Pragmatic SEO recommendations
Marketing site is an important part of any commercial project. SEO performance affects not only the reach of marketing campaigns but also their cost-effectiveness: better-scoring sites pay less for ads.
As one of the leading Israeli-based software development companies that has specialized in the web, we would like to share some of our internal SEO development guidelines with the community.
SEO optimization is very extensive and dynamic field: there’s virtually no limit to possible optimizations. Fortunately, in our experience, pareto principle (80% results come from 20% of effort) applies: a set of relatively simple techniques allow to achieve almost-optimal results, while additional tweaking rarely results in measurable SEO performance increases.
Before you hire SEO specialist to optimize the content, a simple self check can show, whether your site implements best practices at technical level. Keep in mind that suboptimally built site could make great content perform poorly!
A good way to evaluate SEO score of the site (and also see the list of problems and recommendations for fixes) is to use the evaluation tools, such as:
Google Insights – https://developers.google.com/speed/pagespeed/insights/
SEO Checkup – https://seositecheckup.com/
We recommend running these checks before and after any significant change to your site to make sure that no new tracking code or plugin or structure change is causing decrease in SEO score.
Here is the checklist of items that affect the SEO score and should be implemented before you dive into any content optimization:
Meta title is present (recommended length between 30 to 65 characters).
Meta description is present (recommended length between 70 to 200 characters).
The site is correctly displayed on mobile devices and tablets.
No broken Links.
Site pages must have SEO friendly slug (for example: mysite.coml/blog/what-is-friendly-url).
No JS Errors (should be 0 severe errors)
Social Media – sharing to main social networks (client’s choice) should be implemented.
Snippet for social network sharing (usually controlled within site’s CMS) – the pics and text in the shared snippet should be defined by site admin (default settings are usually empty or irrelevant).
Ads / analytics scripts (such as Google Analytics, FB, etc.) – it’s recommended to use google tag manager to easily disable unused / heavy ads and analytics (usual cause for performance penalties)
Favicon is present.
HTTPS certificate should be present and properly configured.
Every page has one H1 tag and few H2 and H3 tags (for better semantics).
“robot.txt” file is present.
Site map is present.
Accessibility widget is installed
Privacy / Terms and Conditions / Cookies policy pages are present.
Every picture on the site has alt description.
Don’t hesitate to contact us if you want to develop a new product or to maintain an existing one.
Initech Software Services Ltd