The sites that a user can see up there in the SERPS are the ones that are optimised. The use of Meta tags, Meta description, html micro data, URL slugs, keyword density, inbound and outbound links, sitemap, etc. are some of the common and effective methods of optimising websites.
Building Visibility of a Webpage
Using onsite optimisation methods, you can make search engines read what you want the users to know. A company selling weights in Chicago, for instance, will most likely use the keywords weight machine, weight machines Chicago, buy weight machines Chicago, muscle building with machine Chicago, cheap weights, weight training, and so on. Web crawlers will read these keywords and content that is optimised for these keywords and a note of its relevance will be created for a search engine index.
As a result, when a user will type the keyword ‘weight machine buy’, the search engine will display your content if you have optimised your website and targeted the keyword ‘weight machine buy’. The more targeted/precise your keywords are, the more visibility you will have.
The Importance of Metadata
Metadata is the information that you use to describe your website and web pages. It must include the most important things about your website such as the products or the services that you are selling, what your website is about and what you are offering to the people. Meta title, Meta description and Meta tags spell out the subject of a webpage and what it is about. A web page about car care will have metadata about how to maintain your car, tips, videos, mechanics, efficiency, and so on if the sit aims to rank for such keywords. The more targeted and relevant your metadata is, the better.
Wordpress sites have the facility to add Meta titles, Meta descriptions and Meta tags on blog posts for optimisation. Using these along with html, search engine optimisation (SEO) and micro data helps to make a web page more visible to search engines and thereby to the Internet users.
Using Sitemaps for Optimisation
The structure of your website also impacts how much of it is explored by a web spider. Web spiders crawl through web pages to gather relevant information about them. The more you make it easy for a web spider to crawl on your web pages, the more information it will retrieve from it.
To make it easy for a spider to spot and visit web pages, website use sitemaps. Sitemaps categorise pages and link to them from one single page. The link to the sitemap is kept on the home page so that the crawler can easily spot it. Similarly, the link to the most importance pages is always placed on the home page for easy identification by a spider.
Same Site Links
To help users and spiders discover web pages within a website, interlinking of pages must be done. Same site links or the links on a site that point to one or more internal pages help in optimising the web pages that are linked together. Old posts and pages get discovered through these links, which keeps them valuable. Using two to three same site links on one web page provides the best results.