22-03-2018

On-page optimization — success factors that improve the Google ranking of your B2B website

You have good, interesting, fascinating content and information on your website. You post regularly on the social platforms. But digital media seem to be a gigantic “information haystack”. Information, like proverbial needles, is difficult to find. On-page optimization of your digital media — from your website to your social media profile — serves to improve your ranking at Google and other search engines. There are therefore two key questions to answer, especially in B2B digital marketing: Which search terms do potential customers that don’t know you, your products, and your services use? Are you found under these search terms?
Systematically working with these keywords is one of the success factors. Perhaps you know this from classic SEO online marketing, starting with the SEO on-page analysis and continuing to the definition of web personas that typify the behaviour, wishes, and needs of users, and derived from this, the search terms and keyword combinations that an individual uses to search in Google and other search engines.

The other success factor is giving the individual “information needle” a kind of intelligence. This has only slightly to do with search engine on-page optimization. It requires more: the systematic interplay of content and technology.

Six starting points that ensure you more success in B2B digital marketing and online branding using on-page optimization:

'Six starting points for on-page optimization of B2B websites that improve the Google ranking: content architecture, page speed, server performance, content objects, maintenance routines, measuring instruments'

Content architecture.
Google and other search engines rank all your websites, online presence, media formats, and messages in the Internet according to content, time, and local relevance. We provide you with techniques so that your content can be found and processed across platforms.

Page speed.
Google and other search engines rank your websites generally and according to end device (mobile or desktop). We give you the tools you need to reach an optimal page speed.

Server performance.
Google and other search engines rank how fast your websites are displayed by the server. We show you how to get a faster server.

Content objects.
Google and other search engines rank the content “behind” the visible content. We revise your digital presence technically and, together with you, enrich the content relevant to search engines.

Maintenance routines.
Google and other search engines rank the intervals at which your websites are updated. We implement the necessary tools and methods of working in your organization.

Measurement instruments.
Google and other search engines regularly change their ranking mechanisms. We analyze this on an ongoing basis and derive the necessary activities from it.

Try it out ...

You can check the page speed and server performance of a website using various testing tools such as the Yellow Lab Tool or Google PageSpeed Insights. Try it out.... Just copy the address of this post into the test field.

Terms used in connection with on-page optimization

WDF*IDF
WDF (Within Document Frequency) determines how often a search term occurs within a page. IDF (Inverse Document Frequency) yields the frequency with which a search term occurs within a quantity of websites. The formula WDF*IDF calculates in which proportion words within a text document or website are weighted compared to all possible websites in the index of a search engine. In short: With the formula, it is possible to check during on-page optimization how unique the content of a website is.

Latent Semantic Optimization
Besides text length and keyword density, semantic relationships and connections play an ever more important role for ranking by search engines. An example: When “beetle” is search for, does that mean the insect or the car? Google uses the Latent Semantic Indexing (LSI) method to recognize search terms in their respective contexts. During on-page optimization we use, among other things, synonyms and related terms to assist search engines in recognizing what the text is about.

Structured data
Updating metadata such as the title and description is a part of the basics of SEO on-page optimization. In addition, Google and other search engines can be provided with additional information in the form of structured data which help the search engines to find information on a website and rank it.

At INCREON Digital Lab, we deal with it every day and know how we can bring your company up to speed digitally and significantly improve results across platforms. We always start with your content, pages, and activities online. This is how you can be successful in the digital world of today and tomorrow. Let us talk about your needs with no commitment or obligation....

Got Questions?