Goal: you read this article, in any of your pages (articles / service pages / product pages), according to the list to do it again, basically will be able to “control part of the site SEO” to do no error, can be maintained, can be verified.

No metaphysical skills are sought, only:Clearly structured, intent-matching, crawlable and understandable, experience that doesn't drag, sustainable iteration。

1. Choose the type of page first: different pages have different “optimisation priorities”.

Before you start the list, categorise the pages (just pick one):

  • A. Content pages (articles/tutorials/guides/information): the core is "problem solving + overriding intent + structural readability"
  • B. Service/landing pages (company service, solution, product introduction pages)The core of the programme is "articulating the value + the trust element + the path to conversion".
  • C. Product pages/category pages (e-commerce): the core is "complete information + comparability + structured data + catalogue logic".

If you write a “service page” as an article or an “article” as an advert page, you will usually lose points:User intent mismatch, search performance is hardly stable.

2. 30-second pre-screening: eliminate the fatal problem first (otherwise it will be a waste of time).

Before each optimisation, go through these 8 rules (if any one of them fails, fix “can catch and see” first):

  1. Page opens properly (no 5xx, no infinite redirects, no whitespace)
  2. Pages are allowed to be indexed (not set by mistake) noindex）
  3. The page has not been robots.txt or security rules blocking crawling
  4. The page has a unique H1(usually equal to the main title)
  5. The page has a unique Title(browser tag title) and not empty
  6. The pages have canonical(or at least no apparent duplication/conflict)
  7. Page images/style scripts load properly (no missing images, no errors)
  8. Pages are readable on mobile phones (font size, spacing, button area not a disaster)

If you can't pass the pre-screening, fix “catchable” first, don't rush to change the text.

3. Page optimisation checklist (generic section): applicable to any page

3.1 URL (readable, stable, maintainable)

  • URLs are short, readable, and on-topic (no date/parameter stuffing).
  • Try not to change the URL once it is published (if you do, you must plan a redirect).
  • Do not have multiple accessible URLs for the same content (otherwise duplicate signals)

**Passing Criteria:** Readers can probably guess the topic of the page by looking at the URL; you can still maintain it a year later.

3.2 Title and Meta Description

Title List

  • Title and page theme consistent, not “hanging sheep head selling dog meat”.”
  • No duplication (duplicate Title is a common problem)
  • Reads like human speech, no keyword stacking
  • For service/product pages, Title is recommended to include "What you offer + core points of difference" (optional but recommended)

Description List

  • Description is not “for bots”, it's a blurb to increase click-through rates.
  • Make it clear what the page solves, who it is for, and what the key highlights are.
  • Try to be different on each page (not the same sentence across the site)

**Qualification Criteria:** In search results, the Title/Description lets people know "what they can get by clicking on it" after reading it.

3.3 H1/H2/H3: Structures are written for people who “scan and read”.

  • H1 There is only one, and it is the main topic of the page.
  • H2 are “chapters”, each of which solves a sub-problem.
  • H3 is “steps/points/comparisons” and is used to follow on from H2.
  • Don't uplift all the dots to H2 for SEO (it gets messy)

**Passing Criteria:** Readers can understand what the article is saying and where to start even if they only look at the title structure.

3.4 First screen (Above the fold): give conclusions first, then details

Regardless of the page, the first screen is recommended to be included:

  • The phrase "What problem does this page solve?"
  • The phrase "for whom it suits"
  • A "what you'll get" (lists are fine)
  • Service/product page re: a clear CTA (enquiry/trial/purchase/download)

**Passing Criteria:** Readers don't get lost in 10 seconds and don't have to scroll halfway through to find out what you're talking about.

