How to do an On-Page SEO Optimization
Find out what On-Page SEO optimization is and see which elements of a page you can work with for better organic results on Google
Every page (or site) has aspects that indicate to search engines what it is about, which searches can be related to it, and especially which user questions the content of this page can answer.
We’ve already talked a little about this here on the blog when introducing how Google works , but in this post Blue World City will introduce some of these elements and explain how they can be used to get you better results in SEO .
What is On-page SEO?
On-Page SEO is all optimizations done within the page. That is, when you create a headline using your main keyword, add description to the text images, define an appropriate URL, use subheads properly, insert links to other content on your site, IT’S ALL On-Page SEO.
The Title of the Page (“title”) is not necessarily the title of the article or what appears to be the name of the page to visitors. It actually refers to a property of the HTML code, identified by the phrase that appears in the browser tab or Google results page.
When we are talking about On-page SEO, the Page Title is the most important element of all. However, their space is often occupied by slogans or phrases that do not describe the page well or that do not use the keywords that really matter in the business (such as “Home” on the website’s homepage). As a result, Google may not identify your site’s relationship to these terms.
Try to describe precisely the topic that the page is about, and pay attention to the order of the words: the first ones are more relevant than the last ones. In addition, the number of words also has relevance: the fewer words, the greater their importance.
It is recommended to use a maximum length of 65 characters for the title. Although Google reads more than this number, this is the character limit that usually appears when Google displays results on a search page.
Some simple rules you can follow for creating headlines on your website:
- Create a single title per page;
- This title needs to be consistent with the content of the page;
- Explore the main keyword of the content (and if possible other variations);
- Put your brand at the end of the title (whenever you judge your brand to be a differentiator);
- Avoid writing a series of different terms separated by commas.
For good headline ideas also read the post “How to write post headlines that attract clicks and gain visitors” .
The Meta Description is a code inserted into the page that has no weight as a ranking factor. This means that the keywords in the description will not be responsible for improving or decreasing a page’s placement on Google.
In contrast, the meta-description is that fragment that usually appears on the results page. Its purpose is to show the user what the page is about, and convince them that it is worth clicking the link to read the content. Thus, filling the Meta Description with attractive and convincing text can greatly increase the click-through rate when your site appears among the results, which is why it is an important On-page SEO optimization.
Some interesting rules you can follow for this element:
- In order for a person to click on your link, the meta-description needs to be fundamentally eye-catching, interesting, informative, curious and with a touch of call-to-action ;
- Google recently updated the meta description limit from 160 to 320 characters. This is the recommended maximum you should use.
URL (page address)
Another element that Google’s robot scans for keywords is the page address itself.
Therefore, it is essential that your URL is descriptive and that it contains the desired keyword, something like “http://site.com.br/nome-do-post”. Avoid creating URL’s with codes like in the template “http://site.com.br/ct136781xg19g37” or also parameters like “http://site.com.br/?p=12447”. Another important point is to try to keep the URLs as short as possible and avoid using dates or numbers, because if you update the content, you will need to create a new URL.
What’s more, many of the links you receive will have the page address itself as anchor text, which is actually quite relevant as well.
There are basically 3 items that we should check on a page’s images when we’re talking about On-page SEO:
- The filename;
- Alternative text (alt text);
- File size (weight);
- The context.
These items above are responsible for helping Google determine what is the subject of the image inserted on that page and also impact the load time (in this case, the size).
First, it is important that all images have simple and straightforward names, that is, that they describe the image solely by file name.
Second, all images on a page must have alternative text (alt text) if the image is not displayed. It’s filling in this item that helps screen reader programs and Google understand what the image represents.
Thirdly, the image must be optimized and compressed, to reduce its weight and not affect the page load time too much. To learn more, check out the post “ How to compress images without losing quality and increase the speed of your website ”.
And fourth, each image must be placed in an appropriate place, close to the content it portrays.
To find out where to find images for your pages, check out the post “47 free (and paid) image banks you should know about” .
It is possible to determine subtitles in the code of a page, also called Headings . These elements indicate the priority of some parts of the page over others, ranging from H1 to H6, with H1 being the most important content.
