In the current SEO scenario the technique of on page optimisation is imperative to make our website very search engine friendly, so that our customers can find it easily. In order to gain maximum visibility across the customers a website should be ranked well by the search engines and there are various parameters like keyword density, title, meta-description etc, which have to be taken into consideration, to achieve proper visibility and consistent performance across different search engines. Nowadays, the search engines also have robust algorithms and their crawlers are smart enough to pick up well built genuine pages from the wide variety of websites available.
On Page Factors Effecting Search Engine Rankings
Some of the vital parameters, metrics and concepts that play a pivotal role in on page optimisation are discussed below. Most of these metrics are controllable and the coding of the page plays a critical role as well.
Title – This is one of the most important parameters, and occurs as a bolded and underlined text in the search results of the search engine. Google reads 70 characters of the title and it should be crisp and descriptive. The primary keyword should occur first and the page tile should be unique. The title of other pages, except for “About” and “Contact Us” pages, should not have the name of the business. Usage of commas and full stops and other special characters should be prohibited as those diminish the quality of the tile in the eyes of search engines such as Google.
Meta Description- The meta description occurs under the title of the page, once the search results are displayed. One should create a description that accurately defines the page. The description of the page should include the competitive keywords and should not be more than 170 characters and Google reads the first 150 characters. The primary and secondary keywords can be used as meta keywords and should not be more than 250 characters and small search engines use it, however, major search engines like Google do not use them. Meta keywords play an important role for search engines like Yahoo and Bing.
Heading- The heading tags play an important role in search optimization and should be definitely used with the main articles headings and sections. It is recommended that the H1 tag have the primary keyword and should be in tandem with the page title and the URL of the page along with being at the top of the page. The other sub headings and subsequent smaller titles can be used as a part of H2 to H6 tags.
URL Structure– The URL or Uniform Resource Locator include the address or location rather than using the IP addresses to communicate with the servers. They include the domain name, then the other pages include the name of the categories, sub-sections etc. For instance, if the main page of a website is known as www.forinstance.com, then a page on email marketing should be named as www.forinstance.com/email-marketing.
Image Title and Alt Text– As the name suggests each image should have a title. Thus, to keep things simple, you can have the page name as the title of the page and the alt text can have additional and relative information about the image. Do not put ambiguous or misleading description in Alt-text as that might diminish the effectiveness of the page. You can use keywords in either the title or alt text of the image, however, unnecessary stuffing of keywords is not recommended.
Content– The content is the king in on page optimization. The content on the page should be original and of good quality along with higher levels of relevancy in accordance with the topic at hand. Do not try to stuff keywords rather let them appear naturally with the flow of thought in the content.
Keyword Density- The ratio or percentage of use of targeted keywords compared to the overall number of words in the page is referred to as Keyword Density. The recommended keyword density is around 3% for most of the search engines.
Keyword Proximity- The closeness between two or more keywords is referred to as Keyword proximity. For instance, if the keywords under consideration are “SEO company in India”, then a sentence where these keywords are close to each other has a better keyword proximity then the one where these keywords are separated. For instance, “XYZ is a famous SEO company in India” has better keyword proximity then the sentence “The Company named XYZ in India is famous for SEO.”
Keyword Prominence- Keyword prominence refers to how prominent keywords are within a web page. One of the best practices is to position significant keywords at the top of the page or in the header of the page.
Internal Linking- One of the major practices of on page optimization to interlink the optimized page with other pages in the website and you can have one or two other pages link back to this page, which you are optimizing. There are two types of linking. One you link different pages within your domain and other is where you link pages of other informative websites or outbound links to your page.
Broken Links– It is recommended to check that all the links in your website are working fine. Broken links does let link juice get scattered across the web pages that causes irritation to the users and the search engines consider it as a low quality site. Consequently, the rank of the site drops.
Canonical Tag– If a domain can be opened by multiple URLs, and then this concept of canonicalization occurs. Therefore, the process of redirection is used, where links can be combined or redirected to a common website. This tag is a part of the HTML header on a webpage, similar to title, meta description tag etc. For example, the common errors of canonicalization are as follows on the web servers of Apache and Microsoft Internet Information Services, where each of the links has to reach the same page.
Page Loading Time– The loading time of the page should be minimal and optimized as if a page takes long time to load then the visitor will quickly switch on to a site, which loads quickly.
Sitemap– The sitemap that has all the outline of the website listed in terms of what are the pages and trees of links, hyperlinks available in the website. There are 2 types of sitemap, namely, XML Sitemap and HTML sitemap. Therefore, creation of a XML sitemap and subsequent submission to Google webmaster tool helps Google to index the pages. The Html sitemap helps search engines like Yahoo and Bing to index the pages.
Social Signal– Include the Facebook page, twitter handle, Google Plus identity and other social media identity of your business on your website. Sharing of content and articles on the social media channels mentioned in the website, is appreciated by the search engines.
Google Authorship- Connecting your Google+ profile, to the work that you do is a part of Google Authorship, which is another modern practice for optimization a page.
Therefore, make proper use of these concepts of on page optimization and improve the page ranking of the pages of your website, which you make with a lot of hard work and planning.