SEO is the process of making a website easier to understand by search engines and friendlier for users. The overall goal of SEO is to increase organic traffic from search engines by improving the positions the website appears in the SERPS for various search terms.
At the beginning (think early 2000), SEO was simple but over the years the whole SEO process has become complex.
When optimizing a website for search engines, you have to consider hundreds of rules to satisfy the various search engine ranking factors and at the same time keep your users happy.
To make it easier to handle, the SEO industry has come with different types of SEO. Each type is responsible for a number of SEO rules.
What is important to understand is that these subsets of SEO are not a different process, it’s just a way of breaking down a complicated process in several smaller processes that are easier to manage.
Create websites that load fast on both desktop and mobile devices.
On Page SEO has to do with the page itself and how to make it friendlier to search engines and users.
It should be noted that while search engines look at a website as a whole, ranking is performed on a page level basis.
That’s why it’s important to pay attention to the optimization of each and every page on your website.
The most important on-page SEO guidelines are:
Optimize your page titles. This is a critical SEO factor. Page titles are shown in the search results and should be interesting for users to click. The title of a page should also give search engine bots enough clues on what the page content is all about.
Optimize yourH1 Tag. While the page title is shown in the SERPS, the H1 tag is what is shown as the top heading of a page. An optimized page has only one H1 tag and usually it has the same values as the page title.
Optimize your headings. Besides the H1 tag a page needs to have sub headings (H2, H3) for the different sections. In case of long form content, subheadings make the page easier to read by users and scan by crawlers.
SEO for Images. Any images used on a page should be properly optimized, otherwise search engines cannot understand what they represent. Things like optimizing the filename, file size and ALT text are critical for image SEO.
Page formatting. Publishing a page with text and images without spending time to beautify the content is not a good SEO practice. Although Google cannot ‘see’ a page like a human, they have ways to understand how a page looks or if it’s full of ads and popups and this is taken into account during the ranking process.
Content SEO is a subset of on-page SEO. Content SEO is all about the quality of the content and how to make it better.
Because this is a very important SEO success factor, it is considered by many as one of the types of SEO. In many cases though, you can find content guidelines under on-page SEO, which is also a correct approach.
Publishing great content that users love and search engines can understand, is the winning combination.
To achieve this, you can follow these guidelines:
Start your content creation process with keyword research. Find the SEO keywords that are important for your website and incorporate them in your content.
Go one step further and look for long-tail keywords and semantically related (or LSI) keywords, and add them to your titles, headings and main content.
Publish content that is thorough and long enough so that users can get what they want and search engines to have enough clues to understand the context of your content.
Link out to other high-quality websites (if it makes sense) and to other pages of your website to help users learn more about a topic.
Make use of schemas and structured data to pinpoint to search engines important parts of your content.
Off Page SEO
Off-page SEO is all about promotion. While the previous SEO types concentrated more on the website infrastructure and content, off-page SEO has to do with techniques you can use to promote your website on the Internet.
Websites that are popular are more likely to rank higher on Google than less popular websites.
The most important off-page SEO methods are:
Link Building. Link building is the process of getting SEO backlinks from other websites.
These backlinks act as ‘votes of trust’ and increase the authority of the target website (provided that they don’t have the nofollow attribute attached to the link).
Brand Promotion. Google likes to rank known brands high in the results because people trust them.
Besides promoting your website to get backlinks, you should also work on promoting your brand and encourage conversations about it in the various social media networks and forums.
Google can pick up these signals and reward websites that people talk about.
Local SEO is a type of SEO suited for local businesses only.
In other words, if you have a website and your goal is to get clients visiting your local store, then you should optimize your website for local SEO.
Everything that is mentioned above is valid for Local SEO, with the addition of the following guidelines:
Make sure that you have your business name, address, contact details on all pages of your website.
Optimize ALL visual elements of your store (images, videos)
Add the necessary schemas (product, offers etc.)
Promote your store on social media networks
Think of creative ways to get people to link to your product pages
Start a blog and publish content related to your products and how they can help people solve a problem.
Recommended Reading: Check out our ecommerce SEO checklist to find out how to fully optimize your ecommerce website.
White Hat SEO vs Black Hat SEO
Is black hat SEO a type of SEO?
Some people consider ‘black hat SEO’ as being a type of SEO and this creates a confusion for beginners.
Black hat SEO is just a term that is used to describe any actions taken to trick search engine algorithms.
From time to time a lot of people come up with ideas on how to artificially create links to improve the rankings of a website on Google. These methods are against Google guidelines and should be avoided.
The only outcome from following black hat techniques is to lose your Google rankings and trust, get penalized by Google and diminish your chances of achieving any rankings in Google ever again.
All the methods described in the article are ‘White Hat SEO’ techniques and if you follow them correctly, you will eventually be able to rank high on search engines and get a portion of the search engine traffic.
SEO is one of the most powerful digital marketing tools for any type of website. An SEO optimized website enjoys high visibility in Search engines and improves the user experience.
To make it easier to handle, the SEO process is broken down into a number of sub-processes or types. The most important types are Technical SEO, On-Page SEO and Off-Page SEO.
Let’s start with a definition of what is a no follow link. A ‘no follow link’ is a link that points from one website to another but with having the rel=”nofollow” attribute. This special HTML tag, instructs search engines to ignore that link.
When we say ignore the link, it means that no link juice (or PageRank) will be passed from one website to the other. Since ‘no follow’ links do not pass PageRank they also don’t affect search engine rankings.
NoFollow Links (HTML View)
A normal user will not understand that they link is a no follow link. Links still work but during the crawling and indexing process, search engines will not follow the web page pointed by the link.
How to check if a link is dofollow or nofollow?
The easiest way to check if a link is a nofollow link is to view the HTML code of a web page and look for the “<a href” HTML tag. If you can find the attribute “rel=”nofollow” between the opening <a> and the closing </a>, then it means that the link is no follow.
Here is an example of a nofollow link:
<a href="https://www.example.com">rel="nofollow">This is a nofollow link </a>
If you cannot find it, then the link is a dofollow link. Here is an example:
<a href="https://www.example.com"> This is a follow link </a>
Important: You need to understand that there is no attribute for do follow links. All links are ‘do follow’ unless they have the nofollow attribute attached to the link properties.
Here are the steps to check any link using Google Chrome.
Open the webpage with the links
Right click anywhere on the page and select INSPECT or select VIEW > DEVEOPER > INSPECT ELEMENTS from the top menu.
