What is On-Page SEO Optimization in Digital Marketing?
In the SEO on-page optimization stage, everything focuses on the site itself. Normally this stage should start from the actual design of the site if we are talking about new sites or sites that want to completely change their structure. This is the ideal case because based on a complete analysis of the market on which the site will be activated, it will be optimized on the page from the beginning.
In the case of existing sites, the on-page optimization process is just as important, except that the changes will have to be thought out and adapted in accordance with its structure, platform and business objectives.
Before starting the on-page SEO process we need to understand the most important thing:
The optimization of the site from the ON-PAGE point of view must revolve around the User and must also include the User Experience part.
The relationship between User Experience and SEO is like from part to whole.
Every action carried out, every element of the structure, every written word, every picture, must be implemented only if they add value to the user, only if they help him in the navigation process. Google appreciates and rewards whatever is in favour of users.
With future site users in mind, let’s see what the most important SEO ON PAGE optimization factors are and how they should be implemented:
Crawling and indexing
At this stage, we make sure that the site is indexed correctly and that all the pages we want to be seen by search engines are really indexable. Also at this stage, we make sure that the schema.org bookmarks have been implemented correctly and we check the existence of the robots.txt and sitemap files.
Also with the help of these functions we not only determine which pages we want to be indexed but also which pages we want to be ignored by Google. Search engines allocate a fixed budget for crawling and indexing and that’s why we don’t want to send to the index pages that don’t bring us added value. Our goal is to spend the allocated budget as efficiently as possible.
For the most part, product or service categories are designed without a consistent analysis of how users search for those products and services. Keyword analysis must be the action that must be the basis for designing the structure and architecture of the site.
Let’s take a concrete example in the field of jewellery. A jewellery site that sells gold jewellery definitely has on-site yellow gold jewellery, white gold jewellery, engagement rings, diamond rings, rose gold rings, diamond earrings, gold earrings, gold bracelets, etc. . There are many products that must be grouped correctly, so as to help the end-user in the navigation process and thus facilitate the purchase process.
Thus, the establishment of indexable categories will be based on a detailed analysis of the way consumers look for such products and in accordance with the general marketing and sales strategy.
The Presence and Density of Keywords in Key Positions in the Site
There is a whole debate in the SEO community on this subject and opinions are extremely varied and divided.
As we mentioned at the beginning, we need to empathize with the user and then think about how to approach the topic of keywords.
In this case, RELEVANCE is the key word we will be guided by. The page we design must be relevant to the consumer.
The places where we can position the keywords on a page are: in “ title tag ”, “other tag”, “at the beginning of title”, “headline”, “subheading”, “content”, “ meta description ”, “first 100 words ”,“ Url ”!
Let’s take as an example a page about tourism – Uttarakhand Accommodation!
A website page is very similar to a page/chapter in a book or in this case a written guide about accommodation in Uttrakhand.
If we were a potential client, we would like to find on this page as much relevant information about our subject – Uttarakhand accommodation. This does not mean that we write the targeted phrase as many times as possible on our page, but it means that we have to create a page that is as relevant as possible. How do we do this? We put ourselves in the user’s shoes and make sure that the information we present on our page will help him make the ideal decision for him.
Specifically, we offer information about the accommodation units in Uttarakhand – accommodation units by a number of stars, types of accommodation (villas, boutique hotels, chain hotels, etc.), accommodation by location (central, near central stations, near the airport, near the most important tourist objectives), we present the top 10 best-rated hotels, etc.
In this way, the entire SEO optimization strategy will be user-oriented and will certainly contain the keywords needed for indexing by Google. This creates a natural, healthy page that will grow in position in a sustainable way. We don’t have to make keyword placement a goal in itself.
The Most Important Places to Look for Keywords
The URL is the first on-page SEO element that search engines read. They must be short, not contain diacritics, and of course, contain the most important keywords.
This is the first element that users see in the SERP pages of Google. We understand how important it is to have the main keywords in this tag. Moreover, this tag is also responsible for the CTR (click-through rate). Thus, we recommend paying special attention to the meta title.
Like the meta title, the meta description is very visible in the SERP. Now with the ability to use SEO emoji, the meta description can be turned into a real trigger for the user. Given the larger number of characters we can use, we can provide users with all the information they need.
In 2018, Google officially announces that loading speed has become a ranking factor. With this announcement, the web has become faster 🙂. Google makes such ads quite rarely, so we have to take this very seriously. Everything you need to know about the loading speed of a site can be found right here.
The internal linking strategy is one of the decisive elements of SEO ON PAGE. Unfortunately, it is often ignored by most website owners, leading to inefficient SEO results.
These are the most important factors of on-page SEO that contribute to the better positioning of the site in the SERP results and after which we should be guided when starting an SEO promotion campaign.
Of course, the site optimization process will contain the complete analysis of the other factors that influence the SEO process: broken links, 404 errors, HTML errors, W3 code validation, etc.
If you want to know what is the SEO anatomy of your site or if you want to build a correct site from an SEO point of view, contact us now!