While its true that if we calculate weightage of effect then something like building a high quality link back to your website will always outweigh the gains of just on-page optimization, but in this game of always catching up, sometimes to what your competitors are doing to the never stopping fear of the algorithm update at google, maintaining your rank on search engine result page (SERP) is always a constant struggle. Making sure your on-page optimization is done properly can give you that extra edge and help you out rank your competitors. Lets dive into the details of “what and how” of basic on-page SEO :
What is on-page SEO, Why is it important?
On-page SEO could simply be described as things you could do (ethical of course) to help search engines better understand your website. This involves content curation, optimizing identifiers like tags and titles of your webpage and managing internal links. Done properly it means a search engine crawler is able to properly understand what your website is for and the queries its trying to answer, that could simply relate to better ranking and traffic to the website.
Over 65% of organic clicks are directed to the first five results on a search page, and the next five account for just over 4%, so if you want clicks on your websites then you need to rank near the top and on-page SEO is extremely important for that to be achieved.
Now that we have established how important it is to have proper on-page or on-site SEO done, lets get into its important factors and how to go about implementing them.
Essential on-page SEO factors:
keywords are terms that you would like your website to be found against on searches, and hence is one of the simplest yet important thing you can implement. Its always a good practice to involve your keywords in the header or body or both which signals the search engines that a given page is relevant for that specific word. Its very easy to end up overusing them and making your content repetitive, exercise caution and use balanced approach to make sure the content is engaging and still answers queries for your customers.
eg, if you have a triathlon store then words like nutrition, bike, swimming, wetsuits are a common choice and should be used but if your business deals with repairing antique furnitures then keywords have to be reflective of that and be what we call a long tail keyword like, antique-furniture-restoration
The idea here is that you need to know what your target customers are searching for and your content should be designed in a way that includes these search terms. Research your competitors, check out relevant and ranking websites while creating content.
Page Title :
Simply put page titles are titles to your webpage, they tell your users and search engines what the content of your page is about. It is universally accepted that a carefully selected page title can have a positive impact on your search ranking. on a tabulated browser, the page title shows on the open tab, it also shows as the highlighted heading on your search engine result page. (SERP)
How to write page titles:
- Try and include keywords organically
- Limit the character count between 60-70 words
- Don’t repeat or stuff key phrases
- Don’t use company name first
- Be specific and relatable to the content of the page
Content Writing :
Its quite something to be able to balance what a search algorithm values for rank and what your human users would value for answers, and it can be quite a complicated task but thats exactly what you need to achieve with your page content. There is a famous saying that goes like “content is like your cars engine, no matter how fancy the paintwork, without it, its not going anywhere” , here is what we think you should do to satisfy the search engines while keeping your users engaged:
- Make it easy for your user to have a quick glance and get a rough overview of the entire page
- Don’t overwrite, keep your paragraphs precise and brief
- Include keywords but don’t stuff them, its very easy to get penalized
- Use bullet points where possible
Image & Video Alt tags :
Search engines cant read images like they do text. Visual representation are always important tools for explaining complex questions but an image with an generic name ” DSC0016.JPG” means nothing to the crawler and adds no value to the overall meaning of the post or article. Its extremely important to have proper alt tags for images and videos explaining what the particular media is about. Its an standard SEO practice to name images using hyphen “-” separator. So instead of the generic name, it can name something like, : why-is-seo-important.jpg “
In this under given image you can see that in our webpage ” eCommerce development” the image is aptly name uniweb-eCommerce, as its a photo of on a page that explains eCommerce development as our service.
Link Building :
Links are vital for SEO and can add value to your content by directing your users to a relevant page or post within your website (internal links), to a website on a different domain that contains useful and relevant information (hyper links). When some other website links back to your website (back links) then it shows your websites authoritativeness and increases your overall standing on searches. Back links are the most powerful yet extremely difficult kind of links to build but properly linked internal links and hyper links also add to your user experience and hence to your SEO value.
Navigation Structure :
Navigation structure refers to the way menus and other links are laid out on a website, it how you show all the relevant pages of a website on a sitemap and hence have search engine navigate those pages for indexing to be displayed on search engine result page (SERP). Breadcrumb navigation is also an important tool that allows your to establish the hierarchy between pages and the importance of the main page.
Its simply not possibly to rank your website on SERP if your on-page SEO in not on point. Research and take the time to implement all the standard practices to rank properly.