In terms of SEO, on-site optimisation refers to changes made specifically to your website. It can be split into two parts: making changes at code-level and making changes to a website’s copy.
Changes can be made to a website’s HTML code to instruct search engines of all manner of things. Examples include:
Sometimes people believe that web copy improvements and off-site optimisation are enough to rank in search engines. However, problems at code-level should be addressed as well, as they may be the root of significant issues – e.g. whether a page is even being seen by search engines or not.
Following on from keyword research, it is important that the main sales pages for the products/services that you offer contain keywords, in order to improve their relevance to search engines. However, there is a balance to be had – and some SEO professionals take things too far. After all, there’s no point ranking at the top of Google if the text is so keyword-heavy that it’s unreadable and off-putting to visitors.
Therefore, it is important that the website copy is tweaked in a way that appeals to both search engines and the people who will be reading about (and buying) your products/services.
If your website needs any on-site optimisation or you’re having trouble ranking in Google and you suspect it’s an on-site issue, please get in touch today.