On-page SEO is essential for search engine optimization (SEO) since it assists Google in determining the purpose of each piece of content on your website. The higher you rank in search, the better Google understands your content, which equals more organic visitors, conversions, and money. Even better, if done correctly, on-page SEO improves user experience.
In this step-by-step on-page SEO tutorial, I'll show you how to execute the most crucial page-specific optimization best practises and why they're so important to your overall SEO strategy.
How does on-page SEO work?
On-Page SEO is a term that refers to the optimization of a website's
The process of optimising web pages for specific keywords in order to boost search visibility and traffic is known as on-page SEO (or on-site SEO). It entails aligning keywords with page-specific elements such as title tags, headings, content, and internal links.
On-page SEO vs. technical SEO
On-page SEO and technical SEO are phrases that some SEOs use interchangeably. However, I prefer to keep them separate. Technical SEO, in my opinion, covers issues such as page and site speed, duplicate content, site structure, crawling, and indexing. To put it another way, technical optimization is concerned with your entire website, whereas on-page optimization is concerned with specific URLs.
There's also off-page SEO, which includes things like link building and brand mentions that occurs outside of your website.
Why is on-page SEO so crucial?
Google's search algorithm is continually changing. It conducted 800,000 trials in 2021 and modified its search algorithm 5,000 times.
Despite its continuous advancements, it isn't flawless. Google still requires assistance in deciphering fresh content. On-page search engine optimization (SEO) can help with this.
On-page SEO strategy isn't as difficult as some people make it out to be. The truth is that there are just a few ranking variables that you should be concerned about. Not simply over-optimizing material for bots, but generating an amazing user experience should be your first concern.
Let's take a look at some specific on-page SEO recommended practises with that in mind. You can also get our 41-point on-page SEO and copywriting checklist by clicking the button below!
Points to Remember
- Many distinct on-page factors are factored into Google's organic search algorithm.
- On-page SEO, when combined with high-quality content, is a winning combination for organic search results.
- On-page SEO encompasses a wide range of elements, including headers, title tags, structured data, image otimization, and more.
On-page SEO is aided by URLs.
Google has indicated that URLs assist them in better understanding the content of a page. So, how do you make your URLs more optimised?
- Include a keyword in the URL: Including your major keyword in the URL aids both search engines and visitors in comprehending the content of a page.
- Focus left: In the URL, place the term as far to the left as feasible.
- Use real words in your URL as much as possible, rather than the incomprehensible nonsense that certain content management systems churn out.
- Keep them brief and to the point: Your URL structure should ideally be short and simple to grasp for both search engines and visitors. The easier Google can figure out what kind of information is on the page, the better. In addition, Google frequently displays URLs in search results. A large string of random characters and numbers in a page URL does not assist users in understanding your page. They are more likely to click on the search result if they understand the purpose of your page.
- Between words, use hyphens: Hyphens make URLs easier to understand. Use the URL www.yourcompany.com/coffee-bean-grinders for a page on coffee bean grinders, for example.
- Avoid using session IDs in your URLs if at all feasible, as they can result in an avalanche of URLs for the same page. Instead, Google recommends that you use first-party cookies.
Meta descriptions and title tags
Page titles, in particular, are one of the most important on-page SEO factors. Every page has a title tag, which shows as a headline in search results. On search results, the meta description is a brief overview of the page that shows beneath the title. Both are critical in assisting search engines and users in comprehending the goal of a page.
While meta descriptions are not a direct on-page SEO ranking factor, the title tag is.
The title and meta description of an item in the search results have a big impact on whether or not someone clicks on it. When both the title and meta description are improved, the Click-Through Rate (CTR) rises, indicating that you will receive more traffic.
Unfortunately, in August 2021, Google changed the way it handles title tags. Following the update, Google may rewrite page names depending on other on-page data, such as headers and inbound link anchor text. Although this change has no bearing on rankings, it can have a significant influence on CTR if the new title isn't up to par.
In fact, CTR at Wordstream has dropped by 37%. To see how they fixed it, go to their article here.
Metatag SEO (on-page SEO)
Examining your title and meta description should be the first step in your on-page SEO study. take the following steps:
- Your primary keyword should be near the start of the title.
- To avoid being cut off in search results, keep the title to 55 or 60 characters. If your meta tags are too long, WordPress plugins like Yoast can tell you.
- In your title tags, don't use all caps.
- To avoid Google thinking you have duplicate pages, give each page a unique title.
- Create titles that are clear and enticing so that users will want to click on them.
- In your meta description, provide your primary keyword. When someone types the keyword into Google, it will be bolded in the search results.
