Page optimisation is the process of incorporating key terms and phrases into a webpage with the intention of increasing a websites find-ability. The more times these keywords appear on a single webpage, the more chance Google has to class the page as relevant to an associated search phrase. Because Google search results are ordered by relevance, you can affect the page’s ranking and presence by the process of optimising a page. The question is, what are the keywords and how do we incorporate them in a page?
In terms of keywords selection, there’s no straight answer. Ultimately it’s a combination of logic, research and an intuitive feeling that SEO specialists develop with experience. As for how we incorporate these keywords – in a way that increases its search relevancy – SEO specialists embed key terms and phrases (including variations thereof) onto the page and into the site’s coding.
This is effective because Google doesn’t view a website as we, the human viewer see it; Google sees a web page in terms of code. So optimising a web page with given key phrases enables search engines like Google, Yahoo, MSN and ASK, understand and index the relevant subject matter of that page.
The down side of page optimisation is the risk of making a page look completely artificial due to inexperienced web companies flooding their client’s site with keywords, page by page, and whilst this may increase a page’s relevancy, ranking and in turn traffic to the site, people simply don’t have the time or inclination to sit reading repetitive wafts of text. So, to make page optimisation work and make the site enjoyable and informative to visitors, we make every webpage as concise as possible and choc-full of content.
Instead of simply relying on page optimisation, we mix in other SEO techniques such as link-building and blogging to maximize the chance of the all important conversion.
By doing this, we can really improve our client’s online presence and business, rather than simply increasing the amount of visitors they get to their site.