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Imagine you have a fantastic shop, but it’s hidden in a place where no one can find it. That’s a bit like having a website not optimized for search engines.
On-page SEO is the key to changing that and ensuring your website is the main attraction on the internet.
Whether you’re a seasoned marketer or just a beginner, this post is designed to provide you with a solid understanding of on-page SEO techniques and how they can benefit your website.
By the end of this guide, you’ll have all the knowledge you need to optimize your web pages effectively and improve your search engine rankings.
So, without any further ado, let’s get started.
1 What is On-Page SEO?
On-page SEO, also known as on-site SEO, is like the star quality that makes your website shine on the internet stage. 🌟
It’s about making your site both search engine and user-friendly.
On-page SEO includes all the techniques applied directly to a webpage to secure a prominent place on a Search Engine Results Page (SERP). However, it’s not just about achieving a high ranking; it’s about doing so effectively.
This is achieved through a strategic blend of content and technical elements to elevate a page’s overall quality. In other words, the more you fine-tune your on-page SEO, the more traffic you’ll attract to your website, and the better that traffic will align with your content.
Optimizing a webpage with on-page SEO involves numerous aspects, which we’ll discuss shortly. These optimizations serve to enhance your page’s ranking and include:
- Improving content quality to engage and inform visitors effectively.
- Fine-tuning technical on-page elements that make your webpage more accessible and appealing to search engines and users.
In a nutshell, on-page SEO involves fine-tuning your website’s visible and behind-the-scenes parts to enhance its search engine ranking and attract fresh traffic.
2 Importance of On-Page SEO
On-page SEO helps search engines like Google find your website easily. Like signs help people find the exact way, on-page SEO helps search engines find your website.
Users who search for their queries online usually click on the first few results. A study by Sistrix found that the first organic result in Google Search enjoys an impressive average click-through rate of 28.5%. In comparison, the second and third positions receive a substantial 15% and 11% click-through rate, respectively.
On-page SEO helps your website reach the top, meaning more users will visit your site.
3 How to Perform On-Page SEO
Now that you’ve understood on-page SEO, it’s important to understand that it’s not just about getting users to your site; it’s about keeping them there.
So, let’s discuss how you can perform on-page SEO and reach the top of the search engines.
Keyword research is a foundational practice in the world of Search Engine Optimization (SEO). It involves identifying and analyzing the specific words and phrases users use when searching online.
While performing keyword research, it’s important to consider the intent behind each keyword.
Are users looking for information, products, or local services?
Tailor your content to match the user’s intent. For instance, “How to groom a poodle” is informational, while “Buy a poodle grooming kit” is transactional.
Start by brainstorming potential keywords relevant to your website, products, or services. These can be single words (short-tail keywords) or longer phrases (long-tail keywords).
Short-tail keywords are brief and usually consist of one or two words. They’re often broad and cover general topics. For example, “shoes” or “travel.”
Long-tail keywords are more extended phrases, specific, and provide more context. For instance, “running shoes for flat feet” or “best budget-friendly travel destinations in Italy.”
Suppose you have a website selling running shoes. Using a short-tail keyword like “shoes” may attract a vast audience, but not necessarily the right one. On the other hand, optimizing for the long-tail keyword “best running shoes for flat feet” will likely bring in users seeking exactly what you offer, leading to higher conversion rates.
Evaluate the competitiveness of keywords. Highly competitive keywords are harder to rank for, especially for new websites. Focus on a mix of less competitive and moderately competitive keywords. For instance, “Pet supplies online” is highly competitive, but “organic dog food brands” have moderate competition.
Use keyword research tools and platforms like Google Keyword Planner, Ahrefs, or SEMrush to expand your list of potential keywords. These tools provide data on keyword search volume, competition, and related terms.
Rank Math makes it extremely simple to perform keyword research. Rank Math’s integration with the Google Trends tool (available in Rank Math PRO) allows you to examine keyword search trends and make comparisons.
You can also gain valuable insights into your competitor’s SEO strategies using Rank Math’s SEO Analyzer.
Finally, create high-quality, informative, engaging content around your chosen keywords. This content should answer user queries, solve problems, or provide valuable information.
You can further refer to our video, which will help you perform keyword research with actionable steps.
Quick Actionable Tips for Keyword Research:
- Understand User Intent: Start by comprehending the intent behind the keywords – whether users are seeking information, products, or local services.
- Prioritize Long-Tail Keywords: Focus on long-tail keywords, which are more specific and often have lower competition, offering a better chance to rank.
- Competitor Analysis: Analyze your competitors’ keyword strategies to identify gaps, opportunities, and emerging trends.
- Utilize Keyword Research Tools: Use keyword research tools to discover valuable keywords and gather data on search volume and competition.
- Regularly Update and Refine: Keyword research is an ongoing process. Continually monitor and update your strategy based on performance and evolving trends in your industry.
3.2 Content Quality
To rank well in search results and engage your audience, your content must be of high quality and provide value. This means it should be informative, well-written, and relevant to your target audience.
Google’s content policies prioritize creating people-first content to ensure a positive user experience and uphold the integrity of the search results.
To optimize your content, you need to strategically place these keywords throughout your text, including in titles, headings, and the body of your content.
For instance, if you’re writing a blog post about camping gear, you can naturally incorporate relevant keywords like “best camping tents” or “camping equipment reviews” within the content.
But note keyword stuffing is discouraged and can negatively impact content quality.
Search engines favor original content. Duplicate or copied content can lead to lower rankings. Hence, your content should be unique and distinctive.
