On Page Optimisation
The most useful on page optimisation tactics are:
Keywords are words and phrases that denote the topic of a web page. Keywords are usually targeted because they will be part of the search query that is used to find a website. A website will want to target keywords relevant to the product or service they are offering so that search engines serve them to the right audience.
The optimisation of keywords means altering their specificity and frequency in a pages’ content. Overuse of keywords is known as “keyword stuffing” and has a negative effect on a sites’ ranking.
This tactic of search engine optimisation works to better develop the structural code of a websites’ content to make it more relevant for search engines. This means tailoring elements such as heading tags, meta descriptions and the structure data of the webpage.
The HTML code is not visible to the average user but is used by search engine indexers to sort websites by their overall relevancy.
Content refers to the information that is present on the page itself. The overall quality of the content is becoming the most important factor in how search engines will rank a website.
This is because the content is what users want most of all when searching, so search engines will favour well written content that they can serve to their users.
Search engine optimisation works to tailor content so that it is of high quality, accurate, authoritative and readable. Without a combination of these factors it is possible for poor content to be detrimental to a websites’ ranking potential.
The most important element of any web page is the quality of the content or information that is displayed there. If content is irrelevant or of poor quality, search engines’ won’t want to serve it to their users.
On page content is also improved by using high quality images with relevant descriptions, internal linking, proper website hierarchy and the overall graphic presentation of the website. Well written information is less effective when used on a website which is largely poor in other areas of its presentation.