When it is decided to optimize a website for search engines, the onpage optimization has to be the first action to be implemented. After verifying all pages from the code optimization point of view we will focus our attention on the offpage optimisation.
The onpage optimisation consists in:
- The content is the most important and it is represented by the text and images from the page. The content has to be relevant, original and unique to comply with the search engines algorithms and to be readable by the visitors. The search engines indexes only text content, so the structure, the number of words and the page position are very important aspects regarding this type of sections.
- The robots.txt files and meta-tags should be verified in order to eliminate possible errors which can stop the access of the crawlers to the content. This action will assure the pages availability for search engines.
- Setting the tag ‹title› is mandatory on all the pages which will be indexed. Also, the title must be unique on every page.
- The meta description represents the content displayed by the search engines, near the title of the page. The description has to be unique, in order to be appreciated in the search engines evaluation.
- The headings defines the page structure, for search engines. ‹h1› is the main section of a page and can be followed by ‹h2› to ‹h6›, depending on the website complexity and just if the structure involves so many sections.
- The keyword density is another important element helping the crawler to gather an idea about the content. We have to take into consideration the fact that even with the latest improvements the search engine doesn't have a human way of thinking, but a mathematic algorithm, which, based on hundreds of elements calculates the relevance of one page.
- The prominence of the keywords in the page sections, such as: Title, Description, ‹h1›, Body, is a very important part of the Search Engine Optimization process.
- Naming both x/html and image files or PDF, Word documents and other type of files, should to contain relevant keywords for the document’s content.
- The ALT tag for pictures usually contains the text version of the image, so that the search engines can “read” the images. The images alternative have to be short and concise.
- The site-map is an important element from two points of view: The HTML map helps the user to find easier the searched pages and in the same time the XML map support the the search engine indexing process of the website content.
- The 404 error page is the point where the users arrive, for a variety of reasons, such as: unavailable content, wrong typing and other. It is important that the 404 page to guide the user towards what can be of interest and must include a search form inside of the page or a link to the site map.