3.5 Internal links: the site into a “network”, not an island

The simplest internal link structure is the “three-way”:

  • **up:** links to topic/category pages (higher level aggregated pages)
  • **Parallel:** links to sibling related content (extensions on the same subject)
  • **Down: **Links to more specific how-to's/tools/cases (stronger actions)

List of internal links:

  • At least one page 3-8Meaningful internal links (adjusted for page length)
  • Anchor text should be descriptive of the target content (not all “click here”)
  • Don't hardwire irrelevant internal links (relevance is more important than quantity)

**Qualifying Criteria:** Readers will naturally know 'what to look at next' after reading this page.

3.6 Images and media: more than compression, “right-sizing”

  • Match image size to display size (don't use a 4000px image showing 800px)
  • Large first screen must be controllable (otherwise LCP tends to deteriorate)
  • Key images written alt (describing the content, not stacking keywords)
  • Article graphics: infographics/screenshots should be clear, not pressed into a paste
  • Product picture: the main picture is clear and consistent, the details of the picture is in order

**Passing Criteria:** Images do not slow down the page, are not blurry, are not broken, and aid in comprehension.

4. Specialised lists by page type

4.1 Specialised list of content pages (articles/tutorials/guides)

A) Search intent matching (most central)

Start by asking: which of these intentions does this piece of content primarily answer?

  • information-based: explanation/tutorial/steps
  • comparative: A vs B, Selection
  • programmatic: road maps, checklists, templates
  • problem screening: Causes + Solutions

Re-check: whether the structure of the article covers the user's “next question” (otherwise it's easy to bounce).

**Qualifying Criteria:** Readers won't finish thinking, "This one didn't answer what I really wanted to ask."

B) Opening structure (recommended template)

Template for the first 4 paragraphs (can be copied directly):

  1. One-sentence conclusion: what you'll get
  2. Applicable objects: who is most suitable for doing according to this article
  3. What you need to prepare (tools/pre-requisites)
  4. Article catalogue (optional)

C) Depth of content (don't write in empty words)

  • Give steps, give examples, give comparisons, give boundaries (when not applicable)
  • Give “common pitfalls” and “how to verify”
  • Minimise the use of “may, might, generally speaking” to avoid key points.

D) FAQ (Strongly Recommended)

  • (say the) least 5-10Real questions (the kind readers will search for)
  • Try to make each answer as grounded as possible and don't pass it off as a sentence.

4.2 Service/landing page-specific lists (the category most likely to fall apart in writing)

Service pages make two of the most common mistakes:Write Like Company Profileor It's written like a stack of slogans.。

A) Service page structure template (highly recommended)

You can just write them in that order:

  1. One sentence positioning: what services do you offer (clear scope)
  2. Three core values: why you were chosen (using results/points of difference)
  3. List of services: what is included/not included (clear boundaries)
  4. Service process: steps from consultation to delivery (reducing uncertainty)
  5. Cases/proofs: cases, data, qualifications, customer testimonials (to enhance trust)
  6. FAQ: Price, lead time, what the customer needs to provide, and which situations it is suitable for
  7. CTA: contact/appointment/quotation/download programme

B) List of trust elements (without these, conversions will be weak)

  • Real-life examples or demonstrations of results (even a few)
  • Clear deliverables and scope (to avoid wrangling)
  • Risk warning (you won't commit to anything)
  • Clear contact and response methods

**Qualifying Criteria:** Readers will be able to judge 'should I contact you' after reading this, rather than just thinking you're good at blowing things up.

4.3 Specialised list of product pages/category pages (e-commerce/catalogue pages are recommended to do the same)

A) Completeness of product page information

  • Clear title (model/use/core attributes)
  • Prices, stock, delivery/return instructions visible
  • Table of key parameters (don't just write a paragraph of marketing text)
  • Groups: main image + detail images + usage scenarios (in order)
  • Comments/ratings (if any) are clearly displayed

B) The category page (catalogue page) should be made into a “rankable syndication page”.”

  • Category pages with profiles (not just product listings)
  • Filtering but not creating a lot of indexable duplicate URLs (be clear on your strategy)
  • Category pages can group and compare products (increasing value)

C) Structured data and consistency

  • Product information should be consistent (price, stock, brand, attributes)
  • Do not use schema types that are “inconsistent with content” (subsequent rich results may be affected)

5. Page experience and performance

  • The larger the first screen image, the more likely it is to slow down the first screen rendering
  • Images are not sized/fonts load erratically and tend to cause bouncing (CLS)
  • The more third-party scripts there are, the more likely they are to slow down the interaction (INP/interaction latency)

Performance optimisation is a technical topic such asCache Optimisation; this paper only emphasises:Don't let performance issues cancel out your content and structure efforts.

