Chapter 4 On Site SEO

Backlinks

a link on any other website that links back to your website.

Header Tags

<h1>, <h2>, <h3>, <h4>, <h5> in order of weighting.

Anchor Text

A search engine uses the anchor text from backlinks as an objective, third-party description of a webpage. The same principle applies to internal links.

Image Alt Text / File Name

Alternative text (alt text) is a label or tag that indicates the content of the image. Beneficial to both search engines and people without sight. The fiename should also describe the image.

Off Site SEO

Deals with the creation of content on outside websites that builds quality backlinks.

Current Ranking

Determines the effectiveness of search phrases Rankings in the top 10 are the only ones that produce traffic.

Relevance

Most important element in choosing search phrases. Should be more specific and not generic.

Four Factors of Choosing Search Phrases

Relevance Traffic Competition Current Ranking

SEO

Search Engine Optimization (Improving site content so that it appears higher in rankings)

SERP

Search Engine Results Page

Organic Search Rankings

Search results that are not paid for.

Title Tag

The title that appears in the browser table. Receives heavy weighting in SEO. It is displayed in the SERP. Should contain keyword phrase.

Checklist For Maximizing Relevance

URL Title Tag Header Tag Main Content Image Alt Text and File Name Anchor Text

Main Content

Use target keyword phrase in main content judiciously.

Competition

Use the phrase in a search engine you are considering listing on to see what shows up.

Traffic

Using various tools to gauge the effectiveness of search phrases and results.

URL

Words in the url receive heavy weighting in SEO.