SmallBiz SEO Perth is here to help, whatever your SEO challenges are, whether you want to plug your profit leaks, get more leads for your business or capitalise on your website to promote your products or services. You came to the right place.
You can’t deny that the internet will be your best option when done correctly, as it has been proven time and time over for many successful businesses. Getting leads for your business is the lifeline, and conversions to sales determine your long term sustainability and profitability.
Your first step is to know if your website is optimised for success, get your website audited now! YOU CAN’T IMPROVE ON WHAT YOU DO NOT KNOW!
Do you know how many people in Perth are searching for your business online?
Your customers are typing in searches such as “air conditioning perth” amongst many other search terms! Can you imagine yourself dominating search engines result pages that will bring you leads and business? The first step to improve your online presence and business, is to understand your website factors.
Although on-page factors are not as important as it used to be, it is still prudent to be aware of good on-page search engine optimisation requirements. On-page optimisation factors still play an important role in determining the quality and relevance of the webpages against the search phrases matching.
Off-page optimisation factors on the other hand are pre-dominantly used by Google to rank pages in their result pages. How the contents are populated on a page is important, use the most relevant keywords that are applicable to what your page is about, but keep away from what is known as keywords stuffing. Meaning to say, don’t put in the keywords for the sake of putting it in. Here are some simple advice;
- keep the pages easily readable, use simple sentences;
- create as many pages that are related to the main theme of your website;
- each page should contain at least 200 words as a minimum;
- pay attention to the link structure and avoid broken links;
- use keywords in your domain name but don’t overuse;
- use keywords and their synonyms all over the body text
- keep the text natural sounding for human visitors
- emphasize keywords using simple HTML mark up, ie by making them bold,;
- update your webpages frequently or give it some fresh content at a regular interval.
Key Concepts: Keyword Density, Prominence, Frequency and Proximity
Always keep in mind the golden rule, that the web contents are really made for human visitors. After you have finish your web page, take a step back and read it out aloud, ask yourself if they sounded funny or out of place? Do your keyword placements seem annoying? If so, correct them.
You should be able to differentiate between something that “sound organic” and “keyword focused” against “keyword stuffed”. Web crawlers will see text that are over saturated with keyword as spam, keyword stuffing is very harmful to your website, so make sure you keep away from it.
On the other hand, contents that sounded well; do not necessarily rank well. Your content will need to be keyword focused. Your text must be adequately optimised for your targeted keywords. Here is what Keyword Density, Prominence, Frequency and Proximity are all about.
Keyword density that is unnaturally high with respect to the web contents will be considered spam by all search engines. For example as a guide keyword density should not exceed 4% of the overall contents. Take for example, if you are optimising for “long-range weather forecast software” with the titles below;
- Weather Screen: long-range weather forecast software
- Weather Screen is a long-range weather forecast software that shows weather forecasts and daily horoscopes on your desktop
The keyword density for the first title exceed 65%, while in the second title does not even reach 20%.
Whereas in the “body” of the web page; its keyword density should be between 2-4% for each keywords. This means that every keyword or key phrase should repeat 2-4 times for every 100 words.
Each page should generally be optimised for no more than three keywords or phrases. Excluding stop words like “a“, “and“, “for“, “at“, “to” will increase the weight of your keywords.
Keyword prominence measures the keyword importance. When a keyword appears near to the top of the page or beginning of a sentence, its prominence is scored higher. A 100% prominence score is attributed to keywords or key phrases that appear at the start of the analysed page.
Whereas, keywords or key phrases that is in the middle of the analysed page will score a 50% prominence. Take for example, “plastic surgery”, with reference to the proposed titles below;
- Get your free report on plastic surgery
- Plastic surgery – Get your free report.
The second title score 100% for “plastic surgery” keyword prominence, while first example is about 50% or less.
Frequency is the overall number of times the keyword appeared in the analysed webpage. It does not take into consideration of the total number of words on the page. Search engines use frequency to measure the importance of keywords. The more the keyword is use, it represent its importance in the page, therefore it the keyword will be ranked higher. So pages with more keywords will be rated as more relevant results. But on the other hand, one should be aware on the penalty for “keyword stuffing”.
How frequency influences the rankings? Take for example “design” and the first result on Google is:
- Design Museum: London – design, architecture and fashion.
- London ‘s museum of international contemporary design.
The keyword frequency in the title 1 are 2 but 1 for title 2.
Google and some other search engines, use the concept of “keyword proximity” in their ranking algorithms. “Keyword proximity” refer to how close the keywords are to each other in a key phrase.
Take for example the keyword “electronic widgets”; “International Widgets Inc has been selling our electronic widgets for more than seven years. International Widgets specializes in electronic devices, widgets and other stuff…”
You see that the use of the word “electronic” and “widgets” close to each so the spiders will understand that the page is targeting people who are seeking these kinds of widgets.
HTML Elements (Page Areas) That Matter
Spiders see your web page as HTML code, not what is visible in a browser; search engine optimisation must take into effect the structure of a typical HTML document.
First, your HTML documents should comply with the XHTML standard. XHTML is the strictest standard of HTML (hypertext markup language). When you follow this standard, you ensure that your web pages are readable for search engine spiders easily. Check out more about XHTML at http://www.w3.org/
Every HTML document has two principal sections: the HEAD area and the BODY area. The HEAD section is between the <head> and </head> tags. The content of this section is invisible to the visitors when viewed in a browser. One of its elements is the TITLE tag (between the <title> and </title> markup). This is shown in the caption bar of the internet browser. The title will also be displayed in the search engine results pages.
