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If you want to run a successful online business, you are sure to need SEO. SEO is the most efficient way of directing visitors to your website. Paid advertising, though it has its place, is less effective. Search engine optimization has a better return on investment than pay per click advertising.

The Value of Strong On Page SEO

Why you should invest in SEO

People look for information primarily online. While there can still be a return on investment in advertising on television, in print, and even on the radio, people use a search engine if they are intentionally looking for information. If one is looking for a dentist in their city, they will search for it on google. An intentional google search is much more likely than a person unintentionally encountering a television ad.

One of the most important things any business owner should know about SEO is that people are likely to click on the first google result they see. A person is not likely to bother with clicking on several different results. Often they will quickly go from clicking on the first result to making a purchase. Even being second rather than first in the search results is quite a disadvantage, and any result that is not in the first few results will receive very little traffic. The goal of search engine optimization is always to aim for the first position on search results. The second place is a big step down and not good enough.

Thankfully, first place on google search results is easy enough for professionals in search engine optimization to achieve. With a reasonable amount of effort, professionals can put your website at the top. If your business is local, it is easier to get your website ranked at the top for searches for local companies.

Is on Page SEO Important?

Yes, on-page SEO is at least as relevant as off-page SEO is, and SEO might be even more important than advertising for many businesses today. On-page SEO is any website design that makes your website more likely to be at the top for a google search keyword. The simplest way to help Google notice your website is to include a lot of text that contains words similar to what people search for. Knowing what the keywords are and making sure to include them is not enough, however. More advanced methods are necessary if you want to get the first search result.

The search rank of a website will improve if you increase the number of links to other parts of your website. Google looks for content that many other widely visited pages link to and raises its search rank, so by doing a lot of internal linking, you can improve your site’s rank. You can also build links on your site to other websites that provide similar content. External links can improve your search rank just as well.

A long and complicated address will not help your website rank high. Instead, you want a short and simple one. Google and other search engines also match keywords to URLs, so all URLs should take the keywords you want to rank for into consideration.

Whether or not a website loads quickly or not is very relevant. The Google company wants to satisfy its users by sending them to websites they like. Websites should load very rather than fairly fast. If it takes more than a very little time to load the site, Google will consider it a lower quality page that should not be near the top of the first page. Websites must also be mobile-friendly to be properly optimized for mobile SEO. A website that is difficult to view on a smartphone will not rank high.

Another relevant trick is giving an image a proper description. If a person searches for pictures on google image search, they may go from an image to your website. Image descriptions will help your images rank higher on image searches. As well, the more information you can give Google about your site’s content, the better. Your website will be ranked by an algorithm, usually without human input. You should give the algorithm a great deal of information, including information found on image descriptions.

Anything that you put on your website to make it rank higher is counted as on-page SEO. Off-page SEO is very different and includes placing links on other websites that link to yours, or anything that you do off of your web pages to raise your search ranking.

On-page SEO is vital to business owners today. Most of your search ranking comes from on-page rather than off-page SEO, and search engine optimization is usually a better return on investment than advertising, even if you typically need advertising as well. Many smaller businesses still do not realize the importance of search engine optimization, so you can sometimes have a competitive advantage by using SEO when your competition does not.

Essential factors in on page search engine optimization

When optimizing a site for search engines, you want to make sure to indicate to Google that your website is of high quality. Broken English, slow load times, and few links make your website look poor to a google search algorithm. You also want to give as much information to Google as possible. With enough info, the algorithm might choose to place your site at the top for a popular keyword.

Meta Titles

A meta title is simply a website’s title. The URL that leads to a website is not its title. The title is separate and is not the same as the URL. When looking through search engine results, you will see a title at the top of a web page in larger text, and below it, a URL in smaller text.

Choosing a good meta title for each of your web pages is an integral part of SEO. When your web page appears on a potential customer’s search page, they are more likely to click it if your page has a catchy title. Search engines also read meta titles. It lets the search engine know the basics of what the website is about. Using clear words that both tell the search engine what the subject of your site is and get the attention of users is the right way to go. A meta title does not always have much to do with the actual content on the web page. It could use a misleading but catch title to get users to click on it.

