. This informs search engines that the specified URL is the authoritative version.

By implementing either the 301 redirects or canonical tags, you establish a consistent URL structure and consolidate your website's authority and rankings on the preferred version. This practice ensures that search engines understand which version to index and display in search results. Remember to apply this preferred URL strategy consistently across your entire website for maximum SEO effectiveness in 2023 and beyond.

XML Sitemap

An XML sitemap serves as a comprehensive list of important pages or updated page changes on a website. It is essential to keep the sitemap up to date by adding new pages as they are created. Here are some key points to consider regarding XML sitemaps:

Sitemap Format: The sitemap should be in XML format, as it is the standard format recognized by search engines. This format allows search engines to understand and process the information more efficiently.

Exclude Unwanted Pages:Exclude duplicate or thin content pages that you do not want search engines to crawl and index. By doing so, you can focus search engine attention on the valuable and relevant pages of your website.

Organize Images and Videos:To facilitate search engine crawling, consider using separate folders for images and videos. Including these multimedia assets in your sitemap can help enhance their visibility in search results.

WordPress and Yoast SEO:If your website is built on WordPress, utilizing the Yoast SEO plugin can simplify the process of generating the sitemap automatically. It streamlines the creation and management of the sitemap, ensuring its accuracy and efficiency.

In this example,

<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="">
    <!-- Add more URLs for other pages -->

In this example, each <url> tag represents a specific page on the website. The <loc> tag indicates the URL of the page, and the <lastmod> tag indicates the last modification date of the page. This helps search engines understand when the page was last updated. You can add more <url> tags for each important page on your website. Remember to regularly update the sitemap whenever new pages are added or existing pages are modified.

To get your sitemap optimized effectively, it would be great if you could consider the following advice too.

Manually Placing in HTML:Take your web developer's help to place your sitemap code in the HTML if you are not using WordPress. Make sure that is placed properly and is functional.

Sitemap URL Example:Use the example provided while creating the sitemap URL, URL:

Online Sitemap Generation:There are tools available online that can generate a sitemap for your website. Use any of these tools, but make sure to implement all corrections. The pages added may contain all duplicates and thin pages, which may not be required. So, remove such unnecessary pages and add only the preferred URLs in your sitemap.

Google Search Console Submission:Adding the sitemap to Google Search Console is a prerequisite. You can add it to the sitemap section on the left side of Google Search Console's dashboard. Simply add your sitemap URL there and check if it gets crawled.


The robots.txt file is a crucial tool for controlling which pages of your website should be excluded from search engine crawling. However, it's important to use it correctly to avoid accidentally blocking important pages. Here are some guidelines for utilizing the robots.txt file effectively:

Placing the Robots.txt file:To help facilitate finding and crawling easier, it is ideal to place the robots.txt file in the root directory.

- Proper Usage:The robots.txt file uses a specific syntax to indicate which pages or directories should be excluded from crawling. The most common directives used are "User-agent" and "Disallow". Here's an example of the robots.txt code:

    User-agent: *
    Disallow: /private/
    Disallow: /secret-page.html

In this example, the asterisk (*) after "User-agent" indicates that the directives apply to all search engine crawlers. The "Disallow" directive is followed by the paths of the pages or directories that should be excluded from crawling. For instance, the "/private/" directory and the "/secret-page.html" file are both blocked in this example.

- Careful Consideration:While using the robots.txt file, exercise caution to avoid blocking important pages unintentionally. Double-check all the URLs and paths identified as"disallow". Make sure you do not end up blocking your key pages from indexing. Reviewing your robots.txt file regularly is typically recommended practice. This is notably significant while adding new pages or making changes.

By properly utilizing the robots.txt file, you can effectively control which pages or directories search engines should avoid crawling. Take care to accurately specify the paths to be excluded, and regularly review and update the file as needed.

Structured Data Markup

Structured data markup is a practice of implementing predefined tags that best explain what your website is about. Some common types of structured data markups include:

- Local Markup:This markup is used to describe local businesses or locations. It includes details such as address, phone number, opening hours, and reviews, making it easier for search engines to understand and display relevant local search results.

