The Top Factors for On-Site Optimization

We get asked this a lot! So, here at Fannit, we decided to put together a tutorial that covers the top factors for on-site optimization: If you’re looking for the right optimization of your website, consider the services of a trusted Inbound Marketing Agency to help you get your business to the next level.

best-on-site-optimization-practices

Content Of a Page

Content is important, and while it can be argued that Meta Title’s might play a more important role in ranking for a single word or phrase, content is the most important factor in ranking a website for a large pool of keywords. Also, good content makes people happy, which compels them to convert into sales.

Good Content Solves a Pain Point:

Proper SEO structure and good content go hand in hand. Your content needs to meet your target demographic at their level of pain points and then draw them to a single point of conversion. Every piece of content must be intentional! If you’re content lacks intent, your readers will have no clue what to do which means your website will not be able to convert traffic into sales.

Good Content Gets Links:

This plays off of  my previous point on intent. If you can effectively communicate with a visitor through a specific pain point then you’re going to create satisfaction. Satisfaction is the stuff that causes your website to get inbound links from other trusted sources. Create satisfaction and you’ll win more links and more rankings.

Title Tag

Title tags are the second most important on-page factor for Search engine optimization (behind content).

URL

In addition to smart internal linking, it is vital to make sure that the category hierarchy of a site exists in the URL.

The following is a good example of URL structure:

http://www.dmoz.org/Games/Video_Games/History/

This URL clearly shows the hierarchy of the information on the page (history as it relates to video games in the context of games in general). This information is used to determine the relevancy of a given web page by the search engines. Because of this hierarchy, search engines could learn that the specific web page is not about the general history but about video game history. And, because of this, the web page since a perfect page to appear on search results relevant to video game history. All of this information can be speculated on without even having to process the content on the page.

An example of a bad URL structure can be found as following:

http://www.imdb.com/title/tt0468569/

Unlike the first example, this URL does not reflect the information hierarchy of the web site. Search engines can see that the given page relates to titles (/title/) and is on the IMDB domain but cannot determine what the page is about. And, the reference given to “tt0468569” is not going to indicate anything a user is going to look for. This means that the information provided by the Web address is of very little value to search engines.

URL structure is important as it helps the search engines to understand relative importance and adds a useful relevancy metric to the given page. The structure is also important in the anchor-text context as users are most likely to link the relevant word or words if the URL has keywords placed in it.

Examples of Best Practices in SEO

The pages that contain content are the most productive Search engine optimization elements since they’re the primary drivers of traffic to a website. Ideal content pages should be very specific to a given topic (usually product or an object) and be hyper relevant.

The objective of a webpage must be mentioned straight in the following elements:

The Title Tag
URL
Content of page
Alt Text of the Image

Here is an example of a properly created and SEO friendly web page. All of its on-page factors are optimized.

The content page in this figure is considered good for several reasons. First, the content itself is unique on the Internet (which makes it worthwhile for search engines to rank well) and covers a specific bit of information in a lot of depth. If a searcher had question about Super Mario World, there is a good chance, that this page would answer their query.

Apart from content, this page is well laid out. The topic of the page is stated in the title tag (Super Mario World – Wikipedia, the free encyclopedia), URL (http://en .wikipedia.org/wiki/Super_Mario_World) the pages content (Notice the page heading, “Super Mario World”) and within the alt text of the images on the page.

The following example is of a poorly optimized webpage. Check out the difference from the earlier example of the correctly optimized page.

The figure given here offers an example of a content page that’s poorly optimized for search engines while focusing on the term “Super Mario World”. Even though the topic of the webpage could be found in a few of the important parts of the page, like the title tag and the images, the content is something that can not be matched with the example if the Wikipedia page and the page’s pertinent copy is not of much help to the reader.

Notice that the description of the game is suspiciously similar to copy written by a marketing department. “Mario is embarking on the biggest adventurous journey and he has a friend this time beside him”. The unique thing about this copy is that it doesn’t match anyway with the normal way of writing queries and hence it’s least likely to answer the queries of searchers. If this is compared to the first sentence from the Wikipedia example, which reads, “Super Mario World is the work from Nintendo as a extensive launch title for Super Nintendo Entertainment System”. However, in the case of the poorly optimized content, searchers can only infer that an entity known as Mario is taking on an exciting exploration bigger than any of his past pursuits (this can not be quantified) and Mario is taking along an unknown friend along with him.

This is as opposed to the good example which tells the reader that Super Mario World is a game developed and published by Nintendo for the gaming console Super Nintendo Entertainment System. And, eventually the difference tells when the properly optimized web page ranks higher on both Bing and Google.

A Perfectly Optimized Website (see visual example)

An ideal web page should do all of the following:

It should be highly relevant to a particular topic (a product or some object)
It must have a subject in the 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 (This is normally accomplished with a picture link showing the web site logo on the top left of a page)