On page search engine optimisation [aka optimization]
On page optimisation mainly involves changing the key phrases and repitition of words on a web page so make it obvious what the page is about so that the search engines will realise that the website focuses on specific keyword(s) or keyword phrases.
On page optimisation does not ensure high search engine rankings but in combination with offpage optimisation an overall search engine marketing strategy is far more effective.
On page optimisation is fairly simple however it can be time consuming, especially if there are many pages or sections to the site. If the optimisation is to be done thoroughly and accurately then it should be individually completed for each content page within the site. It won't ruin your chances of appearing in search engines if you don't follow these guidelines but they are the current best practices which should assist in improved ranking.
It is very important to know what keyword(s)/keyword phrases is a page and the overall website is targeting. Below is a list of on page elements in which the keywords should be placed to maximise the benefit and relevance:
- Keywords in the <TITLE> tag(s)
- Every page should have <TITLE> tags. TITLE tags appear on the status bar above the menu bar in a web browser and are the headline when viewing search engine results. It should include your main keywords for the site, page and the topic of the page.
- Keywords in <H1> and heading tags
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Near the top of the page your main keyword phrase should appear within a H1 tag.
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The combination of the TITLE tag and H1 tag acts as titling tags for your page. The search engine software basis its initial analysis on what your page is about from these two tags.
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- Keywords in the body text
- Use your keyword phrases should appear throughout the text of your web page in natural ways and with ttypical fequency. Do not overuse your keyword phrase. Avoid using hidden text. Try your best to include your primary keyword phrase at/near the beginning of your copy and at/near the end of your copy. Use bold to highlight the key phrase somewhere on the page.
- Keywords in ALT tags
- Put a description of a picture in the ALT tag and where appropriate use the keywords from your website in the text.
- Keywords contained in the URL or site address, e.g., http://www.keyword.com/keyword.htm
- Keywords in the <META NAME=”DESCRIPTION”>
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Meta tags are generally treated much the same as the other text on the site by search engines. It is good practice to use the Description and Keyword meta tags and it is one more convenient location to summarise your pae.
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- Keywords in the <META NAME=”KEYWORD”>
- Many search engines don't pay much attention to the keyword meta tag however it is good practice to include them.
Do not stuff meta tags or any other area on a web page with repeating keywords. Search engines have been known to blacklist websites that have used this technique.