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The number of websites indexed on the Internet leaps from year to year. The consequence is that it becomes more and more difficult to appear in the first results of the search engines on interesting queries. The classic SEO techniques are not always enough to really improve and durably its SEO and boost natural traffic. This is the reason why we offer in this article 7 original SEO tips and really very effective. These tips that are out of the ordinary can interest all types of sites (showcase site, e-commerce site …).

The importance of SEO

In general, SEO is a factor you only think about when you create your website.

The importance of SEO is reflected in the following practices:

  • Implementing a single H1 tag per page
  • Setting up a redirection system between your most powerful pages and your main navigation page
  • Adding alt attribute to all your images
  • Creating non-dynamic URLs
  • The guarantee that the loading time of the pages is as short as possible

Although these measures are relatively simple to apply, you would be surprised to discover the number of websites that go wrong.

For example, while the steady stream of small technical changes can be extremely beneficial to natural traffic growth  , many companies only look at it once and then never come back.

7 SEO tips to improve SEO

To improve your SEO (and consequently your SEO), you must first focus on the factors contributing to the success of your best content because a small improvement could represent a strong growth opportunity. But concretely, how? 

1 – Avoid 404 pages and broken links 

404 Pages

Whenever a visitor tried to access a URL that did not exist on our website, it was redirected to our 404 error page.

This is usually a good thing because it means to Google, “This page does not exist, so do not analyze it.”

Unfortunately, our 404 error page did not resolve a 404 server error, but actually generated a 200 response. In other words, she said to Google, “I’m a real page and you have to analyze me and you’re indexing me! “.

Google was wasting valuable time analyzing and indexing content that did not exist on our site. But that’s not the only problem we’re having …

Broken links

A number of bad URLs were generated by people who were posting bad links on other websites and redirecting to ours.

By redirecting all these pages to a “/ not found” page actually generating 200 responses, we were actually transferring all their PageRank to that same  “/ no found” page instead of assigning it to the correct URL or page. Ouch!

Here are some crazy numbers: there were 8,000 inbound links spread across 2,000 different domains for this “/ not found” page!

Redirections to avoid 404 and broken links

We first started by removing all 301 redirects pointing to any subdomain page via the “/ not found” page.

In other words, if no redirection 301 is configured for an incorrect URL to redirect to the correct page, it will redirect to a 404 error page, thereby indicating to Google not to index it.

We have also removed the page “/ not found” to go through a page 404 that is not treated as one of the pages of our website.

Finally, we have implemented 301 redirects for all the incorrect URLs for which links exist so that they redirect to a correct or relevant URL.

Thanks to this tip, the number of pages indexed by Google has decreased significantly and its crawlers have been able to focus more frequently on the analysis of important pages.

Best of all, the precious PageRank was transferred to the content we wanted to be referenced, while giving it a big boost thanks to the influx generated by these new links correctly configured.

2 – Choose the right pagination for your blog

Make sure you set up an appropriate pagination on your blog because it can have a direct impact on your SEO performance.

In our case, for example, we had problems with the links on the list pages, ie “/ page / 1”, “/ page / 2”, etc. We had “Next” and “Back” buttons , which caused search engine complications.

When Google scans our site for content, it had to follow the links to find the page it’s looking for. To find an article published a year ago, for example, he had to first access the blog and then follow all the “Next” links until he reached the lists page with a link to this article.

Every time a Googlebot follows a link on a website, it enters a new layer of its architecture. The more he sinks into his depths, the less he considers that the pages he finds are authoritative and the less he analyzes them. Sometimes even a page is not analyzed at all because it is too deeply embedded in the site’s architecture.

Adopt a smart paging system

Set up a paging system on your blog that allows Google to jump several pages at a time when it performs its analysis so that a large portion of your blog articles emerge from the depths of the architecture of our site.

C ette solution is likely to boost the ranking of a number of your articles. It’s a simple, easy-to-implement change that can pay off and, no matter what, it’s a big improvement in terms of both architecture and user experience.

