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2.4.3 On-page SEO On-page SEO deals with anything you have direct control of, in the code or content of your web site (e.g. text, headings, images, links, etc...); basically anything that you implement or upload to your site is considered on-page SEO. On-page SEO lays the foundation of all your SEO efforts because this is where you have most of the control; and as you will see in Chapter 4, any updates implemented on your site can either work for you or against you on the search results. Therefore it’s important to get on-page correct before launching into off-page SEO. As discussed in Section 2.4, Google uses over 200 factors to determine page relevancy and importance for deciding what pages will be displayed in the top search results; you will see that many of these factors are in direct control of the SEO engineer. The following list shows important factors that will be the focus of the on-page SEO strategies implemented in Chapter 4 for this study: • Keyword research • Title tag • Description meta tag • Robots.txt • Optimized URLs • Content • HTML headings • Images • Correct use of the “rel=nofollow” attribute • Keyword placement • Sitemap In Section 4.5 I will go into more detail into the importance of the previous list of factors and their on-page SEO implementation. In the next section, off-page SEO will be explained. 2.4.4 Off-page SEO As opposed to on-page SEO which gets implemented on the website with a high direct control, off-page SEO consists of all promotion that takes place outside of your website; it can be considered as the combination of all the things that can help your site get higher rankings. It’s primarily focused on acquiring backlinks (links pointing to your site from other websites) from authority sites in a gradual manner, and any technique that accomplishes this goal is by definition a candidate off-page SEO technique. 39PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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