The Headings are indicated by codes <h1>, <h2>, <h3> <h4> <h5> and <h6>. In most cases, the H1 is intended for the page title, and the other codes for subtitles, maintaining a hierarchy of priorities.
Having the keyword searched within these subheads also helps in Google’s ranking factor. It is recommended to use a single H1 per page and, if necessary, multiple H2 and H3. This is the method that we use here on the Resultados Digitais blog and that we are using even in this post. While the title is H1, the post subtitles are all H2.
The use of a certain word in your content increases the chances that Google will display your page as a result for those who search for that word. For example, by mentioning “Guitar lessons” in a text, the chances of your page appearing for this query increase.
On the other hand, excessive and exaggerated use of the same word can confuse users. Google does not approve of this type of conduct, and it is very likely that your site will suffer certain consequences, such as a drop in your page’s display in search results.
You may now be wondering what is the ideal number to repeat a term. In fact, the limit is common sense. It is necessary to repeat the chosen terms a few times, but never in such a way that it detracts from the user’s reading experience, or that it seems blatantly unnatural.
When in doubt, ask the following questions:
- Do I quote the keyword in the content?
- In reasonable quantity?
- Are users satisfied with the number of occurrences?
- Didn’t it look “forced”?
- Do I use partial variations?
- Do I use synonyms?
Another tip here is not to create generic content on the subject, just to have it on your website or blog. Try to end all user doubts on the subject with your content, to prevent them from going back to Google and accessing your competitor’s page.
The entire internet is made up of nothing less than links. Users are constantly browsing for links just like the robots of each search engine. Knowing this, the reasons for your site to have a well-applied internal linking, become simple. Some of them are:
- Improve user navigation;
- Facilitate the knowledge of new pages for search engines;
- List pages that address similar subjects;
- Strategically distribute the power coming from external links throughout your site.
Learn more about the relevance of this element in the post “Why it’s important to use internal links in posts” .
There are many actions we can take on our websites that make the site easier to read and interpret for search engine robots. One important one is the creation of the sitemap.xml. When you create and submit a sitemap.xml, you can increase the chances of the search engine knowing all your pages. The benefits of this practice include:
- The indexing time of your pages becomes shorter;
- URL’s with bad internal linking that would hardly be found by the standard search engine tracking process, now have a great possibility of being discovered.
To learn more about the subject, read the post “ Sitemap XML: everything you need to know ”.
Tip: Optimize pages with an average position between 6 and 20 to reach the top positions on Google
Have you ever had to go to the second page of Google to find what you wanted? It may be, but you should be desperate for a correct answer.
You don’t even need to present data to make sure Google’s top positions attract more clicks.
In any case, the table below, from a study by Advanced Web Ranking, proves this, showing clickthrough rates (CTR) for searches coming from around 2 million keywords for approximately 59,000 websites.
Just looking at it, you can understand that most clicks are in the top positions of Google.
Also, by evaluating the chart we can confirm that the second page has a much lower click through rate.
It may seem frustrating to have your page in these positions that offer little return, but in fact we have a great opportunity here to leverage your site’s organic hits.
This is because, with optimizations for the keyword that the page is ranking and a content update, this page has a lot of potential to rise positions, reaching the first page of Google (if it was in the second) or even in the first positions (if it was already in the first page).
How to get in the top positions of Google?
Once you’ve created your Google Search Console account and already have a performance history, you can add an add-on to Google spreadsheets to automatically import data.
With the add-on installed, just import the desired Search Console account data, including page and search data.
After that, just click on “Request Data” to download the information. With the spreadsheet already filled in, it is possible to filter the average position between the 6th and the 20th.
Now, just sort impressions from Z to A to be in descending order. Thus, it is possible to see the words that are generating the most impressions, indicating that they have more searches
With the pages selected, do On-page SEO based on the keyword displayed in the report. Optimize title, description, update content, add media, generate internal links etc. Also, update the data presented in the content and include more relevant information.
To structure and control optimizations, use our SEO Tracking spreadsheet .
Find out what On-Page SEO optimization is and see which elements of a page you can work with for better organic results on Google Every page (or site) has aspects that indicate to search engines what it is about, which searches can be related to it, and especially which user questions the content of this…