Website Optimisation

Website Optimisation

It is a myth to say that websites can be optimised as a whole. The reality is that each and every individual page contained within the website itself has to be optimised on a page-by-page basis. However, this process does not rely on any kind of magic or lucky chance; it is a quantifiable, systematic approach that only has one right way, but unfortunately lots of wrong ways.

Any website that does not have its pages optimised for the search engines will at best, struggle to compete against its competitor sites and at worst, will never get found at all for the SEO Keywords that your prospective customers are tapping into Google, Yahoo, Bing and the like.

Website optimisation or website SEO can be split in to two very distinct areas of focused activities; 'on page web optimisation' and 'off page web optimisation', both of which will have dramatic affects on the website performance itself.

On-Page Web Optimisation

On page website optimisation provides the essential platform, or building blocks, for the successful development and long term strategic direction of the overall search engine optimisation strategy of the website and involves the critical analysis of the following website performance metrics. It is important to note that all on page optimisation techniques and principles can be implemented quickly and affect the website performance with immediate results.

  • Page Title: Does the page title contain a relevant search term?
  • URL: Is a relevant search term contained within the extended URL?
  • Description: Is a relevant search term contained within the Meta description?
  • Headline: Does a relevant search term form the basis of the headline tag?
  • Link Quantity: Does the web page exceed the maximum number of internal links as prescribed by the search engines?
  • Title Tag: Does the title tag exceed the maximum number of characters as prescribed by the search engines?
  • Meta Description: Does the Meta description exceed the maximum number of characters as prescribed by the search engines?
  • Key Words: Does the amount of Meta keywords exceed the optimum number as prescribed by the search engines?
  • Image Alt Tags: Are there any alternative image tags missing?
  • Canonical Link: Is there a canonical link tag advising the search engines of deliberate duplication of pages?
  • Page Kb: Does the web page 'size' fall within the limits as prescribed by the search engines?
  • Stop Words: Does the web page title contain any stop words?
  • Telephone No: Does the web page contain a telephone number in an accepted text format?
Web Designing Stage

Website Designing Stage

A common question we get asked is "why didn't our web builder (or designer) take this on page optimisation into account at the Website Designing stage, before the website was built, and why have we got to get it put right after the event?"

The simple answer is; a different set of skills and disciplines are required, which do not always fall within the remit of web building companies. Website designers are highly qualified people with technical skills, whereas on page optimisation requires the skills and abilities to research, analyse, compare and ultimately write critical sections of web copy so that the search engine crawlers and robots can easily find what they are looking for and index the web pages accordingly. Unfortunately, without the correct and detailed on page optimisation in place, all other efforts and activities to promote the site will potentially be in vein.

Off-Page Web Optimisation

Off page optimisation refers to activities that can be carried out over the life time of the web site. Some cannot be accelerated, such as Domain Age, whilst other website optimisation metrics can be positively affected and relatively quickly. One of the most powerful metrics used to increase the Page Rank of a web site, and consequently its website performance, is the quantity and quality of inbound links coming into the domain itself or to a specific page of the website. Other off page search engine promotion metrics to consider are as follows:

  • Domain Age: The age of a domain according to the first registered date in WHOIS records
  • Page Rank: An indicator of the overall quantity and quality of links to a web-page as determined by Google's page rank algorithm
  • Indexed: The number of pages in a domain that have been indexed by Google
  • Page Links: The number of inbound links pointing to the specific web page
  • Domain Links: The total number of inbound links to the entire domain name or website
  • Educational/Government: The total number of inbound links pointing to a web-page from Government and Educational sources that are external to the website itself
  • DMOZ Directory: Whether the site is listed in the Open Directory Project's (DMOZ) Directory
  • Yahoo! Directory: Whether the website is listed in the Yahoo! Directory

The Performance Gap Company

Website optimisation using relevant SEO keywords is absolutely critical for successful website performance, but it doesn't have to cost a fortune and here at The Performance Gap Company, that's what we do best.

Why not drop us an email with your web address and we'll take a quick look at your site and let's see if we can help each other to help ourselves? missinglink@performancegap.co.uk