best practise on page seo guide

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Best Practise On- Page SEO

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A simple guide into understanding the changes of search engine results page. This provides some insight into the wolrd of on-page SEO.

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Page 1: Best practise on page seo guide

Best Practise On-Page SEO

Page 2: Best practise on page seo guide

Content

Introduction

Key Elements to SEO

Summary

Page 3: Best practise on page seo guide

IntroductionSearch engines have become our prime resource for individuals searching for a business, product, service, person or information. Over the years, people have changed their purchasing habits both in their personal and business lives. For many the internet has become like a third arm and as our dependence on it continues to grow, so does its power.

What does this mean for businesses? It means accessibility is key, as the internet reliance consumes us, the importance of being found for businesses increases. Every business needs to adapt and embrace the client searching landscape, particularly B2B companies who lag behind their B2C counterparts.

Businesses no longer need to spend thousands of pounds on advertising , invest in large sales teams, or conduct a mirage of meetings. Every business with a website has the potential to get found by more clients online through search engine optimisation (SEO) and inbound marketing.

This best practise guide offers an insight into search engine optimisation, commonly referred to as SEO.

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Introduction

SEO

On-page Off-page

On-page SEO are all the factors taken into consideration within your website which attribute to your search engine results page (SERP).

Off-page SEO are all the factors taken into consideration outside of your website which attribute to your SERP.

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Search Engine Result Pages

Last year, marketers focused on strategising which keywords to place across their web presence in order to increase their SERP. We witnessed a multitude of companies proclaiming to propel businesses onto the first page of Google by using a multitude of techniques.

But the landscape of SEO has evolved, with relentless changes by Google, its search algorithm has taken us into a different direction. And whilst keywords, links, meta descriptions remain important they now contribute a smaller proportion to the key ingredients of SERP.

25%

75%

On-page

Off-page

Previous focus on keyword, content and website structure, known as on-page SEO only accounts for 25% of what actually impacts your position in SERP.

The other 75% is made up of compelling content, news updates, blogs, co-marketing, social media, link building and PR, more details of which can be found in our guide Understanding Off-Page SEO.

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What is on-page SEO?

Search engines used to measure the relevancy of a website based on how many times a keyword was used within a website. And of course we witnessed an eruption of webmasters stuffing content with keywords, creating uninteresting, unfriendly and poor scripted content. These keywords littered the website and could be found in various prominent places.

KeywordsURL

Page Title

Meta TagDescription

PageHeading

PageContent

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What is on-page SEO?

Now search engines function differently. Keywords are still vitally important. However the quality of the content is equally as important, so forget the continual repetition of the same word, regardless of the quality of the ‘read’.

Search engines are crawling websites for quality written content which is appropriate and which has connections (links) to other relevant sites. Websites are now being rewarded for the authenticity of their sites. For B2B companies it’s an opportunity to showcase expertise, to produce authoritative articles which advise and educate the reader whilst still incorporating keywords.

It’s also important to update websites regularly with relevant content. Most established businesses now operate with a content managed section to their website, which allows for easy instant updates. To cease control of the ability to update your website is an absolute must in today’s internet world, as search engines check the frequency of your website, rewarding those who update frequently, pushing them further up the search page rankings.

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Content

Introduction

Key Elements to SEO

Summary

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Key Elements of On-Page SEO

Keywords

Content

MetaTagsMeta

Descriptions

Web Map

Links

Updates

Core company informationRegular quality updates

Key Elements to On-Page SEO

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Keywords

KeywordsSearch engines scan and rank your website content based on two key drivers, relevancy of your website content and authority built through your website content. So the first step is to identify what keywords are searched for in relation to what you are selling to ensure the search is relevant.

There are normally several keywords and phrases being used, you can check this through the Google Keyword Tool to view the volume of searches. Your descriptions of products and services should naturally include your keywords. But as the competitive landscape for most businesses is fierce you’ll need to think laterally about your keywords. We recommend 2 sets of keywords your core keyword which are the bedrock of your product/service and lateral keywords which maybe seasonal, or as a result of external drivers, such as the environment. Let’s take an example of a double glazing company.

CoreKeywords

LateralKeywords

Double glazingDouble glazing offers

Double glazing repairs

Insulation tipsRetaining house heatWinter heat tips

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Content

ContentOn-page content is an acute component of on-page SEO. Content is what the search engine crawlers need to associate your page with a set of keywords and/or key phrases and thus rate your relevancy.

Effective websites which focus on keywords but which retain their target audience experience as their prime emphasis, will organically build keywords into their content. Remember your first objective is to generate traffic to your website, the second objective is to convert those visitors into consumers or clients, you don’t want your content to dis-engage visitors, there is no point generating thousands of hits a day if no one is buying from you.

