On-page SEO means optimizing specific web pages to rank high in search engines. It includes making necessary improvements not only to the content but to HTML code as well. Everyone can write about their preferred topic and create a blog post out of it. However, the success of this web page will highly depend on on-page optimization.
This article will focus solely on content optimization as HTML code is a wide topic that requires specific attention. Here are all the steps that are essential to optimize a web page.
Start with the name of the page
Writing a blog post requires knowledge of the terms that are vital for SEO optimization. When it comes to names two most prominent ones are Title Tag (meta Title) and Header 1 (h1). If you use Yoast SEO plug-in (assuming your website is based on custom CMS) you will also come across the term “SEO Title”. In case you are wondering here is what each term means and how you can make good use of them.
Title Tag
Title Tag is also called Meta Title and refers to the name bar that appears on the top of each page in WordPress and many other Custom CMSs (Image 1). It is a name that is displayed in search engines and describes what the page is about. In terms of on-page SEO, it is one of the most important criteria.
Even though Google algorithm prefers customer experience over on-page optimization, it never hurts to create a compelling title tag. When your page gets indexed meta title plays a major role in determining the main topic of the page.
Header 1
Header 1 (h1) is a major headline of the page that also explains what is the main idea of the page. However, it is displayed on the page rather than in the Search Engine Result Page (SERP), as opposed to Title Tag. The goal of the Meta Title is to trigger visitors to click on the link and visit the page. Hence, it has to be relevant and compelling. On the other hand, you have an opportunity to make Header 1 more creative. However, make sure to have only one H1 per page.
The main point that you have to keep in mind is that these two names don’t have to be noticeably different. If the visitors notice that the headline is different from the title that they got interested in, they may get confused. They may also think that it was a clickbait or that there is something wrong with the website. In such case, even if you have everything well implemented in terms of on-page SEO you may loose many visitors.
If you use Custom CMS (especially WordPress) you may notice that Title Tag and H1 are exactly the same. You just enter the so-called Title in the top bar (image 1) and it becomes not only Title Tag but also Header 1 of your page. If you are familiar with codding you may find it easy to separate these two names. However, whether it is worth the struggle or not is another question that you have to decide based on your preferences.
SEO Title
If you use Yoast SEO plug-in you would have found out that you have the option of SEO Title (image 2) to improve the clickthrough rate (CTR). It gives you an option to differentiate your Header 1 (h1) from the title that appears in google. This is an amazing plug-in that you have to start using if you don’t use it yet.
To make it both esthetically attractive and informative, aim for 70 characters (between 8-12 words). Similarly, this will make sure that it is fully displayed in SERP on any device. Here is the widely accepted format that you can follow to create a compelling title:
Primary Keyword – Secondary Keyword | Brand Name
The first word in the title is usually perceived as the most relevant to the page. Hence, make sure that it is the main keyword that you aim to rank for. Moreover, avoid using all Caps as they are sometimes perceived as fishy. Before you publish the page, check it to make sure it is displayed appropriately.
General Tips about Title Tag and Header 1
- Create a unique title for each page: Using the same titles may cause your pages to compete with each other. Hence, you may lose the opportunity to rank for more keywords. Similarly, avoid “boilerplate” titles as well. These are the titles that differ by one word;
- Make sure your website automatically creates an H1 tag: Most CMS’s, especially WordPress adds an H1 tag automatically. However, sometimes theme may alter this function and leave your page without H1. Use your preferred plug-in (e.g. MozBar) to check H1s of your pages. If they don’t have one make sure to make necessary changes to the theme.
- Don’t staff the name with the keywords: Even though keyword stuffing used to be the best method, it is now a mere spam indicator. Make sure to use no more than two keywords either in H1 or Meta Title. You can even aim for one keyword if they don’t make sense together well. Always remember that firstly they have to be likable and then optimized.
Divide the text into paragraphs
After you have chosen the name you have to decide how you will divide the text. You can use the headlines and paragraphs to make the content easy to consume. This is an important step when it comes to On-page SEO and makes sure you follow the best practices.
