How to help users and search engines better understand what's on your site.

SEO-friendly URL

<https://blog.example.com/subtopic/blog-post>

• Protocol: HTTPS, of course
• Subdomain: Ideally, avoid. (Domain authority issue)
• Domain: Memorable and easy to spell and pronounce
• TLD: Google claims it's not a ranking factor whether you have a .com. Local can help
• Subdirectory: Help structure the site and create a hierarchy
• Slug: Keep it short and sweet, and ideally containing keywords. Stop words are fine. Avoid numbers and dates. (There is a slight correlation between shorter slugs and ranking)

Title + H1 tag

<title>Your title</title>
<h1>Your headline</h1>

• The most important places to put keywords on your site
• Ideally, these should be the same or pretty close. Google shows your title in the search results for the most part, so if you put something totally different, Google might think that you are doing a "bait and switch".
• They can help with click-through rate (CTR) which is a ranking factor: if a keyword is in the title is more likely a person will click on it.

Published date/freshness

<div>
	Lorenzo published on
		<time datetime="2020-08-07">
			August 7, 2020
		</time>
</div>

• Use phrases that signal a publish date to Google
• Update content regularly when freshness appears to be a ranking factor for a query
• Don't be cute, be clear

Paragraphs