Time to go back to basics when it comes to creating online visibility for your business. On-page SEO is a process that needs to be done regularly and we have a few tips to help you with this process.
What is on-page SEO?
On-page SEO is focused on optimizing each and every page of your website in order to rank higher in the search engine results pages.
This simple task helps both the search engine and the human. It helps the search engine better understand the content and context of your web pages. It helps the human to know what your web page is about when it appears in the search engine results. This helps drive more relevant traffic to your website.
If you write for the human and then implement the proper optimization for the search engines, your content will naturally become more visible.
Although simple to implement, many still take the lazy road and omit this piece of the process from their content marketing activities.
On-page SEO tips
Investing in original, quality content creation is no longer an option if you are serious about inbound marketing. Rather than play games with search engines, provide them what they want, written in a way that helps them index and rank your content more effectively. Develop a solid SEO content strategy for your business and produce the content your audience truly wants.
When you write the content for your website, it’s important to follow SEO best practices. Keep these following on-page SEO tips handy. The more you do them, the more they will become a habit, implementing them as you write.
Start with keyword research
Before you start optimizing your content, do some keyword research and build your list. Think about how your prospects and customers search for your products and services. Come up with a list of the top 10 keyword phrases that you absolutely want to rank high in the search engine results. Then focus on using those appropriately on your site, especially on your pages. For your blog posts, you most likely will have a longer list of keywords that you want to use for blog categories.
Quality content written to focus on specific keywords has several benefits:
- Content will meet the needs of your audience
- Clearly written content will enable your audience to better understand what you are writing about
- Search engines can index your content specifically for how you want to be found
Read about keyword research in How to do Keyword Research for SEO.
Write quality content using variations on your main keyword phrase
Your top priority is to write quality, original content that helps your reader in some way. If you plan your content using an editorial calendar, you will be sure to write about a diverse set of topics relevant to your industry.
- Make each page or post of your website about a specific topic, which naturally optimizes the page.
- Incorporate the most important keywords early in the copy (within the first 50 – 100 words).
- Create long form, evergreen or cornerstone content as it ranks better than short.
Use heading tags (H1 through H6) strategically on your page
Use of heading tags in your content helps your content for both SEO and usability.
- The reader skim your content for areas of interest
- The search engine relevancy by comparing the heading to the content below
You should only have one heading 1 (h1 tag) on your page and that heading should contain your primary keyword phrase. Plus your h1 tags should be unique across all pages and posts.
Use heading 2 through 6 to break up the content to make it easier to read. Use your keywords in the headings naturally – do not practice keyword stuffing in the headings (or anywhere) ever!
Optimize your images (one of the most forgotten SEO tactic)
Including images in your content helps the user experience. But you can strengthen your on-page SEO by optimizing the images as well.
- Rename your image to include your primary keyword phrase
- Include your primary keyword in the alt text (and don’t forget to fill this in)
- Add a unique title to the image that stays relevant to the content
- Resize your images to ensure they are lightweight and load quickly
Search engines do look at the alt tags as another piece of data to determine the focus of your page.
Read about image optimization in Image Optimization Tips for SEO.
Link to other content internally and externally
When you are writing content, you should have a mix of both external links to quality content and internal links to other content on your website.
Linking internally makes it easy for search engines to navigate. Internal links also helps the human to find more content to investigate, keeping them on your website longer.
But you should also link externally to other sites. Linking to reputable websites and supporting content provides your readers with additional information. And don’t over do your external links. Too many links that keep sending visitors to another site can be frustrating. Plus overtime, some of those links may disappear, causing broken links and a poor user experience.
Optimize anchor text strategically (and smartly)
Anchor text is the content that is used in a link. Crafting the text you use to link to content for both internal and external links can have a positive effect on your ranking.
Done wrong, however, and your site can be penalized.
How should you link to content?
- Make the link feel natural to the flow of your content. As seen above, I used “optimizing your images” as the anchor text to a blog post on image optimization.
- Don’t overdo keyword-rich anchor text. Keep the anchor text in context with the content but mix it up.
- Avoid generic links such as “click here”. Don’t waste an opportunity to be more descriptive.
Read about anchor text best practices Anchor Text: Types, SEO Implications, and Best Practices.
Create unique page titles using relevant keywords.
The title meta tag is the most important tag on your page. The content in the title tag is what is displayed in search engine results in organic listings and in the tab of your browser.
Unlike humans that think of your Website as one entity, search engines rank each page independently and the title tag helps it determine what the page is about, which is then compared to the rest of the page.
