SEO internal measures are optimizing the inside of a website for search engines.
Since it is necessary to take various measures from selecting target users and keywords to optimizing content and HTML tags, it is necessary to see the whole picture from a broad perspective.
In this article, we will delve into specific internal measures that are SEO's daily measures.
First of all, let's firmly hold down the basic knowledge related to search engines and HTML, which is necessary for taking internal measures.
- Search engine reads HTML
- HTML gives meaning to strings
- Add alternative text to images etc.
- HTML description is as simple as possible to make it easy to understand
- Search engines focus on the user's perspective
What is written on this page
Internal measures are roughly divided into four measures.
- Coding optimization
- Site structure optimization
- Content optimization
- User experience (UX) optimization
It's a good idea to start with the basic coding part, but before that, I'll explain how search engines look at websites and HTML.
Understand the website as seen by search engines
Search engines can understand what is written on the website / web page by reading the source code such as HTML directly. Of course, search engines are robots, and it is not possible to understand the content displayed on a Web browser like a human being.
At first glance, it may seem that there is not much difference in the content of websites that are understood, just because the views of search engines and humans are different, but in some cases, the content of websites that both recognize is different. It's very different.
In other words, understanding what a website looks like from a search engine and how you understand it is the first step in learning SEO.
The role of HTML
First of all, what is HTML once?
HTML stands for HyperText Markup Langage and is used to create web pages.Markup languageThat is.
It's a language that marks up hypertext. (Laughs as it is)
In detail, hypertext is the text that hyperlinks can use. Just remember that now it's just text that can be linked.
Markup isMarkI think it will be easier to understand if you can imagine it.
Marking means marking what role the marked-up string plays.
Language is a language, so HTML isLanguages for marking text that can be linkedIt means that.
I think you understand the meaning of HTML, but what I want to tell you the most here is to mark (mark up).
First of all, let's imagine that you created a page titled "How to take SEO internal measures". Of course, the title is "How to take SEO internal measures".
The image looks like this.
Just a string without a mark
SEO内部対策の方法 SEO内部対策の方法 SEO対策における内部対策の方法とは、かくかくしかじかで…
In the example, the sentence "Method of SEO internal measures" appears twice.
It's hard for humans to understand, but since the robot can't understand the role of this mere character string "SEO internal countermeasure method" as a headline or a title, this is a title, this is a headline. You have to put a mark and make it clear.
Image to mark
タイトル → SEO内部対策の方法 見出し → SEO内部対策の方法 本文 → SEO対策における内部対策の方法とは、かくかくしかじかで…
With that feeling, it is necessary to put a mark to show what kind of role the character has.
If this is converted to actual HTML, it will look like this.
Code language: HTML, XML (xml)
<title>SEO内部対策の方法</title> <h1>SEO内部対策の方法</h1> <p>SEO対策における内部対策の方法とは、かくかくしかじかで…</p>
Eh, isn't it really easy to understand?
that's right. The basics of HTML are very simple.
Complex elements are involved in adjusting the design, but the usage as the original role of HTML, which is to "mark up and give meaning", is very easy to understand, and I think that anyone can understand it with a little study. increase.
You can see this a little better by checking it with a web browser.
For example, suppose you have unmarked content like image ①. If you open this with a web browser as it is, it will be displayed with just the character strings lined up.
The HTML that marks up the content of ① is the image ②. If you open this marked-up content in the same way with a web browser, it will be displayed like a web page as shown in image ③.
The string enclosed in the title tag that specifies the title is displayed as the title in the tab of the Web browser, and the character string enclosed in the h1 tag that specifies the heading is displayed in a large font size. Also, the string enclosed in p tags that specify the paragraph is displayed as the paragraph in the body.
These display differences are due to the difference in whether or not the web browser understands what each string plays in a web page and adjusts the display.
By marking up with HTML, you can see that the program Web browser can understand the meaning of each character string correctly.
Search engines likewise use HTML markup as a hint to understand what each string in a web page does and what its sentence structure is... By marking up correctly, you will be able to convey the correct meaning of the content to search engines, and this is the first step in SEO, so always keep in mind the correct markup. prize.
Keep in mind HTML that is easy for search engines to read and understand
As you may have understood the role of HTML, there are some points to be aware of in order to effectively implement SEO internal measures.
It means that search engines write HTML that is easy to read.
Content other than text is difficult to reach search engines
For example, you need to be careful about "content other than text" such as images.
For example, for content where the text is made up of images, reading the text in the image is as easy for humans as reading ordinary text, but with a non-visual search engine or It's a lot harder for robots than reading text.
If the characters are text data, search engines can understand them as strings just like humans. However, when you look at an image as data, search engines cannot understand what the image is because it is a collection of colored dots. in short,Even if valuable characters are written in the image, the search engine cannot grasp the content.that is how it is.
But don't worry. There is a good way to get such a search engine to understand the content of the image.
We use HTML "alternative text", which is essentially the text that is displayed instead if the image cannot be displayed properly.
Since the text alternative represents what is represented in the image, search engines try to understand the content of the image from this text alternative.
