Luke ran a bar and catering supply business. He had a great looking website with beautiful product pictures and lots of moving parts but his website was just not getting visitors from Google.

Thats because Google doesn’t care about the pretty pictures and the flashing lights and sliding bars, it only cares about the nitty gritty. The text. What your website says, your links and who links to you. Check out what your website looks like to Google by using this nifty tool.

So to make sure Google knows what Luke’s business is about he has to add the information that Google is looking for. More importantly he has to add the information in the way that Google is looking for it. This is called on-site optimization, ad it involves what and how information is portrayed on your site.

Luke was looking for help, so we explained to him how he could optimism his website for what he was selling. The first thing we told Luke was that he needed to choose a keyword, he chose “spirit measures“, but you would choose something like “solar energy”. He then needed to place that keyword in a number of different elements on his pages.

What are elements? They are:

  • URL
  • Title
  • Headings
  • Sub-headings
  • Text
  • Image Alt Tags
  • Links

So Luke went back to his site and started making some changes.

First he added his keyword into his page title. We told him his page title could be up to 70 characters long, so that he could include a namer of keywords there if he wanted to. We wanted to make sure he understood that you do not necessarily want to show the page title if you load it with keywords. A great plugin to use if your website is based on WordPress is WordPress SEO or SEO Yoast. It allows you to control the page title while not changing your actual page title used by WordPress but rather the page title seen by Google. This can be very useful.

The SEO Yoast plugin can also tell you how you are doing with your on-site SEO and give you tips on what to do next to improve it.

Luke then added his keyword into at least one H1 heading. H1 headings are seen to be the most imported headings on your site and so carry a lot of weight with Google. Once you have your keyword in this main heading Google knows your page is probably about this topic.

Next Luke wanted to make sure his keyword appears in your website copy or text. Google judges your level of English when analyzing your website so it pays to use proper grammar when using your keywords and not straying from what people would expect to read. What we mean by this is, don’t use them out of context. Make sure they are relevant with the rest of your content.

If you website is filled with lots of beautiful pictures it can be hard to place enough keywords on your site while still keeping the context correct. The answer here is image alt tags.

The html for an image looks like this:

<img src=”image.jpg” title=”image” alt=”Solar Energy Installation” />

The text in this alt tag tells Google what the image is about and what your website is about. It is very important to included and populate these alt tags when building your website.

Image alt tags can hold a few of your keywords as correct grammar is not as important in the image al tags, and you do not have to worry about your visitors trying to reading them.

Like many of us Luke’s keyword was not in his website address or URL, as it was based around his company name and brand. However Luke managed to add his keywords into his sub page URL like this: www.example.com/solar-energy. This way some of his sub pages on his website listed his keywords in his website address. Remember it is important to keep the information on the sub pages relevant to the keyword used in the URL.

Links are the juice that fill up your SEO cup, the more links you have the fuller your SEO cup is and higher you rank in Google. To learn more about link juice click here. Links are arguably the most important part of SEO, and as such they are also the most difficult to come by. Why? Because you are often trying to get links from websites that you do not control, so you are at the mercy of others.

Website owners are often hesitant to give away links for two main reasons, the first is because they understand how valuable they are. If you are trying to get links from other websites in your industry they might view you as competition. The other reason is that outbound links lead website visitors away from your website, and your main aim is to keep visitors on your website for as long as possible.

Linking is such a large topic that it cannot all be covered in Luke’s story. If you want to find out more about Links read this post.

Luke’s on-site SEO is now complete and he is going to relax for a while to see the results he has earned by optimizing his site. Once he sees the moves he has generated he is going to start thinking about off-site SEO.