14 Dec 2021

Five best practices to start optimising a website

Reading time: 5 minutes

A website can easily become the main showcase through which a company presents itself to the world. To achieve concrete results, however, it is necessary to put in place a series of good practices that can give visibility to our site, providing readership and creating traffic.

When you build a site, therefore, it is advisable to draw up a marketing strategy that integrates and strengthens our actions outside the web, carefully designing and constantly keeping an eye on business objectives. In order to give greater stability to online activities, a specific SEO strategy must be developed within the marketing framework.

SEO: where do I start?

SEO (Search Engine Optimization) represents a set of good practices that can make your website as attractive as possible for Google and for search engines in general: being able to build an effective SEO plan is far from simple and immediate, considering that in some cases the results of your interventions will not be visible in the short term. In addition, there is no real magic formula of the perfect SEO, so you must accept from the get-go that you can and must make mistakes, working by trial and error, exploring, correcting and learning from your mistakes.

Five good practices for SEO

However, it is essential to know where to start, focusing on the basic elements of an effective SEO strategy. Clearly, this also applies when you choose to rely on sector professionals: you cannot expect anyone to implement a plan to optimise your site without your direct involvement.

So, what are the starting points for building an SEO strategy for a website?

Here are the 5 best practices for an effective SEO strategy.

1 – Title Tags

One of the most important yet neglected aspects of on-page optimisation. After the initial keyword research, which is essential to structure the SEO strategy, title tags are set up, whose main purpose is to communicate to search engines the specific topic of each page of the site. Titles must be unique for each page and will be featured during a user's organic search.

How do you write a good title tag? The ideal structure is usually “Primary Keyword – Secondary Keyword | Brand”. You should keep the length of your title tags to a maximum of 55 characters, including spaces.

2 – Meta descriptions

The function of meta descriptions is to make your site as attractive as possible when it appears among the results on a search engine. At this point, the user must be able to read a brief description that motivates them to click on the result related to your site: an attractive message, capable of generating curiosity, within which keywords have been used intelligently. The most important aspect, however, remains the ability to communicate the topic of the specific page to the user in a timely manner.

How do you write a good meta description? The length must be between a minimum of 150 characters and a maximum of 160, spaces included. It is important to try to limit the use of duplicate meta descriptions as much as possible, always remembering to write them with the intention of inciting the potential reader to click on your link.

3 – Header with keywords

Titles, also called headers, are crucial to help index your content. The tags present in H1 (page headers, the title that identifies the main topic of the content) are a hugely important factor by guaranteeing a further degree of depth of understanding of your content to search engines. This obviously applies not only to H1, but also to the specific headers of paragraphs and sub-paragraphs (H2 and H3).

How do you write good header tags? The most important aspect to keep in mind is the targeted and natural use of content-specific keywords: this applies to all the titles within the page, both the main one but also those related to the text sections.

4 – Internal links

Another determining factor for SEO strengthening is the creation of a structured and thought-out internal link system. In short, linking the various pages and content of your site with a link will help users (and search engine bots) navigate our site, making it leaner and more intuitive. By making the browsing of your pages a more in-depth and lengthy experience for your readership, you will offer a better service, allowing search engines to understand the value and relevance of your keywords.

How do you build good internal links? The first element to consider concerns the choice of keywords to be used as anchor text: which keywords and queries are best suited to link to other content on your site? The main objective is to offer the user a simple but at the same time in-depth and valuable experience.

5 – Image Alt Tags.

When we talk about Alt Tags, we basically mean the name of an image. Every single photo on the site must have an appropriate tag. This is not only to facilitate indexing through the search engine: this indicator, in fact, is also essential for the accessibility of the content, which can thus also be read by a reader which interprets the image.

How do I write good Alt Tags for images? Always take advantage of your keywords within the name, combining them in such a way that they best describe what is represented in the photo. It is good practice to be minimalist and not underscore between the various words and, of course, not to insert non-alphanumeric symbols in the names.