SEO Tight Rope: Finding balance

Dec 2, 2010
DotcomWeavers

As with everything in life, too much of one thing can lead to undesired results. The same lessons have been learned when it comes to on-site and off-site tactics for search engine optimization (SEO). There must be a balance between the factors that make up each to have your website rank well for Google, Bing, Yahoo and other major search engines. As you test and improve the elements that make up the on-site and of-site factors for your websites SEO, pay close attention to how balanced they remain. Tipping the scale too far either way can result in penalization and de-ranking. Most times it’s best to let a professional web marketing team do the job for you.

The best way to prevent harming your rankings by having unbalanced SEO is to know exactly what you are looking for in on-site and of-site factors. Lets get down to the business of defining these factors in detail.

On-site Optimization – This refers to the SEO tactics that are under your direct control on your website. It consists of the following areas:

  • The text on your web page.
  • The number of web pages on your website.
  • The number of keywords and related keywords on your web pages.
  • The links on your web pages to other pages of your site.
  • The links on your web pages to other websites.
  • The structure of your website.
  • The robots.txt of your site.
  • The HTML code of your web pages.

Along with these elements, any Flash or rich media files can also include information that adds to the overall SEO of the website. Realize that the text on your website includes all written content on your website. This encompasses everything from your opening statement to the blog and even page titles.

Off-site Optimization – For the most part, the elements that make up this portion of the SEO are out of your control. They consist of the following:

  • The number of back links that point to your website.
  • The quality of the back links that point to your website.
  • How often your website is bookmarked on social bookmark sites.
  • How often your website is mentioned on services such as Twitter and other social media.

While there are not as many elements to off-site optimization, they are complicated and require more effort than is at first apparent; which is why many website owners refer to web marketing experts for it.

Some webmasters invest most of their time in on-site optimization, mostly because it is the most obvious of the two. People are naturally more comfortable working with parameters under their direct control. Others swear that links from other websites are the only way to get high rankings on Google. Depending on the keywords for which you optimize your website, you can achieve good results with both methods, provided they are implemented correctly. However, you will get the best possible results by combining them. If you optimize the on-site factors of your website, then you make it as easy as possible for search engine spiders to parse your web pages and that is the name of the game for ranking in search engines. The content of your web pages should contain the right elements and the right keywords in the right places so that search engines know what your website is about. Links from other websites that contain your target keywords show search engines that other people also find your website relevant to a certain topic and bookmarks of your website on social bookmark services let search engines know that real people like your website.

It is very easy to concentrate on either on-site or off-site factors. Make sure you or the professional web markers you hired, are combining them, with equal emphasis placed on each, to produce the best results for ranking your website.

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