Web Marketing – On-site SEO

By | September 3, 2019


Web Marketing (On-site SEO) Having a good looking and up to date website
is very important to your business and making sure people are able to find it is also very
important. One of the best ways to get website visitors is through search engines such as Google and to ensure that you get a good position in the search engine results pages then SEO is
vitally important. SEO or Search Engine Optimisation is the process of getting traffic from the different internet
search engines. Various different methods are used and the aim is to get as high up as possible on the
search engines for different search keywords and phrases. The main search engines used throughout the
UK are Google, Bing and Yahoo. SEO is often about making lots of small changes to your website that will ultimately make
a massive difference to your website marketing. Search engine optimisation does not have to be difficult and can be very financially rewarding
for your business. On site SEO refers to search engine optimisation techniques that you can do yourself on your
website or web page that you are trying to improve its ranking. We will run through some of the most common
and effective methods later in the video. When talking about SEO techniques, you will often here people mentioning both white hat
SEO and black hat SEO. White Hat SEO or Good SEO Practices is when SEO techniques used follow good practise and
search engine guidelines. Black Hat SEO or Bad SEO Practices is when the SEO techniques used don’t follow good
practise or follow the search engine guidelines. Black Hat SEO used to be correct many years ago, but due to many people misusing the techniques
they are now frowned upon by most and their use can affect your SEO and search engine
rankings. Some examples of white hat on-site SEO techniques include Page Content – ensuring that your website
has well written, relevant and unique page content is extremely important for SEO – it
is probably the most important factor in SEO. Your page content needs to be well written and be written with both website visitors
and the search engines in mind. It is so important for your content to be
relevant to the exact thing you want to be ranked for, this is quite often a particular
service or product, including enough references of your particular keywords. At the same time, the text needs to be written
in a way that is easy to read and understand from a users perspective. There is no point having content containing
your keywords that isn’t easy to read or understand. Avoid keyword stuffing when writing your document
and ensure that it reads naturally. You also need to make sure that you regularly update and change the text on the site. We recommend that you update the page content
on a weekly basis as Google and the other search engines favourably rank sites that
are regularly updated with new content. Correct use of Headings and HTML tags in your content – It also important to ensure that
you correctly use a range of headings and HTML tags within your page content. The main heading on your page should ideally
contain your keyword/phrases and should use the html H1 or Heading 1 tag. The H1 tag should only be used on the page
once and you should try to place as high up the page as possible. Any sub or secondary
headings should then use either a H2 or Heading 2 tag or lower. The uses of em tags and strong tags should
also be used within the page content to provide emphasis to certain words. As standard, any word in an em tag will be
displayed in italics whilst a strong tag displays the text in bold. It is a good idea to use these as it shows
to both your website readers and the search engines that the word(s) are important. Meta Details – It is also important to ensure that meta details for the pages are used. The main meta details to include for SEO are
Page Titles and Meta Descriptions but there there are also Meta Keywords too. The Page Titles are those found in the search engine results pages as well as at the bar
at the top of the page in your web browser. When adding titles to your page, ensure that there are relevant to the page content, include
your keywords and it is a good idea to separate each keyword phrase by commas. The ideal length for the page title is around
6 -10 words. Try to avoid generic or default headings and make sure they are unique for
every page. The meta description, although not strictly influencing your SEO ranking, is sometimes
the description you see in the search engine results page and is extremely important on
helping you get clicks from the search engine results pages. The Meta Description give you a great opportunity
to tell potential visitors what your web page is about and so including a unique and descriptive
sentence containing your keywords is key. Ensure that you don’t use vague descriptions or descriptions that have no relation to the
page itself. The idea length for any meta description is around 150 to 160 characters. Meta key words were used by the search engines to rank sites, they were a list of concise
key words and phrases that are relevant to the page content. However, Google no longer use these when ranking
a site due to misuse by some websites. It is not important to use these on your website
but there is no real harm adding them as some older search engines still use them. Image Alt Attribute – Using Image Alt attribute, usually referred to as a Alt Tag, is also
another important on-site SEO factor. Image Alt text or Alternative text is used as alternative information source for those
who have images disabled on their web pages or for those who are visually impaired. The text is important as not only will it
help in those scenarios but can also tell the search engines what the image is about, if possible try to include your keywords in your image Alt text. When hovering over an image on your web browser, this is often the text that pops up over the image. The Alt text is indexed by search engines
such as Google along with the rest of your website text and therefore adds to the word
count. URL Structure – Ensuring that your URL structure, the path to a page on your website, e.g.
www.domain.com/about-us, is optimised is also important for SEO. Your page names and URL structures should
be descriptive, be easy to understand and ideally contain your keywords. A URL that is descriptive and easy to understand
will help you with both the search engines as well as visitors to your site. A URL such as www.domain.com/search-engine-optimisation is so much better than a difficult to understand
URL that contains random amount of letters and numbers such as www.domain.com/omc4rm9uv4?=541. Not only is it easier for a search engine
to understand but your website visitors will also understand better and be able to remember
the exact URL. As mentioned earlier, Black Hat SEO or SEO Bad Practices are some SEO techniques that
shouldn’t be used in your SEO strategies. Examples of these methods include: Keyword Stuffing – this is when you include
your keywords too much in your page content. Invisible Text – avoid using any invisible text that a search engine can see but your
website visitors cannot. Some ways people have done this is by making their text colour the same as the background
colour. Doorway pages – these are basically pages which are fake and can only be seen by search
engines and not by your website visitors. Duplicate Content – avoid using a content that appears elsewhere on your website or
anybody else’s website. Ensure that your content is hand-written, well optimised and unique. Cloaking – this is when the page given to
a search engine crawler is different to the page given to your website visitors. By using Black Hat methods, if detected, and
Search Engines are being very advanced in detecting these techniques, you risk being
banned from Search Engine listings and will not appear in any search results. You would then have to contact the Search
Engine in question for them to take you off their “banned” list and this can take
days, weeks, months at their discretion.

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