4XX errors
4XX is one of the most common errors a web user can run into. It's an error that indicates a broken link or that a webpage doesn't exist. Often, these errors slip in when a URL has a spelling mistake - resulting in the page not being discoverable ("page not found"). To fix this, we can redirect a 404 error to another related URL or restore deleted pages. However, the SEO analysis will point out the exact issue that we need to fix.
5XX errors
5XX errors are server side errors. In simple terms, this means that your website's server was unsuccessful in performing a request. This indicates that the server is not supporting the functionality required to process a visitor's action. Google Search Console will report any 5XX server problems, we can then work to resolve the specific issues.
Redirections trends
A redirect is a method of sending both users and search engines to a different URL from the one they originally requested. Redirects are not bad for SEO, however, it's important to establish clear internal directions. In particular, redirecting pages are necessary when you make any changes to your URLs.
Titles
Titles are an indirect ranking factor, this is because they influence your click-through rates. Click-through rates are, in fact, a direct ranking factor for Google. This being said, it's important not to duplicate titles on different pages and to keep the size between 55 characters. Titles also give the perfect opportunity to highlight your keywords, alongside other best practice for titles you could follow.
Meta Descriptions
Meta Descriptions are the small sub-texts that appear under your website on the search engine results page. A good Meta Description is highly beneficial in improving your content CTM and to grow visitor traffic. We aim to use the main keyword here, keeping the description between 120 and 155 characters.
Heading
Your headings are there to provide structure and context of the particular page and range from H1 to H6. This acts as a guide to make the page more user friendly. The main heading should be 70 characters max and focus on the main keyword. Also, we try not to duplicate or repeat the same heading.
URLs
URLs only use ASCII characters ( a 7-bit character set containing 128 characters). There's a few different ways of how we can optimise URLs, a common issue that we see is the lack of keywords or keyword stuffing in the URL. A general rule is to use location for local SEO, mention the main keywords and to use no more than 115 characters.
ALT Text
ALT Text specifies alternative text that is to be rendered when the element that it's attached to cannot be rendered. We typically include this with images, 'alt descriptions', and keep the description under 100 characters. Here, we also use the main keywords. It can become a serious issue when you're not using proper alt text for images on your website.
Copywriting advice
One of the easier issues to resolve is the quality of content. When writing a SEO optimised piece, we try to keep it natural with keywords and match the keywords to the audience we want to attract. To create breaks in copy, we use optimised headers and images, including internal links and making sure we're offering value-adding information with our content.
