Dec
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12/5/2011 1:38 PM
What you need to know about On Site SEO
As my experience in the ever changing world of SEO increases there are some very important things you need to know about SEO for your business. With these you will find an increase in web traffic, improved rankings, more leads and increased revenue. Without these you will get frustrated and waste a lot of time, resources and revenue. It has been my experience that if you set aside an appropriate budget and don’t take short cuts you will find that your website will produce more leads and sales then most any other form of Internet Marketing. Let’s start with the first thing you should know about On Site SEO:
Crawlability:
It is imperative to make sure the Search Engines such as Google, Yahoo and Bing can crawl your website. What this means is the search bots go into your website and start reading what is in your website and more specifically in each web page. The way you do this is to create an XML sitemap and submit it to the search engines. This is an invitation for the Search Engines to go into your website and review the changes you have done. In addition, make sure you have good site structure and if possible make sure you have keyword rich keywords in your URL. Also, put links to other pages to your website throughout the content or at the bottom of each web page. This will help the search bots navigate through your website. Bottom line is if the search engines don’t know one of your pages exists then it won’t be found.
Site Structure
Provide a site structure with strong functionality, which helps encourage link building. Linking to both trusted outside sources and internal content shows a search engine you care about users getting the best data around their query. In addition, HTML sitemaps ensure a good user experience and help search engines discover all your pages and content.
Content Hierarchy
When you plan your website’s content hierarchy, take care in aligning your content with what searchers are looking for and their intent during their journey on your URL. Basic keyword research can also help you understand how searchers are interacting with search engines, and can help craft your content strategy. Also avoid placing links and content inside rich media applications, such as Flash and Silverlight, which make it almost impossible for crawlers to find and read the content. Just gotta have your rich media? Not to worry. Make sure a solid downlevel experience exists and we'll still find your content.
On-Page Factors
Follow a few simple guidelines for the area inside the code of your webpage denoted by the <head> tag. Each <title> should be short, about 65 characters, and unique to the page. Include the keyword you’re targeting for that page near the beginning of the title. The <meta description> tag can be longer and should also contain the keyword or phrase you’re targeting. All content should be unique to every page and be based on keyword research. Don't worry about investing time discussing whether the <h1> tag outweights the value of a proper <alt> tag. Invest your time in producing better content. Splitting hairs doesn't move your rankings nearly as much as excellent content.
Content Production
Content is king, but not all content is fit to rule. What the engines seek is compelling, unique content. And while we judge what "compelling" means to a degree, what's more important is how searchers react to your content when we show your webpage to them in a search engine results page (SERP). Your job is to create content so compelling that visitors to your site feel no need to look elsewhere to have their needs met. The worst approach leaves you to seem "thin" in your approach. This essentially means you aren't really providing content of value. An example of this would be a website aggregating content from multiple sources on one page. Such an approach amounts to little more than a links page related to the query entered. While you may be tempted to say, "But that helps the searcher by bringing everything they need into one location", remember that that's the search engine's job. We bring the results back so the user can click on links to find the content. Adding yet another layer of clicking by showcasing thin-content links pages doesn't help the search find what they seek faster. From the SERP page to the searcher's goal, these types of pages add another click layer, making the task completion process longer, not shorter.
When you build content, ask yourself if you've answered the need the searcher expressed. Now ask, if you've covered any related topics that come obviously to mind. Ask yourself why your webpage stand out. Why is your webpage better than all the rest? What does your content bring forward that others miss?
This is why content from articles or syndication cannot stand alone and rank successfully. Unique content brings forward elements that others may miss, which is why that content outranks others targeting the same phrase.
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