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On-Page SEO Basics and Best Practices For 2019

So you are about to publish a new blog post or page on your website. You are hoping that Google likes your page enough to rank it, and users like your content enough to share it and link to it. Below you will find the SEO basics and on-page SEO best practices for creating a new web page or article.

This checklist acts as a guide to ensure that each new page contains Google SEO basics for each of the primary SEO elements that Google uses to determine relevancy.

1. Best Practices For Creating Unique URLs / Permalinks For SEO

I get asked weekly about URLs and the best permalink structure, and the value they have from an SEO standpoint, or if a business should pick an exact match domain over the one you will need to establish as a brand. We have all been told that keywords in the URL hold some weight in Google’s Algorithm. But how true is this statement?

Below you will find 3 high-level values that URL structure has on influencing SEO rankings.

Benefits of Creating SEO and User-Friendly URLs

First Benefit of A URL: Keyword Value

Does having keywords in a website URL help rankings? There is much debate about whether or not having keywords in your websites URLs or WordPress permalinks actually gives you a boost in the search results. In my opinion and from the testing we have done the primary benefit of having keywords in your URL is when an external website links to your site with only the URL and no anchor text. Google is able to parse out keywords from the URL to help define the relevance of the page being linked to; much like normal keyword focused anchor text or alt text on images. Bill Ross, CEO of Linchpin SEO, a Raleigh SEO Company

So the age old question of whether or not you should get exact match domains (one that matches your primary keywords exactly) is still a hot topic.

It does not help you all that much from a ranking standpoint but there are still edge cases in which that seems like the only logical variable ranking a website. – Google

If it is a three keyword phrase, them you are better off with a shorter domain. If it was one or two keywords then I would go for the exact match. If is not much better, you might be better if you choose a short brand able word instead. – @bhartzer

I’d always go with a branded domain approach: I don’t think it’s going to have much bearing on the success of your site in Google. Go with branding, or whatever you think your users will remember. – @Netmeg

Personally I think that if an exact match domain is easy to remember and matches your brand offerings then it can’t hurt, but be careful not to overdo it or limit the scope of your product offerings.

Their are theoretical user drawbacks of getting an exact match domain as well. Theoretically it would limit your service offerings and value for other services in the eyes of the users.  – Bill Ross (@billross), CEO of Linchpin SEO

Second Benefit of a URL: Click Through Rate

Do Keyword Focused URLs Increase Click Through Rate? Google understands that in most cases users scan search results, therefore Google highlights keywords that are in the title, description, and URL that match the users search query. Matching users search intent with URL structure can help with click through due to the bolding of keywords in the SERPs.

In a search for “SEO tools”, you can see that in the search results Google has bolded the words in the search query where they appear in the URL of the search result.

How Long Should URLs Be? Now you are probably thinking why wouldn’t I just add a ton of keywords to every URL (as in point 1) so that I get the benefit of them when someone links to me or get a ton of words bolded when the URL is shown in the search results (in point 2)? The key is not to over-do the keywords in the URL or your permalink structure so that it looks like spam.

Third Value of a URL: Social Value

Do URLs influence Social Metrics? Social sharing is one of the indicators that the search engines use to determine the value of a page. Creating short, concise URLs that are easily copied and shared, and which show up in the social networks in an optimal way is important for branding and click through.

If you are unable to shorten your URLs to an acceptable limit for social sharing there are many sights that will shorten URLs such as in which you can add a longer URL to and it will not only shorten it but also give you the option to give the URL a specific name.

The concern with URL shorteners is that most of them do not pass SEO value (because they use a 302 redirect and not a 301 redirect) through the link.

Rules to Follow To Create SEO Friendly URLs and WordPress Permalinks

So you’re creating a new site, or thinking about rewriting your website’s URLs to help your users and the search engines understand your website and its pages more accurately. URLs are important when it comes to indexation, marketing, click through, and when other sites link to your website.

They should be optimized to pass keyword metrics and help with click through. This is where Google SEO Services comes in; to define the URL structure and get the most value out of it. When new URLs are being planned for sites, the following rules should be followed and an SEO should be brought in to work with your business to define the structure.

Keep it short

While a descriptive URL is important, minimizing length and trailing slashes will make your URLs easier to copy, paste, or remember in the rare case they were not bookmarked, and will be fully visible in the search results. Should be no more than 100 characters with stop words removed.
might be shortened to

Use keywords

If your page is targeting a specific term or phrase, make sure to include it in the URL. However, don’t go overboard by trying to stuff in multiple keywords for SEO purposes; overuse will result in less usable URLs and can trip spam filters.
might be better as

Be descriptive

Rather than selecting numbers or meaningless figures to categorize information, use real words and remove any special characters. 
should be rewritten to

Remove Special Characters's-leashes 
should be rewritten to

Use hyphens to separate words

Not all of the search engines interpret separators accurately like “_”, “+”, or “%20” so use the hyphen “-” character to separate words in a URL. 
should be rewritten to

Keep it lowercase

Not all the search engines are case sensitive so and can be seen as different URLs by some of the search engines. 
should be rewritten to

Remove stop words

Stop words are very common words or adjectives that can hinder your SEO efforts. Words such as, ‘of ‘ , ‘or’, ‘the’ etc. interfere with your SEO efforts because they use up precious character space, especially when creating URLs. For your WordPress permalinks, there are plugins (such as Yoast SEO plugin) that have the option to do this automatically. 

