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  1. The way you structure your HTML5 can make a big influence on your Google ranking, says Hannah Miller of 4PS Marketing
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  3. With the release of HTML5, incorporating new tags and a more understandable method of structure for both visitors and bots, all SEO professionals need to stand up and take note. As you delve deeper into the additional and amended tags of HTML5, it poses many questions and considerations for online marketers and search enthusiasts.  
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  5. ADVERTISEMENT
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  7. Header tag
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  9. The <header> tag is an expansion on HTML4’s <head> tag. The primary difference is that <header> can be used to highlight key headings that sit anywhere on the page.
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  11. Previously, webmasters highlighted such headings with <H3> or <H4> tags to ensure they were presented as important. This new tag gives SEOs the opportunity to make mid-article headings more prominent without affecting the visual structure of a page.
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  13. The tag also allows for hard-coded links and paragraphs of text to be incorporated into a more prominent section without changing the on-page location. Here’s an example of this tag within the main <body>:
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  15.     <header>
  16.       <h1>HTML 5</h1>
  17.       <p class="name">some text and a <a href='www.
  18. site.com'>link</a></p>
  19.     </header>
  20. Video and audio
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  22. Another addition to HTML5 is the incorporation of <video> and <audio> tags. These tags offer an indexable approach to incorporating audio and video into a web page. Not only do these tags eliminate a lot of the crawl errors caused by Flash files, they also create a new platform for developers to build from in the future.
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  24. The method of trying to reach further into Flash so that relevant content can be indexed came to a standstill and we never saw a huge impact on the new algorithm that was claimed to rank Flash websites comparatively.
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  26. With the incorporation of the <video> and <audio> tags we can now also take advantage of the <track> tag and provide indexable text for videos to explain the content to search crawlers.
  27. Another great SEO advantage of being able to make good interactive content without the use of Flash is the possibility that link bait could be more SEO-friendly and indexable.
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  29. Other tags
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  31. The <article> tag represents an independent piece of content such as a blog or news piece onsite. We can presume search engines will put more weight on the text inside <article> tags compared to content on other parts of the page such as <footer> and <nav>.
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  33. Some other tags which could be adapted and used to improve SEO would be <aside>, which represents a piece of content that is only slightly related to the rest of the page, such as an advertisement or sponsor. There’s also <figcaption>, which can be used within the <figure> tag to add additional text under imagery or graphs.
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  35. The <b> tag is one to watch out for. Many people have already started to replace the <b> (bold) tag for <strong>. However, in HTML5, while this will represent a highlighted span of text to draw attention, it will not convey extra importance as it had done previously.
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  37. Many websites have small print that is a necessity on each web page. This can now be incorporated within the <small> tag, which represents the text as fine print and less important.
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  39. Semantic view
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  41. HTML5 enhances the whole user experience because it helps a browser’s semantic view of a page. However, the primary advantage is the ability to divide up a website’s structure to highlight prominent and non-prominent sections and target specific keywords according to importance.
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  43. Sites implementing HTML5 browsers will be able to work out what is navigation or a header (useful for quick previews and screen reader software).
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  45. Many of the changes in HTML5 are significant to SEO practices. However, I believe that a well optimised website, developed specifically for the target audience, remains the most important factor in search engine optimisation.
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  47. To see a complete list of differences from version 4 to version 5 visit: dev.w3.org/html5/html4-differences/.
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