Basic On-Site Optimization
There are a lot of site-wide issues that will effect your SERPS (search engine ranking positions). Here are a few things that you can edit yourself so that you can increase your chances of success.
1. Title tag
The title tag plays a (somewhat) important role in your importance factor with the search engines. Generally, this is displayed on the search engines when Google or the other search engines list your website. You want to optimize your title tag for both the search engines and for people – you want Google to display it and you want people to click it. This is an important factor to getting people to go to your website.
The best way to optimize your title tag to get people to go to your website is to place your target phrase or keyword phrase in the title. You’ll want to keep your title tag below 70 characters.
2. Meta Description Tag
Generally, a meta description is still displayed by Google as a description of your website which will be displayed on the search results under your title tag. More and more often, Google has been displaying a user’s content instead of the meta description, but it’s still (somewhat) important. The meta still has a slight impact on search rankings. The best practice here is to keep your meta description tag below 150 characters long.
You’ll want to reflect the content of the page closely. Choose only about 2 or 3 keywords from each page, and make sure that your title tag and meta description tags reflect this.
3. Meta Keyword Tag
This tag has become more and more obsolete. This won’t really effect your search engine rankings or get more people to go to your website. If you do use a keyword tag, make sure to limit it to 3 keywords or less.
4. Keyword Density
Keyword density does help or hurt your search engine rankings and ultimately effects whether you can get more people to go to your website. It is not as cut and dry as it used to be, but it’s manageable. The ideal keyword density now varies from industry to industry, phrase to phrase.
To discover the correct density you should target, find the top websites in your search categories and see what percentages these sites have. You will usually find that these sites have similar densities to each other, and it’s a good estimation of what to aim for.