Meta Description

To create a meta title, you can edit your HTML. You can also describe your website using an HTML meta description. Along with the meta title, this can help people click on your site instead of click on a competitor’s site. Make your meta description as attention-grabbing as possible, as a potential customer may only look at it for a moment before deciding whether or not to click on it.

URLs

URLs go back to the early days of the internet and are an essential part of its structure. Regardless of where you are in the world, the same link, or URL, will take you to the same web page. URLs should be short and readable. A potential customer might look at a messy URL and not click on your website. They look at web page titles before they look at URLs, but having a clean URL for each page still matters. Your URL should also contain keywords, although very few of them as a short URL is better.

Body content

Body content is the single most crucial part of on-page SEO. Body content is the text found on your website. If the text found on your website does not include keywords or is excessively keyword-packed, your website will never rank well. The text must provide value to the reader (or at least appear to offer value to an increasingly advanced AI) and be grammatically correct. The AI does not tolerate spelling and grammar mistakes and will refuse to rank such pages near the top.

Alt text

Alt text has a few different purposes, one of which is to describe images on a site to people who are visually impaired and cannot see them. A screen reader allows a person to listen to the text on a website as audio. The screen reader will read a text description of the images.

While search engine artificial intelligence is becoming reasonably good at looking at an image and recognizing what it is, this technology is still in a fairly early stage. Therefore, text descriptions are used when the search engine AI cannot tell what the image is. Your website may rank higher if you use good alt text. Good alt text is very short – just a few words, not even a few sentences. Between five and ten words is a good idea.

Advanced On Page SEO Factors

TF*IDF

TF*IDF is part of how google figures out what a website is about and what search keywords it should be matched to. For example, someone might search for the word “coke” – probably that means coca-cola, but it could also mean several other things, including “coke county” in Texas.

TF*IDF is a formula that the google AI uses (in addition to many other methods) to determine a site’s topic. Google compares how commonly used a keyword is on your website to how commonly used a keyword is on the web using this formula. You can use a free online tool to calculate your TF*IDF score for a specific keyword and then modify your website for a better TF*IDF score.

LSI Keywords

LSI Keywords are another part of how google automatically categorizes web pages. Your website might contain the word “chemistry”; if so, Google will look for other words that are commonly paired up with the word chemistry. Words like science, experiment, or medicine might be paired up with the word chemistry.

It will help your search rank if you include words similar to the keyword you are trying to rank at the top of Google searches for. You can use a free online tool to help you generate LSI Keywords for whatever word you choose.

Keyword Density

If you want your website to rank high on search engines, the keyword density must neither be too high nor too low. If your keyword density is very high, the google algorithm will consider that keyword spamming and give your site a lower rank. However, you should always include relevant keywords in your text. The keyword density is the number of times the keywords are used relative to the number of words on the page. It must be about right and cannot be too high or too low.

Competitor analysis

To succeed in the SEO world, a company may have to challenge its competition directly. An SEO team must know what other websites are competing for the top rank for the same keywords, and how difficult their SEO teams will be to contend with.

A search engine optimization team must know exactly who their competitors are and what keywords they are targetting. They must know how to build a network of links and how to do more than the competition does.

Internal linking

Google finds out what there is on the web by jumping from one link to another. Google then finds out which pieces of content are related to each other, and the quality of all of the content on each website. If your website includes a few low-quality web pages, such as pages that are poorly written, it may reduce the ranking of the better pages on your website. Don’t include any low-quality pages that will drag the rest of your site down.

Your internal linking should follow a plan and not happen at random. Organize your site like a pyramid. The homepage is at the top of the pyramid. The first layer below the top of the pyramid is secondary pages that link to the homepage. Below the secondary pages are tertiary pages that only link to secondary pages and not the homepage. Whenever you add something new to your site, make sure that it links to the homepage and not merely to secondary pages. If it links to the homepage, Google is much more likely to notice it.

Featured Snippet Optimization

If one searches for a phrase like “fastest car in the world,” Google will place a featured snippet at the top of the search results. There will be images, some text, a table of “people also ask” questions and after that search results. If your website appears in a featured snippet for the keywords you select, it will get almost all of the organic traffic for the keywords you choose.

