Imagine that you walk into a shop, where all products are tightly wrapped and boxed. However, they don’t have any labels, no description and nobody can tell you what’s inside each box. You most likely wouldn’t buy anything from such a shop, nor recommend it to anyone else. This situation is analogous for web bots – they crawl through websites and read their source code – by inspecting it, they can clearly show the search engine what a certain site is about. If they can only find some scraps of information, irrelevant info, or perhaps even no information at all, web crawlers can decide that a website offers poor user experience. This has really negative impact on the rankings.
On-site SEO, in a nutshell, is an optimisation of the content and code of a website, for specific keywords we would like to rank. It makes the websites easier and better to crawl for bots, clearly indicating what the site is about, and it widely enhances the user experience. On-site SEO is the first and a necessary step, if you consider ranking your website. It also has a high impact on your AdWords campaigns.
Many of the changes we make are not visible to visitors, since they are specifically for search engines. We consider all on page ranking factors, like keywords found in the overall content, but also website’s html code and its performance.
Site architecture and technical optimisation
Properly designed site architecture, optimised headings and images, clean code, performance optimisation, sitemaps and many more actions we perform, ensure that pages are properly indexed and rank for specified keywords. Since the number of mobile devices is growing, we also consider website’s mobile optimisation, which has its own challenges like responsive design or lower connection speed on portable devices. The more user friendly, fast and accessible website is in the search engines, the better.
Few factor to consider while optimasing a website:
- planing meta description and tilte;
- well written, engaging content that is easily accessible and filled with desirable keywords;
- image titles and alternative texts;
- clean urls;
- properly planed internal links structure;
- and many more.
Content marketing and optimisation
Having done the technical improvements, we cannot forget about the content, which is the crucial ranking factor. Good content does not only focus on keywords, but it is involving and draws users to remain on the website. Furthermore, interesting material is like an online magnet – attracting users to your site and encouraging them to link it.
Only after the site is well optimised, we can launch the rest of SEO strategy and we can also ensure that the site can be more effectively promoted with Google AdWords.