- Article Markup:Article markup on a blog post or article helps search engines recognise your article, its topic, author and published date accurately. It includes information such as the headline, author, publishing date, and article body. This markup can enhance the visibility and appearance of your articles in search results.

- Organization Markup:Organization markup provides information about your company or organization. It includes details like the organization's name, logo, contact information, social profiles, and more. This markup helps search engines display accurate and rich information about your organization in their results.

- Other Types:There are various other types of structured data markups available, depending on the nature of your website and content. Some examples include event markup, recipe markup, product markup, review markup, and many more. Every markup has its own purpose and makes Google understand the content type precisely.

Double-check the accuracy of the information provided through your markup using Google Structured Data Testing Tool. You can also assure that all the errors while deploying the markup are corrected using this tool. You can also preview the search results display with the help of the same tool. It helps ensure that your structured data is properly recognized and utilized by search engines, enhancing the visibility and appearance of your website in search results.

Hence, implementing structured markup and getting your information displayed as snippets on the search engine is a bonus as it improves visibility.


Breadcrumb Navigation: Enhancing Website Structure and User Experience

Breadcrumb navigation is an effective way to help both users and search engines understand the structure of your website and navigate through its pages. Here are some key points to consider regarding breadcrumb navigation:

- Website Structure: Breadcrumb navigation provides a hierarchical representation of your website's structure. This helps the user who is on your website interpret where they are currently and how the pages are structured within the site.

- Ease of Navigation: This makes navigation through the website easy for both the users and search engine crawlers. They can easily comprehend how the site is organised. They can quickly jump to higher-level pages or easily backtrack to previously visited pages.

- Placement: Breadcrumbs are ideally placed at the top of a page so that it is noticeable and can be aligned vertically or horizontally. Placing the breadcrumb navigation at the top also follows a common convention, making it intuitive for users to locate and use.

- Breadcrumb Functionality in WordPress: If your website is built on WordPress, you can utilize the Yoast SEO plugin to enable and configure breadcrumb navigation easily. Yoast SEO provides a built-in feature for generating breadcrumb navigation, allowing you to customize its appearance and behaviour to align with your website's design and structure.

Implementing breadcrumb navigation on your website can have several benefits:

- Improved User Experience: Users can navigate promptly and effortlessly through the website. They can seamlessly move from the current page to the home page and understand the sections and subsections of a site clearly.

- Search Engine Understanding: Breadcrumb navigation also assists search engines in comprehending your website's structure. It provides additional contextual information that search engine crawlers can utilize to better index and understand the relationships between your web pages.

You can use Yoast SEO to generate breadcrumb navigation in your WordPress website. Conversely, you may ask your web developer to implement it for you. In addition to improved navigation, it can also help in increasing engagement and SEO.

404 Page

It is always preferable to add a 404 page on your website for an uninterrupted user experience. Some critical reasons include:

- Purpose of a 404 Page: A 404 page is a standard protocol that depicts a "Not Found" error. Use your 404 page as a kind gesture to inform users that the requested page is not available.

- Consistent Structure and Navigation: Use the same structure and navigation to design your 404 page, in the same way as the rest of your website. This helps users navigate back to your homepage or other relevant pages. By maintaining consistency, you provide a familiar environment and make it easier for users to find their way.

- User-Friendly Messaging: Customize your 404 page with helpful and friendly messages to guide users. Provide other choices, such as a search button, to research on a corresponding subject. You may also add links to all parallel topics covered on the website on your 404-page.

- Utilizing a Search Box: Including a search box on your 404 page allows users to directly search for specific content. This feature can be particularly useful when users mistakenly enter a URL that doesn't exist on your site. The search functionality helps redirect them to relevant pages or encourages them to refine their search.

- Tracking and Analyzing 404 Errors: Monitor your website's 404 error pages and analyze the URLs causing the errors. This information can help identify patterns or issues that may require attention. Regularly reviewing and addressing these errors can improve the overall user experience and prevent potential frustrations.

