Comprehensive Onpage SEO Checklist 2021

OnPage optimization includes technical, content, and structural adjustments to a website. You can follow the individual steps in our OnPage SEO checklist.

Table of Contents

1. Title tag optimization

Title tag optimization: What does the optimal title of a website look like

The title element of a website is used by Google as one of approx. 200 factors for calculating the ranking in the SERPs (in English: search results pages).

This is why the title element, also known as the title tag, is one of the most important factors when it comes to the OnPage optimization of a website. When designing the title of a page, the following points must be observed:
  • Every URL should have a title
  • Each URL should have a different/unique title
  • The keyword, which the URL primarily wants to rank, should be in the title
  • This keyword should be in the first position of the title (this is a heavily weighted ranking factor)
  • The title should not exceed a certain length (number of characters)
  • The title should be optimized for the user (offer added value, encourage to click)

Are the most important keywords at the front of the title tag?

Google rates the words that are at the very beginning of a title tag as particularly important. This becomes clear when you search for competitive terms such as “diet recipes” or “audiobooks”:


As you can see, most sites that rank for competitive keywords strategically place their keywords at the beginning of the title tag.

An example: let’s say you want to rank for the keyword “weight loss tips” and have to choose between two title tags:

Heading 1: Weight Loss Tips: 10 Strategies To Shed Kilos.

Heading 2: Lose 10 pounds with our weight loss tips

Google would ascribe more reference to the topic “weight loss tips” to the first title tag because it is right at the beginning!

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2. SEO friendly URLs

Often you will see URLs with 50 or more characters, for example:

Conditions / More / ConsumerHealthCare / A-Guide-to-Understanding-Clinical-Trials_UCM_426055_Article.jsp # .Vxcsrkf__IU

Even if the URLs aren’t quite as bad as in the example, they should always be checked.

Why are short URLs important for SEO? Just like your title tag and content, Google uses your URLs as a reference to the content of your page and tries to determine as precisely as possible which topic is involved. The easier you make it for Google here, the more likely Google will include the page in the rankings.

Create short and crisp URLs that contain the keyword and from which you can recognize the content of the page.

If you have a date or category in your URL structure (ex: you should consider the category and omit the date from future posts.

Use punctuation marks in URLs whenever possible.

The URL is much more useful for Google than Google recommends using hyphens (-) instead of underscores (_) in URLs.

After some testing, I’ve found that super-short, keyword-rich URLs make a small but significant difference in ranking.

Common causes of problems with URL structure:
  • Special characters or other parameters in URLs
  • Upper and lower case in the URL
  • Separator in the URL
  • Filler words
  • Subdomains
  • Trailing slash
  • File extensions
  • Umlaut domains
  • Dynamic URLs (due to sorting and filter functions, session IDs, etc.)
  • Multilingual URLs
  • Non-ASCII characters

3. Multimedia Elements In Blog Posts

The addition of multimedia, such as images, screenshots, lists, and videos, has no direct influence on the ranking of your site.

I am including it here, however, as it boosts user interaction and Google attaches more and more importance to this. Multimedia also increases the subjectively perceived value of your content.

If your content is perceived as more valuable, you will receive more links and your ranking will ultimately increase.

Action: At least one multimedia element should be embedded in every blog post (video, audio, image, infographic …)

Blog Posts Multimedia Elements

4. Keywords at the beginning of every blog post

Keyword prominence is the new keyword density. In other words: Google pays close attention to WHERE a keyword appears on your page. The earlier it appears, the higher the importance that Google ascribes to the keyword.

Action: Put the keyword you are targeting in the first 100 words of the article.

5. H tags

Write the keyword in the H1 tag.

The H tags are used to structure and weigh the headings in the texts and form the semantic backbone of every page. With the tags (H1-H6) you tell Google which of the headings is most important. If possible, the headings should include the keyword right at the beginning of the heading.

