Seo Tutorials

On Page SEO Tutorial Part 1:Basic On Page Ranking  Factors

On-page Optimisation

It is now time to start optimising your web pages. By this stage you should have a good idea about the keywords you wish your site to rank for and some knowledge of who your main competitors are. This unit will show you how to use this information when constructing web pages.

By the end of this unit, you should be able to:

·         optimize the page title of HTML pages

·         optimize the Meta tags of HTML pages

·         optimize your page headings

·         write keyword focused page content and copy

This unit assumes that you have read the last two units of the course, and that you know how to construct a basic HTML web page.

10.1 On-page factors

As we explained in earlier units of the course, on-page factors relate to the code and content that actually appears on your web pages. In SEO, on-page factors are usually distinguished from off-page factors such as external links. Unlike external links, on-page factors are largely under your control as a webmaster, web designer or site owner. This means that they are fairly easy to manipulate in order to improve your search engine visibility.

In this section we will be looking at how to optimise such basic things as:

·         page titles

·         Meta tags

·         headings

·         page copy

·         img alt attribute

In simple terms, the key to optimising your web pages is to focus all of these areas around the main keywords for your product or services - assuming that you have followed the instructions set out in previous parts of this course and have already researched the keyphrases that your website should be targeting.

Note: focusing your pages around the wrong keywords can potentially have a detrimental effect on search engine visibility, so make sure that you have researched your market and competitors prior to attempting to optimise your site.

Before we cover the above topics, let’s have a basic look at the areas of a HTML web page that concern us:

·         Title tags

·         Meta tags dealing with ‘keywords’ and ‘description’

·         Internal links (including the used in internal links)

·         Headings (particularly the first heading <h1></h1>)

·         Page copy

10.1.2   Meta Tags - ‘description’

Meta tags offer information that does not actually appear on the web page when viewed in a browser. The prefix ‘Meta’ comes from the Greek for ‘above’ or ‘beyond’, and in this context refers to information that is ‘beyond’ our view and that we do not normally need to see. These tags include the keywords and description tags and even though these tags have been devalued somewhat there is still good reason to use them.

10.1.3 Meta ‘Keywords’

Many crawler based search engines, including Google, now ignore the meta keywords tag completely. But again to meet accessibility standards one should be included.

The reason that many search engines ignore the tag is because too many sites ‘spammed’ the tag in the early days of search engines. These sites attempted to rank for numerous phrases (sometimes phrases that they were not even relevant for) by cramming every keyword they could think of into their Meta tags. Even today, you will still encounter sites that have an incredibly long list of keywords in their Meta keywords tag.

10.1.4 Internal Links

Internal links are, of course, the links on your site that point to other pages on your site. These are the means by which people navigate around your website. We will cover links more fully in the next unit. At this stage, the important thing to remember when optimizing internal links is to use the keyphrases for the page that you link to in the anchor text of the link. In this way, the link passes relevancy on to the page that it links to.

For example, if your homepage sells gift products and includes a link to another page that aims to rank for the term ‘christening gifts’, your anchor text might appear as follows:

<a href=“http://www.giftsforsale.co.uk/christening.html”>Christening Gifts</a>

10.1.5 Headings

In this context, your page headings are the words that appear between HTML heading tags. These tags are usually run in numerical order starting with <h1></h1> and moving up through <h2></h2>, <h3></h3>, and so on up to <h6></h6>.

The heading to pay particular attention to is your first heading. This is one of the first things that both search engines and Internet users see.

Your first page heading should be placed in the body section of your HTML page. Place it between <h1></h1> tags just before your page copy, i.e.:

<head>

<title>PAGE TITLE</title>

<meta name=“description” content=“PAGE DESCRIPTION”>

<meta name=“keywords” content=“PAGE KEYWORDS”>

<meta http-equiv="Content-Type" content="text/html; charset=utf-8">

</head>

<body>

<h1>YOUR HEADING HERE</h1>

<p>PAGE COPY HERE</p>

</body>

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