SEO Guidelines

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Here’s a general, beginner-oriented mostly, common sense rules for SEO. It’s the first steps before and after purchasing a domain:


  • URLs should be keyword optimised and user friendly (avoid *+%! characters).
  • Use hyphens instead of underscores to separate words within the URL.
  • URL length should be under 100 characters.
  • Keep URLs lowercase.
  • Non-www versions of URLs should redirect to the www version (e.g. should 301 to
  • Non-secure http versions of URLs should redirect to the secure https version (e.g. should 301 to
  • /index.php or /index.html style URLs should rewrite to

Website crawlers & bots

  • Include both HTML and XML sitemaps to help users and crawlers discover your site’s structure and content (sitemaps should automatically update with the addition/removal/editing of pages).
  • robots.txt or meta robots tags should only block select directories/pages as required.
  • Content should load within HTML (crawlers can have trouble with JavaScript etc.).
  • An editable rel="canonical" tag should be implemented on every page.
  • Content should still be visible with JavaScript and CSS styles turned off in browser.

Semantic Web, Schema and Rich Snippets

  • Implement any structured data (Schema) elements relevant to your website including breadcrumbs, event, organization, local business, ratings/reviews, price, product, images for eCommerce etc.

Multi-platform & Multi-device

  • Cater for multiple devices including desktop, mobile and tablet.
  • Site should work across all browsers and major operating systems.
  • Ensure site conforms to Google’s Mobile SEO Best Practices.

User Tracking/Conversion

  • Implement Google Tag Manager across all pages incorporating Google Analytics and, optionally, Google Ads Remarketing codes as applicable.
  • Implement Google Search Console and Bing Webmaster Tools.
  • Redirect users to a “thank you” page after any form submission.

Note that, in 2021, web standards count more than ever. A well-formed web document will help your site rank better.

👋 Added by Ciprian on Saturday, October 12, 2019 in Blog, Marketing, Search Engine Optimisation. Last modified on Friday, December 11, 2020.


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