Love the way your website looks? Great. But that alone won’t ensure your website objectives are met. Creating an effective, highly performing website that shows up near the top of a search results page requires many critical elements coming together and playing nicely.
Ranking highly in searches, gaining traffic from social networks, having links to your site shared by others and ultimately converting visitors all require strong content, a positive user experience and multiple other considerations that can make your head spin if you’re not a computer programmer. As Ginny Soskey writes in her HubSpot article, “SEO can be tricky. You’re optimizing your pages to be surfaced by robots, yet at the same time they must be engaging to humans.”
Marketing analytics company Moz has helped solve this conundrum with an infographic highlighting key elements of a search engine-optimized Web page. As you develop and update your website, take the time to confirm your pages possess these seven characteristics:
1. Accessible to crawlers/bots – A Web crawler browses the Internet and copies the pages it visits. Search engines index those downloaded pages so that people can search them more quickly. Developing static URLs, keeping content unique to those pages and limiting characters in your Web address, page titles and meta descriptions will all help make your pages more accessible to crawlers.
2. Content is uniquely valuable – The content offers everything a searcher might want and includes strong images and/or multimedia.
3. Built to be shared – Pages make it easy for visitors to share your content with their social networks, and URLs clearly indicate the page topic.
4. Provides a positive UX (user experience) – A well-organized page that loads quickly, is easy to scan, calls out important information, contains great visuals and has a polished, brand-friendly design will be easy for visitors to read and create an enjoyable experience.
5. Keyword-targeted – Your page should target a single search topic and feature associated keyword phrases. Primary and secondary keyword phrases should appear in the headline, page title and content.
6. Includes metadata, authorship, scheme and rich snippets – The page’s meta description – that short description of a page that shows up in search results – should contain primary and secondary keywords and be enticing to searchers. As appropriate, the page should also include Google’s rich snippets mark-up options (those images, videos, author photos and other details that show up on search results pages and draw our eyes right to that result).
7. Works well across devices – The page should look the same across browsers and be optimized to render legibly and aesthetically on any screen size.
Check out Moz’s full blog post about this infographic for more details on each element.