Click the SELECT ELEMENT icon and highlight a link to view the HTML Code.
How to Check if a link is nofollow
How do you make a link nofollow?
You can make a link nofollow by adding the attribute rel=”nofollow” in between the opening and closing tag of the <a href> element.
If you are writing a blog post you can view the HTML code of a page, find the link and add the attribute as shown below.
How to make a link nofollow
To make site wide changes i.e. to add the nofollow attribute to all links found in the comments, you will need the help of a developer.
Pro Tip: On WordPress all links in the comments section are nofollow by default.
What is the difference between dofollow and nofollow links?
As already explained above, dofollow and nofollow links have 3 major differences:
DoFollow Links do NOT carry the rel=nofollow attribute
Nofollow links are ignored by search engine crawlers
Nofollow links do not pass any link juice and cannot affect the rankings of a website.
What is the role of nofollow links in SEO?
So far, you’ve learned what are nofollow links, how to find them and how to make them. You might be wondering, why should a webmaster care about nofollow links?
The answer is simple: Nofollow links do not pass any link juice or pagerank and thus they don’t help a website rank higher in the search engines results.
What is link juice? Link juice or link equity is the value and authority passed from one page to another. Nofollow links do not pass any link juice.
To understand this better, let me explain how the concept of links was born.
The founders of Google (Larry Page and Sergey Brin), came up with a system (that’s the initial Google algorithm) to rank websites based on their importance.
They assumed that important websites are likely to have more backlinks from other websites, than less important websites.
Links were perceived as a ‘vote of trust’ of one website to the other.
Over the years, Google realized that this model could easily be manipulated by black hat SEOs.
People could build hundreds of links by publishing content on article directories, forums, ads and rank higher on Google.
These links were not ‘votes of trust’ but were artificially created for the sole purpose of increasing link count.
To solve this problem, they did three things.
First, they changed their algorithms to value links differently
Second, they started punishing websites that had a lot of outgoing links
Third, they introduced the ‘nofollow’ attribute.
In addition, they also instructed webmasters to add the ‘nofollow’ attribute to all outgoing links they don’t trust.
A great example of this is links in the comments which are nofollow by default on all major platforms and CMS.
Another example is links in social media networks such as Facebook, Twitter, Pinterest and LinkedIn, these are nofollow links too.
Are nofollow links useless for SEO?
So, if nofollow links don’t pass any PageRank, does this mean they are useless?
Google says that “we generally don’t follow nofollow links”, which leaves a door open to assume that sometimes they do follow them.
Nevertheless, even if nofollow links do not act as votes of trust, they are still useful for SEO.
For example, if you get an article published on Forbes, Entrepreneur or Inc, the links will be nofollow but it’s still an important link to have.
Not only it can potentially drive traffic to your website but it’s also good for branding.
“Brand Mentions” and people talking about a brand is a factor that Google takes into account, so nofollow links from trusted sources, do have a value.
When you should nofollow a link?
As a webmaster or SEO Professional, you are responsible for your site’s overall SEO health.
This means that you should make sure that it does not violate any Google guidelines and the way you deal with either incoming or outgoing links is part of it.
You are not allowed to sell links or participate in link exchanges or accept paid posts that include ‘dofollow’ links.
Also, having a lot of outgoing links on a webpage is not normal and Google might penalize you for doing so.
In general, you should link out to only websites that you trust. If you have to link to a website and you are not 100% sure about its quality and authority then to be on the safe site nofollow the link.
Here are two examples to understand this better:
Example 1: You are writing an article on SEO and you want to link to a related study. Link can be dofollow since you know that it’s from a trusted source.
Example 2: You are writing an article on SEO and you add a link to a download site (for your users to download an app or Chrome extension). Since you don’t trust the site 100% (download sites cannot easily be trusted), to be safe, you can nofollow the link.
Finally as mentioned above, any links in comments or other user-generated areas should also be nofollow.
In general no, you shouldn’t add the nofollow tag to any internal links i.e. links on your website that points to pages within your domain.
The only valid exception is for crawl prioritization but you rarely have to do this. If for example you have pages that are not publicly available on the Internet (i.e. login or password protected pages), then you can add the nofollow tag to any internal links pointing to those pages, to optimize your crawl budget.
Of course, a better way would be to block access to those pages in your robots.txt.
Important Note: Even if a link is nofollow, that does NOT mean that Google will not index the target page. Google will still index the target page but it will not take into account the link value.
How to analyze your link profile and find nofollow links?
As explained above, for ranking purposes you need SEO backlinks i.e. links that point to your website from trusted sites and do not carry the nofollow tag.
Google Search Console Links Report (includes all links)
The LINKS report is Google Search Console lists ALL LINKS that Google knows about, and does not differentiate between follow and nofollow links.
While it’s a useful report, it cannot help you distinguish between follow and nofollow so we need the help of specialized tools.
SEMRUSH Backlink Report
How to find NoFollow Links using SEMRUSH
One of my favorite tools for link profile analysis is SEMRUSH. Among other things you can use semrush to analyze your link profile (or the link profile of any website) and find which links are dofollow and nofollow.
SEO web design is the process of creating websites that search engines can crawl, index and understand.
Search engine crawlers cannot ‘read’ and ‘interact’ with a website like a human. Instead they access a website’s HTML code and look for signals to help them understand the structure of a website and the meaning of the content.
Why Is SEO Friendly Web Design Important?
Following SEO friendly design practices is important because you want a website that keeps both users and search engines happy.
If search engines cannot figure out what a website is about, then this will have a negative impact on your traffic and search engine rankings.
SEO Friendly Web Design Principles
Let’s see how you can design websites that can satisfy both users and search engines.
Important Note: SEO web design is not about how your website looks or what colors you use. This is subjective and not something that Google cares about. What is important is how a website is structured and how well it can provide the right signals to satisfy the various search engine ranking factors.
SEO web design is about creating websites that both users and search engines love. Don’t spend all your time on the visual aspect of a website but give more attention to the user experience and usability.
A website that looks great on desktop but is too slow on mobile will not help you get organic traffic and rankings.
What users (and search engines) want today are websites that are fast, secure and mobile friendly.
Test your website thoroughly and analyze the user behavior using different tools and make informed decisions on how to improve your design, structure and content.
How long should a blog post be for maximum SEO? What is the optimal blog post length for SEO? How many words should you write in a blog post so that it gets better rankings?
These are questions that I get very often in the comments and in this post, I will help you understand how many words to make your blog posts.
