Learn about on page SEO optimisation with this simple guide

The question that keeps coming up in the SEO field again and again is “What is the best way to optimise my website for search engines?” The truth is, there is no ‘perfect’ way to do this. Due to search engines now changing their methodology into how they view and rank a website, it’s becoming very important to look at other traffic sources that can be interconnected. And this is not just changing some coding on the backend of your website. It’s now much more technical and below I will describe to you on how the steps that are needed to have the best chance your website appearing favorably in search engines.  NOTE: You will need to be technical savvy and in some cases a developer needs to be brought into the picture (But hey, that’s what we do here at Online Marketing Gurus 🙂

Step 1 – Unique: Google has been pushing it again and again, make sure your content and website is completely unique. Long gone are the days of copying someone else’s website copy, spinning it and posting it on your own website. Google has become much smarter since in that it will most likely not list your website in their search engines.  So here are some vital points to writing unique content:

  • Provide content that is going to provide value to the customer. E.G – If you are writing about being a plumber in Sydney, make sure you not only list that you’re a plumber in Sydney but what makes you more valuable than everyone else. It also helps to list some USP’s (Unique selling propositions)

  • Include some unique text, images and videos where possible. This will provide more value to Google but it also build a higher level of trust and the chances of converting increases. That way if you have 10 visitors, at least 8 would say it’s useful content and they found it to add value to their user experience.

*no one likes a copycat!

Step 2 – List your targeted Keywords: This is a very touchy subject, especially with the recent changes in Google’s algorithm. Some SEO’s say you should have a keyword density of 10% some say 2%, so what’s right and what’s wrong? The truth is there is no definite answer. When my SEO managers do our content briefs for our client’s websites, they don’t list a specific density, they merely list the targeted topic, give direction for the content that needs to be produced and let the content writers imagination go wild. In saying that there are so must do’s when targeting your keyword to it’s designated page:

  • The page targets the users intent. I.E blocked drains, It should target that topic.

  • Targeted keyword in the first part of the titles element.

  • The targeted keyword is in the URL

  • Content uses related terms around the targeted keyword.

  • Bold targeted keywords (only if necessary)

  • Use anchors if needed to link to other pages on the website.

  • Primary keyword to be used in the pages H1 heading.

Secondary keyword to be used in the titles, headings and content wherever seen appropriate.

Step 3 – Crawler accessibility: Many people keep forgetting that Google is a robot not a human. The best way to look at it is to look at it from Google perspective, that’s why it’s important to make it as basic and easy to read for them as possible, this means having a fantastic structure.  Here are the must do’s when optimising your site for Google:

  • URL Is static – Here is an example of a simple URL: lpzplumbingservices.com.au/blocked-drains. You might noticed that your URL might look like this: pumkins.com.au/abd?!124. You need to make sure it’s clean and represents what the page is about.

  • Content is unique – If there is duplicate content on the website on two more pages, it’s best to canonicalise from the duplicate page to the unique page.

  • Content will load in HTML. WordPress is a great opensource CMS.

  • Keep the inner pages to a minimum of 4 clicks from the home page. This means if it’s take more than 4 clicks to reach the desired page it’s too deep in the website.

  • Use 301 permanent redirects – If there is any old page that needs to be sent to a new page, use a permanent 301 redirect to let Google know that the page still exists.

  • Robots.txt file does not block crawlers

  • Key pages element lengths:

o   Title <75 characters

o   URL <90 characters

o   Meta Descriptions <160 characters

§  Try to as close to the above limits as possible.

  • URL is included in the sites XML sitemaps.

Perfectly optimised Meta Description

Step 4 – Multi Device Ready:  This step is usually the most overlooked part of optimising your website. Although, it doesn’t come to actually ‘optimising’ your website, it’s still very important in the scheme of things.  With mobile searches looking to creep up around the 50% margin in the next few years, you would be a joker not to optimise your website for these users. Here is what you need to do:

 Create a mobile friendly website: Make sure this is optimised correctly, I.E. they can still see your phone number, content and put an enquiry form in. Nothing bugs me more when I go onto a mobile website and can’t find what I’m looking for in a short period of time, I will go to another website. Enough of me rambling, I guess I just see it as a touchy subject to me.

Step 5 – Accommodate Social networks: With social networks consistently increasing popularity, you want to make sure  that you give the customer every single possible chance that they can share your website/content with the their social media world. Overtime social media has overtaken word of mouth so you need pay particular attention to it. Here are a few tips:

  • Include all social media that are applicable on your sharing options: This means, Twitter, Facebook, Linkedin, PInterest (if required) and most importantly and overlooked, Google +

  • Make sure the page as sharing value: I.E it will bring value to the audience that it’s getting shared to.

*The above social media icons should be on every page, especially your blogs.

know the above is a lot to take in and it takes some serious time and resources to give it a go and get your head around it. Remember, this is what we do here at Online Marketing Gurus, day in, day out. So if you need a hand feel free to give us a call.

I hope you found the above information useful.

Andrew Raso
CEO & Co-Founder
Andrew is the CEO of OMG and one of the founding members. He has a long illustrious career in the SEO and SEM industry and has written for many prestigious websites, including entrepreneur.com, jeffbullas.com, searchenginejournal.com, kissmetrics.com and contentmarketinginstitute.com. He was also featured on Sky News Business and awarded the 30under30 award by Anthill.