On Page Optimisation
This is the process of optimising your site to perform well for your chosen keywords. It is referred to as 'on page', because it deals with those factors that are immediately within our control, i.e. the code and content of the pages within your site.
The title tag is defined in the head section of a website as follows:
Search engines use a website's title as the name of the link to the page in the search engine results page. Your title should clearly define the purpose of the page and include a keyword related to the page.
The description tag is defined in the head section of a website as follows:
<meta name="description" content="Your description" />
Search engines will commonly use the contents of the description for the snippet that is included below the link to the page. You should ensure the description is appropriate to the purpose of the page and reads well to your potential customers, whilst also ensuring you include the primary keywords for the page (avoid keyword stuffing).
HTML code allows you to specify different levels of heading tags, i.e. H1, H2, H3 etc. You should ensure each page has one main heading tag (H1), and then sufficient lower level tags where appropriate, for example, if there are various sub-sections.
The aim of any optimisation process is to ensure that your chosen page ranks well in the search engines for your chosen keywords. The secret to this is to have a consistent approach to keywords, whilst maintaining a positive user experience.
You should ensure your primary keywords appear throughout the page - in your title, description, main heading, sub-heading and also periodically throughout the body of text on the page. At the same time ensure the content reads well and applies a good standard of English language and grammar. Avoid filling the page with keywords, as this will not only be recognised by the search engines, but is likely to put off any potential visitors when they arrive on the site.