The Importance of On-Page Optimization

Getting a good ranking in a search engine via organic optimization isn’t always easy. There are a number of factors search engines evaluate when crawling a page and they are continually making updates to the parameters for site review. For example, Google’s recent Penguin 2.0 update (launched in mid-May) includes changes to the search algorithm designed to target what they called “black hat” spam. You can check out an article that outlines the rollout here:

As the search landscape continues to change, it’s increasingly important to make sure that your site has the fundamental on-page elements for organic search implemented correctly so that your site has a strong foundation for organic rankings. Below are a few of the core elements to take a look at on your site:

  • On-Page Keyword Consideration
    Ensure the core search keywords that you want to rank for (and that relate to your company and services) are included throughout the content on your site. As you add these phrases, it’s important to balance readability with keyword use and ensure the keywords are used in content on the pages where they best align. As you add keywords to the site, be sure to monitor site analytics to see what’s trending and what opportunities you may have for continued updates.
  • Title & Header Tags & Meta Descriptions
    Make sure each page on your site has proper title and header tags and that meta descriptions are included throughout. Keywords and core geographic terms should also be considered in the development of these elements.
  • Domain Age & Renewal Timing
    The age of your domain and how long it is registered can both contribute to your ranking. Consider registering your domain for an extended period of time when possible.
  • XML Sitemap
    A proper XML site map is important to facilitate proper site indexing.
  • Google Places
    With the latest updates, Google has placed a strong emphasis on Google Places listings. It’s imperative to ensure your listing is setup correctly.

In addition to the elements above, it’s important to ensure your site receives timely content updates to keep search engines coming back on a regular basis. Standard recommendations call for new content about every 10 days.