On-page optimization takes on critical importance when it comes to suitably devising one’s SEM campaign. In this regard, it has to be stated that on-page optimization takes on many more hues than is usually assumed. For instance, novices in SEM often presume on-page optimization to denote only the apt usage of a keyword phrase, a certain number of times on a particular page. That is in fact not quite an accurate portrayal. In this article, we look to clear the air with regard to on-page optimization, its importance and certain tips and tricks or techniques to improve on-page optimization.
First and foremost, you need to be clear with regard to the purpose of on-site optimization, which of course is pretty much in line with the usual implication of the term – apt optimization of a particular web page, for a particular search term or keyword phrase. The idea is to make the page most relevant for the search term in question so that the search engines promptly index the same as well as eventually bring it up in search results, when users search for that very term.
That said, frequent usage of the keyword phrase, including in the heading or title of the page may not be the only way in which you can ensure on-page optimization. In fact, the advanced and intelligent search engines of today, with their powerful algorithms in place, go way beyond just the number of occurrences of a keyword phrase on a page, in order to determine its relevance and suitability, to that very same phrase.
Importance of Heading Tags or H1, H2, H3
Instead, they also look at a wide variety of other factors that contribute towards making the page relevant and appropriate. Specifically, there are certain HTML tags, which when optimized with the keyword phrase, do make a world of difference, when it comes to the overall “SEO score” of that page. For instance, the keyword phrase within Heading tags such as H1, H2, or H3 makes a significant positive difference to the SEO score of that page.
Importance of Alt Tag for Images
Similarly, the keyword phrase present within the “alt” tag used in the HTML source code of images, etc. also proves invaluable when it comes to improving SEO scores and on-site optimization.
Importance of Formatting
Further, there are some really simple and unintuitive ways in which you can improve the SEO score of a page such as underlining, emboldening or italicizing the keyword phrase on that page. Even though this may seem a simple and mundane exercise, fact is, it definitely contributes towards making the on-page optimization for the web page or website, more powerful.
Going back to the point with regard to the occurrences of the keyword phrase, it is in fact critical to also be aware of the importance of positioning of the same; not only do you ensure that the keyword phrase occurs a certain number of times, you also look into the places where it occurs. For instance, it is widely known among SEO Experts that the keyword phrase at the beginning of the content as well as at its end, makes a significant positive contribution to on-page optimization.
It is for all these reasons that on-page optimization takes on such critical importance for all Internet marketers as well any Search Marketing Agency.
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Says:
Google has come a long way since it paid much attention to keyword density.
Now silo and synonym densities are much more important as is relevance in keyword PRESENTATION.
You say “For instance, the keyword phrase within Heading tags such as H1, H2, or H3 makes a significant positive difference to the SEO score of that page.”, and this is not quite accurate.
You would not want to repeat the same phrase in h1 h2 and h3 on the same page.
You would put your primary keyword phrase in h1, a descriptor phrase into h2 and a descriptor of THAT phrase in h3. Or have no h3 and use anchor text links and emphasis.
The beginning of the page is where the primary KW phrases should appear, and since it IS the primary KW phrase, it should be in the largest text on the page.
Text in h tags should be sized in order of h1 – h2 – h3 etc.
I feel there is enough visual hierarchy if h1 and h2 are shown with the h3 equivalent being a bold link.
The use of the keywords at the end of the page is not necessary if the page closes with a call to action.
Alt tags are not meant for keyword stuffing. Alt Tags are there for accessibility and should tell what the image is about. If you wish to do a CSS image replacement, you can stream a h1 tag with your keywords in it IF the image has those words written in it. You can do it without but that is cheating.
It is all about presenting identical relevance to both Google and your visitors.
The font size and position tells the visitors the importance of the phrase.
The h tags and emphasis do the same for Google.
The higher the importance the higher the relevance.
Relevance starts with the Domain Name. If the primary keyword phrase is in it, or part of the URL, that establishes relevance.
The next is in the title with keywords coming before brand or domain name.
Then we get onto the page.
Largest text on the page to the right of the logo.
Header should be kept for Logo and h1 and h2. Don’t stuff the header with all kinds of code and widget garbage.
After the header the left column is the focus. It is where to put the Navigation.
The heading for this section should be a h2 and the items under it should be in the order of importance.
Product first, then a section for information/articles, then a section on rules, regulations, TOS, shipping, about and contact us.
Body should open with h2 synonym and content can link to further internal pages, to outside links in the silo, and to end with a call to action.
Ideally copy on each page should be done before the fold, and the “index” page treated LIKE an index should be.
Build the index around anchor text links to internal pages that can deal with the topic in more detail. Stress benefits in the body copy.
best,
September 2nd, 2010 at 11:56 pmReg
Says:
Hi Reg,
Thank you for the detailed response, and quite impressive.
Would you be willing to help us put it down in an infographic format so it is easier for some people? I’d be happy to publish it on our site and share a link back (no pun intended)
Either way, thank you, great reply!
ABSEM-SEO.com
September 3rd, 2010 at 12:07 amSays:
Very informative post. Thanks for taking the time to share your view with us.
January 13th, 2011 at 7:42 pmSays:
I’ve been visiting your blog for a while now and I always find a gem in your new posts. Thanks for sharing.
January 24th, 2011 at 10:29 pm