Search Engine Optimisation (SEO) is perhaps one of the most crucial aspects when it comes to Internet marketing. It is a sophisticated approach involving an array of factors that can affect your ranking and requires a deep understanding of its inner workings to achieve the results you want. SEO is comprised of various tactics and online tools that you can use to enhance your website’s standing in search engines.
As you explore SEO, you’ll soon realize that it also has other parts to it that can help improve your organic campaigns. Onsite optimisation is one of them, and this method involves several elements that will make your website more compatible for search engines.
What is Onsite SEO?
Onsite SEO, or on-page SEO, is the act of ensuring that your website has all of its pages, tags, titles, content and structure optimised with the right keywords. In simpler words, it means adjusting your website to make it more appealing for search engines to crawl. The more relevant data that can be acquired on your site, the higher your chances of being ranked faster.
Fixing all of the on-page SEO problems of a website is one of the first steps experts take in optimising it.
Categories Accounted in Onsite SEO
All of the aspects accounted in onsite SEO when combined, can be used to enhance one’s website rankings in the search results pages. Google continues to be more sophisticated and wants to give its users the best experience possible. This can be done by making sure the websites it returns to them are relevant.
By putting effort on the following categories, you’re stacking the odds in your favour to let search engines prioritise crawling your website.
This is one of the most essential aspects when performing on-page SEO. Some of it isn’t as useful as they once were, but if done right and optimised, can surely enhance traffic on a website.
The meta tags of a website are used to give search engines an idea of what your page is all about. Having the best meta tags in place can influence people to visit it more often and improve the site’s click-through-rate.
This is the tag people see when they search for something on the Internet and outlines to search engines what your page is about. When Google begins ranking web pages for certain queries, it checks the title tag of a page and then compares the rest of its content to see if they are relevant.
There are SEO plugins that let you create customised title tags to make it work better for search engines.
These descriptions are the ones that users will read to know what they can expect from a page before visiting them. Although it doesn’t affect direct ranking, search engines look at meta descriptions too and will judge if it is relevant enough to provide value to the audience.
Well-made meta descriptions are able to give brand websites a competitive advantage in terms of search results, with a higher click and conversion rate than those who don’t.
Every landing or blog page should incorporate several heading tags beginning from the h1 down to the h6, if possible. The reason for this is because these headings represent the various sections of your page’s content and search engines take these into account.
It’s important to keep in mind that a page should only have a single h1 tag while h2’s and onward can have several.
The trick to writing ideal URL strings for search engines is to have them as concise and easily readable as possible. Experts found out that these shorter URLs tend to be ranked well than others.
So what you want to do is to make your URLs brief. The shorter they are, the easier for them to be shared or embedded to give users a better experience. You’ll want readers to immediately identify what the page is all about without seeing weird symbols, numbers and the like in the string.
The keywords you use are still important in today’s SEO landscape. Just like meta tags, you decide whether you want to outline multiple instances of them to target several queries or focus on a single keyword only.
Targeting specific keywords are important as their correct application can affect the ROI on your online marketing investment. The higher the understanding you have on keywords, the better you will use them to strategize your SEO campaigns.
To make the most out of your onsite optimisation, make sure you’re researching for keywords that can convert in the long run. You don’t want to end up being first in the search results only to find out that you haven’t been getting the conversions you’re looking for.
Google AdWords Keyword Planner is a great start to see the volume of searches for a certain keyword and analyse what people are targeting. The tools also provide variations of a chosen keyword that you can incorporate as well to improve page optimisation more.
Knowing that search engines are looking for reasons to match a web page’s content with user intent, you’ll want to have yours explained as clearly as possible. The Internet has a lot of clutter when it comes to content, and that’s why you want yours to stand out.
One of the most common things you’ll hear in the SEO world is that “content is king” and that is true. In fact, both SEO and content marketing have a lot of factors that overlap each other that they are basically a necessity of each other.
The content your site has revolves around providing users with relevant information through the use of keywords that also appeal to search engines. This is what technical SEO should be and should make up a huge portion of your onsite efforts.
Furthermore, the content that you provide to your readers should prove that you are indeed an authority in your industry. The best content is one that speaks to them and shows them the value that you offer while encouraging them to engage more with your company.
Internal Link Building
The links that you have on your web pages carry a lot of weight in SEO – possibly even the most. Getting links back from quality sources and known authority websites can truly enhance site optimisation and user experience as well.
This concept is similar but it is more focused on using your most popular web pages and adding internal links to other pages that you want to promote. This shared link juice is a good way to build the authority of newer and less popular pages.
Although the practice of earning these links is a part of your off-site SEO strategy, you can use extra content marketing, email outreach and other ways to build links that lead to your website. By focusing on your pages, the internal links will reinforce the keywords you use and allow Google to know where it should rank each one. Aside from that, internal link building also improves the “crawlability” of a website, by showing search engines its core pages.
In order for your pages to be relevant and for onsite optimisation to get better, a website has to be mobile-friendly moving forward. This is because a responsive website aims to give the best experience to users, no matter what device they use to get there.
This is especially important because a higher number of people are now using their mobile devices to browse the web. Checking to make sure that your site is ideal for mobile browsing can satisfy your potential customers and increase the chances of them converting down the road.
With the technology we have nowadays, speed has become a crucial factor especially in website browsing. Nobody wants to wait anymore and if a page doesn’t load immediately, many people will just skip it for another website that can do better. Of course, you don’t want to be the site owner who has a website that takes several seconds to load up.
This is quite true since studies have found that people generally leave a website that doesn’t load in at least 3 seconds. Furthermore, research has proven that those that load faster have significantly better ranking in search engines.
There are many tools that you can use to make sure that your site’s performance is up to the right standards. These apps can be used to provide you with the things that you need to know what you need to fix with your website speed.
The Ideal Page
From top to bottom, you’ll want to make sure that your website browsing experience is as seamless as possible. Everything from its appearance to all of the technical backend aspects should be optimised with the user in mind.
The goal in digital marketing is to make sure your audience knows what you offer and the value they get in engaging with your brand. What you want is to guide them to perform the desired action on your website.
By making sure that you’re giving search engines the right signals, you’re improving your chances of getting ranked higher than your competition. And onsite optimisation is one of the best ways to enhance your technical SEO.
If you’re looking for help with your SEO campaigns, book a strategy session with our SEO team now to learn how we can help.