On-page factors are those criteria of a web page that are dictated by the contents of a web page itself.
They are critical to a search engine marketing campaign, but less so than they were historically, because they are very easy to manipulate. Because there are obvious incentives for spammers to do so, search
engines have begun to place importance on other factors as well. That is not to say that on-page factors are not important, however.
Page Title, Meta Description and Headings
The page title is a string of text, defined by contents of the
element in the <head> section of the HTML document. The title is visible both in the title bar of a browser window, as well as the<br /><br />
headline of a search engine result. It is arguably one of the most important factors in search engine optimization because it is both an important factor in search engine rankings, as well as a critical call<br /><br />
to action that can enhance the click-through rate (CTR). Vanessa Fox of Google states, "Make sure each page has a descriptive <title> tag and headings. The title of a page isn’t all that useful if every page<div class="googleright"><script type="text/javascript"><!--
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has the same one."When writing titles, it is also wise to insert some targeted keywords. You should not lose sight, however,that a title is also a call to action. Even if a title successfully influences a search engine to rank a page<br /><br />
highly, that ranking effectiveness is then multiplied by your CTR. Keyword stuffed titles are not always effective for CTR, though they may rank well. As a reminder, these keywords should also appear in the<br /><br />
document’s copy.Page headings are sections of text set off from web page copy to indicate overall context and meaning.They are usually larger in size than the other copy within the document. They are typically created using<br /><br />
<Hx> tags in HTML, where x is a number between 1 and 6. They have been abused in the past to manipulatesearch rankings, but they are still an important on-page factor, and they also serve to help the user<br /><br />
navigate a page.For the most part, the importance of a meta description lies in the fact that search engines may choose to use it in the SERPs, instead of displaying relevant bits from the page (this is not guaranteed, however).<div class="googleleft"><script type="text/javascript"><!--
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Speaking from a marketing point of view, this may improve CTR. A meta description may also have a minor effect on search engine rankings, but it is definitely not a critical factor in that regard.<br /><br />
<br /><br />
Outbound Links, Internal Link Structure and Anchors<br /><br />
Search engines will evaluate the links that a document contains. A related link on a web page is valuable content in and of itself, and is treated as such by search engines. However, links to totally irrelevant or<br /><br />
spam content can potentially hurt the rankings of a page. Linking to a "bad neighborhood" of spam sites or even lots of irrelevant sites can hurt a site’s rankings.Search engines may make the assumption that pages not linked to, or buried within a web site’s internal<br /><br />
link structure, are less important, just as they assume that pages that are not linked well from external sources are less important than those that are. Linking from the home page to content that you would<br /><br />
like to rank can improve that page’s rankings, as well as linking to it from a sitemap and from various related content within the site. This models real-world human behavior as well. Popular products are<br /><br />
often prominently featured in the front of a store.<br /><br />
<br /><br />
Keywords in Page URL and Domain Name and Overall Site Topicality<br /><br />
It is likely that keywords contained by a URL, both in the domain name or in the file name, do have a minor but apparently positive effect on ranking. It also likely has an effect on CTR because keywords in<br /><br />
the URL may make a user more likely to click a link due to an increase in perceived relevance. The URL, like the page title, is also often selected as the anchor text for a link.<br /><br />
The fact that a web page is semantically related to other pages within a web site may boost the rankings of that particular page. This means other related pages linked within a site may be used to boost the<br /><br />
rankings of the web site as a whole. This tends to happen naturally when writing quality content for a web site regardless.<br /><br />
<br /><br />
Meta Keywords and Alt and Title Attributes<br /><br />
This criterion is widely regarded as totally unimportant because it is completely invisible and subject to manipulation. It is wise to place a few major keywords as well as their misspellings in the meta keywords<br /><br />
tag, but the effectiveness of targeting misspellings this way has been disputed:<br /><br />
Because these tags are mostly invisible, they are likely not an important ranking factor. Many assert that their value is higher on hyperlinked images. They are important, however, for screen readers and<br /><br />
text-based browsers — that is, for accessibility and usability in general, so they should not be ignored for that reason alone. Neither of these attributes will make or break you, but blind visitors using screen<br /><br />
readers will thank you in any case. This is a case where accessibility, usability, and search engine optimization coincide. The descriptions should be short. Keyword stuffing in an alt tag will irk blind<br /><br />
users using screen readers, and possibly "irk" the search engines as well. Alt tags can only be used in image tags, whereas title attributes can be used in most tags.<br /><br />
<br /><br />
<br /><br />
<br /><br />
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