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SEO Onsite Optimisation
Onsite SEO, refers to any optimisation that is carried out on the actual website and website pages.
When people search for goods and services and we are not talking power searches here but just the everyday person looking for a solution to their problem. The average searcher types a key word phrase into the search box and hits search, this is the first hurdle for the company or person undertaking the on site search optimisation plan. Finding out what people are really searching for (keyword research) is the largest and most time consuming part of the on site optimisation job.
As people become more search savvy we tend to get far more specific in our searching we know that searching for broad terms relays far to many results and is not targeted at our problem at hand. We can see this illustration by on (Google.com.au Pages from Australia) searching for 'rent a house' this search returns 259,000 results searching for 'rent a house Sydney' returns 199,000 results and searching more specific 'rent a house rose bay Sydney' returns 13,300 results we could narrow this down even more but for this illustration you get the point.
Finding out what people are searching for before beginning optimisation is the single most important factor to be considered before starting out on the optimisation road. With this said though, a degree of general logic needs to be put into play. Because as we have said earlier off site optimisation is in many cases more important than on site optimisation for the reason we can rank for far more terms with off site optimisation. What we are ultimately looking for though in on site copy is smart copy that is informative about your goods and services, we are not looking to repeat the same keywords over and over again, thankfully as search algorithms become more intelligent at understanding site copy, they are able to understand more about the gist of the site they are looking at.
What a search engine is really looking for is smart copy pertaining to your goods and services, if we step back a few years remember when business always had glossy brochures and when you bought a product it was well supported with quality documentation. Search engines are looking for well written copy that is informative and broad in it's scope. When we talk broad in its scope we look at the value adding side of the site. We are currently building a new site for a local baker, as part of the site is a tips section from the bakers, this allows them to write about how to make your bread rise perfectly every time, or how different flours produce different results. Apart from he general information pages about their goods and services, they are value adding very similar to giving away a quality promotional product with your next marketing campaign .
Value adding your content achieves many things, it gives something back to your market place, it makes you an authority within your market, produces more traffic to your site, but still targeted around your goods and services. Giving something back or value adding is also remembered in the minds of many people, you may of helped them bake better bread, they might not buy bread from you every week, but will certainly remember you and a far more likely to use your goods and services.
This problem of finding out what people are searching for is also made a little easier with the value added content as it is giving the search engines far more scope of copy to draw from ultimately leading to more search results from your site.
The boring technical stuff
There are several key elements to on site optimisation these are as follows
Title of the web page this is singly one of the most important factors but without the others will not do much for you in a crowded competitive market.
Meta description is quite important to further help the search engine find the relevance of your copy, from there it will pull words from your copy and present them to the user when they perform a search.
H1 H2 H3 H4 H5 and H6 tags you will of seen these in Ms Word the heading tags we use them when writing a document to make it easier for our reader to understand and find relevant sections the same holds true in your website.
Bold text also holds weight within your copy again if we were writing a document we would bold parts we wanted the reader to take notice of, this again holds true for the search engine.
Tags these are different to key words, and by the way META key words are useless as they were heavily abused by unscrupulous marketers and have been removed from the equation.
Image ALT tags title and description
Same site link text and link titles
Code description tags <--! begin research --> we are still looking into if these code tags really affect the ranking or search results our logic says they wont as they are meant as informative tags for future developers so the jury is still out on this one.
Code weight this certainly is a factor, having light code and what can be kept off the page off in separate files like Java script and other code related gobble is a good idea, furthermore clean XHTML and CSS further helps the spiders along in finding the much wanted copy.
Your domain name can play an important part, our own domain apart from being a catchy phrase to do with our business having WESEO in our domain name help us rank for key word phrases with brand in them. You can also register specific domain names with your keywords in them and further use the domain name marketing power.
Content URL descriptions, clean easily read URL's also play an important roll in search rankings, always try and use words pertaining to your content.
The much debated PR or Google Page Rank, it does affect ranking to some extent but certainly is not worth all the debate.
One of the problems with search optimisation and why our services are needed in so many cases is it depends on what your competition is doing, and if they are just lucky at No1 or first page or if they to have a SEO firm working in their corner. As there are so many factors that affect the overall ranking from the off site optimisation and the on site optimisation it is extremely hard for a novice to know where to start and how to tackle a competitor whom is a back link monster.
There are over 100 factors that affect the overall results of your rankings, this is the core optimisation techniques behind directory optimising but by no means everything, flatness of site structure, age of domain, type of market you are in also affect your directory listing results. Keyword density, global link popularity, links from social networks, readability, search engine compatibility, how much traffic your site gets and plethora of other factors all add up to help determine your overall search directory saturation and popularity in the indexes. We offer a complete professional search optimisation service designed to take your business to the front pages of Google and other directory services, try us today and discover more clients.
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