On Page Optimization

onpageseo and content optimization for better page rank

There is saying in the business world "if you don’t satisfy your customers then someone else will do” that is content aspect of e-commerce business and even you have good quality products with great content but if that is not linkable with search engines, till then your business can not receive good number of prospects through organic queries. How search engines will know that there is great and valuable content to show search query makers? This can be achieved by following some standards while creating HTML pages.


While creating good content, it is important that you know your business in breadth and depth; nobody knows your business better than you. Eyeing on the latest trend and knowing consumer behavior will help to create valuable content. The content which covers each aspect of the topic in details will likely to do better in search results.  

Many SEO experts suggest using keyword research and finding out the high volume and comparatively less competitive keywords and using them tactfully in your web pages. Below example shows how good content can be created based on likely search strings which users going to enter in search engines.

For example, buyers who are looking for T-shirts are likely to enter below queries:-

Type of T-shirt, half or full sleeves


For whom, for baby, adult or old age persons


Man or woman Tshirt

Comfort level

Good for winter or summer

The fabric is made of

Plain or printed

Dos and don’ts, durability

The uniqueness about the product

Price of the product, shipment fee

and the list goes on.....

If you are a local business then mentioning the city name will help in search engine result pages. If someone put query like “Good men winter T-shirt in New York”, your store will rank higher!

There are various tools like Google Adword to do research on keywords and you can get insights on how to devise good quality content.

Linkage and Indexing

If search engines cannot access your website pages then how your customers would find products and services. So this is a very important requirement from an SEO perspective. The e-commerce website may have many pages for various products and services. All these pages should be accessible to search engines. The web crawlers and auto bots gather data by visiting hundreds of billions of web pages and send the web page information to search engine index. When a user makes search query the Google, Bing or Yahoo engines look into this index and show the search results.

                    Learn more about how you can increase the indexing rate of your site pages

Therefore for better search results, your site should be indexed properly. The search engines can index home page but if other pages are not linked to home page then they may be missed. This problem can be addressed by providing the sitemap of your website. Another file robot.txt can be used to instruct the web crawlers whether a particular page should be indexed or skipped. You can add a no-follow attribute in robot.txt file for a particular page if you don’t want it to be scanned.

If you designed new site then submit your site on Google and for Bing search engine set up the account for Bing webmaster tool and login to submit the site. Once the site has been submitted for Bing, the Yahoo will automatically pick up your site. To check which site pages have been indexed in Google just type site: yourdomain. For example, site:etraderevolution.com will list the indexed pages of this domain. It is generally seen that even many pages of big corporations don’t get indexed so for small e-commerce business and Startup Company it becomes necessary that all their pages should be indexed for better page rank.

Website hierarchy and link equity

The navigation and flow of the website play an important role in engaging the visitors and taking an appropriate call to actions (CTAs). The website pages which are properly linked in according to the context may increase the conversion rate also. The context in which internal links are used also helps the search engines in understanding the website and crawling. Therefore good flow and self-navigated website can enhance the page rank.


Due to lack of time in this busy world and availability of large volume of information and choices people generally abandon the sites in the middle which are not user-friendly and flip to other options. Majority of prospects don’t like to read content that is confused and irritate them so they prefer to leave the site. The content should be presented in a logical manner that it can appeal the most readers. The internal links help in connecting the relevant pages and establishing the smooth flow so that visitors don’t get confused. The easy to read and actionable website increases the conversion rate and reduces the bounce rate.


It becomes difficult to manage pages when the site grows big that is why by understanding the requirement of the business a detailed study should be carried out about the design aspect of the website. The pages which are important and have good content should be available to customers with minimum clicks.


The internal links spread the page rank across the website. Generally, it is home page where the page rank is pooled but using internal links to important deep pages the page rank can be extended to these pages. The direct link form home page can increase the number of visits to these important pages. This process of spreading page rank across the main pages is called link equity and it is important for the overall page rank of the website.


By keeping all the products and services on a single page is not a good idea from a usability point of view. The customers may not find their desired item easily and in a short time. Therefore, internal links can be used to divide the products and services into categories and subcategories in a hierarchical manner. The important products pages can be kept close to the home page by just 2-3 clicks away. In this way, these product’s pages can perform better in page rank.

The anchor text can better tell the search engines the relevancy of the pages. Instead of using terms like “click here” the better anchor text can relate better the host page and destination page. This anchor text helps search engines in crawling and can improve the page rank of the website. While using anchor text it is not advisable to use keyword laden text. The long-tailed keywords with better relevancy make search engines more sensitive towards the web pages and help indirectly for better page rank.