By building a good 404 page, you can ensure that all the visitors who derailed and encountered with a 404 page can circle back and navigate to other pages of your site.

Mobile Responsiveness

Having a mobile-friendly website is essential for ranking factors and providing a positive user experience. Here are key points to consider:

- Rendering on All Devices: Ensure that your web pages display correctly and function well on various mobile devices. Make sure that texts, images, and all clickable and non-clickable elements, like buttons and forms, be placed concisely across all screen sizes.

- Mobile-Friendly Test: Make use of tools like Google's Mobile-Friendly Test to examine your website's performance on mobile devices. Use the report and fix errors on mobile devices to improve the user experience for mobile users. Address any identified issues to improve mobile responsiveness and user experience.

- Avoid Pop-ups: Steer clear of using pop-ups or interstitials on mobile devices, as they can disrupt the browsing experience. Instead, opt for alternative methods like inline content or banner notifications for important messages.

- Responsive Design: Implement a responsive web design that adjusts automatically based on the screen size.With Google emphasising mobile-first indexing, it is imperative to improve your website's performance on all mobile devices. Therefore, fixing website responsiveness is a critical task you have to add to your SEO checklist. You may not get your website listed in the search results if your website has responsiveness-related errors.


As a website owner or SEO professional, it's essential to prioritize the security of your website while also considering its impact on search engine optimization (SEO). Implementing HTTPS and SSL (Secure Sockets Layer) provides a range of benefits for both website owners and SEO efforts:

Protecting User Data and Building Trust

Executing SSL, a securely encrypted connection between the user and server, is vital to protecting sensitive information like usernames, passwords and other personal details. This strengthens trust and instils confidence in the users to engage with your site and share their information with assurance.

Avoiding Duplicate Content Issues

When implementing SSL, it's crucial to ensure consistency in your website's canonical URL. Using the HTTPS version as the canonical URL prevents duplicate content issues and helps search engines index and display your website correctly. This consistency signals to search engines that your website is secure and avoids potential SEO complications that can arise from duplicate content.

Future-Proofing Your Website

As the web continues to evolve, security and user privacy remain top concerns. HTTPS and SSL have become industry standards, and many browsers now mark non-secure HTTP websites as potentially unsafe. By proactively implementing HTTPS and SSL, you future-proof your website, aligning it with evolving security expectations and staying ahead of the curve in terms of user trust and SEO best practices.

Page Speed

Page Speed: An Important SEO Factor

Page speed plays a crucial role in search engine optimization (SEO) and user experience. Here are key considerations to improve page speed:

1. Ideal Loading Time: Aim to have your web pages load in less than 3 seconds. A faster loading speed enhances user satisfaction, reduces bounce rates, and positively impacts search engine rankings.

2. Individual Page Optimization: Optimize each page individually for optimal performance. Factors affecting page speed, such as images, content, and code, may differ across pages. Analyze and optimize these elements to maximize loading speed.

3. Image Optimization: Compress and optimize images without compromising visual quality. Use appropriate image formats (such as JPEG or PNG) and employ tools to reduce file sizes. Additionally, consider lazy loading techniques to load images only when they are visible on the user's screen.

4. Content Optimization: Optimize HTML, CSS, and JavaScript files by minimizing unnecessary code, removing unused scripts, and leveraging browser caching. Use minification techniques to reduce file sizes and improve loading speed.

5. Mobile Speed Optimization: Mobile speed is particularly critical, given the increasing use of mobile devices for browsing. Ensure your website is mobile-friendly and loads quickly on smartphones and tablets. To delve deeper into mobile speed optimization, refer to our blog, specifically tailored for web developers, which provides valuable insights and a checklist of optimizations to discuss with your developer.

By prioritizing page speed optimization, you enhance user experience, reduce bounce rates, and improve search engine rankings. Take necessary actions to optimize the speed of all pages on your website separately, including images, content and other crucial elements. Take the help of your developer, to improve the website speed for better visibility.

