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2018 on page seo guide

2018 On-Page SEO


Every year a new guide on on-page SEO is written, and it always starts off with “SEO

has changed” and continues with the same old tactics.

We’re now just days away from 2018 and I’d like to say that SEO has not just changed,

the entire lid has been blown off! If you expect to rank in 2018, you have got to have a

quality website with something to offer your user. Google has made it so SEO tactics of

before are no longer recognized, and rankings now are based on quality, merit, social

proof, and authority. The way we go about learning search engine optimization is a little

different than the average SEO tutorial, so stay with us.

At the cornerstone of any SEO campaign is on-page SEO. This guide is a

comprehensive tutorial to learning on-page SEO, meaning it requires a great detail of

technical SEO experience already. Yes, it will cover all of the basics such as title tags

and meta descriptions but we will also delve into

and meta descriptions, but we will also delve into some of the more technical aspects of

on-page SEO such as structured data, rel=canoncial, and JavaScript.

January 2018 10th Update– We update this guide on a constant basis, at least once per

week. Just this past week we’ve removed stale / outdated information and added over

3000 words to our on-page SEO guide. As of January 2018 we are currently working on

updating our section on meta descriptions since Google made this massive adjustment

essentially doubling the length of meta descriptions in the SERPs.

Table of Contents – On-Page

SEO Guide

WordPress Speed Optimization

Our WordPress speed optimization guide is quite possibly one of the most thorough

guides on improving the load time of WordPress websites. This section is geared

towards intermediate users, i.e. you are not a beginner you definitely know your way

around WordPress, you know HTML but not an expert. We’ve gone way above and

beyond the obvious, including sections such as:

pre-fetching and pre-rendering

domain sharding

database optimization



and more!

Image Optimization

Many SEO’s believe that they are optimizing their images, but don’t realize they are

missing the boat entirely. In our guide to image optimization for SEO we outline the

most essential tactics for image optimization. Image optimization isn’t just inserting an

alt tag, there are over a dozen more factors when it comes to image optimization!

image alts and description tags

image size

organizing your images image format google images

organizing your images

image format

Google Images

Internal Linking

For many SEO’s internal linking is a random act carried out throughout their day.

Professional SEO’s know that internal linking is a very deliberate strategy that can

change the entire direction of a website. Aspects of internal linking include:

internal links for navigation

using widgets like “related posts”

finding your most inner-linked pages using Google Search Console

and more!

Some say internal linking is one of the most important aspects of on-page SEO, and we

believe that as well!

Robots.txt and Meta Robots

The robots.txt file and the meta robots tag both act as traffic signals for search engine

crawlers. Get to know them, and you can begin to understand how crawlers such as

Googlebot move throughout your website.

Robots.txt formatting

What is robots.txt

the meta robots tag

meta robots tag parameters

Server Optimization

If you are an SEO and don’t know about servers, then it is time to go back to basics. At

the very least we recommend having a basic understanding of the points contained

within this guide.

server status codes

404’s, 301’s and more

hosting and CDN’s

subdomains and subfolders

URL Structure and Permalinks

having an optimized url structure and permalinks

Having an optimized URL structure and permalinks is mandatory in the 2018 version of

SEO. Both humans and robots don’t want to read gibberish URL’s and parameters. In

this guide we show you how to make your URL’s more user friendly, and how to

optimize them for SEO.

relative vs absolute URL’s

URL’s in the SERPs

wording / keywords in URLs



Meta Description Optimization

Just updated! As of this past December Google made a major change to the SERPs

and how they display their own descriptions. At the core of any SEO campaign are meta

descriptions. In this section we’ll teach you what they are, how to write them, how to

measure them and so much more. In 2018 meta descriptions have grown in importance

now more than ever. While they aren’t officially a ranking factor, they play a huge part in

SEO with the fact that Google has been known to use them within the search engine

results page.

meta description length

meta description best practices

are meta descriptions a ranking signal?

examples of meta descriptions

Title Tag Optimization

Like meta descriptions, title tags are a core part of any SEO campaign. In addition to

teaching you how to write them and optimize for SEO, we’ll show you some real world

examples as well. Title tags are not only an important part of on page search engine

optimization, they are extremely important part of user experience as well.

title tag lengths

examples of title tags

bulk title tag analysis

title tag optimization

Headings / H Tags

learn more about how headings or h tags play

Learn more about how headings or “h tags” play a role in on-page SEO and how to

properly implement them without going overboard. More than any other style of text, the

H tag stands out the most, learn to use them to your advantage.

H tags relevance in SEO

H tag optimization

h1 through h6

Structured Data and Schema Markup

Quite possibly one of the hottest topics right now in SEO is structured data and schema

markup. Since the onset of Google’s Knowledge Graph SEO’s around the globe have

been in a frenzy marking up their websites with semantic markup. In this section of our

on-page tutorial guide we’ll give you the basics and how to get started using structured

data in your website.

