Search Engine Optimization refers to the usage and implementation of a defined methodology, the end result of which is a higher ranking on multiple search engine listings. Higher rankings on search engine result pages will drive more online traffic to a specific website leading to higher conversion rates and more revenue.
On-Page SEO techniques refer to multiple design element changes implemented as part of the overall website design build. Effective implementation of the same leads to an improved visibility in the eyes of ranking algorithms thereby leading to better rankings.
Some of the industry recognized benchmarks for quality On-Page SEO techniques are listed below:
- Use of Page Titles: Each individual webpage should have a page title comprising the keywords relevant for that specific webpage. Search Engine crawlers will make note of the keyword in the page title as part of the indexation process. This way, later on, when a keyword (matching the one previously indexed) is entered as part of a search string, the original webpage will show up as part of the query results.
- Use of Meta Descriptions: A published web page should always have a meta description. Relevant keywords should be included as part of the meta description which serves to describe the content present within the webpage.
- Use of Meta Tags: The final webpage design build should incorporate the use of meta tags. These text snippets should include the finalized keywords and describe the content matter. In terms of visibility, meta tags are embedded within the source code for the web page.
- Proper URL Structure: Ideally the URL structure should identify directly with the brand identity. Every effort must be made to avoid coded numbers as part of the URL string. The final URL structure should clearly explain what the target webpage is all about. An URL structure which is search engine friendly will be indexed much faster by the search engine crawlers. The URL structure should also ideally contain the keywords identified for that target page.
- Use of graded Header Tags: When designing content which will be listed on a website, it is very important to keep the reader in mind. Proper sections and paragraphs should be used so that the reader can easily identify the end of a previous section and the beginning of the next. Proper usage of headings and sub-headings is required to clearly distinguish each section from one another.
Each section should be assigned a heading using the tags like H1, H2, H3 etc.
The H1 tag is used for the main heading of the page and subsequent headings are assigned using H2 tag and so on.
- Keeping Keyword Density down to a minimum: An ideal quotient for this metric should be between 2-5%. Keyword Stuffing should be avoided at all costs. All the finalized keywords should be used broadly within the content matter so that the same can be picked up by the search engine crawlers and indexed.
- Use of Image ALT TEXT attribute: Any image which is part of the primary webpage content should be SEO friendly. All the images should have titles included (and these titles should in turn include the relevant keywords) so that search results can be sourced from Google Images. In order to make the images visible to the search engine crawlers, both the “ALT TEXT” and “Description” attributes should be populated for each image in question.
- Usage of proper internal links: A website where each separate webpage is interlinked with one another augurs well in the eyes of a search engine crawler.
It also makes it easier for end users to navigate through an entire website consisting of multiple web pages. A satisfied user will spread the word and traffic will improve overall.
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