Description meta tags are important because Google might use them as snippets for your pages. Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query. Adding description meta tags to each of your pages is always a good practice in case Google cannot find a good selection of text to use in the snippet. The Webmaster Central Blog has informative posts on improving snippets with better description meta tags18 and better snippets for your users19. We also have a handy Help Center article on how to create good titles and snippets20.
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A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page. Many breadcrumbs have the most general page (usually the root page) as the first, leftmost link and list the more specific sections out to the right. We recommend using breadcrumb structured data markup28 when showing breadcrumbs.
Hi Brian, great list. I noticed you mentioned using Kraken to optimize your images. A couple other tools I’ve found to work really well are ImageOptim (an app that you can download for your computer) and Optimus (a WordPress plugin that will optimize them when uploaded to your site). I’m not sure what your policy is on including links in comments so I won’t link to them here (even though I have no affiliate with either one.) Hope those resources can help someone!
As keywords are essentially the backbone of on-page SEO, you need to pay a lot of attention to them. There is no reason not to include them in your URLs. The inclusion has its benefits. When you assimilate the targeted keyword into the URL, you are ensuring that Google’s has another reason and way to consider your article as more relevant for a particular phrase.
Organic results includes a wider range of websites—not just local businesses. While location may still be a factor in the organic results, it is not generally the dominant factor. The main factor is the authority of the website (or the credibility of the site), external links back to the site, the length of time the site has been live, and other considerations. This is why you will often see sites such as Yelp, Angie’s List, and Facebook show up high in search results.