Most CMS systems (like WordPress) automatically put your article headline in the H1 tag. Some themes override this default setting so that the page may not even have an H1 tag at all.

You can check this quickly by displaying the page source text (right-click in the browser to display page source text). If you find such an H1 line and the heading it contains matches, everything is fine:

H1 and H2 tags

Headings and sub-headings help structure the content. Also, they help visitors to quickly grasp which topic the page is about and it makes reading easier.

Since subheadings usually summarize a section of text precisely at best, they are also a great help for Google in classifying the topic of the page better.

Also in the H2 and H3 subheadings, you should place the keyword that you are aiming at. It also affects that the content is easier to read.

Heading h1

Heading h2

Heading h3

Heading h4

Heading h5

Heading h6

6. Your website loading speed

This is a huge issue.

The speed of the page is one of the few ranking factors that Google has officially confirmed. Fast loading times are important to save visitors frustration and anger.

If a website takes too long to load, it is likely that the user will simply click on “Back” and click on the next page in the search results – potential customers will be lost.

You can measure the speed quickly and easily with Google’s own PageSpeed ​​Insights tool.

Action: Use the Google PageSpeed ​​Insights Tool to determine the speed of a page. The WordPress plugins W3 Total Cache and WP Smush It (both free) can help make everything a little faster.

Besides, there are several things you can do to slow down the loading speed:

  1. Reduce / shorten HTTP requests
  2. Only use one CSS stylesheet
  3. Only use one CSS stylesheet
  4. Use CSS sprites
  5. optimize all images
  6. Use server-side caching
  7. Use Gzip compression
  8. Use a CDN (Content Delivery Network)
  9. Reduce 301 redirects
  10. Use a dedicated server
  11. Optimize your web server
  12. Avoid pop-ups

Flash content, CSS files, and Java scripts have a major influence on the loading speed of a page and should therefore only be used with care. It is essential to avoid the unnecessary placement of these elements.

There are several tips to reduce the size of the JavaScript file:

  1. Don’t work with jQuery
  2. Avoid JavaScript frameworks
  3. Use JavaScript libraries hosted by DoubleClick
  4. Set up targeting for specific browsers and devices

If there are several JavaScript files, they can be merged. Tools can also remove comments and unnecessary white space from JavaScript.

7. Image optimization

The “Alt” attribute helps search engines to better understand the content of an image. The crawler is still not nearly as good at assigning the content of an image as it is with classic, HTML-formatted text.

Also, optimizing the images for popular keywords can help you get traffic from Google Image Search. To help the Google crawler here, you should use a meaningful short description as alt text and in any case include a few of your most important keywords, provided that they fit in terms of content.

The regular user will only see this text if the image cannot be displayed correctly for any reason, but search engines always provide important information. In addition to the alt text, you should also optimize the image title and file name.

In addition to the alt text, suitable file names and sensible image formats should also be used. The file name provides a further indication of the content for the search engine, and with a classic format such as JPEG, PNG, GIF, and BMP you can be sure that the images are correctly evaluated.

8. "Slash Bounce Rate"

The so-called bounce rate provides information about the page jumps, i.e. how many users visit a page (mostly based on the search results) and jump back directly without calling up another (sub) page. Jumps should be avoided as much as possible, as these are always potentially paying customers.

Many factors contribute to a high bounce rate. For example, users leave your website on the entry page in response to the design or when it comes to a negative user experience.

Or users leave the website after they have viewed a single page, have found the information they are looking for, and visiting another page is not necessary or of interest.

If Google notices that people are jumping straight back to the search results from your site, this is a clear sign for Google that you are not a quality result (for the users) and that they, therefore, do not need you on the first page.

Slash Bounce Rate

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9. Dwell time ("dwell time")

As with the bounce rate, Google also pays close attention to the length of time a website remains. This is roughly divided into “short clicks” versus “long clicks”. It says how long a user stays on the website before pressing the “Back” button.

