Introduction
When website owners want to get their website on the first pages of a search engine result pages, usually Google, they should consider four areas of performance, namely:
A. Technical features
B. On Page Optimisation features
C. Link Building requirements
D. Social Media Signals.
Website owners should construct a value proposition first before performing a website analysis. This post deals with these topics in a superficial way but for a depth review, you can view an expansive and detailed explanation on Website Analysison SEO Synovation’s website. A key feature of any website analysis is choosing the correct keywords or keyword phrases used in your website page.
A. Technical Features
i. Crawling
For a website to appear on the first pages of a search engine from a user inserting a keyword or keyword phrases, it must be crawled by the search engines without any errors that might hinder the search engine returning your page to the user.
Website owners can check the status of their site at Google Webmaster tools. Google details all crawl errors. It is important search engine crawl all pages of your website. You can make sure all pages are indexed by preparing an XML sitemap and submitting it to Google using Webmaster tools. Website owners or their web masters can also prepare a robots.txt file to help Google crawl program (Google Bot).
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| The most important search optimisation factors |
ii. Navigation
a. Semantic Themes
The way users navigate through your website is very important. Websites need theme arrangements, that is, grouping pages into vertical and horizontal themes all connected and linked to each other by links on each page.
b. Links (Technical)
In network theory, link analysis is a data-analysis technique used to evaluate relationships (connections) between nodes. Relationships, identified among various types of nodes (objects), include organizations, people and transactions.
The best practices for link building strategies changes all the time. Most SEO and Link Building blogs are constantly reviewing the topic and altering their strategies to match current user desires. But one aspect has never changed; content is king.
iii. The New Perspective in Link Building is now Link Earning.
Website owners should do this?
- Create great, useful and unique content that helps users solve their problems.
- Distribute that content widely on the web in appropriate, relevant and natural websites.
- Promote that content in social networks
- Text links work better than links on images. Search engines read text links better than image links.
iv. URL
Creating URL that is the address of the website, with meaningful words help search engines to locate the page. It is important to insert keywords in the URL.
v. Domain Strength
The age of the domain is an important signal to Google. Longevity indicates trust, persistent and appeal to users.
vi. Mobile Responsiveness
Google ranks a website for its mobile responsiveness very highly. Google ranks font size, font type, tap links and readable content in its algorithms.
B. On Page Optimisation Features
On page optimisation factors consist of keywords, appropriate to the content of the pagetit, unique page titles of the correct length of less than 55 characters, unique description of the page of the correct length of less than 155 characters. Keyword stuffing that is overburdening the page with the same keyword repeatedly incurs penalties from Google. So do not do it. Relevant, readable, pertinent and interesting content will encourage a great user experience – something that Google also encourages – and will benefit your ranking. Other on page SEO factors are:
1. Unique page titles with keyword
2. Unique page descriptions with keyword
3. Keywords in the body of the content
4. Sufficient keyword count on page (min 400 words)
5. Keywords in H1, H2, H3, H4 H5 and H6 Header tags
6. Keywords in Bold letter type (only a few)
7. Keywords in Italic letter type (only a few)
8. Keywords in anchor text
9. Keywords in image Alt Text tags
10. Keywords in incoming links (hyperlinks)
C. Link Building Requirements
In network theory, link analysis is a data-analysis technique used to evaluate relationships (connections) between nodes. Relationships, identified among various types of nodes (objects), include organizations, people and transactions.
The best practices for link building strategies changes all the time. Most SEO and Link Building blogs are constantly reviewing the topic and altering their strategies to match current user desires. But one aspect has never changed; content is king.
i. The New Perspective in Link Building is now Link Earning.
- Create great, useful and unique content that helps users solve their problems
- Distribute that content widely on the web in appropriate, relevant and natural websites.
- Promote that content in social networks
ii. Broken Links
Broken links on a page are bad for search engines and bad for users. Search engines will detect an poorly prepared page that will not attract users. A page with too many broken links, poor grammar and uninteresting content will discourage users from exploring more websites pages.
iii. Number of Links on the Page
Too many links on the page creates an overwhelming users experience. More than 100 links will appear too many and penalise your website. The most important factor to consider is relevancy to your topic. If the page from the incoming link is relevant to your page than there is greater value to the users experience. The link will have more value and rank higher. You can use special software to import and analysis links from any source. You can grab backlinks from another backlink checker tool, or from your Google Webmasters account.
Here is a list of factors you should collate, evaluate and monitor on a regular basis:
· No follow and do follow links distribution
· Site wide links and link networks
· Domain IPs and countries
· Domain Age
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· Moz's Page/Domain Authority
· Traffic stats by Alexa and Compete
· Social signals count (Facebook, Twitter, LinkedIn, Google+)
Website owners or web masters should get a variety of links from differing websites, differing countries, differing domain strengths and differing domain ages. Variety is the key with link building.
D. Social Media Signals.
Social signals have both a direct and indirect impact on organic search rankings. Google ranks Facebook and Twitter social media content. Direct impact comes from:
· Number of people that like your brand on Facebook
· Number of Facebook shares
· Number of Twitter followers
· Number of tweets mentioning your brand name or including a link to your website
· Number of people that “have you in their circles” (Google+)
Indirect impact comes from:
· Increased inbound links and citations due to improved online visibility/brand awareness
· Increased positive reviews (in Google Local , Directories, etc.) due to happier customers
· Decreased bounce rate, higher time on site, and more repeat visitors to your website.
Google is evolving the social media signals. An aspect that troubles Googles is the authority of the shares, twits and comments made by users.
About the author
Francesca Marchetti works ar SEO Synovation in the Italian office.
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