With user experience becoming the key attribute for any search engine algorithm to rank a website, on-page SEO has become the go-to area for businesses. Google, the pre-eminent search engine with more than 90 percent market share, regularly upgrades its algorithm. It does so to understand user intent and the level of user experience provided by a website. Also, since users prefer visiting websites that appear on the first page of the Search Engine Result Pages (SERPs), there is a race to feature on the first page. This is corroborated by statistics – 75 percent of users do not go beyond the first page of a SERP (smallbizgenius.net).
What is on-page SEO and why is it important?
On-page SEO is the process of optimizing the pages in a website to enhance user experience, improve the site’s rankings in the SERP, and get better organic traffic. The process includes optimizing the page’s metadata (meta title, description), URLs, HTML code, internal links, H1 & H2 for content, and writing unique content, among others. If done properly, it can have a great impact on a website’s visibility on SERPs.
Further, on-page SEO allows search engines like Google, Bing, and others to analyze a website and find out its relevance to a user’s query. Whether yours is a start-up, medium, or big business, optimizing your website’s on-page SEO is a must to achieve better ROI at cost-effective rates. The absence of on-page SEO would mean missing out on opportunities for search queries specific to your business.
Top reasons to consider on-page SEO for your website
The reasons to optimize your website for relevant search queries include:
- Get improved organic traffic
- Fix technical issues and improve user experience
- Improve rankings and visibility of the website on search results
- Improve Click-Through-Rate or CTR
- Grow brand awareness
- Improve page loading speed
- Leverage long-tail keywords
- Inexpensive and comprehensive in reach
Factors to consider for on-page SEO
For on-page optimization, the following factors should be considered.
Page content: The home page should not have excessive keywords stuffed into the content as the same can impact the page’s readability and engagement negatively. Such tactics are frowned upon by Google resulting in decreasing the site’s ranking on SERPs.
Title: The page title should be descriptive so that users visiting the page can recognize the brand and business. It should contain the relevant keywords.
Meta tags: A meta description describes the content of a webpage and contains the relevant keywords. It provides additional information about the website to search engines.
HTML tags: These are snippets of HTML code telling search engines to read the content and improve its visibility. These include elements such as schema markup, image alt text, meta robots tag, canonical tag, and others.
Internal links: These link one page of a website to another, and used to find relevant content on a website. Both search engines and users use these links to navigate the site and find information.
On-page SEO should be undertaken by businesses between two to four times a year. However, if your website gets copious amounts of content every month, it is better to go for on-page optimization every quarter. It is an important activity to be considered by businesses to remain relevant, competitive, and profitable.