If they hit the “back” button shortly after landing on your page, it is a sign of a poor quality page. You can increase your retention time by writing long articles that people will spend a lot of time reading.

In this way, even if the visitor jumps back to the search results, you still have a “long click”. This shows Google that you gave the visitor some added value while they were there.

Dwell time

Action: Write long, interesting articles that keep people reading on and on. Make an extra effort with the first paragraph.

Try to offer added value for the user through topic-relevant content and download material. The longer a user spends on your website, the more trustworthy and relevant your website will be for the keyword.

10. Add modifiers to your title tags.

This is a great trick to include (long-tail) keywords from particularly long search queries. These 5-9 word searches are not easy to notice and cannot be found in the Google Keyword Planner, but some people search for them.

Here are a few examples (this is data from Google Analytics that Google unfortunately no longer provides today):

While it doesn’t make sense to optimize your pages specifically for these keywords (they are unpredictable), you can still rank for them by adding “modifiers” to your title tags.

Action: Add modifiers like “2016”, “best”, “Guide”, “Instructions”, “Review” etc. to rank for long-tail variants of your keyword.

Add modifiers to your title tags

11. Social sharing buttons

The easier you make it for people to share an article, the more likely they are.

Many social networks provide embeddable buttons and widgets that users can use to conveniently share content from the Internet or an app.

These include, for example, the “+1” button from Google+ or the “Like” button from Facebook. User interactions with these embedded buttons are social interactions with your content.

These social interactions are an important metric of user interactions that Google Analytics can track.

Make sure that the social sharing buttons are prominently placed. The WordPress plug-in Sharebar is suitable for this, for example, because it constantly displays the buttons, even when people scroll down the article.

Action: Make sure that social sharing buttons are clearly visible.

12. Publish long content

Many surveys (like this one from SerpIQ) have shown that long content (1500+ words) ranks significantly better on Google:

As you can see, the top 10 results are all over 2000 words.

Action: Write at least 1500 words per article if you want to rank with a competitive keyword.

Internal linking is a great way to reduce the bounce rate. The moment people land on a page they are “click happy”, that is, more inclined to click something again than if they are already deep in an article. This is why internal links at the beginning of the article are particularly useful and are clicked on more often.

Action: Include internal links at the beginning of the article.

13. LSI Keywords

LSI (Latent Semantic Indexing, see latent semantic optimization) Keywords are words that often appear immediately before or after the actual keyword.

For example, when you write about losing weight, you will likely mention the words diet, exercise, etc. These are LSI keywords.

When Google sees these keywords, it is reassurance to them that you are writing about the topic the keyword is expressing and sending a quality signal. Fortunately, LSI keywords are easy to find. Just do a google and scroll down to “related searches”

These are all LSI keywords that you should include in your article.

Action: Add 1-2 LSI keywords per article.

LSI Keywords

While there is a lot of talk about external links in link building and their procurement is pursued with a lot of effort, internal links often do not get that much attention. Wrong, because internal linking is a powerful SEO tool and should be part of every SEO concept.

Internal linking is essential. If you want to see a great example of internal linking, just check out Wikipedia.

The articles are full of keyword-rich internal links:

Action: Add 2-3 internal links to older articles in your newly published articles.

Incoming links are an important parameter when evaluating a page and are decisive for the placement in search engines. Tools like the Majestic Site Explorer give a detailed insight into the link profile of a page and are important to get an idea of ​​the current situation. The following values ​​in the link profile should be checked:

  1. Majestic values ​​of the customer domain
  2. Number of domains
  3. Number of links
  4. Risk
  5. Nofollow percentage
  6. Moneykeywords share
  7. Link type

Outbound links are also an important metric and should be carefully analyzed. In order not to give up too much link juice, attention should be paid not only to the number but also to the quality.

