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TONGUE English Spanish Deutsch Français Italian Português (Brasil) 日本語 © 2008–2024 Semrush. All rights reserved.What is Schema.org? A Beginner's Guide to Structured Data Chiara Clemente Nov 24, 2022 8 min. of reading What is Schema.org Schema markup ( schema.org ) is a structured data vocabulary that helps search engines better understand information on your website. When search engines recognize the meaning and relationships behind entities, they can provide rich results, or rich snippets . Like this: img-semblog Schema.org is a language used to represent data - the actual data is called structured data . Structured data organizes the contents of your page and makes the information easier for Google to understand.



For example, you can use structured data on a birthday Croatia Phone Number List cake recipe page to let Google know about baking time, user ratings, and more, like in the image above. In this article we will talk about: The different types of schema markup Why schema markup is important for SEO How to generate and test your schema Let's start with some examples. Schema markup types Schema markup is code that describes the elements of your website in a language that all major search engines understand . This way, search engines can present users with more advanced results. How-to markup, for example, tells Google that a specific piece of content is a step-by-step guide. Google can then provide users with a preview of each step within the search results page: img-semblog Google includes 32 schema types .





These are: Item Book Breadcrumbs Carousel CourseEvent Fact check Frequent questions Activities to do at home Instructions Image metadata Job posting Instructional video Math solvers Movie Education Q&A Estimated salary Podcasts Exercises Questions and answers Recipe Review snippet Software apps (beta) Speakable Subscription and paid content Video Here are five common examples of Schema.org markup and their appearance in the SERP (search engine results page): The Logo markup Logo markup tells Google what your logo is. This way, your correct logo will appear in Google's knowledge panel whenever someone searches for your company. Here's what the logo markup looks like in action: img-semblog The markup of Local Activities Local business markup indicates which elements of your website contain contact information, your address, and other important details about the business.



Google then displays this information in the Local Business panel on the right side of some SERPs. This markup ensures that Google provides the right information to searchers and encourages local traffic. Here's what it looks like: img-semblog The markup Reviews Review markup adds a star rating at the bottom of the results page. Show searchers what other users think about your site or products. This markup is useful because customers are more likely to purchase products with reviews . Here's what review markup looks like in action: img-semblog The Sitelink markup Sitelink markup adds additional navigational links to your listing on the results page. Instead of just a link to your home page, users will also see links to your careers page, blog, and other important search pages or categories on your site.



Here's what the sitelink markup looks like in the SERP: img-semblog The Product markup Product markup gives Google more information about the products on your site , so searchers can see more details directly on the results page. It also provides Google with an image of your product that can appear in Google image search. Image searches account for 22.6% of all searches , so you can miss out on a lot of traffic if you ignore them. Here's what the product markup looks like in action: img-semblog Google will not show rich results for all pages with structured data. However, by adding schema markup to your site you will have a better chance of getting a rich result that takes up more space on the results page.



For example, your site might appear simultaneously as an organic result, as an answer to an FAQ , and as a video on the same results page. This way there are several possibilities for a user to click on your site, all from a single search. Why is Schema Markup important for SEO? The purpose of data structuring is to communicate better with search engines. When Google understands entities on a deeper level, it delivers better results to searchers. Elements such as rich cards , rich snippets and knowledge panels appear in SERPs after gathering information from structured data. While there's no evidence that Schema.org markups improve your rankings, we know that they offer a number of opportunities.



For example, a search result without a sitelink doesn't show searchers much more than the title and meta description of the linked page: img-semblog On the other hand, a sitelinked search result provides searchers with the linked main page along with similar site pages that may be of more interest to them: img-semblog If the user was not enticed to click by the title tag, there are still some possibilities to attract him with sitelinks. Some structured data also acts like digital billboards. Costco occupies the entire above-the-fold portion of the SERP thanks to all the rich snippets it has: img-semblog Studies show that the improved visibility offered by rich results can improve click-through rates . In fact, users click on advanced results 58% of the time versus 41% on non-advanced results .



Google has also stated that properly structured data can improve the overall appearance of search results (and therefore user experience). For example, with structured reviews Google can show recipes with the most five-star ratings at the top of the results. img-semblog Or, thanks to structured data on songs and albums , Google can show the songs sung by an artist in the form of a series of cards (rich cards). img-semblog While there is no concrete evidence that structured data actually has an impact on rankings, it significantly improves the search experience . Users can read FAQs, see ratings, learn important business information, and more without ever visiting a page. This can broaden your brand's reach and, as mentioned, potentially increase click-through rates.



How to generate and test your own Schema for your HTML There are three code languages ​​you can add to your HTML to tell search engines what exactly is on your web page: JSON-LD, microdata, and RDFa. JSON-LD (Javascript Object Notation for Linked Objects) JSON-LD is a script added as a data block, separate from the rest of a page's code. Google recommends using JSON-LD "whenever possible" because JSON-LD data blocks are easier to organize and change or modify when necessary. Here's what this format looks like: img-semblog In this example, the web page code, <p> My name is Kelly </p>, is completely separate from the underlying JSON-LD script. Microdata Microdata essentially does the same thing as JSON-LD but is formatted differently.



The code must be embedded in the HTML of a web page, which means it is less easy for beginners to write and update. It is also more difficult to use at scale for larger websites (such as e-commerce sites). Here's an example of microdata in action: img-semblog RDFa (Resource Descriptive Framework in Attributes) The RDFa format is similar to microdata in that it is added to your page's code through HTML tags and attributes. However, it is a little older and more complex. The advantage is that it can be easier to integrate with other applications or platforms that use it. In practice, it looks like this: img-semblog How to Generate Schema Markup for SEO Google's Structured Data Markup Assistant makes generating schemas easy.



Here's how to use it: Step 1: Select a data type Choose one of the common structured data types from the list provided. For this example, we chose "Articles". img-semblog Step 2: Paste your URL Paste the URL of the page you want to add the markup to. You can also paste the HTML. Then click "Start Encoding". img-semblog The tool will load your page so you can start coding it. Your web page will appear on the left side and your data will appear on the right. In this way: img-semblog Step 3: Start marking up the page To get started, highlight the selection on the left that you want to mark.



For an article, you can highlight the author and choose the "Author" item from the menu that appears. img-semblog The tool will take the author's name and place it next to "Author" on the right side. img-semblog You can also add tags to elements that aren't on your page. On the right side of the page, scroll down until you see the "Add missing tags" button . img-semblog Clicking the button will open a pop-up menu where you can manually add tags. For example, we manually added structured data to the URL tag. img-semblog Continue adding markup elements until you are ready to generate your HTML. Step 4: Generate the HTML When you're done, click the "Create HTML" button at the top right of the screen.



img-semblog You will get the code to add to your site. Click on the drop-down menu above to choose between JSON-LD (recommended) and microdata. Step 5: Add markup to your site Now that you have the updated code, add it to your CMS (content management system). You can choose to copy and paste or download the entire HTML file and upload it to your site. img-semblog When you're done, refresh the page you're working on. Click the "Finish" button to get a list of instructions if you are unsure how to complete the next steps. img-semblog Now it's time to test the markup added to the page. Step 6: Verify the structured data Google recommends using its Advanced Results Testing tool to test your schema markup: img-semblog Enter the URL or code snippet.



Errors, warnings, and detected schema markup will appear on the right side of the screen: img-semblog If you need to fix any errors, you can edit the code directly on the left side of the page. After making changes, click on the "Test" button at the bottom of the page to test again. You can also test your entire site for schema markup issues with our Site Audit tool . Create a new project or click on an existing project in your Site Audit dashboard. img-semblog Look for the Markup section on the Overview tab . Then click on the "View details" button. img-semblog You'll get a markup score that indicates how valid or invalid your schema data is.



The higher the score, the fewer errors your site has. img-semblog To see the full list of errors, scroll down to the "Structured Data Elements" section . Click the "View all invalid items" button. img-semblog Click on any entry in the "Affected Fields" column to see the specific errors for each identified issue. img-semblog If your site has errors, consult Google's Structured Data Markup Assistant to generate new markup and validate it again with the Advanced Results Test . If you want to test your code for another search engine, you can use Schema.org's Schema Markup Validator . Find and fix Schema markup problems with Site Audit tool. Try it for free! → ADS illustration Share Find keyword ideas in seconds Improve SEO results with powerful keyword research Enter the keyword Free keyword research tool CHIARA CLEMENTE Marketer with a gigantic passion for videos.



In Semrush I found my dimension as a manager of the Italian market: I have the opportunity to experiment in all areas of marketing, from emails to videos, from SEO to digital, and I have the opportunity to always learn new things. Sign up to learn more about: SEO Your email By clicking the "Subscribe" button you accept Semrush's Privacy Policy and allow Semrush to use your contact information to send the newsletter Trial Semrush banner Promote your digital marketing efforts Try it for free USA, 800 Boylston Street, Suite 2475, Boston, MA 02199 [e-mail] Start using Semrush! or discover our plans and prices SEMRUSH Functionality Prices Successful cases Semush in numbers Insights News OTHER TOOLS Analysis report Projects Content Marketplace Agency Partner Affiliate Program SEOquake Sensor Prowly Kompyte App Center SEO for multinationalsHow to rank higher on Google in 8 Steps Brian Dean Nov 22, 2022 14 min.



of reading How to rank higher on Google in 8 Steps INDEX Step 1: Improve your on-site SEO Step 2: Monitor your technical SEO Step 3: Match your content to search intent Step 4: Reduce your bounce rate Step 5: Find even more keywords to target Step 6: Publish very high-quality content Step 7: Drive backlinks to your site Step 8: Track and monitor your results Bonus Step 1: Increase your CTR Bonus Step 2: Use Internal Links Conclusions In this post I will show you EXACTLY how to get a higher ranking on Google. This is in fact the same process I used to rank first on Google for "SEO checklist": Google SERP – SEO checklist And “link building tools”: Google SERP – Link building tools So, if you want to rank better on Google, you'll like this new guide.



