On-Page SEO is a cornerstone of building a successful website. It involves fine-tuning each individual page to climb the search results and attract more visitor traffic. By modifying various components of the page, website owners, SEO experts and digital marketing strategists can enhance the user's experience while improving the site's ranking and visibility in Google searches.
What is On Page SEO?
On Page SEO involves optimising both the content and the HTML code of a page, which includes text, images, meta tags, URL structure and so on. By making pages more search engine friendly, search engines such as Google will find it easier to understand, index and rank them. In addition, pages become more user-friendly and valuable to visitors, which can lead to higher engagement and conversion rates.
Why is On Page SEO important?
Google uses complex algorithms to evaluate and rank pages based on their relevance and quality. On Page SEO is important because it helps search engines understand your content and its relevance to search queries. According to Backlinko, a well-optimised page is more likely to have higher rankings, drive more traffic and achieve better conversion rates.
Basic Principles of On Page SEO
Title tags are one of the first elements that both search engines and users notice. A well-thought-out title tag containing the primary keyword can significantly boost a page's SEO value. It is crucial that every page on your website has a unique and informative title tag that clearly reflects the content of the page.
Producing relevant and valuable material is at the heart of On-Page SEO. The goal is to effectively answer users' search queries with easily accessible and engaging information. As a Moz points out, the text should be unique, linguistically correct and free of spelling and grammar errors. In addition, relevant keywords and expressions should be integrated in a natural way into the text mass.
Internal linking and URL structure
A logical and SEO-friendly URL structure together with effective internal linking can improve your website's search engine ranking and user experience. Internal linking helps to guide visitors through your website and increases the authority of the page within its subject area. Backlinko recommends using descriptive anchor texts for internal links and keeping URL structures simple and intuitive.
Table of Basic Principles for On Page SEO
|Title Tags||Unique and informative title tags that contain primary keywords and reflect the content of the page.|
|Content optimisation||Relevant, valuable and properly written material that effectively answers users' search queries.|
|Internal linking||Guides visitors through the site and increases the site's authority.|
|URL structure||A logical and SEO-friendly structure that is simple and intuitive.|
Advanced On Page SEO methods
Basic search engine optimisation is only the starting point of your SEO work. To truly dominate search results and create a clear competitive advantage, more than that is required; an in-depth understanding and effective implementation of advanced on-page SEO methods is necessary. It's not just about understanding the technical aspects, but also about customising these techniques to match the needs and expectations of your target audience. This leads to better rankings, increased traffic and ultimately higher conversion rates.
Understanding and optimising for search intent is of utmost importance. Search intent, or the goal the user has when searching, is a key factor in creating relevant web pages. By synchronising your content with the user's search intent, you can increase the relevance of your page and thereby improve its position in the search results.
User experience and page speed
An excellent user experience (UX) and fast loading times are not only good for users, but also for SEO. Pages that load quickly and offer an intuitive user experience tend to be rewarded with higher rankings by Google. This includes mobile optimisation, accessibility and a design that promotes user engagement.
CTR (click-through rate) and Dwell Time
CTR, or click-through rate, and Dwell Time, or how long visitors stay on your page, are two important metrics that Google uses to assess the relevance and quality of a page. By improving meta descriptions, adjusting title tags and offering high-quality content, you can not only increase your CTR, but also make visitors spend more time on your website. This combination of factors can in turn contribute to a better position in Google's search results.
Table for Advanced On Page SEO Methods
|Scanning sieve||Synchronises the content with the user's search intent to increase relevance and ranking.|
|User experience||Fast page speed and intuitive design that promotes user engagement.|
|CTR and Dwell Time||Optimising meta descriptions and title tags and offering high-quality content to increase click-through rates and the time users spend on the page.|
Checklist and Tools for On-Page SEO
A well-thought-out strategy is the key to not missing anything important in your On Page SEO work. Below is a step-by-step guide and some recommended tools to help you along the way.
On Page SEO Checklist
- Keyword analysis: Identify relevant keywords and phrases that your target audience is searching for.
- Title tags: Write SEO-friendly title tags that include your primary keyword.
- Meta descriptions: Create engaging meta descriptions that encourage clicks.
- Main headings (H1) and subheadings (H2, H3, etc.): Use relevant keywords in the headings and structure the content well.
- Content optimisation: Make sure the content is relevant, valuable and free from spelling or grammatical errors.
