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What Are "On-Site Tactics" in Search Engine Optimization?


The key to on-site SEO tactics is to put the words and phrases that you found from keyword analysis within your website in certain spots and at certain frequencies. If you do this correctly you will rank well.

First of all sculpting the HTML title tag is critical. You have 70 characters to work with in that tag so feel free to use them all up. Put the key phrase you are after first in the text string. I always recommend that because it will gives more weight to whatever is first in the text string. You can then add additional details after that. Of course, leaving it blank is a bad idea.

Place your targeted words and phrases within your headings on each page. This is critical. A lot of people don't realize that if you use HTML header tags (H1, H2, through H6) instead of using larger font sizes it will help your rankings. The search engines are looking for those HTML heading tags to better understand what each page is about. You can always use cascading style sheets (CSS) to style down all your heading tags so they match your design approach.

Place keywords and phrases within your hyperlinks. When search engines look at link text, they get a clue as to what the page that it's linking to is about. If a link says "click here", then that really doesn't tell anything about the page it is linked to. A lot of sites do that. But if you provide really detailed, descriptive link, then the search engines will read those links and that gives a hint as to what the page is about. So use your key phrases within your links as often as possible. Don't use "click here" or "click to see" or anything like that, because it's just not descriptive enough.

Add key phrases within your meta-description. You may be aware of the HTML meta-keywords and meta-description tags. These live "under the covers" of your webpage, within the HTML, and the search engines will look to them to find out information about your page's focus. Feel free to use the keywords tag, but it just doesn't have the impact that it once had. The meta-description tag is what you see when you search on Google and there is a paragraph beneath each listing. That's the meta-description tag being displayed. It shows between 20 and 40 words (or about 170 characters). Sculpt your meta-description tag for each page of your site and sprinkle in your chosen words and phrases from keyword analysis.

Place your keywords and phrases within URLs and file names. The search engines will also look to the URL and try to get an idea as to what a page is about. So put phrases that you are after within the filename of your HTML pages and folder structure.

Place keywords and phrases within your body content. The body text on your web pages is the real power for your search engine optimization efforts. The search engines are going to scan the text and try to discern what your website is about using this body text. So place keyword phrases from your keyword analysis within the text. Do so as much you can keep in mind that you don't want to force the words into the text. But if you don't use the phrases, even if you're talking about the topic at hand, then the search engines can't figure out that those phrases are tied to your web page. Remember the "bots" are just trying to read through and understand what each webpage is focused on. So try to use these phrases as often as makes sense when you're writing page content. Companies and organizations will actually hire SEO copywriters who are basically artists who sculpt text that reads well for both people and search engines spiders. This is one of the most powerful things you can do and as I said, it's a balancing act. You want to create these pages for the search engines to some extent, but you obviously want to keep your audience in mind. You want to provide quality information to them above all.

Paul Kaufman
Pitch Perfect Marketing

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