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On site-optimization
Webpages are ranked by a complex algorithm, but
basically on-site optimization comes down to:
Picking the keywords you want to be found for
Putting those keywords on a Web page in various ways so
search engines know what the page is about
WHAT DOES IT MEAN TO ~OPTIMIZE~ A PAGE?
JUST PUT KEYWORDS EVERYWHERE!!!
 URL (exact match domains)
 Body – no variations
 Headings
 Metadata
 We still put keywords in these places, but its
requires a bit more thought nowadays…
OLD SCHOOL ON-PAGE OPTIMIZATION
NEW SCHOOL ON-PAGE OPTIMIZATION
Think about humans before search engines
 What value does this keyword offer
someone?
 Does it sound natural?
 Use variations – limiting to one keyword
won’t help you be found for similar terms
SEARCH ENGINES ARE LIKE LITTLE BABIES
They need to be be spoon fed…with text
 Text only – HTML
 Can’t read images
 Can’t read Java
 Can’t read Flash
THROUGH YOUR EYES…
THROUGH A SEARCH ENGINE’S EYES…
ON-PAGE ESSENTIALS
Meta data
The “official” data found in the <head>
section of the HTML
 Title Tags
 Meta description
 Meta Keywords
TITLE TAGS
The single most important part of on-
page optimization (following the actual
content)
 It’s the first thing a crawler finds when it
comes to your site
SEE?
KEY TIPS FOR META TITLES
 Make it relevant and unique - need to give both the
reader and the search a good first impression
 Should include most important keywords toward
the front
 Use the business name at the end to establish branding
and increase CTR for those who know who you are
 65-75 characters (or else it gets cut off in
SERPs)
META DESCRIPTIONS
 Short description what the page is about
160 characters or else cut off
More important for alluring a user to click through
than for search engine rankings
 Appears in SERP results below the URL
META KEYWORDS
 Had value at one time – definitely not any more
in
Google
 Yahoo still values keywords for site discovery,
possibly not ranking
OTHER ON-PAGE FACTORS
 URL
 shorter URLs perform better in SERPs and are more
likely to be shared/linked to
 Hyphens, not underscores
 Keyword Location in URL
 Keyword should be close to domain
Pcgdigitalmarketing.com/folder/subfolder/SEO
versus
Pcgdigitalmarketing.com/SEO
CONTENT
 Most critical aspect of on-page SEO
 Crawlers need to associate your page with a set of
keywords
 Need to give crawlers enough beef to understand what
the page is about – 100 words typically isn’t enough
 Should be written naturally to let keywords fall into
place. If not, go back and adjust
CONTENT
 Links – content is our primary source of
consistent link building at PCG
 Links increase of a page
Help search engines
with keywords that are used in anchor text
CONTENT
 Anchor Text
 One of the strongest signals search engines use when ranking
If many links point to a page with the right anchor text, that
page has a good chance of ranking
 use 2 or 3 times throughout content using keyword and variations
of the keyword
CONTENT – BODY TAGS
 Keyword usage – 2 to 3 times (4 to 6 on lengthier pages)
 H1 headline – not as important as once thought, but still
should include keyword
H2/H3/H4/Hwhatever – not huge importance, but use as
needed
 Alt Attribute – even more important than thought! Always
add keyword-friendly alt tag to images
PHEW!

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On site-optimization

  • 2. Webpages are ranked by a complex algorithm, but basically on-site optimization comes down to: Picking the keywords you want to be found for Putting those keywords on a Web page in various ways so search engines know what the page is about WHAT DOES IT MEAN TO ~OPTIMIZE~ A PAGE?
  • 3. JUST PUT KEYWORDS EVERYWHERE!!!  URL (exact match domains)  Body – no variations  Headings  Metadata  We still put keywords in these places, but its requires a bit more thought nowadays… OLD SCHOOL ON-PAGE OPTIMIZATION
  • 4. NEW SCHOOL ON-PAGE OPTIMIZATION Think about humans before search engines  What value does this keyword offer someone?  Does it sound natural?  Use variations – limiting to one keyword won’t help you be found for similar terms
  • 5. SEARCH ENGINES ARE LIKE LITTLE BABIES They need to be be spoon fed…with text  Text only – HTML  Can’t read images  Can’t read Java  Can’t read Flash
  • 7. THROUGH A SEARCH ENGINE’S EYES…
  • 8. ON-PAGE ESSENTIALS Meta data The “official” data found in the <head> section of the HTML  Title Tags  Meta description  Meta Keywords
  • 9. TITLE TAGS The single most important part of on- page optimization (following the actual content)  It’s the first thing a crawler finds when it comes to your site
  • 10. SEE?
  • 11. KEY TIPS FOR META TITLES  Make it relevant and unique - need to give both the reader and the search a good first impression  Should include most important keywords toward the front  Use the business name at the end to establish branding and increase CTR for those who know who you are  65-75 characters (or else it gets cut off in SERPs)
  • 12. META DESCRIPTIONS  Short description what the page is about 160 characters or else cut off More important for alluring a user to click through than for search engine rankings  Appears in SERP results below the URL
  • 13. META KEYWORDS  Had value at one time – definitely not any more in Google  Yahoo still values keywords for site discovery, possibly not ranking
  • 14. OTHER ON-PAGE FACTORS  URL  shorter URLs perform better in SERPs and are more likely to be shared/linked to  Hyphens, not underscores  Keyword Location in URL  Keyword should be close to domain Pcgdigitalmarketing.com/folder/subfolder/SEO versus Pcgdigitalmarketing.com/SEO
  • 15. CONTENT  Most critical aspect of on-page SEO  Crawlers need to associate your page with a set of keywords  Need to give crawlers enough beef to understand what the page is about – 100 words typically isn’t enough  Should be written naturally to let keywords fall into place. If not, go back and adjust
  • 16. CONTENT  Links – content is our primary source of consistent link building at PCG  Links increase of a page Help search engines with keywords that are used in anchor text
  • 17. CONTENT  Anchor Text  One of the strongest signals search engines use when ranking If many links point to a page with the right anchor text, that page has a good chance of ranking  use 2 or 3 times throughout content using keyword and variations of the keyword
  • 18. CONTENT – BODY TAGS  Keyword usage – 2 to 3 times (4 to 6 on lengthier pages)  H1 headline – not as important as once thought, but still should include keyword H2/H3/H4/Hwhatever – not huge importance, but use as needed  Alt Attribute – even more important than thought! Always add keyword-friendly alt tag to images
  • 19. PHEW!