Also known as “on-site SEO”, On-page SEO is the practice of optimizing web page content that is on your page/site for search engines and users.
All this is in the effort that your page can rank higher in the search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals.
It is no longer about bombarding those keywords all over your content hoping for Google crawlers to pick them up and rank you high up. Google is smarter than that, you need to look through synonyms and related words.
On-Page SEO Ranking Factors
Content is a key aspect in on-page SEO and it is arguably the first thing you are going to cater to. It was a user comes to your site to see. From an SEO perspective, all good content has two attributes. Good content must supply a demand and must be linkable.
Everything in today’s world responds to the aspects of supply and demand and the best content, you’ll agree, is that which caters to the largest demand. It might be a video, an image, a sound, or text, but it must supply a demand to be considered good content.
It is as simple as – If people can’t link to it, search engines will be very unlikely to rank it. As a result, the content won’t drive traffic to the given website. Unfortunately, this happens a lot more often than one might think.
Content that doesn’t supply a demand or is not linkable is bad in the eyes of the search engines—and most likely some people, too.
2. Title Tag
A title tag is an HTML element that specifies the title of a web page. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result and are important for usability, SEO, and social sharing. The title tag of a web page is meant to be an accurate and concise description of a page’s content.
You may want a long one but Google typically displays the first 50–60 characters of a title tag. If you keep your titles under 60 characters, research suggests that you can expect about 90% of your titles to display properly.
Title tags help search engines understand what your page or content is about, on top of being the first impression many people have of your page.
Below are 5 tips to practice for on-page SEO:
1. Page Speed
Your site loading first does not only keep viewers on but the Google crawlers too.
Google cares about page load time (and has for a very long time). From the Webmasters Central Blog:
“At Google, we’re striving to make the whole web fast. As part of that effort, we’re launching a new web-based tool in Google Labs, Page Speed Online, which analyzes the performance of web pages and gives specific suggestions for making them faster. Page Speed Online is available from any browser, at any time. This allows website owners to get immediate access to Page Speed performance suggestions so they can make their pages faster.”
Speed matters, in every aspect of life. According to research, a delay of a single second in page response time can yield a 7% reduction in conversions.
Slow sites in loading are a huge negative effect on your on-page SEO.
So, what could be slowing down your site?
- It usually is the images. Large images are the biggest culprit of slow loading web pages.
- Hosting can cause issues.
- Plugins, apps, and widgets, basically any third-party script as well can slow download time.
- Your theme and any large files beyond that can slow things down as well.
- Redirects, the number of hops needed to get to a web page will slow things down.
Improve your Page Speed – Improve Your On-Page SEO
Enable caching & use a content delivery network (CDN)
Caching is so, so important. Do your research and make sure that it’s set up properly. Same with CDNs, so valuable in speeding up a site, but you want to make sure that your CDN is set up properly.
The easiest and probably quickest way for you to speed up your site today is just to compress those images. It’s such an easy thing to do. There are all sorts of free tools available for you to compress them. Optimizilla is one. You can even use free tools on your computer, Save for Web, and compress properly.
You can also minify resources. So it’s really good to be aware of what minification, bundling, and compression do so you can have some of these more technical conversations with developers or with anyone else working on the site.
2. Meta tags are key for On-Page SEO
Meta tags provide information “metadata” about the webpage in the HTML of the document.
Search engines such as Google use metadata from meta tags to understand additional information about the webpage. They can use this information for ranking purposes, to display snippets in search results, and sometimes they can ignore meta tags.
The Most Important Meta Tags For On-Page SEO
We’ll personally focus on the 8 major Meta tags which can improve the optimization of your startup business or running website.
1. Title tag – It contains information that’s very important to SEO. You should always have a unique title tag on every page that describes the page.
2. Meta description – It helps to describe the page to searchers as they read through the SERPs. Keep it within 160 characters, and write it to catch the user’s attention.
3. Robots meta tag – In terms of indexing and link following, if you don’t specify a meta robots tag, they read that as an index, follow. It’s only if you want to change one of those two commands that you need to add meta robots. Therefore, if you want to index but follow the links on the page, you would add the following tag with only the index, as the follow is implied. Only change what you want to be different from the norm.
4. Social Media Meta Tags (Open Graph and Twitter Cards) – You need to keep sharing your content to the different sites.
3. Search Driving Content
As simply as Neil Patel puts it, Content is the backbone of a thriving business and on-page SEO is the backbone of content marketing.
You have to publish the kind of content that will drive traffic and grow your business.
Search engine optimization (SEO) and content marketing go hand-in-hand.
However, an SEO content marketing strategy can help take your brand’s marketing to the next level.
If you want to get the best results out of your digital marketing campaigns, you must develop an integrated marketing strategy to encompass SEO. This means that you’ll need to get content marketing and SEO working together to help one another. Developing an SEO content marketing strategy is the best way to make sure the two are working hand-in-hand.
Great content will go a long way in improving your content, and in a wonderful twist, great use of SEO will help you find a readership for your content.
The channels that can play a part in your content marketing strategy include:
- Blog posts: Publishing articles on your blog helps you demonstrate your industry expertise and generates organic search traffic for your business. This ultimately gives you more opportunities to convert website visitors into leads for your sales team.
- Ebooks and whitepapers: Ebooks, whitepapers, and similar long-form content help further educate website visitors. It also allows you to exchange content for a reader’s contact information, generating leads for your company, and moving people through the buyer’s journey.
- Infographics: Sometimes, readers want you to show, not tell. Infographics are a form of visual content that helps website visitors visualize a concept you want to help them learn.
SEO Content Marketing Strategy
- Research on Your Target Market – For anything, you need to determine the appropriate audience. Go ahead and create buyer personas with demographic information like age, gender, and location. However, they also include other important information like your buyer’s interests and buying behaviors. All of this information will help you create better content over time
- Keyword Research – There are specific words and phrases that clients searching for information/services/products in your industry are using. You need to be in the know of such words and tailor your content about these. Google’s algorithm is more developed than just generic keywords but go ahead and use them, plus any synonyms.
- Content Is Key – By now, you are tired of this song. But remember to write good quality content, write for your audience and use relevant examples, and never forget to UPDATE YOUR CONTENT BECAUSE TIMES DO CHANGE.
4. Optimize For Mobile
63% of Google searches come from mobile devices, and that number is bound to grow with time. Owing to that, Google announced a ranking boost for mobile-friendly websites in its mobile search results – going ahead to adopt mobile-first indexing in 2018.
People are most likely to avoid anything on your site if they can’t access it easily over their mobile devices. Because of hardware and connectivity issues, page speed is even more important for mobile users than desktop users.
Did You Know – There are at least 30 billion more searches performed on mobile devices than on desktop.
Ideally, your site should:
- Load resources across all devices
- Not hide content on mobile versions of your site
- Load quickly as mobile users expect
- Have working internal links and redirects
- Boast a UX that’s optimized for any device that your visitors use
Search Engine Optimization is not a done deal. Google and other search engine keep revising and editing their algorithms. This means that you will have to keep adopting new tools for things like on-page SEO to stay ahead of your competition. Implement these guides in your new on-page SEO strategy and tell us how it goes in the comment section.