On Page Search Engine Optimisation of Your GTP Web Site

 

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On Page Search Engine Optimisation of Your GTP Web Site

This article is to cover some basic principals of on page optimisation of your iNews web pages which

• Help you optimise your web pages yourself for your keywords
• Make the pages more readable and better at communicating your message

 

Step 1. Identify Your Seed Keyword Phrases To Target

The first step is to identify from common sense which key words and phrases your customers use when finding your products and services. Make a list of 3-5 seed keywords with which to generate lots of variations from.

For example if your service is a “Shotokan Karate” gym then one seed keyword here would be Karate. Another seed keyword would be “martial arts” if you think generally. Coming up with your initial seed key phrase combinations takes a little creativity and lateral thinking.

Step 2. Use the Google Keyword Tool

Your next step is to use your seed keywords in the “Google Keyword Tool” located at this link https://adwords.google.com.au/select/KeywordToolExternal

Using this tool you can find out what key phrases are being searched and which are the most popular. For example the phrase “Martial Arts” gets many more searches than “Karate”.

Check out our video on “How to Use the Google Keyword Tool"

http://www.webdesign4perth.com.au/videos/GoogleKeywordTool.htm

After using the tool you should have a list of relevant keyphrases, sorted from most popular to least popular. You will notice that the most popular key phrases appear in various forms down the list.

Step 3. Understand Your Overall On Page Optimisation Strategy

Once you have identified keywords that people search you must understand that you need to get theses phrases written into your web pages. Preferably infused within the natural copy of the page.

This means that if you discovered that the phrase ‘martial arts’ has more searches than the phrase “karate” that you get the word “martial arts” into your body copy of your web pages

Step 4. Make Changes to Your Web Pages From Your New Key Phrase Knowledge.

The key strategies to apply when editing your web pages on GTP are to

1. Get targeted key-phrases into your body copy

2. Break up paragraphs to be easily readable

3. Bold keywords strategically to both highlight key-phrases AND get across important selling points for people who scan

4. Crosslink pages using the keyword phrases as anchor text for the link

5. Insert Photos with keyword rich file names, Alt Tags and Title Tags to further emphasise key phrases and to make your pages attractive and easier to read.

6. Create attractive and keyword rich title tags and descriptions for each page.

7. Utilise advanced anchor text strategies to get more value of page links 

See This Video for Tips on Good Page Formatting.
http://www.webdesign4perth.com.au/videos/iNews-HowToFormatTextTips.htm

Get targeted key-phrases into your body copy

If the keywords and key phrases you want to be found for are not part of your body copy then you will not get high rankings.

Include Key-phrases in the following manner in your copy

• Include Key-phrases in Your H2 Title Tag at the top of the page where possible. So instead of Welcome as your H2 tag have “Perth Martial Arts Training with Shotokan Karate” 
  
  See video - http://www.webdesign4perth.com.au/videos/iNews-HeaderTagsOverview.htm 
  (Link may be broken so Joing together to get working)
• Regionalise your search with your town, state or city name depending on your market and geographic reach.
• Include Your key-phrase once in your first sentence, somewhere in the middle and in your last sentence.
• The closer your key-phrase is to the start of your first sentence the better.
• The closer your key phrase is to the end of your last sentence the better
• Include many keywords from your research infused into the rest of the copy
• If you want you can place a Tags line at the bottom of some pages

E.G. Tags: Martial Arts | Karate | Shotokan Karate | Kids Karate | Fitness Training

 

Break Up Paragraphs To Be Easily Readable

• Make sure there are no more than 3-4 lines of text together in one block. Create a paragraph tag after a full stop on the third line or forth line of continuous text.
• Use Bullet Point Lists often which are easier to read
• Use numbered lists

I often see 6-8 lines of text in one block on many sites. This makes the text very difficult to read as the brain cannot chunk the information down easily.

Bold keywords strategically to both highlight key-phrases AND get across important selling points for people who scan.

