A deeper look at on-site SEOHow to make sure your website is indexed andoptimized for search enginesBy Mary Hirst
Search Engine Optimization (SEO) is the practice ofimproving natural listings on search engines so thatpeople can locate your website more easilyThere are two strands of SEOOn-page: The content, keywords, images, etc that youplace on your websiteOff-site: The backlinks and social media that drivepeople to you
On-page optimization is the base starting point for allcampaigns
Keywords are significant because search engines indexthem in databases and look them up again when internetusers type search terms.Competitor analysis is one of the best ways to startidentifying keywords, and keyword suggestions tools canalso be helpful.Keywords
What your competitors are doing?What keywords do my competitors use and to whateffect?How did they optimize these keywords?What meta data and title tags are my competitors using?What URL extensions did they choose?
Keyword suggestion tools can also help you identify popular keywords and terms. Google insights can be used to research trends.
Choose only 4 or 5 keywords to work with. Select them by popularitysearch volume and relevance.
Long-tail keywordsWhen you start researching keywords you will notice that short phraseslike “Croatia holiday” drive more traffic than long-tail keywords like“Croatia holiday rentals in Bol”.That said the competition for the short phrases is sometimes immenseand with the best SEO in the world you may not get a high ranking.Therefore it is good practice to select some high relevance long-tailkeywords. Because they are less competitive you may be able todominate these areas.
Content is kingSearch algorithms are constantly changing but one thingremains the same. Google always places high priority tothe content on your web page. Page URLs, Titles, Heading1 &2, and the image alt tags are for keyword placement.
Content selectionsStrategically place the keywords in these areas of your website.Homepage URL or secondary URLsIf you are using a content management system, simply turn onthe user friendly URLs feature and type the keywords youneed.Meta tagsThe meta data descriptions placed within the head of the webpage provide information about the content of your website.The meta description will also appear in the search listings.
Content selectionsThe meta data description should be between 70 – 180characters, there is no advantage in making them any longer.There is some debate about the importance to meta keywords,but most people still insert four or five words into the metakeywords section.There may be some pages in your website that you don’t wishthe search engine to index, you can use the meta tag robot ‘noindex’ command to achieve this.
Text/HTMl ratioOut of all your code and text, aim for 25 – 70% textideally.You can check this score on Woorank.com
Content optimizationWhen you write quality content for the user, theywill reward you with Facebook likes, social mediabookmarks and shares and they will trust yourwebsite. This in turn will also help your SEO efforts.
Content optimizationIn the future, search engines will look at html 5 elementsand semantics like <article>, <nav>, <header> <section><figure> to evaluate what type of content you have.Micro formatsMicro data also helps search engines identify contenttypes and improve the display on the search engineresults page. In the future they may have a bearing onSEO, learn more at www.schema.org
The importance of Social mediaPut social buttons on your homepage
Evaluation and analysisSEO is a practice and a discipline requiring constantevaluation and tracking. Websites like:www.markosweb.com and SEO Moz pro’s on page scorecard, can give you a full analysis of how you are doing andthey also provide useful suggestions for futureimprovements.
If you are new to SEO, improving your on-site strategy isthe first and fastest step in the process of boosting yourwebsites ranking.The main skills of SEOAbsolute focus on keywordsMethodical approachConstant evaluationStaying up-to-dateOn-site optimisation will greatly improve your webranking and boost your natural listings.