Important On-page SEO Factors to Cover in a SEO Audit

URL Structure

URL structure of sub-pages of the website should be meaningful and easy to understand by users. In old days many web designers used numbers when creating pages. But as per popular search engine Google it is not meaningful. For example, if a web page is about a honeymoon tour package, a better URL structure would be or But or, etc are not recommended page URLs. Having the target primary keyword in the URL structure helps to climb in rankings on search results. Also, it is NOT recommended to have lengthy URL structure like

Navigation Menu

Navigation menu is important structure of a website, users use it to navigate across other web pages. A typical navigation menu contains links for Home page, About Us Page, Service Page (individual services comes as sub-menu of the service page), Testimonials page, Blog, Contact Us page etc. For example, a tour business may have the following top navigation menu :

  • Home
  • About Us
  • Tour Packages
    • Sri Lanka Beach Tour
      • 3 Days Beach Holidays
      • 5 Days Beach Holidays
      • 7 Days Beach Holidays
    • Sri Lanka Honeymoon Tour
      • 5 Days Honeymoon Holidays
      • 14 Days Honeymoon Holidays
    • Sri Lanka Wildlife Tour
    • Sri Lanka Family Tour
    • Sri Lanka Cultural Tour
  • Testimonials
  • Travel Blog
  • Contact Us

Note that, text label of menu item should be meaningful, it gives an idea about page to the visitor, also it becomes the anchor text for inner link building that helps in search engine optimization.

Footer Section

It is vital to have copyright details, privacy policy, terms and conditions page as well as a footer menu in footer section. A footer menu is almost similar to top navigation menu; but for SEO purpose, it is better to link to pages that are not linked in the top navigation page to give more exposure to such inner pages; or an detail easy to understand website structure with links pointing to inner pages help for better search engine results rankings. A tour operating business footer section may have the below sections :

  • List of activities to do in Sri Lanka
  • List of tour attractions in Sri Lanka
  • List of Tour the agency organize
  • List of most important tour packages
  • Link to Home, Blog, Contact us pages

Title & Meta Descriptions

Title & meta descriptions play vital role in SEO. Having primary keyword in title & meta description as well as having better call of actions within title & meta descriptions are helpful in SEO as well as to increase the click-through rates from search results. That is, Having attractive, keyword rich title and meta description are important to increase the search engine rankings & click through rates. It does not mean to have all target keywords in title & meta description which may look like spam and will have negative impact in SEO.

Other than above discussed factors there are various on-page SEO factors which Google and other popular search engines take into account when returning results for a query from user.