On-page SEO Factors

On-page SEO factors have ever played an essential role in enhancing the visibility of a website in search engine results, and their significance continues to hold strong in 2023. These factors encompass various strategies such as thorough keyword research and optimization, creating high-quality and valuable content, utilizing proper headings for structure and relevance, and optimizing meta tags and internal linking. By implementing these on-page SEO techniques, you can enhance your web pages' chances of being effectively indexed and displayed prominently in search engine rankings, ultimately driving organic traffic and improving overall website performance in the dynamic landscape of 2023.


To optimize your website for search engines, keywords play a crucial role. When choosing keywords, consider whether they are transactional or informational, depending on how you want your website to appear in search results. Put yourself in the searcher's shoes and evaluate whether it makes sense for your website to rank for a particular term or phrase.

- Length of Keywords: Preferably, opt for longer keywords as they tend to provide more specificity and a higher chance of targeting the right audience.

- Competitor Analysis: Conduct thorough research to identify competitor's keyword. If the competition for a particular keyword is intense, it might require more time and effort to achieve significant rankings.

Remember, keyword optimization is a continuous process, and it's essential to monitor and refine your keyword strategy periodically to stay relevant and maintain a competitive edge in search engine rankings.

Title Tag

Point 2: Title Tag

The title tag is a crucial on-page factor that significantly impacts your website's search engine visibility. Consider the following guidelines when optimizing your title tag:

Uniqueness: Ensure that each page on your website has a unique title tag. This helps search engines understand the distinctiveness of your content and improves the chances of ranking for relevant keywords.

Length: Keep your title tag concise, typically under 60 characters. This ensures that the entire title is displayed in search engine results pages (SERPs) without being truncated.

Target Keywords: Incorporate relevant target keywords into your title tag. This helps search engines identify the main focus of your page and increases the likelihood of ranking for those keywords.

SERP Display: Remember that the title tag is what appears as the clickable headline in search results. Craft a compelling and descriptive title that entices users to click on your website.

Placement: Place the title tag in the head section of your HTML document. This ensures that search engines can easily access and interpret the title tag information.

Optimizing your title tags effectively can improve your website's visibility in search results and attract more clicks from potential visitors.

Meta Description

The meta description tag is positioned in the <head> section of an HTML page, just like the <title> tag. Search engine crawlers can read its information and utilise it to create search result snippets even though it is hidden from common users. For illustration, the HTML code for a meta description tag would look like this: <meta name="description" content=" Simply said, Search Engine Optimisation is a subset of Search engine marketing, or Search marketing as it is commonly known.> This is the sole difference between SEO and SEM. Although meta descriptions do not directly impact results, they do indirectly affect SEO and rankings, which keeps them relevant and important. Here are some of the best ways to optimise the meta descriptions:

Unique meta description:For each page of your website, you should write a unique meta description. Thanks to this, Search engines can better comprehend each website's distinctive content, and users are given precise information about what to search for.

Meta description length:Do not exceed 220 characters. Keep the length of your meta description to a maximum of 220 characters to guarantee that the entirety of it appears in search results. Longer descriptions could be cut short, making it challenging for viewers to comprehend the page's information.

Accuracy:Create a meta description that briefly and accurately sums up the main subject or objective of the page. Users can consequently evaluate right away whether or not the page is appropriate for their needs.

Avoid auto-generated descriptions:Avoid utilising automatically generated meta descriptions whenever possible. These might save time, but they frequently lack the degree of detail and relevancy that entice visitors. Better results can be obtained by spending the effort to manually write distinctive descriptions for each page.

Include keywords:To make your meta descriptions appear more prominently in search engine results, include relevant search terms in them. By using these keywords, you can make it easier for search engines to interpret the content of your website and connect it with related user queries.

Avoid generic descriptions:Users are less inclined to read generic descriptions that offer no specific information about the page. For the best results, create original descriptions that accurately capture the page's content and value offer.

Make it actionable:A call to action can be included in a well-written meta description to persuade users to click on the search result. To avoid a poor user experience, it's important to maintain a balance and refrain from using too many or misleading calls to action.

Add a date: If your page's content is frequently updated, consider including the most recent version date in the meta description. Users will feel more comfortable visiting your website because of this indication that the information is up to date.

