SEO documentation

This documentation is provided as a reference for clients (though all are welcome).

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HTML markup

HTML (HyperText Markup Language) is the foundational language of the web. It's how every web page describes its content and structure to browsers, search engines, and AI crawlers. "Markup" refers to the tags — <p>, <h1>, <a>, [...] Read more

4 min

HTTP compression (Web server compression)

Compression is the process of reducing the size of files sent from a web server to a browser. Smaller files = faster page loads, lower bandwidth costs, and better Core Web Vitals scores. For text-based assets (HTML, CSS, JavaScript, JSON, SVG), [...] Read more

3 min

"CollectionPage" schema

CollectionPage is a subtype of WebPage used to mark up a page that presents a curated set of items — category pages, archives, listing pages, and similar collection views. It tells search engines: "this page isn't a single content item, it's a hub [...] Read more

2 min

Query strings

A query string is the part of a URL that carries extra information to a web server, typically to filter, track, or modify what the page displays. It's the section that appears after the question mark (?). Anatomy of a query string Take this example: [...] Read more

3 min

Anchor text

Anchor text is the visible, clickable text of a hyperlink. In the HTML below, "our pricing page" is the anchor text: <a href="/pricing">our pricing page</a> It's the most direct signal a link can give about the destination. Users rely on [...] Read more

3 min

"Event" schema

The Event schema type describes a scheduled occurrence — a concert, conference, webinar, sporting match, festival, or any other thing that happens at a particular time and place (physical or virtual). It's one of the schema types most likely to [...] Read more

2 min

Canonical links

A canonical tag tells search engines which version of a URL is the "main" one when multiple URLs serve identical or near-identical content. It lives in the <head> of a page: <link rel="canonical" [...] Read more

3 min

JS / CSS minification

Minification is the process of reducing the size of JavaScript and CSS files by removing characters that aren't needed for the code to run. The output is functionally identical to the input but smaller — typically 20–50% smaller for JavaScript and [...] Read more

3 min

"FAQPage" schema

FAQPage schema marks up a page containing a list of frequently asked questions, each paired with a single, definitive answer. It's used to identify Q&A content for search engines. Notes regarding Google In August 2023, Google significantly [...] Read more

2 min

Lazy loading

Lazy loading is the practice of deferring the loading of resources — typically images, iframes, and sometimes scripts — until they're actually needed. Instead of loading every image on a page when the page first opens (including those below the [...] Read more

4 min