SEOIn year 2012 Growth Path helped many of our clients build brand-new websites, and this year we further help them bring their websites to the next level, which include updating regularly with dynamic content, as well as improving website visibility and usability. Nowadays it’s common practice for consumers to research online for information, and businesses are building online presence to get in front of their target audience, so it’s essential to improve on your website’s search results ranking to get to the attention of your target audience. Here I’d like to share some of my learning on search engine optimization.

First of all, there are two aspects of SEO, on-page and off-page optimization. An effective SEO campaign will usually take into account both aspects, but the importance of good on-page optimization cannot be overstated and thus it’s the focus of this blog post. Here are the three important factors that we need to consider when it comes to on-page optimization of your website:

Page content

The content of a page is what your audience comes to see, so obviously it’s a very important factor for search result page position. The key to create good content is to really understand the needs of your target audience and figure out what content they want to see. In addition, don’t just limit your content to text and pictures; take advantage of rich media such as audios and videos. Make your content dynamic by adding blogs, news, and social media, as dynamic content brings people back to the site and helps in search engines ranking.

Another aspect of page content is using the right keywords in your content, and keyword research is a starting point to understand what keyword phrases your target audience uses in search engine, so you could include those keywords in your content.  You want to place them as naturally as possible, but there are a few places where you should make sure your most important keywords appear in your page content- near the top of the page and at the beginning of paragraphs.

URLs and Titles

The URL of a webpagecan be one of the most important factors of on-page optimization, as relevant keywords in the URL can give you a small but perhaps crucial rankings boost. All your URLs should reflect the category hierarchy of the given website, and they should also indicate what the user can expect from the content of the page.  When search engines analyze a website, they pay particular attention to what’s in between the HTML heading tags, especially

,

, and

, so titles and subtitles are important positions for keywords as well.

Meta Tags

Meta tags are used to instruct search engines on how a particular webpage should be indexed. Two types of meta tags – title tag and meta description – are important factors for on-page optimization. Title tag tells the search engines what your page is about, and it shows up in both the top of a browser and applicable tabs. It should describe the content of the page with the most important keywords first, with your brand name included in there. While Meta description tag is not important to search engine rankings, it’s extremely important in gaining user click-through from search engine result pages.  It should optimally be between 150-160 characters with the important keywords, and having a compelling description is key to entice your target audience to click through. 

Working on SEO to increase your search results ranking can greatly improve the ROI of your website. When someone searches your keywords and finds you, there is a pretty good chance that the person will be a solid new business lead; and your web pages showing up among top result pages leads to enhanced credibility of your business. On-page optimization is a fundamental aspect of SEO and can be well worth the time and effort.

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