Even though they might look good in some cases, avoid using H4 – H6 by all means. H1 – H3 can be enough to split the page into categories. Depending on the size of the content make sure you use at least 25 headlines per blog post. Lower-level headlines make the page more complex than it needs to be. Headers are a great way to trigger customers to share your content with their peers. A study of 900 million articles discovered that 14-17-word headlines perform the best in terms of sharing.
After choosing the desired headers make sure you use headlines sequentially. Headlines are used to let search engines and the readers know how the text blocks are correlated to each other. Using them appropriately will make it easier to follow the content. Use around 5 sentences per paragraph to make it easy to follow. Similarly, don’t use more than 300 words per headline despite the number of paragraphs.
Write compelling meta description
A meta description is a text that is displayed below the meta title in SERP. Follow the limit of 156 characters to make sure it is thoroughly displayed either on the smartphone or the computer. Probably you don’t want the readers to wonder what did you mean by unfinished description. However, on-page optimization is time-sensitive and this restriction might change in the future. Make sure to check it constantly to apply the required changes.
The meta title must answer the question in the meta title at least partially. This will give the readers the reason to continue reading the article. Based on multiple researches emojis improve the click-through rate. Hence, you can include them if they are relevant to your page.
As for meta title, avoid using the same meta descriptions for different pages. Google constantly crawls the websites and looks for duplicate content. Don’t give Google the reason to punish you for a seemingly meaningless reason.
Keyword distribution and density
The keyword is a keystone when it comes to on-page SEO. Without it, you will not be able to rank well in SERP and reach your target audience. However, simply stuffing your article with your target key phrases will not bring any advantage. The way you distribute them and the frequency determine how you will perform for that keywords.
Keyword density
You have to be careful when considering the optimal density of the keyword. The golden middle is 0.5% of the overall text size. Yoast SEO that is the crucial plug-in for on-page optimization on WordPress websites gives a similar restriction. However, various sources give quite controversial suggestions and you have to decide which source is the most trustworthy for you. To sum up, their suggestions follow 0.5% density rule but don’t mind if you have a little bit higher frequency (but not lower).
Keyword distribution
Another important step that you have to follow is to distribute keywords appropriately and make good use of various methods that can drive readers on your website. Researching and determining the right keywords is only the part of the equation. If you don’t distribute them properly, all the hard work was in vain.
Simply including the required amount of the main keyword will make your article look fishy when Google indexes your website. Moreover, some places are even vital to include keywords in order to rank for them. Here are all the places where you have to include your target keyword:
Meta title
As we have already mentioned this is the most important place where you have to insert the main keyword. Make sure to include the exact match of your main keyword. Even though the synonyms work well, in terms of SERP ranking, the exact match does give an edge.
Header 1 (H1)
Similarly to the Meta title, H1 is noteworthy as it is the name that visitors see when they enter your website. In this case, you may play a little bit with the keyword and include closely related synonyms. Only if your website has the function to choose H1 separately.
First paragraph
Include the main keyword at least in the first or second sentence of the first paragraph. Keep it as close to Header 1 as possible.
Header 2 (H2)
The article has to provide a response to the main question that visitors have. If you don’t include your main keyword in H2 it may be suspicious for Search Engines whether your website truly provides the relevant response or not.
Text body
Don’t forget that you have to observe an optimal keyword density rule. Use the body of the text to distribute the keywords. However, make sure you don’t overdo it. Including the same keyword more than once in one paragraph is not the best option. Distribute them evenly and this will become the habit after some time.
Last paragraph
The last paragraph usually sums up the main idea of the article and must include the keyword in question. As for the first paragraph, it will be great if you include it as close to the title of that paragraph as possible.
Meta description
This short description briefly sums up the text and has to portray what the article is about. Without the main keyword, it would look suspicious for search engines.
Link
It is debatable whether the link text truly helps or not for on-page SEO but it never hurts to include it. However, avoid suspiciously long links and portray the main idea briefly if the headline is too long. This way you will avoid looking suspicious. The only thing that matters in terms of SEO is including the main keyword.
Image alt text and description
Including the main keyword in these places will indicate to Search Engines that your article truly refers to this keyword. Make sure not to confuse Alt text with Title. The title is simply the name of the image that may or may not appear to the naked eye and doesn’t matter in terms of on-page optimization. However, Alt text is specifically meant for Search Engines.
