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On-site optimization packages and on-page SEO service plans for startups & companies of all sizes. What is on-page optimization?
You Need On-page Examination and Enhancements: Here’s Why
If search engines don’t understand your web page content, there are no visitors, leads, or conversions.
Assembling web pages the proper way leads to identifying the correct target market and connecting user’s queries and search intent.
Targeting The Wrong Keywords Is A Big Mistake
Focusing too much on short primary keywords, or not enough on long-tail terms spells doom.
One of the biggest mistakes businesses make when choosing keywords is targeting the wrong ones. When you’re first starting, it’s easy to get caught up in all the potential keywords you could be targeting and pick ones that are either too broad or too specific.
Broad keywords are general and don’t target a specific audience. For example, if you’re a luxury fashion company, “clothes” would be a broad keyword. Precise long-tail keywords are very targeted and niche. A fashion website’s distinct keyword for a handbag is “avant-garde haute couture handbags”. Learn more with the on-page SEO checklist.
What Is On-page SEO?
- What’s the goal of optimizing on-page?
- What’s the difference between on-page and off-page?
- Get started with reviewing the basics of on-page SEO factors
- Don’t overthink these steps to optimizing on-page content
On-page SEO is optimizing web pages for distinct keywords, which can help grow search engine visibility and web traffic. It includes arranging page-specific components like metadata, page headings, content structure, and internal links with anchor text to provide optimal user experience and efficient crawling geared towards better search results.
What’s The Goal Of Optimizing On-page?
On-page SEO aims to improve your website collectively by optimizing category and page content to attract visitors for specific keyword searches. The process can involve editing or revamping content optimization and relies heavily upon using keyword-rich text, mostly long-tail keyword phrases, throughout each page.
The structure of the on-page strategy centers around writing desirable terms in critical places where potential customers might be reading or searching (elements such as H2s). The end goal of on-page optimization is to continually improve the content and how web pages relate to categories within the website.
To constantly increase traffic and leads, on-page SEO is a must. Revisiting on-page strategy after periodic competitor analysis is the best way to gain share-of-voice in the search engines and share-of-rank for specific lawyer niches in the page content your competitors are also attempting to rank.
What’s The Difference Between On-page And Off-page?
Off-Page optimization refers to backlinks and other off-site signals relevant to your website and brand. On-Page optimization (sometimes known as onsite) refers to all steps taken directly within the web page content to make it better for readers and increase the probability of ranking highly in search results.
Google’s organic search algorithm incorporates many different on-page factors to help understand your content, including URLs, meta description tags, title tags, heading layout and structure, keyword density, and TF-IDF of keywords and entities; the keywords used in the internal linking structure.
So you want to get ahead of the competition in your industry?
Get Started With Reviewing The Basics Of On-page SEO Factors
Let’s imagine for a moment that you check your analytics and rankings and see a page on the site that is not meeting expectations for visibility performance. The content ranks on page five, and no one will see it, let alone click on it.
Following this essential checklist will assist with content improvements and send web pages to pages four, three, two, and finally to the bottom of page one. You’ve made it your goal to rank on the first page for your favorite keyword term, and now the prize is to send the optimized page to the top of page one.
Don’t Overthink These Steps To Optimizing On-page Content
The process is straightforward, and gains will be notified if this checklist is followed.
The focus is to improve the visibility and readability of the target webpage dramatically. Begin with URLs, title tags, and meta descriptions.
This next section of researching niche keywords is critical; semantically related words, synonyms, and keywords in each passage should flow well on the page and link together as much as possible. Optimizing existing content and planning new content strategies can be a complex process. Websites compete with billions and gazillions of other web pages.
Hundreds, if not thousands, of different factors contribute to good search engine optimization, including the text content, keywords used in page titles and descriptions, and URL structure, which can be daunting for noobies or busy entrepreneurs focusing on growing their business. What are three important things people should do when they review webpage content?
- Well-written, unique articles with a catchy title tag and conversion-oriented meta description tag.
- Heading tags with well-placed subheadings may help users read or browse content and rank higher on SERPs (search engine results pages).
- Short URLs (most of the time) include necessary and relevant keywords that make sense relative to title tags and headings.
Well-crafted on-page SEO can help you rank higher in search engines.
Entity schema, internal linking, and refreshing old content are website admins use most common strategies to improve their site’s rankings. Using on-page optimization to increase rankings is a delicate balance.
