Search Marketing: What is on-site optimisation?

September 20, 2011 - Digital State Marketing

The return on investment from search engine optimisation is vastly greater than that of any other digital marketing practice, as long as your website is equipped with all the credentials required to rank highly. If you are unfamiliar with HTML, taking on search marketing by yourself can be quite a daunting process as it is extremely complicated if you are not familiar with the workings behind a website.

On-site optimisation is your tool to inform the search engines what your website is all about. If your content is boasting with an array of keywords and key phrases relevant to your business and placed in a relevant way, then your sites popularity will increase. On-site optimisation and content teamed with link building will ultimately pass the flow of link ‘juice’ through your website which will in turn lead to search engine optimisation success. Here are a few of the essential elements of on-site optimisation which should be considered and checked when updating your website.

META Page Titles

META page titles must be unique throughout your website. When the search engines are trawling through your pages they won’t be able to identify which sections are relevant for which topics if they aren’t titled properly. This can be detrimental for your site when the search engine cannot rank the page properly for your desired keyword.

People fail to realise the importance of having your key phrases in your page titles. These need to be as close to the beginning as possible. Also, page titles should be in sentence form as having a list of keywords just looks like you are trying to spam the search engine and could negatively impact your other search engine optimisation efforts.

META Description

This is crucial to your success on the search engines as it is ultimately the first impression a person gets when looking at your website. It is the description that is placed beneath your URL on the search engine results pages. Good META descriptions will naturally improve the click through rate of your website when it appears in the natural results.

META descriptions need to be structured in a sort of ‘ad’ format, in order to attract your audience. Generally these do not need to be as keyword rich as META Page Titles, but it doesn’t hurt to include one or two of your main keywords.

For more information on how the Digital State Marketing can help improve your on-site optimisation, please contact one of our Account Managers now on (01229) 484290.