Do the links lead to pages with a similar topic? Are only high-quality pages linked? What about bought links? Basically, you should use outgoing links sparingly and set the “no follow” tag. The following characteristics should first be considered:

  1. Number (identification, distance)

17. Conversion

By definition, conversion or conversion rate optimization is the transformation of the status of a target person into a new status. A lot can be hidden behind the vague term status, often it is about turning a prospect into a customer. Sometimes it’s just about getting a site visitor to subscribe to a newsletter. The associated conversion rate roughly indicates how many of the website visitors perform the desired action; to increase it, it is worth paying attention to the following aspects:

  1. Favicons are small 16×16 or 32×32 pixel large icons, symbols, or logos that appear in the browser address bar on the left.
  2. Breadcrumbs: See 27 .: Menu navigation. A so-called “breadcrumb navigation” shows the user which branch he is on within the navigation.
  3. Call-to-action buttons: Call-to-action buttons prompt the visitor to take an action, for example: “Call now” or “Find out more”.
  4. Design (use of color): An appealing design of the page is also helpful for the conversion.
  5. Use of ICONS: ICONS support the content by attracting attention, visualizing the content, and improving readability.
  6. Logo design: A good logo is very important for the first impression. It should be different from the competition.
  7. Special offers: Unique selling points or special offers that are characteristic of the website.
  8. Trust seal: Well-known seals such as the widespread “Trusted Shops” or “SSL encrypted” arouse trust.
  9. All essential information is on the start page: The most important information should all be found on the start page and not scattered over too many different pages.

18. Clicks to Content

For 90% of websites, the home page has more authority than all other (sub) pages on the page. This means that the homepage also has the most PageRank and can pass it on.

In other words, the closer a page is to the homepage, the more it will benefit from its PageRank and the higher Google will rank it.

So the number of “clicks” from the homepage to the target page (that you want to rank) is important. If it takes more than three clicks from the homepage to the target page (eg: Homepage Blog Category: Fitness Older Posts Blog Posts) then the page misses a lot of PageRank.

One way to avoid this is to include a sidebar with links to the most important pages.

In this way, in the case of a link to your own homepage, a lot of PageRank flows directly to these important sub-pages:

Action: Make sure that important pages are not more than three clicks away from the homepage!

A structured menu navigation adapted to the user ensures better navigation for the user and thus improves the conversion rate. Features of a user-friendly structure:

  1. Search function and primary navigation recognizable
  2. Navigation menu well structured
  3. Use of call-to-action buttons
  4. It is possible to start straight away at deep levels
Menu navigation

20. CTR (click-through rate)

If people rarely click your page in Google search results, it sends a strong signal to Google that your page is not a good match for the keyword.

The opposite is also true, of course: If people click your page frequently, Google will rank it higher too. How can you maximize the CTR? It’s easy, look at the Adwords ads for your keywords.

The Adwords ads you see for competitive keywords are the result of hundreds (or even thousands) of so-called “split tests” to find the best keyword with the most clicks.

You can use parts of these ads to turn the title and description tags into click magnets. For example, let’s say you want to write a long blog post on the keyword “reusable drinking bottle”.

First, take a look at the ads for that search

Keep an eye out for interesting keywords in these ads that you can incorporate into the title tags and description.

In the example “reusable drinking bottle” there are phrases such as:

  1. BPA free
  2. Made of BPA-free plastic
  3. Environment
  4. Glass drinking bottle
  5. Without plastic waste
  6. Non-toxic
  7. On the go

You can use these keywords to decorate your title tags.

21. Response Code

The HTTP status codes are divided into five categories and each has different meanings:

  1. 1xx Informational (information)
  2. 2xx Success (Successful Operation)
  3. 3xx redirection (redirection or forwarding)
  4. 4xx Client Error (client errors / error pages)
  5. 5xx Server Error (webserver error)

The first digit of an HTTP status code represents the respective status class. Each status class is subject to other status codes with different meanings.

