Thursday, February 06, 2014

Ben Norman: Day 4 - Optimisation & on page factors.

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Day 4 - Optimisation & on page factors.
On Page Optimisation is what most people are actually referring to when they talk about search engine optimisation. This is the process of taking your website and ensuring you show the search engines that you are the most relevant website out there in your niche.
By now, you have analysed your website and your competitor's site and can see the areas you need to improve. To do this you are going to need to edit your website and there are going to be different ways in which you can do this. If you have a dynamic website you will be able to adjust most of this through your CMS (content management system). If you have a static website you will need to edit the code and to do this I use Dreamweaver which I can't recommend enough. If you do not want to spend anything on an editor you can use a normal text editor or the editor that is built in to the likes of IBP and Web Ceo to do your changes and then upload it to your web space. Alternatively if you have a web developer on board you could just let them know what changes you need to be made and have them change them for you.
I would suggest starting with just the home page and when you have got a grip on the process move on through your web pages in order of priority. Now is the time to refer back to your web page analysis report and start going through point by point and amending the different points starting with the Page Title, Meta description and keywords.
You may find you need to re-write some of your text to incorporate your keywords you need to include but you must not do this to the extent that you lose the point or it becomes disjointed and effects the flow of the writing and sales message. Remember it's all very well having a highly ranked page but if it doesn't read well people won't convert anyway so there is no point so write for people not search engines.
People tend to when talking about something forget to mention enough what they are talking about and this doesn't help the search engines analyse your site so ensure you don't fall into this trap.
While you are writing your text look at the links within your webpage that link one page to another. You want to make sure that the text that contains the hyperlink is relevant to the page it is going to. For example if the page you are going to is a Sony camcorder review page then you would want to ensure the "Sony camcorder review " text had the link not a bit of text at the end saying "click here".
Once you have made your changes you can re-run the analysis application and see how your website weights up. You can continue to change and re-run until you are happy that the balance is right between optimisation and readability so that it doesn't affect how it is read.

Tomorrow we will be looking at link building so be sure to check your inbox.