In this third part of four posts on SEO, I’m considering the best ways to improve on page search engine optimisation.
1. Keywords: Keywords are critical as they drive your messaging, content and search. It’s important that there is synergy between how your site is written and what browsers are looking for. But there’s more to it than filling your web page content with keywords. Search engines have got wise to this and downgrade sites that don’t appear to read well.
2. Meta structure: Keywords need to be built in to your meta structure – the code that sits behind the website. Why? Placing relevant and targeted keywords in the meta description and tags indicates to a search engine bot that your website is genuinely serving content in relation to the keywords in question.
3. URLs: The titles you give to each page on your website should be presented clearly and simply. They should adequately relate to the content on that page to give the search engine bots the best chance of indexing the page correctly. This refers to both the domain (for example ‘www.website.com’) and the sub pages (for example ‘www.website.com/news’).
4. Alt and h tags: Images should have a text-based alternative (alt tag), again to help the search engine bot to index and display information about the image if it doesn’t load correctly. Check that you’ve built in alternative (alt) tags for all images used throughout your website. Copy on web pages should have heading (h) tags. Again, search engine bots place importance on headings and tags as part of the overall structure of a page and the serving of relevant content. Primary and secondary headings (h1 and h2) are generally the most important.
5. Sitemaps: Sitemaps are probably the most important but often overlooked element of SEO. Sitemaps act like a table of contents for search engine bots, allowing them to index the entire site from one convenient text-based resource.
Summary: Selecting keywords used by your target audience and feeding them through the content and code of your website gives it a greater chance of ratings success.
An extended version of this post originally featured on the BDB Blog in October 2010. Click the link to view.