You will no doubt of heard the terms ‘on-page’ SEO and ‘off-page’ SEO. On page optimisation refers to the search engine optimisation process of preparing your website pages for the search engines. This is not to say that your website content should be written for the search engines, far from it. Your content should engage with your visitors primarily, but there are ways of ensuring that the content is structured in such a way that gives it the best chance of being noticed by the search engines.
Our SEO specialists at Soar Online have years of experience knowing how best to structure your website pages and content in such a way that will be advantageous to you and likely to give you an advantage over your competitors. For example:
This is measured by the speed of which the pages on your website load. This sometimes called ‘page load’ or ‘site speed’ which is actually slightly different, being the average load time given the page load times of a selection of pages from your website.
Simply put, the faster your website loads the better the end-user experience will be. The better the user experience the more conversions you will have and the more Google will like your website. Remember, as far as Google is concerned, it is all about delivering the most relevant results as quickly as possible to the end-user.
Our SEO specialists can confirm that both site speed and page speed are used as part of Googles ranking algorithms and used to rank pages of your website.
Remember though, your website should be user friendly not just search engine friendly. Page load time is just as important to your end user, your visitors, as it is the search engines. We now live in a fast digital environment and many of us view pages on the move. It is important to get the results we want quickly. This is also relevant to ‘bounce rates’. People who have to wait for longer loading page times will quickly ‘bounce’ from the page, leaving as quickly as they came. This increases your bounce rate which can send a negative indicator to the search engines indicating that the page is irrelevant.
There are a few technical things we can do to help you deliver fast load times and our SEO team will work closely with our Web design team to:
Keywords & Content
We do not encourage ‘chasing keywords’, website content should be written in such a way that delivers user friendly, informative and relevant content. However there are ways of structuring the content that delivers this whilst giving the page a good chance of being indexed and ranked within the top search engine results pages.
The web page content should be ‘relevant’. If you look at a web page and struggle to see what the page is about, then what chance do the search engines have of categorising the page content? Your content should be written carefully with primary keywords being used where possible. The careful use of synonyms can help search engines understand the ‘theme’ of the page.
The ‘keyword’ tag was a place where you could organise keywords and list them in the page with a view to telling the search engines what the page is about. The use of the keyword tag is no longer relevant and is not used by the search engines any longer.
Google has further developed the way it delivers content to its users and in recent years we have seen the development of semantic search optimisation. When delivering results to the searcher, Google has to deliver the best results to each of us depending on what we are and have been looking for. Someone for instance searching for ‘Panda’ maybe looking for information about the animal whilst someone else searching for the same maybe looking for a make and model of a car.
When looking to deliver the best results to its users Google will consider:
SEO Anatomy – What’s What?
The page title appears in blue text and is in bold when shown in Google’s search results page. The title is also shown in the browser bar on the page. Titles are important when considering search engine optimisation and should be optimised in a certain way. The title should have a certain number of characters and should include your keywords without the use of stop words. Each of your page titles should be unique. It is important that your titles are optimised correctly or your page will struggle to rank well.
The Meta description is the description that appears underneath the page title on Google’s search results. Meta descriptions are what will entice the viewer to click on your listing. Whilst the Meta description has no ‘on-page’ SEO value, it does help with click through rates and Google measures your click through rate. This helps Google judge whether your content is of interest to the visitor or person searching Google.
In sales terms you should think of your Meta description as a call to action. This is your opportunity to deliver a quick message to the person viewing the results. The Meta description should be optimised properly to ensure that it reads properly in the results. It should:
- Have a maximum number of characters to ensure it displays correctly in the results page.
- Have your primary keyword and a secondary keyword in the description.
- Provide a clear and compelling reason for the visitor to click the listing and visit the web page
- Include the keywords in such a way that it offers a clear and precise description without stuffing keywords into the description.
Your website URL should be ‘clean’. It is important to ensure that we void the use of characters and numbers unless these are specific to your products. URLs should be optimised to include keywords and each word should be separated using a dash.
Heading tags are used in the pages of your website to highlight important parts of the page. Each of the header tags should include your primary keyword and should complement the URL and the page title. Header tags are usually denoted as h1 through to h6 and reflect the importance of the content accordingly. So your H1 will have more relevance that your H3 or H4.
Your H1 is the most important and this should include your primary keyword with your h2 offering a brief description of the page summary. The h1 should appear near the top of the page.
Structuring your internal links is important. It helps search engines and visitors navigate through your website and also gives search engines an indication to the importance of pages. If your primary keyword is used elsewhere in your website then linking from that keyword to your relevant page will help google know that this is the page you feel is the authoritative page for this content.
When optimising your internal linking structure our SEO team will ensure that your internal link profile is correctly optimised by checking:
- Broken links
- Poor internal linking
- Complex URL
- Dynamic pages
- Error in Robots.txt
- Orphan pages
- 301 pages
- 404 pages
Many website owners overlook the importance of correctly optimising images on their website. Any image used on your website should be optimised so that search engines can read the image. Most images play a prominent part in your website and with this in mind should include your keywords, both primary and secondary keywords.
Our SEO team will optimise your images ensuring that each of the file names are correctly named with the use of keywords correctly structured. We will also correctly structure the ALT attributes for each image being careful not to over optimise the images on the page.