As an SEO agency, we want to help both the professionals and the laymen among the webmasters to improve their websites for users and search engines alike. In addition, we see it as our mission to clarify that good search engine optimization or SEO in 2018 has nothing more to do with manipulating the visibility in the Google search results (SERPs), but from a mix of technology, usability, content link building and a lot of hard work.

Why do we write about SEO?

Our goal is to provide every honest webmaster with SEO know-how so as not to get in the way of a messy SEO agency. If you’ve internalized our 10 golden rules for search engine optimization, no dubious provider can fool you and sell you something that you do not need at all, or even harm you. Violations of the Google Webmaster Guidelines are usually penalized for permanently losing your SEO rankings, your organic visibility, and thus a valuable part of your traffic.

SEO rule 1: Ensure safety with SSL certification

Sites with SSL encryption are a fixed standard that must be seen when it comes to search engine optimization. A website using an SSL certificate clearly states something about the site operator, namely that he’s the safety issue on the screen. Take a look at this screenshot:

Since 2014, Google has confirmed HTTPS as a ranking signal and meanwhile, Google Chrome even displays the following: “The connection to this website is not secure”. Would you trust such a website? Probably not. So if you have not done so already, make sure you switch to HTTPS, sooner rather than later. By the way, Google sees it the same way and could penalize your SEO efforts by downgrading your rankings and thus organic visibility for lack of security on your site

SEO rule 2: optimize loading times

No one likes to pass the time, search engines like Google do not. Just about every user expects a fast-loading page and will be disappointed if that expectation is not met. And here it looks like Google: Why waste valuable resources for slow pages? With a sluggish website, you risk the success of your SEO marketing effort. In essence, you should have the following items on the screen:

Reduce HTTP requests

Shrink file sizes

The correct order of resources

The beauty of this Google tool is that you get clear recommendations for action to make your site perform better.

Also, take a look at the free worthwhile to look at the website once roughly under the hood:

SEO Rule 3: Optimize Mobile Appearance

How important the Subject” mobile” is from the context of SEO, ought to be clear at the latest together with the statement that Google is your step to” Mobile First” and no longer desires to differentiate between the desktop index and mobile indicator. Google mobile Friendly Test helps to assess a distinctive visibility index for mobile devices.

SEO Rule 4: Making content accessible

People should find Specific articles, so make it as simple as possible for them. Again, search engines like Google want the exact same thing. Ensure that your website is tidy and a level hierarchy will definitely have a positive effect on your SEO effects. In practical terms this implies:

Check if your site is even approved for search engines. Often it is only a small hook to set or forget and already flies the page from the Google index. Keyword: No-index.

Help can be a so-called “site query” on Google:

The 7100 results displayed here are the number of pages in the Google index. If this number differs roughly from the number of pages that you have stored in your CMS or shop system, then you should go one step further and index your full website. With a crawl, You are able to see the name tag of your site either at the browser, at the source code, or at the Google search results.


SEO Rule 5: Use clean URLs

The significant thing is that you simply use” speaking” URLs. So-called talking URLs include words that are readable or keywords rather than extended ID numbers or mysterious characters. The benefit from the search engine optimization point of view would be greater click rates over the Google results, which explain pretty well exactly what the searcher anticipates on the site. So as to successfully conduct search engine optimization, then you need to follow these principles in addition to talking URLs:

Keep your URLs as simple and short as possible

Use keywords

Dispense with special characters

Use the minus sign as a separator

Use only lower case

Do not use filler words

So this could be a user-friendly and SEO-compliant URL:

If you want to deal with SEO-friendly URLs in more detail, we recommend that you check out this MOZ blog.

Rule 6: Title tags optimization

With more than 200 different SEO ranking factors on Google, the HTML title tag still plays a very significant role in the search engine optimization of your website. You are able to see the title tag of your site either at the browser, in the source code, or in the Google search results.

Optimize the title tag of your website as follows:

  • EACH URL should have an individual title
  • The keyword should be as far forward as possible, ideally right at the front
  • The title should consist of no more than 70 characters
  • The title should animate the user to click

Example of a good title tag that encourages the user to click:

SEO Rule 7: Optimizing Meta Descriptions

Not visible to traffic to your website, unlike the name tags. The HTML Meta Description could simply be observed at the source code or at the Google results. Although Meta descriptions don’t have any direct effect on your SEO ranking, they need to be kept individually for every page of your site. That is because search engines show the meta-description inside the search results listings. Thus, by adding an optimized meta-description, it is possible to directly affect the click-through rate in Google outcomes to drive more visitors to your site. An indirect standing variable, so to speak, when it comes to search engine optimization as well as the natural visibility of your website

For Meta descriptions, the following rules apply:

  • At least 75 to 180 characters including spaces. If you go above this value, Google simply shortens the Meta Description and replaces the last characters (…).
  • Keyword at the beginning of the first 80 characters and optimally again within the second 80 characters. The keywords are highlighted in bold in the search results.
  • Write advertising and informative. In addition, use a clear call to action to positively impact CTR on Google results.

Example of a good Meta description that encourages the user to click:

SEO Rule 8: Optimize Headings

After the visitors Clicked in their SEO snippets within the Google results, the user finally got to your site. As with the topic of speed and usability, it is now about fulfilling its expectations. The first milestone is your headline. {It is necessary to abide by the hierarchy of h1 – h6. |} Logically, h1 contains the main heading, while h6 is the least important. Decisive here is to be aware that you just use as many levels as it makes sense for the corresponding component. In training, h3 is often enough as the last level. Adhere to the following rules and it will work equally well with the users as well as the search engine optimization:

  • Consistent with Title Tag and Meta Description
  • Short and memorable
  • Informative
  • Use keyword


We hope that with our 8 SEO rules we have been able to show you that search engine optimization is not voodoo or witchcraft. Search engine visibility on Google is always associated with a lot of hard work. One should always think first about the user who has the need to find something and connect certain expectations with it. Maybe the term Search Engine Optimization is not up-to-date anymore and you should interpret SEO as Search Experience Optimization. However, if you meet user expectations, search engines will reward you with extremely valuable traffic to your website.

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