The ideal blog post length
How long should a blog post be? Various research studies over the last 10 years concluded that long form content tends to rank higher in Search results compared to short form content. Although, the number of words varies per niche, the ideal blog post length is between 1000 and 2000 words.
Factors that you need to consider before deciding how long to make your blog posts are:
1. Type of post
The length of a blog post depends on its type.
If you are running a news blog, then the length of the post depends on the available information you have, related to the story you are covering.
People reading news don’t like to read unnecessary information just because you want to make your blog posts longer, but they need to get the ‘facts’ and this is what your focus should be.
So, in this case the length of a post depends on the ‘source’.
If on the other hand, you are reviewing a new smartphone, then in this case you should try and provide as much meaningful information as possible.
Notice here the word ‘meaningful’ which means that you shouldn’t sacrifice the blog post quality for length.
In other words, while you want to have many words in your blog, don’t repeat yourself or provide information that is not relevant with your topic as this will decrease the overall quality of your content.
In addition to the type, you should not forget the purpose of a post.
There are cases where the objective of a blog post is fulfilled with less words.
For example, a classified ad has the purpose of presenting a product or service in only a few sentences, so in this case the purpose of a post defines the length as well.
2. What does Google want?
The first step I take before writing a new blog post is to search Google for my title (or focus SEO keywords) and quickly analyze the type and length of blog posts that are in the first page of the search results.
This is an easy and quick way to find out what Google likes about a particular topic.
For example, before writing the blog post you are reading now, I did my research and found out that the number of words for the first 5 results on Google are:
Position 1: 640 words
Position 2: 2216 words
Position 3: 4000 words
Position 4: 2246 words
Position 5: 959 words
As you can see the range is very big, from 640 words to 4000 words! But 3 out of the 5 entries have 2000+ words.
This tells me that Google likes long form content for this search term but it all comes down to the quality of the content and domain authority.
Websites ranking in position 1 and 5 are high authority domains so they have an advantage over the other three domains.
It’s a fact that high authority websites can rank higher and without too much effort compared to websites with a not so high Google trust.
Important Note: To make sure that everybody is on the same line: it does not mean that if I publish a blog post that is 2000+ words, it will rank in the first positions of Google. There are many other SEO factors that play a role in rankings, the above test is just an indication of what Google likes in terms of word length for the particular topic and nothing else.
You can follow the above technique for all types of blog posts and get an idea of what your competitors are publishing and what Google prefers to show in their top positions for that topic.
In a recent document published by Google, known as the Search Quality Evaluator Guidelines, it talks about content length and although it does not specify a word count, it does mention the phrase, a satisfying amount of high quality content.
Google Guidelines on the amount of Content a high quality page has
In particular it states the following: “High quality information pages should be factually accurate, clearly written, and comprehensive. The amount of content necessary for the page to be satisfying depends on the topic and purpose of the page. A high-quality page on a broad topic with a lot of available information will have more content than a high quality page on a narrower topic.”
3. Blog Post Length – Research Studies
If you search Google for studies related to how many words a blog post should be, you will find three important sources.
A study by Ahrefs found a strong relationship between content length and ranking position. Longer content tends to rank higher in the SERPS. The number of words (media) for the 1st position of Google was 750 words.
Ahrefs Blog Post Length Study
SEMRUSH’s study found similar results and also revealed two more important points:
Pages that rank higher in the results have more content than lower ranking pages
Pages that rank for high volume / popular keywords have 150% more content that low volume keywords.
When running contextual ads (for example AdSense), you can maximize your earnings because the ads will be more relevant and you will have ‘more space’ to show your ad units without making your website full of ads.
Long, unique and valuable content is the real asset of a website which also increases the selling price of a website or blog. If you are planning on selling your website at some point then having long articles will get you more money because they are not easy to produce.
It’s a way to differentiate your blog from the rest. If the majority of the blogs in your niche publish short to medium content and you can publish good longer content, over time you will gain an advantage in SEO.
Last but not least, let’s not forget that blog posts that are explaining a topic in detail will keep your users happy and they will come back for more valuable content.
Long content is more difficult to create, what should I do?
I know from experience that is much more difficult to create long content and at the same time maintain your publishing schedule so here are some tips to consider:
Before committing to a publishing schedule make sure that you have some posts ready in advance. If you decide to go with 3 articles per week then make sure that you prepare at least 6 posts finished before start publishing. This will give you enough time to catch up and keep to a schedule.
Decide on your post titles in advance. When working on a schedule you should spend most of your time in producing the content than researching and thinking of the titles to use. Spend some time in advance and create the article titles you will need for the whole month.
When creating long posts, it is easier to break the post into several parts, each part with its own heading, rather than having one big post with no sections. It is easier for both the writer and the reader.
Make long blog posts easier to read by adding lists (where applicable), making short paragraphs and giving special attention to the formatting of the text.
What is your take on the optimum word length of a blog post, do you agree with the research findings and my recommendations?
Let’s start with a couple of popular questions people ask about search engine rankings.
What do we mean by Search Engine Ranking Factors? SEO ranking factors are rules used by search engines during the ranking process to decide which pages to show in the search engine results pages (SERPS) and in what order.
Why is it important to know about the different SEO ranking factors? The answer is simple. If you want your website to rank high in search engine’s organic results and get traffic, you need to make sure that you adhere to these rules.
Google ranking factors change all the time, how do I keep up with the changes? It is true that search engines, especially Google, are making a lot of changes to their ranking algorithms per year. Their goal is to improve the quality of their search results and keep their users happy.
Nevertheless, there are some ranking signals that are the foundation of Search Engine Optimization for years now. Google might be using more than 200 ranking factors in their algorithm but not all factors are equal.
Most Important Search Engine Ranking Factors
Here is a list of the 10 most important ranking factors you should care about.
A Website Optimized for Technical SEO
Website Security (HTTPS)
Webpage Speed (both Desktop and Mobile)
On-Page SEO Ranking Factors
Links from Trusted Websites
1. A Website Optimized for Technical SEO
This is coming first in the list and for a reason. If search engines cannot access your website properly, then you shouldn’t expect much in terms of rankings.
During the discovery stage, they find all publicly available web pages. Then during crawling they extract the information they need and add it to their index so that it can be used by the ranking algorithms during the ranking process.
How Search Engines Work
It’s your job to ensure that during this process, search engine bots can access your website without any blockings and that you assist them in completing this task as fast as possible.
Next in the list is domain authority, a very important ranking factor.
