Site Level Factors in Google 200+ Ranking Factors
A few top tips for checking your website's SEO potential.
It's important to keep in mind that most of the benefit you get from SEO comes from building links to your site - this should ideally take up about 80% of the time you spend on your optimization. However, there is still a lot of potential that you can exploit through your on-site activities. This mainly involves optimising your metadata, adding additional fresh content on all your top category pages and around your main target terms, increasing your site's crawl rate, applying internal linking, and fixing canonicalization or potential duplicate content issues.
The most important on-page factor you need to address is your page titles. All page titles on your site should be unique, contain a target keyword, and be less than 65 characters long (including spaces). Do not overload your page titles and always keep your users in mind (your visitors will be reading your page titles after all, they need to give them an idea of what the page is actually about). Another good way to get more SEO benefits out of your website is to add additional content.
Additional content will inevitably help your site rank for what are called long-tail variation terms. These terms usually consist of more than four words and are usually unique, meaning they have never been used before. The main advantage of ranking for these terms is that they generally signal a much stronger purchase intent than general terms and, in most cases, they account for the total share of traffic to a given website. The total share of long-tail terms on your website usually leads to more conversions on your website than one or two generic terms.
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