Add features and benefits:In the meta description, emphasise the unique qualities, advantages, or solutions that your website or particular page offers. This can make it more likely that users will choose your search result above others and raise the possibility of bringing in targeted traffic.By making your meta descriptions more compelling in search results, you may more effectively convey the value of your pages, increase the number of people who click through to your website, and more.

Heading Tags

A webpage's headers and subheadings are defined by the heading tags in HTML, notably the <h1> tag. The primary heading tag that is prominently displayed on a webpage in HTML is called the "H1" element. It is frequently used to denote a page's or post's title. The H1 element's content is enclosed by the <h1> and </h1> tags in the HTML code. To make the text effectively stand out, the H1 tag is typically formatted differently from other elements on the page.

The page title and the H1 tag serve different purposes and exhibit different traits:

  • The search snippet's primary heading in search engine result pages (SERPs) is determined by the title tag.
  • The title tag is included in the page's header (header>) and is visible in the browser's title even though it is not visually displayed on the webpage.
  • Users can see the H1 tag when they are browsing the website.
  • The title tag conveys the main idea of the page's content to search engine crawlers, acting as a vital signal.
  • To ensure consistency and relevancy, the H1 tag should preferably be identical to or slightly different from the page title.
  • The H1 tag and other headings should contain keywords to improve search engine optimisation.
  • Avoid using lengthy headlines that could negatively affect user experience.
  • The H1 tag must be visible to users and not concealed.
  • The H1 tag can stand out by being styled differently than other headings.
  • To effectively organise the text, headers should be used in a hierarchical fashion (e.g., H1, H2, H3).
  • Only one H1 tag, or principal heading, should be present on each page.
  • The content of H1 tags should appropriately reflect the user's expectations and correspond to their intent.
  • You could boost your website's visibility, readability, and relevance for both visitors and search engines by making good use of H1 tags and page titles. Here are some ways in which you can make correct use of the heading tags:
  • Use headings logically and hierarchically, using the notation H1, H2, and H3. This enhances readability and organises the text.
  • Only use one H1 tag per page, and make sure it appropriately reflects the page's purpose and content while also aligning with the user's intent.
  • When other formatting options, such as bold or italic text, are more appropriate for emphasising certain parts, such as header tags (e.g., H1, H2), avoid using them.
  • The use of headlines shouldn't be excessive. Use them wisely to improve the page's readability and for structural and navigational objectives.
  • Not every heading style needs to be used on a single page. You can use only an H1 heading and H2 headings as needed, depending on the length and type of your material.
  • By combining the usage of headers with other formatting components, work towards a balanced approach. A page can be made more aesthetically pleasing and well-structured this way.


To raise your website's exposure and rating in search engine results pages (SERPs), you must strategically alter and improve the content of your website. This process is known as SEO (search engine optimisation). The objective is to make your content more appealing to consumers and search engines by aligning it with their best practices and rules. This will eventually increase organic traffic to your website and enhance its online presence. Here’s how you can optimise your content for the best results:

Start with keyword research: Research keywords thoroughly to find those that are relevant to your content and have a high performance. Your strategy for content generation and optimisation will be guided by this.

Position the primary keyword: Place your primary keyword in prominent positions, such as in the headline or the introductory paragraph, to indicate the content's relevance to search engines and users.

Incorporate long-tail keywords: Use long-tail keywords in your subheadings to increase context and relevance for search engines while also making your material easier to read and better organised.

Use LSI (Latent Semantic Indexing): Include terms and phrases that are semantically connected to your core theme in your keyword and phrase list. This aids in search engines comprehending the relevance and context of the information.

Pair texts with non-text content: For pictures, movies, or other non-textual components, use descriptive alt tags, captions, or surrounding text. This increases accessibility and aids in search engines' comprehension of the content.

Clarify user intent: Make things clear from the start and satisfy the user's intent. Make sure the material you create directly responds to the user's search intent. To captivate and please readers, clearly state the goal and significance of your material from the very beginning.

