Search engine page optimization infers optimization of a specific web page for it to gain a higher search engine ranking. This can be achieved by optimizing the visible portions of the page and by working on the code, i.e. the invisible segments of a web page. The on-page optimization can be incorporated directly on the HTML file and this task is assigned to SEO experts who make the pages more relevant for search engines. It is also equally important to optimize the off-page as this is the key to search engine optimization success by gaining innumerable inbound links for the overall ranking. While on-page optimization is the base for an expert SEO to operate, off-page optimization is equally important for achieving link popularity. Both the processes complement one another and help the website in attaining better page ranking in search engines.
Keyword as well as keyword research has to be chosen carefully for better search engine ranking. Keyword is phrase or a word that is associated with the website and it is through this keyword that search engines like Yahoo and Google are able to identify a website. The higher the quality of keywords and the level of consistency, the ranking in search engine results page is dependent on. This influences the potential targeted audience of a website. Factors to be considered while selecting a website’s keyword are the number of people searching for that particular term, traffic characteristics and the expected rate of conversion. By including images and Alt Tags to correlate with website content and keywords help in the search engine optimization process. On-page optimization is dependent on linking and creation of a proper site map. This process helps the search engine “spider” to understand the hierarchy of web page and clearly makes a significant difference to the page ranking when the website is being indexed.
Another important aspect of on-page optimization is coding. HTML is the simplest and easily accessible portion of a web page that can be read and categorized. The title tag of the web page is discernable in the head section of the code and should contain the targeted keyword. The usage of minimum code on a web page facilitates the “spider” in indexing the website. This suggests that clearing as many codes as possible from a web page is beneficial for on-page optimization. Loading time is another important point to be considered as this factor, too, has a big impact on page ranking. Important points that has to be taken note of on page optimization are :
- To ensure that website pages have unique as well as compelling keyword title tag.
- To ensure the use of as many key phrase links as possible for internal linking and creation of a good site map.
- To ensure that Alt Tags are accurately worded which describes the images appropriately.
- As search engines have the problem of reading Java Script and Flash, it is necessary to ensure that site navigation does not use this program coding.
- Internal links should be descriptive enough.
- To ensure that site content is written in text and not placed as an image.
- To ensure that robot .txt file is available and configured accurately.
- To avoid using too long URL queries.
The off-page optimization techniques include inbound linking, click density, article and directory submission. Some factors to be considered are :
- Relevancy of the content and the nature of the site being linked.
- The page rank of the site being linked to.
- Keyword relevancy in the site.
Including a concise and professional HTML Meta tag description helps in the click density as this provides the summary of information that is displayed in most of the search engine results. Click density can also be increased by article submission. This technique in off-page optimization involves posting articles which are relevant to a website’s content, article directories, blogs and forums. Manual directory submission is another extremely effective way of promoting the website and is a unique way of optimizing off-pages. A lot of traffic can be attained by this method which enhances the popularity of a website.