January 15th, 2014 | On page Optimization by The RankPay Team
The search industry is full of never-ending changes, it’s fluid with new relevancy signals, algorithm changes, and implementation testing that impact rankings consistently. However, the one constant is that On-Page Optimization remains an important factor for any site to earn and maintain prominent rankings.
Google incorporates hundreds of factors into their relevancy algorithm in order to determine where a page will rank in the organic results. We track thousands of keywords every day, and through all of the Panda and Penguin iterations, as well as the release of Hummingbird – the role of On-Page continues to be a very positive influencer.
Accordingly, we try to work with all of our customers to ensure that their site is optimally structured for the engines to crawl. Here’s a great Infographic from Moz that highlights the “Perfectly Optimized Page”:
Following is a practical on-page checklist:
Common Sense Factors
- Content should be relevant and updated frequently for freshness
- Include keyword phrase in headline
- Include keyword in a sub-header
- Include keyword and variations 2-3 times in the content body.
- The content should be easily read by a human and not crafted just for the engines
- Use good English – be grammatically correct, use correct spellings
- Include relevant images – caption the images with your keyword
- Include relevant video – caption the video with your keyword phrase
- Include geo-location within copy and in the footer – if you are optimizing for New York, you should mention New York
- Add Social Media interaction tools, e.g. Google+, Facebook Like and Twitter (at a minimum) (http://blog.rankpay.com/integrating-social-media-seo/)
- Include the keyword in your page URL, e.g. www.domainname.com/keyword
- Use the Title Tag – <title></title> – you only have 70 characters, including spaces, so make them count
- Use the Meta Description tag – technically this isn’t used to rank a page in the algorithm, however it is displayed in the search engine results underneath the highlighted blue link, which takes you through to the webpage from the organic listings. The meta description is therefore important from a user marketing perspective – include why a user should click on your page link, include a phone number and add any geo-location references – you only have 160 characters, so again, use them wisely.
- Image alt tag – this is the “meta” for an image and read by the search engines to gain an understanding of the image itself (a search engine cannot “look” at a picture or video, nor “hear” sounds – we have to say what the media element “is”)
- Internal linking – link to other pages on your website which are relevant and provide further information or explanation – this helps navigation of the site and helps search engines to crawl your site – keep links per page below 100 (and in practice you’ll use a lot less than that)
- Responsive Design– this allows for the site to be rendered appropriately for mobile devices – smartphones and tablets. Here’s a helpful guide:http://blog.rankpay.com/optimizing-for-mobile/
We offer free On-Page consultation and implementation for all RankPay customers – please let us know if you’d like us to evaluate your site: http://www.rankpay.com/support. Obviously, there are many factors which influence rankings, although committing to an optimal set-up for your On-Page is an effective and proven starting point.