seo tool - landing page optimization

Three Areas of On-Page SEO You Must Troubleshoot Regularly

A few weeks ago we launched our client portal which includes, among many other goodies, an SEO troubleshooter.

We’ve had considerable interest especially from clients in the Middle East due to the tool’s Arabic SEO capabilities.

We’ve also had general inquiries about why such an SEO troubleshooting tool is important.

Over the coming weeks we will be  doing deep dives into many of the specific SEO issues that you need to be aware of to ensure that your site ranks well on search engines.

In the meantime, here are three things you should be doing on a regular basis to ensure that you are continually troubleshooting your site against tech and basic optimization challenges.

Under the “Site Auditor” section of our tool, there are 3 basic sections you need to be aware of.  These are:

  1. Broken Links
  2. General Search Engine Optimization (technical)
  3. Landing Page Search Engine Optimization (keyword targeting)

Broken Links

Broken links on your website provide a negative experience to users of your site and to search engines.  If users find broken links, they may not visit your website again. If search engines encounter many broken links, they may downgrade your ranking.

Broken links can be links to other websites, internal links within your website, broken image links, and even links to javascripts and css files on your website.

Continually checking your broken links is highly recommended.  There are many tools that can do that on an ongoing basis for you.  The screenshot below if taken from our tool,  The client’s name has been edited out for obvious reasons.

seo tool - broken links

General Search Engine Optimization

In SEO there are various optimization tasks you can do on your website to ensure that search engines such as Google understand the structure of your website and the content on it.

For instance, duplicate title and meta description tags can confuse search engines as to which page to rank for their users’ search queries.  Long title tags may be curtailed by Google thereby providing a poor click through from the “SERPs” to your website.

Unfriendly (massively dynamic) URLs may not be properly indexed by search engines. Moreover, incorrect use of URL redirection might adversely affect your ranking.

Improper use of heading tags can confuse search engines as to what your pages (and website) is about.

The lack of an XML sitemap might mean that you’re missing out on all your pages potentially appearing in the search results.

This is an ongoing process and must be monitored regularly to ensure that your website has the best chance of ranking for your industry keywords.

The screenshot below shows our tool in action for one of our clients…

seo tool - general search engine optimization

Landing Page Search Engine Optimization

Finally, landing page optimization is a crucial task that allows you to tell search engines which pages to rank for which keywords.  Keyword research and mapping is an important exercise you must conduct before you’re in a position to start optimizing your pages for your target keywords.

Keyword placement must be used in the following elements of your web page:

  • The Title Tag
  • The Description Tag
  • The URL
  • The Heading Tags
  • The Body
  • The Alt Text of your images

Moreover, you must stay away from “Black Hat” SEO techniques such as stuffing your page with keywords in an attempt to rank.

The screenshot below is taken from our tool which regularly checks pages and provides feedback against landing page optimization best practices.

seo tool - landing page optimization

There you go, there different areas of SEO that you must troubleshoot on a regular basis to provide your website with the best chance of ranking in top positions for your target keywords.

Over to you…

Do you regularly troubleshoot your website for SEO?  Which tools do you use?  Share your experience below…

About Omar Kattan
Omar is MD & Chief Strategy Officer at Sandstorm Digital. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.

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