Website Optimization Articles

Top 10 Website Optimization Factors Impacting Organic Search Engine Traffic

Utilize these top ten website optimization factors to maximize your website rank in the search engines

1. Use your keyword in your Title tag

One of the biggest mistakes made by web designers is not utilizing the power of the title tag. The title tag gets bolded in search engine results and can be a big influence on converting a searcher into a visitor. Forgo the use of the company name in the title tag and instead use the keywords that will drive traffic to your site. Don't use too many words in the title, as the more words you use, the more diluted your keywords become.

2. Anchor text of inbound links

The anchor text is the text you see highlighted as a link to your site. Search engines place emphasis on the text that links to your site as it gives a mini-synopsis of the subject of your site. Again, forgo the use of your company name as the anchor text, and instead use descriptive keywords that summarize your website.

3. Link popularity of your site

How many high-quality inbound links you have coming to your website is a major factor in determining search engine ranking. Having many external links pointing to your site shows the search engines your site is worth indexing and ranking higher for a particular phrase. The key is to have links from reputable sites with similar content, not link farms and sites with unrelated topics.

4. The age of your website

Lately there has been more emphasis placed on the age of a website for higher organic search engine rankings. It's not the date that your domain was registered that counts, it's the date your domain had indexable content available. Older sites are deemed to be more trust-worthy and if you are starting anew site, it may pay to research older domains that are available for purchase rather than registering a new domain name.

5. Internal link structure of your website

The navigational structure of your site has an impact on the way search engines rank your deeper pages. Page popularity is dispersed among second and third level pages based on how you structure your internal links. Orphaned pages won't rank well and it is important to have an organized link structure between your home page and sub-level pages.

6. Topical relevance of external links to your site

The inbound links to your site are considered "votes" for your site for page ranking purposes. If your external links come from topically-related sites, search engines place greater weight on the link. Add relevant anchor text to the link, and you've maximized the inbound link for ranking purposes.

7. Use of important keywords in your body text

Even though it's possible to rank a page for a search term without having the text on the page, it is difficult. By optimizing your pages for focused keywords and phrases, you stand a much better shot at ranking for those terms. Be careful not to overdo the keyword placement, as you could end up"stuffing" your page and hurt your rankings.

8. Using your keyword in your domain name

There are several factors impacting this method such as the age of your domain and the way you use the keyword in your domain. Break up the domain using a hyphen to isolate the keyword, but don't use more than two hyphens in the domain. Spam sites notoriously use many hyphens in their domains, and this could hurt your website ranking.

9. Text surrounding your inbound links

The text surrounding anchor text of inbound links is becoming a more important factor in placing weight on links. Search engines are becoming quite intuitive and are analyzing the page content surrounding your link. If your link appears in a directory structure with little supporting content, the link won't be valued as high as a link coming from a content-rich page with an in-copy anchor link.

10. Unique, relevant content will draw traffic

Want the quickest path to search engine obscurity? Copy another site's content. The entire purpose of search engines is to index unique content on the web. It doesn't serve a purpose to index the same content multiple times. Duplicate content filters will drop your pages into oblivion if your content is the same as another site. Take the time to write your own content and you can rest assured the search engines will index your site. Keep the content updated and fresh, and the search engines will come back more frequently.