Research shows that people scan web pages first to see if the information is relevant before slowing down and attempting to read the page fully.

By bolding phrases that make succinct statements through your web page you can

• Emphasise key phrases to the search engines
• Emphasise key points to your audience
• Tell a sub story within the story to get your audiences attention.

Make sure you do not over do the bolding so that everything is bolded or big chuncks of text are bolded. Bolding should be from 1-5 words maximum as a rule of thumb.

 

Crosslink pages using the keyword phrases as anchor text for the link

Your web site is made up of many pages. By creating links from one page to another using your targeted key phrase as your anchor text you will improve your web sites ranking for the key phrase.

For Example. The below example shows a link using the keyphrase “Karate training” to another page. The link text must contain some targeted keywords. The worst link text commonly used is the phrase “Click Here”

Example of Text with a link to another page. 
GSK encourages karate training for all ages especial families both young and mature. As the saying goes a family that plays (trainings) together stays together. We strongly encourage good character and ethics in all our students, and good roll modelling by all training adults.

 

Insert Photos with keyword rich file names, Alt Tags and Title Tags to further emphasise key phrases and to make your pages attractive and easier to read.

Name your photos with keywords as part of the file name

e.g. instead of 34565.jpg, name the image martial-arts-perth.jpg

When inserting an image using the editor, there is usually a place to enter a “Title Tag” for the image and an “Alt Tag” for the image. Put in a Phrase that describes the picture using targeted key phrases. E.G. “Martial Arts Training in Perth at our Kingsley Training Gym”

You substantially improve your search engine rankings by doing the above across the web site over time.

In addition, insert photos on each page where possible – usually align top right and have 20 pixels of hspace (Horizontal Space) around the photo. Again this is set within the content management system as you insert the image.

HSpace puts some white space around the photo so that text does not ride up hard against the images edge.

 

Create attractive and keyword rich title tags and descriptions for each page.

The web page editor in GTP has a Search Engines Tab. You can edit the Title Tag, Description Tag and Keywords Tag in this section.

Title Tag

The most important tag is the title tag. Pipe separate | your key phrases with the most popular phrase first. Include your geographic target in your title tag.

E.g. Martial Arts Perth | Karate | Shotokan | Kids Karate

• Don’t repeat a keyword more than three times.
• Put your geographic target in

Description Tag

The description tag also needs to contain the targeted key phrases for the page but have an enticing flavour to it 
E.g. “Perth Martial Arts training for Shotokan Karate. Get Fit while learning self defence. Kids training and Adult training available.”

Keyword Tag

This tag is almost defunct but if used only put 3-5 key phrases in and make sure that those phrases are in the body copy or you may be penalised for the key phrase that is not in your copy. Often the keyword tag is very similar to your title tag except it is comma separated. 
E.g. martial arts, karate, Perth, kids karate

Utilise advanced anchor text strategies to get more value out of page links

There is some evidence to suggest that within page linking by using anchor text links which have targeted keywords in and linking to content within a page has a benefit.

For example a web page has three links at the top of the page and each link takes you to content further down the page. This is an advanced linking strategy and is best demonstrated using a video.

This type of link may look like this - http://www.karate.com.au/page1.html#Martial-Arts

Notice the keyword on the end after the #.

Summary

By using each of the above techniques you will significantly enhance the ability for your web site to rank well for your targeted key phrases.

We prefer you to know how to do this task as is more cost effective for you to make these changes than to pay an external company to do the same thing. You will be able to tweak and adjust the priority of keywords over time as the keywords you are targeting change. Once you have completed this activity your off page optimisation (link building) will generally bring greater results sooner.

Regards

Dale Carter
Managing Director
GTP Internet Commerce

 

 

Phone: 1300 856 533  Mobile: 0411 352 766  Support Email: support@gtp.com.au 
Twitter: @gtpicommerce @perthwebdesign Facebook: http://www.facebook.com/gtp.web.design.seo