6. Risk tip: 10 common on-page SEO myths

  1. Title/Description duplicated site-wide
  2. H1 Multiple or H1 Unlike Subject
  3. The article is inconclusive and the reader scrolls halfway through to get it
  4. Keyword stacking makes it hard to read
  5. Internal links are stuffed with irrelevant links
  6. Image size mismatch, page slowdown
  7. Unlimited thin content generation for category/tag pages
  8. Parameter URL generates large number of duplicate pages
  9. Change URL without redirection
  10. Meaningless changes for “SEO ratings” (ignoring users)

7. Receiving and inspection checklist (pre-release checklist)

  • Pre-check. All 8 passed.
  • Title/Description should be clear about “page value” and not repetitive.
  • H1 Unique, H2 Clearly structured
  • First screen 10 seconds comprehensible
  • At least 3-8 meaningful internal links
  • Image size/compression/alt reasonable
  • Articles/Services/Products page specialised items at least 80% up to standard
  • FAQ (if applicable) completed
  • If changing URL: redirection mapping is ready (one-to-one)

8. Post-release validation

Pre-publication (10 minutes)

  • Open page → Check source code: Is the Title/H1/canonical correct?
  • The phone opens in real life: whether the first screen takes 10 seconds to read, and whether the buttons are good.
  • Randomly order 3 internal links: whether they are relevant, whether they are 404, and whether they open too slowly.

Post-release (3-7 days)

  • See if it's indexed: webmaster platform, or search for site:你的域名 关键词
  • Look for 404s and redirects: are there a lot of old URLs reporting errors?
  • Look at the click-through rate: does the Title/Description need to be fine-tuned (not to change the content, but to change the expression)

Frequently Asked Questions: Content and Onsite SEO

1. Why do I still rank poorly even though I have written a lot of words?

Word count is not central to ranking factors. The more common question is:Mismatch of intent, unfocused theme, unclear page signals, resources not given on the site。

You can rank them in this order (from most common to most deadly):

  • Are the intentions right?: Users want prices/comparisons/steps/downloads, is your page actually giving them?
  • Thematic focus: Is the main keyword clear, or is one article trying to cover 10 issues?
  • Whether the structure is sweepable or not: Is H2 like a catalogue where the first screen gives the conclusion first?
  • Is there a unique value: Are there any comparison tables, cases, steps, boundaries, validation methods for these?
  • Is it brought up by the station: Is there any inlink support from featured/high-weight pages?
  • Are there crawling/indexing issues: noindex, duplicate URL, canonical conflicts, loading failures, etc.

2. Should I write content on the category page? How much to write so it's not embarrassing?

in most instancesIt is recommended to writeBut it should be written like a “shopping/browsing guide” rather than a keyword stack.

Recommended range (by intensity of competition):

  • Lightweight category page: 1 paragraph introduction + 3-5 bullet points (so users know how to choose)
  • Core Category PageAdd “How to Choose/How to Compare/Common Pitfalls/FAQ”
  • Very competitive category pages: Make it a “Syndication Guide Page” (groupable, comparable, jumpable)

Placement Suggestion:

  • Top write short lead (not blocking the list)
  • Place a more complete guide and FAQ at the bottom (without affecting browsing)

3. Would placing FAQ on every page be too much? Would it be repetitive?

FAQ is a plus, butI'm afraid of copying and pasting the whole site。

Recommended Practice:

  • each page 3-8 articlesMore stable; more core pages, but “strong relevance, non-duplication”
  • General questions (payment/invoicing/company profile/contact details) are placed in the Unified Help Centre and then linked from each page
  • If you have a multilingual site: FAQ should also be localised; don’t pad it out with literal translation

4. How many internal links are appropriate? Is there a “standard answer”?

There is no set number, just a goal:Make it accessible to users and understandable to search engines。

Enforceable reference:

  • Article page: in the body 3-8Related internal links
  • Pillar/Topic Pages:8-20I'm in charge of tying the threads together.
  • Services/Products page:3-10The pathway “Understanding → Trust → Conversion” is linked to the pathway "Understanding → Trust → Conversion".

