Keywords (topics) used in web page content and how they are discussed, plus "non-keyword dependent" elements that influence onsite optimization of the page There are several non-keyword onsite-seo
This includes
Link usage on page: How
many links are there? Are they internal or external? Where are they pointing?
Page Load Speed Using
Schema.org Structured Data or Other Markup
Page URL Structure Mobile
Friendly Page Metadata
All of these elements come down to the same basic idea of creating
a great user experience. The more user-friendly a page is (from a technical and
non-technical point of view), the better the onsite optimization of that page.
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