You should be using an SEO plugin for WordPress (Yoast SEO or All-in-One SEO) so you can:
- Create keyword rich page titles for each page that describes the content.
- Use the blog post title for the page title.
Keep title tags descriptive and within the 60 character guideline so it gets displayed in full.
Control the content that shows up in the search engine results
The meta description is important for increasing traffic to your website. Even though a study finds Google ignores meta descriptions over 70% of the time for pages on the first page of search results, it is still important to write your own. Writing quality descriptions for each page and post can increase click-through rates from the search engine results pages to your website. If you let the search engines pick the content for the descriptive text, you may not have the best content shown.
Tips for writing meta description tags:
- Be specific about what is on the page or post so users know what they will get if they click
- Use your primary keyword phrase in the meta description
- Include a call to action for web pages, including a phone number if relevant
- Keep the description to around 155 characters so it appears in the search results completely
So although search engines don’t use the meta description directly for indexing data, a well-written meta-description will give the reader a reason to visit your site. WordPress SEO plugins help you write them more effectively.
Create keyword rich page and post URLs
WordPress creates page and post URLs based on the titles used. Therefore, think about what you want to call the page that gets you the most benefits.
Having a services page is nice, but everyone has a services page so what does that do for you?
Turn your “Services” page into one that is more descriptive “Inbound Marketing Services” or “Personal Training Services“. When WordPress creates the permalink, it will create the following:
Now when someone is searching for personal training services or inbound marketing services, your page will have a much better chance of showing up in the results.
For blog posts, let the URL be formed from the post title unless your title is long. For this post, I shortened the URL to /on-page-seo/, using my focus keyword phrase.
Add your XML Sitemap to Google Search Console and Bing Webmaster Tools.
Your sitemap tells the search engines where to find your content to ensure that the important pages on the site get indexed. This is especially important on websites where content changes frequently (i.e. your Blog) or have a large number of pages. Yoast SEO plugin creates the sitemap for you. Customize your sitemap and only tell the search engines to index the pages and posts. Add no-index to pages you don’t want to have indexed.
Keep your site structure simple.
Your website navigation should make it easy for visitors to find what they are looking for quickly. From the homepage, keep your content within 3 levels of the homepage. If humans can’t find your content, neither will the search engines. Important content should be linked directly from the homepage.
Other technical SEO tips
Ensure your website is mobile friendly
Google wants to provide a quality experience for users regardless of the device they are using. In fact, since most people are now searching using a mobile device, Google is taking steps to index content based on the mobile version of the website’s content. This is called mobile-first indexing.
To ensure that your website shows up in the search results, it needs to support screens of all types and sizes. The best way to do this is to make your website mobile responsive, where the content is equivalent across mobile and desktop.
Most of the modern WordPress theme frameworks all support responsive design features. It is a matter of implementing them properly to garner the best results.
Ensure your website is secure
Google Chrome now classifies all websites without SSL encryption as unsafe and indicates as such with more visual cues. And although not a big ranking signal, having an SSL certificate does help with your website’s visibility.
There are benefits of installing an SSL certificate that go beyond search engine results:
- Increases your website’s security and protects sensitive data being entered through contact forms
- Builds trust between you and your visitors in general and especially if you have a membership or eCommerce website
- Makes your website and your business look more professional.
Having the padlock symbol in the browser sends a message that you are concerned about your visitor’s security.
Test for website speed
A slow-loading website will hurt your visibility in the search engine results. The search engines want a quality experience for users and a slow website is not that.
Run speed tests using any of the page speed tools:
- Google Page Speed Insights – good for checking your server response time. Too slow? Change hosts.
- Pingdom – provides load time, how you stack up against other sites and physical file size. Good to see where you need to focus.
- GTmetrix – similar to Pingdom, provides load time, page size and number of requests.
Optimize images, remove unnecessary plugins, use minimal number of fonts and try to load them from your site directly rather than call them from Google fonts. Small changes can make a big difference in the performance of your website.
How important is on-page SEO?
Why spend time writing content if it isn’t visible?
Your content maybe awesome, but if no one knows about it, it’s useless.
Don’t take short cuts. The goal of producing content is to help the searcher satisfy their need. And nothing feels better than having your phone ring and a prospect is calling you because they found you on the Internet and you helped them in some way.
Make it a habit to use these tips when you are doing the on-page SEO for your content. And if you need additional help, check out this 20 step guide to WordPress SEO. You will be rewarded with better search engine placements for greater visibility.