Website Optimization
On the internet today, we have to optimize between great user experiences and algorithmic data.
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SEO ON-PAGE OPTIMIZATION
Search engine optimization (SEO) is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.
SEO refers to the improvement of unpaid results (known as “natural” or “organic” results) and excludes direct traffic/visitors and the purchase of paid placement. SEO may target different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical search engines.
Wikipedia SEO
SEARCH ENGINE PERFORMANCE
Elements, Coding, structured data, SEO, sales copy writing – and more! What are these things and how are they affecting my on-page website performance? We will answer that plus show you how we can help you get that perfect website report grade. Optimizing your webpages is the best way to reach your maximum ROI and allows your content to become a major part of your inbound lead generation strategy. Let’s take a look at a few of the basics.
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PAGE INDEX MENU
TOP FACTORS OF ON PAGE SEO
According to various SEO industry resources, the average of claims to the top factors of on-page SEO & how they relate to the top ranking sites in Google are:
KEYWORD IN TITLE TAG
KEYWORD IN H1 TAG
KEYWORDS IN THE PAGES COPY
CONTENT STRUCTURE
CANONICAL TAG
KEYWORD IN URL
SITEMAP
SCHEMA MARKUP
INTERNAL LINKS
META INFORMATION
IMAGE ALT TEXT
URL STRUCTURE
USER EXPERIENCE (PAGE LAYOUT)
PAGE LOADING SPEED
The above factors are generalized and will work off the bat for any industry, but more specificity should be added respective to your business. Please note that we have omitted some factors that have claim to produce results but in our testing have no effect, therefore anything we have determined is a waste of your time is NOT on the list above.
Google’s search quality ratings says, when it indexes the content of each page it checks factors like:
The purpose of the page
Expertise, authority, and trustworthiness (EAT)
Content quality and amount
Website and creator reputation
AN IDEAL OPTIMIZED WEBSITE PAGE
A web page should do at least the following:
Be hyper-relevant to a specific topic (usually a product or single object)
Include subject in title tag
Include subject in URL
Include subject in image alt text
Specify subject several times throughout text content
Provide unique content about a given subject
Link back to its category page
Link back to its subcategory page (If applicable)
Link back to its homepage (normally accomplished with an image link showing the website logo on the top left of a page)
Content Specificity
Each individual page on the website should be very specific to one thing, item, service. Google will rank website PAGES and not the homepage for every keyword that your business might be eligible to rank for. Match the pages to exactly what they are looking for.
Clean & Orderly
As part of the web design process the information on the page should be organized for maximum results. Give the users what they are looking for front and center. Users want to be impressed and find where they need to go easily.
Answers & Benefits
The message should ring clearly on any page your visitors land on, answer their questions and show the benefits they will receive.
Branded & Trusted
Position your page as the authority in your market, combine a professional looking website page with proofs of your stability, links to your branded profiles, etc.
Calls to Action
Make sure the visitor knows what to do next. Give them an offer, or capture their info to follow up for future sales.
Technical actions
This includes actions we can take on a technical basis to help identify the on-page factors that need adjustments, and also some tasks that can be used for any website to improve it’s search performance.
WEB PAGE OPTIMIZATION
As mentioned, Google does not rank an entire website for keyword phrases (in most cases or unless you spend tons of money on ads). Google will list website pages in order of relevance and helpfulness to the user search intent. Optimizing your individual website pages allows you to show up for related keywords in the “organic” section.
To show up highly in Google search results pages takes more than just on page optimization, however the on page factors are at the top of your priority list. Even if you have a popular page that shows up in Google the poorly designed page may cause visitors to go back and find a better result.
Each keyword you intend to compete for in search results should have it’s own website page.
CONTENT QUALITY
Since you will be creating a dedicated page on your website for every individual target keyword you will be creating a lot of content. As the very first, most important factor on a single web page should be the quality of the written content. Although not everyone is an experienced expert sales copy writer, you need to make sure of a few things that make quality on page content.