Therefore, the TITLE tag is an important element. The head section also contained different META tags. As defined in w3.org, there are the META keywords tag and the META description tag:
<meta name=”keywords” content=”air conditioning “>
<meta name=”description” content=”Air conditioning company that actually care about you “>
Following the </head> tag closing, is the <body> tag opens. Everything that’s included within the body open and close tags (i.e. between the <body> and </body> markup) is visible on the web browser.
<h1> and <h2> tags are called HTML headings and range from the 1st (h1) to the 6th (h6) level. There were originally intended to mark logical styles for different heading levels importance: “h1” being the most critical heading in the contents and “h6″ the least important.
Likewise, search engines treat the <h1> tag as the most important; <h1> tag and should be used for the first heading. Keeping in mind that multiple uses of <h1> will trigger search engines spam flags, therefore use the <h1> tag sparingly and only when necessary.
The links tag is another critical body element, and is delimited by <a> and </a> tags. The image tags <img> is used to display appropriate images whenever a browser sees it in the HTML code.
Simplistically, an HTML document looks like this:
<title>Title goes here</title>
<meta name=”keywords” content=”keyword 1, keyword 2, keyword 3″>
<meta name=”description” content=”site description that is relevant to your website starting with your keywords”>
<h1>This is the first level heading which is important to search engines</h1>
<h2>this is a kind of subheading which is also important</h2> This is a sample text in the body of the page. This content must include a minimum of 300 words, with keyword density around 2% to 4%, maximum keyword prominence towards the beginning, middle and end of the page, and maximum keyword proximity.
<strong>This text will show in bold</strong>
<a href=”http://www.smallbizseo.com.au/seo-perth” title=”some widget site”>Link to some widget site</a>
<img src=”http://www.smallbizseo.com.au/seo-perth/image.jpg” alt=”and this is my image” />
Here is how we can optimise each of the tags.
The TITLE tag
The TITLE tag of your web page is the most important HTML tags. Search engines will use it to evaluate your pages’ relevancy for the appropriate keywords, and your TITLE tag shows up in the SERP (search engine result pages). However a word of caution, when there is a mis-match between your title tag and webpage content, you will be penalised.
It is important to your primary keywords in the TITLE tag at least once. Always place these targeted keywords at the start of the TITLE tag, i.e. make their prominence 100% as described earlier. Refer to SEO Perth audit report for recommendations. Points to consider for TITLE tag
- don’t use several TITLE tags on one page
- make sure the TITLE is the first tag in the head section
- avoid listing the same keyword multiple times in the tag
- avoid using the same title throughout your site.
- use unique title tag for each web page
- use key phrases which are semantically relevant to that page
- use variant forms of keywords whenever applicable.
Longer titles are better than shorter ones, but keep it to five to nine words, with character length of up to 70 words or symbols> This is the limit Google displays in search results. Your SEO Perth audit report will show you if you have exceed the maximum limit.
Make your title interesting and appealing to searchers to convince them that they should click on it. When you are creating your title you may wish to consider the following approaches:
<Title>SEO Perth – Free Search Engine Optimisation Report</Title>
<Title>SEO Perth Audit Tool – Free SE Optimisation Report</Title>
<Title>SEO Perth Report – Get Free Report</Title>
The title is a good way to reveal the main theme to reflect your business in the best possible way. And as indicated in your SEO Perth report, you should be able to include this quite easily.
Here are 10 strategies when writing your TITLE tags:
- position your keywords up front
- put your most important keyword phrase up front and your secondary phrase to the rear of the title
- make your title provoking statement that contain your target keywords
- write your title in such a way to ask a “thought provoking” question
- write a title that reveals a hidden truth or misconception
- keep your mind your target audience and their needs
- build honest titles that contextually correct and appropriate to your site content
- do NOT keyword stuff or stack the title full of phrases that do not convey an intelligent message
- do not include excessive capitalisation or special characters in your title
- keep your title under 70 characters.
The META tags
Two META tags that were previously very important to search engines were META keywords tag and the META description tag. Although META description tags has lost its importance to search engines, they are still critical in gaining user click-through from search engine result pages (SERPs). These short descriptions are webmaster’s chance to promote its content to searchers and let them know exactly beforehand what the given page has with regard to their search.
The META Description
Syntax: <meta name=”description” content=”SEO Perth audit tool is free for use. Then use the checklist to improve your on-page factors” />
META description will show up in the search engine result pages. If you do not provide any META description to your web page, the search engines will often using the first few words of your web page or other text selection where the keywords relevant to the searches. The META description tag should optimally be between 150-155 characters.
Keywords and key phrases should be included in the META description tag but do not repeat them too many times. Similarly, the META description tag should be unique for each page that is relevant to its contents and target keywords of this page.
Although Google doesn’t take into consideration the META description tag when determining relevancy, but it uses it in the snippet description of your page in the search results. Using the Meta description tag correctly and appropriately can help you increase your click-through rate to your web page. In its turn will increase your web traffic.
The body text
The main content which is visible to your visitors is placed within the body tags. Remember the importance of Keyword Density, Prominence, Frequency and Proximity described above. Always spread your keyword phrases such as spaced throughout the body of your web page in natural sounding sentences and paragraphs. Keep separate words of your key phrases close together for proximity score. Put a semantically secondary key phrase in the middle and at the end of your body text. Have some of your keywords in bold using the <strong> tag for emphasising a semantic indexing. Similarly the use of <em> tag to add stress emphasis to the contents.
It is recommended that the minimum word count for a page is 300 words however, it is best to exceed this limit, for example 500 to 1,000 words.
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