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Most search experts rely on Google Webmaster Tools to analyze the technical aspects of a given website. These experts focus on data like crawl stats, page loading time, page errors and rich snippets. In addition to technical analysis, I recommend using Google Webmaster Tools for basic on-page SEO improvements. Here are 5 easy ways to use Webmaster Tools to improve your on-page SEO immediately.

1. HTML Improvements
Under Search Appearance, you will find HTML Improvements. This report provides a snapshot of any issues with your site’s meta descriptions and title tags, along with a record of any content that isn’t indexable.

In the SEO world, we know that it’s important to have unique meta descriptions and optimized title tags. This report allows you to easily identify title tag/meta description issues and prioritize your efforts.

For example, in the screenshot below, you can see that 7 pages have a duplicate title tag. If I were to click on the “Duplicate title tags” link, I’d be taken to a screen listing all 7 pages, giving me a quick and easy way to identify page titles that need to be updated.


2. Content Keywords

Under Google Index, you’ll find Content Keywords. This tool allows you to determine not what you think your site is about, but how Google sees it.

It shows the keywords that are used on your site, along with keyword variations and significance. These data help you quickly determine if you need more content created around certain keywords, themes and topics. It also shows which pages the keywords appear on. Very helpful! (See the examples below)


3. Structured Data

Structured data is a helpful way to explain the content of your website to the search engines — which can, in some cases, can help with rankings and traffic. If you have structured data on your site, GWT has a feature that shows the type of structured data that Google was able to detect on your site, along with the URLs containing each type. You can find this report under Search Appearance > Structured Data.


4. Sitemap

The Sitemaps section allows you to view all the sitemaps that you’ve added (or Google found) along with statistics such as the last date it was processed and the number of pages submitted and indexed.  These stats can be viewed by content-type, meaning Web, video, images and news.

Another great feature is the sitemap test option; you provide the URL of a sitemap, and Google scans it, quickly detecting any errors that need to be fixed.


5. Speed Test

Google has a need for speed.  For starters, Google thinks site speed is important and will not rank a slow website. Some would even go as far to say that Google has a bit of an obsession with how quickly a page loads.  This isn’t exactly breaking news. Google has always rewarded sites that have clean codes and download quickly.  In the “Resource” section of GWT you will find “PageSpeed Insights”, use the results to increase the speed of your website, the user experience and ranking on Google.


If you need help with your companies Search Engine Optimization campaign in Toronto.  Contact us today!



Chris A. Hughes