On-page SEO is the method of optimising individual web pages to make them rank higher in search engines and carry more traffic to you. On-page refers to both the content of a web page and its style. Both are essential and optimizable. (Compare this with "SEO off-page" referring to links to your website and other external signals.)
For other SEO topics check our search engine optimization main services page.
Google and other search engines want to deliver the best user experience (UX) to everyone who visits your website. They want people to find useful information on a web page that’s well designed and easy to navigate. If your web pages meet those standards, you win.
But it’s easier said than done.
Because this is not the SEO from last year. The rules change practically daily. And on-page SEO is just like making fine wine: it's an art and a science that requires painful care to get the right details.
More than 15 key factors
Did you know?
There are over 15 "on-page variables" that Google considers when rating the web pages.
They include the following:
User Experience (UX).
Optimisation on-page continues with the customer in mind. Because the search engines are not purchasing your product or service. Just people! That is why we are building and optimising websites for people to enjoy and use.
If your website visitors find what they want, quickly and easily, they can stay longer, connect to your site and share it with others. Central to all of this is an integrated website design. And with higher search rankings, Google will pay you back.
You can take a cue from high-traffic sites like Facebook, Apple and Amazon as far as the user experience goes. Visitors to those sites will quickly find out what they want. With their time and money, they reward those companies. They come back for repeated visits. And they're asking his colleagues. Whichever you want.
The thrill of motion. Research shows that in less than 2 seconds, 47 percent of your visitors expect your website to load. If your site is slow to load, just over 50 per cent of online shoppers in the U.S. won't buy from you. So 75 percent of visitors will abandon your page, never to return if loading takes longer than four seconds.
That's all real. Who would love to wait for something? No one. And visitors to your website would demand the same from you as websites like Google and Amazon load FAST and offer INSTANT gratification. This isn't fair. This, however, is fact.
We've found that load speed in your SEO rankings is a critical on-page factor, almost as important as your content and keywords.
Many people believe meta tags to be that 1997. And it's real, the web page's meta descriptions and title tag are not as important as in years gone by. But you still need to pay attention and format them correctly.
There are two meta tags that matter in on-page search engine optimization:
That is like your website headline. They are the first words that people see on the results pages of Google and other search engines (SERPs). And a recent survey showed that just over 43 per cent of people are going to click on a Google website based on the meta description alone.
This may be shocking for some but it's Advertising 101 for us. Just as a headline needs to be noticed or your print ad is dead, the definition of your website must be noticed in search engines, or your traffic is dead.
To illustrate, in Google's search results, here's what the meta description for Starbucks looks like: To be effective, your meta description should get the attention and spark interest in the people you want to visit your website. It should be concise and descriptive, no more than 160 characters.
Just remember don't even think about stuffing your meta description with keywords. Not only can it get you punished by Google, it wrecks your message's readability and turns away visitors to your website.
2) Title Tag
This is the title of your website or document, as the name implies.
It appears in the top of the Web browser on any page. Your title tag on each page should be short, clear and relevant to the content. Visitors will otherwise feel a disconnect and may bounce off your website.
For example, when you visit the Starbucks website's Menu page, here's the title:
Your title tag has a maximum length of 60 characters. In fact, Google will cut off the description and you will be wasting your on-page SEO efforts.
3) Mobile Friendly (Responsive) Web Page Design.
In 2015, Google began sanctioning "mobile unfriendly websites." And as we speak they are cracking down even more. That means your web pages have to look great on a mobile phone or your website will simply disappear from the results of the search.
When the Google Panda update happened, it wasn't taken seriously by many corporations. And they paid a hefty price. For example, Ebay lost 80 per cent of its most significant rankings because their platform was not friendly to the smartphone.
Everything we see points to Google giving websites designed for mobile users more and more weight in mind. The explanations for this are simple— mobile use is only on the rise. 90 per cent of American adults own a mobile phone, according to one study. Plus, the number of mobile users around the world this year will exceed the 5 trillion mark.
Statistics such as these are just a few reasons why you need to include mobile responsiveness as a key factor on the SEO page. Good news: Google has set very clear standards for mobile users when designing web pages. You just have to follow their instructions.
Our research shows that web pages with outbound connexions to related websites are a signal that lets Google find out your web page's focus – and give you more converting traffic. Take the time to work on all of your web pages and include outbound links to relevant sites.
Your web-page will promote social networking. Because when visitors post their content on Facebook, LinkedIn, Twitter, Pinterest, Google+ and other social networks, they notify search engines that they are talking about your website. You can then earn higher search rankings in exchange.
These are synonyms that tell Google how the importance of your web page can be determined. Example: a "small business legal aid" web page may include LSI keywords such as the "small business legal checklist."
Marketing research we've seen indicates that almost 75 percent of customers would prefer to study a company by viewing content, such as articles and videos, rather than ads.
Consumers today wield more influence than ever in the event you did not know. Before ever sending you an email or calling your company they visit your website – and those of your competitors. And like bad breath no one will tell you if your website's content turns people away.
That is why listening to and learning from visitors to your website is critical. So you could just give them what they want. You don't have to guess what you want to build blogs, blog posts, videos and other content! People will tell you the questions that they are asking.
Here's what's important: Can't automate SEO on page. Software or a $5 per hour amateur can't be trusted. Optimizing a web page requires a skilled professional so it provides another person with the best experience.
It all starts with your website having the right structure. Just like a House Base. You can build on sand, and ignore Google's on-page SEO guidelines. Or you can build on rock: create a solid structure of a website that delivers the best user experience.
One last thing: Google's on-page SEO guidelines are evolving and changing almost daily. And, if you're serious about getting more clients or sales out of your website, you probably don't have the energy to do it all yourself. You need a partner who can create a better version of yourself and your company, and fight for you in all of your battles.
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