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Lesson 5 (On-Page Optimisation 2)

The document discusses several on-page optimization techniques for search engines. It covers using appropriate heading tags to structure pages, optimizing anchor text and image alt text, including relevant keywords, and establishing an effective site structure with internal linking, breadcrumbs, and optimized URLs. Students are asked to define keyword-related terms and create a site structure that search engines and users would find appealing.

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30 views21 pages

Lesson 5 (On-Page Optimisation 2)

The document discusses several on-page optimization techniques for search engines. It covers using appropriate heading tags to structure pages, optimizing anchor text and image alt text, including relevant keywords, and establishing an effective site structure with internal linking, breadcrumbs, and optimized URLs. Students are asked to define keyword-related terms and create a site structure that search engines and users would find appealing.

Uploaded by

Shibani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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On-Page Optimisation

Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,


Odisha, India.
2. Heading Tags-
Heading Tags helps to define page structure and
allow users to scan a page quickly to find what they
are looking for .

A good practice would be to start a page with ‘H1’ and


then followed by other heading tags depending on the
content.

There are total six heading tags used.

Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,


Odisha, India.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
3. Anchor Tag-
i. Anchor Text- It is the highlighted hypertext link
that can be either internal website link or external
source.

 Appropriate anchor text helps the reader to learn


content associations.

For search engines, link relevancy is one of the


factors that determine the webpage rank.

Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,


Odisha, India.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
ii. Image/ Video Optimisation- In a webpage, the
Alt attribute provides image-related information.

Alt basically stands for alternate, where we describe


an image in a textual form.

Every image should have a distinct file name and


associated text of image in the Alt Attribute that
would allow specifying which image is for what.

Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,


Odisha, India.
To help search engine to understand the context of used image, we
must use the Alt tag.

HTML Syntax: <img src=www.example.com/img.jpg alt=‘image alt


tag’>

Search engines have capabilities to search images based upon the


query that is entered in the search bar.

For example, when a user searches ‘chocolates’ in Google image


search, Google offers many generic images along with the
groupings at the top.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
Keywords-
In the content, keywords are words and phrases that
make it possible for users to find any website by using
search engines.

While writing any content, one should focus on building


a theme out of the content, which is formed through
relationships between concepts and groups of keywords.

Closely related keyword phrases strengthen the


topicality of any webpage.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
Long tail/ Short tail Keywords-
The web is made up of short tail and long tail keyword
searches.

Short tail keywords are very few and each one has millions of
monthly search volume.

They are typically generic or category keywords.

Most keywords are long tail ones, which have longer phrases,
and each of them has only a few hundreds of monthly search
volume.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
Long tail/ Short tail Keywords-
Long tail keywords are specific brand or product
related queries. They lead to more conversion, but
less traffic as few people would search for them.

On the other hand, short tail will result in high traffic,
but conversions will be low as user queries are generic.

The competition will be more intense for short tail


keywords as they are industry keywords.

Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,


Odisha, India.
Task for the students- (To find)
What is keyword density?

What is keyword funnel?

What is page segmentation?

Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,


Odisha, India.
Site Structure-
A site structure helps us in understanding how the
website is set up and how individual subpages are
hyperlinked.

Crawlers should be able to find them quickly.

A landing page should refer to all important


subpages.

Some elements of site structure are as follows:-


Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
1. Breadcrumbs-
It is a list of internal links in a hierarchical form that allows
users to quickly navigate back to a previous node or section
in any website.

Text in breadcrumb is clickable in nature in order to improve


the user’s experience while they are viewing information on any
website.

It is always suggested to use breadcrumbs as it allows visitors


to understand the structure of the website and directly
navigate from one page to another without having to follow
a linear path.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
2. Optimise URLs-
URLs create the first impression in users mind
about the webpage before they visit the page.

Familiar and descriptive words in URL motivate


users to click.

It is recommended to use hyphen (-) to separate


words.

Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,


Odisha, India.
2. Optimise URLs-
For example:
www.example.com/OnPageOptimisation.html
www.example.com/on-page-optimisation.html
www.example.com/onpageOtimisation.html

The third example mentioned is the most difficult to understand for


both users and search engines.

Hyphen(-) is preferred over underscore (_) as search engines take the


hyphen (-) as two words but underscore (_) as one word.

Another recommendation is the use of words in URLs instead of numbers


to make the website easier to navigate.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
3.Internal Linking-
Internal links are those links that point to another
page on the same domain, and are used for internal
navigation purposes.

There are three major reasons why one should do


internal linking- (i) internal links provide visitors with
further reading options, (ii) it helps to improve the
brand’s search engine ranking as internal linking in
categories, or articles help search engines to crawl to their
website better, and (iii) they help in spreading ranking
power around the website.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,
Odisha, India.
Activity for the student-
Create a site structure that search engine and human
visitors will like.

Dr. Janendra Kumar Routray, IIIT, Bhubaneswar,


Odisha, India.

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