Optimising your website for both internet marketing as well as SEO can clash quite often. Web designers have one idea in mind, but SEOs have another. Something that may look great in terms of design may negatively affect SEO. For example, Google does not like to process a lot of code when it loads a page on a web browser and so in-line styles that can improve the looks and feel of the website could negatively affect the way Google rates the page’s SEO.
Optimising Web Pages for Organic Search Versus PPC
Website optimisation for SEO and AdWords can also clash. Some companies go as far as having different landing pages for organic search and pay-per-click (PPC) marketing. In this case, the PPC pages are usually set to no index, use switchboard tags to point to the page that they want to rank in organic search, or simply have two or three links on the PPC page leading to the organic search page. As you can imagine, the more pages you add to your website, the more management time and costs you will incur.
One of the key advantages here is that having separate pages can help your SEO and PPC campaigns become more successful. For example, as long as you correctly use switchboard tags you can A/B split test your PPC pages easily with the same content reordered without picking up a Google penalty for duplicate content; while your organic search page can also contain some of the content used in the PPC campaign.
Also, if you are using links on top of the rel canonical tags to point from the PPC pages this gives your organic SEO ranking page a slight boost in SEO because it shows that this page has a lot of content pointing to it.
Optimising Your Site for Link Building
One of the biggest problems most SEOs will face is that some websites expect to rank high in the search engine rankings with virtually no content on their site. You can imagine if you are trying to rank this site versus another website that has an extensive blog, news section, press releases, and lots of other content that links internally to the page that ranks for the keyword your competitor is targeting.
Optimising the silos on your website using a proven strategy as well as including a blog within the silo linking strategy will help organic search results. Now this does not mean you should put up a blog and just any content you see fit. It means writing engaging content no matter how often or how little the blogs will attract readers.
The end goal here is to give your link building other resources on the website to link to. Why would you want to do this? If you have tried outreach SEO, a lot of websites do not like you contributing content to their website and linking that content to a sales page or home page. The idea of their blog is to help people find out more information and therefore they expect to link to other informative blog content on your website. You can imagine how difficult it is for SEOs and how many link building opportunities are missed because their client does not want to add a blog to the website.
Making Sure All Meta Tags and ALTs Are Filled In
The final point we want to briefly cover is meta titles, descriptions, H* tags, and ALT images. A lot of webmasters tend to ignore this side of their SEO – especially if they have a large website like an ecomm site. However, Google uses these meta tag, H1 and H2 headers as well as ALT images as flags to indicate what the page is about. Obviously, Google also takes into account keyword density in the actual content too, but before it does this, it is the aforementioned flags that it uses as guidelines.
Make sure that you use a good software tool that shows you exactly which meta titles and descriptions are missing, too long, too short, or duplicated. You should also be able to identify areas where images can have an ALT tag added, which is another opportunity to add keywords to your page.
One word of warning though – when optimising your on-page SEO also known as website optimalisatie, make sure you do not go over the top with the keywords or you will end up being penalised for what is known as keyword stuffing on your web page. This is a mistake we have seen a lot because webmasters generally have some idea of what is needed for on-page SEO keyword optimisation, but without the right knowledge, they tend to go a bit over the top and are found guilty of keyword stuffing.