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ON-page SEO

    Check the following for all (important) web pages to improve pages to get a better ranking in Google.

    Page elements for SEO

    Install for that Screaming Frog SEO Spider. This gives you quick insight into the elements of your website. 

    • Does each page have a unique descriptive in the source code with the most important keywords at the front as much as possible?
    • Does each page have a unique <description> in the source code with the most important keywords at the front as much as possible?
    • Are the <MetaKeywords> empty as recommended nowadays?
    • Does each page have a visible page header that contains the main keyword of that page in <H1> format?
    • Have the most important keywords been incorporated into the content, especially at the top of the page, etc., and is this not exaggerated?
    • Are there sufficient descriptive text links to the page from other pages on the same website?
    • Have anchor texts, such as “click here..” or “read more..” been replaced with more descriptive texts that contain important keywords?
    • Are large chunks of text divided into paragraphs and subparagraphs?
    • Do the paragraphs have headings containing the most important keywords?
    • Have you checked the text using a spelling checker?
    • Has been implemented as much as possible on your site for company information, dates, people, etc?

    SEF URL’s 

    It is best if the website has a structure that is as flat as possible, because pages deeper in the structure are seen as less important. On the other hand, for large sites it is important to provide a pyramid-shaped structure, with main and submenu items.

    Keywords in the URL’s  

    The URLs resulting from the structure should be short but powerful. The URLs should also contain the most important keywords, because Google looks at the URL of pages.

    Duplicate content 

    Duplicate content occurs when two URLs point to 1 page. This results in halving the value that Google attributes to the pages. It is therefore important that you indicate what the canonical URL is or that we redirect the URLs to the most important URL using a 301 redirect.


    It is better not to put all pages in the XML sitemap. Unimportant pages such as “privacy statement” and “general terms and conditions” should not be included. Google only has a limited “craw budget”. This means that Google has limited time to index your website. In any case, that crawl budget must be spent on the most important pages. The sitemap indicates what the important pages are. In content management systems, sitemap extensions often create multiple sitemaps. Select only the important ones.


    It is better to set pages that do not really need to be found in Google to “noindex,follow”. Pages that do not have to be findable in Google are, for example:



    The website must have a 404 page in the same style as the rest of the website.
    Check the website occasionally for broken links with this tool:


    In this file you can indicate that certain URLs should not be indexed, such as the backend of a content management system.


    If you replace an existing website with a new website with a different structure, or if you change the URLs of pages, the existing URLs will disappear. Links from external sites and URLs indexed by Google will return a 404 error without measures, because the page no longer exists. That is of course not good for the user-friendliness of your website. Therefore, a 301 redirect must be placed on the server that points the old URLs to the new ones. In Google Search Console you can find the URL errors and if you have fixed the broken links, you can indicate that there.

    Preferred domain

    It is best if you choose 1 preferred URL and ensure that the others automatically point to it. For examplehttps://www. is your preferred URL, then the following should automatically switch to it when someone types it into the URL bar:

    • https://  
    • http:// 
    • http://www


    Images are important for search engine optimization. Many people search Google for images on the subject in question. If your image comes up and people click on it, they will go to your website. It is therefore important to give the images the correct file name. 


    Regarding the file name of the image, the following is important:

    • Use only lowercase letters, no uppercase letters.
    • Do not use spaces, but use the minus sign (-) between words.
    • Do not use strange characters in the file name such as: _&@:#*/.
    • The file name must be a keyword belonging to the page on which the image is located.
    • If 1 and the same image is used in multiple places, with different resolutions, for example 1 x large in the banner, 1 x normal in the text, 1 x small as a featured image, etc., add a suffix to the file name. This could also be an abbreviation or the number of pixels. This prevents us from using, for example, a banner image that is too large, while it could be a smaller image in terms of pixels.

    ALT tags

    When uploading, the images must have a good alt tag and title. That text is important for screen readers, for example. A screen reader converts web pages into speech for blind people. Google finds it very important that the web is accessible to everyone and therefore it is a ranking factor. The alt tag must be a key word of the page on which the image is located. 

    Format in terms of quality

    In order for the image to be indexed correctly, it is advisable to register an image sitemap in Google Search Console. Images should not be too large in terms of file size. Photoshop allows you to compress images. We reduce the quality a bit, which reduces the loading time of the page. There are useful plugins available for Wordpress that automatically optimize images for you, such as the Imagify plugin. Make sure you keep a backup of the original, unedited photos with high resolution and quality. You may need it again someday for printing, for example. 

    Format in terms of pixels

    The images must have exactly the right dimensions in pixels. So it is bad to upload an image that is much too large and then make it the correct size with HTML code. The image that is too large will then have to be downloaded and that is bad for loading speed of the page. You can assume a standard website width of 1150px on desktops. Full screen photos, such as full screen headers and background photos, may be approximately 2500px wide, so that they still show good on full screen and high definition screens. 

    Test your website

    You can use the following online tools to analyze your website for opportunities for improvement:

    To test the speed: (Create an account to test from your nearest location) 

    To also test other performance:

    Broken links? 

    Metatags, broken links, speed, etc.? 

    Structured data testing tool 

    Spelling checker 

    “Copy-paste” the texts in Microsoft Word and remove spelling errors from your website, if the text editor in the backend of your website does not have a good spelling checker.