On-page content is what the searcher is looking for so it needs to be compelling, relevant, and dynamic. Here are some tips to help make your website content stand out to visitors;
More than 600 words on a page.
Speak to exactly what the visitor is looking for or is trying to do.
Include answers to any common questions visitors may have.
Use images & graphics to illustrate key points.
NEVER copy content from other websites.
Spelling and grammar should be reviewed and edited.
Include synonyms that mean the same thing as the target keyword.
Use a decent font size that can be read easily.
LAYOUT & DESIGN
Google search tends to reward websites that show a high level of quality with compelling, relevant and dynamic content that people stay to read or view and interact with and who come back over again and who share the content to social networks and that other sites link to.
The website layout and design send a lot of signals to the person viewing it. Having a fast loading, well designed website with the above mentioned quality content is a sure way to keep visitors interested and establish trust.
If website visitors get frustrated with the design layout, can’t find what they need, or generally distrust the way it looks they are out and headed to a different website.
Bounce Rate = is when someone hits the BACK button and looks for a better website it sends a little signal to Google that your web page may not be the best result to show to their users, which is NOT GOOD for you.
You may want to check on how well your website looks and how easy it is to navigate most important pages & posts. You can do this yourself but it is always best to ask your friends, family, customers, and employees if there are any potential problems with the current website design. Here are a few areas of web page layout design to check on:
Mobile Friendly Test – make sure that your website looks the same in mobile format on all mobile browsers and operating systems (IOS, Android, Chrome, Firefox, Opera, Internet Explorer, etc)
Mobile Menu Layout – the menu of a website should be minimal as possible and categorized into sections that are expandable. Make sure the menu items categorization makes sens, and use short concise text.
Clear calls to Action = As part of your lead funneling system make sure the visitors are seeing what they are looking for. If you sell a product make sure the info and purchase buttons are at the top. If you sell a home service make sure they can either call or fill out a contact form right away.
TECHNICAL ON-PAGE FACTORS
Once you have the above mentioned basic foundation of a good website in terms of great content and a winning design layout it will be time for considering a few more technical factors that can help further move the needle in your favor.
TECHNICAL SEO INCLUDES
A “tag” is a code snippet that can be used in HTML for specific purposes and is often used when optimizing a website or page for a specific desired result.
Domain age (the longer that a domain is registered the more signal of trust it has around the internet)
Google & Bing verification codes
Google analytics (website visitor & conversion tracking)
Meta Data & Tags (descriptions, titles)
Schema (or JASON-LD) Markup Tags
Open Graph & social sharing tags (properly formats the pages to be shared on social media)
Custom header tags (depending on the site, niche, or desired result)
Properly implemented tags in sequential order of priority to keyword
Geographical relevant tags
Tracking keywords performance (what is the website ranking for in addition to the KW targets)
Embedded Links
URL structures & content silos
Checking for broken links (internal & incoming)
This is simply a sample of some important items regarding technical seo considerations, there are many more things we can do but we cannot say them here, contact us for more information if you are interested.
WHY IS SEO CHALLENGING?
It would be unfair to the search user if Google were to release their secrets. If that were to happen then you would have a mess of bad quality spammy websites and no one would ever use Google.
Think about it, the search engines protect their interest, and their interest is the search USER.
No one but Google knows exactly how their search engine ranking algorithm works to the precise details (some might say that Google themselves may not know exactly how it all works now) – back to the point. Many tests over the years have proven these key points to be what works, but “SEO” is a moving target – meaning that it changes all the time.
Google has mentioned they consider over 200 signals when placing website pages in the search results index. That means at least 50 of those changes have been significant enough to cause digital marketers to adapt and find out what changed.
Even though the SEO target is always moving, by following “best practices” mentioned in this article (and staying away from cheap SEO services) you can have great lasting results.
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