On-site or on-page optimisation refers to the process of making your website appeal to both search engines (google, yahoo, ) and users. It reviews and improves both the public face of your website and the behind the scenes coding and technical set-up that only search engines see.
On-site or on-page optimisation is the foundation on which the off-site or off-page optimisation builds upon. Without on-site optimisation, off-site optimisation efforts can go largely to waste (no meaning). The process is wide ranging, and will vary slightly from website to website, but these are some of the main points related to the on-site or on-page optimisation process:
1) Add keywords to urls, title tags, meta descriptions, header tags and alt tags.
2) Ensure each page has a unique and descriptive title and description.
3) Assign existing, or create new, pages for each keyword.
4) Improve content to match/better content on competitor websites.
5) Assess existing and potential keyword targets.
6) Remove, merge or add to pages that have little useful content on them.
7) Check the site loads properly in different web browsers and screen resolutions.
8) Analyse inbound link profile.
9) Ensure call to actions are located in prominent positions.
10) Link to important pages from the homepage and/or main navigation area.
11) Improve the readability and formatting of written content.
12) Check for and fix broken links.
13) Add structured data mark-up code.
14) Claim authorship of content.
15) Fix duplicate content issues.
16) Add in-content links where appropriate.
17) Create a user-friendly 404 error page.
18) Assess and improve page loading times.
19) Add social media sharing buttons (facebook, twitter, linkedin etc ).
20) Create and submit an XML sitemap (google, yahoo, bing).
21) Create Google Analytics and Webmaster Tools.
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