HTML optimisations for better Search Engine Rankings

Title tags optimisation for SEO

Titles are most important, as they are the key in signaling the page context in a short meaning, and lets the bot and users know what the page is about. These tags have to be unique and descriptive. These title tags are the ones that appear in the search results as a clcikable element. These titles are specified through html title tags. Google uses title for snippets, if they don't find them they will look for h1's in most cases.

A page can rank for multiple terms, but the title is the main driver that highlights the main page brief to bot and users. Always ensure your title and h1's are different, so you will have multiple backups to let google know about your page

Meta Descriptions tags optimisation

Meta Description tags are also HTML elements which appears as a description on search results. It is not a direct elevator, but a success facotr as it attracts users by giving more descriptive information in search results. Same like titles, searhc engines may not always pick the description you provided, sometimes it picks the best description about the page and displays in search results.

Best advices given are to keep the desciption more appropriate about the page. If the search engines finds the titles and descriptions are not correct, then the search engines will look for better alternative. Bing follows similar approach like google in identifying titles and descriptions.

Structured data optimisation

Structured Data is key factor in driving and attracting users in search results, as structured data signals search engines on how the result wants to be displayed. Structured data is a code format, usually people call it schema markup. Google suggests, it prefers JSON-LD format of structured data. Multiple types of structured data exists like organisation , person, article etc. Effective usage of structured data helps to uplift your CTR from SERP as the way the results are displayed becomes more informative and catchy.

Structured data helps the bots to understand better about the website architecture, page structure and page context type. Now a days most of the websites started to follow and implement structured data on their pages and seeing a better performance and CTRs.Few Legacy sites still follow micro data format of structured data. Compared to standard results , rich snippets, or rich results always have a better CTR.

Heading hierarchical optimisation

Heading is key factor for search engine rankings, usally heading are used as H1 tags, but usuage of multiple H1's will confuse the bots on which H1 it has to consider for page context indexation. These confusion results in organic ranking of the page. It is good practise to use keywords in heading tags.

The usage of heading tags should also follow a hierarchy, like h1, h2, h3 and so on... Never push the page with too many H1's. Hiding heading tags using hidden class is also a bad SEO strategy. Search engines are intelligent enough to understand these and considers these as blackhat techniques. Having semantic headings always benefits the search engines to analyse and understand better about the page.

AMP optimisations for SEO

AMP stands for Accelerated Mobile Pages, is an open-source backed by Google to have quickly loading pages on mobile devices. In February 2016, Google officially integrated AMP listings into its mobile results. AMP is not a official factor for organic rankings, although indirectly it helps, as page speed plays a major role in ranking by google.

Helps publishers with more user engagement as the results loads super fast on mobile devices. Indirectly helps the user engagement and page speed will boost the seo value. Mobile news carousels are mostly AMP. Most publishers optimised and opted AMP already.