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4.5 On-Page SEO Strategies As discussed in chapter 2, on-page SEO is the set of techniques that the SEO engineer can apply to resources on-page (composition of web pages, use of correct tags and keywords) that have measurable impact on the way the page or set of pages being optimized is ultimately ranked by Google. These techniques are in contrast to off-page techniques which are discussed in the following Section. The right time to start on-page SEO is after the obvious first steps have been completed: initial keyword research, website setup (web hosting, domain name, etc...) and Google Analytics configuration for data collection. At this point, though, there’s no actual content, so there are no pages to be optimized or rank for. So now the critical content must be developed and uploaded. Even some of the earlier steps can be positively influenced by knowledge of good SEO practices (as discussed earlier in section 4.2.2 on web hosting decisions). But the real on-page SEO techniques begins with the web page content creation of the site and page optimization. On-page SEO is what the web developer does on the website to influence the rankings on the search engine results hopefully in a positive direction. It includes many factors, but steps such as an on-going keyword research and a well planned out web strategy from the start is crucial. This section will cover the specific on-page SEO strategies that were implemented on the experimental site. Before embarking on any off-page SEO strategies, which will be covered in section 4.6, you want to make sure that your on-page SEO has been implemented correctly. This is because this process is fully under your control; as owner of the site, you have total control of how the site is structured, designed and how SEO gets implemented. And when done correctly, on-page SEO can have positive effects on how search engines view the site, thus increasing your rankings when people search for the keyword you have selected and many others. I will begin with the optimization of meta tags; these are HTML labels that are added to website pages. The use of these tags help the search engines correctly categorize web pages and how to treat each page when indexed. When updating the meta tags, you want to avoid duplication because this can negatively affect the site’s rankings, so the goal is to have unique meta tags on each page. There are many meta tags, but the following will be the focus of this research and SEO experiment: description, keywords and robots meta tag. 69PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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