Getting Web Page Optimization RightCore on-page optimization strategies haven't fundamentally changed over the past decade. What HAS CHANGED is how the major search engines INTERPRET them and assign weight to particular web page elements. In an increasingly competitive internet, a Mac webmaster faces an avalanche of both esablished and emerging competition. On-page metrics are the one, fundamental element you can directly control - and the ultimate success and visibility of your website utterly depend on it being spot-on.
There's a disconcerting trend lately for both Google and Bing-Yahoo to REWRITE both page Titles and Descriptions if and when they see fit to better match the searcher's query. It's one clue you haven't tailored your page optimally - or to their liking.
As carefully as you may craft your Meta Descriptions - you may find the search engines will RE-WRITE or SUBSTITUTE these too if they feel it serves the searcher's query better. Traditionally, the Description has been a chance to 'Capture and Sell' your site with (ideally) a carefully crafted and keyword targeted sentence or two that helps entice the click.
Stay within character limit recommendations: ~55 characters for browser Title, ~150 for your Description to minimize the chance that Bing or Google will rewrite your intentions. Note: Google is using variable-width character kerning to ascertain whether your Title is too long (narrow I's vs wide W's) so the kind of letters and numbers your Title uses can affect how much space it actually takes up in SERP listings.
Google Page Optimization TipsAs Google shrinks the number of truly trusted Authority Sites it respects, and continues to punish low-quality backlinks, spot-on on-page optimization matters more than ever. Deep content with only few or even no backlinks and a light smattering of social signals can rank surprisingly well.
Heavy-handed keyword use and repetition doesn't work like it used to. You definitely need to target your primary keyword in the page Title, but elsewhere you're free (and encouraged) to really mix it up and use LSI - Latent Semantic Indexing variants and synonyms to reinforce the 'aboutness' of the content without spelling it out too literally.
Bing Page Optimization TipsBing has it's own decided quirks that are worth noting. Primarily, they still respect on-page language more than a site or page's backlink authority. The biggest challenge you'll face is that unlike Google, Bing is far less likely to index and rank every page of your site. using the SITE:mydomain.com command at Bing will tell you WHICH pages of your entire site are even worthy of being indexed - and as such - the primary pages you should target for improving your onpage elements first.
Title: Bing in general is far more literal about keyword usage - and not nearly as sophisticated as Google is. If you want to target 'Best Blue Widgets' then go for the jugular - the exact key-phrase should be towards the front of your Title for optimal weighting. Short, concise and simple works - complex multi-concept Titles tend not to.
Description: Bing seems more likely to subsitute your Description when it sees fit than Google. Of note, I've often had Bing MASH-UP a description by pulling content snippets from other parts of the page. These are often < H1 > or < H2 > header content and then grabbing and appending the first sentence in the openening paragraph of the body content for the Description. As such, a good tip is to ensure the very first opening sentence of your body is a call to action that reads as well as a Description might. "Shopping for the best-selling Blue Widgets? Review the following popular widget items in a wide range of colors" might be a good opener in the event Bing decides to override your Meta Description.
Header Tags: Bing webmaster guidelines - and the Page Analysis tool at Bing Webmaster Tools clearly states a preference for a web page to have only ONE H1 HEADER. Depending on your web authoring platform, this can be problematic as some site templates might implement more than one < H1 > tag. Many free on-page SEO optimizing analyzers have a section that itemizes Header usage and the number of occurrences.
Permalink / URL / Folder Construction: Bing clearly pays literal attention to URL formations. Well thought-out, succinct folder names and tidy permalink word usage is highly respected if kept short. For example this web page uses "macseoapps.com/optimize/on-page-optimization-tips.html" as its fairly simple folder / permalink content.