An Web optimization-friendly (i.e., search engine-friendly) web site is one that’s technically sound, pleasant to make use of, and search-focused. Right here’s a Venn diagram explaining this: An Web optimization-friendly web site is the intersection of those three units:

Venn diagram showing an SEO-friendly website is the intersection of 3 aspects: technically sound, delightful to use, and search-focused

If you wish to design an Web optimization-friendly web site or be sure that yours is like that, comply with the guidelines under.

Web optimization-friendly web site guidelines

Your web site’s design and efficiency can affect your search rankings and even forestall your web site from rating. Use our guidelines to verify your web site is each Google’s and the person’s buddy.

Complete checklist of the various things that make up an SEO-friendly website

Make your web site technically sound

First, it’s essential to assist search engines like google discover, crawl, and index necessary content material in your web site.

Factors from this part of the guidelines will usually should be arrange as soon as and revisited solely when it’s essential to introduce adjustments (e.g., updating your sitemap).

1. Plan web site construction (for brand spanking new websites)

Planning your web site construction is usually a advanced course of, particularly if you happen to plan on having one thing greater than a portfolio in your web site.

Nonetheless, from the Web optimization perspective, these are the issues that basically matter:

  • Depth of the positioning construction – Strive to not have necessary pages too distant from the homepage (retaining at two or three clicks away is finest and nothing additional than six clicks). That is one thing massive web sites ought to particularly be careful for, as overly nested pages can get crawled much less usually.
  • Key phrase optimization for top-level pages – Class pages may rank on search engines like google. You’ll be able to enhance the possibilities of that if you happen to optimize your top-level pages for key phrases with search demand.
  • Inner hyperlinks – Amongst different issues, inner hyperlinks are a rating issue and may ship a sign to search engines like google to crawl sure pages extra usually. Since hyperlinks in web site navigation rely as inner hyperlinks, your necessary pages can get an extra Web optimization enhance simply because they’re correctly positioned within the construction and linked within the web site navigation.
Flowchart showing an example of a site structure

Tip: use colours to distinguish navigation components (right here in white) from pages (blue).

Beneficial studying: Web site Construction: Construct Your Web optimization Basis 

2. Arrange Google Search Console

Google Search Console (GSC) is likely one of the three free instruments that you may’t do Web optimization confidently with out. It’s a free software made for monitoring your web site’s natural search efficiency on Google’s search engine (92.07% market share worldwide).

Establishing GSC is crucial for creating an Web optimization-friendly web site as a result of it permits you to:

  • Discover web site errors.
  • Discover alternatives for UX enhancements (e.g., web page pace).
  • Submit sitemaps (one of many subsequent steps in our guidelines).

On high of that, GSC will even allow you to see the key phrases you rank for (as much as 1,000 within the software itself) and examine rating positions.

GSC's Performance report

You may get GSC right here.

Beneficial studying: Use Google Search Console to Enhance Web optimization (Newbie’s Information)

3. Arrange Bing Webmaster Instruments

Microsoft’s Bing Webmaster Instruments is an equal of GSC that you need to use to get information from Bing’s search engine (the second-biggest search engine).

Bing Webmaster Tools' Search Performance report

You may get Bing Webmaster Instruments right here.

4. Arrange Ahrefs Webmaster Instruments

Ahrefs Webmaster Instruments (AWT) is our free software that helps to enhance an internet site’s Web optimization efficiency and get extra natural search site visitors.

One other means to consider it’s that the software takes off the place GSC leaves you:

  • It robotically screens your web site for 100+ Web optimization points—and emails you the report if you happen to want.
  • It reveals all recognized backlinks with helpful Web optimization metrics.
  • It reveals all recognized key phrases with helpful Web optimization metrics.

Get it totally free right here: Webmaster instruments – Audit & Enhance Your Web site.

SEO health report results

Pattern e mail Web optimization well being report from AWT.

Beneficial viewing: Ahrefs Webmaster Instruments (AWT) – Our Free Web optimization Device

5. Create and submit a sitemap

A sitemap is a file saved in your server that tells search engines like google the place to seek out necessary content material in your web site. Furthermore, it will possibly additionally present data about that content material, such because the video working time or publication date of an article. All this information helps search engines like google crawl your web site extra effectively.

Excerpt of a sitemap by YoastSEO

Most CMSs can create sitemaps for you. That is an excerpt of a sitemap created by the YoastSEO plugin.

Typically talking, search engines like google (a minimum of Google) are designed to work with out the necessity for sitemaps—inner hyperlinks and backlinks are all they want. Nonetheless, in case your web site is absolutely massive (over 500 pages), has remoted pages, or has few or no backlinks, you need to create a sitemap and submit it.