Step 1: Improve your on-site SEO Here's the truth: On-page SEO is one of the fastest ways to improve your ranking on Google. This is because you can optimize your page in about 2 minutes and start seeing an increase in rankings within a few days. The question is: HOW do you optimize your site for the keywords you're interested in? I've posted a video that covers just about everything you need to know about on-page optimization, but if you'd rather read, here are the most important on-page tactics to implement right away. First, make sure your keyword is at the beginning of the title tag. Here is an example: Frontloaded keyword in post title This is the so-called "initial insertion" of the keyword.



Because it is important? Google gives more importance to the terms that appear at the beginning of the title and less to the keywords that appear later. Google keyword emphasis For example, my target keyword on this page is "SEO copywriting": Backlinko – SEO copywriting As you can see, my title tag starts with this keyword. SEO copywriting – Post title Secondly, your content must be AT LEAST 1800 words . Backlinko's analysis of Google's main ranking factors found that the average Google first page result contains 1,447 words. img-semblog And I can tell you from experience that longer content tends to rank better in search engines. For example, a keyword we rank first for is: “Mobile SEO.



” This is a very competitive keyword. They compete with authoritative sites like Yoast and even Google! Google SERP – Mobile SEO That's why I've made sure my page covers EVERYTHING you could ever want to know about optimizing a site for mobile devices. In fact, my content consists of 4,330 words in total. Content word count Of course, there are cases where long content doesn't make sense (like for an e-commerce category page). But if you can post long-form content, you should. Finally, add your keyword 2-3 times on the page. This isn't keyword stuffing or anything like that. In contrast, when you add relevant terms to your page, you tell Google: "This page is about this search query!".



This can help you get a good boost in rankings. For example, I recently wanted to improve my rankings for the keyword "squeeze page," so I placed this term in a handful of places on my page where it made sense. "Squeeze Page" keyword sprinkling A really simple method to increase rankings. Which brings us to step two... Step 2: Monitor your technical SEO For 90% of websites out there, technical SEO is NOT a problem. That said, while they're rare, technical SEO issues can really hurt your site's SEO. So it is worth paying attention to these issues. In particular, here are three things to watch out for. The first thing I recommend is to check that your site is 100% optimized for mobile devices.



Nowadays it shouldn't be a problem, but it never hurts to check. Luckily, making sure your site is mobile-friendly is a breeze. All you need to do is enter a URL of your website into Google's Mobile Friendly Test tool – if you see everything green, you're good to go. img-semblog If this is not the case, it is a problem that needs to be resolved as soon as possible. I also recommend checking the loading speed of your site . It's no secret that a site's average loading time is a ranking factor for Google . Site speed is a Google ranking factor In my experience, page speed isn't a super important ranking factor, but it makes a difference.



For this reason, test your site speed with tools like WebPageTest.org . Web Page Test It's free and offers you a long list of ways to increase your site speed. Next, visit the Search Console . Go to Indexing → Pages in the sidebar. img-semblog If Google is having trouble indexing your site, it will let you know here. img-semblog If you see many non-indexed pages, I recommend you check the reported error immediately. Finally, if your site runs on WordPress, I recommend using the Yoast SEO plugin. Will this plugin magically improve your rankings? No. But it can help you make your WordPress site SEO-friendly. Yoast SEO Step 3: Match your content to search intent “ Search Intent ” is the new buzzword in the world of SEO.



Search intent collage And for good reason. Thanks largely to RankBrain , Google is now able to understand whether your site is suitable for a specific keyword. In other words, Google pays attention to how people interact with your website. If people generally get what they are looking for from your page, you can expect an improvement in your rankings. img-semblog Otherwise, Google will drop your site a few positions. img-semblog The key to this stage is to make sure your page gives the searcher EXACTLY what they are looking for. img-semblog I'll explain how it works with a real example. A few years ago, I wanted to rank for the keyword "Conversion Rate Optimization".



We spent weeks working on a gigantic list of CRO techniques. Backlinko – CRO Complete List At first, the content did very well: it received a decent amount of traffic from search engines every month. Decent amount of organic traffic But over time, Google realized that people searching for "Conversion Rate Optimization" didn't want a giant list of techniques. And, as you can see from this Google Analytics screenshot, organic traffic to that page has slowly declined. Google Analytics – Decline in traffic So, after some time, I decided to understand what the search intent of "Conversion Rate Optimization" was. First, I tried to understand what someone typing this phrase into Google is looking for and I realized that the user probably wants content that includes: a definition of what CRO is; a description of how the CRO works; examples of CRO in action; tips for getting started.



Second, I looked at what was already on the first page and quickly noticed that virtually all of the first page results included all the things my content was missing. "Conversion Rate Optimization" search results (Mostly in the form of a giant beginner's guide.) So, I completely reworked my content from scratch and turned that list of techniques into the definitive guide to conversion rate optimization. Backlinko – Conversion rate optimization Now that my page matches the search intent, it receives 214% more organic traffic than before. 214% more organic traffic than before In conclusion: If you want to improve your ranking on Google, your page must correspond PERFECTLY to what the user is looking for.



This way, Google will want to show your site to more people. That's why giving Google what it wants is the basis of any good SEO strategy . Step 4: Reduce your bounce rate The next step is to improve your site's bounce rate . Because it is important? Well, Google doesn't like people landing on a site... and then quickly bouncing back to the search results. Pogosticking This is a clear signal to Google that users are not happy with the result and if users are not happy, you can say goodbye to your rankings. Lots of pogosticking indicates poor content and drop in ranking It goes without saying that aligning your content with search intent is a great way to improve your bounce rate.



After all, you are giving the searcher what they are looking for. Why would he bounce? In addition to search intent, there are a number of simple things you can do to improve your site's bounce rate. First, I recommend looking at the “ Above The Fold ” section of your site – this is the first thing people see. img-semblog In my experience, people decide whether or not to leave a site based on what they see here. The first thing you can do to improve your above-the-fold area is to push your content to the top . This way, Google users will be able to easily find what they are looking for.



For example, you can see that my content is right at the top of the page. Intro above fold You also need to structure your page so that it's easy for people to find what they're looking for. For example, you may have noticed that on the Semrush blog there is always a table of contents in those that are particularly long and thick. img-semblog In this way, people can directly consult the paragraph that interests them most. Finally, add images, videos, charts, screenshots , or any other form of visual content to your page . Our study has shown that these contents perform best because they are compelling and easier to understand. Both of these can greatly reduce your bounce rate.



For example, I add dozens of images to every single post. Visuals for every post This helps keep my bounce rate very low. Step 5: Find even more keywords to target At this point, you should start to see your site rank higher on Google. Now it's time to drive EVEN MORE traffic to your site. The easiest way to do it? Optimize your page for different keywords. Here is the exact procedure. First, go to the Search Results Performance report in Google Search Console. img-semblog Next, analyze the queries you rank for. img-semblog You'll likely recognize most of these searches because you've already optimized your web pages for these exact keywords.



But every now and then you will come across a keyword that you are not optimizing your content for. And if you're ranking for that term by accident, imagine how easy it will be for you to rank higher if you really try. For example, I'm getting some traffic from people searching for "youtube video description example". YouTube Video Description – Example But I don't have a page optimized for that exact keyword. Instead, people searching for that keyword find this page on my site: Backlinko – Hub – YouTube video description This page actually includes an example of a video description. Video description screenshot in post But it is not optimized for that term.



This means it would be best to go back to that page and add that exact phrase a couple of times. And maybe expand the example a little. I might even create a whole new page optimized for that keyword. Both ways work. Repeat this process several times. Step 6: Publish very high-quality content You've probably heard that to rank on Google "you need to publish high-quality content." While this is true, it is also very difficult to put into practice (after all, what does "high-quality content" mean?). So yes, you need to post great stuff on your site, but more importantly you need to post the kind of high-quality content that people share on social media… and link to.



This is because, as you may already know, Google's algorithm relies heavily on backlinks . The more backlinks your site has, the higher your ranking will be. img-semblog And what is the best way to create backlinks to your site? Post content that people want to link to (also known as "link bait"). Here are some ways to increase the chances of people linking to your content. 1. Become a source of data In other words: post something that other people can mention in their blog content. For example, in 2019 we partnered with Pitchbox for this huge study on email outreach: Backlinko – Email outreach study This post was packed with data, statistics and figures, which is the kind of thing bloggers and journalists love to link to.



