In the first part we presented the best practices for optimization of the demand to the consumer needs. In the second part we will focus on the SEO optimization rules according to the needs of the search engines:

Site Speed - How fast your web pages load more and more becomes a search engine differentiator.

Device Compatibility - It's important for your website to be equally optimized for different screen sizes and devices. Google recommends adaptive design as the preferred method for mobile optimization.

Domain names - keyword-rich domains can lead to more careful research from Google. If the site is not of the same high quality, Google may rank it down on the results page. For better overall site architecture, it's a good idea to use subdirectories on the primary domain instead of creating subdomains. Do not type the domain name with dashes and do not use alternative top-level domain names as they are reported as spam.

Schema markup - Schema.org provides a set of HTML tags that are used for page markup to make them more recognizable by major search engines. You can make your pages come out as more attractive search results, where multimedia files, customer ratings and other useful information appear.

Title tags - they are used to tell search engines and visitors what your site is intended for in the shortest and most accurate way possible.

Correctly marked images - many people forget to include alt-tags when uploading photos of their content but this is definitely something that should not be overlooked because Google can not "see" your photos but can read alt -text. The more detailed the photos in the alt text, the greater the chances your pictures will appear on the Google image search tab.

Internal links - this is a practice that can use editors and writers when posting articles to help increase site traffic and thereby make Google more trustworthy.

URLs - You can usually change them to your content management system even after they have been created automatically. Do not necessarily match the title exactly. Google claims that you can use three to four keywords, with the most important ones placed first.

Local Search Engine Optimization - Google is increasingly presenting user results based on their location because it is important for business to be caught at the right time and to meet the target. It is advisable to sign up for Google My Business and provide accurate contact information, category, working hours, customer reviews.

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