Chapter 3: On-Site SEO

Chapter Objectives Identify the keywords that would be most worthwhile for a website to target in its search engine optimization efforts. Improve a webpage’s relevance for a target keyword by suggesting specific changes to the webpage. Improve a website’s likelihood of ranking for a set of keywords by suggesting changes that will improve the website’s quality signals to search engines. Identify possible technical issues that could be impeding a website’s rankings.

Keyword Usage URL Title Tag Header Tags Main Content Alt Text Anchor Text

1 st Stop in SEO Determine search phrases for which one wishes to earn a high rank, based on: 1.Relevance 2.Traffic 3.Competition 4.Current Ranking (existing websites)

Keyword Usage – Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text *Words in the URL receive heavy weighting in calculating relevance, so use it in URL

Keyword Usage – Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text Jewelry & Watches | Overstock.com Shopping - Top Rated Jewelry & Watches *The title tag also receives heavy weighting

Keyword Usage – Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text Jewelry & Watches Store *Within the HTML code of a website, header tags surround the word or phrase that gives a title or label to sections of the webpage

Keyword Usage – Category Page Virtually no written content Keywords in tags URL Title Tag Header Tags Main Content Alt Text Anchor Text *Use target keyword phrases several times in main content -Chosen keyword phrase: use 3%-5% of word count of at least 100 words of text -”Keyword stuffing” is inserting too often

Keyword Usage – Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text *Image has Alt Text/File Name which communicates information to web browsers

Keyword Usage – Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text *From external links from one page to another. Using several links among pages helps with navigation too

Keyword Usage – Sub-Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Sub-Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Sub-Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Sub-Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Sub-Category Page Slightly more written content “Wedding Band”, “Bridal Ring Set”, “Diamond Ring” URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Sub-Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text <img src=' Bridal-Ring-Set-F-G-SI1-SI2-P jpgBridal-Ring-Set-F-G-SI1-SI2-P jpg' alt="18k/14k Gold 2 1/3ct TDW Diamond Halo Bridal Ring Set (F-G, SI1-SI2)“>

Keyword Usage – Sub-Category Page <a class="pro-thumb" href=' Halo-Bridal-Ring-Set-F-G-SI1-SI2/ /product.html?refccid=J57CBJMBGISLO7CEYSKYXIGAUE&searchidx=0Halo-Bridal-Ring-Set-F-G-SI1-SI2/ /product.html?refccid=J57CBJMBGISLO7CEYSKYXIGAUE&searchidx=0' title="18k/14k Gold 2 1/3ct TDW Diamond Halo Bridal Ring Set (F-G, SI1-SI2)"> URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Product Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Product Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Product Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Product Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Product Page No unnatural keyword insertion “diamond”, “engagement ring”, “wedding band” URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Product Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

Keyword Usage – Product Page Supplementary articles useful for shoppers Potential to attract additional traffic URL Title Tag Header Tags Main Content Alt Text Anchor Text

Click-Through Rates from SERP Title Tag Meta Description URL

Overstock

Bounce Rate *Bounce Rate=click on page but “bounce” back because it wasn’t what you wanted. Want to keep it low and well written content helps

Bounce Rate

Load Time Overstock pages are data intensive – Could cause slow loading – Technically up to date People have a short attention span To help with load time: -Hosting site -Compress images -There are monitoring tools you can use

Grammar and Spelling

Fresh Content New products available Sales and promotions Articles Blogs Reviews Q&A

Quantity Content

Original Content <link rel="canonical" href=" Set-F-G-SI1-SI2/ /product.htmlSet-F-G-SI1-SI2/ /product.html" />

Ad Space Most online retailers have little incentive to show ads Your site will look as if it is lower quality when it has lots of ad space Don’t take up a lot of space with ads

Organizational Structure Home page For the home Furniture Bed & Bath WomenMen Jewelry & Watches Health & Beauty ElectronicsWorldstockMoreSale Home Decor Housewares Kitchen & Dining Garden & Patio Home Improvement Bath Shop By Room Featured Sales *Do not create multiple copies of a site at different URLs