For example, one of our findings is that less than 10% of all contact emails receive a response. img-semblog Bloggers and journalists quickly began citing this statistic as evidence that most outreach efforts fail. SEJ – Backlinko reference 2. Focus on long-form content I talked a little about longer content in step number 1 of this method to rank higher on Google. Well, it turns out that longer content is also great for getting links . img-semblog While there is no "perfect" word count for blog posts, content over 3,000 words tends to perform best when it comes to link building . 3. Post visual content I am referring to contents such as: infographics; maps; graphs; flowcharts; video.



Visual content is great for getting links. For example, we published this infographic on our blog some time ago. On-Page SEO infographic Yes, we had to do a lot of outreach emails to get the word out, but when we got the infographic to the right people, they were happy to put it on their blog. Tresnic Media – Infographic share Step 7: Drive backlinks to your site For your content to get links, people need to see it. In other words: you can't take the "publish and pray" approach to content marketing, i.e. hope that people will link to you. That's because your content is a drop in an ocean of blogs, videos, Instagram stories, and Facebook posts that come out every day.



In fact, WordPress reports that 70 million new posts are published every month . WordPress – Monthly blog posts The bottom line is that if you want others to link to your site, you need to actively promote your content. In this post you will find the 14 best link building strategies according to SEOs . That said, you probably don't need to use all 14 of these link building strategies. Instead, I recommend you focus on these 3 techniques: Get links from no longer active links This technique is also known as “ Broken Link Building ”. To use this strategy, first install the CheckMyLinks Chrome extension . Check My Links tool Then, scan a page that interests you to locate a broken link.



Find dead links When you find one, send the person managing the page (usually the content author or the site's webmaster) a customized version of this script by email: Hello [Name], I found a broken link on your page: [title]. It's the link to [website]. It gives me a 404 error. I recently made a post on [topic] that might be a good replacement for the broken link. I hope this helps you! Publish guest posts Guest posting is a very controversial topic in the SEO world. Guest posting: Controversial topic And for good reason: guest posting can become a form of spam. This is why Google specifically states that large-scale campaigns using “keyword-rich” anchor text links should be avoided.



img-semblog So, as long as you don't make guest posting your #1 link building strategy and you don't use keyword-rich anchor text in your backlinks, you're good to go. For example, here is a guest post I published on the Semrush blog. SEMrush – Quest post This was posted on another site in my niche (search engine optimization), so far from a spammy guest post. Also, the link to my site did not contain any keywords. SEMrush – Backlink or link So, all in all, this guest post could be considered acceptable in the eyes of Google. Resource pages Resource pages are great for link building. In fact, these are pages that someone has created to link to the best things on a certain topic.



For example, this resource page was created to help people learn SEO quickly. So if you have a great resource on SEO, you might want to add it to that page. Step 8: Track and monitor your results At this point, you should start to see your site ranking higher on Google than before. Which is great, but how do you know if these positions are positively impacting your site? Plus, how can you keep tabs on your SEO results without manually checking your rankings every hour? This is the goal of this step, where I will explain how to check your SEO results without having to check them manually to monitor your results like a pro.



Organic traffic on Google Analytics Ranking in search rankings is great, but when it comes to measuring SEO marketing results, nothing beats organic traffic (i.e. traffic that comes directly from search engines). This is because rankings can be deceptive and ranking first on Google may not be so decisive: in fact, the page highest in the Google ranking does not always receive the greatest number of visits. How is it possible? First, it depends on organic CTR . I'll talk about this a lot more in the next step, but to give you an idea, Google result #2 sometimes gets more clicks than result #1 . And if you can double the organic CTR, you've just doubled the traffic from that keyword.



img-semblog Secondly, a single page can rank for thousands of different keywords. Let's say you're ranking first for keyword A and your competitor is ranking second for the same term. img-semblog But your competitor ranks first for keywords B, C, and D. img-semblog Since it ranks for more keywords, it will likely get more traffic on Google than you. In short: Tracking your Google rankings has its place, but the benchmark for tracking SEO is organic traffic. Impressions and clicks on Google Search Console This is a great complement to the Google Analytics organic traffic report we just talked about. This Search Console report basically shows you how many people SEEN your site and how many of these people CLICKED on your site.



Total clicks .vs. Impressions As you can imagine, the more people who see and click on your site from Google, the better. Leads and sales In other words: is this influx of traffic actually increasing profits? This is a question that many gloss over, but if you want to get a huge ROI from SEO, you need to know if all these new visitors are turning into customers. There are a million ways to monitor this. My favorite is Google Analytics' Goals feature , which is what we use here to see which pages are generating the most email subscribers. Google Analytics – Goal completion Bonus Step 1: Increase your CTR It's no secret that Google uses CTR in its algorithm : several studies have in fact found a correlation between "expected CTR" and Google rankings.



img-semblog In other words: the higher your organic CTR, the higher you will rank. This is because a high CTR tells Google that your page is the one that users are looking for, so the search engine will increase the ranking of your page to make it easier for people to find. img-semblog Here are some simple ways to get more clicks: Use emotional title tags , in other words titles that capture attention. Use short, descriptive URLs – these are great for SEO in general but more importantly they help your page be seen as suitable for Google searches. Take advantage of rich snippets: like stars, they help your site stand out in the SERPs .



Create compelling meta descriptions: The meta description must "sell" your page. Bonus Step 2: Use Internal Links Want an easy way to improve your ranking on Google? Use internal linking . In other words: links from one page on your site to another page on your site. img-semblog Plus, unlike backlinks, you can use exact match anchor text in your internal links. For example, I'm currently at the bottom of the first page for the term "Google Search Console." Google SERP – Google Search Console And considering how many people search for this keyword every month, just moving up one position could make a big difference for me. img-semblog So, to increase the chances of this page ranking, I add an internal link to this page every time I mention Google Search Console.



Google Search Console – Internal link Repeat this for all your high priority pages. Conclusions I hope you enjoyed my step-by-step guide to ranking better on Google. Now I would like to know what you think: which technique from this guide will you try first? Are you going to start with internal links or maybe you want to improve your organic CTR? In any case, let me know! Share Find keyword ideas in seconds Improve SEO results with powerful keyword research Enter the keyword Free keyword research tool BRIAN DEAN Brian Dean is an internationally renowned SEO expert and entrepreneur. The website he launched, backlinko.com, is the leading source for news and advice on SEO and marketing.



Don't hesitate to contact him on Twitter by writing to the @backlinko account! Sign up to learn more about: SEO Your email By clicking the "Subscribe" button you accept Semrush's Privacy Policy and allow Semrush to use your contact information to send the newsletter Trial Semrush banner Promote your digital marketing efforts Try it for free USA, 800 Boylston Street, Suite 2475, Boston, MA 02199 [e-mail] Start using Semrush! or discover our plans and prices SEMRUSH Functionality Prices Successful cases Semush in numbers Insights News OTHER TOOLS Analysis report Projects Content Marketplace Agency Partner Affiliate Program SEOquake Sensor Prowly Kompyte App Center Learning SEO: An Introduction to Search Engine Optimization Erika Varangouli Nov 07, 2022 18 min. of reading Learn SEO INDEX What is SEO? Types of SEO On-page SEO Off-page SEO Technical SEO Crawlability Local SEO The 5 best SEO blogs Can I learn SEO on my own? Final thoughts There is a lot to learn about search engine optimization, or SEO.



We're here to show you exactly where to start. In this guide we will see: SEO basics On-page SEO Off-page SEO Technical SEO Local SEO Are you ready to learn SEO now? Keep reading. What is SEO? SEO is the acronym for search engine optimization, which translated means optimization for search engines. The goal of SEO is to get more traffic from search engines like Google. Google examines web pages to understand which page is most useful to people searching. This is what creates the results page that appears when you search on Google. img-semblog Paid search results are ads; Organic search results appear "organically" if Google decides that those pages best respond to the search.



To learn more about the basics of SEO, read our Guide to Search Engine Optimization . img-semblog Here's an example of how Google looks at web pages. Types of SEO There are four classic types of SEO that you can encounter in the industry. Each type requires different skills, but does not work in isolation. The four types of SEO are: On-page SEO Technical SEO Off-page SEO Local SEO Below we will describe each of these types of SEO. On-page SEO On-page SEO includes optimizing your web pages and the content on them . This includes: URL Keyword Written content Headers Title tag Images On-page SEO is sometimes referred to as "on-site" SEO.



This is because it includes factors that you can change directly on your website. Let's take a look at some common elements of on-page SEO and related best practices. URL img-semblog URL tips and best practices: Use your referring keyword in the URL: Both search engines and users should be able to easily identify what your page is about based on its URL. Use hyphens to separate words: URLs don't have spaces, and Google recommends hyphens rather than underscores to separate words. Avoid stop words: Stop words (the, and, or, of, at, ... and so on) can contribute to cluttered and difficult-to-read URLs. To ensure your URL is readable, avoid these words.



This way you can also keep URLs shorter. Keyword img-semblog Keyword tips and best practices: Conduct keyword research: Before you start writing a blog post, use a keyword research tool . You can find out what phrases people use on search engines, how often certain phrases are searched for, etc. Place keywords strategically: To tell readers and Google what the important topics of your post are, you need to place keywords in places like the heading, first paragraph, and title tag. Avoid Keyword Stuffing: While it's important to include your target keywords, avoid entering them over and over in hopes of improving rankings. This is a spam tactic that Google doesn't reward. Furthermore, it is not liked by readers.



