On-page optimization is where you take each element of the pages of your web site and align them in a way that is likely to give you the most rankings for each search term you are going after. The focus is on the ease at which the pages of the site can easily be read by the search engines (the layout of the page), the actual content of the page and how that content is presented from a search engine perspective. Once the search engines have processed your site, each page is given a 'ranking score' for every potential keyword it could be relevant for, that compares it to every other page on the internet that is also relevant for those keywords. The most relevant page for each keyword is given the highest 'on-page' rank.
Although there are a large number of on-page factors, there are really four crucial ones:
• The Title Tag
• The Heading Tag
• The Domain name extension
• The Content
The title tag is the title of the page. It also shows up as the heading when your pages are listed on the search engines.
The Heading Tags are HTML mark ups you should use to let the search engines know what the headings are. The search engines do use the words in the headings to determine what this page is relevant for.
The domain name extension is what you actually name the specific page. Ideally the page name should be the same as the keyword for that page.
Finally there is of course the actual body text of the page. You want to make sure that the page is built around one or two key ideas focused on a particular keyword or very small keyword set. By utilising this approach, your page becomes focused and more relevant for the keywords you are targeting.
The internal site structure of your site is about how each page on your web site is positioned relative to every other page on your site. The internal site structure of your web site tells the search engines which pages are the most important on your site. If you have got an optimized site structure, the pages that you want visited most by your prospective clients should be getting the most 'power' based on the internal structure of your site. Most companies are totally unaware of this and are giving away a lot of their ranking power to pages that they really don't want ranked highly (such as their disclaimer, or their refunds policy page), and so making the pages they do want ranked highly weaker than it needs to be.
Off-page optimization deals with how well your site as whole is ranked for a particular keyword relative to every other page on the web. Your goal is to have the search engines see that your pages are the most important pages for the keywords you target.
Our philosophy is to take your site and optimize all the elements by focusing in on the 20% of ranking factors that has the biggest influence in the rankings. By doing this, we are able to achieve quick rankings for our clients that are there to stay for the long term.
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