On Page Elements

On page elements include meta tags (title, description and keyword), heading tags, strong text, content and alt text). Ensuring you have the right measure of words in your meta tags is the first step.

Heading tags should be 3 to 6 word phrases that contain your important keyword phrases. Use of the heading tags in their order is correct way to layout your page content. The first heading should be H1 and a sub-heading then would be H2. Do not start with H2 or H3.

It is very important to use your tags as they are designed to be used, eg. do not use a heading tag with an entire paragraph. This will be seen as spam.

Emphasising appropriate sections of content, including your keyword phrases, with the tag is helpful in the optimisation process.

The keyword density needs to be the right mix. Yes, a keyword can be over-used on a page. Although each page and keyword phrase should be looked at on an individual basis, a general guide would be a keyword density of 5%.

Like heading tags, alt text should be used for it’s purpose. Do not stuff keywords in your alt text. Bear in mind that sight impaired visitors may use speech programs to read pages, so your alt text should describe the image it is attached to. Certainly include a keyword phrase if it makes sense.

Off Page Elements

Off page elements are links, whether they are within the site or external (in bound) links pointing to a particular page. Whichever way, they are important.

A variety of your main search terms should be used as the link text – do not use identical text for every link. Links hold more influence if the surrounding text is on the same topic as the link.