Optimize images
If you have ever followed the link from Google Images you will know how crucial this step might be. Images make the articles more appealing, less tiresome, and can help you rank better. Follow all these steps to make the best use of images on your web page.
Fill in all the sections
Besides using images for appropriate keyword distribution, they can also help to rank separately in the Google Images section. As I have already mentioned, make sure to include the main keyword both in Alt text and description (Image 3). This will allow your image to rank well for that keyword. Fill in all the sections as even the simple factors may bring you unimaginable success in terms of on-page SEO.
Besides an on-page optimization boost, this step will improve the esthetics of your page. Writing a short and appealing Title will make your images more contextual. The title is a text that visitors see when they hover over the image.
Keep the size of the image as low as possible
Have you ever visited a website that struggles to load the images and looks noticeably unappealing? This mainly happens because of the image size. The speed is the most crucial factor when it comes to the success of the website. Based on the Strangeloop study, even a one-second delay required for loading a website can cost you 7% drop in sales and 16% decrease in customer satisfaction.
This indicates how important it is to make sure your images are of optimal size, especially if you include many images per web page. I would suggest using images not bigger than 200 KB. Images around 150 KB size maintain the quality of an image and don’t overload the web page significantly.
You have several options to optimize image size. However, the most unparalleled method is using Adobe Photoshop. Such optimization doesn’t require any skills as with the new additions of Adobe Photoshop you can simply optimize them with one key. The “Save for Web” function allows you to save the image with an optimal size that will be optimized for web purposes. If you prefer another photo editing application feel free to use it. Most of the up-to-date programs have such functions.
If you have a WordPress website you can use the plug-ins to lower the size of the images. The plug-ins such as Optimole, EWWW Image, and many others can help you to deal with this issue. Especially if you have many images, this might be the best option. However, plug-ins do affect the speed of the website and may not be the best option.
Choose the right resolution
Right image dimensions are essential to make images look good on a website. No matter how big resolution you choose for your images, you can not make them look better than they are meant to look. Hence, simply choose the right resolution to lower the size of an image (in MB) and make it look at its best. The recommended resolution is what you have to aim for.
Most of the SEO experts suggest 1200×795 resolution. However, some websites have specific dimension requirements. Make sure to check size suggestions specifically for your website or a theme. This is a crucial step for on-page SEO. Make sure you follow all the suggestions and experiment with your website to find out what looks best in your case.
Give credit to the owner
This step may not help you in terms of on-page optimization but it is a vital step that you have to follow. If you indicate the owner of the image you may avoid being charged for using the image. Never use the image that you don’t have the rights for, but if you do use one, definitely indicate the owner’s credentials. Similarly, it is not only about getting charged but also about being ethical. Simply giving credit for their work can mean a lot to many people.
Optimize post for Google snippets
Google snippet is an excerpt from your web page that responds to the exact question better than any other page. It is usually a small paragraph that is displayed on the top of SERP when you search for a certain keyword (image 4). However, simply writing an article will not rank you well for that keyword unless you follow on-page SEO guidelines.
Criteria used for ranking in Google Snippets
Firstly, it is essential to respond to the main question explicitly. It doesn’t matter how well you follow on-page optimization guidelines unless you provide a thorough response to the question. You can use Google AdWords’ keyword planner tool to determine the precise question that people ask the most about your keyword. Even though the synonyms might rank you well for Google Snippet, the exact match will definitely give you an edge.
Domain Authority (DA) and page authority (PA) also play a crucial role in SERP ranking. The first one refers to the overall ranking of your website based on multiple criteria. The latter one refers to the performance metric of that specific page. Basically, all on-page SEO tips that I have mentioned are essential for Google Snippet ranking.
Specifically, make sure you have high-quality backlinks (other websites linking to your web page). This is a good indicator that the page provides valuable information that readers will be interested in. Another important metric is the SERP CTR. This is a metric that measures how many people press on your link from the search engine result page. Hence, it is vital to have a convincing meta title and meta description to increase the chances of being ranked for Google Snippet.