- Images and Multimedia: Optimise images with alt text and keep file sizes low.
- Internal linking: Create internal links between related pages with descriptive anchor texts.
- URL structure: Keep URL structures simple, logical and SEO-friendly.
- Mobile optimisation: Make sure your website is mobile-friendly and loads quickly on all devices.
- Page speed: Optimise page load time by reducing server response time and avoiding redirects. To measure your website's page speed, you can use Google's free tool. Pagespeed Insights.
Table for On Page SEO Checklist
|Keyword analysis||Identify relevant keywords and phrases that your target audience is searching for.|
|Title tags||Write SEO-friendly title tags that include your primary keyword.|
|Meta descriptions||Create engaging meta descriptions that encourage clicks.|
|Main headings and subheadings||Use relevant keywords in the headings and structure the content well.|
|Content optimisation||Make sure the content is relevant, valuable and free from spelling or grammatical errors.|
|Images and Multimedia||Optimise images with alt text and keep file sizes low.|
|Internal linking||Create internal links between related pages with descriptive anchor texts.|
|URL structure||Keep URL structures simple, logical and SEO-friendly.|
|Mobile optimisation||Make sure your website is mobile-friendly and loads quickly on all devices.|
|Page speed||Optimise page load time by reducing server response time and avoiding redirects. Use Google's free Pagespeed Insights tool to measure your website's page speed.|
Tools for On Page SEO
There are many tools available that can facilitate the process of On Page SEO. Here are some of them:
- Google Analytics: A powerful tool for tracking and analysing website traffic. The tool is free to use.
- Google Search Console: Helps you monitor, maintain and solve problems with your website's presence in Google Search. The tool is free to use.
- Rank Math: A popular WordPress plugin that makes your SEO work much easier. Rank Math is free to use, but offers a PRO version with more advanced tools. You can see the cost of the different versions at Rank Maths price list.
- Ahrefs: An effective tool for evaluating your SEO work and auditing incoming links. Ahrefs is free to use, but for more advanced tools they offer different versions for a cost. Here you can see how much the different versions cost.
Measuring success in On Page SEO
After implementing On Page SEO strategies, it is crucial to measure the success and continue optimising over time. Here we discuss how you can measure and analyse your On Page SEO efforts and how you can continue to improve.
Monitoring relevant metrics will give you valuable insights into how effective your On Page SEO strategy is. Some key indicators to consider include:
- Organic traffic: The number of visitors who come to your website via organic search results.
- Keyword ranking: The position of your keywords in search engine results.
- Click-through rate (CTR): The percentage of users who click on your website in the search results.
- Dwell Time: The time a user spends on your website after clicking on it in the search results.
- Bounce Rate: The percentage of visitors who leave your site after viewing only one page.
Tools like Google Analytics, Google Search Console and Ahrefs can provide you with in-depth data and analyses for these and other key SEO metrics.
Table for Measuring Success in On Page SEO
|Organic Traffic||The number of visitors coming via organic search results.|
|Keyword ranking||The position of your keywords in search engine results.|
|Click through rate (CTR)||The percentage of users who click on your website in the search results.|
|Bounce Rate||The percentage of visitors who leave your site after viewing only one page.|
SEO is an ongoing process. Search engine algorithms are constantly changing, and your competitors are also optimising their websites. Therefore, it is important to have an iterative optimisation process where you regularly review your On Page SEO strategy, analyse the results, and make the necessary adjustments.
- Evaluation: Analyse your website's performance and identify areas for improvement.
- Testing: Implement changes and conduct A/B tests to see what works best.
- Lessons learnt: Draw lessons from data and feedback to understand what worked and what didn't.
- Adaptation: Adjust your On Page SEO strategy based on what you learn and continue to optimise.
Measurement and continuous optimisation are critical steps to ensure successful SEO efforts. By following a data-driven approach and being willing to adapt to the results, you can improve your website's visibility, user experience and conversion rate over time. This concludes our comprehensive On Page SEO guide and how you can optimise your website to rank higher in search engine results.
Don't miss the previous parts of our SEO guide
- HOW SEARCH ENGINES WORK: A GUIDE FOR BEGINNERS - PART 1
- SEO BASICS: A GUIDE FOR BEGINNERS - PART 2
- HOW TO DO A KEYWORD ANALYSIS: A GUIDE FOR BEGINNERS - PART 3
- ALL ABOUT SEO: A GUIDE FOR BEGINNERS