Search engines want to show the best possible web sites in their results and one of the factors they use in deciding, is the authority of a domain.
The authority of a domain is determined by:
Domain age: Older domains tend to rank higher than newer domains. The average age of a page on the top results of Google is 3 years.
Age of Pages and Google Rankings
This does not mean that new websites cannot achieve high ranking but it is more difficult and it will take more time than established websites.
Domain status: A domain to be eligible to rank, it has to be free of Google penalties.
If you’ve owned your domain from the beginning then this is not something you should worry about. If you bought a domain that was already registered, you need to check that it’s free of Google penalties.
6. Content Quality
The quality of the content you publish on your website is by far the most important SEO ranking factor of all.
When we talk about content that is published online, quality is measured using these three factors:
Expertise – Authority – Trustworthiness (EAT)
First in the list is uniqueness. Any piece of content that is published on your website has to be unique and not a duplicate of what is already available on other websites.
This means that re-publishing an article from Forbes because you found it interesting (even if you properly cited the source), won’t help your website rank.
Google knowns that the particular article first appeared on Forbes and it will just ignore yours.
It won’t punish your website for this but it won’t reward it either. But, if you keep publishing duplicate content and have no unique content of your own, this will reduce your ‘Google Trust’ and make it very difficult to rank on Google.
Search engines don’t want to show untrusted content in their search results. During the ranking phase they look for signals to help them identify content written by ‘experts’ who have ‘authority’ and ‘trustworthiness’.
This is not a new concept but Google raised its importance by adding it in the Google’s Quality Raters Guidelines.
It particularly states that E-A-T is applicable for all types of websites and it gives some examples of how E-A-T can be applied in practice.
Importance of Expertise, Authority and Trustworthiness for Rankings.
What you should do to improve E-A-T is the following:
Make sure that each page has an author. You can add the author bio at the bottom of each page with a link to the full author bio.
Make sure that your ‘About’ page explains who you are and why your company and authors are experts on the topics.
Showcase any awards or mentions from trusted websites that can prove your authority.
Invest in promoting your personal brand and the reputation of your authors.
Make sure that your website is secure
Try to get good reviews published in other trusted sources. Depending on your niche you may seek reviews in Google My Business, Yelp, Trustpilot, BBB etc.
If applicable try to get a Wikipedia page for your website and authors
Get mentions on authoritative sites like major news publications, big forums, leading industry websites.
This is achieved by sending them the right signals through your content and in particular:
Does your page title match what the user is searching?
The page title is the most important on page SEO factor. This is what users see in the search results and it is one of the elements used by search engines to get a very good idea of what a page is all about.
To optimize your titles for both users and search engines, you need to ensure that they include SEO keywords.
Example of an Optimized Page Title
SEO Keywords are the exact phrases users type in the search box. By including keywords in your title, search engines can associate your content with specific search queries and this increases your chances of ranking for those terms.
It also encourages users to click on your search snippet since it closely matches what they are looking for.
You probably already know that keywords are important for SEO but what do we actually mean when we talk about SEO keywords? How can you find the right keywords for your website and more importantly, how to use those keywords in your content and maximize your SEO?
These are some of the questions I will answer in this post.
Let’s start with a definition. SEO Keywords are words or phrases (search terms) that people use when searching for information through a search engine.
By adding those keywords in your content, you increase your chances of appearing in the search results for those terms.
SEO Keywords make it easier for search engines to understand what your content is all about and help users find the information they need.
Why are keywords important?
As you might have already guessed, keywords are very important for SEO.
Without using the right SEO keywords in your content, search engines have a hard time understanding the meaning of your content. And this diminishes your chances of getting organic traffic to your website.
During the crawling and indexing phase, search engine crawlers visit a webpage. They extract the information they need and add it to their index. They use this information later during the ‘matching’ process (also referred to as the ranking process).
Part of the information they extract is the keywords a web page is associated with.
If during this process your website is associated with the wrong keywords, then you have no chances of appearing high in the results for the keywords that matter for your website.
Let me give you an example to understand this better.
Let’s say you want to rank for [electric bicycles]. You create a page and showcase your products (product name, images of the products, etc.).
Unless you mention on the page that they are electric, Google will most probably associate your page with bicycles and this not what you want.
What you should do instead is to find out which keywords people use as search terms when they look for electric bicycles and make sure that these keywords are part of your content.
Different types of SEO keywords
Keywords are classified in two categories: head keywords and long tail keywords.
Head keywords (also known as seed keywords) usually consist of one or two words and have a high search volume.
Long tail keywords consist of more words, have less search volume compared to head keywords but make up 70% of all searches.
Long Tail Keywords – Search Curve
What is important to understand at this point is that head keywords may have more search volume but they are also highly competitive.
This means that thousands of websites are competing for one of the top positions in the SERPS and this makes it almost impossible for new websites (or small businesses) to rank for these terms.
The solution is to focus on long-tail keywords.
They have less search volume but with the right SEO plan, it is possible to rank in the top positions of Google and get targeted organic traffic to your website.
How to choose keywords for SEO
Let’s see how to choose the “right” SEO keywords to use in your content.
Images are important for SEO. A recent study that analyzed in detail 1 million Google search results concluded that web pages with at least one image had better rankings than content with no images.
In this Image SEO Guide, you will learn how to SEO your images for greater visibility in Search Engines.
Besides their SEO value, images and other media elements (videos, audio) are vital to your content’s success for a number of other reasons.
SEO Benefits from using images in your content
They make your content more interesting and this means visitors are more likely to actually read your article. It is not a surprise that content with relevant images gets 94% more views than content with out.
Your readers are more likely to share a page with image(s) in social media and the shared post has more changes of getting more social media attention than plain text posts. According to a recent study by Buffer, posts with images get 150% more retweets.
They make it easier for you (the writer), to explain a concept or make a point stronger.
It’s another easy way to enforce your SEO by giving search engines the right signals on what your content is about through images.
Your images can rank higher in Google Image Search and get more traffic to your website.
How to Optimize Your Images for Search Engines
There are several elements to SEO optimize when using images in your content. Let’s see below how to best optimize your images.
1. Optimize the Image Filename
The name of the image is the first thing to check, before even uploading to your website.
Image Filenames should be informative and accurately describe the image.
When you purchase an image, or take a photo using your phone, they usually have names like DC0001IMG.jpg (or similar) that do not make any sense.
Instead, you should rename your image to a more meaningful name i.e. “nexus-6p-rear-view.jpg” or “link-building-guidelines.png”.
