Internal element optimization: from metadata to images

Internal element optimization is one of the most important parts of an SEO strategy, having a direct impact on the visibility and user experience of a website. These elements – from meta data to images – help search engines better understand your content and decide to display it in search results when a user searches for information related to your services or products.

Properly performed internal element optimization helps:

Improve website visibility: Optimized internal elements help search engines understand the content of the page, so it can be ranked better for targeted keywords.
Increase CTR: Attractive and clear meta descriptions encourage users to click on the link in search results, even if the page is not in the first position.
Speed ​​up page indexing: Search engine robots index pages with properly optimized internal elements faster and more accurately.
Increase competitive advantage: Optimized internal elements can help your website stand out in a competitive environment and attract more visitors.
Maintain proper structure: Proper internal elements help both users and search engines understand the structure of the content more clearly.

Meta data: how to attract more clicks?

Meta title and meta description are like a website’s “welcome” message in search results, which is seen by both the user and search robots “crawling” the site. Properly optimized meta data plays an important role in increasing the visibility of the site, improving keyword positions and CTR.

Meta data has a direct impact on the ranking of the site, can contribute to improving the click-through rate, reduces the bounce rate (because the user can immediately decide whether they want to visit your site), helps solve problems with similar content and avoid duplicates, and increases brand recognition.

Meta data best practices:

Meta title: short (up to 60 characters) and clear texts that capture the essence of the page and include the most important keywords.
Meta description: informative and engaging descriptions up to 155-160 characters, conveying the essence of the page content and inviting action (click, go, learn more, etc.)
Uniqueness: each page should be assigned unique meta data – this way each URL address gains value in the eyes of search robots and helps to understand the structure of the site.

Neat heading structure: why are Google robots pedantic?

The structure of headings on a site is not only a matter of design or text presentation. Google robots, when indexing pages, are extremely pedantic and pay a lot of attention to how information is presented hierarchically. Properly arranged headings (H1, H2, H3, etc.) help search engines quickly understand the topic of the content, the most important accents and their relationship to each other. For example, there should be only one H1 heading – it indicates the main topic of the page. H2 and H3 headings should logically develop the main topic, dividing it into clear subtopics.

Interestingly, Google bots analyze not only the content of the headings, but also their sequence. If the headings are presented in a chaotic manner – for example, H1 after H3 or significant levels are omitted – it can be more difficult for the search engine to understand the structure of the content, which can negatively affect the page’s positions. In addition, studies show that the correct heading hierarchy improves not only SEO results, but also the user experience – well-structured text reduces the bounce rate and increases the time spent on the page. Therefore, a neat heading structure is the key to better visibility in Google’s eyes and a smoother user journey on your website.

Images and ALT texts: speed and visibility in search

Images have a huge impact on the loading speed of a website and its visibility in Google Image Search. Optimized images help improve SEO results and ensure greater visibility of the website.

How to properly optimize images?

ALT texts: These are texts that describe the image if it cannot be loaded or if a screen reader is used. These texts should clearly describe the content of the image, including key keywords. It is important to remember that ALT texts also ensure accessibility of the content for people with visual impairments.

EXAMPLE:

Invalid ALT text: alt=”image1″

Valid ALT text: alt=”White cotton V-neck t-shirt”

File size: Use compressed (smaller size), but high-quality images. You can use tools such as TinyPNG, ImageOptim, Squoosh, etc. According to best practices, the recommended file size is up to 100 KB (which becomes especially relevant for mobile devices).
Commonly used image formats:
WebP is Google’s recommended image format, which ensures an excellent quality-to-size ratio.
JPEG/JPG – recommended for photos where smaller size but good quality is required.
PNG / SVG – recommended