On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals.
Now that you know how your target market is searching, it’s time to dive into on-page SEO, the practice of crafting web pages that answer searcher’s questions. On-page SEO is multifaceted, and extends beyond content into other things like schema and meta tags, which we’ll discuss more at length in the next chapter on technical optimization. For now, put on your wordsmithing hats — it’s time to create your content!
On-page SEO belongs to the most essential aspects of website optimization. The question is: How to get started with on-page optimization? And how to continue? We’ll guide you through the key things you need to look at if you want to optimize your website properly.
Q1. WHAT is on-page SEO?
A. On-page SEO refers to the optimization of website structure and content – anything that is on the page (as opposed to off-page SEO).
If you imagine SEO as a bowl of soup (our favorite metaphor), the off-page SEO covers mostly link building and on-page SEO covers these two aspects:
- Technical stuff
Q2. HOW to do on-page SEO?
A. Mastering on-page SEO requires broad knowledge, as it includes many aspects. Now how do you ‘optimize’ that page so that Google not only understands what the heck it’s about but also realises that it deserves a place on the first page of the search results. It’s easier than you might think. What follows is some practical advice for doing just that.
In this guide, we’re going to walk you step by step through the most important on-page success factors and techniques.
- Get in the game by optimizing for ‘search intent’
- Strategically place your target keyword in the title, meta description, and H1 tags
- Use short descriptive URLs
- Use descriptive alt tags for images (and optimize your image file names)
- Use Schema markup (where appropriate) to increase CTR
- Increase ‘topical relevance’ to make things easy for Google
- Keep your content simple and readable
Q3. WHY should you work on the on-page SEO?
A. Because it is an integral part of SEO that can help you get higher rankings, reach a bigger audience and get more organic traffic.Unlike off-page SEO, on-page SEO is fully under your control.
Google, with its plethora of complex algorithms, is now much better at:
- Understanding what users are actually searching for when they type a query.
- Delivering search results that meet user intent (informational, shopping, navigational).
Adapting to this development is essential, and you can do it by ensuring that your website and its content – both what is visible to users on your webpages (i.e., text, images, video, or audio) and elements that are only visible to search engines (i.e., HTML tags, structured data) – are well-optimized according to the latest best practices.
Q4. WHEN should you do on-page SEO?
A. Some things require a one-time setup when starting with the website (e.g. page structure, HTTPS, website speed optimization), other activities are needed every once in a while – you need to take on-page optimization into account every time you publish a new blog post.
On-page SEO should be be done even if you rank #1 in the search results because SEO is an ongoing process.
Q5. WHO should be doing on-page SEO?
A. Any website owner, blogger, online marketer or SEO specialist. In fact, anyone trying to rank a website in search engines.
Q6. WHAT are on-page SEO factors?
A. On-page optimization consists of many steps.
Here’s a list of the 12 important on-page SEO factors that have a direct or indirect influence on the success of your website.
1. Crawlable website – the website is crawlable and indexed by search robots
2. Site architecture – there is a clear structure and logic in the architecture of the pages
3. Quality outbound links – the website is linking to high-quality external resources
4. Website speed – the pages load fast on all devices
5. Mobile friendliness – the page renders on every device and browser properly
6. Use of HTTPS – the website is secured and has an SSL certificate
7. User-friendly URLs – URL addresses are simple and UX-friendly
8. Well-targeted content – the page targets a specific search intent
9. Keyword optimization – the page uses relevant keywords in relevant places
10. Image optimization – the images are optimized for search engines
11. Readability and UX – the text is well-optimized, readable and UX-friendly
12. Click-through rate – the page has optimized title tag and meta description