Optimizing your webpage for search engines is often confused with having keyword rich content on your website. Though, not entirely incorrect, quality content play a huge role in search engine optimization, but there are various other factors that make it worthy of search result position. So, what is quality content? For search engines, quality content is something that supplies a demand and must be linkable.
The content on your website is best when it supplies a large demand, this means the information you offer on your page is something that people are interested in. A Wikipedia article that defines Web 2.0 clearly to its readers can be a good example of quality content. Web content in commonly misinterpreted with textual content on a webpage, however, it could be anything from a video to an image to even a sound clip as long as it fulfills the demand of its audience. Secondly, there is no point of having content on your page if people can link to it. Search engines will find it very difficult to rank you page and your content will fail to drive any web traffic. For instance, if your content is only accessible after login and it cannot be shared or reproduced is bad for search engines and for most users.
Following are some important on-page elements to consider that makes your webpage attractive for search engines.
Focus on Value rather than Self-Promotion
Your on-page content should provide value to your viewers rather than self-promotion. You must have noticed some to-do articles, way to improve, and walk-throughs rank right on top whenever you search something on Google. This is because search engines give better weightage to the content that offer valuable information to most readers unless of course you are paying search engine to display your page on top. So, focus on content quality, your text, images and multimedia must be remarkable so much so that more than 80% visitors describe your page as useful, unique or high quality.
Make Sure your Page is Crawler/Bot Accessible
In order to ensure that your webpage is crawled by search engines there are a few things you should consider like the URL structure is static and unique with no dynamic parameters. A good URL is one that shown the hierarchy of information on the page like shown in in the example below. Search Engines will crawl it like the page information is about API integration for Ecommerce websites. http://www.shahrukhsaeed.com/web-projects/ecommerce/api-integration/
Apart from the URL structure, the page Meta should include title and description with keywords and Meta robots tag allow crawling and indexing of the page. Any broken links or pages temporary unavailable should be set 301 redirection. Lastly, you content should load in page’s HTML not via post load JS/AJAX/iFrames etc.
Focus on Web User Experience
User experience (UX) is not just about the page aesthetics, layout, navigation and ease of use, it includes everything with which a user interacts. Therefore, in order to optimize your page for search engines double check your browser compatibility and device responsiveness. Google give better weightage to websites that are mobile/tablet responsive in search results. Also, it is important that your page renders fast, and ideal situation would be less than 0.5 sec to first response and less than 4 sec to primary content loaded. Your page should fully load with a minimal number of browser requests. For more on user experience Click Here.
Use Keywords More Sensibly
Keyword stuffing is a common malpractice of digital marketers and professionals who wish to rank their website on top. Using competitive keyword phrases is a crucial part of your on-page SEO strategy, but only if you know how to use them sensibly. Your primary keyword phrases should appear in your Meta title, URL and page headline. Try to make your targeted keywords more prominent with bold/italic/sizing etc. while keeping your content logical and comprehensive. Also, images on the page should employ descriptive keyword rich alt attributes, while descriptive anchor text may be used for links pointing the page.
Page Sharing on Social Networks
Once you have a descriptive URL that clearly defines the page topic you must consider including sharing options on social networks for the page audience. Similarly, it is important that the information you provide on your page should have some value that people don’t mind sharing it with their friends, colleagues or among their social circle. Google give better weightage to external links that link back to your website and social media sharing is the best way to do that.
Authorship, Rich Snippet & Schema
The information provided on your page must be owned by an author/publisher in the markup via Google+ attribution. Similarly, as appropriate with the content or topic use Standard Data Markup to promote your content. By placing schema markup you actually help search engines to show more relevant results according to their queries. On the other hand rich snippet help Google algorithms to better index and understand the content on your page.