seo manual 2021 - complete seo guide

SEO MANUAL: Complete SEO Guide for 2021

Part1: Core SEO Audit

Meta Titles

The title tag should explain the page content through a single title. Use primary keywords to create title tags. The title also must be easy to read and desirable to click to the user. 50–70 characters for an optimized title tag. Titles should be consistent across the page type and have a certain style to remain consistent.

Title tags are used in three main places.

Search Engine Results Pages (SERPs),

web browsers,

social networks.

A unique meta title will help Google understand that your site contains valuable content. That way, Google will appreciate your site.

Example: –

Meta Descriptions

The meta description is an HTML attribute that summarizes a web page. Search engines like Google often show meta images in their search results that can affect the click-through rate. the meta description should include the most relevant snippet from the page content to summarize the content so the user can read what to expect on the page. The meta description can also be written to compel the user to click through. The snippet can be up to 320 characters, but we recommend staying under 156. All consumer meta should be optimized by hand


  • Description
  • Author
  • Viewport
  • Keywords

Example: –

Heading Tags (H1 – H6)

The header tags should effectively describe a section of the site and be inclusive to the content associated with the header. The H tag should be used in order from H1-H6 in order of importance from top to bottom on the page. A good use of H tags with strategic keywords effects keyword rankings. H1 is main heading which is same as page title.H2 is used as an outline for paragraph. It outlines your content. Similarly, H3 is subheading for your H2 heading. It’s HTML tags that indicate the title of a web page.

These are five important heading tags for SEO.

  • Use heading tag to produce structure and context for your article.
  • Use headings tag to divide the text.
  • Use H1 just for the page title.
  • Use H2 just for paragraph heading.
  • Keep your heading tags constant.

Ranking Keyword Audit

You need to know how people are looking for the products, services or information that you offer on site. In order to make it easy for them to find your content.

Keyboard Audit includes Five steps.

  • Step 1:  Get the data. the primary step in your audit is to grab all of your keyword knowledge   from analytics.
  • Step 2: Sort the data. If you’ve got your data, you’ll be able to easily sort it by a variety of                     various tools.
  • Step 3: Classified the data on a web page.
  • Step 4: Provide Analysis.
  • Step 5: Take Actions.

Keywords should be strategically throughout and mapped on the domain, use the keyword map and research list to pick focus keywords for the content you are trying to rank.

Here are some well-liked ranking factors and areas where specific keywords ought to be mentioned.

  • Metadata
  • Alt tags
  • HTML Comments
  • Link, URL, and domain text
  • Large text in bold, italic and
  • Titles,
  • Website quality,
  • Domain age
  • Social networks,
  • Etc.

Image Optimizations

Imagery should always be smaller than 1mb. Images should be properly sized for the web for optimal page load, often imagery is the sole reason for poor loading.
Why image optimization is important?

Image optimization is so important is it help you to get views, if you post a handsome image it will attract your reader and also help you to gain audience.

Top tips,

  • Always use images
  • Finding the proper image
  • Add Captions
  • Add image structured data

In step with archive of HTTP (hypertext transfer protocol), images form up on the average of 21% of a complete web pages’ weight.

Always use images. Images, once used properly, can facilitate readers to understand your article better. The adage “A picture is worth of 1000 words”

Alt Tags

The ALL tag, also called “ALT attribute” and “ALT description”, is an HTML attribute applied to image tags to provide text-to-text alternatives to search engines. Alt tags allow the imagery to be read by crawlers and people with disabilities. The image alt text should reflect the contents of the image itself and the keywords should reflect a description of the image, not necessarily the keywords you are trying to rank for. Applying images such as product images to ALT tags can have a positive effect on an e-commerce store’s search engine rankings.

Where is an alt tag located?

<img src= “image.jpg” alt= “image description”

 title= “image tooltip”>

Internal Cross Links & Buttons
what is internal link

Internal links are links that go from one page of the domain to different pages of the same domain. They are commonly used in the main navigation.

Internal links should be used to help the user flow of the site without getting in the way. These links should help the user navigate content and cross over into other taxonomies or related content. The placement of buttons and links are critical for usage and visibility. Links are also important because it allows crawlers to scan pages and crawl the links. You can put 3 – 5 links based on content length.

These types of links are useful for two reasons:

  • They allow users to visit a website.
  • They help to establish the level of information on a certain website.

Domain Authority

The Domain Authority is a number that represents how authoritative the site is. This metric from MOZ is measured by how established crawlers believe the domain is.

Time, backlinks, and SEO practices will help increase the number and will affect site ranking.

Domain authority is rated on a scale of one to one hundred (1 is worst, 100 is best). Domain authority betweenfortyandfiftyis taken into account average, between fiftyandsixtyis taken into accountsensibleandoversixtythought of glorious

Page Authority

The Page Authority is a number that represents how authoritative the pages are. This metric from MOZ is measured by how established crawlers believe the page is.

