SEO, or search engine optimization, is divided into two areas: on-page SEO and off-page SEO. While it’s true that off-page tactics like link building are the most vital aspect of your SEO campaign, on-page SEO is something you cannot ignore. On-page SEO can help you increase the click-through rates of your results pages, improve your website’s usability, drive more targeted and relevant traffic to your website, and maximize your SEO campaign’s success.
On-page SEO is not something that you have to do over and over again. Theoretically, you can set it and forget it, unless search engine algorithms change and you need to update your strategy. Below are some important points to remember when performing on-page SEO.
Each page of your website is its own entity and has its own ranking potential. Therefore, take the time to optimize each page of your website for a specific keyword or set of keywords.
If you’re building a website, you probably want to get people to take some sort of action, whether it’s to click to another page, buy something, provide contact information, or tell a friend. Optimize each page of your site to accomplish one or two specific goals. By making the goal of each page of your site specific and measurable, you can easily tell whether your pages are working or not and tweak them to improve their performance.
Search engines prefer natural, compelling writing rather than keyword-stuffed fluff and filter out pages that focus too heavily on a core keyword. Instead of repeating the same keyword over and over in your content, use related keywords and phrases to boost a page’s relevancy for a target keyword. Combine different modifiers to create unique search phrases and then weave those phrases into your content. If you only target a core keyword, the traffic your page receives will be limited because people search for information in a diversity of ways.
Your home page likely has the most ranking potential of any page on your website because it is the easiest place to build links to, is linked to site-wide, and gets links from a variety of sites with a diversity of anchor text. Make sure your home page is optimized for the most relevant and valuable keywords you’re targeting because it will have the greatest chance of ranking well for those keywords.
For search engines, the part of a web page that matters most is the textual content. Make sure that every page of your site has enough specific content on it so that the search engine bots can determine what it is about. If a page only includes images, navigation, and design elements, search engine bots will have trouble figuring out what it is about.
Be sure to use primary, secondary, and related keyword phrases in the headings and subheadings located throughout a page of content. Additionally, include calls-to-action in your headings or subheadings to attract clicks.
The purpose of a heading is to grab visitors’ attention and communicate to them that they are in the right place. An example of a good heading is the following:
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Descriptive subheadings help to improve your website’s usability by breaking up your content and making it easier for people to scan. Some examples of effective subheadings include the following:
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Other ways to break up the text on a page include using images, bulleted lists, and short paragraphs.
Your content’s clarity and formatting is more important than its length. Some SEOs recommend a minimum word count, but the truth is that you should write articles of varying length. Write as much or as little as you need to, basing your decision of how much to write on the goals of each page.
Page titles are one of the most important on-page elements because they are the first thing searchers see and largely determine whether or not people will click on your result and visit your page. For non-competitive search terms, a good page title alone can help you make it into the top 10 search results. To be effective, a page title must have target keywords in it and provoke an emotional response that encourages searchers to click. To improve a page’s ranking potential, put the target keyword at the beginning of the page title.
Off-page SEO tactics like link building and blog commenting tend to take the spotlight, but on-page SEO is also essential to improving your website’s search engine visibility. Get in touch with Cyneix experienced team of web designers and marketers now to boost the ranking potential of every page of your website.