As Google continues to weed out the quality web content from the garbage, many site owners are recalibrating and reprioritizing their online marketing efforts. And while ever-greater emphasis is being placed on social activity, the foundation of a solid web presence is still built upon on-page SEO. This is the boring, code-based stuff that most site visitors pay little attention to but is precsiely where Google starts when it first finds and indexes your site.
Search spiders are alot like people. OK, maybe not so much, but both do spend endless hours scouring the web and unravelling the ball of string that leads from what they're looking for (keyword phrase) to what they're looking for (relevant website content). Along this shared journey there are definitive site charatecteristics that appeal to both crawlers and people alike.
As you sneak a peek at the list below, you might be thinking: havnen't we got all this down by now? The answer, surprisingly, is no. Many sites still ignore some basic on-site coding while rushing head-first sliding and splashing into the social media pool. It's the mainstream media's fault. Really. We're lured by the coolest and hottest. The problem is, this worldview doesn't transfer over to the magical realm of the internet. Indeed, to remain competitively afloat on its relentlessly changing seas, requires more mindful navigation. Otherwise you'll end up just chasing the technology or trends. Why not be absolutley certain your basics are in order before mapping out where your online gold is buried. No need to rely on following the stars. Be sure your website is firmly anchored with these on-page SEO fundamentals and you'll weather any internet marketing tide:
Page title
Each page and/or post should have a one that is unique, descriptive and easily searchable. Just like the actual page content, if you have duplicate titles this will weaken your appearance to the search spiders.
Meta tags
These oldies but goodies, while still useful for search engines, are probably most beneficial now as a way to keep webmasters honest in regards to content. Spend time revisiting these and be sure that they match what's really in your page/post. Too many keywords or geographical references jammed into your metas will flag Google, so forget about it.
H and Alt tags
Be sure these are descriptive and accurate. Use a clear hierarchy of H tags throughout your site and try to include an H1 an every page. This single, simple item will really help to drive search engines, so choose your title carefully based on what's improtant to you.
Page links
Don't go overboard with these. Link to other pages within your site and off-site if it's useful to your business, but know why you're sending visitors away if you do.
Content
Useful, unique and full of relevant information. Clearly written, accurate and easy-to-navigate. Engaging, prominent calls-to-action. What keywords are people using to find you? vs. What you want to found for? Are these keywords on your site?
Test on different browsers
More and more people are viewing your brand for the first time on their smartphone, so be sure you make the right first impression. And I know you've already tested your site on Mac and PC and all the major browsers (e.g., Chrome, Safari, Firefox, IE), so I won't even mention that.
Site map
This helps Google find your website by listing out all the pages of your site. It can even provide information about what's on the pages and how often they get updated. Google smiles on sitemaps.
Robots file
The robots.txt file tells search crawlers which directories can or can't be crawled. Keeping this file current also prevents crawling of obsolete/irrelevant pages that don't offer any value to users coming in from search engines.
Social media distribution
Well, yeah, you still have to do this too. Blogging and social activity are no longer luxuries, they're essential. Thoughtful design and execution can ensure that wherever a user encounters your brand they'll be able to continue through any of your looking glasses and into your company's wonderland. So go on, weave your own tangled web.
One last thing, if you don't have a Google Webmaster Tools account, sign up for one. And add Google Analytics to your site too while you're at it. Most importantly, use the tools!
All this stuff takes time and energy, but the payoff is huge -- getting found online, building brand loyalty and making sales.
While it's tempting to try and take advantage of the latest and greates ways to reach your targeted audience, sometimes it just makes more sense to get back to basics and be sure your foundation is rock solid.
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