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Website optimisation (More commonly called SEO) is the process of making changes to your website to improve its position on search engines. Search engine optimisation can be broken down into two parts: onsite and offsite. Onsite optimisation consists of actions you take on your site to make it more appealing, while offsite includes strategies that are outside of your control (such as link building). In this blog post, I will explore both sides of website optimisation so that you can see how they play a role in improving your rankings!
A lot of websites leave onsite website optimisation to the end and don’t put much thought into it until they’re trying to rank for a competitive keyword. In my opinion, this is not the best way to do things! You should always make sure your onsite optimisation is the first thing you think about, it forms a solid foundation for your entire SEO strategy.
Images: You want to have a variety of images that show the diversity and quality of your work. Having too many low-quality, or stock photos can be detrimental to Google’s perception of your website.
All images on the website should have a descriptive alt tag and be keyword rich. This should be the same for photos as well. It is important to ensure your images are at a high resolution so that people can see them clearly on their screens. All images on a page must be optimized in size so that they do not slow down the webpage loading time.
Some website optimisation consultants are also now looking to include videos onto websites, but this could potentially detract from your website optimisation if done incorrectly.
Title Tags: A title tag is often what people see when they do an image search on their phone (and sometimes desktop). It’s important to fill your title tag with keywords that accurately describe what the page is about. Title tags should be under 60 characters in length and shouldn’t include stopping words like “the” or “a.”
Website Navigation: It’s useful for users if you organize your sections by topic, and use a consistent navigation system throughout your site. This makes it easier for people to find what they’re looking for on your website and is a good way of directing them towards your most important pages.
Planning the structure of your website is an important part of your site optimisation. Use a spreadsheet to plan all aspects of your site, from page needs and content descriptions to images and links.
Internal Linking: Links from one page to another are crucial as Google values the importance of related content. It’s also useful if you link out of posts that refer back to other blog articles or pages on your site.
HTML: The code that forms the structure of a website is called HTML, and it’s important to keep this up-to-date with any innovations in SEO. You want Google to crawl your website efficiently so they can rank you higher for relevant keywords!
Written content for Website Optimisation: Making sure your pages have sufficient written content on them to accurately describe your product or service is essential for website optimisation, it helps Google understand what your page is about.
This includes ensuring there is quality, keyword-rich sentences on the home page and relevant text throughout the entire site that relates to keywords you’re targeting for rankings.
Fresh content is regularly published on your site is also a key element of website optimisation this allows you to continually target new potential keywords which are being searched.
Identify New Keyword Opportunities: Identifying new keywords can be quite tricky, especially if you aren’t a website optimisation consultant yourself. There are various tools online to help you with finding new keywords to target, Google’s Keyword Tool is FREE (requires a Google Ads account) tools like SEM Rush or AHrefs also help you find them however these are paid for services. The best place to find what people are searching for and your site is being shown for is Google Search Console. You should use the performance report found within the interface and see which keywords your site is appearing for but with a low average position.
Offsite SEO is the hardest thing to get right, many factors contribute towards how well your website optimisation will work. Offsite SEO is essentially all about how your company appears across the web, where your website is mentioned on social media sites, business directories, and within articles on other people’s websites.
A key part of website optimisation is link building… But what is link building? Link building is essentially the act of getting backlinks to your website from other sites, this can be done through guest blogging (writing articles for another site and including a link to your own at the bottom), article marketing (finding relevant websites with high domain authority and submitting articles) or using social media. Another common link-building strategy is local citation building and directory submissions.
Website optimisation is a complex process that requires you to keep up with the latest innovation in SEO and marketing strategies. The best way to do this is by partnering with a consultant who can help guide you through all of the steps necessary for success.
Contact me today if you want more information on how we can work together towards optimising your website for search engine rankings.