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6 Simple Steps to Make Web Content Accessible

There are a few basic things that can be done to optimise the content on the website itself (onpage), which can help the page become more ‘visible’. It is by doing this that the site will get a better place on the ranking’s page and, in turn, get more visitors. Read on to find out more!

Websites live on content! Whether this is text, pictures and images, videos or even interactive elements – all of this information has to be found and rated by search engines, which can prove to be a big challenge. In addition, owing to programming errors or lack of accessibility, some websites have serious problems getting found by search engines.

There are a few basic things that can be done to optimise the content on the website itself (onpage), which can help the page become more ‘visible’. It is by doing this that the site will get a better place on the ranking’s page and, in turn, get more visitors.

1.      Precise and correct titles

Title tags are still seen as one of the most important factors when it comes to search engine rankings for onpage SEO. With the title of a particular page, it’s really important that the title is fitting and that it covers the expectations of the target audience. This can work wonders for customer loyalty – clients recognise what they’re looking for in the title and will click on the search result.

Tip: Improving your titles further

·         The title should be formed with the aim of increasing the clickrate in the search results. Appropriate and strong titles really stand out from others and invite more clicks. Here, it is important to make sure the title has been chosen with the user in mind.

·         Make sure your titles and headlines are varied in order to optimise your website for various different long-tail search terms.

·         Use the more important keywords in your page URL, too, as Google sometimes also shows a part of the URL in the title.

 

2.      Authorship Markup

The author of online content is placed ever more frequently in the spotlight. Automatically created and spammy content really mean little to those searching, and content like this will have a guaranteed negative effect on a website’s ranking. Authorship markup gives you the possibility to show off your content, boasting yourself as the author.

Getting the Authorship markup in place on a website is incredibly easy; it really only takes a few steps to get this up and running – there are numerous tutorials and videos online to help guide you through this. If readers can see the author of the work when a link comes up in the search results, it acts as an instant eye-catcher.

Tip: Getting more clicks on Google Plus

Play around with your picture on Google Plus. Just have a go at making the picture more attractive or welcoming, or even just give it a different form.

3.      The length of the content

It’s not uncommon for webmasters to debate on the optimal length of online content, and how little has to actually be written in order to secure good rankings.  As a general principle, the content has to be of real value. Honestly, it’s possible to have endless amounts of information, thorough and detailed research and helpful links on every topic; just make sure the volume of content is actually useful for the readers. It’s really important that you view the content critically, and even if you’ve put good time and effort into making it sound nice, if there are any parts which don’t offer any constructive value to the reader, then cut them out. Instead, try including rich-media elements, such as videos and pictures. Content which is dynamic and innovative will certainly attract more readers, who’ll be keen to share it with their colleagues and friends – this is a mega-plus point for you.

Tipp: Making your content better

·         Include pictures, videos, tables and graphics for the overview.

·         Check out what the competition is doing and make sure what you’re doing is better.

·         Write longer, but more useful, user friendly texts.

 

4.      User Engagement (UGC)

Engaging your users and getting them involved with your content is important. The aim:  to encourage your readers to discuss the content you have on your site (for example, in the form of user-comment, ratings, likes etc). Provoke your readers into discussion and don’t forget that above all else, Google rates websites according to the users. If an article or post has real discussion and interaction, then it’s highly likely to be of greater use to the users, as there is a good deal more information provided than if the article posts stood alone.

Tip: Encourage your users to get involved

·         Try to encourage interaction with a competition or special offer.

·         Implement a call-to-action button at the end of the text, for example “Let us know what you think”

·         Make sure you don’t neglect the comments and discussions.

 

 

5.      Social Signals

Now, just as ever, Google is highly dependent on social data, and its objective is to identify the sites which are up to date. If you can make sure the content is socially connected, then you’ve also got a good chance of ranking well. It is true that you won’t have a direct influence on a page’s ranking, and there is no official confirmation that social media carries ranking factors, but these things will encourage a better position in the search results.

 

Tipp: Getting more social signals

·         Make sure that the content is user-oriented and share-worthy.

·         Make the social sharing effortless: Place the social sharing buttons prominently and clearly visible on the site.

·         Good content is more frequently shared; create a buzz with your work!

 

6.      Data Structuring with schema.org and microdata

Structuring data could really play an important role for the future of search machine optimisation. Many experts believe this optimisation process to have a positive influence on websites and that sites which have implemented this already often reach more positive places on the search results page than those that have not.

Schemas are, with the help from tags, placed on websites in order to show to the search engines the exact nature of the content. Information such as evaluations, events and dates are good examples. If the content of the source code is accurately marked, this makes it extremely easy for the search engines to interpret the content and present it to the users in the relevant places. The great thing about this is that the specification of data, much like the authorship markup, will be brought out in the search results page.

Tipp: Structuring your data

·         Have a look at schema.org to find out what kind of specifications there are.

·         Google needs a while to recognise the structured data – so wait a week or two

·         Read about it first hand: https://support.google.com/webmasters/answer/1211158?hl=en

 

All in all

Getting your content in shape for search engines doesn’t just require genuine effort and creativity, but also a couple of technical aids. If you do follow up a few of these points, though, even after only a short time you’ll notice the positive effects. So start small and work step by step until your content is really well optimised and converted. Good Luck!

Translated from: Irina Hey, a passionate SEOer. Irina, of OnPage.org, is responsible for Online Marketing, Communication and PR. Irina Hey at Google+

 

Photo courtesy of Fotolia

 

 

 


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