Analyze competitors for the snippets
Even if you don’t rank first for a certain keyword you may still rank first for snippet and have the edge over your competitors. This is a great advantage that you can gain with right on-page SEO. When it comes to Google Algorithm you cannot always predict the outcome. Besides following the general on-page optimization guidelines you can check the snippet results that you get for your target keyword or its synonyms and study from them.
Use your preferred extension that can tell the DA and PA to determine if you are in over your head for that keyword. Similarly, you need to determine whether The competitors have included the exact question with a specific answer or just a similar question and answer. If they don’t use the exact search term, you have good chances to rank higher for that keyword.
Another important factor is the length of the response. Google prefers a concise and precise response that is straight to the point for Google Snippets. However, it does sometimes make exceptions if there is no better option. Lastly, find the location of an excerpt in the text. Sometimes you will find out that the information was taken from two different paragraphs. In such a case, it is highly likely that you can overcome the competition of this website.
Use this data for On-page SEO
When analyzing the competitors, the goal is to do much better or there will not be any point. Look for their weaknesses to get an edge and determine their strengths that you can use as well. Unless your competitor is Wikipedia, you always stand a chance to rank well for Google Snippets.
When you determine the length of the snippet use this information to provide the answer that has almost the same length (that is what google liked). However, as a rule of thump 54-58 words is the best length. If you aim for that length you may even get a competitive advantage.
General on-page SEO tips for Google Snippets
Use SEMrush Keyword Magnet Tool for exact keyword research
There is a huge list of words that are neglected by Search Engines. However, finding the exact match of the question that people ask the most is still essential. As I have already mentioned this will give you an edge over those websites which respond to a similar question. For snippets, the exact match does matter.
Use the exact keyword match in one of the headers (H2, H3, or H4)
Question phrases usually have a specific beginning that you will need to include. Make sure to include each word of the most researched question (‘what is”, “how to”, “top”, etc).
Place desired Featured Snippet text directly below that headline
The text must be placed in <p> tag directly below the headline. This way you will make it clear for Google that it truly answers the main question. Moreover, it will be much better if you provide support for your explanation as well.
Make this section easily discoverable
When Google crawls the page, it determines the importance of the content based on the headers. The same applies to individual readers who might get bored if they don’t get a response soon enough. The best would be to use H2 for a snippet question. This will indicate that it is not only a paragraph that refers to the query but rather the whole article.
Include and optimize a relevant image
Google likes to provide snippets with images. If you don’t want Google to randomly choose an image for it make sure to include one close that paragraph. Similarly, optimize the alt text and the description with the same keyword as it is in the headline.
Include steps when relevant
If the question requires to list different options make sure you include them (image 5). In such a case, Google will not retrieve the information from the first sentences but rather from list names. Therefore, it will be good if they stand out not only for visitors but for search engines as well.
Whether you will do this with lower-level headlines or with bullet points you will increase your chances to rank well. This is one of those important steps that makes blog post stand out.
Make sure you have inbound, outbound, and internal links
Now it’s time to talk about links that are essential for on-page SEO. Inbound, internal, and outbound links are the main types of links that you will encounter when dealing with on-page optimization.
Internal Links
These are the links that you include on a specific page. They allow you to keep visitors engaged for a longer period and redirect them to other articles. Similarly, Google doesn’t like dead ends on any page. Hence, when you link to other pages this is a good sign. Even though Google claims that the bounce rate (visitors leaving the website without visiting another page) does not matter, it does make a difference. Whether this happens directly or indirectly, there is a high correlation between good SERP ranking and Bounce Rate.
Make sure to use the appropriate Anchor Text for internal links. This is the text that describes and includes the links (image 6). Google uses this text to determine what the link that it refers to is about. Make sure to vary text for different links and make them descriptive rather than general. Even if you use the same link again and again, you can include the synonym to describe it.
Outbound Links
These are the links that you use to give credit to other websites. Links of another website’s pages are vital to give visitors a better understanding of the topic. Even though many people claim that they just drive visitors away, they do help you in terms of on-page SEO.
However, if not dealt properly, they can truly dრive visitors away from your website. Avoid using too many outbound links as people tend to press them and forget about the original post after some time. The rule of thumb is to use at least one outbound link but avoid using more than 3-4 links. This limitation may differ depending on the type and the size of the article. If you write a good article you will keep the visitors engaged despite the number of outbound links that you use.