In other words, the filename should describe the image in the least number of words possible.
2. Optimize the Image file size
As a general rule of thumb the smaller the image size is (in bytes) the better.
Large images take longer to load and this can negatively impact the user experience especially for mobile users.
A good practice is to use image optimization tools that can reduce the file size of an image without losing quality.
For all the images I use in my posts, I first open them in Pixelmator (similar to Photoshop), resize them and then export them in png or jpg.
Before uploading to my website, I optimize their file size with imageoptim. This reduces the file size without affecting the quality.
Besides imageoptim another great tool to use is image compressor (available online).
3. Use Responsive images
Since version 4.4, there is native support for responsive images in WordPress.
This means that when you upload an image to your pages or posts, WordPress will create a number of smaller images in different sizes and will automatically fetch those to users depending on the device they are using.
If you are not on WordPress, you can implement responsive images using CSS. This guide can help you get started.
Here is an example of how responsive images work:
You upload a big image (1000×600) to your post. The file size of the image is 100KB. When users on mobile view your page, they won’t have to download this image and waste their bandwidth but WordPress will automatically show users an image that is 320×200 in size and only 15KB.
The result is less bandwidth and faster loading speeds.
4. Optimize the Image Alt Text
Alt text is the most important element for image SEO.
Search engine crawlers are not so good in understanding what an image is about and although they are getting better year by year on image recognition, they still need the help of the ALT Text.
Why is ALT Text important?
Alt text is used to describe the contents of an image to bots and also as a guide for people that are visually impaired and cannot actually see the image.
When writing ALT text of your images have the following in mind:
Don’t use dashes in your alt text. Write normally and try to describe in a few words what the image is about.
Use keywords that are relevant to the content of the page but don’t overdo it.
Keep your alt text short and to the point
Some people (including me) tend to use the post title as the alt text of the featured image and although this is not the most efficient way, it is acceptable and a common practice.
See below what Google an example given by Google about the use of ALT TEXT.
Image SEO Alt Text Example
5. Optimize the Image Caption and Title
Besides the ALT text, search engines can use the image title and caption to better understand the subject matter of your image, so it is necessary to provide them with these values.
6. Optimize Image Placement
You can position your images anywhere you want in the page but if you want a particular image to be taken into account by search engines as an important image of your content (may it’s a custom image you did that is unique, original and useful), then you need to add it closer to the top with the relevant alt text, image title and caption.
7. Don’t add Important Text Inside an Image
Avoid having text in an image that is important for users to read. Embed text is hard to read by both search engines and users. To describe an image to users use the caption and to search engines use the ALT Text.
8. Add Structured Data (Image Schema)
Schemas help search engines understand the content of a page better. In case of images, you can implement the image schema by adding the relevant structured data markup on your pages.
Google can then display your images as rich results and drive more traffic to your website.
Open graph is a protocol introduced by Facebook. The concept is similar to schema markup where you use tags to help crawlers identify the important parts of your content and their meaning.
Open graph tags allow you to specify which image Facebook (and other social networks) will use when users click the SHARE or LIKE buttons from your website.
When you have a page with more than one images, you can use the og:image tags to tell FB which image to use.
The best way to add open graph protocol support to your WordPress website is to install the Yoast SEO Plugin.
10. Use an Image Sitemap
I have explained the importance of having an optimized XML sitemap in a previous post, for Image SEO purposes you can further enrich your sitemap to provide information about your images or use a dedicated image sitemap.
If you choose to include images in your existing sitemap, you can use the example below as guide:
Image Sitemap Example
If you use Yoast SEO to generate the XML sitemap, images are already included so you don’t need a separate sitemap for images.
11. Avoid having images and no text
Don’t forget that search engines cannot read the text if it is embedded in an image so for maximum SEO avoid having pages full of images and no text.
Image SEO Checklist
Here is your image SEO checklist:
Optimize the image Filename
Optimize the image file size
Use responsive images
Optimize the image alt text
Optimize the image caption and title
Optimize Image Placement
Don’t add important text inside an image
Add structured data (Image Schema)
Add Open graph meta tags
Use an image sitemap
Avoid having images and no text
Images are important from an SEO perceptive and are also vital for making your content more interesting and readable.
From my experience, many people don’t do any SEO optimization when using images in their content and this an SEO mistake that has to be avoided..
Image SEO Best Practices
As you have read above, image SEO is a straightforward task. You reduce the file size as much as possible, give it a meaningful file name, provide for an ALT text, write a title and caption and add it to your sitemap.
It’s not a time consuming task and the benefits are much more than the extra time it takes to do it.
Without having Google Analytics installed on your website it’s like driving with your eyes closed.
Analytics will tell you many things about your website including:
How much traffic you receive and from where
What pages they visit and how long they spend on each page
Which pages they visit before they exit
Which buttons get more clicks and what they do next
Which portion of your traffic converts (performs an action that you want them to do)
How many users are on mobile, tablets or desktops
Where your users are located (countries) and what software they use to browse your website
These are just a few questions that analytics’ reports can answer.
More advanced users can take it a step further and do customer segmentation, run experiments and a bunch of other things that the powerful Analytics platform provides to marketers.
The purpose of this post is not to cover all Google Analytics features but to explain how to use the provided data to come up with actions that can improve your SEO.
Before getting into the details, it’s worth mentioning that Analytics is a product of Google and it is free to use on any website or mobile application.
How to Install Google Analytics on Your Website
There are a couple of ways to install Google Analytics on your website but the first step is to create an account and register your website with Analytics.
Go to Google Analytics and click the “Start for Free” button on the top right corner.
Follow the on-screen instructions and then setup a property. A property is the website you will use to add the analytics code.
Next, you will be presented with your tracking id and code. This is the code that you need to add to your website.
Where to add your analytics tracking code?
The code should be placed in the <head></head> of each and every page on your website.
Most modern CMS, have this option built-in so the only thing you have to do is to copy/paste the code into the appropriate section.
If you are on WordPress there are many plugins to help you like Monster insights.
Basic Google Analytics Settings
Now that you have Analytics running on your website, the next thing to do before digging into the reports, is to make the following changes.
Set the Reporting time, currency and bot filtering
Go to ADMIN > VIEW> VIEW SETTINGS and check that your time zone is correct.
Select the correct currency (this is useful if you have an ecommerce website) and also check the BOT FILTERING box to EXCLUDE ALL HITS FROM KNOWN BOTS AND SPIDERS.
Google Analytics Basic Settings
This will eliminate ‘data noise’ from your reports as it will not count any visits from search engines or other crawlers.