3 – Embed schema tags on your blog

You have to integrate Schema.org tags with content published on your blog because they allow Google to review and understand each component of your web pages.

What is a Schema.org tag?

It is a tag that allows search engines to understand the type of content published on your web page (s).

You can add tags to all your blog posts to specify the following to Google:

1. This is a blog post.
2. This is the header photo of the article.
3. This is the date and time of publication.
4. This is the title of the article.
5. This is the body of the article.
6. This is the category to which the article belongs.
7. This was published by HubSpot.
8. This is the name of the author of the article.
9. This is the URL of the author’s page.
10. This is a photo of the author.
11. This is an abstract of the article.

You can then check the result on your own with Google’s structured data test tool . Simply enter the URL of one of our blog posts in the Enter URLfield and click TESTER .

Why do I have to add Schéma.org tags?

Because Google will then be able to better understand our content and choose the most optimal display options. It often uses this data to customize snippets of search results as well as the results displayed in the Knowledge Graph.

This solution is not revolutionary, but it is still worth it.

4 – Add custom H1 tags and abstracts on topic pages

When you set up a “Topics”  page on your blog, there may be nothing to differentiate them from each other. Not being able to differentiate different pages will have an impact on your search engine ranking in Google’s search results.

What to do to solve this problem?

It may be that each page “heading” of your blog has only a generic title giving no details on its nature. It is therefore necessary to add personalized and relevant H1 tags, such as “CRM blog articles”, as well as a short description of the sections, which is also personalized.

Also add a page “/ topics” to all your international websites to improve the architecture of the blog.

Why do I have to customize H1 tags and topic abstract?

All of your blog’s topic pages were similar and none of them had really specific content that could be referenced in the search engines. Adding these tags will improve your SEO performance as well as the customer experience.

5 – Integrate hreflang tags

What is a hreflang tag? This is a  tag that Google uses to determine which countries / languages ​​are available alternative versions of a web page. For example, to tell Google that this page is the Spanish equivalent of our .com home page, we can use one of these tags.

They work in a similar way to the canonical tags and allow to indicate the existence of the duplicate of a page. But here, they also allow Google to index local content in local search engines more easily.

Example of implementing hreflang tags 

o give you an example, previously on our site,  our hreflang tags were scattered everywhere and were in most cases, poorly implemented. Unfortunately, this did not contribute to the SEO efforts we were deploying for our international sites.

After working a lot on our hreflang tags, we managed to configure these tags for all the base pages for which there are country-specific versions – all product pages, home pages, and so on. V

Here, for example, what is the code of the pages / products now:

Why do you have to optimize your hreflang tags?

By optimizing your hreflang tags, you can establish  a strong link between the content of your main site – the .com version of the site for example – and that published on your other international domains. The implementation of these tags makes it possible to confer a higher level of confidence to all of your sites while facilitating the analysis work of Google.

6 – Integrate meta lang tags

Have you ever heard of meta lang tags? These tags are more or less similar to hreflang tags in that they tell search engines in which languages ​​the content they are analyzing is written.

They should appear on every web page of your site so that search engines can easily determine how to locate their indexing (Bing is particularly fond of these tags).

Why  embed meta lang tags on your website? 

It is important to incorporate meta lang tags into your website, even if they will not have a particularly significant impact on the volume of our traffic. Indeed, they will help search engines to analyze, index and rank your local content more effectively.

7 – The XML sitemap

At HubSpot, we host all of our offer content on a subdomain.

Clearly, these are the content we use to generate leads (eBooks, templates, webinars, etc.). These are also the contents that we really want to see well referenced in the search engines.

And you know what ? We did not even have an XML sitemap for this subdomain …

Why add an XML sitemap to your website?

It is very important to work on the architecture of your subdomain and setting up an XML site plan will allow Google to discover and reference any new published content more quickly.