Higher Search Engine Ranking with On Page-Off Page Content Optimisation

Search engines and websites main goal is to satisfy the end user by creating a positive experience. Positive user experience will ultimately lead to higher conversion and brand favourability.

Search engine positive user experience main requirement is effectively and efficiently link searchers with useful and relevant content that match the users search query. Website positive user experience main requirement is to meet and even exceed the website visitors’ expectations.

As a website owner one of your important goals is to effectively drive a higher number of qualified traffic/leads to your website. Higher ranking in search engine is the best option and on page & off page optimisation is the best strategy.

The ranking algorithm contains many factors that are scored for each page. If your page scores the most points it will get the #1 spot in the results. We believe that relevance factor is one of the important factors. (On Page Optimisation Quality Factor + Off Page Optimisation Quality Factor) * (Query Intent/Page Topic) = Relevance Factor.

A page with strong keyword related relevance factor starts out with a high keyword score

On page optimisation

On page optimisation is what can be done on a website page to maximise its performance in term of ranking highly for target keywords used by a target audience and producing sufficient referrals and conversions. Below are some recommendations:

  1. Create an effective Page Title to generate high-ranking effectiveness
  2. Combine keywords and relevant call to action in a readable fashion to drive ranking and clickthrough rate. For example: Quality Power tools – Buy now and save – Brand Name(if not used in the domain name).
  3. Influence your Snippet and Page Description: Snippet is excerpt from your page. It is shown under your page title in the search results page. Ensure first occurrences of your major keywords come together that the snippet is a factual and relevant representation of your page.
  4. Make your body content relevant to the overall page topic/theme and target keywords: If I am optimising a Power Tools page I am expecting to drive the searchers searching for power tools to that page. So my important sections on that page such as headings, emphasised text, paragraphs, etc will need to have power tools keywords naturally used in the content.
  5. Links: Make it easier for the end user and search engine to understand the flow of your website content.
  6. Document level keywords: There are two advantages of having keywords in the Domain Name, File Name and Directory Name. First the page URL: domain name/direcorty/filname (http://www.webtech.com.au/website_design.php) is displayed in the search listing page. So your link will be seen as relevant to the searcher. Secondly, it is believed that search engines give some weighting to this factor.)

A word of advice, write naturally for the end user not the search engine. Doing so will positively influence your relevance factor and ultimately improve your website ranking and conversion rate. Ask yourself what do your visitors need to know? And how can you help them get what they want?

Off page optimisation

Off-page optimisation is what can be done outside your website to positively influence the search engines ranking and page popularity for target keywords. Search engines value links and attribute the highest page ranking factors to pages with many links from high-quality sites. To quote Google from this page “In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages”. It is not about quantity but quality of the websites linking to your website.

Let’s look at the most important factors:

  1. Link Popularity: Search engines put great stock in your page if other popular websites link to your page for the subject of the search. Find sites that drive the most qualified traffic. If you can offer to buy a spot on those popular and reputable websites buy, buy, buy!.
  2. Site Map: Get the search engines to know about your website files and dynamic content and how frequently they get updated
  3. Directory Listing: Get listed in reputable directories such as DMOZ and check Google Directory for specialised directory.
  4. Local Marketing: Make sure your website is listed in the free local search portals such as Yahoo! Local , Google Map and Mircrosoft Live.
  5. Online PR and Articles Publication: These are the most sought after link promotion and off-page optimisation strategy. If you distribute your press release through PRWEB or PRNEWSWIRE and articles through Ezine Articles they can feed the search engines and relevant blogs with your content.
  6. Online Social Networking: This is all about generating publicity through social media and community websites. Some of the most popular social networking websites are LinkedIn.com, Spoke.com, Facebook.com, Digg.com, Flickr.com, YouTube.com, MySpace.com, Del.icio.us etc.
  7. Social Bookmarking is a way for Internet users to store, organise, share and search bookmarks of web pages. The most popular are http://digg.com/, Del.icio.us and http://www.stumbleupon.com.
  8. Catalogue Hosting WebsiteGet your catalogue listed and optimised into Catalogue Hosting Providers such as , Google Shopping List (Froogle), Yahoo! Shopping Shopping, Google Base, eBay etc
  9. Professional Business Networking such as linkedin.com, spoke.com and local chamber of commerce online directories.
  10. Blogs: Get your own blog set up or be an active member of an industry specific blog. Find your industry related blog in blogcatalog.com


Content is king either on the page or off the page. The quality and relevance of your content is the biggest factor in succeeding in search marketing. That’s why on and off page optimisation is so important. Remember, do not be obsessed by ranking it will come naturally if you focus on strategies that will drive qualified traffic to your website. Off and on page optimisation will make your website a popular website and consequently will lead to higher ranking and conversion rate and brand favourability.

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