The most common HTTP status codes are:

200 – OK

Means: The requested resource (URL) was found on the server and can be delivered to the client.

301 – Moved Permanently (forwarding)

Means: The URL called up by the client has changed. The web server automatically forwards the client to the new URL.

302 – Moved Temporary

The status code 302 stands for a temporary forwarding. The most important difference to status code 301 is that the original address remains valid.

404 – Not Found

Means: The resource (URL) requested by the client could not be found on the webserver.

If a URL has been indexed by Google for the first time and the crawler does not find the URLs that have already been indexed the next time it crawls, a so-called 404 status code is generated.

This status code can be accessed via the Google Search Console (formerly Google Webmaster Tools), among other things. If the indexed content is no longer available, certain rules for an “optimal” 404 page should be observed and implemented accordingly.

If the content has been transferred to a new domain, appropriate redirects should be implemented

503 – Service Unavailable (webserver unavailable)

Means: The web server is currently (temporarily) unavailable (e.g. due to maintenance work or overload).

22. Google Search Console

The Google Search Console is a free analysis and service tool from Google. With the help of the Google Search Console, numerous settings can be made on websites, statistics can be viewed and optimizations can be made.

Also, webmasters receive warnings about unnatural backlinks or malware that has been installed on the website.

23. Structured data

If Google sees “markup” on your pages, it can use that information to add rich snippets and other elements to your search results.

For example, the snippet for searching for a restaurant can contain information on average ratings and prices. You can add structured data to your page using vocabulary and formats such as microdata, RDF, and microformats. Another option is to use the Data Highlighter tool to tag the data on your page.

The Structured Data page in Search Console displays all of the structured information that Google has discovered on your website. The page also provides information about page markup errors that may prevent rich snippets or other search functionality from being displayed.

The Structured Data page lists all of the types of structured data found on your website. You can also find information there about which of them contain errors.

24. Sitemap

A sitemap is a file in which you can list the individual web pages on your website. This is how you let Google and other search engines know how the content of your website is structured.

A sitemap can be created quickly and easily with tools such as the sitemap generator from You can then upload the output file to the root directory of your website and to the Google Search Console.

Search engine web crawlers like Googlebot read this file to help crawl your website more intelligently.

25. Ease of use on mobile devices

From April 21, 2015, the mobile-friendliness of a website will be another ranking factor on Google. “Mobile-friendly” means the usability of a website on smartphones and other mobile devices.

The algorithm change therefore only affects mobile search queries in all languages ​​worldwide.

This means: If the contents of a domain are not “mobile-friendly”, i.e. not optimized for access via mobile devices, they can be disadvantaged when searching via a smartphone.

Google also marks the mobile-friendliness of a URL on the search results pages and warns the mobile searching user about non-optimized content.

Google provides a tool to analyze the mobile-friendliness of a site. Another important feature of a website is the “zoom effect”, ie the adaptation of the display when you manually enlarge a page or view it on a small screen.

The content should adapt to the view and scale content so that it is still easy to read. There is also a useful tool here, the Google Resizer.

26. Indexing status

As soon as websites exceed the typical size of a private homepage, there are numerous new challenges.

One of them is that the existing content should be as complete and up-to-date as possible in the Google index.

Indexing status

This indexing level indicates the total number of URLs available for display in search results, along with additional URLs Google might find using other methods. This number varies over time as you add and remove pages.

The number of indexed URLs is almost always significantly smaller than the number of crawled URLs because the indexed total does not include those URLs that are considered duplicates or not canonical or that contain a noindex meta tag in the Google Search Console.

27. Unindexed Content

Although the Google Crawler has indexed billions of websites and the number is growing steadily, they do not guarantee that every subpage of a website will actually be indexed.

Since unindexed pages don’t show up in Google’s search results, this can become a major problem.

Fortunately, we can use tools like robots.txt and a well-structured sitemap to help Google index all relevant pages and even determine which pages should explicitly not be indexed.

