Now that I feel link building has been substantially (not including the advanced strategies of course but enough to fill up a blog post series), it is time to look at what makes good on page SEO. On page SEO is very important and is perhaps the easiest aspect of an SEO campaign to get to a satisfactory level.
I will go through the top 5 items that are the most important, in no particular order:
Title tag: The use of targeted search terms throughout the title tag is very important. If you are targeting “iPhone store”, then make sure that both words are in the title. For less competitive search terms that are more than one word long, the particular order of each word does not matter so much. But for a highly competitive term it is best to have these together.
If you are planning on targeting a few keywords within the title, they can be mixed to make grammatical sense. It is also best to have the most important keywords at the front of the title tag – or the furthest to the left. Like us, search engines read information left to right, top to bottom, and place more weighting on the words that come first.
Domain name: If you are starting out with a fresh domain, it is always good practice to include your most competitive or most important keyword in the domain name. For example, if you are looking to start a fridge repair company, it is best to have something like www.fridgerepair.com.au, not www.aceappliances.com.au or whatever the company name is.
H1 heading: Similar to a newspaper, if you don’t display what the content is about with the heading, how is Google supposed to know what it’s reading? As with the page title, you need the targeted keyword towards the front of the h1 heading and only ever have 1 h1 to a page. Breaking the page up logicially with h2s and to a lesser extent h3s also help.
Internal linking structure: Using anchor text throughout your site pointing to pages that are using a keyword is very important – especially if you own a large website. Using anchor text such as “Click here” is next to useless – unless you truly do want to rank for “Click Here”. But good luck beating Adobe Or the Queensland disaster relief appeal for that one. The use of site wide sitewalks in the footer are very handy for optimising internal linking.
Keyword in the URL: This is one of the most important factors for larger website. Using PHP determined URLs are useless for SEO. www.website.com.au/?p=143 tells Google that the page is about 143, so unless you run a maths website this is not ideal.
Ultimately you would like something like: www.fridgerepair.com.au/westinghouse/sydney. You can clearly see what this page is about: the website is about repair services for Westinghouse fridges in Sydney. Which is exactly what you want Google to know!
See you back here next week for Part 2!