Out of all the SEO techniques, on-page optimization is the one we have most control over. On-page SEO makes webpages more relevant to search queries, which ultimately generates more traffic. This strategy involves helping users find content relevant to their issue. Hence the efforts should focus on making content as helpful and relevant as possible. Websites have different design, page layout or subject matter, but the following on-page rules apply:
1. Better title tags:
The first thing a user sees after performing a search is not the webpage but the title tag displayed in the search results in the form of a blue link. This title tag when shared on social media becomes the main heading. We can optimize this by two ways:
- Firstly, the keyword can be used in the title, which allows the search engine to figure out what the page will likely be about. Also, we can create attention grabbing titles. This causes our webpage to stand out resulting in extra clicks. The result depends on the type of page and the specific audience.
- Secondly, by knowing that different content types have different title tags. A blog post and a product description page do not have the same title tags. Take a closer look at the titles by going through the pages. How are the keywords used? Are the title tags interesting? Title tags are different for each webpage, and their length is shorter than 65 characters.
2. Use more interesting meta descriptions:
Similar to the title tags, meta descriptions can also improve the SEO of a website. Meta descriptions are small text paragraphs which appear in search results below a webpage’s title. They provide a short abstract of the webpage’s content. These are not considered as ranking factor, but a good meta description can influence click-through rates. This causes the result to stand out. It is always a good strategy to invest time and effort on improving meta descriptions which improves SEO. For starter, use the Search Console for the description which Google suggests. Also, use crawlers to scan the full site and identify webpages with ugly/missing meta descriptions.
3. Don’t worry about the meta keyword tag:
Another piece of advice, meta keyword tags are not a big deal as they do not help in SEO.
4. Making the most of images:
Using images is also a great way to enhance SEO of a website. Just remember to keep the images as small as possible by decreasing their size (both in physical size and data) so they can be loaded faster. Provide descriptive filename, and use descriptive text to aid search engine in understanding the image purpose.
5. Having descriptive URLs:
Most websites can optimize and review their URLs, while creating new webpages. We can make the most by keeping URLs readable, short and subject-keyword-rich.
There are some rules, like avoiding underscores and using hyphens instead, along with inserting the primary keyword – preferably in the starting words. Use these to reflect site hierarchy while keeping them simple and short is best strategy.
It is not an optimum strategy to use auto-generated URLs in CMSs – because they use codes for product description, whereas we desire descriptive text. For instance: www.store.com/product/sg/&categoryid=2&productid=764384 is technically correct, however we prefer something like www.store.com/mobiles/huawei-p20-pro77569 because it is more descriptive. This allows the user to guess what kind of page the URL is referring to.
6. Have clear headings:
Main heading of a page informs users, and search engines about the page. Heading or sub-heading on the webpage can be marked using Heading tags. Also h1 tag show primary header. Use crawlers to search for all the h1 tags in a site. Are they describing the page correctly? Is the keyword target used? And is the title tag matching with the content of the page.
People get annoyed and angry when title tag highlights one thing, and the page content is not matching with the main heading. Avoid repeating the keywords in the sub-heading- use natural language and variation to describe the content.
7. Improving content:
Now for the final touch. Take a look at the content of the page. Does it completely describe the subject/topic in question? Are all the relevant keyword variations present? Is it addressing the questions of the audience? Is it well written and engaging?
Good quality content is always ranked high on search engines. So try to improve the content as much as possible. Search for sites which rank better with your targeted keywords. Think about how can the content be made much better? How can the content solve the problem of the audience?