Search Engine Optimization - Website Optimization

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How to Maximize Website Optimization with Good SEO

Website optimization is essential if you are to achieve a good listing position for your site on Google and any of the other search engines. SEO, or search engine optimization, is part art and part science, although the science is probably the more important component. This discussion will focus on the more important aspects of website optimisation, and how SEO is more than just using the right keywords.


On-page search engine optimization refers to aspects of SEO such as the correct use of Meta tags, keywords and contextually relevant vocabulary. Let's have a brief look at each of these, and they can be used to keep Google happy. We will use Google as being representative of all search engines, since it now commands around 75% - 80% of all online searches.

Keyword Optimization

This defines your web page. Every page on your website should be optimized for a different keyword that relates to the theme of the entire site. For example, let’s assume for the purposes of this article that you website is dealing with cats. I could say dogs, but cats are less demanding of my attention, and so will allow me to focus on this article.

You will have a number of pages, each targeted to a different cat topic. Let's say one is cat collars. That page should be optimized for the keyword 'cat collars' and nothing else. A keyword can be one word or a phrase. It should not be overused, but included in various components of your page, such as those below:

Title Tag Optimization

The Title tag appears in the 'Head' section of your web page HTML Your Title tag should look something like <TITLE>Functional Cat Collars </TITLE>. The title tag should contain the keyword for your page, but not just BE the keyword. Humans don't see this on your page, just robots, and it will appear visually as the title for your Google listing.

Description Meta Tag:
The description Meta tag again appears in the 'Head' section. For our keyword, it should look something like:
<META content="Functional Cat Collars: How to choose belled cat collars and tagged cat collars for your cat. General cat collar information" name=description>. Some websites format it slightly differently but that is basically how it should look. The contents of the description tag will appear in your Google listing, just under the title.

Keyword Meta Tag:
This has limited use, but some minor search engines use it, and it does no harm to include. Add this just below the Description tag. Example:
<META content="functional cat collars, cat collar, functional cat collar, belled cat collar, tagged cat collar" name=keywords>

These are the only Meta tags you will need - the others are superfluous and your website will function as well without them as with them.

Heading Tags

The next on-page SEO you should be aware of is the website optimization offered by the 'H' heading tags. Always use H1 and H2 heading tags on your web pages. Google gives more importance to words included with H1 tags than in H2 tags, and to those in H2 tags to anything in lower tags or untagged.

You should therefore put the heading of your web page in H1 tags. For example:
<h1>Functional Cat Collars<h1> would be the title of your entire page. Sub headings could be <h2>Belled Cat collars</h2> and <h2>Tagged Cat Collars</h2>.

Your keywords will be recognized as being important to the theme of your page, and taking all of the above into consideration, anybody seeking information on, for example. 'Tagged cat collars' will have a good chance of finding your page.

LSI is short for Latent Semantic Indexing, a statistical analysis technique used in Google analytical algorithm that determines the relevance of your web page to the search term being used. It looks at the vocabulary used on your page to determine its theme, and because of that you should use vocabulary that is contextually related to the keyword for your page.

For example, you should use other words for cat, such as feline, kitten, tabby and so on. Consider the keyword 'locks'. Does that refer to hair, canal locks or those that need keys? Only the vocabulary used on your page will enable robots that are looking at text strings to determine that. Software cannot 'read' a page like you, so you have to help it decide what your page is about by using words related to the keyword.

There are a lot more on-page SEO techniques that can be used, but these are the basic ones that you must use. However, you can also maximize your website optimization by using off-page techniques, such as those below.


Google regards links to your website as being of great importance, taking the view that if other web pages are linked to yours, then your pages must be very relevant to the keyword in question. The Number One off-page technique therefore is to get links to your page from other web pages. This can be done in a number of ways, including:

Reciprocal links: You link to their page if they will link to yours. That is only of benefit if the keyword of the other page relates to your keyword. Keep in mind that we are referring to web pages here, not domains or websites, because Google lists individual pages of a site, not the entire site.

One-Way Links: these are the best, where another web page offers a link to yours, without you giving one back. Such links are given the highest weighting by Google.

Link Farms: These are where you get lots of links from totally unrelated pages. Avoid these like the plague since Google will not only give you no benefit, but will also punish you by refusing to list your web page.

Directory Links: You can pay for links from website directories back to your home page, or even get free ones. Google loves these. Even better are links from your own articles on article directories. Google offers a very high weighting to such links, so get writing articles on your keyword, and include a link to your webpage in the resource you are allowed to publish at the end of your article.

If you carry out any website optimization on your web pages, then these are the SEO techniques you must use as a minimum. Even only these will get you a decent listing, far better than those that do not, and possible even a first page listing depending on the written content of your web page.


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