Written content img-semblog The highlighted part is an example of written content. Tips and best practices for written content: Prioritize user experience: Make sure written content is easy for users to navigate. Use short paragraphs, bulleted lists, graphs, etc. Answer questions: Keep in mind that searchers typically come to your page to find the answer to a question. If you are writing about "mercedes-benz SUV prices", those prices should appear at the top of the page. Do a competitive analysis: Before writing a post, take a look at the pages that currently appear searching for your target keyword. How can you improve those results? Headers img-semblog Heading tips and best practices: Use lots of headings: Headings separate content to benefit the user experience.



They also help Google determine the organization of a page. Use H2s, H3s, and H4s: Subheadings can break up longer pages and improve the user experience. Use H2s for major sections, H3s for supporting points, and H4s for minor points. Use keywords in headings: As mentioned, this can help both users and search engines determine the content of the page. Title tag img-semblog Title tag tips and best practices: Keep it short: Once you reach 70 characters, Google will cut off your title tag . 50-60 characters is a good rule of thumb, so you can include enough relevant information without the title tag being cut off. Accurately represent the page: As a user, there is nothing worse than clicking on a page link and finding that the content doesn't deliver what the title tag and meta description promised.



Include your keyword only once: While it's generally a good idea to include your main keyword, avoid adding a slew of keywords just because there's room. Images Below is a screenshot from another blog post that shows how images can help written text better illustrate a point. img-semblog Image tips and best practices: Include lots of images: Many users won't bother reading a wall of text. Include images and screenshots often, especially when you're teaching a user how to do something. Use alt text: Alt text tells Google what an image shows. It also allows visually impaired users to hear image descriptions. Compress images: Using large image files can slow down your page and create a bad user experience.



There are free tools like TinyPNG and ImageOptim for compressing images. Find out more about On-Page SEO: On-Page SEO, an in-depth guide : Get a complete overview of on-page SEO and how to optimize it. Your on-page SEO checklist : a step-by-step list and accompanying checklist so you don't overlook anything. SEO for the blog : tips to best optimize your blog posts. The definitive checklist for keyword research : a practical checklist for choosing the best keywords for your content strategy. Content Audit : the step-by-step guide for the definitive strategy. On-Page SEO Tools That Help You Optimize Your Content: On Page SEO Checker : Compare your web content with that of the top 10 competitors on Google down to the local level to find out how to improve your SEO strategy.



SEO Content Template: Get suggestions for your content based on the keywords you're interested in. Off-page SEO Off-page SEO refers to actions taken outside of your site that can contribute to rankings. These include: Link building Social media marketing Guest blogging on other sites Management of customer reviews and testimonials Influencer marketing Unlike on-page SEO, site owners do not necessarily have direct influence on these activities. A solid off-page SEO practice and a good online reputation demonstrate to search engines that your site is reliable and trustworthy. Link Building Link building is the process of acquiring backlinks, or links from other sites. Backlinks are like votes of confidence that can influence rankings. img-semblog Link building tips and best practices: Focus on quality over quantity: backlinks from untrustworthy sites cannot increase the performance of your site.



Aim, therefore, to obtain backlinks from high-quality, authoritative sites within your niche (find more information in our Guide to Link Building ). Don't buy backlinks: There are several "link building schemes". If someone tells you that you can pay to acquire backlinks, know that this can hurt your site's performance. Google is smart enough to recognize these spam practices. Include infographics in your content: Studies show that infographics are 30 times more likely to be read by users than a full article. Use interesting infographics, or other “linkable” resources, to encourage users to naturally link to your content. Social Media Marketing img-semblog Social media doesn't have a direct impact on SEO, but it can bring in referral traffic and increase brand awareness.



Social media marketing tips and best practices: Be active: You can build your brand's reputation over time by posting regularly, responding to comments, and reporting noteworthy updates in your niche. Publish on multiple platforms: If you leave social platforms out of your overall strategy, you may miss out on reaching a large group of potential customers. For example, your audience on LinkedIn will likely be very different than your audience on Instagram. Repurpose your content: Once you've written a blog post, you'll have many options for repurposing it across different platforms, including social media. Share an educational post on LinkedIn, create a poll on Twitter, post a related meme on Instagram, etc. Guest blogging on other sites img-semblog Guest blogging tips and best practices: Choose your partners carefully: don't write a guest post for every site that offers it to you.



If you accept just for the links, it becomes clear that you don't care about the quality of your work. Choose a partner and work together to create useful content that fills a gap in your niche. Use original data and research whenever possible: Guest post collaborations should offer something new to your community, and collaborating on a study is a great way to do that. Prioritize content over backlinks: Backlinks are great, but the goal should be to create amazing content. If you constantly link back to your site, the post may lose credibility and appear as spam in the eyes of Google. Management of customer reviews and testimonials img-semblog Tips and best practices for customer reviews and testimonials: Set up your Google Business Profile: From your Google Business Profile (GBP), you can respond to Google reviews and questions about your business, set your online hours, and more.



We will delve deeper into the topic of local SEO later. Respond to reviews: both positive and negative ones! This helps build trust between your brand and your customers (even potential ones). Avoid being generic: Rather than replying “thank you for your review” to every single review, take the time to personalize your responses. This is especially important when a user has a complaint or problem with your business. Influencer Marketing img-semblog Tips and best practices for Influencer Marketing: Find influencers in your niche: Collaborate on mutually beneficial content, such as webinars or blog posts. Also be sure to nurture these relationships – they can help you increase trust and brand awareness in your community.



Keep up with trends: Even if you don't work directly in influencer marketing, it's a good idea to follow respected influencers in your niche. Keep an eye on your industry updates and opinions from big names. Become a thought leader – easier said than done, right? But posting your thoughts on industry news and trends can help you build trust between community members and your brand. Learn more about off-page SEO: What is off-page SEO? A complete guide on off-page SEO tactics. What are backlinks? An overview of the importance of backlinks in SEO. Guide to link building : information and operational strategies on link building. Tools that help you build trust and authority off-page: Link building tool : Easily research and explore potential backlink sources to build trust and authority for your site on the web.



Backlink Analysis : Get an accurate authority score for backlinks, be the first to know when your competitors launch a campaign, and evaluate the performance of your backlinks. Backlink Gap – Compare your site to your competitors to find new backlink opportunities you can target before your competition. Post Tracking – Analyze the performance of your guest posts on other blogs through metrics like reach, social media engagement, backlinks, and referral traffic. Social Media Analytics : Keep tabs on how your posts are performing on Instagram, Facebook, and LinkedIn with metrics like engagement, new followers, and post reach. Technical SEO Think of your website like a theater. The behind-the-scenes work consists of the technical components of SEO.



Without this work behind the scenes, the show could not go on stage. To ensure your site is in good technical health, perform an SEO audit regularly. You can use a tool like Site Audit to find out if there are any problems or errors that need fixing. Some of these behind-the-scenes efforts include: Website architecture Sitemap HTML, CSS and JavaScript Crawlability Page speed Scheme Tag Hreflang (International SEO) Website architecture img-semblog Tips and best practices for website architecture: Make things simple: look at the image above. With a clean site structure, it is easy to navigate to different parts of the site. This aspect is fundamental for both users and search engines, as both must move smoothly within your site.



Think about your website in terms of categories and subcategories: Let's use the image above again. In this example, your home page is the top row. The middle row consists of more specific sections linked to the home page, such as the blog or main products page. The third row contains the subcategories of the middle row: blog categories under "Blog", specific product pages under "Products", etc. Don't leave out any pages: pages that are not linked to other pages are called "orphan pages" in the SEO world. If the pages are orphaned, neither people nor search engines will ever be able to reach them. Sitemap In short, sitemaps are maps of websites.



They contain files that offer information about your site's pages and their relationships with each other. Sitemaps can also include videos and other files. img-semblog Image courtesy of Yoast. Sitemap tips and best practices: Use the appropriate tools to automatically generate your sitemap: it may seem complicated to launch into technical SEO tactics. Luckily, you don't need to know code to create a sitemap. Use a plugin like Yoast or XML Sitemaps to generate one automatically . Evaluate the various types of sitemaps: There are several types of sitemaps, but XML sitemaps are the most common. An XML sitemap is a list of URLs (and URL categories). Learn about the different types of sitemaps here .



Submit your sitemap to Google Search Console: By submitting your sitemap to Google, you ensure that the search engine sees your website. This way your pages will have a chance to rank. However, this may be a more advanced step for beginners. To learn more, read our guide to submitting a sitemap . HTML, CSS and JavaScript img-semblog img-semblog HTML code example Tips and best practices for HTML, CSS and JavaScript: Quickly check your HTML : In the Chrome browser, right-click on a web page and click "Inspect." This displays the HTML code of the page (see image above). Avoid overly complex code: You can use JavaScript to create more complex functions on web pages.



However, not all pages need an interactive map and 3D images - this would only slow down the page. Look for free programming courses: you can very well learn SEO without learning to code. But if you want to dive deeper, there are many free and reliable programming courses, such as Codeacademy . Crawlability img-semblog Crawlability tips and best practices: Use SEO tools to identify crawl errors: Use Semrush's Site Audit (shown above) to spot any crawl issues or errors. Site Audit also provides advice on how to resolve these issues. Learn about redirects: If there are two similar pages on your site, you can redirect the less important page to the main one.



