On-Page SEO Techniques for 2022
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The document discusses on-page SEO best practices for 2022, including optimizing HTML tags like title and meta descriptions, page structure using headings, internal linking, user experience factors like site speed and mobile friendliness, compliance issues, and using schema and social sharing. It provides examples of popular schema types and tools for analyzing SEO, links, and user generated content.
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On-Page SEO Techniques for 2022
- 1. Dust Off your Strategy for On-Page SEO in 2022 © 2022, ShoutHaus, All Rights Reserved www.shouthaus.com
- 2. About • Stephen Fraga • Contact: stephen@shouthaus.com (415) 598-8715 • Join the meetup! meetup.com/SF-digital-marketers/ shouthaus.com | (415) 598-8715 | info@shouthaus.com 2
- 3. The Main Areas of SEO • On-Page • Off-Page • Technical shouthaus.com | (415) 598-8715 | info@shouthaus.com 3
- 4. On-Page SEO • HTML • Content • E.A.T. • UI/UX • Compliance shouthaus.com | (415) 598-8715 | info@shouthaus.com 4
- 5. HTML Affecting SERP + CTR • <title> • <meta desc> • “Fraggles” <a name=“#dogs”></a> • Filenames & Paths • “People Also Ask” (PAAs) shouthaus.com | (415) 598-8715 | info@shouthaus.com 5
- 6. HTML Links • Site structure • Breadcrumbs • Anchor Text • PageRank Sculpting • First Link Priority Rule shouthaus.com | (415) 598-8715 | info@shouthaus.com 6 https://commons.wikimedia.org/wiki/File:%22Org_charts%22_comic_by_Manu_Cornet.png
- 7. HTML Headings • One H1, Multiple H2s • Heading vs. Title • Keywords in Headings shouthaus.com | (415) 598-8715 | info@shouthaus.com 7
- 8. Content and Dwell Time • Word Count: 1000+ • Bounce Rate • Internal Linking • Videos • Extras: • Click-to-Tweets • User-generated Content • Tools • Keyword density: 1-2% shouthaus.com | (415) 598-8715 | info@shouthaus.com 8
- 9. Expertise, Authority, Trustworthiness shouthaus.com | (415) 598-8715 | info@shouthaus.com 9 EXPERTISE For an author, topic expertise (e.g., PhD and citations). For a website, a focus on a particular topic. AUTHORITY For an author, citations/links, social followers, being synonymous with the topic (e.g, Fauci). For a website, inbound links, citations, and social shares. TRUSTWORTHINESS Applies to the web site: SSL, refund policy, privacy/T&C policy, reviews, about-us page, external links to authorities, etc. Preference for .gov, .edu.
- 10. User Experience • Logically Structured Navigation • Intrusive Interstitials • Mobile Friendliness • Site Speed • Answer Search Intent • Design (UI) • Cumulative Layout Shift shouthaus.com | (415) 598-8715 | info@shouthaus.com 10
- 11. Compliance Issues • Valid HTML – Check with validator.w3.org • Accessibility – Check with Lighthouse in Chrome • Privacy • T&C • HTTPS shouthaus.com | (415) 598-8715 | info@shouthaus.com 11
- 12. Image Speed • WordPress Smushit: • Compression • Lazy Loading • Srcset attribute • Expiration headers with .htaccess • Better formats: • SVG • WebP shouthaus.com | (415) 598-8715 | info@shouthaus.com 12
- 13. Schema and the Semantic Web • Schema is XML Vocabulary for Web Pages • Described at schema.org • Inserted into HTML with: • JSON+LD, or • Microdata: div/span shouthaus.com | (415) 598-8715 | info@shouthaus.com 13
- 14. Popular Schema • WebPage / BreadcrumbList • Organization / LocalBusiness / PostalAddress • Product • Review • Author / Article • Person • Event • Video / Image • Recipe • FAQ • How-To shouthaus.com | (415) 598-8715 | info@shouthaus.com 14
- 15. Google Schema Tools • Google Search Console: URL Inspection https://search.google.com/search-console try: https://www.academyx.com/training/san_francisco/excel/ • Structured Data Markup Helper https://www.google.com/webmasters/markup-helper/u/0/ try: https://en.wikipedia.org/wiki/Tardigrade • Structured Data Testing Tool (old) https://search.google.com/structured-data/testing-tool/u/0/ • Rich Results Test https://search.google.com/test/rich-results shouthaus.com | (415) 598-8715 | info@shouthaus.com 15
