On-Page SEO Best Practices

Arthur Fabik

On-page SEO is a foundational element of your website's visibility in search engine results.

By optimising each component of your website's pages from titles and meta descriptions to content and images, you enhance the ability of search engines to understand and rank your content.

A well-implemented on-page strategy ensures that your site's pages are accessible to your target audience when they search for relevant topics or keywords.

To establish an effective on-page SEO approach, you'll need to focus on creating high-quality content that addresses the needs of your audience.

Each page should aim to provide valuable information that's not only well-structured with headings and subheadings but also engaging and easy to read. Additionally, strategic placement of relevant keywords, without overstuffing, helps signal to search engines the context of your content, improving the chances of your pages being considered a suitable match for search queries.

Beyond content, various technical aspects of your site contribute to on-page SEO as well. Optimising your URLs, utilising responsive design, and ensuring swift page load times are all aspects that influence user experience.

A positive user experience encourages longer site visits and better engagement metrics, factors that search engines take into account when ranking pages. By prioritising these elements, you can build a solid on-page SEO framework that supports greater online visibility for your website.

Understanding On-Page SEO

On-Page SEO is essential for improving your website's visibility by making it more appealing to search engines like Google. You'll learn how to establish relevance and trustworthiness through EAT, select the right keywords, and craft content that meets user intent.

The Fundamentals of EAT

Expertise, Authoritativeness, and Trustworthiness (EAT) are vital to your website's performance. Google uses these criteria to evaluate your content's quality and reliability. To excel in EAT:

  • Expertise: Ensure your content is written by knowledgeable authors or backed by experts in the subject matter.
  • Authoritativeness: Build a reputation in your niche through endorsements, such as high-quality backlinks.
  • Trustworthiness: Secure your site with HTTPS and be transparent with contact information and privacy policies.

Exploring Keyword Research and Selection

Effective keyword research involves understanding the terms your target audience is searching for and the intent behind these searches. Focus on:

  1. Relevance: Choose keywords relevant to your content and your audience's needs.
  2. Search Volume: Prioritize keywords with a significant amount of searches.
  3. Competition: Assess the competitiveness of keywords and aim for those you can realistically rank for.

Tools like Google's Keyword Planner can help you find the right balance. Remember, it's not just about the keyword itself, but also about the search intent behind it. Align your content with what users are looking to find to improve your SEO.

The Role of Content in SEO

Creating high-quality, helpful content is at the heart of on-page SEO. Your content should:

  • Address the user intent behind the search query.
  • Provide comprehensive information that's more helpful than what's currently available.
  • Be structured with clear headings and subheadings to enhance readability and navigation.

Additionally, include your primary keyword in the title, headings, and throughout the content where it fits naturally. This practice helps search engines understand the topic of your page, increasing the likelihood that it satisfies the matching search query. Use bullet points, tables, and other formatting tools to make your content easily digestible for both users and search engines.

Optimising Structural Elements

To enhance your website's visibility in search engine results, it's essential to optimise the structural components of your web pages. This involves refining HTML elements and ensuring the architecture of your site facilitates easy navigation for both users and search engine crawlers.

Title Tags and Meta Descriptions

Your title tag is a major factor in helping search engines understand the content of your webpage. It should be precise and include your primary keyword. An effective title tag is typically no longer than 60 characters to prevent truncation in search engine results. Your meta description offers context about the web page's content and should be engaging, using relevant keywords within a 160-character limit. Both these elements are crucial as they appear in the search results and influence click-through rates.

  • Title Tag Example:
  • <title>SEO Tips for Your E-commerce Site | BrandName</title>
  • Meta Description Example:
  • <meta name="description" content="Explore expert SEO strategies to boost your e-commerce site's visibility and drive more sales. Click to learn more!">

URLs and Site Hierarchy

Crafting SEO-friendly URLs is pivotal in enhancing your site's navigability and relevance. A clear URL structure with keywords improves user and search engine understanding of the webpage's context. Maintain a logical hierarchy that reflects your site's organisation, supporting users in seamlessly navigating from general to specific content.

  • URL Structure:
  • Home > Category > Sub-category > Product
  • SEO-Friendly URL Example:

Header Tags and Content Structure

Header tags, including H1 through H6, organise content and help search engines grasp the structure of your webpages. Your H1 is the primary header, often mirroring the title tag, and should be used once per page to emphasise the page's main topic. Subsequent headers (H2, H3, etc.) break down content into digestible sections. Use these tags consistently to create a clear, hierarchal flow in your HTML code.

  • Header Hierarchy Example:
  • H1: The Ultimate Guide to Running Shoes
  • H2: Choosing the Right Pair
  • H3: Assessing Your Foot Type
  • H3: Understanding Shoe Features
  • H4: The Role of Shoe Cushioning

Enhancing User Experience

User experience is a critical factor in on-page SEO, influencing both your site's rank and its ability to engage and retain visitors. By focusing on the speed, accessibility, and navigability of your website, you can ensure a satisfying experience for your users.

