1. Chapter 3: On-Site SEO

2. Chapter Objectives Identify the keywords that would be most worthwhile for a website to target in its search engine optimization efforts. Improve a webpage’s relevance for a target keyword by suggesting specific changes to the webpage. Improve a website’s likelihood of ranking for a set of keywords by suggesting changes that will improve the website’s quality signals to search engines. Identify possible technical issues that could be impeding a website’s rankings.

3. Keyword Usage URL Title Tag Header Tags Main Content Alt Text Anchor Text

4. Keyword Usage – Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

5. Keyword Usage – Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

6. Keyword Usage – Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text Jewelry & Watches | Overstock.com Shopping - Top Rated Jewelry & Watches

7. Keyword Usage – Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text Jewelry & Watches Store

8. Keyword Usage – Category Page Virtually no written content Keywords in tags URL Title Tag Header Tags Main Content Alt Text Anchor Text

9. Keyword Usage – Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

10. Keyword Usage – Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

11. Keyword Usage – Sub-Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

12. Keyword Usage – Sub-Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

13. Keyword Usage – Sub-Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

14. Keyword Usage – Sub-Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

15. Keyword Usage – Sub-Category Page Slightly more written content “Wedding Band”, “Bridal Ring Set”, “Diamond Ring” URL Title Tag Header Tags Main Content Alt Text Anchor Text

16. Keyword Usage – Sub-Category Page URL Title Tag Header Tags Main Content Alt Text Anchor Text <img src='http://ak1.ostkcdn.com/images/products/7900399/7900399/18k-14k-Gold-2-1-3ct-TDW-Diamond-Halo-http://ak1.ostkcdn.com/images/products/7900399/7900399/18k-14k-Gold-2-1-3ct-TDW-Diamond-Halo- Bridal-Ring-Set-F-G-SI1-SI2-P15280528.jpgBridal-Ring-Set-F-G-SI1-SI2-P15280528.jpg' alt="18k/14k Gold 2 1/3ct TDW Diamond Halo Bridal Ring Set (F-G, SI1-SI2)“>

17. Keyword Usage – Sub-Category Page <a class="pro-thumb" href='http://www.overstock.com/Jewelry-Watches/18k-14k-Gold-2-1-3ct-TDW-Diamond-http://www.overstock.com/Jewelry-Watches/18k-14k-Gold-2-1-3ct-TDW-Diamond- Halo-Bridal-Ring-Set-F-G-SI1-SI2/7900399/product.html?refccid=J57CBJMBGISLO7CEYSKYXIGAUE&searchidx=0Halo-Bridal-Ring-Set-F-G-SI1-SI2/7900399/product.html?refccid=J57CBJMBGISLO7CEYSKYXIGAUE&searchidx=0' title="18k/14k Gold 2 1/3ct TDW Diamond Halo Bridal Ring Set (F-G, SI1-SI2)"> URL Title Tag Header Tags Main Content Alt Text Anchor Text

18. Keyword Usage – Product Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

19. Keyword Usage – Product Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

20. Keyword Usage – Product Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

21. Keyword Usage – Product Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

22. Keyword Usage – Product Page No unnatural keyword insertion “diamond”, “engagement ring”, “wedding band” URL Title Tag Header Tags Main Content Alt Text Anchor Text

23. Keyword Usage – Product Page URL Title Tag Header Tags Main Content Alt Text Anchor Text

24. Keyword Usage – Product Page Supplementary articles useful for shoppers Potential to attract additional traffic URL Title Tag Header Tags Main Content Alt Text Anchor Text

25. Click-Through Rates from SERP Title Tag Meta Description URL

26. Overstock

27. Bounce Rate

30. Load Time Overstock pages are data intensive – Could cause slow loading – Technically up to date

31. Grammar and Spelling

32. Fresh Content New products available Sales and promotions Articles Reviews Q&A

33. Quantity Content

34. Original Content <link rel="canonical" href="http://www.overstock.com/Jewelry-Watches/18k-14k-Gold-2-1-3ct-TDW-Diamond-Halo-Bridal-Ring-http://www.overstock.com/Jewelry-Watches/18k-14k-Gold-2-1-3ct-TDW-Diamond-Halo-Bridal-Ring- Set-F-G-SI1-SI2/7900399/product.htmlSet-F-G-SI1-SI2/7900399/product.html" />

35. Ad Space Most online retailers have little incentive to show ads

36. Organizational Structure Home page For the home Furniture Bed & Bath WomenMen Jewelry & Watches Health & Beauty ElectronicsWorldstockMoreSale Home Decor Housewares Kitchen & Dining Garden & Patio Home Improvement Bath Shop By Room Featured Sales