On-page Search Engine Optimization is the modification of the pages on your web site to include your chosen keywords. The keywords should appear frequently in your copy but not so often that it stops making sense to your readers. Don’t try to jam all of your keywords on a single page. Each page on your web site should focus on a different set of keyword phrases.
In addition to the body copy, the following elements of your website should include your keywords:
- Title Tag
- Page Headings
- Anchor Text (aka Link Text)
- Alt Text (aka Alternative Image Text)
- Meta Keywords
- Meta Description
Title Tag
Make sure the title tag is unique, 70 characters or less, and contains pertinent keyword phrases to match the page copy.
Page Headings
Utilize H1 tags on every page. Put your keywords in this tag to let the reader and the search engines know exactly what each page is about.
Anchor Text
The anchor text is the text that is underlined when you hyperlink. Use meaningful, keyword-rich text that describes the page to which you are linking. This is especially important if you are linking to one of the pages on your own website.
So instead of using:
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Use:
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Alt Text
Alt text provides information about your images to screen readers (for the visually impaired) as well as to the search engines. If possible, use your keyword phrases to describe the images on your web pages.
Meta Keywords
Although some search engines do not look at the meta keywords tag anymore, it can’t hurt to list your top keyword phrases for the ones that still do.
Meta Description
Although this tag is no longer used to determine your page rank, the meta description text is often placed beneath your link in the search results. Therefore you want to populate this tag with keywords and marketing text that appeals to the reader, enticing him or her to click on your link!
Check back next week for Part II of the Web Site SEO series: Creating an Inbound Link Strategy.