When reviewing sites some small things have a tendency to be missed from the technical marketing side. I get it, it’s tedious and uninteresting but these small things you’ve missed in your site could be the reason your traffic started to tank or you are losing leads left and right. These are the common 5 items that are constantly missed on websites.
Who cares right? You should care. Google and many other search engines are cracking down on websites. Why does that ‘s’ matter? It’s essentially saying you’ve followed safety protocols by adding a SSL certificate. This is a public certificate that is adding an identification on your website regarding your company details. Essentially it's saying you are a real website and company. If you look at spam websites they have a tendency to be missing. So you need to ensure all your links have them. This includes anything you put in the body text of your website, which is most often an oversite.
For example: when you tell someone to go to airbnb.com, it cannot be http://airbnb.com. The search engine is automatically flagging this as an unsafe link but only on your website (not airbnb). Airbnb.com may also flag you as a spam site because you unintentionally didn’t add that s. You just got 2 red flags for missing one s, that’s right one s. Ensure when you add in links it’ll look like https://airbnb.com.
Are you continuously checking your site for broken links? You should be, especially if you are a larger site. Tools like SEMrush and ScreamingFrog will run reports for you to let you know if you have any links broken on the site. If they are broken and someone is searching for them this means your site will be ranked lower because of inaccurate data. You’ll need to set-up redirects for those links to ensure when someone searches they are brought to a similar page.
A canonical tag is a way of telling search engines that a specific URL represents the master copy of a page. This prevents duplicate content on your site and ensures you don’t have similar URLs floating around on your site. Google does not like duplicate content, ensure that each page in your site is different which can be challenging on an eCommerce site, but adding canonicals in can make it a lot easier.
You are looking for more opportunities for SEO, don’t duplicate your title tags and meta tags. Your title tag is the main title or H1 on your site, while the meta tag is what’s showing in Google listing as your main title. You can create strong titles by using SEO keywords, so duplicating them is not only harmful but a poor way to distribute your SEO.
First ensure you have a robots.txt file, if you don’t know call your digital agency right now. If they don’t know then you don’t have one. You want this for Google to read specific links throughout your site. The reason for this is some links shouldn’t be crawled and a robots.txt file allows this.
For example: On many medical websites, there are print pages to allow you to print pages to take to the doctor’s office. These pages are duplicate information and not set-up for the web properly. You want to one add the canonical to the main page and then 2 ensure its set-up as a noFollow in your robots.txt file. This will tell Google to not count it towards your crawl and it’ll completely skip over it.
These are a few items when I’m analyzing websites that are missed and almost constantly. I describe websites as a puzzle, each piece is important and if you are missing one it can tank rankings, traffic, and more. Just remember to review these items and if not contact your local digital agency.