You need the right content, relevant keywords, clearly written titles, and persuasive page descriptions
On-page SEO Rankings
Entity schema is an emerging trend in on-page SEO that can help you increase your rankings, although search engines have used it since 2009. It’s not just another buzzword but a relatively new SEO strategy for site owners.
Entity schemas are markup tags embedded into a website, so search engines know what it’s about and index it accordingly. They allow web admins to enter keywords and entities directly onto their page to show up when someone searches for them without additional work.
If you’re using entity schema, consider these tips before jumping in:
- Make sure your page is relevant
- Don’t put too many entries
- Keep all of the tags organized by content type
Internal linking is a big part of on-page SEO. Here’s how it works: you link to pages within your website, which helps search engines see the relevancy between those pages and increases their rankings for relevant keywords.
One of the most overlooked aspects of on-page SEO is internal linking, which helps with offsite and onsite SEO.
Images & Videos
Images and videos are some of the most critical parts of your website. Optimizing them will be more likely to appear on search engine results pages (SERPs).
Images and videos are essential to your website’s SEO. Optimizing both on-page images and video embeds can help improve your site’s visibility.
The best time to refresh old content is when posting new content. When you publish new content on your website, visit older pages or posts and update them with further information.
Refreshing old content will keep things interesting for your readers and ensure that Google’s search engine spiders crawl through your site regularly.
As a website owner, you want to give your readers all the information they need to keep reading. One way is by creating headings that divide up your content into manageable sections.
Headings allow readers to skim through the text and decide what they are interested in without taking too much time with each section. They also make it easier for search engines to categorize web pages so that people can find them more easily.
We can create headings for web pages on your site and provide tips on ensuring they’re optimized for search engine crawlers.
Metadata is information about your website that search engines use to rank your site. You need to know what metadata is, how it can help you with SEO, and how it impacts your site’s ranking.
The proper metadata tells readers about the content they are about to read or click on to get what they were looking for when they landed on a specific URL. Researching your competitors is the first step in optimizing your website for search engine rank.
The next step is to determine the best keywords and entities you want to target and then create metadata tags that will tell search engines what each site page contains. Metadata includes titles, descriptions, headings, images, and more!
On-page SEO Checklist
Let’s get started with the first steps in the checklist.
- Meta Description
- Keywords, semantically related words, and entities
- Heading tags (H1, H2, H3, H4, H5, H6)
- Internal linking to passages with fragment links
- Duplicate content
- Content length and TF-IDF
Creating well-defined URL structure helps search engines understand a page topic
Keywords in URLs and URIs are a good thing and a small ranking factor (debatable regarding how much impact keywords have on the domain name, URLs, and URIs; we have tested this, and the output is that it depends on many factors).
User preference combined with best practices and the art of on-page SEO is a solid strategic mindset for developing winning URLs and website structure.
URL Structure Checklist:
- Use keywords in category structure.
- Precise keywords when defining the URI.
- Don’t add dates (year) in the URL/URI; this is limiting your efforts.
- Be consistent with trailing slash or not trailing slash; one or the other.
- Be consistent with lowercase or Camel-Case; one or the other (preference is lowercase).
- Be consistent with hyphens or underscores; primarily a UX consideration, one or the other.
Create title tags for users and search engines
First, let’s dispel a myth about title tag length in characters or pixels. There is no limit to the length of a title tag. Recommendations regurgitated by SEO agencies and their marketing-degreed minions are garbage.
Please read this article with quotes from Google’s Chief of Sunshine and Happiness, Gary Illyes, and pay attention to what he says about title tag length. When we do SEO audits, there is no reporting section for title tag length and never will be.
Now that’s out of the way, let’s continue with the title tag checklist.
The title tag is in the document head
Page titles are wrapped with the meta title tags
<title>SEO Audit Expert</title>
Why are title tags important?
Page title tags are one of the most significant on-page ranking factors and are viewable in search results and web browsers.
How to write a great title tag?
- Every page must have a unique title tag. Either manually typed or dynamic title tags, each one should be different from any page title on the website.
- Don’t keyword stuff the title tag. This is a consideration if your domain name is branded with primary keywords, and that is also your site title in the CMS (content management system).
- Make it different from the H1, even if a few words differentiate the title and H1.
- Make title tags relevant to the heading structure in the page content.
