You know the algorithms behind search engines, which will update regularly and is meant to provide the best results for searchers.
Google has confirmed that they will update the algorithm 500 times in a year! You might have heard that without updating SEO Skills, one cannot survive in this industry. The tactics used 3 years back in SEO will never work today as it has got updated and I am pretty sure that down the time it will keep on updating.
But the truth is that challenges and opportunities go hand in hand all the time. I’m writing this blog, not for beginners, but it's advanced and narrated from my real time hands-on experience.
I assume that all of my readers are well aware of basic ON-Page tactics. Here I’m writing advanced ON-Page strategies to outrank your competitors and I hope all experienced folks will know these tips but make sure you implement it.
tripanto's handpicked top 8 SEO Strategy that will outrank competitors and drive more organic traffic are:
1. LightHouse (Web.DEV)
Google has given a lot of opportunities to resolve all the technical issues associated with our website. Go to web.dev and paste URL, You will get a bunch of free site speed and SEO audit. Fix all the technical issues mentioned there (some of them cannot be fixed), but at least we can gain 80+ out of 100 in "performance", accessibility, best practice and SEO.
Don’t let go these opportunities, it's a free resource by Google developers – Lighthouse. Almost all the On-Page issues are highlighted here, take a moment with your developer and get it done, it's a great opportunity.
Earlier we used to depend on third-party paid tools to get done these audits earlier, now it’s your turn to make your website SEO Friendly.
Have a look at our SEO Client's traffic has impacted after fixing those issues.
We fixed all the SEO issues on a pointed date and see the sudden spike in organic traffic of our client website.
2. Advanced Meta Tags
All of us well aware of Meta title, Meta Description and Meta Keywords (no importance), of course, we want to optimize these very perfectly. But try to implement the following advanced Meta Tags
This tag is used to specify the website/business location to the search engines. It is very important to have this piece of code when targeting different countries with ccTLD. On top of it, Geo tagging is efficient for all Local Businesses, in this way they can tell Google and users that their location can be found on that specific area.
Here are examples of a geo tag:
Geo microformat (coordinates display visibly)
Facebook Pixels or Open Graph tags: (Facebook pixels use in a different category)
A standard FB pixel look like this:
Facebook OG Tag:
These marketing tags are used to display specified image/video of a particular page linked to the website
Ever wondered how Facebook knows the content of the website?? FB crawls the link and look for “open graph” on that web page.
The code looks like this:
What webmasters specified on these tags is going to show on the preview/post they shared. And these codes should come in the header part.
The function of Twitter cards are similar to OG Tags. Twitter Cards are a great partner for your SEO strategy (no direct impact on ranking) as it helps to improve engagement, increase CTR and conversions. Along with it also improve your content so that it outreach all social Media, develops your local SEO and thus help in branding.
There are 5 types of Twitter Cards:
- Summary Card
- Summary Card with large image
- Player Card
- App Card
- Lead Generation Card
Twitter cards looks like:
To add it to your website, you need to paste this code in your webpage HTML header section
Schema markup tells the search engines what the page is really about. It’s a simple code, added to the website that encapsulates more information about your website, displayed below the title tag. It helps search engines to understand the website’s content and thus better indexation.
For newbies, schema sounds bit tricky, but I bet you if you leave no stone unturned then for sure you will get it.
Neil Patel said in one of his latest evaluation in SEO called Schema Markup that there is no direct impact on Ranking. Schema markup improves CTR and hence better traffic. This On-Page technique is powerful but least used.
There are three types of schema markups in the most popular search engines.
Being the biggest fan of JSON-LD, I think it’s very easy for humans to read and implement. JSON-LD is a lightweight Linked Data format. It is based on the already successful JSON format and provides a way to help JSON data interoperate at Web-scale.
As like other bloggers I’m not going to spoon feed you all (keep in mind, this blog is for masters, not beginners). Go to JSON-LDhttps://json-ld.org/ and you will get all the details there.
Validate all your schema in Google’s Structured Data Testing Tool
Types of Schema Markup
Website Schema Markup
This markup helps to generate the Site links. Search Box feature; of course, you must have an existing site search on your website to enable the Sitelinks Search Box element.
Site Navigation Markup
Deploying this markup will help search engine to understand the structure and navigation of the website. This schema will generate organic sitelinks and more organic clicks
Here is the sample code:
Breadcrumbs Schema Markup
This Schema markup explains the navigation elements of the website. Instead of displaying the URL path in search results, it will generate breadcrumb rich snippet in the search engine result page.
A page without Breadcrumbs Schema Markup in SERP
A page with Breadcrumbs Schema Markup in SERP
Organization Schema Markup
Like the picture shown above, when searched you can find it on all popular organization or company. The schema organization also shows the company logo, its niche, description of the company, social profiles, and equity and contact information.
Organization schema code looks like this:
Schema Person Markup
The Person schema Markup gives details about an individual’s profession, birthdate, contact details and image. You can find this markup results for all famous person
Person schema code looks like this:
Local Business Schema Markup
This schema adds more details about your local business. It delivers more information about contact details, working hours/holiday, busy timing and other useful information. This snippet also has options to edit/suggest to make that “my business card" more relevant.