This operation is called redirect. However, you can accidentally cause crawl errors if you redirect a page incorrectly. Find out more in our guide to redirects . Make sure your pages are indexed: Unless you want Google to not see a page, it needs to be indexed . That is, submitted to Google (see sitemap section above). You can submit your sitemap via Google Search Console to index all relevant pages on your site. Page speed img-semblog Google's Core Web Vitals prioritize page speed and overall user experience. Page speed tips and best practices: Familiarize yourself with Core Web Vitals: The introduction of Core Web Vitals in 2020 confirmed that Google prioritizes page speed and user experience.



Use Google's PageSpeed ​​Insights tool : You can use this tool (shown in the screenshot above) to get an overview of your site's performance. The tool also provides you with suggestions to improve your performance. Use Site Audit: Semrush's Site Audit tool also has a report dedicated to Core Web Vitals. You can switch between reports or view all your site's technical issues at once. Scheme img-semblog Schema markup is a structured data vocabulary that helps search engines better understand the information on your site to provide users with rich results. Here, we see an example of schema markup for events. Schema tips and best practices: Explore Schema.org - This site is the main hub for different schema types.



If you want to start exploring what's possible with schema, or even test it, this is a great place to start. Check your schema: On the same site, you can check whether the schema on a web page works by visiting Schema Markup Validator . Keep an eye out for patterns when using search engines: Start training yourself to identify patterns when you search for something on Google. What are the types of questions that generate information different from the usual links? Recipes and reviews are a good example. You will often see recipe boxes or starred reviews appear for this type of search: these are examples of patterns. Hreflang tags img-semblog Hreflang Tips and Best Practices: Learn more about international SEO: Using the hreflang attribute is a more advanced matter.



We recommend that you find out more about the topic before tackling it yourself. Read our hreflang attribute guide for beginners for more details. Identify whether or not your site needs hreflang tags: Does your site have content in multiple languages? Then you will have to immerse yourself in the world of international SEO. Understand how Google processes hreflang tags: Google uses this HTML attribute to determine the relationship between different pages on your site. For example, let's say you have two versions of the same page. One is in French, the other in English. These HTML tags tell Google what the respective version is, so that the search engine can serve the correct page to each region.



Find out how technical SEO can increase the performance of your website: Technical SEO Guide : Your guide to start learning the basics of technical SEO. How to Perform an SEO Audit in 18 Steps : Learn exactly how to check your site for technical issues. Step-by-step guide to Schema - Learn what schema is and how to use it for your site. How to use HTML anchors to improve UX : Learn how this technical element can influence the user experience. JavaScript Fact Sheet (with table and downloadable PDF) : If you're new to JavaScript or want to save some time, our primer will help you understand how JavaScript works. Technical SEO tools that help you perfect your site: Site Audit – Check your website and its content for over 140 technical SEO errors.



Log File Analyzer : Get insights into how Google interacts with your site during the crawl phase. Local SEO Local SEO is the practice of amplifying your presence in local searches . A local business listing management service can help you find and optimize local keywords, improve your business profile on Google, and build local citations. This can involve a mix of on-page and off-page SEO strategies , as well as external directory and map optimization. In this section we will focus on two main pillars: Google Business Profile Local quotes Google Business Profile When it comes to local SEO, Google Business Profile (formerly Google my Business) is a fundamental element. img-semblog Think about your daily life.



How often do you Google business locations, restaurant reviews, etc. Chances are you do this quite often. If you don't optimize your site, you could lose visibility and traffic. Typically, local searches generate results that constitute the "map package" or "local package" . img-semblog Here's an example of Google results for the keyword "coffee shops near me." img-semblog The local package appears at the top of the page, above the organic results, and includes local businesses and a map. In addition to viewing information about the business, GBP allows you to view reviews of a business, know when it is busy and see photos posted by customers. img-semblog Local quotes Local mentions refer to any mention of your business on other websites.



In many cases, these are NAP (name, address and telephone number) citations in local directories. NAP consistency is important because you can lose potential customers if they can't find you. Here is an example of a NAP citation for a pizzeria on Foursquare: img-semblog You can use tools like Listing Management Tool to automatically manage your NAP citations, submit your business information to more than 70 local directories, and sync your GBP profile. img-semblog Local SEO tips and best practices: Do local keyword research: Find out which local keywords you want to target and see which competitors appear on Google for those keywords. Let's say you have a Honda dealership. If you're not showing up for "Honda dealers in [insert your city]," you're likely missing out on valuable local traffic.



Find your digital competitors: You may think you know your top local competitors, but maybe the competitor down the street isn't optimizing their online presence. This means that your local brick-and-mortar competitors may be different from your local online competitors. Keep GBP updated: As a user, there is nothing more frustrating than receiving incorrect information about a business, especially if it comes from the company's verified profile. If you change your hours, update your address, have holiday hours, etc., this should all be reflected in your Google Business Profile. Learn more about local SEO: Local SEO Fundamentals : Learn how to start managing your local search presence. 11 Local Marketing Tactics : Once you have the basics down, experiment with some more advanced strategies.



Local SEO Case Study : Learn step-by-step how a bakery increased its local SEO presence. How ratings and reviews impact Local SEO : Our study of local SEO rankings (we studied 5,624 business-focused keywords and analyzed Local Pack results on desktop and mobile). Local SEO tools that help customers find your business: Listing Management - Automatically manage citations, connect your GBP profile, and submit your business information to over 70 directories. Position Tracking – Track your website's position for a customized set of keywords down to the local level. The 5 best SEO blogs SEO is constantly evolving, so it's good to keep up to date with reliable sources . Here are some of our favorite blogs: Search Engine Journal : One of the most popular SEO blogs in the industry, bringing you the latest search news, guides, webinars and SEO tips.



Search Engine Land : Also provides how-to guides and the latest industry developments. The Keyword : The Google blog is the place to find all the news and updates from Google. Backlinko : Brian Dean breaks down complex topics into practical advice so anyone can learn SEO and apply it to their site. Semrush : The Semrush blog keeps you updated on the latest news, industry developments, and strategic tricks for SEO, PPC, and SEM. Can I learn SEO on my own? Absolutely yes. There are many free and low-cost online courses on SEO. Most are in-depth, written by experts, and offer some form of recognition or certification at the end: Semrush Academy Yoast online SEO training HubSpot SEO Courses Google Analytics Academy Final thoughts Learning SEO doesn't have to be an anxiety-filled journey.



It can also be nice to understand how search engines see your content. Helping customers find exactly what they're looking for on your site can be a rewarding experience. Furthermore, our tools help you set up an effective SEO strategy. Request a 7-day free trial of Semrush today. Access everything you need on a single platform with Semrush Get your free TRIAL! → ADS illustration Share Find keyword ideas in seconds Improve SEO results with powerful keyword research Enter the keyword Free keyword research tool ERIKA VARANGOULI I am responsible for building meaningful connections between Semrush and the SEO community. To achieve this I create content that is helpful, brings new insights and adds value to the community.



I am also a public speaker, regular webinar host and awards judge. Mainly fueled by caffeine and music. Sign up to learn more about: SEO Your email By clicking the "Subscribe" button you accept Semrush's Privacy Policy and allow Semrush to use your contact information to send the newsletter Trial Semrush banner Promote your digital marketing efforts Try it for free USA, 800 Boylston Street, Suite 2475, Boston, MA 02199 [e-mail] Start using Semrush! or discover our plans and prices SEMRUSH Functionality Prices Successful cases Semush in numbers Insights News OTHER TOOLS Analysis report Projects Content Marketplace Agency Partner Affiliate Program SEOquake Sensor Prowly Kompyte App Center SEO for multinationals AGENCY Who we are Pressroom Career Partner Legal information Privacy Policy Cookie settings Do not sell my personal info Safety information For investors Semrush Select Global Problems Index Contact us GUIDE Knowledge Academy Semrush API COMMUNITY Semrush Blog Webinars FOLLOW US Twitter Facebook LinkedIn Instagram YouTube Pinterest TONGUE English Spanish Deutsch Français Italian Português (Brasil) How to create an effective SEO strategy Chiara Clemente Oct 27, 2022 14 min.



of reading To increase your organic traffic you need to have a solid SEO strategy. In this guide you will find a proven 11-step process for your site. INDEX How to create an effective SEO strategy The step-by-step guide to creating an effective SEO strategy in 2022 How to create an effective SEO strategy To achieve your business goals, whether it's getting to the top of SERPs, increasing organic traffic, or improving organic revenue, it's important to define your roadmap. You need to create an SEO strategy. There is often some confusion between the words strategy and tactics: many mistakenly assume that a strategy is a collection of tactics. Not so: a good SEO strategy helps you identify the big picture.



A solid strategy will help you answer these questions: Where are you now? Where do you want to go? How are you going to get there? There are three other key aspects of your strategy that you need to consider when planning: Timings Budget Resources Each of these elements can impact what your strategy looks like and must be considered in your plan to achieve the goals you set. Here we will share a proven process you can follow to get started. Our 11-step guide to an SEO strategy covers the following points: 1. Define your current SEO performance 2. Analyze your competitors' SEO strategies 3. Set your goals and KPIs 4. Define your main keywords and pillar pages 5.



