BEST PRACTICE FOR
ON-PAGE SEO
Overview
1 What is SEO?
2 What is on-page SEO?
ON-PAGE
3 Where is on-page SEO visible? SEO
4 Where to write SEO in Umbraco
5 How to think SEO
6 Examples
2 COMPANY CONFIDENTIAL
What is SEO?
The Definition
Search Engine Optimization (or SEO) is optimizing our webpages and content
to ease the Search Engines’ ability to match our pages and content with relevant search intents.
On-page SEO helps Google find and match our page with the search intent.
Question vs. Answer = Search intent vs. Search result
Always remember:
“Google’s first priority is to provide the best search-result possible to people who are using their search engine”
So how do they do that?
The algorithm tries to match the search intent and search results based on SEO texts on the pages.
Then it measures if the person found what he/she were looking for and how good the experience on the page was:
Loading time, relevance, interactions, time spend there, navigation and scrolling in content, video plays, forms filled etc.
The more pageviews and data, the more likely Google is to match the page with the right search intents and
rank the page on specific keywords and phrases.
3 COMPANY CONFIDENTIAL
What is SEO?
The 4 SEO key-stones
1 2 3 4
Technical SEO On-Page SEO Key Word Analysis Back links
• Optimized loading time • Meta Titles • Where do we rank high? • Valid sources linking into our
• Internal link structure • Where is there a potential for sites in relation to a relevant
• Meta Descriptions ranking high? topic on their site.
• Good crawlability
• HTTPS support • SEO-friendly URLs • Where do our direct • Other webpages linking to our
competitors rank high? webpage, letting Google know
• Responsive design • ALT texts on images
• Where don’t we rank high? Nilfisk is the ones with the
• No- index settings best answer to the Search
• Image compression • Where does it make sense to
intent
make the effort?
4 COMPANY CONFIDENTIAL
What is On-Page SEO?
The Definition
On-page SEO is pieces of texts that helps Google match our sites and content with people’s search intents.
It is the only way to tell Google WHAT is on the picture or WHAT is the site about. WHAT would you find if you navigate to this site.
Always remember:
“If we don’t add on-page SEO texts, Google can only match our pages with search intents
based on previous visitors' reactions to the page/content OR with search intents asking for Nilfisk pages/content specifically”
What is GOOD on-page SEO?
Good on-page SEO should be appealing and give the answer to at least 1 of the 4
main search intent types (Read “How to think SEO” page 16).
It should be clear and understandable to anyone NOT familiar with Nilfisk,
what he/she will find on that specific page if navigating to it.
5 COMPANY CONFIDENTIAL
What is On-Page SEO?
The 4 SEO key-stones
1 2 3 4
Meta Titles Meta Descriptions URLs ALT texts
• Meta Titles are • Meta description • A good URL structure • The ALT text is a
clickable headlines is the brief provides both users description of what is
that appear in search summary of a page in and search engines an seen on the picture. It
results and are the results page idea of what the helps Google to decide
extremely critical from displayed below the destination page is all if the picture is
a SEO perspective. meta title. about. relevant to the search
intent
6 COMPANY CONFIDENTIAL
Where is On-page SEO visible?
Where it ends up
Meta Titels: “Clickable headlines that appear in search results”:
Meta Descriptions: “A brief summary of a page in the result page”:
URLs: ”Provides both users and search engines an idea of what the destination page is all about”:
7 COMPANY CONFIDENTIAL
Where is On-page SEO visible?
Where it ends up
ALT text: ALT text (or Alternative text) is used to tell the search engine what is seen on the picture. Imagen how you would describe a picture to a
blind person or to somebody who is not looking at the picture. Only pictures with ALT texts are qualified to be shown in the search results!
Want inspiration?
Try right-click on images on google and click “Inspect”. Then click “Properties” and you will find the ALT text for that image.
8 COMPANY CONFIDENTIAL
Where is On-page SEO visible?
Where it ends up
Open Graph: Open graph is the picture shown when sharing a Nilfisk link on teams or Social Medias. It is possible to choose which Open Graph
picture should represent the page you want to link to.
9 COMPANY CONFIDENTIAL
Where to write SEO in Umbraco
Where it is created
Always remember:
The "Hide from SEO" button should always be off.
Only templates, test pages, and pages that must
not be indexed by search engines (e.g. because
they are under construction) should be hidden
from SEO.
When you hide the page from SEO, Google will not
be able to rank the page.
Remember to check if pages and templates you
receive or copy from Global are hidden or shown in
SEO and make the relevant adjustment!
