On Page Optimization

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The term On Page Optimization refers to using specific terms in a webpage to achieve higher search engine rankings. The terms could be updated on the visible parts of the page (what the viewer normally sees) or in the code that creates the page (what the viewer does not see). All optimization is completed directly in the HTML file or page or “on page”.

On page Optimization refers to the optimization of a page by techniques and measures that are not implemented directly in the HTML file.

The definition of optimization is to improve the functionality of a system or design. At Alfa Web Solutions, our definition of optimization is to take the functionality and improve it to be as effective as possible. Alfa Web Solutions achieves on page optimization using techniques that improve the page search engine ranking, functionality, and effectiveness of converting readers to customers, while improving the content the reader sees.

Key Optimization Methodology

While the SEO Methodology for on page optimization is documented throughout the web, almost no one individual has access to the underlying search engine algorithms in their entirety.  Even programmers who write the code for the search engines usually are assigned sections of the underlying code for confidentiality reasons. The search engine algorithm is the basis for competitive advantage of the major providers (Google, Yahoo, MSN, etc.). Therefore, nobody “knows” the exact wording that will guarantee that your page will be the number one ranked page when a user searches a select keyword. Standard on page optimization techniques will help gain a slight improvement in rankings of your page.  For superior results, your website will require an experienced company to test live variation of these techniques and help develop or use cutting edge techniques to keep up with the changing nature of search engine algorithms.


Keywords provide the indexing foundation for search engines.  The closer a page matches the keyword algorithm, the higher the page appears in the list of websites displayed when a person searches a term (search engine results page – SERP).  For example, if your site sells wedding dresses, you would want your site to be listed on the SERP when somebody searches the term “wedding dresses”.  There are many factors to consider when choosing specific keywords.  The main factors include:

  • The number of people searching for the specified keyword
  • The specificity of the keyword phrase
  • Traffic patterns
  • Keyword competition, and
  • Keyword conversion probability

Keyword research is a rapidly evolving field of research that experienced SEO providers need to understand extensively.  To learn more about this service, please visit our Keywerd Research page.

Once your specific keyword research is complete and you have chosen the specific keywords for a page (usually 3 or 4 per page is best) then you are ready to implement them.  Using keywords in the text of your page helps improve the position of that page on the SERP when the keyword is searched. Some search engines weigh the first section of the text higher than the remaining documents.  It is recommended that keywords be used heavily early on in an article and then sporadically throughout the rest of the page.  This technique requires excellent balance between the keywords and the flow of the article.  Please read our article on Copywriting and Article writing to learn more about what professional copywriting with keywords will provide.

Images and ALT Tags

Images on the page are a rich yet often overlooked section for page optimization. Naming your image files to coincide with your article content (including filling out the ALT tag) may be beneficial. SEO professionals disagree on how much the right name or ALT tag helps in search engine rankings. Most agree that a hyperlinked image with an ALT tag carries more weight with the search engine. Taking the time to properly name an image and filling in the ALT field should still be completed using the researched keywords. For more information on ALT tags, visit our HTML Tags page.


Link structure is another aspect of on page optimization. Besides creating a proper site map that helps the search engine “spider” understand the hierarchy of your page during the indexing process, linking your text in your content appears to improve results when your site is indexed. Linking to other pages within your site (internal linking) by changing key terms in your content to clickable links is beneficial. Internal linking works better if the anchor text (the clickable link) is realted to the content to which it links and if the page links to a page at the same level of hierarchy.

Page Coding

Properly coding a webpage for the search engine spiders to index is highly recommended. The TITLE tag is the first tag in the HEAD section of the code and should contain your target keyword. Meta tags for “description” and “keywords” used to hold greater weight. However, because some websites abused these fields in the past, they carry little to no weight by search engines. The less code there is on a page, the easier it is for a search engine spider to index the page. Removing unnecessary code (called craft) that some web authoring tools leave in the HTML is beneficial part of on page optimization. Page load times are taken into consideration in rankings. If two pages contain the same content, the page that loads faster will be ranked higher. Make sure to test your page loading times and optimize them as needed.

Contact Alfa Web Solutions for More Information

Alfa Web Solutions has provided this article to help you understand the underlying processes of search engine optimization. Most of the technical details have been left out of the article. We invite you to contact us at Alfa Web Solutions about this topic or any other SEO topic by clicking here.

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