Write long-form content: Search engine rankings can usually be improved by in-depth, informative and well-written content. Aim to write longer articles or blog entries that cover the topic in-depth, offer insightful commentary, and try to answer as many of the reader's questions as possible.

Use a table of contents: Consider including a table of contents at the beginning of lengthy articles. This improves user experience, makes navigating simple, and can help search engines understand the organisation of your material in a better way.

Add internal links: Include internal links to other relevant pages on your website in your content to direct readers there. This improves user interaction, and website navigation, as well as aid search engines with content discovery and indexing.

Add external links: Include trustworthy external links to sources that can be relied upon to help support and improve the information you offer. This can raise your content's worth and credibility in the eyes of both users and search engines.

Improve the readability: Improve the readability of your information by using appropriate formatting, subheadings, bullet points, and paragraphs. Information should be arranged such that it can be easily scanned by both users and search engines.

Optimize non-text elements: Utilise descriptive file names and relevant alt text to optimise your image files. Images should be compressed for quicker loading. To increase accessibility and search engine comprehension, take into account optimising videos with appropriate titles, descriptions, and transcripts.

Don’t forget the Call-To-Action: Always offer a call to action (CTA) or an exit to users. After reading your content, encourage readers to take the required action, like subscribing to a newsletter or browsing through related information. Moreover, offer customers easy ways to leave your website so they can access other parts of it.

Internal Links

The act of linking web pages within a website is known as internal linking. There are two types of links on a webpage: external links, which point to pages outside the website, and internal links, which come in two variations. The first variety uses links that connect to other pages within the same domain, but the second uses links that point to other pages inside the same page. Internal linking makes it easier to navigate websites, links together relevant material and makes it easier for search engines to understand and crawl the website's structure.

Internal links are essential for website optimisation because they make it easier to navigate, link relevant sites together, distribute page rank, and improve search engine visibility. They facilitate user navigation, group pertinent content together, distribute authority among pages, and aid search engines in recognising key pages. You can optimise website structure, increase user experience, and make important pages more visible in search engine results by employing internal links wisely.

Internal linking is essential for directing users and search engines to your website's most important pages. Internal linking is important for the following reasons:

Not all internal links are equal: Internal links should be positioned within the text of the page or post rather than in the header, footer, or sidebar to offer genuine value.

Linking from new pages to old pages: Although it is customary to link from new pages to older or existing pages, it can also be advantageous to establish links from established pages to fresh content. Search engines can find and index new information more effectively as a result.

Passing page rank: Internal links can be utilised to transfer page rank from authoritative or highly ranked pages to other pages on your website. This can boost the pages' prospective visibility and ranking.

Safe use of keywords in anchor text: Using keywords in the anchor text of internal links is acceptable and does not violate regulations. Search engines and consumers could benefit from more context and relevance as a result of this practice.

Internal links should not be introduced merely for the sake of adding links; rather, they should be added with purpose and relevance. Make sure the links add to a fluid surfing experience and make sense to both people and search engines. Here are some recommended best practices for internal linking:

Add internal links to benefit the user experience: Include internal links where they make sense for the content and improve the user's experience by directing them to related sites or offering them more relevant information.

Use keywords in the anchor text of internal links: While it is acceptable to do so, it is best practice to refrain from overdoing it. To keep it natural and different, aim for a well-balanced blend of keyword-rich and non-keyword anchor text.

Limit the number of internal links per page: Excessive internal linking in the body of the content is generally discouraged. To maintain a focused page, a decent rule of thumb is to limit the number of internal links to 15 to 20 per page.

Check for broken internal links: Regularly inspect your website for broken internal links because they might have a negative influence on SEO. Make sure that every internal link works and takes people to the correct pages.

Link related pages together: Link to pages that have relevant material and offer users additional value. Avoid connecting sites that don't belong together only for the sake of internal linking.

Give priority to important pages: Give pages that you wish to rank higher a greater number of internal links to increase their visibility in search engines. This can assist search engine crawlers understand how important they are.

