The increasing popularity of the internet and online businesses, the recognition and fame of online advertising has also enhanced. There are different modes and types of online advertising; like pay per click advertising, email marketing, social media optimization and search engine optimization. Search engine optimization is the collection of techniques and procedures by which the visitors of a website are increased through search engines. The major search engines today are Google, Yahoo!, Bing and Baidu.
Onpage SEO - An Overview
Search engine optimization, or SEO, processes ensure that the website ranks higher in the search engine result pages for the targeted keywords. This means that an increased number of relevant and interested visitors would be visiting the website. These visitors can be converted into clients and customers and eventually the sales and revenue of the business would increase.
Search engines have turned out to be one of the biggest sources to drive visitors to any website. People use search engines to search information, services, products, etc on the internet. With search engine optimization techniques people using search engines to find a product or service would be driven to your website which offers the service or product which the internet user is searching for. Search engine optimization only involves the organic or free search results of search engines. It does not involve the sponsored and paid advertisements on search engine results.
Search engine optimization is considered to be one of the most cost-effective methods of online advertising because almost all the techniques and processes of search engine optimization do not involve any payment. Keeping in view the return on investment, the benefits of search engine optimization are great. Search engine optimization has two basic factors; On-Page optimization and Off-Page optimization. Off-Page optimization involves creating the link popularity of the website. Google and other search engines assume each backlink of a website as a vote in favor of the website. The higher the number of high quality backlinks of a website, the higher chances exists of that particular website to rank better in search engine results. Hence, off-page optimization involves other websites instead of the particular website for which the SEO practices are performed.
On-page optimization, on the other hand, involves the website itself, for which the SEO practices are executed. On-Page optimization is concerned to make the website more search engine friendly. Making a website search engine friendly means that the website would be developed according to the guidelines of the major search engines and it would be developed in such a mode that it can be easily crawled and indexed by search engines. Every search engine has its own algorithm which is not disclosed. However, search engine optimization experts have mentioned some points which can be kept in mind when a website is developed. By keeping these points in mind, and creating the website according to these points, a website can become more search engine friendly and the chances of this website ranking higher in search engine results increase drastically.
Onpage SEO Factors:
On-Page optimization includes several factors and it is necessary that all these factors are taken care of. The important points of on-page optimization are:
1. Content of Website
The content available on the website is one of the most important factors of on-page optimization. Search engines love original and informative content. In order to enhance the rankings of a website, it is vital that the website should have lots of informative, innovative and original content. Duplicated and poorly written content on a website can destroy the reputation of the website. Search engines try to make sure that when an internet user searches for any query, the results should be the websites which offer great information about the matter. This is the reason websites which have good information rank higher in search engine results.
2. Frequency of Content update
Besides providing good content on the website, it is also important that the content on the website should be updated frequently. This is a technique to invite search engine bots and crawlers to crawl and index the website frequently. Search engine crawlers do not visit a website frequently and regularly if the content on the website is not updated regularly. One of the best methods to do this is to maintain a blog on the website. In this way, through blog posts, the content on the website can be updated regularly. Moreover, the other pages of the website should be modified occasionally as well.
3. Keyword density
The keyword density is the frequency of the occurrence of the targeted keywords in the overall content available on the web page. The keyword density is mentioned in percentage, and it is the percentage of the keywords present in the overall content of the web page. Experts have different opinions about the ideal keyword density of a web page. Most experts are of the view that the keyword density should be from 2% to 4%, however, it should be kept in mind that the inclusion of keywords in the content should be natural and logical. Keyword stuffing should be abstained.
4. Title Tag & Meta Description
The title of a web page is precise name or heading which describes the information and content available on the website. The title of a web page should be of sixty nine characters and it should contain the primary targeted keyword or keyword phrase. By using the targeted keywords on all the titles of all the web pages of the website, the prospects of the website to rank higher in the search engine results for the particular keywords increase radically. Meta Description is also very important factor. Appropriate Title tag length and meta description length is also important. Using the keywords inside them is a skill.
5. H1 and H2 headings
Just like the title of the web page, the main targeted keywords should also be present in H1 and H2 headings available on the web page. This allows the crawlers to identify the primary targeted keywords and keyword phrases.
6. Use of Bold, Italics or Underline
It is also very important factor in onpge SEO. Important keywords must be done bold or italics or underline once.
7. ALT attribute on images
Websites usually have different images and pictures. The ALT attribute should be used to name the images. The targeted keywords should be used to name the images on the website. The reason is that search engine bots can not view and identify images. The ALT attribute allows the crawlers to identify the images. Moreover, if due to any reason, the human visitor of the website is unable to view the image, then the visitor can read the name of the image. It is another way to incorporate the targeted keyword on the web page.
Some more factors
There are few more factors like keywords inside domain name, avoiding excessive external & internal links, page loading speed etc.
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