10 COMPANY CONFIDENTIAL
Where to write SEO in Umbraco
Where it is created
Meta Titel
• Stick to approx. a 55-character limit
• Include your target keywords
• Write a title that matches search intent
• Avoid creating duplicate title tags
• Avoid keyword stuffing
• Keep it descriptive but concise
• Don't copy/paste from anywhere else on our
webpage
Meta Description
• Stick to approx. a 160-character limit
• Write unique meta descriptions for each page
• Use action-oriented copy like Find, Buy, See etc.
• Include your target keywords
• Match search intent
• Provide an accurate summary
• Don't copy/paste from anywhere else on our webpage
11 COMPANY CONFIDENTIAL
Where to write SEO in Umbraco
Where it is created
URL title
• Use short URLs
• Short URLs tend to outperform long URLs
• Use Keyword-rich URLs
• Always include the target keywords on local
language in the URL to increase chances of
ranking better in search results
• Include categories or sub-URLs if necessary
• This helps both users and search engines
navigate in our site
• Remove unnecessary stop words
• Keep the URL clean and easy to read by
Example: avoiding stop words and long ID numbers.
12 COMPANY CONFIDENTIAL
Where to write SEO in Umbraco
Where it is created
ALT text + descriptive image name
• Make sure the image has a descriptive name
• Explain what is on the picture
• Don't use internal terms, names or wordings
• Align to Search intent / User intent
• Add relevant keywords
• Avoid keyword stuffing
Rule:
• If the image is uploaded to Global Media archive =
ALT text in English
• If the image is uploaded to local market = ALT text in
local language
13 COMPANY CONFIDENTIAL
Where to write SEO in Umbraco
Where it is created
Open Graph Image
• Choose a picture that some how relates to the page
• Choose a picture in the right format and size (1200 x
630 pixels)
• Open Graph Media bank in Umbraco
14 COMPANY CONFIDENTIAL
Where to write SEO in Umbraco
Where it is created
Descriptive file names (especially) when no ALT
text field is availabe (videos and documents)
• Make sure the file has a descriptive name
• Explain what is on the picture
• Don't use internal terms, names or wordings
• Align to Search intent / User intent
• Add relevant keywords
• Avoid keyword stuffing
Rule:
• If the file is uploaded to Global Media archive = file
name in English
• If the file is uploaded to local market = file name in
local language
15 COMPANY CONFIDENTIAL
How to think SEO
The connection between Search Intent and Search Result
In general, there are 4 types of Search Intents reflecting
four stages of a Sales funnel:
1. Informational: Looking for information
2. Navigational: Looking for specific webpage/location
3. Commercial: Looking for specific product-type
4. Transactional: Looking for place to buy specific product
Our job is to write our on-page SEO to match the search Intent plausible
for when somebody is looking for what is on this specific page:
Ask yourself: “What would I write in the google search bar if I was looking for what is on this page”?
Then write you on-page SEO to match that search intent.
16 COMPANY CONFIDENTIAL
How to think SEO
What is the best meta description?
• No meta texts = Worst
• Meta texts in English* = Bad
• Meta texts copied from somewhere else on the site = Bad
• Meta texts directly translated from English* to local language = Better
• Meta texts in local language = Excellent
* if not your local language
17 COMPANY CONFIDENTIAL
Worst example
What not to do
• No Meta Title
• No Meta descriptions
=
• No chances of being found on Google
18 COMPANY CONFIDENTIAL
Bad example – Guess the page
What not to do
• No Meta Title
• Meta description too long (307 characters)
• No content relevant keywords
• To many passive words (and, to, that, at, with etc.)
• Not aligned with any specific search intent
=
• Very low chances of being found on Google
19 COMPANY CONFIDENTIAL
Good example – The page now
What to do
• Meta Title
• Meta description good length (170 characters)
• Content relevant keywords
• Aligned with search intent
=
• Good or better chances of being found on Google
20 COMPANY CONFIDENTIAL
Bad example
What not to do
• No Meta description
=
• Very low chances of being found on Google
21 COMPANY CONFIDENTIAL
Bad example
What not to do
• Meta description copied from hero (or elsewhere)
=
• Low chances of being found on Google
due to duplicates
OBS! Texts copied from elsewhere is often not written with
SEO in mind.
22 COMPANY CONFIDENTIAL
Bad example
What not to do
• Internal names and wording
• No relevant keywords
• No real sentence in meta description
• Keywords stuffing in meta description
=
• Very low chances of being found on Google
23 COMPANY CONFIDENTIAL
Good example
What to do
• Meta Title
• Meta description good length (160 characters)
• Content relevant keywords
• Aligned with search intent
=
• Good or better chances of being found on Google
24 COMPANY CONFIDENTIAL
