On-page SEO (also known as on-site optimization) is the process of improving your website’s appearance and functionality by optimizing its content. It involves writing, rewriting, or adding to webpages that are not optimized for search engines such as Google, Bing, Yahoo.
With an improved site, you will have more visitors coming to your website. You’ll also get better rankings in search engine results pages (SERPs).
That means more business!
On-page SEO is important because it provides signals to search engines to help them understand your content. The better the search engine understands your content, the more relevant it is likely to be in the eyes of a search engine. While off-page SEO can certainly help, on-page SEO is one of the major factors that can affect your search engine rankings.
As search engines become more sophisticated, there is a greater focus toward relevance and semantics in search engine results pages (SERPs). On-page SEO involves the use of different HTML tags, keywords, etc. to tell search engines what your page is about.
Here are the top 40 on-page SEO techniques checklist:
Before we dive into the technical elements of on-page SEO, it’s important to note that there are no magic tricks. There are no shortcuts and there is no 100% guarantee that you’re following all of the rules perfectly.
However, all you need is a solid understanding of what works and what doesn’t work. Once you have that fundamental understanding, you’ll be able to avoid most of the simple mistakes that kill your SERP rankings.
Again, there is no magic bullet. You need to study, research, and stay on top of the latest news relating to SEO changes.
Let’s look at some of the most important ranking factors of on-page SEO.
One of the most important parts of a strong SEO strategy centers on internal links. These are the links you have within the pages of your website. You should strive to have a:
Website with 500 pages = 500 * 4 internal links per page = 2,000 Total Internal Links
These links are important because they let search engines know that your website is extremely relevant to the searches people enter. Obviously, you don’t want all of these links to be the exact same text. Instead, you want these links to be dynamic and change depending on what page the user is viewing.
For example, let’s say I’m selling sun glasses. My homepage talks about what styles of sun glasses I sell, and it mentions a few popular celebrities that wear my brand.
I could link the word “celebrities” to a page on my website that features a few pictures of said celebrities wearing my sunglasses. This way, I’m not only linking to more information about celebrities, but also exposing the word “celebrities” to more internal links on my website. Later on, if someone does a search on Google for “celebrities wearing sun glasses,” my website is much more likely to show up in the top results.
Outgoing links are links that lead away from your website. Most of the time, you don’t want to have too many outgoing links. This is because search engines view websites that have a lot of outgoing links as spammy. It’s also because most users will find it difficult to navigate your website if they’re being redirected to multiple pages after each click.
Having said that, you should have a few outgoing links on each of your pages. You can use these outgoing links to link to pages that are related to the content of the page.
Also, outgoing links can be used as contextual link exchanges.
Finally, outgoing links are important for building bridges with other websites. Building these types of relationships is an important digital marketing tactic. If another website finds your content valuable enough that they want to link to it, it definitely boosts our websites authority.
E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness.
Trustworthiness can rely on several subfactors, including but not limited to:
When attempting to increase your E-A-T, it’s important to recognize that you need to do more than just list your credentials. You need to explain how they make you an expert or trustworthy source of information in order to convince Google that this is the case.
Here are some tips for improving your E-A-T:
A title tag is included in the source code of every page on the web and is one of the most important on-page SEO elements. A title tag tells internet browsers what a particular webpage is about, which appears below the webpage title in the browser tab.
It’s also what people see before they click onto the webpage through a search result and what appears in social media interaction, so it’s really important that this information is accurate and attractive to encourage clicks.
The title tag also plays an important role in your click-through rate, as it will be included in the preview of a Google search. If the preview text attracts a user’s attention enough to click, they are more likely to be engaged by the page itself.
A meta description is a snippet of text that describes your website or web page and is used in search engine result pages (SERPs). It’s not as important as the title tag, because it only appears in SERPs if it’s specially written to do so, but writing good meta descriptions encourage clicks as they appear directly under the title and are the first thing users see.
While writing meta descriptions with keywords is still necessary, it’s also important to write them for the consumer, which means using them to sell the page or putting your brand promise into them.
Tips for writing the best meta description:
What is Alt Text?
The alternative text, or alt text, of an image is displayed when a browser cannot display the image. Some people also use it to describe an image to people who can’t see the image. Images are an important part of many web pages as they can make them more attractive and help to convey information. Without images, the web would be pretty dull looking!
Example of Alt txt html code:
<img src="catfishbait.gif" alt="Catfish Baits">
It also helps people who are visually impaired to know what the image is about and associate with your content.
Alt text helps:
When the same exact content can be found on multiple web pages, it is known as duplicate content. While search engines do have mechanisms in place to detect and handle duplicate content, you should always strive to ensure that you aren’t serving duplicate content.
Potential problems with duplicate content:
While it may be tempting to save time and effort by copying and pasting from another page on your site (or even another site), this isn’t going to help you in the long run.
What is a robots.txt file?