- The meta description should be no more than 155 characters long.
- Make sure that your meta description appropriately defines the page. Treat it as if it were an advertisement, and wordsmith it to entice people to click.
Data that is organised (schema)
Structured data, also known as schema, aids Google's understanding of your content and should be included in your on-page SEO assessment. Assume you have a product page with information such as prices, availability, and ratings. Google won't be able to grasp that information unless you structure it in a precise way in HTML.
Structured Data Types
Structured data is a type of on-page SEO code that helps Google interpret the content on your website. For a wide range of topics, there are specific structured data formats, including:
- Books Articles
- Movies
- Courses \sRatings \sEvents
- Information about local businesses
- Ratings in the form of stars
- Recipes
- Job openings
Structured data is frequently displayed as a "rich snippet" in Google's search results. A rich snippet enhances the likelihood that someone will click on your result.
Tools for Structured Data
Semrush and Ahrefs, for example, use a study of the search engine results pages to uncover the SERP features displayed for a target phrase. This will assist you figure out what kinds of data you'll need to implement in order for those features to appear. Here's a quick rundown of several more Ahrefs alternatives that might be useful.
The Structured Data Markup Helper from Google is the simplest approach to implement structured data. Google will walk you through the process of adding structured data if you enter the URL of a page. The structured data can then be tested using Google's Structured Data Testing Tool. You can also refer to Bing's guidance to adding structured data to your website.
You simply transfer the new content to your own site once you're finished.
DeepCrawl and Screaming Frog are two website crawlers that may disclose structured data on a website. The tools are also handy for diagnosing faults if you're crawling your own site. This is an excellent approach to examine everything your opponent is employing if you're crawling their site.
Headers help with on-page SEO.
Multiple header tags (H1 tag, H2, H3, etc.) on your pages aid SEO in a number of ways. It makes it lot easier for users to read your content, for starters. When visitors come upon a website with a wall of content, they are considerably less likely to want to read it and will frequently abandon the page. Multiple headers make it easier for consumers to understand the information, which improves the overall user experience (an important factor for Google).
Second, subheadings aid Google's understanding of a page's contents. Use your primary term in at least one or two H2 headers when creating headers. Include the primary keyword in the H3 or other headers if it makes sense in the context. Long-tail keywords should also be used in some headers to give Google more information about the overall topic.
SEO copywriting is a type of writing that is used to promote a product or service
Your on-page SEO efforts can be boosted by copywriting. Users will be more engaged if you invest in outstanding content for your landing pages. It's worth noting that SEO copywriting best practises are beneficial to people as well as search engines. They also help you market your content to users.
The finest bloggers are SEO copywriting specialists, and they employ the following strategies:
- Make your introductions succinct and appealing. Clearly state both the problem and the solution.
- Long sentences and paragraphs should be avoided. However, don't completely eliminate paragraphs or your material may become disjointed.
- Subheadings should be used to break up parts that are longer than 300 words.
- Throughout the page copy, naturally incorporate the goal SEO term.
- Align material with the aim of the search.
- Always remember to write for your audience.
- To keep users moving down the page, use "bucket brigades." Bucket brigades are conversational phrases that add value to your writing. Consider phrases such as "here's the problem...," "no surprise...," "but that's just part of the narrative...," and "as it turns out."
- To catch readers' interest, incorporate stories and emotion.
Early on, use the target keyword.
In general, you should strive to use your target keyword inside the first 100 words of your article. This tells Google that it's the main topic of your website, as well as users, that they've arrived at the appropriate location.
Consider how individuals use the internet to find information. They click on a search result, check the page fast, and then leave if the content isn't relevant. Users are less likely to bounce if you write intriguing intros that include your goal term.
Is keyword density beneficial to on-page SEO?
The frequency with which you employ a given keyword on a web page is referred to as keyword density. Your keyword density is 5% if there are 100 words on a page and you employ your target term five times.
While keyword density is not a hard and fast rule in on-page SEO, make sure your target keywords occur naturally throughout your piece. You should strive for a keyword density that corresponds to the top-ranking content for that search term.
Include synonyms, long-tail keywords, and related terms in addition to your primary keyword to help your page rank. These aren't the same as LSI keywords, which Google claims they don't employ. Instead, they're simply terms linked to your issue that aid in the development of context.
Search-intent-satisfying content
Google wants to provide consumers with high-quality content that answers their questions. In other words, it thoroughly and effectively solves a searcher's problem.
There are four types of search intent at a high level:
- Informational: People want to know what's going on.
- People are looking for a specific page through navigation.
- Commercial: Before buying something, people conduct research.
- People who are actively looking to buy something are said to be transactional.
