There are a number of facets to the world of Search Engine Optimisation (SEO), but for a website to rank highly for Google, Yahoo or Bing, individual pages have to tick some crucial boxes.
This is where the domain of on-page SEO becomes a practice all to itself. It is one thing to have traffic come through to the listing, it is another to have an entire website jam-packed with quality content.
The good news is that on-page SEO can be broken down into important segments and once they are catered to, the ranking will skyrocket.
Two key elements are at play here – the HTML source code and the content.
Essentially any alteration made within the website itself falls into the category of on-page SEO, while external sources such as social media, Gumtree advertising and anything that occurs away from the site is classified as off-page SEO.
While the industry is always adapting to new trends that evolve from market forces and new technologies, there is a select group of basic practices that will improve on-page SEO if they are implemented properly.
They do not require any extensive knowledge or education, just the ability to apply these principles in the correct place.
The title has to be the overarching statement that describes exactly what your business, group or hobby is about.
It cannot be too vague or ambiguous to cater to a wider audience because SEO traction is gained when a specific search tracks your site down.
For example, a landscaper who specialises in hedging and based in Randwick should not opt for a title that says “Landscaping Sydney”. Instead, their title should come across as something like “Hedging and Landscaping Randwick”.
The search engine will appreciate having to do less work as they will nail down exact terms that a potential customer types in.
This is not going to solve all SEO issues, but a page title that describes in detail what they are about will have more success.
Be Clever With Keywords
In the instance of keywords within a blog, article or any type of written content that will pop up on your website, it is important to have those terms included without going over the top.
Consider them reference points for new paragraphs or occasions when new material emerges for an event or news item.
The saying “less is more” can apply here for that hedger in Randwick, where they would be best served not using the term “hedging” or “landscaping” more than a handful of times per page.
The general consensus is that a keyword should be viewed at least in 2% of the time but no more than 5%.
This can get a little tricky to navigate around, particularly for those that are not trained writers, yet it is always advised to bring out a thesaurus and play around with the keywords in the event of consistent repetition.
When you are formulating a webpage that allows customers to view your expertise, background and work online, it is vitally important that the meta description is not discarded or overlooked.
This is the domain that is used to expand on the points you were trying to make with the title, but did not have anywhere enough room.
Continuing on from the hedging example, this professional could go on to write something to the tune of: “Randwick’s hedging and landscaping professional Billy Smith offers grand designs suiting any native garden at a competitive rate”.
Once that has been formulated, meta tags come into the equation. These are all keywords that will be an acknowledgment of the title and meta description.
Terms like “Randwick, Hedging, Landscaping, Grand designs, garden, competitive rate” all can be utilised as meta tags.
Using an application such as WordPress will allow you to include these important extras before pressing that publish button.
If the reader is bored by the page that is published online, chances are the search engine will be similarly turned off.
This is where elements like video, imagery and audio can spice up the production value and engagement, ensuring on-page SEO is catered for.
Any type of multimedia content that is uploaded in this context requires titles, keywords and descriptions, allowing for more opportunity to drive home what the site specialises in.
Follow those same principles when including a YouTube tutorial or poster advertisement.
If left to their own devises, URLs can become bloated and unrelated to what the website is about.
Keeping it short and simple is the best way of obtaining the best SEO results.
Ensure that keywords that relate to the titles, heading and written content remains consistent because anything that ventures outside of that will be harmful for search engines.
Have the keyword run immediately after the link to maximise the quality of the URL.
Elongated paragraphs that pack in sentence after sentence do not work. Search engines, much like the reader, simply do not respond to that style of writing.
What stands out to them are pages that are broken up into key points under large headings and smaller sub-headings via tags. These are broken down into different categories.
H1 tags are for a main title at the very top. H2 tags are for key sub-headings. That can go even further with H3 and H4 tags respectively.
Each time the writer ventures down the tags, the title should be more specific. For this example, we would have an H1 for “Landscaping”, an H2 for “Hedging”, and H3 for “Randwick” and an H4 for “Brush Cutters”.
Applying these techniques individually will not yield great results. They have to sync in together because each department work in cooperation.
On-page SEO incorporates the title, description, video link, URL and meta tags. Be creative, be specific and be consistent with your website and the SEO results will provide genuine dividends.