The first goal in digital marketing is to get discovered.
If your website is not found, then nothing else matters.
A key question therefore is how to get discovered?
Let’s take the example of the property market.
In cyberspace with hundreds of thousands of property listings, a “property for
sale” webpage can easily get lost. It gets discovered when a prospect enters a search query that
matches the property’s keywords, resulting in the retrieval of the webpage on the search engine
results page, and the prospect clicks on the page link to land on the property page.
Often referred to as the Zero Moment of Truth (ZMOT), this is the key to getting
discovered online. It is what search engine optimization is all about.
On-page optimization relates to the choice of keywords, placing of keywords, keyword
density, the regulation of crawlers, site performance, mobile usability and, importantly, content
creation. Technical aspects such as site structure, page load speed, and the rate at which search
engines can index site, are also important on-page factors for search engine optimization.
On-page optimization is covered in detail in the following pages:
