On-page optimization, simply put, refers to both the content and HTML (hyper-text markup language) source code of a page. It is a portion of search engine optimization (SEO). Hence, you should be aware of your SEO factors and what they can do for your business in the on-line world. Your use of special words and phrases consequently may help or undermine your business when people search for online information.
According to Google’s Search Engine Optimization (SEO) Starter Guide, when search engine optimization (SEO) is tweaked, it “could have a noticeable impact on your website’s user experience and performance in organic search results.” Therefore, it helps the search engine “understand and present content.”
Search engines use on-page factors, such as keywords and phrases, to determine relevancy (or popularity) to the search criteria. As a result, the more relevant and more popular the website’s content, hopefully, the higher the ranking in search results. Consequently, this occurs because most searchers don’t look beyond the first search engine results page (SERP).
Most small businesses concern themselves with the non-technical aspect of on-page optimization; their content. They leave the HTML (hyper-text markup language) aspects to their website designer or SEO professional. (See “Do you need an SEO expert?)
Crafting Your Content
One of the primary suggestions Google recommends is to create content focused upon the needs of your viewers. In other words, identify the search intent used by those interested in offerings, such as yours, and how they research this particular want or need.
Design your content to “connect with people at the exact moment they are looking for something.” Google names these intent-filled moments as “micro-moments”. One way to define intent or micro-moments is to establish what keywords or phrases are used to discover similar content.
Craft your content to your human audience. Use important keywords in unique descriptive titles. Well written content should also include your keywords and long-tail phrases. Use these keywords and phrases in your material without “keyword stuffing.”
On-Page Tech Considerations
On-page optimization is controlled with content, too. Here are a few technical considerations you may use for on-page optimization.
|HTML Code||Google’s Best Practices|
|<title>Title Tag</title>||Use between 50-60 characters to display your titles properly.||Accurately describe the page’s content.|
|Important Keywords should be First||Use brief, but descriptive titles.|
|Use Unique Titles||Create unique titles for each page.|
|Meta Tag Description||Between 50-300 characters||Use unique descriptions for each page.|
|Well written description of content||Accurately summarize the page content.|
|Image ALT Tags||Use image ALT attributes and descriptions||Use brief descriptive filenames and alt text|
|Important principle of web accessibility. Visually impaired users using screen readers will read alt attribute.||Supply all text when using images as links|
|ALT tags are loaded when an image cannot.|
|Provide better image context / description to search engine crawlers, to help index an image properly|
|<h1>Heading Tags</h1>||Avoid using too many H1 tags||Image you’re writing an outline; use headings sparingly across the page.|
Organized Quality Content
Researchers will know good content when they see it and will want to help other interested ones to see it too. They could share your content through blog posts, social media networks, email, forums, and other ways. Besides creating original well-written material, anticipate how researchers will locate and work with the information that you provide. Arrange your topics clearly. Design your site with your viewers needs foremost.
When linking to other material, whether it is on your site or an other, make sure that your “anchor text” provides a basic idea of what the linked page is about. Don’t link text that is off-topic or has no relation to the content of the page. Aim for short but descriptive text and make it easy for viewers to know that this is a link. However, just as hanging out with the wrong crowd could hurt your reputation, avoid linking to sites that can damage your online reputation. (Use the “nofollow” attribute.)
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