Local Business schema code looks like this:
These schemas highlights recipe ratings and display the photos in SERP. This snippet plays a vital role in CTR. Be honest! Here is the search result with recipe schema and without the schema. And now it’s your turn, which one you will go and click? Now you got the reason why CTR improves.
One of my favorite schema. Being SEO’n, blogging is our routine and all we expect is to have a good number of visitors and leads from each blog we write. Blog post schema helps fast indexation and understands search engine about what is the blog post about.
4. Website Coding: (web.dev)
During the website audit, we came across hundreds of unwanted code written on the page for some minor reason. If source code is simple and clean, then search engine crawls easily and index firmly. Simple source code can load page very fast.
Keep in mind that, we are writing about only advanced things. There are basic source code optimization tactics like Title tag, Meta description, H1 tag, image alt tag, etc should be fixed before reading the next.
We have a few suggestions to concentrate on source code when it comes to SEO
Multiple head elements & Meta Tags
I have seen this issue several times with wordpress sites. It’s all due to the usage of different plug-ins for a same purpose. Make sure to use single and most reviewed plugin to feed the task. Cross check twice of these HTML tags and remove the excess codes.
When checking the source code of a website, you might find excessive amounts of script code embedded on each page. The best practice is to separate that code in to its own root file and call whenever required or use external scripts file. This practice will reduce page size and loading time.
Server side code
I have seen lot of websites embedded with codes belongs to server side like PHP, C#, VB.net, etc. Needless to say, this code should never show up into HTML source code. If you found one (please see below) ask your developer the requirement of these server codes and contact your hosting provider to fix this.
5. Website loading time
Google has announced in 2012 itself that your website loading time has a huge impact in the ranking. Ideal load time for a normal website is 3 seconds and 7 seconds for e-commerce sites. And now, search engines are more concerned about page loading time in Mobile devices. The most recent (March 2018) update in SEO is “mobile first indexing”.
Being a webmaster, it's our duty to get page speed at least above 85/100. You will get all insight/opportunity to improve page speed from Google Page speed Insight
Make sure your website doesn't have following issues (As per Google page speed insight)
- Serving non scaled images
- Enable gzip compression
- Leverage browser caching
- Optimize images
- Landing page redirects
6. Internal Linking
Internal links are the links going from one page to another page in the same domain. These links are helpful in SEO for 3 reasons.
- 1. Website Navigation (UX of website matters Ranking)
- 2. To pass link juice (improve Page authority (PA) )
- 3. Establish site architecture hierarchy
This is one of my favorite SEO tactics and very easy to implement.
Read Everything about Internal Linking Strategy https://www.orbitmedia.com/blog/internal-linking/
7. Server side SEO
Recently we came across a website audit. The owner of the website claiming that they are doing SEO from last 1 year and ranking has not improved even 1%. We audited website deeply, all on-page seems to be done perfectly, No algorithmic hits and link building strategies also seems to be fine.
This issue became our nightmare for next 2 day. And finally, we dictated that it is due to the client side server issues and rectified within 2 hour.
Let me elaborate it!
In two way we can host our website. One by hosting in the server, commonly known as server side hosting and next by the client side.
Server side rendering is widely used and it is also the traditional way of hosting as its SEO friendly. Server renders complete HTML page of requested URL for the user query. This way of rendering is fast and supportive in almost all major search engines and it is also good for SEO
Let me explain client-side rendering and how it works.
We suggested changing the hosting to server side and that issue got resolved. After 1 month of successful implementation, all the keywords achieved the best position and happy everywhere.
If your website is medium sized, never go with client-side server.
8. UX/UI of website
User experience or UX is considered as the most underrated aspect of modern SEO.
If your website is stuck in 2nd or 3rd page, even though you completed On-Page and build links. Chances are you are serving poor user experience to web page visitors
Three important factors affecting UX are
- 1. Audience understanding
- 2. Social share Everywhere
- 3. visual contents
Let me explain each one in detail
The visitors get annoyed by these features (for some users) and hence loading time tends to the left website immediately. It reduces our bounce rate and eventually drops the ranking. Which one is better when it comes to registering a form?
Putting the entire request in one page or breaking them up in multiple stages?
The psychology behind large registration forms is actually very engulfing to users; they might think why I should fill these large forms. User’s simplicity is considered here most, so start fragmenting your huge registration forms and see the difference.
User experience test has proved that the multistep process has always been most preferred and you have seen such practice in E-commerce cart of the website like Amazon, Flipkart, etc.
Social share everywhere
Seen thousands of websites - blogs, content sites, video and image sites, they offer an overwhelming quantity of “tweet this”, “like company page”, “share this”,”+1”, “pin it”, etc. And most of the time user get irritated and wants to leave the website.
What I’m suggesting is give 1 or 2 social share buttons at every bottom of a particular page. If your content/product is really worthwhile, definitely you will get a social recommendation from users. Try this!
Visual designs are critically important
Make your content more alive and realistic than dead by adding more next-gen graphics like, gif, infographics, statistics, videos and better typography than writing a formal content.
People never scroll (Myth):
Recent research in UX proved that the user’s intention is to scroll. They will never leave the website without seeing at least 60% of scroll. So thinking that users doesn’t scroll is a totally a myth.
So you don't want to through all the content above the fold. Make it neutral
As all of us knows that Google changed their speed test algorithms by last November (2018) after the evolution of smartphones, web traffic outleaped by mobile traffic