The word on the search engine marketing streets is that on-site optimisation perfection is a worthy aim. If you’ve been too busy building links and adding fresh content to deal with the messy, muddled back end of your website, it’s time to get your on-site optimisation mojo working.
How do you identify on-site optimisation issues?
There are all sorts of useful tools that analyse web pages, their performance, issues and visibility. I get my information from a couple of places since different analysis tools tend to deliver slightly different results:
What are the most common on-site fails?
There’s plenty of low-hanging fruit to tackle before you get into more complicated on-site optimisation territory. It makes sense to tackle these easy-ish but potentially time consuming bits and bobs first:
- Missing image alt tags
- Missing or duplicate meta descriptions
- Broken external and internal links
- Missing ‘nofollow’ link instructions
- 4XX errors
- Too short / too long / duplicated page titles
- Missing language declarations
Will I notice any difference to my website rankings?
Having spoken to my tame SEO Consultant, it appears that making on-site improvements can indeed boost your website’s visibility and win better search engine results positions. He’s seen one client in particular climb steadily up Google’s notoriously challenging hit parade as they gradually improve their on-site performance.