Moreover, ensure that they open in a new tab or you will have an undesirable bounce rate and the short time spent on a website. For many platforms, including WordPress, you can simply use the slider to ensure these links open in a separate tab (image 7). If you cannot find such a function or your website doesn’t have such a feature, you can use – use target=“_blank” command.
Inbound links
Inbound links are also known as backlinks and as you may have already heard they are the cornerstone of SEO optimization. These are the links of your page that other websites include in their articles. If in other cases you simply follow on-page SEO tips and optimize appropriately, in this situation it is up to other websites to share their juice with your website.
Do’s of inbound links
Replace the broken links of competitors
Go through the backlinks of your competitors with your preferred platform. One of the best one, in this case, will be SEMrush that also offers a one-month trial. If the page of your competitor performs well most likely inbound links from these websites are quite valuable. Find 404 Error pages and contact the websites that include this link on their website to offer your link as a replacement. This will be a win-win solution.
Steal your competitors’ backlinks
I know how it sounds but many people follow this practice. It is up to you to decide whether it fits your strategy or not. Search the competitors’ best-performing pages and look at the backlinks. Besides SEMrush you can also use Moz’s Link Explorer. After finding the inbound links of their top pages send a press release to the websites that link to them. You never know, it is always worth a try.
Find websites that use your keywords
Use your preferred tool and determine such websites. The best option would be Moz web explorer as it offers amazing options. Search by filling in all the required fields but make sure that they don’t already link to your website. After finding a relevant list of websites you can send them your press releases and wait for their responses.
Check your inbound links for spam score
Most of the advanced SEO Tools (the ones that I have mentioned as well) offer a spam score for each website that links to your page. Check frequently your backlinks as their status can change anytime and make sure you remove your web page’s link from their website by all means.
Dont’s of inbound links
Any number of backlinks from one domain count as one
Some people tend to get multiple inbound links from one domain and think that they are on the safe side. However, no matter how many times they include your web page’s link it will always count as one. Instead of increasing your search engine ranking, they might signal Google that something is suspicious about your website.
Never ever buy backlinks
It is always tempting to pay to get inbound links without much struggle. However, Google’s Algorithm is much clever than you can imagine. It can easily determine such suspicious action and punish your whole website. The websites that sell backlinks work with multiple customers and you never know how long it will take to Google to spot their unusual activity.
In some cases, buying Inbound Links can truly improve your ranking. However, it is a short-time solution that might have detrimental consequences in the long run. Even though many people claim that such actions truly help, I would suggest never buying backlinks.
Avoid links that are easy to get
If you search in Google, you will find websites that offer free backlinks. However, there is always a catch that you have to be aware of. Even if such easy links don’t raise any suspicion (that is unlikely) they will still offer low value. Backlinks from websites without good domain authority might even harm your ranking.
Don’t get involved in link shares, link swaps, or any other similar agreement
Basically, any backlink acquisition method that requires you to do something instead can affect your ranking negatively. Increasing the reach of one page by endangering the whole website is not worth it. If the website owner offers you such an option, most likely he did the same thing with other people. Hence, any outbound link from their website might be labeled as spam by Google.
Make sure the page looks at its best
If you followed all the steps you will already be on the right track in terms of on-page SEO. However, double-checking your page before publishing it is essential. Websites might always have some flaws that you have not noticed before. Hence your page might get distorted and detract visitors. Make sure you review your page before publishing to determine such flaws.
Similarly, check after publishing how its appearance in SERP. Unless you use the keyword that has high search volume but no relevant results (P.S. you might have some superpower if you find one) you will not find your article instantly on the first page of SE.
Takeaway
As you have seen on-page SEO requires explicit planning and implementation. However, after some time it becomes a habit that you don’t even think about while writing content. Google truly cares about visitors’ satisfaction more than anything else but SEO can give you a competitive advantage. On-page optimization might require extra time but it will definitely pay off. If you follow all the suggestions above, you can be convinced that you will rank well (assuming the overall performance of the website is competitive as well). However, SEO best practices change time by time, and make sure you follow Google Algorithm changes.