Basic SEO Article - Focusing on Quick Optimization techniques for the newbie
Basic On-Page SEOOn-page optimization is often ignored by the top sites on Google - after all, who cares about a few percentage points when you can literally buy your way to the top of the search engine result pages (SERPs) with a bucket-load of inbound links?
Today I’ll discuss a bit about why, contrary to common practice, why on-page SEO is so important and then tell you how you can quickly optimize your web pages even if you have very little time!
On-Page SEO - The Benefits
A lot of webmasters (including some self-proclaimed SEO experts) claim that on-page optimization is obsolete - that the only thing that matters is off-page optimization (i.e. link building).
So is that true?
Actually, like most SEO hype, there’s some truth involved. Inbound links have become the overwhelming determining factor in a website’s search engine rankings, but there's more to the story then that.
Why bother with On-Page SEO?
Here are just three reasons off the top of my head:
- With everyone chasing after links, the playing field is leveled somewhat. This means that well-optimized pages will have a better chance of ranking higher if they might not beat the top websites on link count (but come close nevertheless).
- Because of keyword spamming, search engines paid more attention to links. Now, because of link-spamming, search engines are moving back towards paying more attention to other ranking factors, including on-page optimization.
- Over 90% of your competition probably doesn’t know how to optimize their web pages, or are doing it wrong, or are probably committing some sort of search engine spamming, so that you can immediately place yourself within the top 10% of your niche by just spending a few minutes on each page and getting things done right (or hiring someone to do it for you if you have a huge site).
I’ll be honest. No one knows exactly how important
on-page optimization is. Of course, you should still be
paying a great deal of attention to link-building, but the
key is this – link-building is a long-term process, whereas
on-page optimization a short, one-time thing. With its
obvious ranking benefits, why wouldn’t you be optimizing
your web pages?
On-Page SEO – A Quick Tour
Before I go over the techniques, I want you to remember
these things:
Search engine optimization is a lot about doing things in
moderation – you can’t do too little of it otherwise your
pages won’t rank at all, and if you go too far (and start
spamming the search engines), you’ll get your website banned
and essentially kiss your online business goodbye.
Secondly, before you are optimizing a particular page, make
sure you write down a short list of core keywords for that
page. This is extremely important – search engines rank
pages, not websites, so all your efforts should be directed
towards making sure individual pages rank best for their own
primary keyword.
Title Tag
The Title tag is where most webmasters make serious mistakes
(in case you didn’t know, the Title tag contains the text
that you see on the top of your browser window). Now the
best way to write a Title tag is to make sure that you get
your best keywords for that page in there. Don’t bother with
words that are not needed, such as “and” or “the” – stick
with your core keywords.
Using the example of a website owned by a professional
resume writer looking to start their online business, for
the home page you would probably use the following Title
tag:
“Professional Resume Writer | Guaranteed Resume Writing”
Not only do you have your core keywords in there, you have
also managed to combine them in one line without using the
needless words like “and” and “the”.
Of course, you can always go too far and stuff the Title tag
with as many keywords as possible. If you are thinking about
doing that, DON’T! That sort of optimization will land you
into trouble with the search engine algorithms, which
automatically flag any website that uses spammy optimization
techniques – and once you are “red-flagged” like this,
you’ll be going down, not up in the rankings.
The next step is to take care of all your header tags.
Header Tags
Also known as H1 and H2 (and so on) tags, the header tags in
your page give the search engine spiders an idea of how your
page is structured. Therefore, if you can put in important
keywords that are relevant to your page’s content in the
header tags, the search engine will then “know” that this
particular page contains information on topics relating to
those keywords – thus helping your page rank better for
those keywords.
It’s actually simpler than it sounds. Sticking with the
“Resume Writer” website, let’s suppose you have a page
that’s titled “How to write a Resume” (bear with me here).
Now, you might have two sections on that page – an article
on resume writing and general resume writing tips. Now
instead of lumping it all together, here’s what you could
do:
- H1 tag for the page heading – including a variation of the Title tag
- H2 tags for both sections – “Resume Writing” and “Resume Writing Tips” in this case.
Textual Tags
When a search engine spider is scanning a page, it’s
looking for several factors to determine what is
important and what’s not. In particular, it looks for
text tags – bold, underline or italics, to help it rank
the page. Why?
Quite simply, the search engine spider is programmed to
“think” that any text that is put in bold, italics or
underlined is considered important information by the
user, and therefore it “might” be important. This is
where bullet points come in handy as well.
I said “might” be important because search engine
spiders have very sophisticated algorithms that look at
hundreds of other factors, including the relevance of
the surrounding text.
So if you concentrate on putting bold or italics tags
around your core keywords (while maintaining a natural
flow of content), you will be directly improving the
chances of a search engine spider ranking that page
higher for those keywords.
Similarly, if you have an important list of points that
you want to emphasize (or perhaps summarize), you could
put them in an ordered (numbered) list or just a plain
bulleted list on your page – this will set that portion
of text apart and alert the search engine spider that
this text is more important.
The Image Tag
This is an interesting tag because it’s not that
widely-used, and when some webmasters do use it they
tend to stuff the tag with keywords in a futile attempt
to influence search engines.
The Image tag is supposed to help the search engines
“read” into what the image that you are displaying is
about – thus the need to plug in your relevant keywords
into the tag. Note that if your image is, let’s say, a
picture of a hiking resort and your website is an
adventure tours business, then you might plug in
keywords that relate to hiking resorts – remember to
focus on the core keywords for that page and not just
the website on the whole.
About the Author
Brad Callen
SEO Professional, owner of
http://www.seoelite.com and
Internet Marketing Consultant for
http://www.Textlinkbrokers.com.
