5 On-Page SEO Factors To Check In Underperforming Content by Matthew Bertram Ep. 530

Matt Bertram recommends conducting on-page SEO reviews once a month or more, depending on the size of the website and the size of your team. Google changes its algorithm constantly, so pages often need to be revisited and adjusted as competitive landscapes and ranking signals shift.

Google cannot visually interpret images the way humans do, so it relies on alt text to understand what an image shows. Alt text also makes content accessible to visually impaired users. The image file name itself should also be renamed to include relevant keywords, not left as auto-generated names.

Link equity refers to the SEO value a page can pass to other pages through links. Matt Bertram explains that a homepage is the strongest provider of link equity, and linking out to every page equally tells search spiders all pages are equal, which wastes that value and hurts rankings.

Matt Bertram says creating custom images adds value to existing blog posts. Stock photos carry generic, non-keyword file names and do not signal originality to Google. A custom image with a keyword-relevant file name and matching alt text sends stronger relevance signals to search engines.