On a broad perspective, there are two categories of optimization practices that a website owner can do for the sake of SEO. These include on-page and off-page search engine optimization. The former is done mainly on the website, its pages, and its inner parts while the latter is completed with the help of other sites.
On-page optimization is easier to do. With the aid of basic coding knowledge and some free online website building tools, anybody can do it. Some newbies even see on-page optimization as just a smart way to create their websites.
Search engine optimization through this method can bring in a lot of traffic to a website. However, an individual doing it has the tendency to overdo things and even step into the “black hat zone” unknowingly. Yes, there are on-page practices that can harm the SEO effectiveness of a website. These include but are not limited to the following:
- Improper use of keywords – Keywords are considered as the life sources of a website. Search engines such as Google, Yahoo and Bing use these to create SERPs (search engine results pages) when users submit their queries. Use of keywords that do not match the site’s content or niche is tagged as a black hat practice. The same thing can be said for keyword count, which exceeds the allowed density. Under the ethical search engine optimization standards, keyword density of a website must be within the range of 2% to 8%
- Use of cloaking technique – There are many definitions of cloaking that have surfaced on the internet for the past few years. However, the most straightforward one is this: “The process of tricking search engines and users to crawl or click on irrelevant content”. For those who are designing their websites through the DIY method, it is tempting to use this technique. When one is aware of what high ranking keywords, content or materials are, the urge to put it in the pages of the site will be strong. This is, of course, if the website owner is really in dire need of traffic or rank.
- Overdoing the aesthetics on the website – This is a common mistake done by newbies. They are led to believe that users will receive optimum browsing experiences, if they will be awed by stunning graphics, colors, and animations on the page. By overdoing the design of the website, one thing is compromised: loading speed. A website can lose as much as half of its potential visitors if they are made to wait a long time for pages to load up. The usual solution for this is to design a site optimized for both mobile and PC users. This way, graphics and loading speed are balanced.
There is nothing wrong on doing on-page optimization the DIY way. However, it is good to steer clear of practices that can harm the SEO of a website in the future.