Site Speed and Performance

Your website's performance is pivotal to user satisfaction. Page speed can significantly determine whether a user will stay on your page or not. Use tools like PageSpeed Insights to diagnose and improve loading speed. Here are some specific actions you can take:

  • Compress images and minimise file sizes.
  • Leverage browser caching.
  • Minimise HTTP requests by combining files and scripts where possible.

Improving these elements can decrease your bounce rate and potentially help your pages rank higher.

Mobile-Friendliness and Accessibility

A user-friendly approach includes offering exceptional mobile experiences. With an increase in mobile traffic, ensure your site is optimised for mobile devices:

  • Use responsive design to provide a seamless view across all devices.
  • Make sure interactive elements are easily clickable and that text is readable without zooming.
  • Consider accessibility needs such as screen reader compatibility and voice commands.

Enhanced mobile use correlates with improved engagement and organic CTR (click-through rate).

Internal Linking and Navigation

A clear structure with strategic internal linking bolsters both navigation and SEO. Here's how you can optimise your internal links:

  • Use descriptive anchor text for links to help users and search engines understand the content of the target page.
  • Create a logical hierarchy with your headings and subheadings to aid in easy navigation.
  • Regularly check for and fix broken links, which can negatively impact user experience.

Link building within your own site can guide visitors to high-quality content and keep them engaged longer, potentially leading to better rankings.

Content Optimisation Techniques

Implementing the right content optimisation techniques ensures that your website not only appeals to your audience but also aligns with search engine guidelines to improve rankings. Balance relevance, quality, and optimisation in each piece of content you create.

Creating High-Quality and Relevant Content

High-quality content is the cornerstone of on-page SEO. Your primary focus should be on producing materials that offer specific value to your readers. This includes:

  • Unique content that is not repetitive or duplicated elsewhere.
  • Relevant topics that resonate with your target audience, establishing your site as an authoritative resource.
  • Short, clear paragraphs and lists or bullets to break up text, making it easier for users to read and engage with your content.

Optimising Images and Multimedia

Images and multimedia greatly enhance the user experience when they are properly optimised. For image optimisation, consider the following practices:

  • Use descriptive, relevant file names for your images.
  • Add image alt text that accurately describes the image content, assisting both search engines and users with accessibility needs.
  • Ensure your images are optimised for fast loading, using the correct file format and size.

Avoiding Common Content Pitfalls

Avoiding pitfalls in content creation is just as important as the content itself:

  • Stay clear of duplicate content; it dilutes your SEO efforts and can result in search engine penalties.
  • Always keep your content specific and to the point to maintain user engagement.
  • Regularly update your material to ensure it remains current and relevant, reflecting the latest information and trends in your field.

Advanced On-Page SEO Tactics

In this section, you'll explore sophisticated on-page SEO tactics that can enhance your website's visibility in search engine results pages (SERPs) and improve user engagement. By effectively applying structured data and understanding the influence of external links, you can fine-tune your website's on-page elements to stand out in a competitive digital landscape.

Leveraging Schema Markup

To give search engines detailed insights into your page content, Schema markup is a vital tool. This form of structured data helps create rich snippets which can catapult your page to a featured snippet position in the SERPs. Here is how you can leverage schema markup:

  • Identify the most relevant schema type for your content. Whether it's an article, event, or product, choose the appropriate schema.
  • Use Google's Structured Data Markup Helper to generate your markup code.
  • Implement the markup in the HTML of your web pages.
  • Test your implementation with Google's Rich Results Test to ensure it's working correctly.

A table showcases examples of schema types and their impact:

Schema TypeSERP FeatureArticleNews CarouselEventEvent Rich SnippetProductProduct Information

Understanding the Influence of External Links

External links are hyperlinks that point to any domain other than the source one, and they can be influential signals to search engines about the relevance and credibility of your content.

  • Anchor text should be relevant and provide context. Avoid over-optimisation, which can appear manipulative to search engines.
  • Aim for backlinks from high-authority domains as they can pass more value, colloquially known as 'link juice'.
  • Diversify the types of domains that link to your content to create a natural link profile.
  • Regularly monitor your external links to ensure they maintain relevance and do not become broken over time.

In summary, advanced on-page SEO tactics like applying structured data through schema and understanding how external links affect your site's authority are not only recommended but necessary for outpacing your competition on SERPs. Employ these strategies with confidence to support your overall SEO efforts.

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

Static and dynamic content editing

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Arthur Fabik
Arthur is the Head of SEO at Local Digital. He's been working in the space for most of the last decade at some of the biggest agencies in Australia. Now, he's responsible for the Local Digital SEO team with one goal - smashing SEO results out of the park for our clients.

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