On-page is everything to do with your website from the visual elements such as the words, the images and the menu structure to the bits that are ‘under the hood’ such as the coding. This post is all about how we do on-page optimisation.
At Marketing UK we will work with you to ensure every element of your website is working to not only work well in search engines but to also meet and exceed the needs of your visitor, after all it’s people who use your services not search engines!
Planning the campaign
When we start a new SEO campaign we need to look at you site and ask the following questions:
- What is the purpose of each page and who is it intended for?
- Who is the sites target audience?
- Does each keyword have a page dedicated to it?
- What are the keywords for each page?
Once we have answered these and other questions, we can then start to make sure that the site not only works well for search engines but targets the right people. After all why increase traffic to your site if it’s not the right type of traffic.
Internal navigation title
Well organised and structured internal site navigation is vital to the success of any website. It not only tells search engines what your most important pages are but also helps your visitors find the information that they are looking for.
We will recommend any changes that are necessary to ensure that your internal navigation and linking structures are providing as much benefit as possible.
Meta content optimisation
Meta tags (title, description and keywords) are an important element on any webpage. They help to inform search engines what that page is about. It is important that these elements match or relate to the keyword that you want to optimise a specific page for. Our consultancy will highlight any deficits here and provide you with the content to remedy any problems.
Although images cannot be “seen” by search engines the coding can and it is this that search engines use to work out what the image is and what it is of. We will highlight any changes that need to be made to this coding to make sure that they are fully optimised.
We will look at your ranking pages and advise upon how they can be better optimised. Are keywords being used well and in relevant places? Could the pages be technically implemented in a different way in order to make it more keyword-rich and relevant to search engines? Again our consultancy will focus on these elements and advise.
Where your site does not have content about a certain keyword we can create it for you using our team of content writers. This content will be keyword focused and designed to meet the needs of your users; after all they are the people that spend money, not search engines.
Landing page optimisation
The keyword result will highlight which pages are currently ranking for each agreed keyword. The research will also show us where a ranking page is completely lacking from the website. This will allow us to decide which pages need to be further optimised for their target keyword and which new keyword related pages need to be added into the website.
Pages where the content is identical (or nearly identical) to content on other pages can force your pages to unnecessarily compete with each other for rankings.
Duplicate content can also be viewed by search engines as an unethical way of building a lot of spam-like content. We will analyse your website for duplicate content issues and consult on ways to both improve site content and structure to alleviate any issues.
XML sitemaps and submissions
Sitemaps are an easy way for webmasters to inform search engines about pages on their sites that are available for crawling.
In its simplest form, a Sitemap is an XML file that lists URLs for a site along with additional metadata about each URL so that search engines can more intelligently crawl your site.
We will check for the existence of a relevant sitemap and consult on how to best produce one or more sitemaps to suit your requirements.
An essential part of on-site work is to make sure that your site is running as problem free as possible. It is easy for pages to become overlooked when content is constantly being put up and taken down. We will regularly crawl your site to protect against broken links and other technical errors such as 404s, broken links and empty meta details.
HTML is the language of websites and just like any language if you want to be clearly understood you need to be using the right words and phrases. We will go through your sites HTML to ensure that it is performing as well as it can, removing duplicates and that it is clean.
Canonical links are important signals to search engines but they are often misused or underutilised. We will go through each page of your site making sure that these important signals are being used correctly.
A no-indexed page means that the search engines have been told not to add this page to their index. There are times when it is necessary to no-index a page, there are times when it has been done by mistake. We will go through your site to make sure that there is no page being no-indexed by mistake.
We will look to see if Google, and the other search engines, are indexing your pages properly. If they are not then it is a sign that they are not fully understanding what each page on your site is about.
Search engines do not look at every page of your site all of the time. Their “spiders” will come to your site, go to a number of your pages and then leave. By seeing where the spiders go we can see where the search engines are crawling and if they are crawling the most important pages of your site. If they are not we can put measure in place to encourage them to.
Schema / Structured data
This relatively new coding is there to help search engines understand the most important details on each page and present it to their users. We will look to see if your site has utilized Schema mark up on the site and see if it is functioning correctly.
This is an important factor to look at. Search engines do not like to rank slow sites well as people do not like to use slow sites. We will look to see if your site is running nice and quickly and fix any issues that may be holding it up.
Custom 404 pages
404 pages are often over looked when creating sites and although every effort is made to limit a visitors exposure to 404s there are times when a visitor lands on these pages. We will work with you to make sure that your 404 pages encourage your visitors to stay on your site rather than go elsewhere.