With the introduction of JSON-LD, the new kid on the schema markup block SEO’s now

have the ability to embed structured data into a website, without having to “attach” it to a

particular website.

json-ld vs microdata

what is structured data?

other types of structured data e.g. OGP and Twitter Cards

Anchor Text Optimization

SEO is all about backlinks, right? Backlinks, backlinks, backlinks! Well, anchor text is

the human readable part of a link, and is oh-so-essential in any on-page SEO strategy.

Get to know and love anchor text and it will love you back.

Anchor text is not only a primary element of SEO, but also a secondary as well. For

instance anchor text plays a huge part in keyword prominence, internal linking, and


over optimization of anchor text

analyzing anchor text

anchor text distribution

rel=nofollow and anchor text



Blogging plays such an important role in SEO we dedicated an entire section all to itself.

In this section we’ll show you how to get started with blogging and how to optimize your

blog for search engine friendliness. There are many different ways to blog, examples


general updates about your company

posting newsletters

fun facts about your industry

articles about your industry

and more!

Responsiveness and Mobile


The mobile revolution is here, and SEO plays a major part in it, but it’s not enough just

to have a mobile or responsive website. You’ll learn how to optimize your responsive

website for SEO, common SEO pitfalls and how responsive and mobile websites work.

Google doesn’t often come out and say “this is a ranking factor” but in 2016 Google

stated that having a mobile friendly website may in fact give you a boost in the search

engine rankings. With that, we must pay close attention to this!

responsive vs mobile friendly

common mistakes

mobile index


We won’t bore you with cliches like “content is king” but instead dive right into how

content will help your SEO efforts and how to avoid common pitfalls that might cause a

Google algorithm adjustment or penalty. Content plays a vital role in on-page SEO, it is

base for which all SEO depends on. Content can come in the form of pure text, images,

videos, and more.

types of content

quality over quantity

Google Panda

content formats

page speed and seo

Page Speed and SEO

One of the first things we look at when optimizing a new website is how fast it loads.

This is another aspect of SEO that Google has publicly confirmed is a factor when it

ranks websites, so with that it should not be ignored. Page speed and moreover site

speed as a whole is one of the most important factors of on-page SEO that we focus on

as an agency. Many times we’ll spend days optimizing a website for speed.

page speed vs website speed

analyzing your website

gzip compression

reducing requests

Keywords: Proximity, Density and


Close your eyes and what is the first word that comes to mind when I say SEO. Was it

“keywords?” If so your just likemost other SEO’s, and rightfully so! It is a huge part of

on-page SEO and a lot to take in, so grab a coffee and get comfortable.

keyword proximity

keyword density

keyword prominence


One of the few actually confirmed ranking factors, Google recently announced that

having an HTTPS enabled website could in fact boost your rankings in the search

engines. But it’s not that simple, there are a few on-page SEO caveats you should know

as an SEO.

HTTPS / SSL as a ranking factor

SSL and on-page factors

common mistakes

Domain Names

Choosing a domain name is a near permanent decision, and one that shouldn’t be

taken lightly. Learn more about domain names and SEO, EMD’s, new gTLD’s and so

much more while having a good domain name

much more. While having a good domain name won’t make or break your entire SEO

strategy, it could help move things along in other ways.

exact match domains

moving domains


Social Sharing and Social Media

While social media is another way to generate traffic in and of itself, it also plays a vital

role in search engine optimization. In this section we’ll learn how to use social media to

your advantage and the role it plays in SEO.

social sharing

social reputation

social media and on-page SEO

HTML, CSS and JavaScript

Another mandatory aspect of on-page SEO that all aspiring SEO’s should learn is

HTML, CSS and JavaScript. These are the building blocks of the web, and an essential

part of search engine optimization.

validated HTML / CSS JavaScript and Googlebot

Rel=Canonical Tag

The rel=canonical tag is a simple solution to the very complex problem of duplicate

content within a website framework. In this section we’ll talk about how to implement it,

when to implement it and some common pitfalls.

the definition of rel=canonical

cross domain canonicalization

canonical HTTP headers


Learn more about the role that advertisements play in SEO and how you can minimize

the risk of being penalized by Google. Advertisements are a huge part of the web and

part of Google’s business model, but there is a fine line to walk when implementing ads

on your website in this section we talk more

on your website. In this section we talk more about embedding ads in your site, and how

that plays a role in on-page SEO.

advertising and on-page SEO

ads and Google rankings

Google Panda

XML and Website Sitemaps

An XML sitemap can help create a map for Google to follow when crawling your

website. Learn the difference between an XML sitemap and a website sitemap, and why

we recommend having both for your website.

XML sitemaps vs website sitemaps

Google Search Console

Image and Video Sitemaps

If you do all of work you will get top rank in google .