10 advanced SEO tips according to Google

1) Simplify URL structure

The rule for optimizing your site’s URLs is very simple:  the simpler, the better.  The idea is to create logical URLs that both users and crawlers can easily understand.

These are the main recommendations of Google to do advanced SEO in your URLs:

  • Choose URLs with simple and descriptive words.
  • Translate the keywords of the URLs to the different languages ​​of your website.
  • Use country-specific domains or subdirectories.
  • Separate the words in your URL with normal hyphens.

And these are the practices to avoid:

  • URLs with long, unreadable ID numbers.
  • Keywords written together or with underscores.
  • URLs that are too complex and have too many parameters.

2) Inform Google of the type of outgoing links from your site

Outgoing “follow” links pass authority from your page to the linked page, but they are not always the best option. If you encounter any of the following cases, use the rel attribute to tell Google what type of link it is:

  • Sponsored links  , that is, that you have been paid to place. Use the rel=”sponsored” attribute.
  • Links to  user- generated content , such as comments or forum posts. Use the rel=”ugc” attribute.
  • Links  you don’t want Google to associate with your site or track . Use the rel=”nofollow” attribute.

3) Avoid interstitials and invasive dialogs

Obtrusive interstitials and dialogs make users’ browsing experience worse and make it difficult for search engines to understand your content, so it’s best to avoid them.

Instead, Google recommends using banners, using the common libraries of your CMS, and avoiding hiding all content or redirecting the user to a different page.

4) Tag your site as child-directed content if necessary

If your website or mobile app contains content specifically directed at children, you must direct Google to  mark the content as directed to children  under the U.S. Children’s Online Privacy Protection Act. You can mark your entire site or service or just a part.

To mark your content as child-directed, you must first add your site to Search Console and verify that you own it.

Note that you can tag an entire domain, a subdomain, or a subdirectory. When you add the child-directed content tag to a domain or directory, it will be applied to all the pages it contains.

5) Check browser compatibility

Different browsers (or even different versions of the same browser) may interpret and display your site’s code in different ways. To avoid compatibility issues, take note of these  Google recommendations :

  • Test your site in different browsers, ideally from the earliest stages of development.
  • Use clear and valid HTML code. You can use tools like the HTML and CSS validators from the W3 Consortium.
  • Specify the character encoding of the text on your site.
  • Test your site in a text-only browser to check accessibility.

6) Prevent duplicate content from being created

Google detects and penalizes duplicate content, since it is sometimes used to manipulate the positioning of websites. However, many other times duplicate content is created by accident, for example, when generating a simplified page for mobile or a version for print.

Another common source of duplicate content is pages that can be accessed through multiple different URLs.

To prevent Google from penalizing you for duplicate content,  audit  your site for duplicate pages and try to find the cause and fix it.

7) Use valid page metadata

Metadata is very important for Google to be able to process the  HTML tags  on your site. If you use an invalid element in the header or <head>, Google will ignore the elements that appear after it. Therefore, we recommend that you review this aspect in all the headers of your page.

8) Allow link tracking

An  inappropriate link format  can make Googlebot unable to follow it.

To avoid this, keep in mind that Google crawlers can only follow links inside an <a> tag with the href attribute. Also, URLs in this tag must be actual web addresses that Googlebot can send requests to.

9) Make sure Googlebot is not blocked

If you mistakenly block Googlebot, it won’t be able to crawl and index your site’s content, and your site’s ranking will suffer.

Many website owners make this mistake and sometimes never even know it. So that it doesn’t happen to you,  check the blocked pages of your website  in the index coverage report. You can also check the status of a specific page with the URL inspection tool.

10) Test your website with Google search in mind

A  /B and multivariate tests  are highly recommended to optimize your website. But if they are not managed properly, they can affect your ranking. So that this does not happen to you, write down these recommendations:

  • Do not show different URLs to Googlebot and users, as this can be considered cloaking and lead to a penalty.
  • Use rel=”cannonical” links to indicate which is the preferred URL.
  • Use 302 redirects for temporary tests.
  • After the experiment is over, update your site and remove the test variants.