If you’ve landed on this page, you likely have a basic understanding of search engine optimization (SEO). Yet, due to the complex nature of the subject, there are many different functions and subsections to consider – including on-page SEO.
So, what is on-page SEO? In simple terms, this is a strategy where you take web page content, use various techniques to optimize it, and ensure it’s more attractive for both search engines and users.
As for the ‘various techniques’ part of the process, there are several important on-page SEO factors to consider if you want to convince Google your website is worthy of a high page ranking. These factors include optimized content, internal linking, and effective URL structure – more on these (and other points) later.
Note: before we move on with the rest of this guide, it’s important to realize on-page SEO is an entirely different beast to off-page SEO. The latter uses optimization methods via external platforms, such as guest post blogging, social media posts, backlinks, and so on.
Why is on-page SEO so essential?
Reaching the first page of Google search results is the ultimate aim for many websites. This is the gateway to receiving a massive amount of organic traffic and attracting new targeted customers. Well, for this to happen, your on-page SEO needs to be on-point and optimized for the right search terms.
However, it’s not simply a case of stuffing relevant keywords into the content on your website. Yes, this plays a key role in the process – but you should only see it as the foundation for success. As the next part of this guide reveals, there’s a lot more to on-page SEO than simply keywords.
What elements of on-page SEO are the most important?
You know about the keywords. Yet, what does on-page SEO include alongside targeted search terms? Sadly the answer isn’t what you are hoping to see. This is because many different elements make up on-page SEO. Oh, and to compound the complexity, Google often changes the SEO rules and which tactics are the best to use. There’s a reason why managed SEO campaigns overseen by marketing agencies are a popular choice for many businesses!
Going back to the topic, here are the main points to consider for on-page SEO:
Content optimization
The most important element is, of course, the page content on your website. This content, whether it is a detailed blog post or product description, is the reason why people visit your site. Quality content is also appreciated by the likes of Google, and your pages are ranked accordingly.
When optimizing your content, take into account these pointers:
- Go big. The more valuable content you produce on a page, the more it’s going to be appreciated by Google. If you can create pages with at least 1,000 words, this will help you target more keywords, retain users, and stand out from the competition.
- Avoid fluff. With the previous point in mind, you might feel you can only reach a high word count by fluffing it up with irrelevant content. Never go with this tactic as your website will only be penalized by Google.
- Include keywords naturally. Always avoid having your keywords stick out like a sore thumb. Unnatural keyword placement is not only punished by Google, but it also harms the reading experience for users.
- Break it up. As this bullet point list helps demonstrate, always try and break up walls of text with eye-catching aspects. This can also include videos, images, sub-headers, highlighted text, etc. These help to keep users engaged and remain on your page – a vital component for maximizing your Google page rank.
Title tag
When a search engine lists your page in their results, they use the title tag as the headline. This means when people come across your page via Google, the title tag is the main enticement to get them to visit your website.
When creating an effective title tag, ensure it is built around your target keyword. Also, try and keep it short and snappy if possible, and use distinctive hooks to grab attention.
Meta description
In those search results, the title tag is joined by the meta description. The meta description is the ideal place to expand on the title and include further details that a potential visitor wants to see. If you include suitable keywords and aim for a maximum of 155 characters, the description will also appeal to search engines.
Internal links
Link building is a crucial part of any successful online marketing campaign. While the focus will often be on creating inbound links, you also need to implement internal links.
These internal links are implemented on a page to point to other pages on your site. Now, this might not seem like it’ll do much in the grand SEO scheme, but it helps Google identify your site pages and build authority.
Image optimization
Eye-catching and visually impressive images are great to include on your pages. They help to keep people on your website, after all. Yet the image’s visual quality isn’t an element considered by search engines.
This is why you need to optimize your images. The main way of doing this is by altering the image filename. Say you have a generic filename like:
Pic1.jpg
It’s not very exciting, right? Well, Google certainly thinks that way. To appeal to them, change the file name, so it incorporates a relevant keyword. If it’s an image on an SEO tips page, for example, it could take this form:
SEO-tips-and-tricks.jpg
Furthermore, the alt text for the image can be used to add further details.
URL structure
Refining the general URL structure for your pages is a big help with on-page SEO. Say your website has a generic URL like this:
MarketingSite.com/fjsjos-3939sks
That URL isn’t a help for anyone – especially Google, who is crawling for details about your site. Instead, you want to alter the URL to feature your main keyword and make it easy for search engines to understand. For instance:
MarketingSite.com/on-page-SEO-guide
However, the job isn’t finished. The category hierarchy also needs to fall in line with the URL. Here’s how this works:
MarketingSite.com/online-marketing/on-page-SEO-guide
When you have the right hierarchy and URLs in place, Google will have a greater chance of deciphering what a page is about – essential for scoring that high page rank for your website.