28. Preferred domain

The preferred domain is the domain that will be used to index the pages of your website. This domain is sometimes referred to as the canonical domain.

In links that refer to your website, the URL can be specified with or without “www”, for example, either or

The preferred domain is the version that you want your website to use in search results.

29. Robots.txt file

A robots.txt file is a file in the root directory of your website that identifies the parts of your website that you do not want search engine crawlers to access.

The file uses the Robots Exclusion Standard, a protocol with a few commands.

This indicates the access possibilities to your website for individual sections and different types of web crawlers, such as mobile crawlers as opposed to desktop crawlers.

Robots.txt file

30. SSL certificate (switch to HTTPS)

In August 2014, Google started using HTTPS as a ranking factor. If a website only uses the HTTPS protocol, it can receive a small bonus when it is rated by Google.

This means: HTTPS is only a weakly weighted ranking factor. Like the HTTP protocol, HTTPS is a communication protocol for data transmission on the Internet.

The difference between HTTPS and HTTP is the encrypted and tap-proof transmission of the data using SSL / TLS – which is an encryption protocol.

With the free certificate check from, for example, additional information about the SSL certificate used by a domain can be viewed.

SSL certificate

31. SEO content analysis

Sistrix Visibility Index

The SISTRIX Visibility Index is a key figure for the findability of a domain on the Google search results pages. The higher the value, the more visitors the domain is expected to gain via Google.

The Sistrix Visibility Index is therefore ideally suited to measure and evaluate the success of SEO measures or, for example, to analyze the effects of Google algorithm changes.

SEO content analysis
  1. http or https (SSL certificate) – URL
  2. Validity of the certificate
  3. Setup of redirects from http and https
  4. Internal linking (http: // to https: //)
  5. All integrated media (images, videos, CSS, JS) are also referenced via https
  6. Registration of a new domain (https) with Google Search Console
  7. Report change of address to Google Search Console
  8. Creation and submission of a new sitemap (HTML and XML) to Google WMT
  9. Checking and, if necessary, adjusting the robots.txt file (not that https pages are blocked by robots.txt), even after moving the http pages not by
  10. Let the new domain crawl and check the indexing
  11. Observe the information in the case of existing canonical tags, the URLS also as https –
  12. Allocation of backlinks to https

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32. Duplicate Content/Canonical Tags

Duplicate content or near-duplicate content exists when two or more pages (different URLs) show the same or almost the same content.

Duplicate content can harm the search engine ranking of a website, as search engines filter duplicate content in order not to show users any hits with the same content or very similar ones that would reduce the quality of the search result pages (SERP).

A distinction is made between external (two different domains) and internal (within a domain) duplicate content.

The Siteliner tool is ideal for internal content; it can be used to track down duplicate content; a tool like Copyscape is recommended for external content.

By setting so-called canonical tags, you can signal to Google which pages are the “original” if you have a few URLs with the same or very similar content on the page.

Duplicate Content

Example of internal duplicate content:

For example, online shops often have to struggle with internal duplicate content. Here it is an often seen case that the product detail pages can also be called directly without an associated category and/or product page:

  1. product page/productname

This content is then often indexed by search engines, since, for example, external links have been made to both URLs. Inconsistent or non-uniform internal links are also a reason for this.

33. Structured HTML, semantic content

Semantics in the context of the Internet, also called semantic web, is the enrichment of content with additional information about its meaning.

This information is intended to help computers better “understand” the meaning of texts. In addition to the previously mentioned H tags and anchor text, there are also the “em” tags (for “emphasis”) and the “strong” tag.

Also, lists and tables help to organize the content and make it more understandable for both users and search engines.

Structured HTML

34. href-lang-tags

Many websites, especially online shops, are now available in different languages ​​to address users from all over the world. The content of the website (products and their descriptions) often differed only marginally. Often only the price is shown in the other currency.