Time, backlinks, and page specific SEO practices will help increase the number and will affect site ranking. It’s same as domain authority in ranking.

Five ways that help to extend your page authority,

  • content is fascinating.
  • content has been improved consequently.
  • update your content often.
  • content is beneficial and relevant.
  • content is simple to browse.

Established Links Indexed by Google

Links indexed and shown in the Search Engine Results Pages. These indexed pages are found from google search when performing a site search. This number should accurately reflect the number of pages, posts, and content types on the domain. There are certain types of posts or categories that should not be indexed as they may provide no SEO value or value to the user.

How to site search in Google,

Spam Score

The spam score represents the percentage of the site you are investigating with similar characteristics that Google has penalized or banned us. The Spam score indicates the level of spam associated with the site. Keep this score low by using trusted sources, quality backlinks, trusted links and no spam activity on the domain.

This metric from MOZ is used to determine the quality of the domain, if there are sketchy links or content, this will be reflected in the score.

Here are some fast wins to lower your spam score

  • Create a text version. …
  • Avoid victimization spam-sensitive words and phrases.
  • Use plain text at intervals hyperlinks rather than URL.
  • Use the proper direction.
  • Use the acceptable item.
  • Avoid hypertext mark-up language errors, unsupported techniques, obscure content, and obscenities.
  • Images
  • HTML

Check your spam score by following these steps,

  1. Keep the Mail Tester tab open. …
  2. While in the editor, click Test & Preview> Submit Test.
  3. Paste the e-mail address into the traced field from so click Submit.
  4. Open your existing tab so check your score.
  5. Now you’re able to see the results.

Search Visibility

Search Visibility represents the click through rate of your site in organic search. This MOZ metric is an estimate of the percentage of clicks your site receives, based on the ranking positions across all keywords you are tracking.

This metrics is highly useful as it will inform you on what percentage of clicks you see to your site from the keywords you are trying to rank for, this metric lets you know how the site is performing in the SERPs.

Inappropriate tips to extend your visibility,

  • Poor visibility in Google search means you’ll lose potential guests and web site revenue.
  • Identify that keywords are driving traffic.
  • Set up tracking to watch the competition.
  • Run a competitor’s web site against the universe of their keywords.
  • Use analytics.
  • Check the meta title, description and address

Part 2: Technical SEO Audit

Site Redirects

Redirects should seamlessly transfer users and bots to the new location of any moved page or post, but not all redirects are created equal. 301 permanent redirects will be preferred in most cases. Redirect chains should be avoided because it makes page load time long and can create a redirect loop.URL redirection, or site redirection, conjointly referred to as (universal resource locator) forwarding, could be a World Wide web technique for creating a web page accessible at more than one URL. once an online browser tries to open a redirected URL, a page with a distinct URL opens.

How to redirect?

  • From the menu on the left facet of the screen, choose Manage.
  • It redirects to the menu that opens from there.
  • Click the Add Rule button.
  • Enter the page you wish to redirect to within the box on the left.
  • Select the kind of redirect from the menu


Sitemap is an XML file that is full of your individual web page URLs. The .xml sitemap let’s search engine crawlers follow the links to all your individual web pages so that it won’t miss out on anything. Sitemaps should be established on the site, submitted to search console to be indexed and fetched to be found.

How to create sitemap?

simply, open the dashboard, click “Site Map”. Click “Add New Sitemap”. Enter the URL where you saved your sitemap. It should end with “.XML” because it is an XML file.


Robots.txt is a text file webmasters create to instruct web robots (typically search engine robots) how to crawl pages on their website. The REP includes directives like meta robots, as well as pages, sub directory, or site wide instructions for how search engines should treat links (such as “follow” or “no follow”). A robot txt file tells search engine crawlers that pages or files the crawler might or might not request from your web site. this is often in the main accustomed avoid overloading your web site with applications. this is often not the way to stay Google off the page.

What is a txt robot in SEO?

Robot txt may be a document webmaster who instructs web robots (usually search engine robots) on a way to crawl pages on your web site.

Can I ignore the txt from the robot?

The standard for removing a robot is suggested, it’s up to you whether or not you follow it or not, and if it’s not locution one thing dirty, you’ll in all probability ignore it. If we decide, nothing can happen.

Are txt robots legally binding?

txt is utilized in a court of law? there’s no law describing it / robots. txt should be binding, neither is it a binding agreement between the positioning owner and also the user, however it will contain robots.

Schema Markup

schema markup may be a code (term) that you just place on your web site to assist search engines come back additional informative results to users. If you have ever used heaps of snippets, you perceive specifically what schema markup is all concerning. Below is an example of a local business that’s flagged on the event planning page. Schema is a specific vocabulary of tags (or microdata) that you can add to your HTML to improve the way your page is represented in SERPs to Google. This micro data can help with keyword rankings, SERP rankings, and crawlability. reference:

How am i able to get the schema markup?

