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If you own, manage, monetize, or promote online content via Google Search, this guide is meant for you. You might be the owner of a growing and thriving business, the website owner of a dozen sites, the SEO specialist in a web agency or a DIY SEO expert passionate about the mechanics of Search: this guide is meant for you. If you're interested in having a complete overview of the basics of SEO according to our best practices, you are indeed in the right place. This guide won't provide any secrets that'll automatically rank your site first in Google (sorry!), but following the best practices will hopefully make it easier for search engines to crawl, index, and understand your content.
Search engine optimization (SEO) is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site's user experience and performance in organic search results. You're likely already familiar with many of the topics in this guide, because they're essential ingredients for any web page, but you may not be making the most out of them.
Google is a fully automated search engine that uses web crawlers to explore the web constantly, looking for sites to add to our index; you usually don't even need to do anything except post your site on the web. In fact, the vast majority of sites listed in our results aren't manually submitted for inclusion, but found and added automatically when we crawl the web. Learn how Google discovers, crawls, and serves web pages.
An SEO expert is someone trained to improve your visibility on search engines. By following this guide, you'll learn enough to be well on your way to an optimized site. In addition to that, you may want to consider hiring an SEO professional that can help you audit your pages.
You may not want certain pages of your site crawled because they might not be useful to users if found in a search engine's search results. Note that if your site uses subdomains and you wish to have certain pages not crawled on a particular subdomain, you'll have to create a separate robots.txt file for that subdomain. For more information on robots.txt, we suggest this guide on using robots.txt files.
If your document appears in a search results page, the contents of the element may appear as the title link for the search result (if you're unfamiliar with the different parts of a Google Search result, you might want to check out the anatomy of a search result video).
Having a different meta description tag for each page helps both users and Google, especially in searches where users may bring up multiple pages on your domain (for example, searches using the site: operator). If your site has thousands or even millions of pages, hand-crafting meta description tags probably isn't feasible. In this case, you could automatically generate meta description tags based on each page's content.
Structured data is code that you can add to your sites' pages to describe your content to search engines, so they can better understand what's on your pages. Search engines can use this understanding to display your content in useful (and eye-catching) ways in search results. That, in turn, can help you attract just the right kind of customers for your business.
For example, if you've got an online store and mark up an individual product page, this helps us understand that the page features a bike, its price, and customer reviews. We may display that information in the snippet for search results for relevant queries. We call these rich results.
A fragment (in this case, #info) generally identifies which part of the page the browser scrolls to. Because the content itself is usually the same regardless of the fragment, search engines commonly ignore any fragment used.
A navigational page is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site. Visitors may visit this page if they are having problems finding pages on your site. While search engines will also visit this page, getting good crawl coverage of the pages on your site, it's mainly aimed at human visitors.
To prevent users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs), focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a 301 redirect from non-preferred URLs to the dominant URL is a good solution for this. If you cannot redirect, you may also use the rel=\"canonical\" link element.
We expect advertisements to be visible. However, don't let the advertisements distract users or prevent them from consuming the site content. For example, advertisements, supplement contents, or interstitial pages (pages displayed before or after the content you are expecting) that make it difficult to use the website. Learn more about this topic.
You can confer some of your site's reputation to another site when your site links to it. Sometimes users can take advantage of this by adding links to their own site in your comment sections or message boards. Or sometimes you might mention a site in a negative way and don't want to confer any of your reputation upon it. For example, imagine that you're writing a blog post on the topic of comment spamming and you want to call out a site that recently comment spammed your blog. You want to warn others of the site, so you include the link to it in your content; however, you certainly don't want to give the site some of your reputation from your link. This would be a good time to use nofollow.
When would this be useful If your site has a blog with public commenting turned on, links within those comments could pass your reputation to pages that you may not be comfortable vouching for. Blog comment areas on pages are highly susceptible to comment spam. Nofollowing these user-added links ensures that you're not giving your page's hard-earned reputation to a spammy site.
Many blogging software packages automatically nofollow user comments, but those that don't can most likely be manually edited to do this. This advice also goes for other areas of your site that may involve user-generated content, such as guest books, forums, shout-boards, and referrer listings. If you're willing to vouch for links added by third parties (for example, if a commenter is trusted on your site), then there's no need to use nofollow on links; however, linking to sites that Google considers spammy can affect the reputation of your own site. The Google Search Central documentation has more tips on avoiding comment spam, for example by using CAPTCHAs and turning on comment moderation.
An Image sitemap can provide Google with more information about the images found on your site. This increases the likelihood that your images can be found in Google Images results. The structure of this file is similar to the XML sitemap file for your web pages.
If you've improved the crawling and indexing of your site using Google Search Console or other services, you're probably curious about the traffic coming to your site. Web analytics programs like Google Analytics are a valuable source of insight for this. You can use these to:
Except as otherwise noted, the content of this page is licensed under the Creative Commons Attribution 4.0 License, and code samples are licensed under the Apache 2.0 License. For details, see the Google Developers Site Policies. Java is a registered trademark of Oracle and/or its affiliates.
Use hreflang to tell Google about the variations of your content, so that we can understand that these pages are localized variations of the same content. Google doesn't use hreflang or the HTML lang attribute to detect the language of a page; instead, we use algorithms to determine the language.
Here is an English language page targeted at English speakers worldwide, with equivalent versions of this page targeted at German speakers worldwide and German speakers located in Switzerland. Here are all the URLs present on your site:
A residence endorsement sticker is placed in your passport. This sticker is proof that you are allowed to await your procedure in the Netherlands. On this page you make an appointment at an IND Desk to apply for a sticker.
Unless you have a specific reason, you should use the Chrome DevTools workflow rather than this Chrome Extension workflow. The DevTools workflow allows for testing local sites and authenticated pages, while the extension does not.
If you are a company or an individual who is integrating Lighthouse as part of the products / services you're offering, first things first - we're so excited you are! We want as many people as possible to use Lighthouse, and this Guidelines and Brand Assets for Integrating Lighthouse is meant to make it straightforward for you to show that Lighthouse is under the hood while protecting our brand. 59ce067264