Search Engine Optimization (SEO)
Consistent results from search engine optimisation requires careful planning and implementation, and a key part of achieving this is a durable process, refined from years and years of results for our clients.
The following touches on some of the necessary characteristics of on-page and on-site search engine optimisation, providing insight into some of the fundamentals of a successful SEO strategy. Keyword research and selection is the very core of any search engine optimisation strategy. The goal is to select keywords and phrases that have high traffic volume, strong commercial intent and at the same time are competitively reachable given the current state of your website’s rankings and authority. Once selected it is generally best to be committed to the successful ranking of the chosen keywords and build on their success. The platform and code with which website is developed needs to be SEO friendly. The website needs to be easily crawled and indexed by the Google bots and ideally easy to manage in order to optimise the URLs and other SEO elements of the website.
There can be great value in selecting or creating designated target pages within your website that can be the focus of specific keywords and phrases. Depending on the semantic and topical relationship between your selected keywords it is usually best to only target 3-5 keywords per page. Keep in mind that the home page is the most important page of the website so it is often best to focus this page on the most important keywords in your SEO strategy.
There are certain aspects of each web page that need to be specifically targeted in SEO strategy for keyword inclusion.
The main keyword or keyword phrase should appear in the page URL. This assists the search engine from determining page relevancy for the search query.
The most important keyword for the page should feature in the page title at least once and ideally be as close to the start of the title text as is appropriate.
It is considered best practice that the primary keyword phrase for the page appear in the main headline (H1) of the page.
Images and image alt attributes:
It is also considered best practice to have at least one image on the page. An image infers a comprehensiveness of the information on a page and also provides an opportunity to optimise the image with the page’s main keyword(s) through image title, file name and alt attribute.
Although the content of the meta description isn’t considered to be a a direct factor in Google’s algorithm, they are incredibly important in determining click through rate and user engagement. The meta description is your advertisement in the search results so it needs to be keyword relevant and also appealing and engaging.
With most website nowadays there are inbuilt SEO tools to help you improve your keyword density on and on-page keyword optimisation. One of the most well known of these tools is called SEO by Yoast, which is a plugin that is purpose built to work with any WordPress website. Any experienced WordPress developer should be able to help you install this tool onto your website.
Each target page should be at least 400-600 words, contain the target keywords at least twice and also include any appropriate semantically and topically related keywords and phrases. The content should be unique, valuable and more than just self promotional. The page content should be appropriate and relevant such that a visitor would be unlikely to go “back” to find an alternative and more relevant page or website. Ideally the content of the page should be of such value to the visitor that they share it socially or link to it.