The Structured Information Tester for the schema application will be found within the “Tools” tab of the schema application. This tool permits you to enter the URL of any web site and it’ll show the define markup found on this page.

Crawl Errors

A site with great site health should have no to minimal crawl errors. Such as 400 and 500 page errors. Crawl errors can also include links not found, duplicate links and missing links.

How to fix crawl errors?

  1. Remove the login from the pages you wish Google to crawl, be it a page or a popup login suggestion.
  2. Check your robot.
  3. Use a robot.
  4. Use the User-Agent oppressor plugin for your browser or use the Google toolbar to seek out however your web site appearance on Google.

URL Structure

Following rules to follow:

  • Always edit a page’s URL to be relevant.
  • Follow a standard URL structure.
  • Keep it short and simple.
  • Use your primary keyword.
  • Use hyphens to separate words.
  • Remove stop words.
  • URL Parameters

Using URL parameters to serve content based on filters applied via faceted navigation menus. It’s important to avoid duplicate content and replace old parameters to be updated in search console.

Permalink Resource

SSL Certificate

HTTPS or an SSL certificate provides a secure connection to users on the pages where they share personal data with you. Google promotes safe sites with a SSL certificate and warns users about sites without them.

How to request an SSL certificate?

  1. Prepare by putting in your server and change your WHOIS records (it ought to show the right name and address), etc.
  2. Create a CSR on the server.
  3. Submit CSR and alternative data to the Certification Authority.
  4. Verify your domain and company.
  5. Receive and install the issued certificate.

Price of SSL Certificate,

Canonical Issues

A canonical issue arises when 301 redirects are not properly in place. This means that your website can be accessed by search engines from several different URLs. This means that search engines can then potentially index your site under different URLs.

Do canonical tags affect SEO?

traditional tags affect SEO from 2 points of the reading. For once, they directly affect however search results seem. they will also affect the general ranking of a website because of a variety of factors, like structure, user expertise, and page ranking flow.

Should I solve Canonical tags problems?

There are 2 main ways to troubleshoot canonical problems on a website:

by implementing 301 redirects.

Adding canonical tags to your web site pages so Google is aware of which multiple pages are most well-liked. ۔ the proper choices rely upon what you’re attempting to resolve.

HTML Errors

A healthy site is the priority for SEO. It’s important to make sure the HTML is clear and not responding with errors.

 How does one get the error code in HTML?

Open the html file that you just need to see for errors.

  1. By clicking the “Clear HTML” icon within the “Tools” tab, or.
  2. Select “Actions | Tools | Clean HTML” from the most menu, or.
  3. Press the “F9” key.

WWW. Resolve

WWW. Resolve helps to redirect your readers to a designated domain. Meaning it is helping to drive all your traffic to one spot instead of four separate pages.

Example: http://, www/, https://

CSS & Java Script

Minifying code is especially useful for interpreted languages that run over the Internet, such as CSS, HTML, and JavaScript. It reduces the amount of code that has to be transferred over the web. Addressing the code is an opportunity to make sure the site does not have “code bloat” and the code has been optimized for speed.

Site Responsiveness

Mobile should be the priority of the site; users need to be able to navigate the site across multiple devices naturally and effectively.

How do I create an associate existing web site Responsiveness?

  • Include responsive meta tags in your HTML document.
  • Apply media inquiries to your inquiries.
  • Respond to embedded photos and videos.
  • Make sure your typography is clear on mobile devices.

Average Page Load Time – Desktop

Content needs to load quickly. Three seconds or less is ideal. Make sure the images and other media files aren’t slowing down the site’s performance.

Average Page Load Time – Mobile

Content needs to load quickly. Three seconds or less is ideal. Make sure the images and other media files aren’t slowing down the site’s performance.

Google Analytics & Tag Manager

Google Analytics and Tag Manager are critical to operating a web property. These tools should be properly established and setup to make sure the data being reported is accurate and the data structured represents the goals desired from the site.

Other Errors or Red Flags

Find the best tool for yourself or do a manual check-up to detect technical errors on the website.

404 Errors

404 error is a response error when a web page can no longer be found. It is important to manage broken links such as 404 pages as they determine how healthy the web property is and replacing the link with a 301 redirect will ensure for a better user experience and better ranking from google.

Part 3: Content Audit

Menu Optimization

Main business keyword category should be listed in the menu for good link juice.

Footer Optimizer

Apply NAP Algorithm, list all important business pages here

Blog Optimization

2-4 articles weekly to maintain article frequency this can also solve crawling issues.

1st Fold Content

1st fold should be optimized with at least 200 words and 1 image.

