93 per cent of all website visits, searches and shopping begin with a search engine.
You may have come across the term “onsite optimisation” in regards to the SEO process and wondered what it meant. At first, it may seem like a technical term that doesn’t apply to you and best left for your website developers. Not true! If you have a website, you should be prioritising onsite optimisation and your SEO- always!
‘57% of B2B marketers stated that SEO generates more leads than any other marketing initiative.'
Below, you’ll find what you need to know about onsite optimisation and how to start applying it to your website today.
What is onsite optimisation?
Onsite optimisation is one of the key factors that make up Search Engine Optimisation (also known as SEO). It is the process of optimising your website by adjusting certain elements to make it search engine friendly.
The following are common steps to take when optimising your website for search engines. Not forgetting all these steps need rigorous SEO keyword research undertaken to make sure you are actually optimising your site for words that people will actually look for.
Optimising your page titles and descriptions (keyword optimisation)
The first thing a search engine analyses when crawling your website is the page title and description. The general rule is, make the title length up to 60 characters and the description below 150 characters.
Ensuring that your website is mobile friendly
Most people who visit your website will do so from a mobile phone. In fact, more than half of the people reading your websiteare viewing it on their mobile (or tablet). So it is a great idea to make sure your website performs well (and looks good) on mobiles. You can make use of Google’s mobile-friendly testto analyse your website’s mobile friendliness. This tool will grade your website and offer avenues for improvement.
Setting up internal links
Internal links allow users to navigate your website and if they are not well set up, your page visitors may not get to see all the juicy resources and information you have to offer. As well as your services or products that you have that solves the very problem your viewer has come to your website for. It is no longer enough to have links in the main navigation, internal links can also be used to link readers to relevant blog posts and pages on your site.
Optimising your page speed and trust score
A faster website boosts user experience and page speed is a major factor in onsite optimisation. You can make use of Google’s page speed insightsto find out how to speed up your web pages. Images need to be the right size and not delay loading time.
Publishing SEO blog posts regularly
Updating your blog regularly encourages people to visit and boosts your index rankings. People won’t come back to your blog/website if there is nothing new for them to see. Your posts should prioritise SEO but also written in a style that your readers enjoy. Some people say you only need to blog four times a year for Google to recognise you post fresh content but I’m a firm believer in posting two to six times per month.
What is offsite optimisation?
Search engine optimisations that can be performed away from your website are known as offsite optimisations (or off page optimisation). This is a blanket term that refers to actions you take to promote your website online asides from advertising.
Offsite optimisation is comprised of three major factors of importance: authority, trustworthiness and relevance. Here is a useful diagram on the sorts of things that Google supposedly bases their ranking algorithm on.
This usually involves:
This is the process of increasing your website’s trust level by having links pointing to your website from other notable websites. You may also see this referred to as backlinking. As a copywriter, I don’t offer this sort of technical or backend SEO so it’s best to work someone who looks after the technical aspects AS WELL AS nailing your onsite optimisation.
Social media marketing
Posting updates on social media and building a following who are then directed to your website.
Which is more important?
Ideally, you’ll need both to rank high in search engines. However, you can start out with onsite optimisation which is considered the foundation before progression offsite. Remembering that 75 per cent don’t scroll past the first pageof search engines when Googling something.
Is a SEO copywriter right for onsite optimisation?
Whilst not all copywriters are trained and experienced in SEO, I definitely am!
We’ve covered the importance of publishing SEO blog posts regularly, however, this is easier said than done. Trying to do the whole work yourself can lead to mental fatigue and you may end up publishing posts that turn your readers away. Plus, it’s one thing to write but it’s quite another to apply SEO best practices to your writing without making it sound clunky and keyword stuffed. Professional writers know how to make your content SEO friendly; flow smoothly and still sound fantastic. They also make sure that your content is well researched error free and optimised with the right H1 and H2 values.
Here is what my onsite optimisation packages generally include:
It can be hard to tell which of these services you need for your current project. Firstly, I’ll break down what each means and why you might need it. Putting your work on display without seeking the below services is like preparing for the party of the year but neglecting to put on a fabulous outfit.
Editors and proofreaders are not always copywriters (unless you are multifaceted like this overachiever).
Proofreading is the detailed talent of going through each and every word and piece of syntax in your written work. It identifies spelling errors and incorrect or missing grammatical marks.
One of the most common things I see when I am proofreading is misspelling words by writing their American counterpart. UK and Australian English use different spelling for the same words a lot of the time. If you are an avid consumer of American culture, you might not even realise [realize] that you’re spelling things differently.
Proofreading adds a more professional layer and content to your work, which is important if it is public facing.
You need proofreading if you are a writer or have lots of experience writing and just need that final polish to your work before it is published or shared.
Copyediting is the rigorous reviewing of written work. However, copyediting is not just spellchecking. It goes beyond that and it requires skills in knowing how to structure work, how readers think and how to order topics.
Often, copyediting also involves fact checking of names, dates and titles. I generally recommend what is known as a “hard edit” when it comes to copyediting.
The hard edit includes sentence and paragraph structure, thorough proofreading as well as consistency for style, topic order (how the entire manuscript is structured) and correct grammar.
This type of copyediting will include improved word choice and readability, consistent tone, eliminate repetitive, redundant and awkward phrasing, consistent language to appeal to your demographic (readers and potential publishers). It will also include suggestions for weak story points and additional points that are suggested to write.
An overall structural edit will also be supplied, meaning the order of topics, the flow of the writing and manuscript, chapters and time structure may be changed or suggested differently (where appropriate).
This hard edit is also known as a stylistic, line edit or developmental edit and does not include significant rewriting or ghostwriting.
Great for: books, manuscripts, larger documents, annual reports, magazines, lengthy writing, essays/academic papers.
Who should get copyediting: if you’re a subject matter expert but not a professional writer or editor and have written a long piece of work, then copyediting will refine that piece for you. Also, great for anyone that expects their project to be viewed by the world!
Warning: this is a really thorough (and, some may say, tough) editing process and could be quite upsetting when I ‘kill your darlings’ but if your objective is to have your work published or viewed publically, this is something you will have to endure.
If you just want someone to tell you whether your writing is good or not, you need a manuscript assessment (for books) or a mentor (for professional writing).
Hiring a ghostwriter means that a professional writer creates your work from scratch. It’s often in the form of a memoir or business book but can also be articles or speeches. Quite often, celebrities and well known people hire a ghostwriter to write their books. In fact, around 60 per cent of celebrity books are ghost written.
The ghostwriter conducts extensive interviews, research and data collecting. As well as writing the complete work, emulating the tone of the focal person.
Ghostwriting is a lot of work, so is a significant investment- both financially and in time. It’s not just about writing about someone. But working very closely with the person to get to know them, coaching them through the process and the tough bits and eeking out the right information. This is an artform.
A ghostwriter service is for someone who has the money to invest. Plus has had an interesting life and wants a professional memoir or business book written. but does not have the time to write it. It’s a terrific service for people who don’t have any writing training or inclination. A ghost written book is a great promotional tool for your business or personal profile. And is an incredible legacy for your future generations of family or mentees.
Most professional writers can take about 100 hours to write a non fiction book, not including research. And it can take years for most people to complete their book.
Get in touch to discuss a quote for your copyediting, ghostwriting or proofreading needs.