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Structure, Semantics and Metadata

How Clear HTML, Headings, and Metadata Shape Technical SEO

Every high-performing website starts with clean, well-structured code. While content and backlinks often get most of the attention, it’s the foundation—your HTML—that gives search engines what they need to index and trust your site. Semantic markup and relevant metadata make your content more discoverable and understandable.

But this isn’t just about helping Google. Structure affects how users—and assistive technologies—experience your site. If you skip heading levels, use multiple <h1> tags, or forget key metadata, you’re creating friction for both crawlers and real people.

Technical SEO begins in your code editor. It’s about how you structure, label, and describe your content to machines—before any tools or plugins are involved.

Structure, Semantics & Metadata

Semantic HTML: Structure with Meaning

Semantic HTML isn’t just cleaner code—it adds real meaning. Instead of wrapping everything in `

This helps both accessibility tools and search engines understand what your page is about. Clear semantic markup increases confidence that your content is trustworthy and well-organized.

A common mistake is using multiple <h1> tags or skipping heading levels—like jumping from <h1> to <h4>. Think of headings as an outline: <h1> is the page’s title, <h2> breaks it into sections, and <h3> supports each subsection.

Out-of-order headings confuse screen readers and make your content harder to interpret. Stick to logical structure, and use CSS for styling—not for visual hacks that break semantic meaning.

Canonical Tags: Controlling Duplicates

Canonical tags tell search engines which version of a page is the primary one. Without them, duplicate or similar URLs can compete with each other, diluting your SEO signals.

CMSs often generate multiple URLs for the same content—via filters, tags, or tracking parameters. Without a canonical tag, Google might index the wrong one—or none at all.

Always include a canonical tag in the <head> section. Even self-referencing canonical tags are good practice—they make your intent explicit.

Check that canonical tags:

  • Use the correct domain (e.g., https over http)
  • Match the live page URL
  • Don’t point to 404s or unrelated pages

Metadata: Titles, Descriptions & Language

The <title> and <meta name="description"> tags shape how your page appears in search results—and how it’s interpreted by crawlers.

Each page must have a unique and relevant title. If several pages share the same title, Google may struggle to rank any of them well. Keep it clear, concise, and descriptive.

The meta description doesn’t directly affect rankings, but it influences clicks. Treat it like a micro-ad for your page. Highlight relevance and value in under 155 characters.

Also essential is the <html lang> attribute. This small detail helps browsers and screen readers understand the page’s language. Use <html lang="en"> for English, <html lang="da"> for Danish, etc.

If your site is multilingual, each version should declare its language. Without this, assistive tech and search engines may misinterpret your content.

Structured Data: Add Context to Content

Structured data uses JSON-LD to give machines more context about your page. Where HTML defines structure, structured data defines meaning.

Using the correct Schema.org type helps Google display rich snippets—like ratings, author info, and FAQs—in search results. For example, `BlogPosting` shows article info, while `Product` can highlight reviews and availability.

Common types include:

  • BlogPosting – for articles and posts
  • Product – for ecommerce items
  • FAQPage – for question-answer sections
  • LocalBusiness – for contact and location data

JSON-LD should be included in a <script type="application/ld+json"> block in the <head> or footer. The content should reflect what users see—don’t mark up hidden content.

Test your structured data using Google’s Rich Results Test or Schema.org Validator.

Plugins like Yoast SEO or SEOPress handle this automatically in WordPress. On custom sites, you’ll need to manually generate and inject the JSON-LD into your templates.

Redundant Internal Links: Less Is More

Internal links guide users and spread link authority—but repeating the same link several times in one section doesn’t increase value. It clutters your code and can look spammy.

This often happens in sliders, footers, or CTA boxes where the same link appears on images, buttons, and text. Choose one meaningful instance and make it count.

Use descriptive anchor text—not “click here.” Clear links help users navigate and give crawlers stronger context.

Effective internal links:

  • Guide users to relevant pages
  • Pass authority to key content
  • Help Google crawl your site more efficiently

But overusing the same link in close proximity just adds noise.

Final Thoughts

Technical SEO starts with structure. Semantic HTML gives meaning. Metadata brings visibility. Structured data adds precision.

You don’t need expensive tools. Just follow the fundamentals: one `

This foundation supports everything else—speed, mobile optimization, content strategy. Without it, your SEO efforts rest on shaky ground.

Invest the time to get your structure right. It improves both rankings and user experience—now and in the long term.

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