Image Optimization

All images should be well optimized with attributes like [file name, image URL, alt text]

Content Optimization

  • Length of the article:1000 words per content
  • 3-5% keyword density
  • Using right heading tags [H1, H2, H3]
  • 2-3 internal links [Anchor text is important] -> Link back to category/product/blog
  • 2-3 Media [Images, Videos, PPT, infographics]
  • Image Optimization [File name, Image URL, Alt text]

Content Share ability

Content must be shareable and share worthy. Take a step back and ask yourself if you would share it — and if so, can you from the page?

7 tips to extend content sharing

  • Remember that individuals share to attach, not together with your business.
  • In as many ways as you’ll trust.
  • Keep your titles easy and centered.
  • Keep your sense of humor.
  • Create a way of necessity/chance.
  • Participate in the Exchange Law.
  • Provide email.

Content Titles & Use of Headings

Content should use strong titles and H1s. Create enticing, actionable titles that use keywords strategically and naturally. The site should make natural use of keywords in titles. Write for people first, but if you can keep that target keyword toward the front of your title and/or H1, do so.


Content should use chosen keywords that align with the business and topic of the content. The keywords chosen for the type of content should be mapped out to the blog or page. Content should not have stuffed full of the primary keyword. A good way to visualize it to use the “Find” feature in your document and search the keyword. If it looks oversaturated, start plugging in some synonyms. The content makes natural use of keywords and variants in the copy. Don’t overthink it. Use synonyms, abbreviations, plurals and so on like a normal human being would.

Long Tailed Keywords

Content should use more descriptive phrases known as long-tailed keywords. These offer a higher probability of conversion since they are specific. And, as much as 40% of all search traffic on the internet is driven by long-tail keywords.

Compelling Content

If you desire to rank high for the content, the content you create needs to be better than current SERP winners. What makes these content worthy of being on the first page of the SERP in google? What are the current results? Spy out the competition. Review the pages that are currently ranking well for target keywords and ask yourself if your content is better. Then, make sure it is better for your audience and what you are ranking for.

Spelling & Grammar

Your content is free of spelling and grammatical errors. Proofread. And then have someone else proofread.

Buttons & Site Links

Make sure the links and buttons are in a good place for the reader to access. Site links to good reputable sources that provide value to the reader. Avoid linking to spam my or sketchy sites, as google will recognize this and treat it accordingly.

The Facts (Is the content accurate and resourceful)

Content has been fact-checked. Just because everyone else quotes that statistic, it doesn’t mean you should, unless you can find the source and it is accurate. Make sure the information provided provides true value on the topic for the reader.

Content Taxonomy

Your content organizes thematic subsections by primary related keywords. Google is getting better and better at understanding related terms and “like” topics. Don’t be afraid of it, make sure the content hierarchy makes sense to a reader and web crawler.

Image + Video Usage

Imagery should be well thought out and the placement should help the understanding of the content, not get in the way of it. Makes natural use of keywords in image alt text. Image titles, alt text and captions are strategic places for descriptive language.

Content Preview

Site content makes natural use of keywords and variants in the first 100 words. Don’t overstuff your keywords but lay all your cards on the table as quickly as possible, this will help google pull the important info.

Responsive Content

Content plays well on mobile. This will not likely be an issue if the site uses responsive design, which most do, but make sure forms and CTAs are tippable in the content, images are center-aligned and so on.

Duplicate Content

Duplicate content needs to be removed because web crawlers such as google bot will find this and flag it and demote the content.

Competitor Audit

Keep an eye on your competitors moves and check what make them more visible online. Check their titles, description, first fold content, image optimization, backlink profile, call to actions, other on-site and off-site tactics.

Backlink Audit (Monthly 10 each)

1.                   Profile Creations

2.                   Social Bookmarking

3.                   Web 2.0s

4.                   URL shortness

5.                   Citations [Local SEO]

6.                   Scholarship backlinks

7.                   Blogger outreach

Local SEO

1.                   Complete Google my business profile information [services, business hours, address]

2.                   Build at least 50 local citations [apply NAP Algorithm]

3.                   Post updates on GMB page [weekly 2-3] with CTA

4.                   Ask for rating [at least 30 ratings to gain google trust]

Aqsa Arshad

I am expert in technical SEO, with over 3 years of search engine optimization experience in 5 industries, including technology, healthcare, and nonprofits. I enjoy learning and implementing new SEO trends and love to write about SEO techniques and DIY SEO guides. With the growing competition in digital marketing, my most recent knowledge includes how to make the most of Google Ads, and added Pay-Per-Click (PPC) to my skill set. I am working as SEO specialist at ProServeIT and am responsible for all of ProServeIT's SEO & PPC campaigns.

When I am not thinking about SEO, I love reading, cooking & gardening.

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