Guide to On Page SEO Elements – for Google and Bing
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Guide to On Page SEO Elements – for Google and Bing

Hello, my name’s Alec. I’m a search specialist
here at Koozai, and today I’m going to be walking you through a few
basic SEO on page elements. As you can see from the diagram behind me,
I’ve a basic web page that contains all of the on page elements that
you’d expect to see or could see on a web page. I’m going to walk you through
what these are, how to use them, a few dos and don’ts and the relevancy
of this to optimising your website. If we look at the top of the page, we have
the company logo. This is normally situated in the top left-hand corner
of a web page. Site visitors expect that to be a link to the home page.
This is a useful navigational tool. If someone gets lost within the site,
they can always find their way back to the home page. The company name. Now if this is text at the
top of a page, it should not be styled with an H tag. It should be styled
with HTML or CSS or whatever particular code it is that the website’s constructed
in. Moving on to H tags, you would normally have
potentially six on a page, although you’d expect to see at most one or
two. H tags are titles. They should contain the keyword that you are targeting
for that particular page and should be relevant to the text underneath
them. They should not be used for styling a page. CSS or HTML, as previously
mentioned, should be used to style a page. H tags are a specific on page
tool that SEO consultants will use to help create keyword focus throughout
a page. Moving down, keywords and content. This makes
up the bulk of the page. Most pages should have at least 250 words of content
on them. Keywords should be used throughout the content, normally mentioned
once within the first sentence, within the closing paragraph, and
in a few other places throughout the page. They should not be used
in such a way that they are keyword stuffed. They should be readable and
not break up the flow of text on a page. They should not appear to a user
or site visitor as if you’re just stuffing keywords in, in order to feed
the search engine robots. Moving down the page, we have links. Internal
links are a valuable asset in your SEO arsenal. Site links or internal links
are used to promote other pages throughout the site. If we sell, for
example, widgets, it would be very relevant to have a page with a link that
says “widgets,” rather than something like “click here” or “read more.”
Make those links relevant to the page they’re promoting. This will help
create overall relevance for those pages. Images. Images are used throughout a site
for a number of different reasons. They should always have Alt tags.
An Alt tag is essentially a description of what the image is of. Again,
we shouldn’t keyword stuff here, but the description should be relevant
to the picture. If you have a picture of a widget, then fair enough, call
it a widget. But if it’s not, don’t use it just because it’s a keyword.
Every image should have an alt tag associated with it. Most search engines,
in fact, can’t read pictures very well. They won’t know what it’s a picture
of, and they’re not really trying to understand what it’s a picture of.
They will instead use the Alt tag to decipher that. Additionally, many browsers
cannot display certain images or may use time downloading them. An
Alt tag can be displayed in place of that image. Moving down to the footer of the page, often
a neglected area of a web page for optimisation, but a really valuable place
to optimise your site. There are a few things you’d expect to see in any
footer: site links to other areas of the site, important pages such as
privacy policy or site terms and conditions, about us, copyright in order to
protect your content, and your company address. This is particularly important
from a user perspective. It shows that you have a bricks-and-mortar building.
You’re located in a specific place and can be contacted if needs
be. This can dispel the image that maybe you’re a fly-by-night company or
you’re just going to take a customer’s money and run. Moving up to the top of the page here again,
the meta title. Now this will appear in the tab of any internet browser
that you’re using, be it Firefox, Chrome, or Internet Explorer. The meta title
also appears as the title in the organic listings. Should you be lucky
enough to get listed for the keyword you’re targeting, this is what will
appear as the link to your page from, say, Google. There are a few other on page elements which
aren’t as obvious. The Meta description, for example, can’t be seen without
looking at the source code of a page, but this description will be what
is listed underneath the Meta title within the organic listings. If you
do not specify a Meta description, it will use the first lines of text on the
page to describe what the page is about. This may or may not be the most
relevant. In order to control that, it’s very highly suggested that you
use Meta descriptions. Meta descriptions should be no longer than
155 characters. Google will not display anything over 155 characters. They
should contain the keyword that you’re targeting for that page. Another useful
trick is to capitalise the first letter of each word, something that’s
been proven to be successful in the paid listings. Many people carry this
over to the organic listings. Meta titles should be no longer than 65 characters,
as again, they’ll be cut off after that point. This gives us a basic overview of all of the
on page elements, ones that you can see and ones that you can’t see. The
idea here is that we’re targeting one keyword per page, and we have
that keyword mirrored throughout the H tags, the Meta title, the
Meta description. We have it in the footer, and if you have an image of the
product, you have it in the Alt tag of the image. This builds relevancy of
the page, and also the internal links that link to this page should use the
keyword that that page is targeting. This will build the relevance of
that page to the keyword and will help in being listed for it. There are a few other on page elements that
are worth mentioning here as well. First of all, the sitemap, there should
be an XML sitemap on every website. A sitemap has a link to all of the
pages that you would like indexed, and it is also the place where Google
and other search engines will go to identify what pages it is that
you want indexed. Another very important feature of a website
it the robots.txt file. It’s called a robot file because the search engines have programmes
which are referred to as robots. The first file that they look for
on a website is the robots.txt. Within this, you can allow or disallow the
indexing of specific files or file types or directories, and you can control
how the robots then index your site. But also, very importantly, you
have a link from the robots.txt file to the sitemap as this is the first place
that a search engine robot will go to identify what you want indexed.
It would also specifically look for the location of the sitemap within this
file. Other useful on page elements can include
things like geotags. If you’re a local business or you provide your
services exclusively to the local area, you’ll want to get into the local
listings. A good way to do this is to use a geotag. There are many free
generators out there that will be able to generate geotags for you based
on your location. They simply tell Google, or any search engine, this is
where we’re located or this is where we provide this service or product this
page is about. Geotags can be used on multiple pages and can vary from page
to page. They don’t have to be the same on every single page. For example,
if you had a taxi company that targets different areas, you’d use a
geotag on each page to target that particular area. Also another on page element which can be
used, often in a gap just underneath the header, is a breadcrumb trail.
This is a structured link to the page that you’re in. If you’ve gone from
a category page to a product page, you would have the category page dash
product page here. Now, this is very useful for site visitors to continue
navigating a site and also creates internal links which are contextually
relevant promoting those pages. These are the basic on page elements of SEO
that you would look to optimise on any website. If you’d like to know more,
please visit Koozai website at Like us on Facebook or follow
us on Twitter. Thanks for your time.


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