Business development 1 April 2016

A guide to on-page optimisation for micro firm owners: Part one

on-page optimisation
Numerous studies have assessed the impact of more descriptive page titles
With search engine optimisation (SEO) continually evolving and Google constantly updating their ranking algorithm you might be unsure on where to begin when you are starting to optimise pages on your website. Business Advice SEO expert Paul Simms explains everything you need to know.

SEO is an increasingly complex topic but when looking at on-page optimisation in 2016 it is still possible to get back to basics and follow simple best practices for maximum success.

Create unique and accurate title tags

A title tag is the text that first describes a web page and is the first information the search engines read to understand what the content is about. The title tag will be displayed in three different places:

?(1) Search Engine Results Pages


The page title you create will often be shown in the search results so it is important to optimise the text to fit correctly, otherwise it will be automatically truncated to end in

Google calculates the pixel width of the characters used in titles with a limit of 512 pixels this normally works out somewhere between 60 70 characters.

It is important to note that Google will still read and understand the characters after 512 pixels so a descriptive page title longer than 70 characters can still have an impact on ranking positions.

(2) Browsers


The title tag will be displayed in browser tabs. Most SEO experts believe that keyword prominence is a ranking signal that is, the keyword at the start of the title tag is given more importance than those at the end. While this is true, it is also equally important for the user to instantly understand what the content is about, and having the primary keyword at the beginning of the title can help enforce this to users.

(3) Social media


Most social media websites, as well as other external websites, will use the page title as the link anchor text.

While the importance of keywords has declined over the last few years, the page title is still an important factor search engines use to understand what your web page is about. As search engines become more intelligent, they are becoming better at understanding relevance and context, but your page title should still be descriptive and use the keywords and phrases relevant to the content.

Click-through rates vs. ranking improvements


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