Associate Google Analytics with Google Search Console
Google allows you to associate your Google Analytics account with your Search Console account. This is very useful since you can see analytics data in search console and vice versa.
Login to your Google Search Console account and click “Go to the Old Version”, from the bottom left corner. You need to do this since this feature is not yet available to the new Google Search Console.
Select your website from the list and click the SETTINGS icon (top right) and select Google Analytics Property.
Select which website to associate to the console account and click SAVE.
How to Improve SEO with Google Analytics
One of the main reasons to use Google Analytics is to analyze your traffic and make decisions that can potentially improve your website’s ranking position in Search Engines.
Google Analytics reports can give you answers to the following questions. In each answer you will also learn how this report can help you with SEO.
How much SEO traffic do I get from Search Engines?
Which are my most popular and least popular pages?
Which pages do people see first (landing pages) when they visit my site?
Which pages are the Exit pages of my website?
How much traffic is coming from Mobile?
Where are my users located?
How many people are currently viewing my website and which pages?
What do users type in my website’s search box?
Is my website under a Google Penalty and when did this happen?
How much SEO traffic do I get from Search Engines.
One of the metrics you need to check regularly is how much traffic you receive from search engines and in particular Google.
You can find the answer in the ALL TRAFFIC reports.
As a first step select ACQUISITION > ALL TRAFFIC > CHANNELS and set the date range from the top right date dropdown.
What this report shows is a summary of all the sources that brought traffic to your website.
To visually see the contribution of organic traffic to total traffic, check the box next to organic traffic and click PLOT ROWS.
To drill down further and see from where exactly your traffic is coming from, select SOURCE / MEDIUM from the left menu.
Next click on “Google / Organic”. This is how much traffic you received from Google Organic Search for the specified period.
Organic Traffic Report in Google Analytics
Why is this report important for SEO?
You can use it to track on a daily basis how much traffic you receive from the various search engines and monitor your performance over time.
If you notice any big drops traffic it means that you lost part of your rankings and you can do a deeper investigation to find out the reasons and exact keywords / pages.
Which are my most popular and least popular pages?
Another useful metric that can help you improve your SEO is knowing which pages on your website get the most visits.
You can view this by selecting BEHAVIOR > SITE CONTENT > ALL PAGES.
Besides seeing the page views that each page gets, you can also see the time they spend on your website, the bounce rate and the percentage of users that exit your website after viewing the particular page.
All Pages and Landing Page Report
Which pages do people see first (landing pages) when they visit my site?
To take it a step further, you can also click LANDING PAGES and see which pages they view the first time they land on your website and compare these with the most popular pages.
Why is this report important for SEO?
This can give you a clue as to which pages users like to visit more and maybe add them in your sidebar or make them as ‘sticky posts’ on your homepage.
Making it easy for users to visit your most popular pages as this will increase the time they spend on your website and this has a number of other benefits.
One of the columns in the report shows the bounce rate. Bounce rate is a percentage that shows how many people left your website without visiting a second page.
The lower the value of the bounce rate the better.
You need to identify which pages have a high percentage, and take action to reduce the bounce rate and help users visits more pages from your website before they leave.
Which pages are the Exit pages of my website?
An equally important report is also the EXIT PAGES report, that shows the last page of the website they visited before they leave.
Exit Pages Report
Why is this report important for SEO?
Pages with a high exit percentage can be revised by changing their layout or making the content more interesting.
It is important that before you do any changes to keep track of the values before and after so that you can identify if the changes are improving your website or not.
How much traffic is coming from Mobile?
Nowadays everybody is talking about the importance of having a mobile friendly website.
Statistics show that more users are navigating the web using their smartphones than desktop computers.
To get an idea if this trend is also true for your website, you can view the Mobile traffic report which is under AUDIENCE > MOBILE > OVERVIEW.
Mobile Traffic Overview Report
What you see in this report is your traffic broken down into 3 categories: mobile, desktop and tablet.
Why is this report important for SEO?
Depending on the results you can take several actions.
For example, if you have a high number of visitors coming from mobile devices, you can review your mobile pages and make sure that they load fast, adhere to Google mobile guidelines but also have your ‘call to action’ buttons in prominent positions.
This is a common mistake that many webmasters make. They optimize their ‘call to actions’ for desktop users but as the website grows in traffic the majority of users are coming from mobile and their conversions rates go down because their mobile websites are not optimized for conversions.
The best way to handle mobile traffic is to have a responsive website and while this is true, this does not mean that you should rest just because your website is responsive.
You have to study the numbers and change your responsive website in such a way so that conversions on mobile are equal (or more) to desktop.
Where are my users located?
Another report that can help you provide the right content to your visitors is the location report found under AUDIENCE > GEO > LOCATION.
Geo Location Report
If you get a decent amount of traffic already, you will be surprised from how many countries you get visitors. This is a report that always fascinates me since although in a small scale, it shows the power of the Internet and how it can connect people around the World.
Why is this report important for SEO?
You can see from where your visitors are coming and try to provide them with content tailored to them.
For example, if you have an ecommerce store selling Worldwide and you notice that a lot of your visitors are coming from the UK then you can display your product prices in their currency (GBP) or if you get many visits from Germany, you can consider having a German version of your website so that they can understand and interact with your content easier.
How many people are currently viewing my website and which pages?
How many visits are currently on your website and which pages do they visit? The answer can be found in the REAL TIME report (REAL TIME > OVERVIEW).
Spend a few moments per day (in different times) and watch what is happening on your website. From where do the visits come, what did they search to find the website, which pages are they viewing, how much time they spend before leaving etc.
Real Time Overview Report
Having this real time view can sometimes help you think outside the box and find ways to improve your website.
What do users type in my website’s search box?
If you have a SEARCH BOX on your website, you can use Google Analytics to find out what users type in the search box and which webpages they visit.
First you need to enable Search Box Tracking by going to VIEW SETTINGS and then
You can view the SEARCH TERMS report under BEHAVIOR > SITE SEARCH > SEARCH TERMS.
Why is this report important for SEO?
For many reasons. First, you can find out if the search box is something that your users actually use, if not you can remove it.
Second, you can see the actual search terms they use and make sure that you have pages on your website for those search terms.
Third, you can use the ‘search terms’ and make your content ‘user-friendlier’ by adding those terms in your pages. This will help users understand that they are viewing the correct page.
Is my website under a Google Penalty and when did this happen?