Beneficial studying: Create an XML Sitemap (And Submit It to Google) 

6. Create a robots.txt file

Plainly talking, a robots.txt file is a textual content file that tells search engines like google the place they’ll and may’t go in your web site.

It’s in search engines like google’ “nature” to crawl just about every thing they stumble throughout. On the one hand, that’s a great factor since you need individuals to seek out stuff that you simply publish. However there are some conditions the place you gained’t need that to occur. For instance, the cart web page or pages generated by way of faceted navigation.

Example of robot's disallow directive

So principally, you will want to create a robots.txt file solely whenever you wish to preserve some elements of your web site inaccessible to search engines like google.

However you might also wish to examine if there’s an present robots file (created robotically by your CMS or by your web site developer) to be sure that necessary pages are crawlable. Simply go to and see if there’s something there.

Moreover, you could wish to see the Protection report in GSC to examine for any undesirable robotic guidelines which will block sure pages.

Coverage report results in GSC

Beneficial studying: Robots.txt and Web optimization: Every thing You Have to Know 

7. Be certain that your web site is indexable

Indexability refers to a search engine’s means to research and retailer a webpage in its database.

Regardless of a web page being accessible to look engine internet crawlers, that web page can nonetheless not present up on the SERPs. This occurs within the following conditions:

  • Noindex” worth within the robots meta tag in robots.txt file
  • Noindex” or “none” worth in x-robots-tag in HTTP response header

Be sure that a web page doesn’t have these tags if you would like it to rank. You’ll be able to examine that within the Protection report inside GSC or the Indexability report in Ahrefs’ Website Audit (a part of AWT).

Indexability report results in Site Audit

Take into account, although, that these tags are nonetheless helpful. For instance, you could wish to noindex sure pages like thank-you pages or inner search outcomes.

8. Be certain that your web site is accessible at just one area

In different phrases, it’s essential to select the canonical area identify. This can make your web site seem constant to customers and internet crawlers and stop points like diluted hyperlink fairness (this could occur when some web sites hyperlink to the HTTP model and others hyperlink to the HTTPS model).

With AWT put in, go to the Website Audit software and open the Web page explorer report. Contained in the report, insert these 4 variations of your area utilizing the “Superior” filter:


Like this:

Advanced filters in Page explorer report

What you wish to see is a) your required URL to report a “200” (ideally the HTTPS model) and b) others reporting a “301” redirect to that “200” web page. If that’s not the case, you will want to use redirects to non-canonical domains.

Table showing http status codes for a few URLs

Beneficial studying: 301 Redirects for Web optimization: Every thing You Have to Know 

Make your web site pleasant to use

How customers understand your web site will not be one thing that Google ignores fully.

Factors from this part of the guidelines will usually should be arrange as soon as.

1. Be certain that your web site is mobile-friendly

Google is utilizing mobile-first indexing. Which means that it indexes and ranks content material primarily based on cell variations of webpages. Consequently, having an internet site optimized for cell gadgets is “strongly really helpful,” as Google places it in its documentation.

You’ll be able to examine in case your web site is mobile-friendly within the eyes of Google utilizing its take a look at software or use the Cellular Usability report in GSC.

Google's Mobile-Friendly Test tool

2. Be certain that your web site masses quick

Loading pace is a rating issue and the fundament of Core Internet Vitals, that are efficiency metrics used for measuring person expertise.

Relaxation assured—Google nonetheless promotes probably the most related content material in its database. However when every thing else is analogous or equal, Google could rank the quicker web page greater. 

Performance report results in Site Audit

You’ll be able to monitor your web site for pace points with Ahrefs’ Website Audit. For this, use the Efficiency report.

Beneficial studying:  Enhance Web page Velocity From Begin to End (Superior Information) 

3. Be sure to’re utilizing HTTPS

Simply as Google desires to offer helpful pages, it desires to offer safe pages too. HTTPS stands for Hypertext Switch Protocol Safe, i.e., the safe model of HTTP.

Secure connection at

Customers can inform immediately in case your web site is utilizing HTTPS or not.

This step is kind of simple. You simply have to get an SSL certificates and add it to your web site (the best means is to get one out of your internet hosting supplier). You’ll be able to even get one totally free right here (sure, Google acknowledges it too).

Beneficial studying: What Is HTTPS? Every thing You Have to Know 

4. Keep away from intrusive interstitials

The final on the record of web page expertise alerts. To Google, a web page with out intrusive pop-up home windows is a usable web site—and it’s arduous to disagree with that.

There are some exceptions to this rule, although. Google “accepts”:

  • Messages displayed out of authorized obligation (e.g., cookies consent).
  • Login dialogs for pages with out public entry (e.g., content material behind paywall).
  • Banners that use an affordable quantity of display area.

