On-site Search Engine Optimisation

On-site Optimisation

On-site Search Engine Optimisation is crucial to the ongoing success of your search strategy. It essentially forms the foundation from which the on-going off-site optimization best performs.
Once the keyword research has been completed we’ll audit your site to highlight quick fixes which will assist the on-site optimization process, these can include some or all of the following -

Domain & Hosting Check
Its important to ensure a site is hosted within the country it targets. Often a site being hosted abroad can be penalised for this. Search Engines also take into account how long the site has been registered for, so again this is checked.

Site Map
Google makes it clear that every site should have a site map. Providing both a clear navigation path for visitors and for search engine spiders it needs to be correctly constructed and kept up to date, if not dynamically generated.

Spider Traps

Spider traps are pages where spiders (or users) can enter but not leave the site using on page navigation. Following a broken or out of date link should not end the spiders journey and so this needs to be audited.

Content Accessibility Check
It’s imperative that site content can be accessed by the major search engines. Often a site built using Java, DHTML or Flash cannot be accessed and indexed by the search engines, leaving them assuming there is little or no content of interest. Details of content indexed by the major search engines will be checked.

Duplicate Content
Its important to check that duplicate content is not appearing on either another site, or within the same site but using a different URL. Any instances where this occurs can cause reduced link strength and will be documented.

Site Template including internal linking & key feature check
The internal link structure is often overlooked. The words used to link documents on a website give search engines strong clues to the pages content and meaning. Used correctly they are a powerful way of increasing a sites ranking for desired keywords.

Google Page Rank
Google ranks sites out of 10 for the quality and quantity of inbound links. Measurement of Google PR and actions designed to increase it will affect a sites ability to increase its relative rankings on keyword results.

Title Tags, Meta Description, Meta Keyword and H1 Tags
The Title Tags are probably one of the most important factors in achieving high search engine rankings. Simply by fixing the title tags of a page can often generate noticeable differences in rankings. Because the title tags are what appear in the search engine results page (SERP) changing them can also result in a higher CTR for the page.
To a lesser degree, but still important are the Meta Description, Meta Keyword and H1 tags. Current structure and effectiveness of these tags would be checked.

Copy Review
A key part of the process will be reviewing existing copy and making recommendations as to where new content would benefit the search campaign.