Google is making hundreds of changes to their ranking algorithm per year and at some point, your website may be positively or negatively affected.
To find out if you are under a Google penalty and when this happened and why, you need to view the Google organic traffic report.
Select your website from the Google analytics dashboard and then go to ACQUISITION > ALL TRAFFIC > Source / Medium.
From the list select GOOGLE / ORGANIC. What you see now in the report is the number of visits you get from Google search.
Use the date dropdown and select and long period of time and notice if there are any sudden changes to your traffic.
Next, go to this page that shows all major dates that Google deployed changes to their ranking algorithm and see if there is a coloration between the dates the algorithm was deployed and changes in your traffic.
Why is this report important for SEO?
If you are affected by a penalty, you need to do your research and find out what caused the penalty and take recovery actions.
‘Goals’ is one of the most useful functions of Google Analytics since they can help you figure out how to funnel your traffic to the most important parts of your website.
Every website should have goals i.e. a purpose. Typical examples:
You want users to visit a particular page
You want users to sign up to your newsletter
You are selling a product or service
You want users to enter their contact information into a form (leads)
You want users to contact you
You want users to download your mobile app
By creating the above as ‘Goals’ in Analytics you will be able to:
Understand the traffic sources that generate more conversions
Understand the path users follow before converting
Understand how to improve the conversion process by identifying the pages (or steps) that makes users abandon an action (typical example is a confusing shopping cart that keeps users from making a purchase).
These are only a few examples of Goals, depending on the type of website you can come up with more goals that are aligned with your SEO strategy.
How to setup a goal in Google Analytics
Google has a detailed guide about goal setting and it is recommended that you take some time to read it carefully.
It is important that you understand the different types of Goals, how they work and how to configure them.
I will show you below a real example on how to set up one of the most common goals, ‘submit contact form’.
One of the goals of my business website is to get leads for new potential customers that are in search of monthly SEO services.
I have a page on the website that describes our SEO services and a contact form for interested customers to get in touch with us.
When a customer submits a contact form they get to a ‘Thank you page’.
By setting up the ‘Thank you’ page as a destination goal in Analytics, I can see which traffic sources generate more conversions and I can use this data to allocate my time and budget on what is more profitable for my business.
For example, if I get more conversions from users coming from Google search then I will invest more time on blogging, if I get them from Facebook, I will spend more time on FB and so on.
The above is a typical scenario applicable for many websites and online businesses.
While logged in to Analytics click the ADMIN tab and under VIEW click GOALS.
Wouldn’t be nice if you could rank at position zero in Google? Is this even possible? The answer is yes and that’s through ‘Google Featured Snippets’.
In this post you will learn what is a featured snippet, how to optimize your content so that it’s eligible to show in Google’s featured snippet box and how to check if your website already has a featured snippet entry.
What is a Google featured snippet?
A ‘featured snippet box’ is a relatively new feature introduced by Google to help the searcher find answers faster without having to visit any website. Or at least to get an idea of a possible answer and then visit the website for more information.
Featured Snippets are used in many cases, especially when there is one direct answer for a question or a set of steps to follow.
Featured snippets are also available on mobile and they come in different formats and styles.
It is obvious from the above screenshot that websites appearing in the featured snippet box have a big advantage over the other websites present in the first page of the SERPS, in terms of CTR (Click Through Rate).
A large percentage of users will click the featured snippet and not scroll down to the rest of the results.
What is more interesting though is that Google may show a website in a featured snippet box, even if it is less ‘powerful’ than other websites.
To understand what I mean, search Google for “off page SEO”.
You will see that the featured snippet is occupied by reliablesoft.net although it is not as strong and big as moz.com or neilpatel.com
How to find out if your website ranks for featured snippets?
The first thing to do before start thinking how you can take advantage of featured snippets is to check if your website has any rankings at position 0.
There are 2 ways to do this, the first is the ‘manual way’, by checking your Google Search Console reports and the second way is through a tool (SEM Rush).
Google Search Console (Search Results Report)
Although this method is manual and a bit time consuming since it requires digging into your search results report, it can still help you discover any featured snippet rankings.
Login to your Google Search Console and find ‘Search Results Report’ located under Performance.
Make sure you check ‘clicks’, ‘CTR’ and ‘Position’ from the top menu and view the data for a 90-day period.
Sort by ‘Position’ and study the clicks and CTR.
Search terms that are candidates for featured snippets are those that rank in positions 1-5 in Google and have a high CTR.
Open a new browser window, go to Google and search for those queries and see if it shows a featured snippet for your pages.
As mentioned above, if you find this method time consuming, then go with the second option.
Tracking featured snippets through SEM Rush
SEM Rush recently added a feature for showing how a domain ranks for various SERP Features, one of them being Google Featured snippets.
Use the ADVANCED FILTERS to show only FEATURED SNIPPET in the results.
Tracking Featured Snippets with SEMRUSH
To confirm that the results are valid, open a new browser window, navigate to Google and search for the particular keyword(s).
Note: You can also use this function to check a competitor’s domain and not just your own.
How to rank in Google’s Featured Snippet
Before getting into how you can optimize your content for Google’s featured snippet box, it should be made clear from the beginning that even if you follow the guidelines below, it’s not 100% certain that you will get a featured snippet entry.
As in other things in SEO, by optimizing your content for particular features, you increase your chances but that’s not a guarantee.
Nevertheless, the benefits of ranking at position zero are a lot, so this is definitely something worth a try.
1. Summarize the answer of a question (or query) in one paragraph
After analyzing the examples from my website, I concluded that Google picks a paragraph of text (or parts of it) from the page content, that summarizes the answer.
It doesn’t have to be the first paragraph of text but it should be high enough in the page.
Don’t forget that Google always considers that the important parts of a page are positioned higher in the content, towards the top.
I also studied examples of featured snippets from other websites and it looks like Google follows this pattern i.e. ‘picking’ a paragraph of text that provides a direct answer to a question or definition.
Check for example the following by searching Google for: ‘on-page seo’, ‘link building’, ‘content marketing’.
If you compare the results, you will notice that it’s like answering a quiz (remember your high school great times) by providing an answer to a question in a couple of lines.
2. Achieve a first page ranking
In order to be eligible to show in a featured snippet you need to rank on the first positions of the SERPS but not necessarily at the top position.
This also implies that in order to get high rankings you need to have a solid backlink profile but it doesn’t have to be the strongest compared to the rest of the pages (or domains) that rank in the first 5 positions.