Infographic showing pop-ups of cookies consent or ads taking up a reasonable space are Google-approved

Beneficial studying: Interstitials and Dialogs | Google Search Central | Documentation

Make your web site search-focused

Craft your content material with searchers and linkers in thoughts.

Factors from this part of the guidelines needs to be arrange for every new content material that you simply wish to rank.

1. Select the proper key phrase

If you wish to get site visitors from search engines like google, it’s essential to create content material about one thing individuals seek for. And one of the best ways to do that is to optimize your content material for a great key phrase.

Right here’s what makes a great key phrase for Web optimization:

  • Search site visitors potential – Typically talking, the extra usually individuals search for one thing on-line, the extra site visitors these key phrases can generate. However this isn’t a rule, and it might fluctuate from key phrase to key phrase. It’s finest to examine the site visitors potential on your key phrases as nicely.
  • Search intent – Folks use search engines like google to both be taught one thing, purchase one thing, or discover a particular web site—that is their search intent. When selecting a key phrase, it’s essential to be sure that your content material matches what individuals wish to see within the search outcomes. 
  • Enterprise potential – A key phrase could carry you site visitors. However will it additionally carry you new enterprise? Prioritize matters extremely related to what you provide as a way to naturally characteristic your services or products. 
  • Not too troublesome to rank – The quickest solution to estimate that is to make use of a metric like our Key phrase Problem (KD). However you might also have to take different elements into consideration (see really helpful studying under).
Matching terms report results for "tea"

What’s a tea pet? It’s considered one of 1,500+ key phrases that aren’t aggressive and have appreciable search volumes associated to tea. One thing I’d undoubtedly wish to cowl on my weblog about tea (could even embrace an affiliate hyperlink there—get it?).

2. Make your content material attention-grabbing and helpful

Google admits that the one strongest rating issue is the content material itself. Particularly, the content material’s usefulness and its means to seize readers’ curiosity. In Google’s personal phrases:

Except of Google's article talking about the importance of creating compelling and useful content

So listed below are some suggestions that may enable you make your content material attention-grabbing and helpful. Guarantee it is:

  • Straightforward to learn.
  • Clearly organized.
  • Contemporary.
  • Distinctive.
  • Aligned with E-A-T tips.
  • Targeted on offering important data to resolve a searcher’s downside (this brings us again to the search intent).

All the above refers to designing content material for searchers. However there are additionally “linkers,” i.e., individuals who is not going to solely learn your content material but in addition embrace a hyperlink to it on their web sites.

Why design for linkers? As a result of hyperlinks from exterior web sites (backlinks) are some of the necessary rating elements for Google. Extra backlinks from distinctive domains = greater rankings = extra site visitors. Typically talking.

You’ll be able to enhance your possibilities of incomes or constructing hyperlinks if you happen to make your content material link-worthy. Meaning together with one thing so worthwhile and attention-grabbing that bloggers and journalists will wish to hyperlink to it (aka hyperlink bait).

Except of Ahrefs' blog article showing a graphic about long-tail keywords

Should you needed to hyperlink to a great useful resource on, say, long-tail key phrases, it’d undoubtedly be one thing that features a graphic explaining what they’re, proper?

You can even create content material only for the linkers. It’s OK if it has minimal search quantity, so long as it’s enticing to your audience.

Site Explorer overview of an article about how 90.63% of content gets no traffic from Google and how to be in the minority that does

Very low site visitors. However it’s all proper—that is hyperlink bait content material.

3. Optimize title and outline tags

There are two explanation why it’s essential to optimize title tags: They’re a rating issue (a small one), and folks see them on the SERPs. So you need to:

  • Make the title eye-catching and correct.
  • Insert the goal key phrase in your title. It really works. Key phrase stuffing doesn’t.
  • Match them inside 60 characters.
Example of title tag

Factors #1, #2, and #3 checked.

There may be one motive why it’s essential to optimize description tags: Folks see them on the SERPs. Listed below are some good practices for attractive searchers to click on. You must:

  • Make your description compelling. Reassure readers that that is the content material they’ve been in spite of everything alongside.
  • Guarantee the outline will not be longer than 920 px (attempt SERPSim).
  • Preserve the outline related to the title of the web page (and vice versa).
  • Use a novel description for each web page.
Example of meta description that may be a bit too plain; it satisfies the other points, though

Factors #2, #3, and #4 checked. Level #1? Hmmm.

4. Add schema markup

Schema markup is a code that helps search engines like google to know your content material and higher symbolize it within the search outcomes.

