Tuesday, 7 December 2010

Managing Website Content and Asset Optimisation

Stage 1 - Initial Research

The previous article within this collection focused upon the importance of creating a simple site structure to ensure the website is successfully crawled and many pages are indexed.


Stage 3 of this collection of articles will focus on the power of managing your website content correctly for the SEO world and the major benefits of optimising your online assets such as images, graphics and videos.

On Page Optimisation

This includes any changes you make to your website, anything from a title to the code structure.
Manage your web content correctly to rank well with the search engines. The following areas should be focused on to enhance SEO.

1) Page Title

The page title will often be used within the Search Engine Results Page (SERP) The page title holds the most weight because search engines will use this as a description.

2) Meta Description and Keywords
Website directories and certain search engines are known to use this Metadata as descriptive blurb when showing a link to your website.
The importance of the Meta keyword data is a grey area and classed by some as unimportant.
There are still benefits of listing your keywords within the Metadata. It makes it easier to create other external digital assets that share keywords, link to the page and therefore boost its online importance.

3) Breadcrumb trail + heading tags
The breadcrumb trail is a useful tool for SEO and improves user navigation. Heading tags are good for laying out information dependant on importance and help spiders make sense of page content hierarchy.

4) Body text + Alt tags
The body text makes up the majority of any website. Un-surprisingly this is where keywords come into play. Well structured prose will allow for a healthy amount of important keywords to be used. Alt tags are image descriptions and the text will get crawled so it’s a perfect place to use keywords.

5) Links – internal and outbound
Links are what makes the internet so accessible. Internal links include all connections within a website. The more keyword rich internal links there are, the better for SEO.


Optimising Website Assets

This section pretty much covers all elements excluding the html pages that make up a website. These include Microsoft office documents, pdf documents, images and videos. All these elements can be made SEO friendly by simply adding meta data. It is possible to create your own custom meta data panel within various Adobe and Microsoft software.

Images and Videos are slightly different, as mentioned in the previous section it is important to add Alt tags to images. Videos should be named with hyphens in between words and keyword rich titles can be added to the summary fields.

The following stage within this SEO Development collection will look at preparing link building techniques to increase online reputation and PageRank.

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