All key on-page SEO parameters to treat every page as a key landing page based on a strong theme of keywords and supported by appropriate Meta datas. On-page SEO consist in facilitating Google’s and Bing’s spiders understanding of your overall content architecture.
1. Target one « Theme of keywords » per page.
Each page need to target specific one « Theme of Keywords » or « Set of Keywords » using synomyms or close concept:
E.g for an European appartement rental company.
On results pages showing properties to rent on each city, you can for example target 3 sets of keywords:
- Appartement [city]
- Appartement rental [city]
- [city] appartment for rent
Once you have identified your keyword strategy for your entire website. Optimisation of Metadatas and URL’s can start.
2. Optimisation of your Ads on Google natural SERP
- Meta description
Pages associated to most competitive keywords and your core market
- use shorts URL of maximum 5 words.
- include THE main word targeted within the url separated words with symbol » – «
- URL rewriting Tools: enable to redirect a url including only text to the usually long amd meaningless url generated by your website CMS (Content Management System).
Deeper pages and long tail kewyword
Use Rich snippets and index your Breadcrumbs
3. Content and structure of a page
‘Every page is an opportunity’. For usability purpose, you should help your visitor to easily scan an article and continue its navigations within your site
Organise your content in different level and includes your keywords and their synomyms in your: h1, h2, h3, h4.
Concerning H1, you can have more than 1 H1 on a page but Matt’s cutts advise not to abuse it. Use H1 for what it’s primarly attempted meaning your main Header. Watch here Matt Cutts Video on H1
3.2. Bullet point and paragraph
should facilitate scanning and highlight key messages.
The amount of test can vary depending upon font size. We recommend at least a .75em font size, and keeping vertical scrolling to no more than « two flips of your mouse wheel ». Usability standards advise having paragraphs no more than « 11 words wide ». Depending upon graphics used this could mean 250-400 words. A very technical subject can easily require much more information.
3.4 Rich content
- Minimize or do not use Flash to have your website compatible with a maximum of devices
- For videos, easier is to embbed videos from youtube or dailymotion for fast streaming, better indexing and not take in charge bandwidth cost.
- For mobile device, don’t use flash and load optimised photos
Technology and tools
- Google have just launched Swiffy on Google Labs: http://swiffy.googlelabs.com/ to convert swf files (= Flash) to html5.
4. Internal link structure
4.1. Anchor text
Hypertext link :must be on main keywords targeted on that landing page.
4.2. Vertical navigation to deep pages
Must highlight most important pages and facilitate access to deep content
4.3. Shortcuts links to deep pages
Use links on your homepage or high level pages to increases ranking on keywords targeted on a deep pages
5. Indexing of your most important pages on Google and Bing
- Create .xtml sitemaps
- Include url in Robots.txt
- Submit to Google Webmaster tools and Bing
5.2. Canonical URL
On this video, after 7min14, Matt explains why Canonical Link element has been created.
- When you can’t generate permanent 301 redirect
- Backlinks as you can’t control how people link to you
- Uppercase /lowercase paths
- Sessions ID’s
- Tracking codes, analytics et landing pages
- On e-commerce website: sort by ascending vs descending order.
6.Indexing on Google Places and Indexing Reviews
Here are 3 useful links for implementation of Rich snippets:
- Google Webmasters Tools Help – About Microformat
- hreview – Technical documentation
- hreview-aggregate – Technical documentation
- Richsnippets checker: http://www.google.com/webmasters/tools/richsnippets