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The first and most important step in website optimisation is on-page SEO.
On-page SEO impacts and informs all other aspects of your website, elevating your ranking in all categories. Results are incredibly measurable, and are usually seen very quickly.
With National SEO you get:
Analysis of Google positioning for more than 100 pages on your site
A customized strategy for improving keyword performance
A clear and concise report detailing the various issues discovered in your content
All necessary updates and improvements made by our team
How does your SEO measure up?
If your site isn’t at the top of the search rankings, it is likely due to a number of common mistakes. Some of the most common search errors we fix on clients’ sites include:
Format of page titles
Missing page titles
Incorrect length of page titles
Redundant page titles
Missing meta information
Incorrect length of meta information
Redundant meta information
Ineffective hierarchy of headers
HTTP headers are not consistent
HTTP header URLs are wrong
Slow page score (for mobile platforms)
Switchboard tags are not consistent
Non-customized desktop-to-mobile redirection
Sub-domains that you don’t need
Directories that you don’t need
Issues with URL
Tracking problems with URL
Problems with URL session IDs
Evaluation of keywords
Evaluation of competitiveness
Low search volume for keywords
Weak domain authority
Improper selection of long-tail keywords
Errors in hierarchy of subpage keywords
Frequency of keyword use
Errors in links to anchor text
Missing robots.txt file
Robots.txt blocks important content
Missing XML site map
Robots.txt doesn’t list URL
Robots.txt blocks XML site map
Incorrect or outdated XML site map
Missing image site map and XML video
Slow page score
Unavailable webmaster tools
Canonical tags and robot tags are incorrect
Page does not return 404
Custom 404 page error is missing
Image links are broken
Page links are broken
Redirects that you don’t need
Contact us for your
Complimentary analysis of on-page SEO.
We will provide you with a list of the five biggest issues your website is facing.
Top-Notch Search Engine Optimisation
Director of SEO
“Most people understand the basics of what SEO is, but many fail to realize that over 200 factors are taken into account when computing a site’s ranking. When you combine that with all of the ongoing updates to search algorithms, and the fact that various factors are being abandoned and adopted each year, you can begin to understand how complicated optimising a site for search really is.
Fortunately, the basic foundation of optimisation remains relatively consistent, and that is a foundation that we have an intimate understanding of. The first and most important step is on-page optimisation, and that is what we focus on as we design your customized campaign.
Factors like off-site SEO and technical SEO are important, but without proper on-page optimisation, everything else is worthless. Learn more about what goes into on-page optimisation below.”
Optimal Keyword Density
Keyword density is a critical component of on-page optimisation, but it is also a factor that can chance drastically. Previously, stuffing website content full of keywords could earn you a high ranking, and not too long ago a high keyword percentage was an important criteria when it came to topping search rankings on Google, Bing, and Yahoo. But now, keyword stuffing actually counts against you, and can damage your campaign.
It is important to optimise your keyword density so that you are ranking as high as possible. In general, the current standard is 2% density or less for your most important keywords. Rather than scientifically measuring out keyword density, the best strategy is to create valuable, long-form content and ensuring that major keywords show up in critical sections through the content, along with a handful of relevant LSI keywords and long-tail keywords (again, at less than 2%).
By sticking to this general rule, we can boost your search ranking and ensure that your content is both keyword-optimised and high-quality, without having search engines dock points for overuse of keywords.
Using the Right Main Keyword
Appropriate keyword density and research aren’t enough when it comes to optimising your on-page SEO. It is also important to use the keyword properly throughout the content—and that means using it with the right structure and at the right places. These include:
- The title
- Early in the opening paragraph
- In the final sentence
- In the URL address (if your URL is optimised, this should happen automatically
If the post is relatively long, the keyword should also be included in one of the sub-headings, and a couple of times in the article if it can be worked in naturally. But it is important to remember to stay beneath the 2% threshold.
When you are optimising your on-page content, it is important to get the layout right. Even small changes can make a big difference. You want to ensure that the user experience is positive, so ease of navigation is key. You want your content to be interesting and to the point, easy to skim, and supplemented with quality images. Google looks at how long people stay on your page when ranking your website, so you don’t want to scare people away with dense, word-heavy posts. Instead, draw them in with an appealing layout, so they stay for the long run.
Images should be clear and high-quality, with engaging captions and wrap-around text. Breaking up text with bullet points and sub-headings is ideal, and don’t be afraid to use bright, eye-catching colours (but don’t be tacky). If your content is strong, your formatting on point, and your keywords appropriately represented, you are well on your way to SEO success.
It should go without saying that your content needs to be top-notch. Long gone are the days when you could just jam keywords into a bunch of meaningless babble and dominate the search results. These days, your content needs to actually be interesting and valuable to readers. If they aren’t engaging and spending time on your page, then you aren’t going to earn a good ranking. In general, a high-quality post will:
- Be written by someone whose first language is English
- Be authoritative and interesting, but also easily approachable
- Be written with good style and flow
- Be organized and laid out well
- Be completely original (no plagiarized content allowed!)
- Be well linked to strong, authoritative resources
While good content is a somewhat subjective thing, this list of criteria is a good foundation from which to start when creating content.
Correct Use of Tags
Your content also needs to have appropriate tags, which come in three main types. These include title tags, meta tags, and alt tags for photos.
Your title and subtitles will need to include header tags to optimise them for SEO. These tags let the crawlers know that the tagged information is important, so the search engine knows to rank you high for those words and phrases.
Meta tags are not as important as they used to be when it comes to SEO, but you definitely don’t want to forget to include them, as you will be punished by the search engines if they are completely missing.
Alt tags for images need to be short, informative descriptions of the images, rather than spammy lists of keywords.
Including a multi-media strategy in your posts will make them more interesting and attractive, and help them climb the search ratings. In addition to high-quality written content and high-res, well-captioned images, consider integrating video. If you find that an embedded video flows well with your content, be sure to include a title and a caption, and possibly a few sentences describing the video and what it includes. Google still relies heavily on captions and descriptions to understand what images and videos are included on a page, so help the site crawlers out by providing information they can easily recognize.
Make Sure Your Content Is Fresh
Google’s search algorithm now considers how recently content was updated. Because the search engine is focused on quality content, outdated posts can lower your score. Make sure that you are creating timely, updated content that is interesting for readers. And if you have evergreen content that has been around for a while but is still valuable, update it to the current year and add a few hundred words, and it will help raise your ranking rather than hurt you. Updating dated content often takes less time and work than creating new content, so look for opportunities to turn old posts into new content to show the search engines you are a trustworthy and authoritative site.
Internal and Outgoing Links
Links play a big part in SEO. Links from your page to others help to “juice” your search score, and internal links are just as important, if not more so. In fact, the latest algorithms seem to be punishing sites for having more than 10% of their backlinks being external, while internal links are seen as an aid to search engine spiders that are trying to figure out what to rank a page for. Internal links need their anchor text keywords to be very exact, so make sure you know what you are targeting. In other words, internal links on your site should be exact keywords.
Outbound links are just as important. Linking to other sites and “boosting their juice” doesn’t penalize your site, it only makes you stronger and more authoritative—attributes that search engines are looking for.
Social Media Sharing
One last factor to consider when optimising your on-page content is to include sharing buttons for your various social media platforms. Social media is huge, and it continues to grow, so if you aren’t represented there, you are missing out on an important part of your market. Just as importantly, the search engines are now considering social media, so a healthy, easily discoverable social media presence on your site will boost your search results.