Also called onpage, onsite or on site search engine optimization, on page SEO is the practice of optimizing every content element on web pages to improve their visibility on SERPs.
Content elements or onpage SEO elements include what users can see (such as displayed content) and what is only visible to search engines (such as image alt tag).
To make it easier, let’s put them into two categories: keyword optimization and non-keyword optimization. As each consists of different factors and requires different practices, we have dedicated two separate sections below for more detailed analysis.
On page SEO is not the first nor the last step in a complete search engine optimization process, but it is the key to ensure search engines understand your pages correctly, hence potentially increasing the rankings.
However, it doesn’t mean Google or any other search engine is the only focus of on page SEO. As search engines update their algorithms frequently to improve user experience, the users should be your first and main focus.
Also, it’s highly recommended to complete on page optimization before turning to off page SEO, as the latter is less under your control and needs a strong page to keep your hard-earned visitors engaged.
E-A-T (Expertise – Authoritativeness – Trustworthiness) is a concept derived from the Search Quality Evaluator Guidelines of Google. Since 2018, E-A-T has been the talk in many SEO communities, but it is not equally important to all pages.
In specific, YMYL (Your Money or Your Life) pages require the highest E-A-T. According to Google, these are “pages or topics [that] could potentially impact a person’s future happiness, health, financial stability, or safety”, such as a blog providing legal or financial advice.
However, a higher E-A-T is always preferred for all types of pages.
Question: Is E-A-T a Google ranking factor?
Answer: NO, at least not directly. There is no E-A-T algorithm. Google will use other signals to evaluate a page’s expertise, authority and trust.
Remember, on page SEO doesn’t stay still. It will change together with the users and search engines.
So unless you have an SEO team, it’s resources-consuming to always look out for new trends and update best practices. In this case, outsourcing the whole SEO plan to a trusted digital marketing agency from the start is a viable option.
This is not keyword research – the first step in all search engine optimization plans. Here we are talking about 3 most important on page factors that use your carefully selected keywords.
Your content should embody the E-A-T concept and include important keywords.
In other words, SEO copywriting is your call: write high quality content with both the users and search engines in mind.
But beware keyword cannibalization! It happens when “two or more pages on your website end up competing for the same keyword.” You don’t want to start a civil war.
To save time and resources, consider updating old content to make it more relevant or even evergreen. Be noted that this is different from repurposing content which means presenting old content in a different format for increased reach.
On a side note, if you use a lot of images, don’t forget to add alt text. As stated in the article about the Overview of SEO, search engines can’t “see” images yet, so they need to rely on image alt text to know what this visual content is about.
HTML tags are made for search engines. Some tags are visible to users while others aren’t.
HTML tags for SEO include many types such as title, meta description, headings, etc. Each has their own best practices, but all should satisfy 3 criteria:
After optimizing HTML tags and publishing your pages, don’t forget to do a quick reality check on the SERPs and make changes if needed. Also, spare some time to review old content and update their HTML tags.
Question: Is meta description the short answers displayed directly on SERPs?
Answer: No. Those are featured snippets that contribute to the growth of zero click searches.
Sometimes, your meta description is shown as a featured snippet and it’s a coincidence. You can control your meta description, while how featured snippets are displayed depends on Google’s decision.
Just look at the address bar on your browser. What appears after the [domain name].com/ is called URL slug.
The rule of thumb for URL slug is the cleaner the better.
In another word, put your main keyword in, and keep it short and sweet.
Long-winded URLs stuffed with meaningless characters, symbols and numbers should be eliminated. To users, it looks messy and unprofessional. To search engines, it looks like gibberish.
This section is about 2 important on page elements that don’t rely on your keywords.
Effective internal linking is helpful to both visitors and search engines. An effective internal link leads to relevant content that provides additional information.
Do extra work to stay clear of broken links.
As a rule of thumb, the number of internal links in a page shouldn’t exceed 150.
Anchor text is the visible words or phrases that are hyperlinked.
There are many types of anchor text and no strict rule on which ones to use for which sites. Just make sure to include your keyword, keep them succinct, relevant and natural to the content flow.
Keeping visitors from bouncing is also what onpage SEO can help with. Except for the obvious reason – great content, you need to take care for these 4 factors:
1. Site Speed
How fast your site can load is very important to the increasingly impatient users. And when more and more businesses prefer visual content, site speed may be inadvertently compromised.
2. UX
In short, your web design matters. It doesn’t only need to look stunning, but the navigation must be intuitive and user-friendly. Also, if you use pop-ups, tread carefully as they easily disrupt user experience.
3. Mobile optimization
On mobile devices, your design should be consistent, responsive and convenient.
Don’t stuff too many things on a small screen no matter how useful their functions are. Remember, you can make smaller and smaller icons, but our fingers don’t shrink.
4. Social media
This includes adding the buttons to share content to social media sites and allow comments by using your own social media accounts. You may even automate new content posting to social media once they are published on your blog.
... then (1) check your site speed; (2) check its display on mobile devices; and (3) check your image alt tags.
Many visuals mean the page may take more time to load. And if you don’t mobile-optimize your sites in the first place, mobile users are even more likely to bounce.
If you don’t know whether your site is mobile friendly, take this mobile-friendly test.
.... then schedule for a big review and audit right away.
This is good news if your “old” content has been optimized. Now you only need to run periodic reviews and updates.
But it’s a different story if your “old” content is unfamiliar with SEO. Now you need to do a spring cleaning, including:
(1) Review content performance
(2) Review and re-categorize topics (if needed), clean up duplicate content, update and repurpose usable content
(3) Review or research new keywords
(4) Optimize on page SEO elements
In short, there’s a lot to fix, but it’s better late than never.
On page optimization is an indispensable step in your SEO strategy to ensure both users and search engines can “see” you the way you want them to.
There are various elements of on page SEO and each requires specific techniques that change over time, which makes on page optimization harder than it looks. Therefore it’s a common practice for businesses to look to experts to maximize their SEO investment.
On Digitals is proud to be the loyal partner in various SEO and digital marketing projects across industries. Contact us today to receive free consultancy on tailored solutions for your business.
