There's much more to page optimisation than getting a keyword mentioned the right number of times in the right places on a web page!
What is on page optimisation?
On page optimisation is an SEO technique that looks at a range of issues on a specific page on a website to determine the best way to get for a page to rank for a specific keyword or a range of keywords. This involves much more than just getting that keyword mentioned the correct number of times on that page, eg keyword density, and in the right places eg titles tag, H1 title, meta description, alt tags etc. A wide range of other issues including word count, related keywords, page content, page layout and other competing pages on the site also need consideration and development.
The basic elements?
Many important parts to the ranking of a web page are hidden from view so many prospects aren't aware of their current status, or for that matter their existence. What is believed to be the second most important on-page ranking factor after your actual content is your meta title tag. Even if you've not come across the term previously, you'll have definitely come across their presence. You see this is the top part of any search engine result that a search engine creates. So how do you know what your website page's title tags are? Generally, a very easy way if you have web page open in a desktop browser, is to place your cursor over the tab at the top and it will frequently show you the title tag. The SEO ranking strength of this title is front-loaded so the sooner your keyword appears in the tag the better. So is your all-important keyword in the tag and towards the beginning?
This along with a number of other hidden metadata elements, like alt tags, H1 tags and meta descriptions, are important to get your keyword consistently placed within them to start to see a page ranking. Tools for websites like Yoast for WordPress sites can be very helpful to get this done but stopping at just this point will almost always not be enough to see significant ranking progress unless for a very low vole search term.
The biggest failure for most websites that I see is the lack of content. This is mainly with respect to content length but can also be down to the quality of content as well. This is frequently a failure of the web design company not engaging the client in the process when a site was created. Frequently the prospects are hugely knowledgeable about their subject but this hasn't been gleaned from them when a website was created.
You've probably heard the term 'thin' content? This refers to content on pages that is simply to short or too vague to be considered of merit by a search engine. So how short is 'thin' content? Well, this can vary with respect to what you're trying to rank for but the bare minimum of 300 words is frequently mentioned. However, in my own experience, this is far from the mark, and I'd recommend between 800-1200 words in the body of the page.
However, content creation can also be very difficult for a client to get done since they have frequently faced a blank page with no idea how they should approach a topic for a page. This is where I can be of assistance. I use a range of tools to help inspire them. I sue some obvious free indicators like 'People Also Ask' which you may have noticed comes up for certain Google searches you make. Simply by answering these questions knowledgeably can help to improve the ranking of your page as well as greatly add to the content length of 'thin' content. In addition, I use tools that analyse the existing web pages that are ranking on page one and provide you with steers as to keywords and topics that are worth including in your pages.
Top ranking competitor page analysis
One important factor for the page optimisation services that I offer is a comprehensive analysis of existing pages that are ranking on page one. This then identifies a wide range of important issues that can greatly improve the ranking prospects for your page. This can include:
related keyword density - reviewing the number of times these should be touched upon
page structure - getting the order of the content similar to ranking pages
page length - determining the average length to compete better
content elements - possible elements eg testimonials that might be missing
You may have seen results sometimes for a generic term search that generates more than one result for the same company in a Google search. On the face of it, this may seem a good thing, after all, you're being seen twice as much on a page. However, the downside to this is that if only one of the two pages was focused on that keyword then the ranking could be considerably higher. The reason for this is that instead of two pages competing for Google's attention and hence diluting both page's impact in the process. As part of the separate keyword analysis process that I undertake beforehand, I get an understanding of this issue prior to trying to undertake page optimisation work Moreover, I frequently liaise with the client to determine which page they'd prefer for this to rank for.
One important area for the prevalence of competing pages is the usage of blog posts. These are obviously highly useful for a client to speak knowledgeably on a topic to their audiences. However, they carry a danger that they will detract from high ranking pages that are cornerstone (foundation) pieces of content on your site. If you've experienced ranking difficulties since creating lots of blog posts then feel free to consult with me.
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