This is the second post in a 3-part series focused on Search Engine Optimization. In this post we will focus on and define what is commonly known as On-Site SEO techniques.
On-Site SEO includes several factors: Webpage content, usage of keywords and keyword phrases and working with the site code to include the appropriate words, phrases and descriptions in places where Search Engines will look to determine your website’s relative value and relevance.
Traditionally it was sufficient to use keywords and keyword phrases relevant to your services/products in the on-page content and locations such as headlines, as well as in the behind the scenes code including the page title. But Google as the major search engine continues to update, change and refine its algorithm for ranking websites. Therefore, although these techniques continue to be of significant value, Google is now prioritizing the visible content of verbiage on your webpage. This is especially the case with your Home page SEO. Having a Home page chock full of original relevant verbiage is now critical to ranking higher in the search engine results pages. As a general rule, we suggest a minimum of 400 words including headlines with the most important 2-3 keywords / keyword phrases being reiterated at least 1-2% of the content. But, with all this focus on satiating Google, always remember that your page needs to be human friendly and easy to read. For this we suggest using short paragraphs with key phrases in bold or underlined, headlines, subheadings and bulleted lists. Also using a highlight color on some text and photos / graphic elements will help lead the reader through the page to get your message and be more likely to drill deeper into your site. Lastly, when possible create links from keywords to other pages of your website to further encourage viewers to stay longer.