Key steps for website optimisation

When you want to build, you first have to dig the foundation, pour the water and then build the home of your dreams, brick by brick. But the first step is always to have a stable foundation on which to build the walls. This is perhaps the easiest way to understand why website optimisation is important before you start anything else.

Just like construction, SEO requires a good professional to take your hand and guide you through the bumpy road of website optimisation.

However, while most people have some idea about building a website, they have less idea about search engine optimisation. That’s why we thought it would be worth presenting the main steps, or “stages” if you like, of what you can expect if you’re thinking about SEO.

website optimization

First, let’s look at the main aspects of website optimisation

Basically, SEO should be broken down into three different parts, which do overlap.

These are, in order:

  • Technical SEO
  • On-Page SEO
  • And Off-Page SEO

These three main groups must of course be broken down into several subgroups.

In technical search engine optimisation, we analyse the following:

  • Check indexing and brand name based search
  • Whether the page is displayed for the main keywords (no keyword research is needed here. Just think of the main keywords for your industry. For example, in the case of a hairdresser: hairdresser, hairdresser Budapest, haircut, haircut Budapest X. district etc.)
  • Check page speed
  • Is the website connected to Search Console and Analytics
  • Is the site responsive (i.e. well-optimised for mobile, tablet)
  • Check for broken links on the website
  • And whether the images are properly optimised

During On-Page SEO, we take a closer look at the following aspects:

  • Are the texts keyword optimised?
  • Is there a blog sub-page? If so, how regularly is the content updated? What is the length and quality of the articles?
  • Is there a blog sub-page? If so, how regularly is the content updated? What is the length and quality of the articles?
  • Are the URLs correct?
  • What are the internal links? Are the relevant articles linked?
  • How is the site from a UX perspective? Is it user-friendly?

The elements of Off-Page SEO are:

  • Are there any external links? If so, how many? What quality pages are they pointing to ours? How relevant are these pages?
  • What anchor text do external links point to us with?
  • Are we actively using social media? How do we get articles and content to people?

Now let’s look at the elements one by one.

website optimization results

SEO optimisation of the website, from a technical point of view

As we have written, technical SEO involves checking, among other things, whether the page is indexed (i.e. “seen”) by Google. This is always the first step, because if it is not listed in the search engine, all further work is pointless.

We can do this by using an online software such as seositecheckup to check whether we have a sitemap. This map is what Google’s search engines use to find their way around our site. If not, they are “in the dark”. Then we need to generate one, which is also done by various online programs, such as mysitemapgenerator.

Tip: If you have a WordPress-based website, you should install the Yoast SEO plugin, which automatically generates a sitemap.

After that, it’s worth waiting a few days and then seeing how the indexing went and looking for ourselves.

You can do this with the site:site name+wordspace+keyword combo. In our case it looks like this:

checking indexing

Then you need to check the page speed. We use two types of online software for this, Google’s official analyser, PageSpeed Insights, and a free program called Gtmetrix.

It is definitely worth linking the website to Search Console and Google Analytics, as we can learn a lot of useful information about visitors and potential customers.

It’s also worth testing whether the site is mobile friendly using Google’s own software – you can of course do this by simply typing in your own website on your phone and browsing.

As for the loading speed, it is also important that the images are as small as possible but of good quality, and whether there is a broken link on the page is also an important factor. These are links which, when clicked, result in a 404 page and thus lead to a “dead end”.

The secrets of On-Page SEO (website optimisation)

On-Page Search Engine Optimisation (website optimisation) is mainly concerned with the content of the page. This is why it is most important to do a keyword research before starting the whole process. Here it is worth looking at what keywords your competitors are ahead of you, in what cases, and what content they have achieved this with.

For example, keywords can also be sorted into Google Spreadsheets for easier visibility. We then need to review the text on our page and start rewriting, proofreading and/or expanding our content based on the list.

Here it is worth pausing for a word or two.

Because Google’s robots don’t see the same things that we users see, they work from the source code. If you press the ctrl+u key combination on the website, the source code will pop up in a separate tab or window. This is what the robots see, and they can navigate based on that.

This is why the title, headings (H2, H3, etc.) must be specified. Also, to appear well in the search engine (or as it is called in English, Search engine results pages or SERPs).

Care should be taken here to ensure that the meta description is neither too small nor too large, nor the title bar. Fortunately, there is a very good free program that simulates how your article will appear in the search engine.

search engine optimisation steps

Here’s what to look out for:

The url should contain hyphens and should be limited to 30 characters and include the keyword. Only lower case letters without accents should be included.

The Title should not be longer than 70 characters. This should not be maximized, as 70 characters do not always fit into the 600 pixel space.

The meta description can be up to 150 characters long and should include the keyword, which the search engine will highlight in bold. However, there are also times when you can only fit fewer characters in the 960 pixel space – depending on the size of the font.

You should include both internal and external links in your articles. In the case of external links, you should only link to pages that are relevant, useful and of good quality. 

In addition, images must be accompanied by alt text, i.e. replacement text. These should also include the keyword and should aim to be short and concise.

And in terms of user experience, we need to consider how transparent the site is, whether there are no hidden menu items, whether articles are easy to find and share, or, in the case of a webshop, how easy it is to shop, for example.

Everything that happens outside the page, or Off-Page SEO

Off-Page is more logistics, or perhaps even more sales. Unfortunately, many people think that once they’ve written a long, exhaustive article, that’s the end of the process – but that’s when the real work begins. You have to get that article out to people.

Most people just share the content on Facebook, waiting for the roast pigeon to fly into their mouths. The truth is that Facebook is getting less and less organic reach. And when there is such a huge amount of digital noise, we can’t afford to focus on just one channel, as we become very vulnerable. But what else can we do?

  1. For example, you can build an email list where you can send out a monthly newsletter
  2. You can also use other platforms: insta, YouTube, Spotify, Pinterest. Of course, you also need to produce different types of content on these platforms.
  3. You can get backlinks from external sites by link building or guest blogging

When link building, we need to make sure that the link comes from a page that fits our profile. For example, if you have a construction business, you should not link from mindmegette.hu, as the gastro and construction industries are as far apart as Makó is from Jerusalem.

It is also not worth using old techniques such as the link park, link farm link building method. This is easily spotted by Google, can be perceived as manipulation, and can even be punished by Google by ranking your site lower.

website optimization

Summary

As you may have noticed from the article, SEO is an extremely complex and time-consuming process. Unfortunately, it is not possible to achieve spectacular leaps in a short period of time. It’s a bit like training for a marathon.

It takes a lot of training and perseverance to go the distance – but it all pays off in the end. What this means in this case is that after a while (typically a few months to six months), you’ll start to organically grow your traffic and move up the search rankings. This in turn will boost your online business significantly, which is a straight path to a fatter wallet.

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