The robots.txt is a file at the root directory of your website that instructs web robots (typically search engine robots) how to crawl pages on your website. The file gives instructions in the form of rules, and each rule consists of a sequence of tokens delimited by forward slashes. The four primary tokens are:
Rules are applied in order, and the most specific rule that matches the address is applied. For example, consider the following rules:
This rule will be applied to all agents.
This rule will be applied to only Your-Agent-Name.
This rule will be applied to all agents except those that match the second rule.
As an SEO, you need to allow your target URLs to be crawled and indexed by search engine robots. Enter your HTML root directory and open up robot.
What is a schema markup?
Schema is an HTML framework for marking up the structure of data on a page and applying styles based on that data. (Wikipedia) The main purpose of using schema is to reinforce your web page content to both search engine crawlers and browsers.
These schemas are the result of collaboration between search engine developers and SEOs. A lot of websites use them already.
The most commonly used schema markups are:
What is Page Speed?
Page seed is the speed at which your webpage loads when clicked on, it is a ranking factor for Google. The faster your page loads, the higher it will rank the better user experience it creates for website visitors.
The effects of a slow webpage on your business can be devastating.
It takes about 0.5 seconds for a user to start scrolling (whether this is out of boredom or because they’re looking for something). This means that your page has 0.5 seconds to catch their attention. Anything slower than this and you’ll lose up to 20% of your visitors.
Important facts about page speed:
What is Conversion Rate Optimization?
Conversion Rate Optimization (CRO) is the practice of tweaking elements of your website to increase the percentage of visitors that take an action. These actions are called conversions.
Often, conversion optimization can be used to turn a website profit, even if the website was never profitable before.
Because CRO is Big Data topic, and requires a bit of math, it isn’t covered in this Primer. However, we suggest reading up on it–seriously!
HTTP status codes are the messages returned by a server in response to an HTTP request.
When a user tries to access a webpage, their browser submits a request to the webserver. The webserver then responds with a webpage, or an HTTP status code.
The most common HTTP status codes are:
Most users aren’t familiar with HTTP status codes, so they don’t understand what’s happening when they get an error message. Instead of finding your information, they’ll quickly hit the back button and try another search.
Most internet users are familiar with these as they often appear in web browsers after submitting a form or following a broken link. Having a basic understanding of HTTP status codes is important for webmasters to quickly identify problems on their website.
That is if they don’t just give up entirely and go do something else.
That’s why it’s up to you to make sure that your webpages load quickly and is free from errors.
What is a canonical tag?
A canonical tag (sometimes called a “rel canonical” tag) is a way of telling search engines that a specific URL represents the master copy of a page, and all other URLs redirect to it. Using the canonical tag prevents problems caused by identical or “duplicate” content appearing on multiple URLs.
How to add rel=canonical tag?Add the rel-canonical html code in the
<head>section of the page that is the duplicate of the original one. The URL in the code would be that of the original content page and the code itself will be placed on the duplicate page. Example of rel=canonical tag
<link rel="canonical" href="https://example.com/wordpress/seo-plugin/" />
Canonicalization matters because duplicates are bad
Besides wasted search engine crawl time and duplicate content penalties for having too many pages with similar content,
A redirect is a way to send both users and search engines to a different URL from the one they originally requested. The three most commonly used redirects are 301, 302, and Meta Refresh.
Types of Redirects
Now that we have understood the core of on-page SEO, let’s look at some of the advanced on-page SEO tips.
We all know that SEO is all about Keywords. And Keyword Research is basically understanding of a particular keyword and finding the correct keyword to rank your site for a particular keyword.
If you want to succeed in any type of business, you need to know your potential customers and provide them what they need. Same goes for the organic traffic we get from Search Engine. By choosing the right keywords we can easily beat our competitor and rank higher in SERPs.
Competitor Analysis is very important to grow your on-line business. This involves analyzing your direct and indirect competitors and tracking their online marketing strategies.
We can analyze our competitor’s pricing strategy, keywords optimization, coding, PPC etc.
This helps you to understand what are they doing for organic search engine traffic and how you can improve your on-line business by beating them.
Using a backlink checker tool, you are able to see all of the websites that are linking to your competitors. You will also be able to see all of the websites that are linking to your website (your backlink profile).
There are many free tools online that can perform a backlink profile audit, however for best results, I highly recommend using ahrefs.com.
Backlinks are an important ranking factor in SEO. We want our backlink profile to include only high-quality, relevant links.
What to look for during auditing the backlinks:
A content audit is a method of evaluating the quality and effectiveness of your website’s content.
A successful content audit will help you:
How to conduct a content audit?
We can use content audit to find the types of content that we should be creating so that we can attract the most visitors to our website.
I hope that you are now able to understand on-page SEO in a better way.
Implement the recommended tips on your website and web pages, I am confident by doing so you will see a positive movement in your rankings.
Ensure that you implement the suggestions on the entire website and not just a single page as only then will you be able to see the complete benefits of a perfectly optimized website.
I also recommend checking out more information about how an SEO audit works.
In case, you are stuck or have doubts, feel free to get in touch with us.