Find long-tail keywords and define the content of the clusters 6. Carry out an audit of your site's contents 7. Build your topic clusters 8. Do On-Page SEO Right 9. Find and fix technical SEO problems 10. Become an expert in Off-page SEO 11. Analyze and refine your strategy Start your Keyword Research with Keyword Magic Tool Try it for free → ADS illustration The step-by-step guide to creating an effective SEO strategy in 2022 To develop an effective SEO strategy, it can be helpful to have a process to follow. While it's essential to tailor each activity to your business, a guide is a great starting point to get you on the right path and focus on the most important areas.



Below you will find a proven 11-step process that will help you create a successful SEO strategy. 1. Define your current SEO performance If you don't know how your site is doing right now, it's nearly impossible to come up with a plan to get to the next level. For this reason, developing your strategy must begin by establishing benchmarks for your current performance. As a baseline, you need to set benchmarks in the performance of: Organic visibility Keyword positioning Traffic Breakdown Branded vs. no-branded Use SEMrush's Organic Search tool to gather this information that you'll use to devise your strategy. Here you'll find your current (and historical) organic visibility displayed as "Estimated Traffic Trends" in the "Traffic" tab of your Overview dashboard.



You can also see the breakdown of branded versus non-branded traffic. CTErwF9GLSC4y6zp15In6dXdtRPGYaGHehgACHVn9sMJvmKYx6a0NRPCkE79kjkWc406yEaKJrXKX3Sc9Dk1s6lZio-N_lxcSaBaM0b6P6rZjQl3EHalrrY5_SFc_gwV6UvIUVo The estimated traffic trend helps you understand how your site's visibility has changed over time and how it is performing today. Understanding the breakdown of branded and non-branded traffic to your site is important to help you identify opportunities, as most branded searches are made by people who are already familiar with your business. Increasing non-branded traffic typically aligns with acquiring new users who didn't know you before. In the tool's "Positions" tab you can see an analysis of your site's current rankings and how the number of indexed keywords has changed over time. fLgNDcYcDGr0JDPX6MvNyp1dKlLW1C1ltRQoUcbVT6aQvtpgEUNYq4TnanFxCQaW3QqcnpP-ShW3b0iue3v-slsG6NrFG8uNTqApPaBKZZpmyk0PAcLIUsxG5yVx4vZp8ar9AQ8 By starting to gather this information, you can build a complete picture of how your site is performing right now, before setting goals and putting a plan in place to take you from where you are now to where you want to be in the future.



At the same time, it's important to integrate insights from the Organic Search tool with business data from Google Analytics or other platforms about your conversion rates, revenue and leads generated, to get a complete picture of your current performance. 2. Analyze your competitors' SEO strategies Setting benchmarks for your own SEO performance is one thing, but marketers also take the time to analyze their competitors' performance and strategies to identify where they are performing best or not. So, where do you start and how should you analyze your competitors? Compile a list of your competitors. You will likely be able to do this from more extensive competitive research done for your business. However, it is worth complementing this research with an analysis of your competitors in the SERPs (these are the companies that have a strong keyword overlap with yours).



You can find them using the "Competitor" tab in the Organic Search tool , where you'll see keywords in common with your domain. GtIX-Bwv0HjtqPEY00ceCwnlk9qvp4w1hAc1UzVg-dLqE91dXPVvVbGiYkRf2LY4_f8StXxZsoVownP_NVnEOsf62-IIJ4L_DtOitQGIbFjwF9qDyAdHFovL8VTvCDBQjDw1PF0 Use the "Pages" tab of this tool to see which pages bring the highest volumes of organic traffic to your site. This information can help you identify the type of content you should use to rank. Pay particular attention to the type of content that brings in the most traffic: are they blog posts, product and category pages, or other types of content? This can help you identify opportunities to double your traffic. Use the Keyword Gap tool to find keywords that your competitors are ranking for and those that you aren't ranking for.



While we will delve deeper into this when we look at keyword research, this is an exercise worth undertaking even at this stage to understand which competitors are achieving results for which keywords. Using this tool is very simple: just enter your domain and up to four competitors (enter the competitors you have identified or choose them from the list of recommended sites in the drop-down menu). zqOd9nJk-Z35DWct1TgJ6YehTiobErLS8XpWzKyXGcylM2PsvFlKzFPgy5A7suETfuQM04aFPZp8KtbLr29qYuejpY4LDBVY9QXLRov4-bkulOulCl7UPzM6IIBThjpwekg8bTA Here you will get detailed information on how each of your competitors is performing compared to you, through the identified keywords. Use this information to guide your keyword strategy. fGLlRqISyMxKyZiR1Q12iVnEFTH2ij5g6eT36JfTB7e1fYNTvsDiRFANf4CfFZuBOMR7nyKpAbttF438p0nMDxJiR0OK2QDQG5_Oive3Op91C7WKcGY7kXJzwgdvkjNSSX6_Uzg Use the Backlink Analysis tool to check your competitors' link profiles and understand how they are building links and where they are coming from.



rXyUpWcFpoE5vzG9ZBQo797m2K_PjQ-6YhguSriUssPdG5FN_Kzxe9mBl8xB_omUQOipf9-vX2FUY3wTxwGvJnW_nzy_8OSvznfnw03VD8cZoUHimlA5wNZPS5PocxBoqRs8QsY At this stage, it's important to also use this information to determine the size of any link gap between your domain and the competition. This is the difference between the size of your domain's link profile and those of your competitors, usually defined by the number of referring domains rather than total backlinks. 3. Set your goals and KPIs Setting goals and KPIs is perhaps the most important part of creating an SEO strategy. You need to know where you want to go both to put in place an action plan to get there, and to measure your success and know when you've reached your goals (as well as monitor your progress against them and know when it's time to change course).



But let's see the difference between objectives and KPIs because it is important to set them both. Goals = The end result you want to achieve KPI = The metrics that demonstrate progress towards your goals While they are often used interchangeably when it comes to SEO, you need to set both up during the strategy creation phase. To give an example, you need to define something like this: Our SEO goal is to increase organic revenue by €500,000 in the next 12 months. The KPIs we will monitor to show progress against this goal are organic impressions, organic traffic (including an increase in non-branded traffic), and placements. 4. Define your main keywords and pillar pages Once you've set your goals and KPIs, it's time to jump straight into keyword research and define your site's main keywords that you'll target for your pillar pages.



But let's quickly look at the concept of pillar pages in a little more depth before we move on to keyword research. If you're not familiar with the concept, a pillar page serves as the foundation for a topic cluster that is built around it. You can learn more about topic clusters here or check out our guide on the 3 types of pillar pages . img-semblog In short, topic clusters help you focus on conquering SERPs by topics, rather than individual keywords. With this proven method you can establish strict thematic relevance in the sections of your site. For this reason, it makes sense to map topic clusters early in strategy creation, so you can create a content strategy and keyword strategy around these anchors.



In practice, topic clusters are structured as below and in this step you will need to identify topics for the pillar (middle). img-semblog {will be updated tomorrow} Even if you're familiar with keyword research, if you're developing a topic cluster strategy from scratch, you'll want to start by establishing your pill page goals. These keywords define the topics on a general level; think “shoes,” “sales software,” or “student loans” rather than more specific keywords or subtopics. First, this means identifying topics to build clusters around, and a great place to start is our Topic Research tool . Go to the tool and enter a topic that aligns with your business and any specific growth goals you have in certain areas.



ZfXE7hxTy-gYQL-EbFkjd0tLH__uTE2BD4wG3PwnELqR1DR6FZEanhFIm2Mh2EYS-MYfeiWVUUua4sSoAy9eSVL_2HNKCt8YaCg-kaytCckKyV0p0_JD3aDWQ9p4NXKUfD2_gec Here you will be provided with a list of content ideas that can help you identify potential subtopics or determine whether you can go deep enough into a topic to build a cluster. asGYlzcX4ebvpjRaue9nPs65RJVkPt6UIyYOdEV6nm9TFjOIVHe1anXTPNhrHPW7Rb-RzZK9I6fs7IvDJ8IbXDBfE36kc6etHbl3t9L8LG8TFBaox9TUssRUQdnbeXh48QLdUik You'll need to start mapping out potential topic clusters that you can build around certain themes – you'll notice that the Topic research tool shares the estimated search volume associated with each of these. Some suggestions may not be relevant to your business: in this case ignore them. Click on the ones you find relevant to see additional subtopic ideas and potential areas of interest as you build your topic cluster. Don't forget to validate the keywords you will optimize your main page for using the Keyword Overview tool .



Essentially, at this stage you are trying to define the main keywords of multiple pages. Rh_tU_9n2-y4Df8ExjqqmPZL9SkP5t4wasM1FAt1iaQ4tJzfPPaWIsSUWZh2yCHgkrG48RjB65l6fM3e2nDeNoKYixnkakyQLb3BIRmQEEVzn9huXDcfTtm9sm8eMrrY0qLkJQI After completing this step, you should have a list of topic clusters for your site. 5. Find long-tail keywords and define the content of the clusters Once you've identified your main topic clusters and pillar page keywords, you need to create the content strategy for the cluster. These subtopics and supporting content add depth to a topic that orbits your pillar page. While there is no fixed number of pieces of content you should create for a particular topic cluster, it is normal to expect somewhere between 15 and 25, depending on the size and nature of the topic.



