Marketers often find that their search engine optimisation efforts not only bring more traffic but also make their websites more user-friendly. And in today’s era of informed, ‘spoilt-for-choice’ customers; businesses that fail to adapt to changing customer needs often perish.
As search engines represent the needs of the majority of your web based target audience, expressed in the form ‘search terms – keywords/phrases’ that they input, it pays to optimise your site to be popular with search engine users. On page optmisation that meets the evolving search criteria of the major search engines boosts your site (and your webpage) ranking, drives more inbound traffic, boosts sales conversion rate (as you create better ‘call-to-action’ content with better quality keywords and targeted theme). Organic on page optmisation is thus a necessity if you want to earn more and appeal to your target audience.
Important ‘On Page’ Optimisation measures
On page optimistaion is a mix of several tactics spanning content, creative and technical aspects of the website and its different web pages. Some of the most important on page strategies to boost search engine rankings are:
- Key phrases instead of single keywords- it’s a known fact that most search engine users type in their requests as phases consisting of related keywords, instead of a single keyword. Also a single keyword often throws up many thousands of web pages which in most cases are too popular to compete effectively. Therefore, when you use well researched key phrases you benefit from receiving more targeted traffic as they are clear about their needs and are more likely to convert into paying customers (higher traffic and higher conversion rates).
- Choosing more effective Keywords- when you are choosing the right keywords for your website, it is wise to use those keywords that are in the second rung of popularity. This is because as a new business you may not be able to compete with seasoned and successful sites on such parameters as links and customer offers. Hence it may be more cost effective to use keywords that pit you against the ‘not-so-powerful’ sites so that your site abandonment rate is lower and you build traffic steadily over a period of time through link building and incentives driven visitor referrals.
- Keyword placement on webpage: it is important to use keywords and phrases intelligently in the actual content of the webpage. A webpage should at least have 20-30% keyword density. However it should not look ‘forced’ i.e. not impair the natural flow of customer focused language. Also, it is a good idea to mention your main keyword at the very top and also at the very bottom of your webpage. You could achieve this by simply including your key phrase in the header at the top and also mentioning it in the copyright information line at the webpage bottom.
- Keywords in Title tag – this is a very important tag and should contain the keyword that is important to your business. Never use unnecessary words and try to reduce the total number of words that you use in your title. It is better if your title contains only the chosen keywords. Remember that a title is what your web-visitors will see at the top of their browser window when visiting your site. Hence, it’s a good practice to make the title of your webpage attractive to human readers as well.
- Regularly Update Your Content – The more information you publish the more content Google has to index which will improve your overall traffic and the number of keywords that your website will be found for.
- Boost the number of Internal links – As you increase your content and number of web pages on your site it is also important to link all your pages to one another so you can increase the number of internal links to important web pages.
If you’re like most business owners and you are time poor it pays to outsource your search engine optimisation efforts so you can focus on your business, plus leverage specialist expertise which have proven methodologies that have delivered ranking success to many Australian businesses.