When it comes to duplicate content, Google’s @JohnMu has a great one liner "I'd focus on the value that you're adding, not on the content you're copying." pic.twitter.com/riPB4M68HD
— Barry Schwartz (@rustybrick) May 6, 2022
Quick Actionable Tips for Content Quality:
- Thorough Research: Conduct in-depth research on your topic to ensure the accuracy and reliability of your content.
- Engaging Writing: Create engaging, well-structured, and easy-to-read content.
- Quality Over Quantity: Prioritize quality over word count. Focus on delivering value and answering your audience’s questions effectively.
- Avoid Keyword Stuffing: Do not stuff keywords unnecessarily in your content.
Title and heading tags are essential elements in on-page SEO, helping structure and optimize your web content for search engines and users.
Search engines give title tags significant importance and are typically displayed as clickable links in search results. Therefore, including your target keyword in the title tag is crucial for better search visibility.
Title tags often serve as your audiences’ first interaction with your brand in search results. Hence, creating compelling and consistent title tags contributes to brand recognition and trust.
Clear and relevant title tags enhance the user experience by previewing the page’s content. Your audience is more likely to click on a result with a title that aligns with their search intent.
The H1 tag defines a web page’s primary title. They serve as the headline that gives users and search engines a clear idea of the page’s topic.
For instance, if your web page is about “10 Tips for Healthy Eating,” the title tag (H1) should be something like: <h1>10 Tips for Healthy Eating</h1>
Heading tags (H2, H3, and so on) are used to structure the content on your page. They break down the main topics into subtopics, making your content more organized and scannable for readers.
In the “10 Tips for Healthy Eating” article, you might use H2 tags for each tip:
<h2>Tip 1: Start with a Balanced Breakfast</h2>,
<h2>Tip 2: Include a Variety of Fruits and Vegetables</h2>, and so on.
To identify pages lacking H1 tags, conduct a site audit using Rank Math’s SEO Analyzer. Alternatively, if you don’t have Rank Math installed on your website, you can access Rank Math’s SEO Analyzer here.
Quick Actionable Tips for Title Tags and Heading Tags:
- Use Descriptive Titles: Craft titles that convey the main topic or purpose of the page, making it easy for both audience and search engines to understand.
- Incorporate Keywords: Include relevant keywords naturally in your titles and headings to improve SEO and match user search intent.
- Hierarchy Matters: Use a hierarchical structure for headings (H1, H2, H3, etc.) to organize content logically and improve readability.
- Avoid Duplicating Titles: Each page should have a unique title to prevent confusion and improve search engine indexing.
Meta descriptions are concise snippets of text that provide a brief summary of a web page’s content. They appear in search engine results and are crucial in attracting clicks and engaging users.
Google recommends that you fill in your meta descriptions and not leave them blank.
Keep your meta description under 160 characters to ensure it displays completely on search results. Be clear and concise in describing the content of your page.
Integrate relevant keywords into your meta description, especially the primary keyword for the page. Rank Math checks whether you’ve included the focus keyword in your meta description. If not, you’ll see the “Add Focus Keyword to your SEO Meta Description” error.
You must also convey the value users will gain by visiting your page. Address their needs or problems, and suggest that your page provides the answers or solutions they seek.
You can use our SEO Description tool to create compelling meta descriptions automatically. You can refer to our article on how to add SEO Meta Titles, Descriptions, and Focus Keywords in Rank Math.
Quick Actionable Tips for Compelling Meta Descriptions:
- Be Concise and Relevant: Craft concise meta descriptions under 160 characters that directly relate to the content on the page and entice the audience to click.
- Include a Call to Action (CTA): Encourage your audience to take a specific action by including a persuasive CTA in your meta description, such as “Learn more,” “Discover,” or “Get started.”
- Incorporate Target Keywords: Include relevant target keywords naturally in your meta description.
Optimizing your URLs is a crucial aspect of on-page SEO, contributing to improved search engine rankings and a better user experience.
Google recommends incorporating relevant words within your page URLs, and a straightforward approach is to include your target keyword in the URL slug.
URLs should be clear, concise, and descriptive of the page’s content. Avoid long URLs that are difficult to read or understand. For instance, instead of "www.example.com/category/page1234?var=132&ref=456," use "www.example.com/healthy-smoothie-recipes."
Incorporate relevant keywords into your URLs, especially the primary keyword for the page. This helps search engines understand the page’s content and can improve search rankings.
Like meta descriptions, Rank Math also checks the availability of the primary focus keyword in your URL.
If the focus keyword is present in the URL, Rank Math will show a green checkmark, indicating that it’s well-optimized. If the keyword is missing from the URL, it will display a red “X,” suggesting that you should consider editing the URL to include the keyword.
By using Rank Math’s test for focus keyword availability in the URL, you can improve your on-page SEO and increase the chances of your content ranking higher in search engine results for the chosen keyword. It’s a valuable tool for optimizing your WordPress content for better search visibility.
Quick Actionable Tips for Optimizing URLs:
- Keep URLs Descriptive: Craft URLs that clearly reflect the content and topic of the page, making it easy for both users and search engines to understand.
- Incorporate Relevant Keywords: Include relevant keywords in the URL to enhance search engine optimization. Place them near the beginning for better visibility.
- Avoid Special Characters: Use hyphens (-) to separate words in URLs, avoiding special characters, underscores, or spaces for readability and SEO-friendliness.
- Short and Simple: Create short and straightforward URLs that are easy to remember and share.
Image optimization is a vital on-page SEO practice that involves two key elements: alt text for images and managing image file sizes and formats.
Some of John's Image Search recommendations:*provide context, add value*optimize placement, add captions*add html text, not text in images*use alt attributes*use high-quality images*create high-quality sites*be mobile-friendly*use stable & descriptive urls
*check speed https://t.co/6MlAJ2whpQ