If you try different queries you will see that Google may show a featured snippet from a page that ranks on position 3 or 4 and not always from the page that shows in position 1.
Also, it looks like Google can reward a single page with a featured snippet regardless of the domain authority.
In the example of ‘off page SEO’ shown above, moz.com, neilpatel.com are much stronger domains than mine but still Google considers my page as more suitable for a featured snippet.
3. Optimize your Page Structure and headings
Having a clear page structure does matter.
Best on-page SEO practices like having one H1 tag for the title of the page and then H2 and H3 for the subheadings together with <p> for the text is important.
Google has to understand a page correctly before extracting text to use for featured snippets so making the crawler’s job easier, helps in that direction.
4. Include Images with a relevant ALT TEXT
This may not be the biggest factor of all but it’s good to have at least one image on the page with a relevant ALT text.
In all tested cases Google shows an image next to the text but as you can see below for the query ‘content marketing’, the image comes from a different domain.
Maybe the particular image was originally part of the content marketing institute page or Google shows that image to the featured snippet because it currently ranks on position 1 when you search ‘content marketing’ on Google images.
In any case and to be on the safe side, make sure that you always have a relevant image with a descriptive ALT text in your content.
5. Structured Data Markup helps (but may not be necessary)
The purpose of structured data is to help search engines understand the content of a page better so it makes sense to assume that structured data can also increase your chances of getting a Google featured snippet.
This was suggested by Google’s John Mueller back in November 2015 but a few days later Google’s Garry Illyes said that Google doesn’t take into account schema for featured snippets.
Nevertheless, it’s always a good SEO practice to activate structured data on your pages even if now Google states that it’s not a director factor for featured snippets.
6. Answer questions that ‘People also ask’
One of the ways to increase your chances of getting a featured snippet is by providing direct answers to questions people ask on Google.
To be more precise, when you type a query in Google, and you scroll down the page you will see a section called ‘People Also Ask’.
Google People Also Ask Box
These queries / questions are perfect candidates for getting a featured snippet.
7. Don’t forget that Google is A/B testing featured snippets
As a final note, don’t forget that Google is always testing different scenarios for the purpose of improving their search results and user satisfaction.
Part of their tests is changing the featured snippet entries so it’s possible to gain or lose a ranking over time because of this.
Featured snippets can drive more organic traffic to a website since the CTR is much higher than ranking at a lower position than 0.
If you already have a good ranking for a keyword (positions 1 – 5), your website may be eligible to show in the featured snippet box.
To increase your chances, provide a direct answer to a question or definition by summarizing it in a couple of lines but within a single paragraph (<p>) tag. The higher you place this paragraph in your content, the better.
Having an image with a relevant ALT text also helps.
The easiest and fastest way to check if your website has any featured snippet rankings is through SEMRush.
You can opt outof featured snippets by adding a meta tag to the head of your page.
Anything missing from the above post? What is your experience with the Google featured snippet box?
Besides traditional SEO practices, there are modern ways to improve your SEO and schema markup (also known as structured data or microdata) is one of these techniques.
In this article you will learn what schema markup is, why it’s becoming very important and how to use schema markup to improve your SEO. Towards the bottom of this post, you’ll also learn how to use Google Search Console to troubleshoot structured data errors.
What is schema markup?
Schema markup is a way to ‘describe’ your content to search engines in a way they can understand it.
This is done by adding pieces of code to your HTML that consists of pre-defined tags (semantic vocabulary) that search engines understand.
How does structured data looks like?
As mentioned above, structured data is a set of tags added in your HTML code.
These are not visible to users but can be read by search engines when crawling your pages.
Don’t worry if this is too technical for you because as we will see below, there are easy ways to add structured data to your website without knowing the low technical details.
Here is an example of how schema markup looks like:
Schema Markup Example
When Google or other search engines crawl a web page their primary goal is to find out what the page is all about.
The crawlers cannot view a website like a human but they process the HTML of a page trying to figure out different things like the meaning of the content, date published, author and other elements they find useful during the indexing process.
Schema Markup is Supported by Major Search Engines
In order to make their job easier and faster, major search engines have agreed to a set of common standards, also known as schemas.
Schemas cover many content types including articles, videos, images but also different types of entities like organizations, local businesses, people and many more.
Pro Tip: Read How search engines work and watch the video to get a better idea on how the crawling and indexing works.
Why is structured data important for SEO?
Although Structured data is not yet part of the Google ranking algorithm, it is still important for SEO for many reasons.
Prepare your website for ‘future’ SEO
First, it is a feature that is gaining ground and Google officially stated that it may be something that will go into the ranking algorithm in the near future.
So, besides taking advantage of the benefits described below, you also prepare your website for future SEO.
Make your search snippets informative and attractive
Second, structured data enhances your website’s presence on the SERPS with rich snippets.
This means that your entry in Google search results will be more attractive and informative than others and this will lead to better CTR (click through rates) and more visits to your website.
Structured data enhances your website’s presence on the SERPS
Currently Google supports the following schemas:
Employer Aggregate Rating
Pro Tip: You can view the search gallery for more information about each schema.
Schemas are great for Local SEO
Third, schemas is great for Local SEO. With structured data you can give search engines more information about your local business including address and contact information.
In conjunction with a well-optimized Google My Business page, it can boost your local SEO.
Structured Data Markup is required for Google Shopping Campaigns
Fourth, it’s a requirement for running successful Shopping campaigns. When setting up shopping campaigns on Google Ads, you need to have microdata on your product landing pages so that Google can verify the data submitted in your shopping feed.
Without microdata it is very likely that your shopping campaigns will not be optimized.
Besides checking your pages using the Structured Data Testing Tool, there are two more ways to troubleshoot structured data errors within Google Search Console.
URL Inspection Tool
You can use the URL inspection tool to inspect any page from your website.
Among other things, the generated report will show you structured data related errors. Clicking on the error will give you more details.
Troubleshoot Schema Markup Errors with the URL Inspection Tool
View the reports under the Enhancements section of the Google Search Console (left menu). Google will show you details about various features such as Logos, Products, Sitelinks searchbox and many more.
Google Search Console Enhancement report
Structured data is important for SEO and it is something you will need to consider sooner or later if you want to stay in synch with modern SEO practices.
The first step is to check whether your website is using markup data and the easiest way to do this is to use the Google structured data testing tool and test your homepage and other pages.
If you use markup data but there are errors in the testing tool, then it may be easier to hire a developer to do the necessary fixes.
If you don’t have schema on your pages, then use the methods described above to add it.