Priority (always relevance first):
1) Upstream/downstream (up/parallel/down) on the same theme
2) Pages that can help with decision making (comparison, price, case studies, process)
Pages that reduce concerns (FAQ, assurance, deliverables)

5. When should two pieces of content be merged? When should they be split?

consolidationThe typical signals of the

  • Two articles are grabbing the same keyword/same intent (the site is consuming each other internally)
  • Neither piece is strong enough to be combined to form a “more complete answer.”
  • One has external links/historical weights, the other has better updated content (combined centralised weights)

dismantleThe typical signals of the

  • Mixing two intentions in one article (tutorial + price + comparison all in one)
  • Chapters are getting longer and longer, and readers want to “go straight to a piece.”
  • You want to do thematic systems (pillar pages + multiple sub-topics)

Operational recommendations (most stable at the time of the merger):

  • Select a primary URL
  • Another 301 to the main URL
  • Integrate the strongest content from the old article into the main article and update the onsite links

6. Should parameter pages/filter pages be included? How to judge?

The key to judgement is not “can it be included” but “Is it worth it to be included”。

Recommended for inclusion (to meet high probability needs)

  • The combination itself has stable searches (e.g. “waterproof hiking boots size 42” for a clear need).
  • Page is more than just a list: includes titles, filter guidance, and recommendation logic/FAQ
  • URL rules can be controlled and will not be generated indefinitely

A situation where inclusion is not recommended:

  • Unlimited combinations (colour x size x brand x price...)
  • Highly similar content and thin content
  • You can't control index size and quality

Common Strategies:

  • Indexing of only a few “high-demand combinations”
  • Remaining settings noindex, follow, retaining crawling and internal link flow

7. How long should the Title be? (What about global/multilingual sites?)

Title's goal is:Clear expression + no fear of cut-offs + increased click-throughsDo not just go by “number of Chinese characters”. Instead of just “number of words in Chinese”, it is more advisable to think along the lines of "display width".

The principle of universality:

  • Core subject lines/primary value points are placed up front (the most important information is explained first)
  • Stack synonyms sparingly and avoid repetition (brand/region/service names should not be repeated)
  • Each page Title is unique and consistent with the content of the page.

Range of experience (different language references):

  • English (language): Usually 50-60 characters more stable
  • Chinese/Japanese/Korean multi-byte language: Usually Shorter and clearerMore stable (priority readability)
  • Mixed Language / Included Models: Put the model, brand, and region after it to make sure the first half of the sentence is complete!

Self-inspection criteria:

  • Before being truncated, the user has already seen “what this page is about + what it's worth”.

8. How to write the alt of the picture naturally? Should I stuff it with keywords?

The function of alt is:Alternative explanations when images don't load + accessibility + help with comprehension, not a keyword container.

Writing Essentials:

  • Say “What is the picture/what is the message” in one sentence.
  • Infographics/screenshots with “content meaning” and product images with “key attributes”.”
  • Decorative drawings (plain backgrounds, dividers) are made of alt="" Make the screen reader skip
  • Don't hardwire a string of keywords into alt

9. Should I write the price on the services page? Will it convert better without it?

in most instancesWrite better.Users care about “budget and suitability”, if you don't tell them, they'll look elsewhere.

The way to write when you don't want to quote a dead price:

  • 给 price range(with indication of influencing factors)
  • write clearly billing method(per session/per month/per project/per effect)
  • make a list Included/not included(clear boundaries)
  • 给 Typical packages(base/standard/enterprise)
  • Provide a short CTA: Getting a quote asks only 3 key questions

10. What can I do to keep URL changes from dropping during a revamp? What is the minimum necessary?

Core principles:If you can't change, don't change; if you have to change, make sure that “signals can be transmitted and processes can be verified”.

Minimum Must-Do List (Enough Edition):

  • Old URL → New URL One-to-one mapping table
  • Go online and do it at the same time 301 Redirect(Avoid 302/JS jumps)
  • Updated in-site links and Sitemap to point to new URLs
  • Check whether canonical, robots and noindex have changed
  • Post-launch monitoring: 404s, redirect chains, indexing and crawling anomalies

Common large pits:

  • New page content overhaul, search engines can't confirm “this is the same page migration”
  • Massive redirection of old pages to the front page (relevance thrown out)
  • Redirection chain too long (A→B→C)