When inserting an image in HTML, use the img tag, but the alt attribute attached to this tag will be the alternative text. If you describe the image content in the alt attribute, the search engine will understand the image content.
Recently, the accuracy of text conversion technology for characters in images, such as OCR, has improved along with technological advances, but it may not be possible to read accurately due to the influence of image design. Especially if the content of the image is not text.
Search engines try to understand the content of a website as much as possible and read what is written on that page. It has evolved to understand the content of the image, but it is not perfect. It's best to think that the content cannot be understood accurately without using the alternative text and the surrounding text as hints.
For similar reasons, understanding non-text content can be difficult for search engines.Images, sounds, videos, etc. are contents that are difficult for search engines to recognize when compared to text.Remember that. On top of thatFor content that you want to convey to search engines, it is important to describe the content firmly in textLet's understand that.
HTML is simple
See image ① as an example. This is HTML marked up by a technique called "table coding" that was often used a long time ago. The feature is that the table tag is used to assemble the layout structure, and the font tag is used to describe the color and size of the character string.
Next, let's look at image ② as another example. This is the markup divided into HTML and CSS.
All the design parts such as layout composition and character decoration are described in CSS, and only other basic markup is summarized in HTML.
I think the latter is much simpler and easier to see.
The important thing isThe latter is easier to see for search engines as well.That is.
In the first place, HTML is a language for marking up document structure, not for designing... Therefore, in HTML, there should be less description about design.
As the number of design-related descriptions such as layouts and decorations increases in HTML such as table tags and inline CSS, HTML becomes complicated and it becomes difficult for search engines to understand the contents.
Not only that, the amount of data in the HTML file becomes large, and it takes time to read the data.
The slow loading of HTML means that the web page is slow to display. This can be very stressful for website browsing users, impairing the user experience and causing them to leave the website. The increased amount of non-content data and the complexity of HTML is not pleasing to both users and search engines.
Writing HTML as simply as possible will improve the user experience and create a website that is easy for search engines to understand.That's right.
Improve the user experience as well as the search engine
When it comes to SEO internal measures, it's easy to focus on optimizing how search engines work, but don't forget about users.
When talking about SEO, the presence of users is often neglected because the focus is too much on how search engines evaluate websites, but in the end, it is evaluated by users who browse. Don't forget that your website will be appreciated by search engines.
It is no exaggeration to say that this way of thinking is the strongest SEO theory. because,Websites that search engines such as Google want to display at the top are websites that users want to display at the top.Because. Websites that users find easy to use and understand are the ones that search engines want to appreciate. In recent years, user behavior has become so important that user behavior on a website has become a factor in ranking.
On the other hand, it is no exaggeration to say that websites that are optimized for search engines but do not benefit users will eventually become unappreciated as search engines. For example, Google has warned that tab-type designs such as image ③ should be avoided. This is a mechanism in which content that is hidden and invisible in the initial state of opening a web page is displayed by clicking the tab, but Google says that users who are not familiar with the design and appearance of tabs This means that it can be seen as just a design, and there is a risk that users will miss it if important content is posted on hidden tabs.
For this reason, search engines do not evaluate content that is not displayed in the initial state of opening a web page on a PC site.
Keep in mind that designs that don't benefit users will eventually be abandoned by search engines.
User psychology cannot be measured only by imagination
However, it's not enough to imagine the user's perspective. In many cases, the user's perspective is different from what the webmaster imagines.
The tab-style design mentioned above may have been designed with the user's perspective in mind. However, statistically speaking, it was often not easy for users to use.
There are many other such misplacements. Even if you take one search keyword, it is the same, and there are many users who come to the website by searching for an unexpected keyword. There are actual examples of users who take unexpected actions, such as some users who should have put products in the shopping cart but leave and do not return, and some users leave the website just before registering as a member. It is a daily occurrence in the field of web marketing.
The behavior of such users can be grasped firmly using analysis tools.By analyzing the user's behavior grasped in this way, the user's perspective can be seen for the first time.Thing. It's an important measure that must not be forgotten in order to lead to a good cycle in which the contract rate of websites increases and the evaluation from search engines increases.
Organize the internal structure
Once you've organized your HTML simply, it's time to organize the structure within your site.
If you wash it out finely, it will not be sharp, so for details, I will create a separate explanation page and follow it there.
Simply put, it's a health check of the site.
- Is there a place where the link is broken?
- Is there a place where the redirect error is occurring?
- Are there any pages with missing descriptions?
It feels like fixing small errors.
If there is an error in the site, the crawler will not be able to crawl the site smoothly.
No matter how good your content is, if it doesn't get crawled and rated by search engines, it won't rank high on your site and won't catch your eye.
Therefore, it is an image that all the errors in the site are corrected as much as possible, and the contents are finally refined without any defects.
It is not impossible to check such errors in detail by yourself, but it takes labor and effort, so use tools such as "a hrefs".
Please refer to ahrefs, which is also covered here.
The points of content creation will be long here, so I will introduce them in the previous and next articles.