The main goal of Search Engine optimisation is to promote your website to gain better Search Engine Listings. Some would argue that not every website needs SEO we however disagree. There are 2 forms of SEO: On-Page & Off-Page. Regardless of whether you are trying to improve your SER or not, implementing correct On-Page SEO techniques will have positive results with your website users making On-Page SEO an integral part of every online strategy.
Our objective is to give you the basic building blocks to enable you to give the best user experience to your customers / visitors. On-Page SEO is all about page content - keywords, images, headings links & titles etc. All WebPages should be designed for your customers needs and not with the sole purpose of improving SER’s.
Before deciding on any content you first need to decide what services / products you are offering? Only then can we determine what your keywords will be.
Choosing keywords for the most part is fairly simple e.g. if you sell tractors then its obvious that your main keyword is tractor. Unfortunately it’s never as simple as that, if you want maximum exposure within SER then you really need to backup your choice of keyword with supporting information. You may say that Tractor is just our starting point; from here we can research what else is linked with the word tractor. Perhaps you sell different brands of tractor so these can be included as keywords. From here we may talk about other farm machinery - ploughs, combine harvesters, crop spraying etc.
Basically the aim is to start with the very basic form of what your business / products are, and then find the common word to describe your product or service. Following that you can add other related information, making your website the one stop shop for information relating to tractors.
Often overlooked the Page Title is a key part of any On-Page SEO. The title is what gets displayed at the top of your web browser, and is one of the first things used by Search Engines (such as Google) to decide who you are and what you do. A good page title would be about 10 words long, containing your name / company and highlighting what the webpage / service offerings are. If your services are bound to a particular region then including this in your page title is also advisable.
E.g. Mr Smith owns a plumbing company in Leeds called Deep Freeze, his services are heating installation and maintenance. A good page title for his home page would something like Heating installation & maintenance in Leeds – Deep Freeze.
When formulating the page title for your webpage remember that your keywords should be closer to the beginning of the title. The closer to the beginning of a sentence, title, or heading your keywords are the more important users and Search engines will rate them. So for Deep Freeze we have focused on heating, installation and maintenance as our first words. This is because users will mainly be looking for the services / products that Deep Freeze offers as opposed to the actual company itself.
All text based content should be well written, relevant and unique. Duplicating content across multiple pages is not only uninteresting for your users, but also search engines will frown upon duplicate content as they will see this as spam. “Who wants to keep reading the same thing over, & over, & over, & over, & over again?”
When writing content always make sure it’s about the services / products you offer, try not to digress too much away from the point. Each page should be about an individual service offering / product; trying to talk about 10 different things on 1 page can lead to confusion from website visitors and search engines. Browsing a website should be a pleasurable experience and cramming everything into one page can make it very difficult to read and find what you’re looking for.
Always remember to use Headings for unique paragraphs. Headings are another great way to show visitors / search engines what a webpage is about. Most people when looking for something in particular will quickly skim read, whether it be a leaflet, business directory or webpage. Having a heading advertising a particular product or service which stands out from all the other text will help users to come to an informed decision on what a page is about.
When writing your content don’t forget about the page title. Remember your content should complement the page title. Make sure to use the same or similar keywords in the content & headings as you have in the title; again the closer to the beginning of a sentence a word is the more important it is to users.
Images are a great way of displaying products & services. They also serve as a key part of any website giving it additional life and depth.
When adding images to your website keep file size down to a minimum. All too often we come across websites where it takes a lifetime to load because a 2” square picture has a massive file size. As well as keeping file size to a minimum never forget to include ALT tags for your images. An ALT is what search engines use in order to know what it is you’re trying to display. Also many browsers will display the ALT tag information whilst the image loads keeping your users better informed on what they are waiting for. As with everything about On-Page SEO try to keep your image names / ALT tags relevant to your webpage services / products.
Images are good but adding video, sound or flash to a website can really bring it to life. Before adding any of these things to your website always do so with caution. Multimedia content can be difficult to ensure compatibility across different systems; just because it works for you it doesn’t mean it will work for everyone. Only use multimedia to compliment a webpage, not as a replacement for good structured well written content. Never try to use rich multimedia content for the critical functions of your website, doing so could have detrimental effects if the media fails to load or function properly.
The above isn’t to say that video, sound or flash should be avoided. Instead it’s a guide on how best to apply these different types of media to your website.
Our SEO Survey is a great starting point for you to get to understand your current On-Page SEO. Evoweb Studio can perform a series of tests on your website, and report back our findings. Upon receiving your report and with the confidence gained from following the above points, you will be empowered with the knowledge to go forth and make the best choices for your website.