- As a best practice, keywords should go to the left, not necessarily furthest to the left, but on the left of the tag to be crawled as one of the first words and displayed in the browser tab. On the flip-side of this, moving the target keyword to the right with powerful sentiment phrase leasing up to the keyword is helpful when the page targets long-tail traffic and deeper into the URL structure. Test both ways to determine which works for you.
- Add an emotional word or descriptive and helpful word to the reader. Including words that are powerful and psychologically appealing is valid.
- Using numbers is beneficial for title tags in terms of click-through rate.
Meta descriptions can improve CTR (Click-through rate)
Meta Descriptions can be helpful when it comes down to improving click-through rates when Internet searchers view a list of top-10 organic results and choose the best one to visit. On the SEO-value side of meta descriptions, there is no value.
Google will change the description text from the webpage to display whatever it wants in the search results. This is to provide the best content available to people searching a specific keyword term.
The description Google uses in search results can change depending on the user intent and keyword used. When we optimize pages, we do not provide a meta description until a page displays on page two of SERPs, but that’s how we do things.
After the page ranks, we test meta descriptions related to text Google has chosen from the body content. Time is money, and there’s no sense in doing tasks that waste time and money.
Tips for keyword research and choosing the best keywords for content
When creating a list of keywords, think about the search intent. Imagine yourself as an individual in their shoes, and what would make sense for them to search? That way, your focus stays clear on identifying low-volume but highly targeted phrases rather than stretching out into long-tail searches where competition may be less relevant.
The main rule is that competitor websites and search results are constantly changing. Still, one thing remains constant: user experience comes down to what makes a good keyword selection, and search engines have continued refining their algorithms, which means even with the best keyword research, you can’t guarantee a top position in the SERPs.
Why you should structure heading tags to create a content hierarchy
Heading structure is directly related to information architecture and website categories. Web page headings and the keywords in heading tags help determine the future content strategy and internal linking plan.
Choosing layout and structure is often overlooked, and some SEO companies over-think this.
Fragment Passage Links
Improving user experience with internal fragment links to passages
Using fragments to internally link sections of the webpage will make content beneath headings more accessible for users’ eyes when first scrolling to a content heading section rather than jumping between different chunks throughout an article.
Duplicate & Thin Content
Duplicate and thin content issues and what to do about them
Duplicate, thin, and boilerplate content have always been a problem for webmasters. Sometimes, reducing footer and sidebar content or creating new and unique content snippets can quickly change this dynamic with little effort.
The magic of term frequency & inverse document frequency and how to determine the content length
Many people say there must be a specific number of words per article. We’ve heard repeatedly about how each page should contain 500 or 1000 words.
This is not true. Check the TF-IDF of the top 10 ranking pages for a keyword, and you will see it’s different for a wide range of dynamics.
The ever-changing dynamics include keyword length, user intent, size of websites, age of domains, content topic, and most importantly, the industry niche related to the search term. Take this into consideration: if all webmasters add content and improve the user experience of their webpages targeting the same keyword, the dynamics have now changed regarding search engine ranking algorithms.
Every title tag change, new heading, new image, modified image title, or any modification to a web page changes the ranking dynamics. TF-IDF is significant for planning the length of content and the number of words on a page.
How to improve readability for on-page SEO
The answer to how to improve a web page’s readability can be found by asking questions in this content readability FAQ checklist.
- Who will read this content?
- What is the educational level of the target demographic?
- Can the user quickly scan headings while scrolling
- Is there a table of contents?
- Does the content have a simple flow and make sense to the user while they scroll?
- When writing content, read it aloud, and if something doesn’t make sense to you, it won’t make sense to the reader.
Checklist for optimizing videos to maximize on-page content
- Make a video transcript to have unique content on-page
- Select an aesthetically pleasing thumbnail image and don’t load the video until clicked to improve speed.
- Video titles should include long-tail keywords and be very descriptive of video content
- Embed video on one page; don’t embed video on multiple pages.
- Is video self-hosted or on a video hosting platform? There are considerations for both choices.
- Use structured data to organize web page metadata and highlight video as a vital part of content.
Checklist for image optimization and how it helps SEO
- Use keywords in the image filename.
- ALT tags should be a short and accurate summary of the page topic and heading content passage; ALT tags are also used as anchor text when the image is clickable and leads to another page.
- Image titles are a technique to add relevant keywords to the image metadata.
- Image captions are critical in some cases because they add clarification to the reader about the image.