To inform Google of the appropriate geographical orientation (or country and language version) of the shop, a markup supported and recommended by Google should be used – the so-called el = “alternate” hreflang = “x” link attribute.

Here are some example scenarios where the use of rel = “alternate” hreflang = “x” is recommended:

  1. You leave the essential content in a single language and only translate the template, such as B. Navigation and footer. This is common for pages with user-generated content, such as forums.
  2. Their content has slight regional variations with similar content in a single language. For example, they offer English language content for the US, UK, and Ireland.
  3. The content of your website is fully translated. For example, you could have a German and an English version of each page.

Sistrix offers a free online tool “hreflang Validator” to validate websites for their optimization in this area.

35. Directives

DoFollow / NoFollow links

Links can basically be divided into two groups: DoFollow and NoFollow. The difference lies in the handling or passing on of link juice, i.e. the SEO boost that every page wants.

The NoFollow Tag, introduced in 2005, signals to the search engine that this link should not be pursued any further and, consequently, that there is no SEO boost.

The reason for the introduction of the tag lies in the fight against spam since in earlier times everything was done to get links to websites with a high PageRank such as Wikipedia, the quality of which suffered as a result.

NoFollow links are less valuable than DoFollow links from an SEO point of view, but they are by no means useless: They still bring traffic to the site and thus potential customers.

Rel Next / Rel Prev Links

Rel = “next“ and rel = “prev“ links indicate a relationship between component URLs. They make sense, for example, if an article extends over several pages. Google is signaled that this is a logical sequence and the reinforced link properties usually lead users to the first page.


Using canonical URLs which link and ranking signals can be improved content, available through multiple URLs or via syndication.

No canonical

In contrast to the canonical tags, the “No Canonical” Directives page can be explicitly differentiated from the canonical URLs.

Index / NoIndex

The Directives Index / NoIndex can be used to tell internet bots not to index certain pages. The result is that the pages marked with the meta tag NoIndex will not appear in the Google search results.


The NoArchive Meta-Tag prevents the cached links of a page from being displayed.


This tag prevents a section from appearing in search results


Stands for “No Open Directory Project” and advises Googlebot not to obtain information from public “Directory” pages. This makes sense if there is outdated information on these pages.


Stands for “No Yahoo Directory” and basically serves the same purpose as NoODP, but only refers to the Yahoo directory.


This tag allows you to choose not to show your page as a referring page for an image that appears in Google search results


The NoTranslate Tag prevents Google from suggesting that the users translate the page if it is not in the language (Google) assumed by the user.


Allows you to specify a time and date when this page should stop crawling and indexing


With this meta tag, the user is redirected to a new URL after a certain period. This is sometimes used as a simple form of forwarding.

However, this tag is not supported by all browsers and can be confusing for the user. The W3C does not recommend using this tag. We recommend using a server-side 301 forwarding statement instead.

Regionality is an important sales argument and competitive advantage. Regionality is associated with contacts in your own area and short distances, depending on the industry, it can also stand for environmental awareness. If you specifically include regions in your SEO planning, you drastically increase your chances of being found. Important measures include:

  1. Use keyword + location: It often makes sense to place keyword and location together. “Hundebetreuung Wallenhorst” is an example, as there is a high chance that the keyword will be searched for by interested parties together with the location.
  2. GEO tags: GEO tags help search engines to localize a website. They contain machine-readable information about the country or region in which your website is located. The information can be detailed up to the exact longitude and latitude.
  3. Business entry : (completeness, correct information, correct location): Entries in regional branch books as well as on Google’s “My Business” increase visibility and ensure that the company appears on Google Maps with the correct address and essential information.
  4. Google MyBusiness: Google + Local entry, Google Places entry, Google Maps entry: The various Google services can quickly lead to confusion. In the end, these terms all mean the same thing and are used for local search engine optimization.

