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On-page SEO Basics

Learn more about how on-page SEO can help rank a website higher, drive more traffic, and convert more visitors with Search Hustle.

On page SEO Basics

Many small business owners fall into the trap of thinking they’re done with on-page SEO after sprinkling keywords here and there on their site. However, that’s a dire mistake that can end up costing vital traffic and conversions that a business needs to succeed online.

About 60% of users who are searching for something specific online will click on one of the top three search results shown. That means if a business isn’t ranking near the top of the search engine results pages (SERPs), then they’re missing out on a *lot* of clicks. And those missed clicks mean a loss for page views, subscriptions, sales, and repeat business.

What is On Page SEO

What Is On-page SEO?

Sometimes referred to as on-site SEO, on-page SEO is the practice of optimizing various web page components to rank higher in search engines. The different on-page SEO elements include both written content and the HTML source code.

This type of SEO is known as “on-page” because the optimizations made on the website are visible to visitors or bots on the page. Learn more about off-page and technical SEO and how they overlap and differ from on-page SEO.

Why Is On page SEO Important

Why Is On-page SEO Important?

The goal of on-page SEO is to make it easier for users & search engines to understand the web pages and its relevance to a searcher’s query

A great on-page SEO strategy will help make webpages more valuable and usable. In turn, this helps to improve its ranking and visibility in search results on search engines like Google. Essentially, on-page SEO optimization is meant for both human eyes and also search engines.

On page SEO Factors to Optimize

On-page SEO Factors to Optimize

When looking at on-page SEO, it’s important to know that the various elements to optimize can be classified under three distinct categories.

Content Elements

Content elements include different aspects within both the website copy and content. Essential content elements that should be optimized include:

  • Content – Users want high-quality content that is relevant to their search query. When crafting content, be sure to stay on topic, consider the buyer’s journey, target researched buyer personas, and aim for conversions by incorporating calls-to-action.
  • Keywords – Conduct keyword research to target high-value keywords with low difficulty scores. Aim for long-tail keywords, as these have a click-through rate of 3% to 6% higher than generic searches. Keywords should be placed within the page titled and wrapped in an H1 tag, as well as sprinkled throughout the copy itself.
  • Quality images – Any images used should be high-resolution and preferably as original as possible.

HTML Elements

Don’t forget to also look into the source code of the website. Optimizing these key elements will not only help to organize content on the website to make it easier for readers to find content relevant to their wants and needs, but also help search engines understand the context of the content and rank it accordingly.

The different HTML elements that should be attended to are:

Site Architecture Elements

The parts that make up the website and site pages are the site architecture. Optimizing the site architecture is paramount because it is what can help search engine bots crawl the website and rank every site page.

Some of the site architecture elements that should be checked include:

  • Page URLs – To keep the site organized and consistent, using keyword-rich page URLs is important. The auto-generated URLs that are comprised of random numbers and letters thrown together are worthless to SEO. However, a URL that is specific and includes a keyword goes a long way toward helping a site page rank.
  • Internal linking – To create a helpful roadmap for users that leads to other relevant information, internal links are incredibly useful. Using internal links throughout the website can help keep users on the site longer, which then tells search engines that the content is valuable.
  • Mobile responsiveness – An important ranking factor is how fast a website loads for mobile devices. The Google Mobile-Friendly Test tool can help determine the responsiveness of a website.
  • Site speed – Multiple studies have shown that if a site takes longer than 3 seconds to load, users are more likely to bounce. A business website must be able to load fast if it wishes to stay competitive. Google’s PageSpeed Insights tool can analyze a site page and give a performance score and suggestions for how to improve the loading speed.
On page SEO is the Starting Point

On-page SEO Is the Starting Point

In order for a website to rank high in the SERPs and gain new leads and conversions, the importance of on-page SEO cannot be understated. There are multiple factors that must be optimized to help users find the content they’re interested in and to assist search engines in crawling pages.

However, be sure to not stop at on-page SEO. There’s also off-page SEO and technical SEO that must be seen too as well. Once these different types of SEO are all taken care of and working in unison, that’s when a website can expect to see continuous organic traffic, high rankings in the search results, and earn clicks and conversions.

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