In our last Website Design 101 article we introduced what search engine optimization (SEO) can do for your Rhode Island business. We’re now going to focus on onsite SEO which is performed directly on your website. Initially setting up your on-sight SEO plan is typically best to be performed by an expert to ensure your website is getting the most possible exposure. If you hire a company be aware of the companies that offer quick-fixes and promises to raise your website high in the search engines – SEO is an on-going effort that needs to continue for a period of time in order to produce results. So choose a company who can not only perform SEO on your website, but also educate you in how to maintain their good work. This article explains some of the principles and terminology these experts will use, so you can work with your chosen company more knowledgeably.
Onsite SEO requires that you define keywords that clients would use to search for your type of product on the internet. These defined keywords then need to be placed in nifty positions within your website, ready to be seen by the search engines. The search engines are mighty clever and use all manner of twists and turns, officially known as ranking algorithms, to decide which website most closely matches the search terms. When your website SEO is working well, your keywords have been placed in the best positions on your website, and your Rhode Island company will appear high up in the results for searches related to their business. For example, website design company in Rhode Island is a term that is beneficial for J&R Marketing to show for. (Check out our SEO work and try Googling that term now!)
You may not realize it, but a website has various key parts, each of which has to include the keywords which will be offered up to the search engines’ ranking algorithms. And this is where the art of SEO comes into play.
URL address – URL stands for Uniform Resource Locator and is simply your web address. As a plumber on call 24/7 in Rhode Island, you could choose a specific URL for your website homepage which includes the most important keywords, for example, http://www.rhodeisland24hourplumber.com. Each subsequent page on the website also has its own URL address, and this too must contain specific keywords.
Meta Title – this is a short title of at least three words, which explains what the website is all about and must use your defined keywords, preferably at the beginning.
Meta Description – this is an expansion on your meta title – a sentence or two about what your company is offering. It is seen in the search results and allows the customer to quickly assess if he wants to click through to the website. So clever use of tempting keywords here is essential.
If you want to know how these descriptions appear in a search, it would be something like this:
Rhode Island Plumber On Call 24 Hours
Professional and realistically priced plumber in Rhode Island available 24 hours daily. Rapid response. No call out fee. Ask for a free quotation.
If you want a plumber in the Rhode Island area in the middle of the night, and don’t want to pay extra for out-of-hours service, I think you’ve found what you’re looking for!
H1,2, 3 tags – furthermore within your website copy, there are H1, H2, H3 tags which refer to the titles, subtitles and subheader respectively. Ensuring keywords appear in each of these also helps in the SEO process.
Keyword density – you may have heard of this, and some think it is important to incorporate as many keywords as possible into the website text ie. High keyword density. This is not the case, and we will clarify some of these myths regarding when we discuss writing website content in a later Website Design 101 article.
Internal links – once the website is set up and the copy is written, it is important to link pages together based on the of the keywords which appear on each page. Again this influences your website’s visibility to search engines.
When dealing with onsite SEO it’s important to remember that everything that you do on your website is considered “onsite” SEO. (hence the name) So try to frequently add content related to your particular business. If you’re a shoe repair company, post an article with tips on repairing shows. If you’re a video production company write an article with the top 5 ways to choose a video production company. Good onsite SEO after it is properly setup, is just the matter of common sense and good, related content.