It all started in 2006 with the Google Industry Center. This pushed entries from Google Maps into the organic search results from which company, address, and contact information emerged:

seo company

In 2008, Google Places was added and expanded the business center to add the functions, photos, videos, and reviews for each place. With Google+, so-called Google+ Local entries were added, some of which automatically created company pages.

Finally, in June 2014, Google My Business (GMB) was launched as a central administration tool for local companies, with which one-time stored company data appears in the Google search, in Google Maps, and on Google+.

Google My Business

37. CMS/coding

The CMS (“Content Management System”) is a system for managing content on a website. A CMS usually consists of two parts: the CMA (“Content Management Application”) and the CDA (“Content Delivery Application”).

The CMA allows a content manager or author without HTML knowledge to create and format content. The CDA element compiles this information to update the website from it. Popular CMS systems include WordPress, Joomla, Shopware, and Typo3.


Plugins are pieces of software that add additional functions to the CRM. There are thousands of plugins: some for free, some for a fee, and an enormous variety of functions. Many plugins also specialize in SEO, such as Yoast SEO for WordPress.

CMS coding

38. Relaunch

Search engine optimization, or SEO for short, should already be part of the relaunch process during the revision. Ideally, you should not try to “build in” this or submit it later.

Good SEO is not an accessory that is quickly installed once, but a constant and continuous process.

There are many things to consider when relaunching a website, as there are several dangers, especially when it comes to search engine placement. The correctness of the following points should be checked:

  1. Redirects
  2. Robots.txt and noindex
  3. Google Search Console
  4. Url structure
  5. Canonicals

The Telemedia Act (TMG) provides for various information obligations for service providers, which result from §§ 5 and 6.

For example, an imprint is required to identify the provider for telemedia offered for business purposes, in which the service provider, i.e. the person responsible for the respective website, is precisely identified.

The provider identification, which is often listed under the heading “Imprint”, serves primarily to protect consumers. The completeness of the following points must be guaranteed:

  1. Imprint
  2. Disclaimer
  3. Privacy
  4. Revocation instruction
  5. Cookies notice
  6. Analytics notice

40. Redirects

Regionality is an important sales argument and competitive advantage. Regionality is associated with contacts in your own area and short distances, depending on the industry, it can also stand for environmental awareness. If you specifically include regions in your SEO planning, you drastically increase your chances of being found. Important measures include:

Use keyword + location: It often makes sense to place keyword and location together. “Hundebetreuung Wallenhorst” is an example, as there is a high chance that the keyword will be searched for by interested parties together with the location.

GEO tags: GEO tags help search engines to localize a website. They contain machine-readable information about the country or region in which your website is located. The information can be detailed up to the exact longitude and latitude.

Business entry : (completeness, correct information, correct location): Entries in regional branch books as well as on Google’s “My Business” increase visibility and ensure that the company appears on Google Maps with the correct address and essential information.

Google MyBusiness: Google + Local entry, Google Places entry, Google Maps entry: The various Google services can quickly lead to confusion. In the end, these terms all mean the same thing and are used for local search engine optimization.

404 subpage requirements

If the content is no longer available, the rules for an optimal 404 page must be observed. If the content has been transferred to a new URL, appropriate redirects should be implemented

Correct status code: As already mentioned, a 404 page should definitely return the correct status code, ie “404 Not Found” or “410 Gone”

Meaningful error message: A meaningful error message must be available for the user. This should be kept short and concise and inform the user that the requested resource is unfortunately no longer available.

Navigation option: If the content is no longer available, the user should at least be allowed to use the usual navigation of the website, for example, to contact the site operator or to search for similar topics.

Pages with similar content: If you have the opportunity to evaluate the request and process it accordingly, you should suggest suitable destinations with similar content to the user in addition to an error message and the usual navigation.

Search function: In addition to the usual navigation options, a search function can also be integrated on the error page.

Sounds great?

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Rohin Dua

CEO And CO-Founder

Rohin Dua