4.3.3.3 On-page optimisation

The main objective of the on-page optimisation is to optimise the web page to a specific keyword. The selection procedure is the same as in SEA, but in the end it is important to focus further efforts on only two or three main keywords instead of ten. It is more effective to have two keywords on the first SERP than have ten keywords on the second page.

The most important ranking factors are the title-tag (max. 65 characters) and the description-tag (max. 160 characters). These HTML-tags usually are used by Google in the SERP. Without the two main keywords in these sections there is hardly any chance to rank on the first page. These keywords also have to be within the text of the web page in a good frequency. Studies have resulted that a keyword density between 2% - 5% is a good result. Putting too many keywords is called keyword stuffing and can be punished by the search engines as cheating. The position of the keywords is also important, so a keyword at the beginning of a text, a paragraph or a sentence is higher assessed by the search engines (Murray, 2010). Another possibility is to highlight the keywords. All optimisation work has to be realised with clear HTML-tags and without using Scripts like JavaScript. It is likely that a robot cannot read JavaScript, so all optimisation work is in vain (Fischer, 2009, p.414-415).

Apart from the keyword optimisation it is also important to have a good document structure where a user and a robot can reach every page with less than three clicks. The usage of a sitemap makes sense as well. This is a page where the whole web site structure is listed and connected with links. This is helpful for a user if he gets lost and needs orientation and it is good for the robot as well, because it gets an overview of all pages which can be indexed by the search engines. It can jump easily from page to page (Fischer, 2009, p.548).

Max Adler Salzhemmendorf Webdesign

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