Search engine optimisation relies on numerous factors. These factors are always changing, too, due to the search engines continually revising their rules and algorithms. It could certainly be considered a full-time job to effectively keep up with both off page and On Page SEO on your site and indeed many people make a profitable career from providing SEO services.On Page SEO
As a DIY internet marketing professional, you need to focus on those aspects of your website that will make the most appreciable differences when it comes to search engine optimisation and those tried and true methods. Here are some of the top on page SEO factors that require your focus.
On Page SEO – Meta Tags
The keywords you are optimising need to be included in all the tags a crawler is going to use to index your site’s pages. The page’s title, meta description, and keyword tags on all content need to consistently utilise your keywords and phrases.
When considering On Page SEO, remember that the search engine’s spiderbot is going to start at the top of each page and crawl downward so start with the page title as being the most important place for keywords. The page title also becomes part of the URL, for instance, www.widgets.com/top-10-manufacturing-widgets, with everything to the right of the site URL being the page name.
On Page SEO – Content
Of course, you must your keywords in the content on the page, too, preferably toward the front of each piece – in the first sentence. Keyword density, or the number of keyword instances in relation to other text on the page, is important. Don’t overdo, but don’t under-do it, either. In content that is 500 words in length, repeating the keywords fewer than ten times helps optimise the page. Any more than that and you run the risk of your site being labeled as ‘spammy’.
Use synonyms and try to determine what Google believes to be related words and phrases and sprinkle those in if appropriate. If you search a popular search term, you’ll see related searches listed at the bottom of the page.
The headline of any content, sized as H1, is also important. Integrating your keywords in the headlines appears to carry greater weight with search engines. Some SEO professionals feel there is need to add sub-headlines, in smaller H2 or H3 font sizes, but their value is debatable.
Don’t forget to add meta tags to other types of content, as well. Video, images, and podcasts all need appropriate descriptions and keyword tags to describe the content to search engine crawlers.
The file name of images counts toward SEO, too. If you are using a picture of a concert hall, for instance, structure the file name so that it includes the actual moniker of this landmark – a term that someone might search for in and of itself.
On Page SEO – Website Architecture
Set up the overall structure of your site so that it is optimised. Pages that are titled with the most important keywords should be no more than one click off the home page.
Both outbound and inbound links for each page are also an important part of the site structure; use more than just the navigation bar and include links to other pages within the content. The navigation bar is arguably most important, however, as it is usually placed at the top of the page where a bot places greater importance on keywords.
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