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- 1. How to Optimize your Website for Search 11 Keys to On-Page & Off-Page Optimization 8 Castles 1
- 2. 1. Page Title • Page titles are one of the most important on-page SEO factors. Page titles are the text you see at the top of your browser window when viewing a web page. They are also the title of a page that is presented in search engines. • Page titles can be found and edited in your site's HTML. The text that is surrounded with the <title> tag is your page's title. • The following are a few guidelines for coming up with effective page titles: Include keywords. Make it fewer than 70 characters long. Longer page titles will not be seen in your web browser or in Google search results. If you make the page title too long, it will also dilute the importance of the keywords mentioned. Put keywords as close to the beginning of the title as possible. Make it readable for site visitors. Include your company name at the end of the page title, unless you are a big brand and people search for you through your brand name. Use different page titles for each page. Each page is an opportunity to target different keywords. 8 Castles 2
- 3. 2. Meta Description • Meta data is an often overlooked opportunity to attract visitors from search. Interestingly, it does not directly influence search engine rankings. Nevertheless, it is a good practice to include keywords in your meta description. • Meta data is the text seen as the description of a site in Google search. These words attract a searcher‟s attention and indicate if a search result is particularly relevant to the searcher. For this reason, including keywords in your meta description can draw in visitors, even though it does not affect search engine rankings. • The meta description is not something that is visible on your web page. The short summary of the web page, which is usually included at the top of the pages source code in a <meta description> tag is not used by the search engines for any SEO purposes. What the meta description is used for is to provide the searcher with a short description of the page (<150 characters to be exact) beneath each result. In fact, if a meta description is not included in the source code, then the search engine will usually display part of the content from the page in its place. Since the meta description is not as well understood as other page elements, there are some very common mistakes people make when creating their websites. 8 Castles 3
- 4. 4. Cascading Style Sheets (CSS) • HTML is the back-end code of your website that search engines read. Search engines extract relevant information from your HTML, such as keywords. • CSS, on the other hand, holds a template for the layout of your page. In the CSS, you define how headings, links, and other visual elements of the text should look. • The takeaway here is simple: use CSS. Putting layout-related information in your HTML can dilute the relevance of the HTML text, which is what you want search engines to read. 8 Castles 4
- 5. 5. Images • Images on a web page can certainly enhance user experience. However, when inserting images into your website, you should keep in mind the following: Don‟t use images excessively. More pictures means your page will take longer to load. This has a negative impact both on user experience and search engine optimization. Associate text with pictures. Search engines do not „read‟ images; they read only text. ALT text is an HTML attribute you can add to your picture so search engines replace the image with some associated text. Include keywords in your image file name. This will help you draw in relevant traffic from image searches. Separate different keywords in the file name with a dash (-). 8 Castles 5
- 6. 6. Domain Info Search engine rankings favor sites that are registered for a longer period of time. Longer domain registrations indicate a commitment to the site and mean the site has a lower chance of being considered to be spam. Extend your website registration for $10-20 a year for an SEO boost. 8 Castles 6
- 7. 7. MOZ Rank MOZ Rank is a general measure of how much online authority your site has. A higher MOZ rank is better. Note that MOZ Rank factors in both on-page and off-page SEO. Improving your on-page SEO may help improve your rank, but there is much more you can do to improve it. 8 Castles 7
- 8. 8. Google Crawl Date • When Google crawls your site, it updates the information related to it, such as your keywords and other SEO factors. Therefore, you want Google to crawl your site as often as possible. • The best thing you can do to make Google crawl your site more frequently is to regularly produce fresh content and publish it on your website. 8 Castles 8
- 9. 9. URL Structure • Principles of Good URL Structure: Apply a 301 redirect where required. A 301 redirect forwards an old URL to a new one after it changes. Make sure you do this if you change the URL of a page on your site. A common mistake is not applying a 301 redirect between yoursite.com and www.yoursite.com. Avoid pages with deeply nested URLs. Here is an example of what a deeply nested URL would look like: http://yoursite.com/about/management/contact/phone. Deeply nested pages will get less SEO credit. You can fix this problem by improving your overall site design. Include keywords in your URLs. If you've already purchased your mainURL, then don't worry about buying a new one just for this sake. But you can clean the URLs of your interior pages to include keywords and not look like gibberish. For your internal page URLs, separate individual keywords with dashes (-). For example: http://8castlesmarketing.com/marketing-resources/ is a good URL that captures 'marketing' and 'resources' as keywords. • Create static URLs, not dynamic ones. This means that the URL for one of your pages should be the same, no matter what. Check if you see different URLs for the same page in your website. If there are, you can look into how to create static URLs with your web server software. Do a Google search on "create static URL" + (name of your server software). 8 Castles 9
- 10. 10. Avoid 'Keyword Stuffing' After reading this, you might think, “Keywords are really important. If having keywords all over my page helps me rank for them, I should just fill my page with these keywords." I'm afraid it's not that easy. Apart from leading to a bad experience for site visitors, search engines are smart enough to detect these behaviors. Trying to 'trick' search engines is not a good SEO strategy, and sacrificing readability for SEO is not a good idea either. 8 Castles 10
- 11. 11. Improving Off-Page SEO With Inbound Links So if on-page SEO accounts for 25% of your overall search engine ranking, what makes up the remaining 75%? As we mentioned before, off-page SEO is based on the authority of your website, or what other websites „say‟ about yours. Simply put, websites with better or higher authority will rank better than websites with lower authority. One of the main influencers on a website‟s authority is inbound links. If another website links to your website or a page on your website (like a blog article), that is called an inbound link. More inbound links is better, and more inbound links from website‟s with high authority themselves is even better than that (e.g. an inbound link from The New York Times website is much more valuable than an inbound link from a low-trafficked blog with a small readership). So what‟s the best way to attract more inbound links (or „link love,‟ as we like to call it)? Through content creation! Creating valuable, remarkable content that other websites will naturally want to link to in their own content is a great way to increase your website‟s inbound links. In addition, you can improve your chances of attracting inbound links by sharing your content in social media and optimizing it for search results so it can easily be found. 8 Castles 11
- 12. Next Step If you’re interested in getting your website ranked on the the 1st page of Google, Yahoo, and Bing, visit here: http://8castles.wufoo.com/forms/get-a-quote/ You’ll be asked a few questions and a quick 3-5 min. We want to know how to serve our clients better. Thanks! 8 Castles 12