Image ALT Text

Image ALT text, commonly referred to as alt attributes or alt tags, is an important aspect of picture optimisation for search engines and accessibility. ALT text is a short, descriptive text that offers an alternate explanation of an image when it cannot be viewed or accessed by users, such as when an image cannot load or when it cannot be viewed by visually impaired people.

It's essential to provide alt text for every image you use for the following reasons:

Failure to load an image: In this case, the alt text value is shown in its place. By doing this, users with slow internet connections or other technological difficulties can nevertheless understand the image's context and information.

Enhancing Accessibility: Alt text makes a website more accessible by giving screen reader users who are blind or visually impaired a description of the image. It enables users to understand the page's visual information.

SEO Advantage: Alt text helps search engines comprehend the context and subject matter of an image. The visibility of your website in image search results can be increased by including descriptive alt text with relevant keywords.

Anchor Text for Image Links: The alt text of an image that is used as a link acts as the link's anchor text. It gives customers and search engines more context and details about the location or objective of the connected material.

Alt text and SEO

Setting up alt text for the images is necessary for their optimisation since it helps search engine crawlers comprehend the subject matter of the image. Even though search engines also employ image processing algorithms, properly utilised alt text offers a significant clue. Alt text can help a website rank higher in search results since Google occasionally takes it into account when deciding on relevance. Include important keywords or terms that are closely related to them in your alt text to improve their SEO performance. Consider how to effectively convey the image to users who cannot see it when writing the alt text for the image. When employing lazy loading, a method that speeds up page performance by loading images as visitors browse, adding alt text can be very important. Include alt text for every image, including background images, button images, and logos, with a focus on accessibility. You can improve image SEO, accessibility, and search engine exposure of your website content by giving alt text optimisation priority.

How to set the ALT text of an image?

Two approaches can be used to do this task:

1) Manual HTML code editing: You can manually add alt text to your website's images by modifying the HTML code. Using the "alt" element of the <img> tag, you can provide the ALT text of an image in HTML. When an image cannot be loaded or is unavailable, the ALT attribute provides replacement text that describes the picture's content and is shown. The ALT text can be set as shown below:

<img src="image.jpg" alt="Description of the image">

Replace "image.jpg" with the path or URL of the actual image file in the aforementioned code. The "alt" attribute's "Description of the image" text should include a concise and detailed overview of the image's content.

2) CMS integration: You can use the built-in functions of a Content Management System (CMS) like WordPress, Joomla, or Drupal to quickly add alt text to your photographs. Without having to manually adjust the HTML code, the majority of CMS platforms offer a user-friendly interface where you can change picture settings, including alt text.

Additionally, it is beneficial to use structured data, particularly Image Schema, to give search engines more specific information about the content of your photographs. You can improve how well search engines comprehend the images on your pages by adding pertinent structured data markup, potentially increasing their visibility and relevance in search results.

Off-Page SEO Ranking Factors

Off-page SEO elements include activities and tactics that take place away from your website but have a big impact on its reputation, authority, and credibility. Off-page SEO in the year 2023 emphasises acquiring high-quality, relevant backlinks while prohibiting spamming and irrelevant practices. The following are the most important off-page SEO considerations:

Link Building

In the process of building links to your website, you aim to accumulate "votes" to surpass your competitors and achieve higher search engine rankings. When someone references your website or blog from their site, it indicates to search engines that your page contains valuable information. In the past, various techniques were employed, such as blog directories where each entry had a link pointing to a website, utilizing forum signatures to obtain backlinks, leaving comment links on other websites or blogs, publishing articles in article directories to gain backlinks, and participating in link exchange schemes where webmasters would mutually link to each other's websites. These practices were employed to increase the number of backlinks pointing to a website.

It's important to remember that these strategies are out of date and useless in the SEO environment of today. Using such tactics can harm the standing and reputation of your website. It's preferable to concentrate on creating high-quality, pertinent backlinks naturally, such as by producing worthwhile content, networking with authority websites, and gaining links from other websites.

Several algorithmic changes that aim to safeguard the integrity of search results and combat spamming practices have made substantial advancements in Google's ability to recognise and penalise black hat approaches. Significant updates include:


Introduced in February 2011, Panda was designed to attack low-quality websites and content farms that offered users little value. This change was made to promote authoritative, high-quality information while degrading low-quality websites in search results.


