Increasing Your Search Engine Rankings
with On-Page Optimization

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The more thorough a job that a Web Spider does of crawling your site, the more information it will pick up about your site, and the more pages from your Website that will be indexed by the search engines.  These things will increase the chances that your pages will appear in search results. 

So you want to do things to your pages that make it easier for a spider to crawl.  You  want to "feed him the right stuff".  You want to Optimize your pages so they will give you the best search engine positioning possible. 

This optimization is called On-Page Optimization. 

Getting other websites to have links that point to your Website is covered under the topic "Link Building" and this is called Off-Page Optimization.

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Eight Steps to Increasing Your Web Page Rankings with On-Page Optimization"

1.  Establish Good Internal Linking for the Spiders

To insure that your Website is thoroughly crawled and indexed you want to make sure that the spiders have an easy and descriptive path to follow when they crawl your site.  When setting up hyperlinks to other pages, text links are the best choice for spiders because spiders read text, but they don't read graphic images.

1. Place Text Links at the bottom of your homepage to all your main internal pages (this is not necessary for every page).
2. Create a Sitemap Page that has text links to all your internal pages and have a link on your home page pointing to the Sitemap page.
3. Give "Relevancy" to your pages by pointing to destination pages with Anchor Text Links that contain keywords.
   
   Anchor Text Links are plain text links that use the keywords and key phrases of the page they link to.  This will let the spider give relevancy to the page that the text link points to.

    

For example:
Say you have a website about cell phones and one of the pages has ring tones people can download for free and one of your keywords on that page is "ring tones".  You can point to that page from the main page in several different ways:

• You could use an image of a ringing phone to hold the hyperlink that points to the page.  The spider wouldn't be able to read the image and would simply follow the link when crawling your site.  Thus, the image would not give any weight to the destination page.
• You could use a text link that says "Accessories", this would be a description that would help your visitors, but since it doesn't contain keywords, it would not give any weight to the destination page.
• The best way would be to have a text link with keywords.  A link that says "Download Free Ring Tones".  With keywords in the link the spider will give more weight to the destination page.  It will also help your visitors better navigate your site.

2.  Use HTML Tags For Better Search Results

Each search engine indexes pages a little bit differently, but most give weight to pages that properly use Structured HTML.  There are four HTML tags that are important to use:

1. TITLE TAG
   All search engine spiders look at the <TITLE> tag, so be sure to include the most important keywords of your page in the "title" tag for the page.  Each of your pages will likely have a different title, because each page will likely have different keywords.
   
   Keep your title short and to the point.  The longer your Title, the more it dilutes the importance of the keywords that you have placed in the Title.
2. META TAGS
   Many search engine spiders look at the <META> tags on your site. The two most important ones that you should use in your pages are the “Description” and “Keywords” meta tags.
3. HEADING TAGS
   Heading tags, <h1> through <h6> should be used throughout your content.  These tags tell spiders that your document is using Structured HTML.  The <h1> tag uses the largest font size and <h6> is the smallest.
   
   Of particular importance are the usage of the <h1> and <h2> tags.  Use the <h1> tag to indicate the beginning of your content.  Use the <h2> tag as a sub-heading or a paragraph heading.  Theses two tags are given extra weight by the spiders when they contain your keywords and you also have your keywords in your content.

Why are we so concerned about heading tags and page structure for SEO?
We'll, here's a quote from Google's Search Engine Technology Overview:

"Hypertext-Matching Analysis: Google's search engine also analyzes page content. However, instead of simply scanning for page-based text (which can be manipulated by site publishers through meta-tags), Google's technology analyzes the full content of a page and factors in fonts, subdivisions and the precise location of each word. Google also analyzes the content of neighboring web pages to ensure the results returned are the most relevant to a user's query."

So we can see that Google's search engine looks at Page Structure and Page Content as well as HTML tags in determining how relevant your site is in a query search.

Go to Page 2 or click the Tutorial Next button for the next step.

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