Looking at the first page of results for a query is a straightforward approach to figure out the intent behind a keyword. Informational search purpose is indicated by titles that include words like how, ways, or approaches. Words like greatest and top, on the other hand, reveal a commercial motive.
After that, you must create content that fulfils the goal.
If the purpose is to offer information, include as much relevant stuff as possible. Cover the subject thoroughly, respond to typical queries, and assist the user in understanding the problem.
Provide searchers with the information they need to make an informed purchasing decision if the aim is commercial. This could include things like customer reviews, pricing, comparisons, images, FAQs, and so forth.
If the intent is transactional, ensure that your pages are structured data optimised so that products appear in the Google Shopping carousel. In addition, you may want to highlight key selling features in your page title, such as discounts, product quality, or a large selection, among other things.
Create content that is easy to read.
Despite the fact that readability isn't a direct ranking criteria, it should still be considered as part of your on-page SEO strategy. This is because understandable material is easier to comprehend for both Google and users, which is beneficial to your SEO.
If your text is difficult to understand, you may experience a high bounce rate, resulting in lower conversions, revenue, and ROI.
To make your text more legible, do the following:
- Make the page easy to skim. Dividing your content into easily digestible parts is a good idea.
- Make use of several headers and subheadings.
- To avoid enormous walls of text, make liberal use of paragraph breaks.
- Lists should be broken down into bullet points.
- Include supporting photos and other graphics in your presentation.
- Make use of simple, actionable sentences.
Remember that the majority of people will view your website material on mobile devices, so make sure it's responsive, readable, and skimable.
Internal hyperlinks
Internal linking is vital for on-page SEO since it aids Google in deciphering the relationship between your site's pages. An extensive internal linking system strengthens context, relevance, and the breadth of your topic coverage.
Internal links are equally beneficial to the user. They make it easier for users to find more of your information, such as further blog pieces or a useful case study. Internal linking is also a wonderful approach to lower your bounce rate while also improving other Google Analytics metrics like conversion rate and average session time.
Internal links to — and from — other relevant pages on your site should be included in on-page SEO. Linking out from authoritative pages like your homepage is very vital.
Internal links should have concise, descriptive, keyword-focused anchor text. It's also vital to link to other sites that address the issue from the most relevant areas of your article.
As a side note, avoid linking to other websites with keywords you want to rank for.
Internal links, unlike backlinks, do not increase the authority of your website because they can be added by you. Instead, they distribute the authority and relevance of your backlinks throughout your site. With this in mind, if your domain already has a lot of authority, internal linking can help you climb the rankings ladder.
Links to other websites
External links aren't a direct ranking factor, therefore linking to reputable websites won't help you improve your on-page SEO. Citing your sources with links, on the other hand, establishes confidence, which is crucial for users. When citing someone or referring a statistic, it's recommended practise to include external links whenever possible.
However, don't use anchor text that includes keywords you wish to rank for when adding external links.
Optimization of images
For SEO purposes, images must also be optimised. Begin by giving them file names that are descriptive and separated by hyphens. Next, reduce the file size to ensure that it loads quickly while retaining image quality. Your page load speed will be harmed if your site has images that are constantly over 400kb, for example, and this will impair your potential to rank high in Google.
Image optimization is simple with tools like TinyPNG, ImageOptim, or WP Smush.
Finally, incorporate content in the image alt tags, with the appropriate keyword sprinkled throughout. The alt text aids in the understanding of the image by search engines.
On-page SEO elements
Let's go over the most important on-page SEO methods to remember:
- Use page URLs that are brief and descriptive.
- Title tags should be optimised.
- Create engaging meta descriptions.
- Implement data that is structured.
- Headers should be optimised.
- Best practises for SEO copywriting should be implemented.
- Within the first 100 words, use the target term.
- Maintain a healthy keyword density.
- Create material that meets the user's needs.
- Create readable content and include both internal and external links.
- Images should be optimized for Google.
Keep in mind that on-page SEO is crucial. With these aspects in mind, you'll be well on your path to greater organic search engine results! Do you want to delve even further? Take a look at our comprehensive SEO checklist.
Frequently Asked Questions about On-Page SEO
What is on-page SEO, and how does it work?
The process of optimizing web pages for specific keywords in order to boost search visibility and traffic is known as on-page SEO (or on-site SEO). It entails aligning keywords with page-specific components such as title tags, headings, content, and internal links.
Is there a difference between on-page SEO and technical SEO?
On-page SEO focuses on optimizing individual pages, whereas technical SEO addresses concerns such as crawlability, overall site speed, information architecture, and sitewide internal linking.