Sometimes it's much more, sometimes less. While Pillar Pages typically focus on higher search volume, broader main terms, cluster content is more commonly focused on long-tail keywords. Think about content that explores a specific part of a topic in depth. These could be answers to specific questions, guides on particular areas, or even opinion pieces on a current trend. But how do you identify target keywords for cluster content? If you're not already familiar with the concept, start by understanding what long-tail keywords are : Long tail keywords are keywords that aren't searched for as much as other more popular terms; usually, because they are very specific. Most long-tail keywords are at least three words long.



However, length itself does not define whether a keyword is considered long-tail or not. Long tail keywords are named after a graph of Google search results. Some terms (the "head" of the graph) are frequently searched for, but the majority of searches (the "tail" of the graph) are for longer, lesser-known keywords. img-semblog When you find the cluster content keywords, you delve deeper into a topic. And a great place to start your search is the Keyword Magic Tool . Enter your pillar page's main keyword and you'll get a large list of potential search queries. Consider the intent and depth of queries and identify those that might function as a cluster page.



aztADQEkacHRmYM_2o8mCk3mGLAAjbK2latConpHlkUn8OhpUO-2w6qk61WEuHc8VYcQ1VjibHlvBwmd-kj5g97XCacMv5fYhfhLZgFA1qmN-FEgjbXERLZExroAUF4n39FU5zU In the example above, let's say the main pillar page addresses the broader topic of “student loans.” Potential cluster page keywords that we could extract from this list are: "student honor loan", "non-repayable student loans", "loans for university students or "poste italiane university student loans". All these queries delve into a specific area of ​​the main topic and are guaranteed to create cluster content. You can think of cluster content as a chance to showcase your expertise on a topic. But that is not all. Questions are a great source for discovering long-tail keywords, and you can choose to only see these in the Keyword Magic Tool. 55b466jbTWxUqpRPq4uNnF2JBFSsVsrEzGNp7WFn7xqy9mhZiW7Hy1HSr2JsLCZlg-3XxKkk9Dz3TNOEcKHAjY1ufaPjTgYVsbrVEsenbxTI5gOkRkUXknKTKYsNMufOqOLFmLw This way you are mapping the supporting content that orbits your pillar page, ensuring that there is no crossover between two or more pages and that you are targeting a specific area of ​​interest with each cluster content.



Watch this video to learn more about how to choose and find the best long-tail keywords: Youtube video thumbnail 6. Carry out an audit of your site's contents Before you start developing and creating new content, you should conduct an audit of the content you have already published on your site to identify content that could be improved or that could fit into your topic clusters. To help you with this task you can use the SEMrush Content Audit Tool . A content audit primarily helps you identify content you should: Maintain Update (improve the content to better meet the search queries it ranks for) Delete (thin, duplicate or cannibalized content could slow down your rankings - you need to remove it) Carrying out a content audit means starting with what you already have, before creating something new.



In most cases, websites will have the opportunity to improve the performance of already published content based on available data. Taking the time to review your site's content allows you to make data-driven decisions, focus your efforts on achieving your goals, and recognize that improving existing content often leads to faster results than creating something new. 7. Build your topic clusters Once you have defined Pillar Pages and cluster content within a topic cluster, it's time to start creating content and developing it. While we won't go through a step-by-step look at how to write content that ranks, let's take a quick look at some tips that will get you going in the right direction.



It all starts with intent. You need to know what a user expects to find when searching for a query. This will help you create content that attracts users and leads to conversions. For example, someone searching for "shoes" didn't specify the type, color, or style of their shoes. From this query you can land on a page that offers options to browse different types of styles. Think of a top-level category page: UVmun-tKTgzUws9yYJqa9N7vEEaHK2qXTTX5ACsaphapT2vvD-6j4dzdEOxQXVhZkDvuS9_bf7Yii65dG3fiFlktsgdyEiSuhpg5bYBqbIhGc_PcCcrm9rGyAAmAg332lHxRWI4 Instead if the user searched for "Adidas Sneakers", you would expect to arrive at a subcategory page listing these items. P62tSzrJvOOhB-61z_WkTqIDO4smUJB2-5bbnK3iI9A2sM8kAUnuqSWxxtPUX-7XtTlbd77T74YHVLZqs6BBMt31IGKRQNgp8azPEarpoV6c_zEaL2mHShyzjwPpENK9QUE_OE8 Tapping real user intent is one of the main things to consider when building your topic clusters, but you can figure this out by doing research for your page's main keywords and analyzing the content that currently ranks.



When you need to write the text of your page, go to the SEO Content Template tool : it will provide you with guidelines regarding recommended content length, target keywords and variations and readability, based on the analysis of the top 10 results for the query search entered. zlGwTm1BsdqfeDOO06B2ZDhTOw560w6U_pBM7ids0oqZlObBih4E6J9pbHRPXIUnfBFnBwnJtS_u-dcwX5cAPazGym8K_RVSOBsQJjUN-jOIy1s8GpA9ChuX_7ADtsiOXOgkBr8 8. Do On-Page SEO Right There's a fine line between creating great content and on-page SEO, but you always need to make sure you optimize these elements in line with your keyword strategy. In short, on-page SEO is about optimizing: Page titles (title tag) Meta description H1/H2/H3 tags Internal linking And more You can use SEMrush's On Page SEO Checker tool to get actionable advice to help you improve your on-page optimization in minutes, along with a clear explanation of why you need to take action.



0b_hn-Hzf1-ep2BSdctmpgQlSSIqNWHN-xReTnlJSnwnW9RtuH7mdgjJxcM7JVLk4QOlgJGRFZ1Plp8IRY_EFZejvfSJdsERC9JjcUmSucr-DQqj2Jq_RZX1rQkmQobVffNH3VI On-page SEO might seem like SEO basics, but improvements to these elements remain a proven way to increase your site's organic visibility. 9. Find and fix technical SEO problems If your site has technical SEO issues, these could slow down its performance and prevent it from ranking as well as it could if those issues were resolved. You can find technical SEO issues using SEMrush's Site Audit tool and get an overview of errors or issues that may be hindering your site. _jF7I5F932B-zWAuX2ftDAxkdXkmmQ69f_fyQJUnucIvBsOeWJeYtGypb8Gb3S5B5c4GydC0Z_ealIlURGgxOT7pJtjZYwNaKyhJ4JZgq3JMQnp-fjqmgiz5yCFe52xHTTf9f54 This check will scan your site for more than 130 SEO-related technical errors. The tool classifies them as errors, warnings, and alerts based on their severity and ability to impact site performance.



Use it as a way to quickly identify priority opportunities and create a roadmap to work towards solving existing problems. Also schedule periodic checkups (we recommend once a month for most sites) to spot any new issues that need your attention, before they become a hindrance to your rankings. 10. Become an expert in Off-page SEO Backlinks remain one of Google's top 3 ranking factors , and the reality is that you will struggle to rank for competitive search queries without a solid link building strategy. This means you will need to come up with a plan to help you earn quality backlinks if you want to help your site grow and achieve your goals.



While there are many different tactics you can use to earn links for your site, the most effective are: Digital PR Link Building Resources Broken link building The Skyscraper technique Create link bait and promote it with outreach activities This doesn't mean you should discard other techniques. Our guide to link building strategies for 2021 and beyond is a great resource for finding new ways to get links. Another great way to find backlink opportunities is to use SEMrush's Link Building Tool . By setting up your project, you will get a list of opportunities to focus your efforts on to try to get links from their pages. 8fTrsvakVmo1Sx3boIrtfcwavqXRq0X_3bIxx9Z77pLaWGxs684sk7GDi5Gansf7OlQMtyjHTK9MSU-l5ZqDTjrINcubc0q1gfSVwFE5coDI7OJMj1ztLtTE7zbLQlD7GOsqZJI 11. Analyze and refine your strategy Your work doesn't end with creating the strategy and implementing the tactics – you'll also need to regularly analyze and refine your strategy.



No SEO campaign is ever "over" and there are always opportunities to continue to spur a site's growth. Whether it's creating new content, optimizing or improving what you've already created, or making sure no technical issues appear, you need to constantly evaluate and refine the work you're doing to ensure it's successful. Remember that you set goals and KPIs at the beginning of creating your strategy? You need to measure your progress against it and create reports at least once a month to ensure you are on track to achieve your goals. Adopt a continuous improvement mindset and focus your efforts on achieving growth. Without a defined SEO strategy, you are working blind. Take the time to create a strategy that helps everyone on your team understand the long-term goals of the channel and how you will get there.



