Onsite optimisation – What needs to be done?

The onsite optimisation rules are constantly changing, it is therefore difficult to know if what you’re doing today is going to work tomorrow. For this reason you should stick to the tried and trusted – the things that have always worked, and still continue to work. Following fads is not going to work at least not for any period of time, and ‘gaming’ the system might work for a short period, but on a long-term basis, it is a waste of your time and effort. Stick to straightforward and honest optimisation. and you’ll not go to far wrong.

Your domain name must tell your prospects what you do, this is one rule that never changes, so if you are ABC and you make widgets, then your ideal domain name would be: ABCwidgets.com. This is fundamental and crucial – and worth repeating: Your domain name must relate to your business. It should also be easy for your prospects and customers to remember.

For effective onsite optimisation, you should build a site that is appealing to your human visitors, don’t get so caught up with pleasing the search engine spider (search engine software program) that you forget about your potential customers. After all, no search engine ‘bot’ is ever going to buy one of your products or services!

There is another reason why catering to your human visitors is so important, the search engines, Google in particular, attach a great deal of importance to the value and quality of your pages. The higher the perceived quality or value, the higher they will rank your page, search engines analyse various statistics:  how long visitors spend on your site, how often they ‘bounce’ (open your page and then close it immediately), how many pages they visit on your website in one sitting, and it is all taken into account. If you have an engaging, interactive site, your statistics will shine, and this will be reflected in your improving search engine rankings.

So, the first onsite optimisation step is to make sure that specific things appear in the HTML code of your page, most onsite optimisation deals with HTML code.  If you are creating or modifying a site yourself, you need to be able to edit this code. It is possible to do this using a basic text editor like Notepad.  But far easier is using a WYSIWYG (‘What you see is what you get’) web editor software program.

Here is a good WYSIWYG program: KompoZer using this, you can do a large proportion of the editing job visually and easily. It is Open Source software which basically means to you that it is free, but if you find it useful then you should consider making a small donation to support the project and keep open source software like this available for us all.