- 16. Social Media Shares and UGC • Schema Associating Website with Social Properties • WordPress Plugins for Social Sharing Buttons • Comment Platforms: • Disqus • Jetpack Native Enhanced • Facebook Comments shouthaus.com | (415) 598-8715 | info@shouthaus.com 16
- 17. Tools • Ahrefs.com / Semrush / Majestic – keywords and site explorer • Buzzsumo.com / SparkToro – link finders and social shares • ScreamingFrog.com – crawling • Yoast/RankMath – SEO for WordPress • Siteliner – find duplicate content and errors • SiteBulb – visual representation of site structure • AnswerThePublic – find keywords and LSI terms • Critical CSS – inline your CSS for speed improvements • Cloudflare – various DNS and caching optimizations • Chrome Dev Tools – speed/network tests, accessibility compliance shouthaus.com | (415) 598-8715 | info@shouthaus.com 17
- 18. Experts • Nathan Gotch – gotchseo.com • Joy Hawkins– sterlingsky.ca • Brian Dean – backlinko.com • Neil Patel – neilpatel.com shouthaus.com | (415) 598-8715 | info@shouthaus.com 18
Editor's Notes
- Don’t forget witchcraft
- SERP PREVIEW: https://www.portent.com/serp-preview-tool/ Title should be less than 600 pixels, more or less 55 characters Meta descriptions be up to 160 characters Google rewrites both FRAGGLES: Search for “huckleberry finn gutenberg” FILENAMES & URLS: Keep them short and repeat keywords PAAs: Search for “potatoes” to see questions. To target, use conversational tone, <h1>s and <ol>s
- SITE STRUCTURE: https://www.vaughns-1-pagers.com/internet/linking-structures.htm BREADCRUMBS: https://yoast.com/breadcrumbs-seo/ EXTERNAL LINKS: To boring, authoritative sites Use target=_blank
- “Can I Deduct Cat Food on My Taxes?” vs. “Dependent Care Deductions in Section 185(b)”
- WORD COUNT Not so much “word count” as “work” or “authority” BOUNCE RATE “pogosticking” Google Analytics
- LOGICALLY STRUCTURED NAVIGATION Sitelinks appear for well-organized websites Helps Google assign importance to the right category and product pages INTRUSIVE INTERSTITIALS https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html CUMULATIVE LAYOUT SHIFT https://www.searchenginejournal.com/cumulative-layout-shift/371946/ MOBILE FRIENDLINESS https://developers.google.com/web/tools/chrome-devtools/device-mode https://search.google.com/test/mobile-friendly - use a different browser. try with sf.gov vs. tired.com Also try https://ready.mobi
- ACCESSIBILITY: https://a11yproject.com/checklist/ Images should have alt attributes Text should be adequately contrasted with background Relevant anchor text Video transcriptions Proper headings Schema – e.g., Author & Article tags Sitemaps NOTICES: GDPR’s “Accept Cookies” is not a ranking factor Privacy and Terms generator: https://www.termsfeed.com/privacy-policy-generator/ Watch out for CCPA which applies to any company that operates in California and either makes at least $25 million in annual revenue, gathers data on more than 50,000 users, or makes more than half its money off of user data. HTTPS Free certificates from LetsEncrypt.org
- WEBP: >cwebp amy.png -q 80 -o amy.webp Paint.net will save as webp format Fallback for 20% not using WebP: https://bitsofco.de/why-and-how-to-use-webp-images-today/ EXPIRATION HEADERS IN .HTACCESS: ExpiresActive On ExpiresByType image/gif A2592000 ExpiresByType image/png A2592000 ExpiresByType image/jpg A2592000 ExpiresByType image/jpeg A2592000
- JSON + LD = JavaScript Object Notation + Linking Data http://jsonviewer.stack.hu/
- JSON = JavaScript Object Notation + Linking Data http://jsonviewer.stack.hu/