Setting a strategy is about communicating what you intend to do in a way that makes sense to all stakeholders, giving those involved a clear focus. Start your Keyword Research with Keyword Magic Tool Try it for free → ADS illustration Share Find keyword ideas in seconds Improve SEO results with powerful keyword research Enter the keyword Free keyword research tool CHIARA CLEMENTE Marketer with a gigantic passion for videos. In Semrush I found my dimension as a manager of the Italian market: I have the opportunity to experiment in all areas of marketing, from emails to videos, from SEO to digital, and I have the opportunity to always learn new things. Sign up to learn more about: SEO Your email By clicking the "Subscribe" button you accept Semrush's Privacy Policy and allow Semrush to use your contact information to send the newsletter Trial Semrush banner Promote your digital marketing efforts Try it for free USA, 800 Boylston Street, Suite 2475, Boston, MA 02199 mail@semrush.



com Start using Semrush! or discover our plans and prices SEMRUSH Functionality Prices Successful cases Semush in numbers Insights News OTHER TOOLS Analysis report Projects Content Marketplace Agency Partner Affiliate Program SEOquake Sensor Prowly Kompyte App Center SEO for multinationals AGENCY Who we are Pressroom Career Partner Legal information Privacy Policy Cookie settings Do not sell my personal info Safety information For investors Semrush Select Global Problems Index Contact us GUIDE Knowledge Academy Semrush API COMMUNITY Semrush Blog Webinars FOLLOW US TwitterWhat is a Title tag and how to optimize title tags for Google Chiara Clemente Oct 20, 2022 7 min. of reading title tag example INDEX What is a Title tag? Why are Title tags important? 3 SEO best practices for writing title tags Common mistakes when writing Title tags Check Title Tags with Site Audit What is a Title tag? The title tag (or title tag) is a piece of HTML code that indicates the title of a web page and that appears in search engine results, social media posts and browser tabs.



Optimizing your title tags is one of the easiest ways to improve your SEO ranking on Google. These titles tell Google what your page is about. Title tags appear as links on the search engine results page (SERP), like this: img-semblog Typically, it's best to keep title tags between 50 and 60 characters . This way, words won't get cut off in desktop or mobile SERPs. In this article, we'll talk about title tag examples, SEO best practices, and the most common mistakes that can cause Google to rewrite your title tags. Example of HTML code for the Title tag Here's what the HTML code for a title tag looks like: <title>Questo è il mio titolo</title> The title tag appears in the <head> section of the page's HTML code, like this: img-semblog Most content management systems, like WordPress or Squarespace, automatically set the title tag when you insert a title on a new page.



Why are Title tags important? Title tags are a confirmed ranking factor . Google uses the title tag to get an idea of ​​the content of your page and the relevance of your content to the user's search question. Title tags also tell browsers how to display your page title in three key places: search results, browser tabs, social media. Title Tags appear in search results Good headlines improve user experience and encourage clicks . For this reason, your page title (and meta description ) should act as a header and entice users to click on your result. img-semblog Title tags appear in browser tabs Title tags tell the browser how to display the page title in tabs.



This helps users navigate to the correct pages when they have multiple tabs open. Here's what these tabs look like: img-semblog Title tags appear on social media Title tags determine how a link appears when shared on social media. The title provides important context to the social media post , so if the title tag is missing or inaccurate, the other elements of the post may not make sense. Check out the page title at the bottom of the image below: img-semblog Learn more about title tags and other on-page SEO factors in our in-depth guide. 3 SEO best practices for writing title tags In addition to being a ranking factor, the first impression that users will have of your page when it is displayed in search results depends on the title.



Here are some good practices to follow for writing title tags from an SEO perspective: 1. Write short titles While Google won't penalize you for a long title, it may shorten or rewrite it . And his version of the title won't always make sense. For this reason, we recommend keeping titles around 60 characters. In the example below, the title tag has too many characters. Google displays it as "AUTODOC - auto parts store with more than 4 million...", leaving users wondering: img-semblog Here are some examples of shorter page titles that don't make the cut: img-semblog Since you have limited space, it's important to decide whether or not to include your brand name .



In fact, by leaving out the brand name, you could write a more detailed title. To keep titles short: avoid writing the title in all capital letters - capital letters take up more space and could cause the title to be cut off (in fact, rather than characters we are talking about the pixels that your SEO title occupies); remove your brand name unless necessary; use symbols to save space (for example, "&" instead of "e"). 2. Write unique headlines Unique titles help search engines determine what a page is about and can influence users to click. Imagine running an e-commerce website with the same general title for every single page, such as "Online Furnishings for Your Home.



" img-semblog If a user is specifically looking for coffee tables for the living room, the generic title might suggest that this page doesn't match their search (even if it actually does). After all, “coffee tables” appears nowhere in the title. This page in particular talks about coffee tables for the living room. So, including this keyword makes your page title more user-friendly for the reader and the search engine. In this way: img-semblog 3. Target a primary keyword It's best to include just one target keyword in the title tag of a given page. Placing many keywords in the title of a single page can hurt the page's rankings . Plus, it can confuse users , making them less likely to click through to your page.



For example, the title of this page contains three different keywords: "auto parts", "scrappage" and "used car parts for sale". img-semblog A single page probably won't rank well for all three keywords (and Google's algorithm is advanced enough to understand keyword semantics and variation ). Also, a title tag like this looks a little too spammy. So people won't be enticed to click on it. A simpler, more natural title like this would work better: img-semblog Pro Tip : You can use Semrush's On Page SEO Checker tool to find on-page SEO issues, including keyword insertion in the title tag. If you can't choose just one target keyword to represent your page, you may want to think about splitting your content into multiple pages.



Common mistakes when writing Title tags In some cases, a poorly written title tag can cause Google to display a completely different title than you intended. Unfortunately there is no guarantee that Google's version is better. Additionally, while Google's rewrite doesn't necessarily affect your rankings , it may change your page's click-through rate (CTR). Some of the most common mistakes you can make when writing title tags are: Missing <title> element This is pretty simple. If you don't specify the title tag in your HTML code, you don't have a title. In search results, Google will come up with a title for your site based on the content of the page. To quickly find missing title tags, use the Site Audit tool to perform an audit.



Then go to the Issues tab of your report and filter for "title" errors in the search bar. img-semblog Click on the "X pages have no title tag" error to get a complete list of pages with missing title tags. Repetitive or standardized text Title tags should inform the user about the type of page they are clicking on . So, if you own an event space and include words like "tickets," "seating," and "tour dates" in every title tag on your site, Google will likely rewrite your title. ❌ Incorrect example: United Center home page ✅ How to correct it: Tickets and events | United Center - Chicago, IL The correct example includes keywords that are relevant only to that page.



Instead of including basic terms, it includes the page topic (tickets and events) plus the venue name and city. If you have already performed a site audit to identify missing titles, in the same report you will also find the list of pages with duplicate titles. img-semblog Click on the "X problems with duplicate title tag" error to obtain a list of the pages on the site that present this error. img-semblog Find and fix title tag errors with Site Audit Try it for free → ADS illustration Keyword Stuffing There's no need to include the same or similar keywords multiple times in hopes of getting a ranking. Think like a user when writing your titles.



Focus on describing your page accurately and concisely with one or two keywords at most. ❌ Incorrect example: Online Auto Parts - Discounted Auto Parts Accessories! Auto parts store ✅ How to correct it: Spare parts for your car at discounted prices The right title is better because it is not repeated. The "incorrect" example repeats several related keywords, which looks spammy and doesn't inform the user about the specific content of your page. Long title tags Google shortens or rewrites 99.9% of title tags that exceed 70 characters. Again, it's best to keep title tags between 50 and 60 characters. This way they are less likely to be cut off on mobile or desktop.



❌ Incorrect example: Save hundreds of euros on Stressless armchairs and sofas with our immediate discount offer - Casamica Furniture How to correct it: Save on Stressless armchairs and sofas | Casamica furniture Include only the most relevant information in the title tag. Everything else (e.g. instant discounts, savings of hundreds of euros, etc.) can be added to the meta description. Relevance Google does its best to provide users with results that match their search intent . So if you choose something vague like "Home Page" for your homepage title, Google will likely update it with something more specific. ❌ Incorrect example: Travel blog ✅ How to correct it: How to travel alone if you are a woman: my experiences A travel blog simply titled "Travel Blog" doesn't tell Google's algorithm or readers what your site is about.



By adding something unique about your site to the title tag , users will be enticed to click. For example, by adding "how to travel alone if you're a woman", readers will be able to better understand who you are. This title would match the search intent of a woman who wants to learn to travel alone, but not that of a family of four. Check Title Tags with Site Audit Writing optimized title tags is a great opportunity to tell Google what exactly your page is about. The context you provide helps the search engine find and rank pages and gives readers key information that encourages more clicks. Continue experimenting with title tags to improve the experience for both users and search engines and to avoid errors that could lead to inaccurate titles.



And rely on Site Audit to identify duplicate or missing titles along the way. Find and fix title tag errors with Site Audit Try it for free → ADS illustration Share Find keyword ideas in seconds Improve SEO results with powerful keyword research Enter the keyword Free keyword research tool CHIARA CLEMENTE Marketer with a gigantic passion for videos. In Semrush I found my dimension as a manager of the Italian market: I have the opportunity to experiment in all areas of marketing, from emails to videos, from SEO to digital, and I have the opportunity to always learn new things. Sign up to learn more about: SEO Your email By clicking the "Subscribe" button you accept Semrush's Privacy Policy and allow Semrush to use your contact information to send the newsletter Trial Semrush banner Promote your digital marketing efforts Try it for free USA, 800 Boylston Street, Suite 2475, Boston, MA 02199 mail@semrush.



com Start using Semrush! or discover our plans and prices SEMRUSH Functionality Prices Successful cases Semush in numbers Insights News OTHER TOOLS Analysis report Projects Content Marketplace Agency Partner Affiliate Program SEOquake Sensor Prowly Kompyte App Center SEO for multinationals AGENCY Who we are Pressroom Career Partner Legal information Privacy Policy Cookie settings Do not sell my personal info