SEO Guide

 Have structured page titles

• Makes the title easier to read
• Improves website accessibility

 Include keywords in your page titles

• Improves Search Engine ranking for these specific keywords
• Gives users an overview of the page content

Have unique page titles

Search Engines strongly penalize pages with duplicate titles

Limit page title length between 10 and 65 characters

• If the title is too long, it will be cut by Search Engine
• If the title is too short, it is probably missing some keywords and the Search Engine will replace them

DOs

• Homepages: "Adama India - Simply. Grow. Together." (37 char)
  • "Adama" Country - Slogan
• Product pages: "Afalon® - Herbicide - Linuron - Adama UK" (40 char)
  • Product Name - Product Segment - Active Ingredient - "Adama" Country
• Other pages: "Company Profile - Adama Austalia" (32 char)
  • Content Title - "Adama" Country

DONTs

• "Adama" (5 char)
  • No specification about what the page will be about
  • Might create redundant titles with other pages
• "Brevis" (6 char), "Product" (7 char)
  • No company name
  • Might create redundant titles with other pages
• "Adama Brevis" (12 char)
  • No country specified
  • Might create redundant titles with other countries
• "Adama Global - Simply. Grow. Together. - Brevis product pesticide 50L information page" (86 char)
  • Too long (will be automatically shorten by the Search Engine)

How to identify pages with issues?

ActiveStandards: 

• 5.1
• 5.3
• 5.4
• 5.8

Look in the Content website inventory

How to see the results?

Note that you won't be able to see results right after making your changes as Search Engines needs to re-index your page.

• Open a New Incognito window (Ctrl+Shift+N)
• Search for your page on Google, by typing your keywords
  • If your page is shown on the first page then keywords are optimized
  • If your page title is showing completely then the length is correct

Have relevant meta-description about the content

• Gives users an quick summary of the page content

Include keywords in your page meta-description

• Improves Search Engine ranking for these specific keywords
• Gives users an overview of the page content

Have unique page meta-description

Search Engines strongly penalize pages with duplicate meta-descriptions

Limit page meta-description length between 80 and 155 characters

• If the meta-description is too long, it will be cut by Search Engine
• If the meta-description is too short, it is probably missing some keywords and the Search Engine will replace them

DOs

Write a meta-description that is

• Unique
• Relevant and contains keywords from your page
• Between 80 and 155 characters

DONTs

• Copy and paste meta-descritpion from one page to another
• Copy and paste content paragraphs from your page as a meta-descritpion
• Make it too short or too long
• Forget to include keywords

How to identify pages with issues?

ActiveStandards: 

• 5.2

Look in the Content website inventory

How to see the results?

Note that you won't be able to see results right after making your changes as Search Engines needs to re-index your page.

• Open a New Incognito window (Ctrl+Shift+N)
• Search for your page on Google, by typing your keywords
  • If your page is shown on the first page then keywords are optimized
  • If your page meta-description is showing completely then the length is correct

Include keywords in <h1> headings Search Engines give a high importance to <h1> headings

Include keywords in your page content Improves Search Engine ranking for these specific keywords

Keywords are as high as possible in the code source Search Engines only scans the beginning of a HTML page

Natural inclusion of keywords, shouldn't feel artificial while reading Exaggerated use of keywords makes the page lose positions in Search Engines

DOs

Write page content that:

• Includes keywords
• Includes keywords in <h1> headings
• Already includes keywords in the first 100-150 words of the page
• Feels natural to read

DONTs

• Exaggerate keywords inclusion
• Include keywords in an artificial way when reading

DOs

Remove or correct Broken Links

DONTs

Leave Broken Links in any page

DOs

Use page content that:

• Reduce image sizes to less than 150kB
• Make sure that quality is still good enough once shown on screen

DONTs

• Upload images of 1MB, 2MB, or even more than 10MB
• Worry about losing quality, 150kB is probably enough

 PDF have a meaningful title

• This will allow people on Search Engines to know that this is the PDF they looked for
• This should make people want to read the PDF even if they didn't search for it

 PDF have a unique title

Duplicated PDF Titles lose positions in Search Engine results

 PDF Title length between 10 and 65 characters

• If the PDF Title is too long, it will be cut by the Search Engine
• If the PDF Title is too short, it is probably missing some keywords and the Search Engine will replace it

DOs

Write a PDF Title that is

• Unique
• Relevant and contains keywords
• Between 10 and 65 characters

DONTs

• Leave it empty
• Copy and past PDF Titles from one file to another
• Make it too short or too long
• Forget to include keywords
• Let Search Engines enter it automatically

How to identify pages with issues?

ActiveStandards: 4.4

Look in the Content website inventory

How to see the results?

Note that you won't be able to see results right after making your changes as Search Engines needs to re-index your document.

• Open a New Incognito window (Ctrl+Shift+N)
• Search for your document on Google, by typing your keywords
  • If your document is shown on the first page then keywords are optimized
  • If your document title is showing completely then the length is correct

DOs

Tag the PDF for accessibility

• New PDFs: tag for accessibility thanks to built-in Office function: a box needs to be checked, as shown in picture below
• Existing PDFs: tag for accessibility thanks to Adobe Acrobat Pro

DONTs

Leave it blank