For instance, to show a picture subsequent to your Fender Stratocaster assessment, you’ll have to deploy a code like this:

"picture": {

"@context": "",

"@sort": "ImageObject",

"url": "yourimage.url",

"peak": "689",

"width": "1225”


Example of ratings found under various results on a Google SERP

Stands out on the SERPS fairly properly, proper? These star rankings and thumbnails are served to the searcher by way of just a few tags within the schema markup.

There are several types of schema for various events: evaluations, FAQs, individual, place, group, and lots of extra. All of them will assist Google present wealthy outcomes on the SERPs (like those within the image above) on your pages and doubtlessly carry you extra clicks. Right here’s the total schema documentation.

You’ll be able to create and take a look at your schema markup with instruments like  

Beneficial studying: What Is Schema Markup? Use It for Web optimization

5. Use quick and descriptive URLs

An Web optimization-friendly URL is principally a user-friendly URL. So when optimizing your URLs, you need to do it with the person in thoughts. That’s the way you’ll make two mates with one reward.

Right here’s an instance:

This URL makes use of HTTPS, doesn’t have a very nested construction, and signifies clearly what the web page is about. So when customers see this URL on the SERPs, they may know the web page is definitely about one thing they’re in search of. And once they click on on it, the URL will point out the place within the web site construction they are.

Beneficial studying:  Create Web optimization-Pleasant URLs (Step-by-Step)

6. Hyperlink to related sources

You likely gained’t leap in rankings simply by including outbound hyperlinks to your content material (they’re in all probability not a rating issue). However you should still wish to add outbound hyperlinks to quote your sources and hyperlink to useful supplies on the matter.

In keeping with this video from Google:


Linking to different web sites is an effective way to offer worth to your customers. Oftentimes, hyperlinks assist customers to seek out out extra, to take a look at your sources and to raised perceive how your content material is related to the questions that they have.

John Mueller

So together with related outbound hyperlinks is a finest apply when creating good content material. However on high of that, citing your sources will enable you to align your content material with E-A-T search high quality tips, that are particularly necessary for Your Cash or Your Life matters (well being, finance, security, and many others.).

Beneficial studying: What Is EAT? Why It’s Necessary for Web optimization 

7. Optimize pictures

Briefly, optimizing pictures for Web optimization means it’s essential to do three issues:

  • Compress pictures – You need to use a plugin like ShortPixel or a bulk picture optimizer like Kraken. 
  • Use descriptive picture file names – Sure, Google can (and possibly will) learn the names of your picture information to know what they’re about.
  • Use descriptive alt texts – Alt texts serve a few functions. But they’re usually neglected. Not solely do they assist visually impaired customers, however additionally they can assist Google perceive the context of your web page and enable you rank on Google Photos.
Laptop on a table next to a cup of coffee and glass coffee pot

Alt textual content for this good photograph needs to be one thing like “a laptop computer on a desk subsequent to espresso.” “A espresso pot and a mug admiring a Floor laptop computer whereas nobody’s wanting” is my subsequent guess.

8. Add inner hyperlinks

Final however not least, don’t neglect about inner hyperlinks, i.e., hyperlinks from one other web page on the identical web site.

Make no mistake—inner hyperlinks are a rating issue. They’re actually necessary. Google makes use of inner hyperlinks to:

  • Uncover new pages – Inner hyperlinks present a crawl path to focus on pages.
  • Cross hyperlink fairness between your pages – Inner linking can enhance different pages in your web site.
  • Perceive what a web page is about – Understanding the content material of your pages helps Google rank them. The anchor textual content of the interior hyperlink issues too.

So be sure that to interlink related content material in your web site and understand that you need to use hyperlinks to spice up different pages (aka the Intermediary Technique).

Advanced filters in Internal link opportunities report

The extra content material you may have, the tougher it’s to maintain up with inner linking. That is the place AWT can do the heavy lifting for you. You need to use the robotically generated report or use the “Superior” filter to see hyperlink alternatives to a particular web page.

Last ideas

All in all, that is numerous work. And sadly, there’s no means round it. However you may make your job simpler if you happen to’ve obtained the proper instruments.

To begin with, you could wish to take a better take a look at the “Web optimization-friendliness” of the CMS that your web site is constructed with.

Some CMSs will attempt to simplify issues as a lot as doable, which may end up in much less room for personalization. Others would require extra consideration from you however provide you with extra potentialities in return. These three articles ought to enable you make a extra knowledgeable alternative:

Secondly, as talked about in our guidelines, be sure that to arrange Web optimization audit instruments for computerized Web optimization well being monitoring (amongst others). As you add extra content material to your web site, you could run into Web optimization points like damaged hyperlinks, damaged pictures, or canonicalization points. An audit software will catch them for you.

One final piece of recommendation: When you have a JavaScript-heavy web site, be sure that to take a look at some further steps coated on this information.

Acquired questions? Ping me on Twitter.

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