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Technical SEO: How to Leverage HTML for Better Rankings

Technical Website OptimizationEvery webmaster wants his website to generate more traffic, and increase conversion rate. Both these aspects of a website represent better growth opportunities. This is where Search Engine Optimization comes to play. However, a lot of webmasters fail to understand the essentials of technical SEO.

Since usability is directly related to user interface of the website, users can see the result of a web browser’s interpretation of the HTML code, and not the code itself. HTML can be used to improve your website’s usability and rankings. This post will discuss how you can leverage HTML code and technical SEO to realize gains in your website’s search engine rankings.

Head

This is considered to be the most important aspect of the HTML structure of a website from a technical SEO perspective. In this section, you need to insert title tags, meta description, and search engine analytics code. In addition to this, the head tag uses other crucial tags, including meta tags and canonical tags. The Head tag needs to be relevant to the content and purpose of your website. It should not be general or random.

Title

Unlike the good old days, you can’t just stuff the title tag with some random keywords to attract more traffic. Search engines also display the content of the title tag as a clickable headline on Search Engine Results Pages. Moreover, the title tag is also used to determine the subject of your web page.

The primary reason is that search engine crawlers or spiders analyze the content on your page title, and translate the page topic. Due to this, the content of the title tag needs to be relevant to the content on your web page. If you consider this simple rule, the title tag will provide you with an optimized title tag.

Meta Description

Search engines tend to retrieve the web content placed in meta description tags. This content is displayed as the description in Search Engine Results Pages. It is worth mentioning that the length of description content in SERPs varies with search engines. Thus, you should try not to exceed 160 characters. The presence of meta description can help you attract more traffic. You will also grab users’ attention.

Canonical

A canonical page is a set of pages with similar content. In case your website has some pages with similar content, you don’t need to keep making changes to every page. Setting a URL as canonical can help you overcome the problem of similar content in your website. It is important to understand that duplicate content is penalized by search engines.

Links

Links are extremely important for technical SEO. With XML site maps, links represent the standard way in which crawlers index and locate web pages. In order to determine the basic value of the links, Google uses link juice, or the Page Rank of the linking domain. Thus, links need to be search engine friendly. They should be descriptive with keywords and a complete title attribute.

Besides these simple SEO elements, there are many other ways to leverage HTML for better rankings. You can need to focus on every aspect of your website. Successful website optimization for companies depends on an integrated approach towards HTML, web design and other elements.

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