Launched in 2012, Penguin was designed to target manipulative link-building techniques, link farms, low-quality connections, and excessively optimised anchor text. The upgrade aims to make search results more dependable, trustworthy, and representative of the authority and significance of websites in real life.

Social Media Marketing

An important part of off-site SEO is social media marketing, which is interestingly seen as a sort of link-building. Even though the majority of links from social networking platforms are "nofollow" links, they are nevertheless valuable for increasing business visibility, user engagement, and referral traffic. Additionally, social media mentions are becoming more widely acknowledged as important ranking determinants. Furthermore, optimising and properly setting up social media profiles might benefit SEO initiatives. Businesses can improve their internet presence, draw in more customers, and possibly even climb the search engine rankings by appropriately utilising social media.

Brand Mentions

Google favours branded websites and give them a higher search result ranking. This is due to the perception of brands as being more dependable, trustworthy, and capable of delivering a great customer experience. The fundamental idea behind the value of knowledge, standing, and reliability is the same. Google is aware that consumers are more likely to trust well-known businesses, which increases user satisfaction.

It's important to distinguish between social media marketing, link building, and brand mentions. When your brand gets discussed online, whether in forums, articles, reviews, or social media networks, it is referred to as a brand mention. Brand mentions do not always offer a direct link to your website, unlike conventional link building. However, they continue to support increasing brand recognition, trust and authority. Brand mentions can tangentially improve the exposure and reputation of your website, even if link building and social media marketing are important for SEO since they create backlinks and drive traffic. You can boost the perception of your brand and make a good first impression on people and search engines by building a strong brand presence and creating positive mentions across a variety of channels.

Customer Reviews

Customer reviews, whether for your company, website, services, or products, have a big impact on your results and are thought to be one of the most powerful off-page SEO strategies, especially for local online marketing. Even though a lot of reviews may contain the "nofollow" tag, if they come from reliable sources like Google My Business, Yelp, Trustpilot, and others, they can help your local search rankings. Google takes these reviews seriously and uses them as a ranking indication.

It's vital to claim your company profile on the most popular review websites and to encourage your clients towards sharing their feedback. Utilising reviews as part of your off-page SEO strategy can improve your website's exposure on search engines and build user trust. You can increase your internet visibility and draw in more potential consumers by showing pleasant customer experiences and developing a strong reputation through reviews.

Nofollow Links

A form of hyperlink attribute called "nofollow" is used in HTML code to instruct search engines not to send any "link juice" or authority from the linking page to the connected website. When a link is marked as nofollow, it essentially tells search engines they shouldn't follow it to the connected page or use it as a ranking factor. Nofollow links are used to stop spam and the unfair manipulation of search engine results. They are frequently used for links to user-generated material, compensated adverts, or unreliable sources. The rel="nofollow" element in the link's HTML code indicates it is a nofollow link.

Even if nofollow links don't convey link authority, they are nevertheless valuable for SEO. Gaining nofollow links from authoritative websites like Forbes, Entrepreneur, or Inc can increase traffic to your website and the visibility of your business. Despite being nofollow links, these mentions of your brand help to build its reputation and online visibility because Google uses brand mentions as a ranking factor. Overall, nofollow links are advantageous for traffic creation and branding even though they may not have a direct impact on search rankings.

Selling links, participating in link exchanges, or accepting paid posts that contain "dofollow" connections are all against the rules. Google can additionally penalise a website for having an excessive number of outgoing links. Linking to only reputable websites is advised. It is preferable to apply the "nofollow" attribute for the link if you are unsure about the legitimacy or quality of a website. A "dofollow" link is appropriate, for example, if you are connecting to a credible study in an article about SEO. However, it is safer to utilise a "nofollow" link if you are linking to a download site where trust is not ensured. You can maintain a sound linking strategy and reduce potential penalties by exercising caution and following these guidelines.

Aiswariya K

Writen by

Aiswariya K

Posted On

May 20, 2023

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