On-Site Search Engine Optimisation
On-site optimisation is the name we give to all the SEO activities and techniques that take place within the website being optimised. This is a broad area of SEO covering many topics from selecting the best page titles to designing an effective website structure and internal linking strategy.
Many SEO companies play down the importance of on-site SEO because they lack of experience or the skills required to make it work. Although off-site optimisation can (for some search engines) account for up to 80% of a site's ranking potential, on-site optimisation is the basis for the future of a website in terms of SEO. Many important aspects of off-site SEO can in fact come naturally as a result of good on-site SEO. In some markets, on-site SEO alone is enough to achieve top 3 rankings with all the major search engines, with a solid basis for long term results and natural growth.
Phase 1:
On-site optimisation begins by making sure the code of your website is error free and that search engine spiders can easily process the information on your pages. Then we find tune each page so that it clearly and concisely tells the search engine exactly what it is about.
Throughout this stage we try to maximise and fine tune the exposure of your key-phrase through the many levels of your website - from each single paragraph, to the entire website as a whole. Search engines need to see a certain level of emphasis on the phrase to render your site a worthy match, but it is crucial that we achieve a fine balance - too much emphasis makes us look too eager; too little emphasis makes it seem we don't care...
Phase 2:
The second stage of on-site search engine optimisation involves continuously monitoring our progress, reviewing our phrases and making sure your site is a competitor in every market that is worth targeting. Realistically, you want to rank well for a hand full of phrases - or more. But it is a fact that you can only optimise any single page so much for multiple keywords/phrases without weakening the other search terms. We have many techniques to get us out of this loop - but we'll just keep those to ourselves for now.