On-page search engine optimization is not rocket science, and it can be done by almost anybody who has basic HTML and SEO knowledge. That said; fully optimizing a site or web page to rank very high on SERPs must include specialized off-page SEO techniques to make a world of difference. Seasoned web designers strictly follow the laid down guidelines of major search engines to gain their desired results. The purpose of this article is to discuss the fundamentals of search engine-optimized web design, to help you learn with ease.
SEO starts with website design; that’s why it’s very important to only hire a designer who understands how to do it well. For search engines to rank your site for any keyword associated with your business, it must be present at least on one of your web pages.
The first thing a search crawler looks at when it visits a web page is the Title (<title> </title>) tag. The most important keywords or key phrases the page targets should be contained within this tag; never leave it unfilled or use irrelevant keywords. The textual content found within the tag will be displayed by search engines as the caption of your link, if it appears on their SERPs for queries related to your keywords.
The text found within Meta Description (<meta name=”description” content=”” />) is displayed on SERPs simply as the description of the web page. Try your best to make the Title and Meta Description of every web page unique and captivating, so as to entice Internet searchers to click on your link.
Meta Keywords (<meta content=”” />) used to be important elements of SEO, but not anymore. Google doesn’t use Meta Keywords any longer as its ranking factor, owing to the numerous abuses of this Meta tag in the past by unscrupulous webmasters. However, it still plays a minimal role in Bing’s algorithm. So, you might want to implement it.
Heading tags, such as h1, h2, h3, h4, etc, are used to give a hierarchy of keyword importance to search engine crawlers. The h1 tag must not be used more than once on a single web page, but the other Heading tags can be used a couple of times. Use them to prioritize important keywords on every page for search bots.
As a rule, each keyword contained in the Title, Meta Description and Meta Keywords must be used in the visible area of the web page at least twice. Search algorithms consider it as a form of keyword spamming, if the keywords used in Meta tags are not found on the user interface.
While I have laid down the basics of on-page SEO techniques for you, it’s not the whole story. If you want your site to rank very high on SERPs for competitive keywords, you need to hire someone who has an expertise in both on-page and off-page SEO.