You can get excellent results with just onsite optimization on its own but the effects tend to be unstable and not effective long-term. To get top results you will need to do a lot off offsite optimisation as well.

Top onsite SEO tip: change the page title

Believe it or not the changing the page title is one of the most important onsite optimization techniques you can do. The page title is what appears at the top of a web browser on the left hand side. Visitors to your internet site will not ordinarily take much notice of your page title because it is not rendered on your page. However, search engines take a lot of notice of the page title.

If you do not know what the page title looks like in the HTML just open up any page in browser and look at the page source (right click the page and select view source).

You will find the page title inside the <title?</title? tags usually within the first few lines of the HTML code. This is an example of an HTML title tag : <title?This is my page title</title?.

Search engines are very focused on page titles because it is like the title of a book – it tells you what is inside. By paying close attention to the page title you can move your ranking up considerably. The other day we could not get a client to rank for a specific keyword – we had missed adding this into the title (we are ranking clients for many keywords) and then the following day after we got the page reindexed by Google they moved from the second page to the first.

The magic is to make the page title 100% of your keyword or as close to that as manageable. The more extra words, other than your keyword(s), that you have, will dilute the strength. Focus is everything in the world of SEO.

For example, avoid doing this: <title?Earth Worms in the Middle East</title? when your keyword is earth worms. Instead simply use: <title?Earth Worms</title?.

If you have multiple keywords only use 2 or 3 maximum or again the focus is diluted. If you are using multiple keywords then do it like this: <title?Earth worms | Middle East</title? – never use filler words like ‘in’ and ‘the’.

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There are two kinds of SEO – white hat and black hat. Black hat means use of techniques, which are often not approved of, for making a site feature in top results. Whereas, white hat SEO works within the guidelines laid down by the search engines and focuses on using widely accepted techniques.

To connect a specific web page to a specific keyword, the search engines earlier utilised the Meta data of the page that has been made a part of the code of that page. But, nowadays, a huge proportion of search engines have started using complicated algorithms which evaluate over two hundred different parameters to rank search results.

SEO professionals have to keep track of all the new developments made by search engines and find out the relative weight of each of the factors in a search algorithm. This knowledge aids them in updating the SEO strategies for their customers to enable them to appear in top results of popular keywords. When the search results were only dependent on Meta data and the content of the web page, this job involved optimizing the Meta tags of the web pages and ensuring that the keyword density of each page was just appropriate.

Despite the continued importance of the onsite aspects, the search engines now put a greater stress on how popular a page is. The popularity of a web page is judged based on the number of links to it from other web pages. It is more like a democratic process as every link to the web page can be treated as a vote. Therefore, SEO these days requires strategic work outside the site such as distributing free content in exchange of links to the site and establishing a presence on blogs and other interactive mediums online.

You must always remember that SEO is a continuous and dynamic process. The field is constantly changing and your strategies have to adjust to those changes. That is why it is so important to have a good SEO consultant help you out.

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