Top 10 SEO Tips For On-Site Optimization

One of the most common questions I get asked is around writing website copy. Many agencies and even companies have their own copywriters but there is a clear distinction between writing offline copy and writing online material. As a result, it’s always helpful if you can provide copywriters with a set list of guidelines to focus their copy for the search engines and the online audience in general. That said, its important to start with the basics of on-page optimization first.

Friendly Disclaimer** These tips are aimed at copywriters and beginners who are looking to get started  optimizing their website and should be taken as a guide only. You’ll quickly find in this industry everyone has a slightly different idea about what works best and a lot of search engine optimization is simply trial and error.

So, without further delay, here are my quick on-site and copywriting SEO tips:

Title tags (definition)

Title tags are the single most important on-site optimization factor (see SEOmoz’s search engine ranking factors report) so it definitely shouldn’t be overlooked. Here are a few suggestions when creating your Title tag:

1) Limit your title tag to 65 characters when possible. This will not only keep your title tag focused on the primary keywords, but it is also the cut-off point in Google before it is truncated

2) Include your primary keyword in the front of the title tag whenever possible and try to incorporate as many keyword variations as possible – again see the SEOmoz SEO factors.
3) Include consistent branding in the title tag. There is a lot of debate about this, so it really comes down to preference. The branding value of having your company name seen several times when listed in search results can be very valuable.

Meta description tag (definition)

A meta description tag is often listed as the result snippet when a site is listed in the search engines. As such, you should take ‘control’ of what Google displays with your search result whenever possible to maintain a consistent message and include a call to action where possible.

4) Try to keep your meta description to 160 chacracters to prevent the copy from being truncated in the search result.

5) Try to include the keywords you are targeting in the meta description tags, these are highlighted in bold when searched for so they can help to increase a search listings clickthrough rate.
6) If you are familiar with writing a Google Adwords ad, try to influence the clickthrough in a like manner by writing to entice the user into clicking your listing when it appears in the search results. Clearly describe the value proposition and add a call-to-action so that users know what they should be doing once landing on your site.

Hx Headings

7) Use one H1 heading per page to emphasize the most important keywords on that page to the search engines.
8) Synchronize you headings with the corresponding  title tags, to ensure primary terms are targeted as effectively as possible.
9) Use H2-H5 Headings to optimize for secondary terms – making sure these are used as sub-headings (think of your head tags as an outline of your content).
10) All content should have unique title tags and headings, this is to target different variations of keywords – as opposed to competing with itself for the same search terms. This will also help the search engines get a more comprehensive view of what vertical your website and product offering fall into.

That wraps up the first set of SEO copywriting and On-Page SEO tips. Look for part 2 tomorrow! What tips do you have? Add them in the comments and I’ll provide a follow up post highlighting the additional recommendations!

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6 Responses to “Top 10 SEO Tips For On-Site Optimization”
  1. Jason Bravo says:

    I use meta tag for doing better in SEO. Thanks for your tips.


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