Keep it 2 levels or less

Level 1 should be the site section/category. Level 2 should be the sub-section/second category (Good) (OK) (Bad)

Remove tracking parameters

If it is necessary to use tracking parameters on internal URLs to better understand click-path, or for external marketing campaigns, make sure you use the canonical tag and point it to the URL without the tracking – this will eliminate duplicate content issues.

2. SEO Basics For Create a Unique Title and Description Tag

Title Tag Creation Basics

The title tag is one of the primary pieces of a web page that Google uses to determine what a page is about, and for which topics it’s relevant for.

  • Select one or two keywords that accurately describe the page’s content – this should’ve already been completed when you did your keyword research.
  • The title tag should include your primary and secondary keywords written in a concise conversational statement.
  • It should be 70 characters or less and include your Brand name at the end.

Description Tag Creation Basics

The description tag provides users a glimpse into what a page is about before they click through to the page from the search results.

Google will show the description tag in their search results by either; reading the custom description tag you create for your web page, or by compiling a description tag based on the users search query.

  • Include your primary and secondary keywords to accurately and conversationally describe the page’s content in 300 characters or less.

3. SEO Basics For Optimizing Page Content

When we reference optimizing web page content, we are not talking about keyword density or just adding keywords. The SEO basics of optimizing page content include the optimization of structural, copy, and keyword components.

Beyond making sure the content is outside of flash, javascript or an iFrame, and that text is not rendered as an image, there are a set of primary locations you’ll want to focus on. Let’s start with a couple structural concepts – content hierarchy and diversity – and then dive into where keywords should be included.

Content Hierarchy Creation Basics

Users rarely read all of the content on a page. They are more likely to skim a page to find the content section that has the best chance of answering their question. Making this behavior as easy as possible will increase user satisfaction and lead to higher engagement rates.

Having a structured hierarchy for your web page also helps Google understand topic hierarchy for your content, giving them better insight into what your content should be ranked for.

A content hierarchy is built by using H1, H2, H3 tags to define sections of content.

Content Diversity

Utilizing a variety of content formats such as videos, images, and lists within a piece of content have been shown to increase engagement, social shares, and inbound links.

Because of this, it is beneficial to try and include each of these formats in your page or post where it makes sense, and where it will add value to the overall experience for the user.

SEO Keyword Use Basics

Keywords should be included naturally within the following content locations. They should include head, mid-tail, and long-tail keywords and phrases.

H1 Tag Basics

  • Make sure you have one H1 tag.
  • The H1 tag should include your primary keyword topic for the page(head term).

H2 Tags Basics

  • Make sure you have a few H2 tags.
  • These should be sub-topics of your primary keyword topic.
  • These should include the keywords of your secondary content topics (mid-tail keywords).

H3 Tags Basics

  • Make sure you have a few H3 tags for each H2 tag.
  • These should be sub-topics of your secondary keyword topic.
  • These should include the keywords of your tertiary content topics (secondary mid-tail keywords).
  • Having H3 tags are not always relevant unless you are diving deep into a topic.


  • Paragraphs should be concise, focused, and digestible for users – preferably 4-5 sentences long so you don’t overwhelm users.
  • They should include primary, secondary, and long-tail key phrases – think diversity, not density.

Image Optimization Basics

  • Add an ALT tag to all images describing the image
  • Name your image by describing it in 2 to 3 words – use hyphens to separate words.

4. SEO Basics For Using Meta Directives

  • If the new page is replacing an existing page, place a 301 redirect on the old, relevant content to pass link metrics.
  • Use the “rel=canonical” tag if the content may be considered duplicate and closely mirrors a more authoritative page.
  • Use the Robots.txt directive <meta name=”robots” content=”noindex, nofollow”) if you wish to keep a page from being indexed by Google or do not want link metrics to be passed through the page.

Bonus: Notify Users and Search Engines

Finally, you’ll want to make the page accessible to users and search engines, and give Google a little nudge that there’s a new piece of content on your website.

Make sure you’re letting Google and users know you’ve published a new piece of content by doing the following.

  1. Add the new URL to your XML and HTML sitemaps.
  2. Add at least one on-site link (where relevant) to the new page.
  3. Tweet and socialize the new article
  4. Fetch the new page as Google within Google Webmaster Tools (Google Search Console). Once you fetch it, the tool gives you the option to submit it to Google.