7+ years experience in the SEO industry. Love to keep on top of the latest in search engine optimization and digital marketing.
Today we are going to cover on page SEO, what it is and how to get it working for you. Search engine optimization or SEO helps you stand out and gets people to your web page. In a world where 70% marketers see SEO as more effective than pay per click, PPC, it has never been a better time to optimize your site.
On page SEO is the process of optimizing front end and back end components of your website so that it ranks in search engines and brings in new traffic. Simply put, it is the process of optimizing or making better your website, so that people find it when they search for specific keywords.
On page refers to optimizing content elements, site architecture, and HTML that visitors can see on your page. This is different from off page SEO, where the elements are not always visible. The more optimized your site is, the higher up it will appear in search, and the wider your net will be for ranking with different search keywords.
1. High quality page content
We all want our content to be high quality but this means something specific when it comes to on page SEO. Your content tells both search engines and the people using them what they can find on your website.
Knowing which keywords to use can help guide you to using them on your site. Doing some keyword research on Google and looking at competitors pages is a great place to start. There are tools that can also help you narrow down which keywords to focus on, like Google Keyword Planner. Once you have your keywords, decide how your page content will fall into your buyers journey and search intent.
Stages in your buyers journey will include the awareness stage which could be through your blogs or home page. The consideration stage, which could be through a buyers guide or about page on your site. The decision stage, which can include product, pricing or contact pages.
Some best practices for writing high quality content are:
- Add engaging and relevant visual content.
- Use short and long tail keywords where you can.
- Actively solve your audience's problem.
- Make shareable content.
- Optimize for conversions with CTAs to your offers or product pages.
2. Titles and headers
You can view the HTML of any site you are on by right clicking your mouse and choosing the option "View Source". You can also use the short cut key Ctrl + U.
The page titles on your website, or title tags, are one of the most important parts of SEO. They tell search engines and people what to expect when viewing your site. Adding a few keywords into your title and keeping them to 65 characters are great rules to keep in mind.
Headers, like titles, can help inform people coming to your site and can help search engines better direct those people. Your headers should include keywords that are different from what you use in your title, and should be more specific than what the title of the page is. Think of the header as a funnel getting people to even more specific information on your site.
3. Meta descriptions
Your meta description is the text that shows up right underneath the title when a search happens. It helps expand on the title and can be a deciding factor if someone will click onto your website or not.
Meta descriptions can also be used social media underneath posts. To get the most out of your meta descriptions, keep them under 160 characters for desktop and 120 characters for mobile.
Make sure to use your target keyword and use complete sentences without any special characters. A meta description should begin to explain what someone might see if they click, but leave them wanting a little more.
Choosing the right images that compliment your website and product is a great way to start. But just choosing the right images won't necessarily get search engines to notice your hard work.
Image alt text or alt tags is just like SEO for your images. It is the words that appear if your image fails to load. With more than 38% of search engine results being for images, getting your images front and center can help direct people to your site.
There are a lot of ways to adjust the text attached to an image, whether it is in a blog post or a part of the site itself. Write a description of the image that is shorter than 125 characters.
It should describe the image specifically and it should be tied to the content it is connected to. Now your images won't just look great, they will also help increase traffic to your site.
5. Internal links
Internal linking is when you have a link that leads people to another page on your website. This can help guide people from one piece of information to the next. The more you link to a specific page, the more important it looks to search engines.
A good way to build your links is to take a page that you think is the most important or useful and see how many ways you can link to that page from other pages on your site.
It can be helpful to create a map of your site with bridges as links between different pages. The more bridges that you build, the longer someone will be on your site and the more notice that search engines will give it.
So those are the five basic steps to optimizing your on page SEO. The more you incorporate these steps, the higher you will appear in searches and the more traffic that you can expect.