Knowledge about your product or service, insight into your target audience and creative thinking, should generate a multitude of content ideas upon which you can build your content strategy, simply writing your content describing your product/service will not suffice.

ContentEngaging

Useful

Current

Concise

Relevant

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Meta Tags

MetaTags

Meta tags are the official data tags for each web page that are found in between the open and closing head tags in the HTML code. The mostpopular Meta tags are the title tag, meta description, and keyword tag.

These tags alert search engines with relevant information describing the content of the page, which helps the search engines decide if your website is an appropriate listing in response to a particular search query.

If your product or service is seasonal, create a page strategy to introduce new relevant pages. Your website does not need to remain structurally static, change it, utilise it, prioritise it – own it!

[email protected]

06 45 AM 20/03/2013

Effective websites

Creating effective websites with an expert team

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Meta Descriptions & Title Pages

MetaDescriptions

Title Tags

Title tags and Meta descriptions are two of the most important tags when it comes to SEO and enticing potential visitors to click through to your website. A title tag is an HTML tag which contains a sentence of text describing the contents of its associated webpage.

Meta descriptions are what appear on SERP describing the content of the page being linked to. While these descriptions are not used by the search engines to determine relevance, they are used by your visitors to determine said relevancy and entice them to click – think about when you search!

You almost always read the description of each link before deciding to click, right? Or at least skim. Make sure you include your keywords and the main call-to-action right in this description.

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Website Map

WebsiteMap

A website map, sometimes referred to as website structure or navigation, determines how easy it is for your web visitors to find information, products or services.

Segmentation of your content into bite size chunks allows your web visitor to digest, decide and move on or move off. It’s absolutely crucial you structure your website map with the prime focus of producing a user friendly website map. But also remember the importance of meta tags, page tags and of course the descriptions, when planning your website map.

User friendly

Number of pages

Page titlesPage descriptions

Logical

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Links

LinksSearch engine algorithms rank web pages based on numerous factors. The basic premise is that a page will show up in search engine results because the website had mentioned the terms that were being searched for on the website page. Of course, many websites use the same keywords on the same page

But in order for search engines to determine how these pages should be ranked, they take into consideration two major factors:

Links increase the authority and trustworthiness of a page to search engines, which increases the overall authority of that website. Links help search engines connect the relevancy of a page with specific keywords - based on the keywords that are used in a link’s anchor text. Learn more about links in our guide The Truth About Link Building.

Quantity of the links pointing to

your website

Quality of the links pointing to

your websiteFactors

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Updates

UpdatesLong gone are the days when you wrote your website content and reviewed 12 months later. However it’s a typical error of many businesses who invest in the development of a website but fail to maintain relevancy.

Keeping your website updated with news, information or guidance has a multitude of benefits for your web visitors giving them a reason to return to your website. But remember search engines check how often you update your website, the more you update, the more the check, the higher you will be placed in the SERP.

A growing trend is to outsource website content maintenance, this ensures the site is updated regularly, regardless of business priorities which can often be a barrier to consistency of updates. Checking a news section on a website sits within the top 3 pages checked by prospective clients (B2B) who perceive it as a reflection of a company’s efficiency and industry insight.

Updates

Search engines

Return visits

Efficient

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Content

Introduction

Key Elements to SEO

Summary

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Summary

Keywords

Content

Meta Tags

Meta Descriptions

Web Map

Links

Updates

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Summary

There are endless articles, guides and proclaimed experts professing to have all the answers in positioning businesses on the first page of a search engine such as Google.There are plenty of SEO companies in UK that can effectively put a plan together for your business. Obtaining some knowledge into the theory of SEO will place you in a position of confidence when selecting a SEO or website development company.

What ever road you take towards obtaining a prime search position, don’t let it be to the detriment of your web visitor experience.

Continually review your keywords by monitoring monthly search volumes and analysing the source of your website traffic. Plan any seasonal words well in advance, produce a content, link and distribution strategy. Explore a range of long tail keywords – think laterally, use some imagination to generate creativity.

Constantly research your market and target audience the more you know, the greater your insight, which will generate content ideas and mostly importantly engagement with your web visitors.

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Summary

One tactic used to quickly thrust your business onto the first page is Pay Per Click advertising (PPC). But a PPC campaign is only as good as the last cash injection you pumped into advertising.

Statistics show that nearly 80% of internet users completely ignore sponsored links in any case, and nearly as many don’t ever go beyond the first page of results to find what they need on Google.

This is a clear indicator that money will be much better spent on a long-lasting SEO campaign such as Off-Page activity.

The average internet user in the UK spends almost 40 hours each month browsing the internet, and these users spend nearly 25% of their disposable income on internet purchases.

For more guidance refer to our guide, Understanding Off-Page SEO.

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