For example, you are selling smartphones of different types with different specifications then long-tailed and good relevant keyword phrase can give better understating of the content of your website. In this way, the search engines can prioritize the crawling and page ranking.


In summary, the good website design and link equity can increase the authority and rank of the website, can enhance the look and feel, websites can be made self-navigated with a smooth flow, the search engine crawling can be enhanced. All these factors have a great impact on page rank and user experience. The small and medium enterprises may not have a large product line but in the later stage, it might be difficult to manage and maintain page rank friendly website if design principles are not taken into consideration.

Heading Tags

The headings on the page attract the users. They can easily understand the objective of the page. There are six HTML tags ranging from h1 to h6. The use of these tags in website signals the search engines that how well the content is presented to the visitors. The appropriate use of these tags enhances the user experience and page rank. The H1 tag tells what the page is all about. The objective of these tags is to increase the readability, look and feel. The relevant information can be better presented in sections and subsections by using proper heading tags.

However, there are no restrictions on how many tags can be used on a page but few important points should be kept in mind while using them.

-It is suggested that only one H1 tag should be used.

-The hierarchy should be maintained. For example, the h3 tag should not be used before the h2 tag.

- Use of keyword in h1 tag can help in better page rank because search engines also use it to understand the context and structure of the page.

-you can use them multiple times on the page but levels should not be skipped. If you can decide not to use all the tags but at-least use h1 tag which has an impact on page rank.

-Unlike the title page, the h1 tag can include links as well.

Anchor Text

They are the links of visible and readable characters which can be used anywhere on the web page to take the user to other sections or pages. When a site is information-heavy, it becomes difficult for users to locate exact information they are looking for, therefore anchor text can be used to skip big data and direct them to the desired page or section. The anchor texts save user’s time and make navigation very easy. The anchors can be linked to texts, images or other widgets like buttons.

World Wide Web is interconnected networks of web pages. Many webmasters insert the link of other websites which are useful for their readers. In this way, readers of the original website can get additional information or data if they want by clicking these links. But the discretion of linking destination page lies with the webmaster of a source website. Based on the requirement and relevancy he can choose different anchor text for the destination page. When search engines crawl for page rank they see how and in which context the other sites are linking that page. Therefore anchor text is not just good for a user-friendly website but also play an important role in search engine page ranking.

The anchor text can be used for artificial and natural linking. The artificial links are those links when webmasters use unethical practices like buying links for enhancing backlinks profile and using same anchor text multiple times within one site even if linking was not necessary. But nowadays the search engines have got smart and they see overall context and relevancy of the linking. The unnecessary linking and the attempt to enhance the rank artificially can be checked by tools like Google Panda and Penguin.

So it is wise to link when there is a need or which can enhance the user experience. Even while linking the same page multiple times within one website it would be good if unique, relevant and different anchor texts are used. The anchor text should be understandable by the readers and attractive enough to lure them to make a click. Too much use of keywords can irritate readers and also be seen as spammy behavior by the search engines. The anchor text should be short and descriptive which is relevant to the targeted page. Such use of anchor texts is called natural and best internal linking and can help in enhancing the page rank.

For example, you own online store of multiple brands of smartphones and you have a dedicated page for each smartphone. So that page can be linked in the following way.

<a href=”http://www.XSmartPhones.com”>Amazing X smart phone</a>

Here “Amazing X smartphone” is anchor text and “http://www.XSmartPhones.com” is the destination page where users can get more information about the X type of smartphones. 

Product categories

A logical categorization of products makes a site more users friendly. Under the main category, there should be subcategories and so on.

Title tag

The title tag has immense importance from both customer and search engine perspective. It is called by different names like meta title, SEO title and page title. The search maker would love to see the search results pages whose page title is closely related to his search query. If the customer is happy and satisfied with the page title then he would click on the page link and may turn into your buying customer. So the title tag has a direct impact on conversion rate and is much crucial especially for small and startup business.

The search engine uses this page title embedded in HTML code for crawling to know more about the website page. If the title tag is misleading and confusing the search engines may not understand the page and hence can impact the page rank.


According to Google guidelines, the length of the title should be within 70 characters even including the white spaces. So framing the right kind of text which is attractive, attention-grabbing and meets the requirement of page body is needed. This should include the main keywords which you are targeting in the page body to improve the rank.

The title should be unique for each page of your site. The duplicate titles may confuse the search engines while crawling. It should not include too many technical terms rather it should be human-friendly and easy to understand within a few seconds.  

Alt text

Use alt text for images, bots do not scan images so alt text is important and crawlers use them.