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The Importance of Visible On-Page Factors!
Search Engine Marketing – The Importance of Visible On-Page Factors
On-page factors are dictated by the web pages’ content and are critical to a marketing campaign. Besides the fact that they are easy to manipulate and that search engine masters have started taking into account, other factors as well, on-page factors still hold a lot of importance.
These factors can be broadly categorised into Visible as well as Invisible. In this write-up, I’ll only highlight the Visible factors.
The Importance of Visible Content
Search engines give a lot more importance to visible content as this is the content that users are going to see.
Some important Visible On-Page Factors are Page Title, Page Headings, Page Copy, Outbound links, Keywords in URLs and domain names, internal link structures and anchors and over all structuring of the Site.
Title
It is the text that is defined by the subject of the <title> element present in the <head> section of an HTML doc. This title can be clearly sited in the browser windows’ title bar and can also be seen in the headline of a SE result. This is clearly the most important factor from the SEO point of view. The quality of SE ranking for your site will depend a lot on your Page Title.
Google advises webmasters to have descriptive Title Tags and headings. Using the same generic text for making titles for all pages of a website should be strictly avoided. This practise may get your site a poor ranking, or worse, it may get you penalised for posting duplicate content. Ensure unique and relevant titles for all pages!
Headings
Page headings may be used to indicate the collective context and meaning. They are usually larger in size than the rest of the content and are created with the help of <Hx> tags in HTML. “X” can be any digit between 1 and 6. They have been readily abused to manipulate SE rankings but are still a relevant on-page factor.
Page Copy
It’s important for a website to post pages that are relevant to a users’ query. SE algorithms put a lot of emphasis on this. Excessive keyword insertion should be avoided. Key words may be used in a variety of legitimate ways such as varying the tenses or mentioning a singular keyword in its plural form. Keyword stuffing should be avoided at all times!
It should be noted that SE algorithms are unknown and constantly updated. This has added a lot of ambiguity to the subject of “Keyword stuffing”.
SEO copywriting is an art, which if mastered, will enable you to use such ambiguous factors to your advantage. As a webmaster, all you need to do is to make a site which is useful for the surfer and at the same time, SE friendly. Key words may be exceeded to a certain extent but should not compromise with the content and its relevance. They should not look contrived!
Outbound Links
A web page should only contain links that will lead the visitor to relevant content. Your sites’ ranking can get serious downward jolts if you include links that lead to irrelevant web pages.
Using Relevant Keywords in Page URL
This practice should be adopted by all! Using keywords in the URL can dramatically improve rankings and CTR (click-through ratio). The URL may also be mentioned on a webpage in the form of anchor text.
The Importance of Link Structuring
Search Engines do not give much importance to pages hidden inside a sites’ internal link structure. Webmasters need to design websites in such a way that pages with relevant content are linked well to the home page. Direct linking can do wonders to a websites’ ranking in SE results.
Here is an example of the things you should do and the ones you should avoid:
The Wrong Way:
This is something all webmasters should avoid. The pages between 
and 
aren’t directly linked to the home page. This practice will push relevant pages down the hierarchy.
The Right Way:
1 2 3 4 5 6 7 8 9
In this case, it can be clearly seen that all the 9 pages between and are directly linked to the main page. Using this link structure will create a much better scheme of navigation to all the pages.
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