When implementing SEO measures, you often hear the terms “internal measures” and “external measures.”
So what are these “internal measures” and “external measures”? Let’s take a look at how we can actually deal with this.
Regarding internal measures
SEO
“internal measures” refers to SEO measures applied to your company’s “website.”
As for what is actually done
A) Selecting keywords to be used for pages and the entire site, and setting them for HTML tags (titles, heading tags, etc.) and text.
B) Optimize the amount of data such as HTML, JavaScript, images, etc.
C) Mobile optimization (navigation ease of use, font size, etc.)
D) Review navigation to reduce bounce rate and increase stay rate
E) Organize your pages to avoid duplicate content and 404 errors
F) Optimizing the site directory structure
Above all, the most important internal SEO strategy is to create high-quality content.
Google is constantly updating its website to provide better search results to users.
Even if you simply increase the amount of keywords or display keywords appropriately in tags, human eyes may see that you are just listing keywords with too much SEO in mind, or that there is something wrong with this. There is a tendency for articles that make you feel like this is a plagiarism of an article you saw on the site to be ranked lower.
In recent years, Google seems to be particularly angry about “content with little content” and “content that has been copied without permission,” and the content is rated low in the ”
Guidelines for Webmasters (Quality Guidelines)
” below. The contents are mentioned.
B) Optimize the amount of data such as
HTML
, JavaScript, images, etc.
In recent years (July 2018), Google has introduced “Speed Update”, so this is one of the internal measures that needs to be taken urgently.In order to reduce the amount of data as much as possible and display pages at high speed, ”
PageSpeed Insights”
” to diagnose your existing site and find out how to improve it.
Images in particular are likely to become a bottleneck, so please use
TinyPng
to reduce their weight.
Regarding images, there is a lot of advice to change to next-generation formats, but next-generation image formats such as “WEBP,” and “JPEG-XR” often cannot be displayed on older browsers, so it is recommended to introduce them. It is better to wait a little longer for browser support.
C) Mobile optimization (navigation ease of use, font size, etc.)
Similar to “PageSpeed Insights,” Google has also released the ”
Mobile Friendly Test,” a tool to verify “Mobile First
” announced in March 2018.
Also
D) Review navigation to reduce bounce rate and increase stay rate
E) Organize your pages to avoid duplicate content and 404 errors
It would be a good idea to take action while checking the data from Search Console and Analytics.
Regarding external measures
These “external measures” are the opposite of the internal measures mentioned above.
A) Search engine crawling and indexing measures
B) Countermeasures for backlinks
A) Crawling and indexing measures for search engines
<br/> Some people might categorize this as an internal measure, but since it is a measure for an external tool called a search engine, I would not consider it as an external measure. Ta.
If it is not indexed by search engines and crawled, there will be fewer opportunities for users to visit it, so registering URLs and sitemaps with Google’s Search Console, Bing’s Webmaster Tools, etc. is the minimum external measure that must be taken. Probably.
B) Countermeasures for backlinks
<br/>In recent years, it has been said that increasing backlinks is effective for SEO, so a large number of backlinks have been received from link farms, and as a result, Google has imposed penalties on link farms. have become more noticeable, and internal measures have become easier to produce results.
However, as stated in “
10 Facts About Google
” (“4. Democracy on the Web Works”), “Google Search works because it helps determine which sites’ content is important.” , based on the links that a huge number of users have posted to the website.”
Evaluating backlinks can be a very clear scoring standard to mechanically increase the popularity of a site, so it is still a somewhat effective SEO measure.
summary
Nowadays, improving the quality of content is the gold standard for SEO, but in order to estimate that “quality”, it is important to embed an appropriate amount of keywords without overcrowding, and to improve usability for smartphone users. Numerical values have come to be used to express how good or bad things are.
External measures such as backlinks are still an important element, but it is better to focus more on internal measures than before.