Specialized search engine optimization strategies are necessary if you want search keywords to lead to a featured snippet for your website. You must create content that is similar to what appears on google’s featured snippet results. Content that includes a list of bullet-pointed facts has a chance of being featured in this way, especially if it is paired with an image.

Voice search optimization

It is not too early for voice search optimization to be essential. Many people have an Alexa or, in some other way, do voice google searches. You will miss out on too much traffic if you do not optimize for voice searches. Much traffic is mobile, and many people prefer to do voice searches on their phones. AI for voice search has massively improved since 2013. Today, AI is not more likely to make errors when converting speech into text phrases than a human listener is.

Text search keywords are very different from voice search keywords. People do not say the same words that they would type when searching online. Voice searches are often grammatically correct; text searches are not likely to be. Voice search also only returns a single result and not a list of results. Therefore, you have to aim for the first result for a keyword. The second highest result will receive no traffic at all. While voice results are not yet as relevant as ordinary text results, they might become the most important in the future.

Onsite SEO Factors

Website Speed

To Google, a website that loads slowly is a low-quality website. Two hundred or some say five hundred factors are considered when determining how high a site should rank of google searches. Some factors are worth more than others. One of the more highly weighted factors is website speed.

Responsive Design

Responsive design refers to creating a website that does not have separate versions for mobile and desktop users. Many sites have switched over to such a model in recent years. A website can automatically display a mobile-friendly view if a mobile viewer accesses it. It can also automatically adjust to a larger screen if a desktop user is viewing the page. This is reasonably easy to do because one can make elements scale to the size of the screen instead of being a certain number of pixels in size. It may be a bit tricky at first, but an amateur website builder without a professional’s knowledge will often use responsive design.

If a website is unresponsive to mobile phone users, Google will give it a low rank. Google keeps track of the behavior of users on each site. If their behavior suggests that the website is difficult to use, the Google ranking algorithm will consider this. A web page that many users click on but then hit the back button to leave is a web page that Google will not place near the top. With a responsive design, people will spend longer on each page, and your pages will rank higher.

Website Structure

A website that is well organized instead of a random mess of pages that chaotically link to each other will have a good chance at a high search ranking. If your website structure is good, google may add links to specific pages on your site below the main search result. This makes your result stand out and increases traffic. You should link your pages together according to a plan. Divide your site into categories and subcategories. The main page should link to categories and the categories to subcategories or individual pages.

Permalink Structure

On sites such as WordPress, you have to choose the exact URL for each post on your website yourself. If you use default permalinks (URLs), you will end up with numbers after each URL, which is not good for search engine optimization. A better idea is to go with a structure such as www.websitename.com/postname/ or www.websitename.com/category/postname. URLs that are not easy to read are not good for SEO.

Structured Data & Schema Markup

There are three parts to a website:

  1. The text. The text is any written words that are visible to the viewers.
  2. The markup. This is the HTML code that tells a person’s computer how to display the text and the images on a site.
  3. Structured data. This is information given to search engine bots to make it easier for them to categorize and rank a site. While Google’s AI becomes more advanced every year, it still has its limitations. Google’s AI cannot always tell what text is talking about. Therefore, it helps if you give Google bots as much information as possible.

Schema markup helps your website appear better on google search results. If your website has recipes, for example, then the recipes may appear as a featured snippet that a user can look at without clicking on your site. Using schema markup, you can decide how the featured snippet will look.

Crawl budget efficiency

As was the case for older search engines from the 1990s, Google finds websites by crawling the web. It goes from one link to another and, in this way, finds everything that the web has to offer. However, Google has more difficulty crawling some sites than others. If a site is too difficult for google to crawl, it has a low crawl budget efficiency. Google cannot crawl an unlimited number of sites per day, and it is not free for them to crawl the web either. If your links are a mess, it will be harder for Google to crawl your site, and it might not index all of your pages.

On Page SEO Pricing

At Jet rank agency, we charge what our high-quality services are worth, and no more. If you are looking to optimize a single page, we can optimize up to 2000 words of text for you for only $49. If you are interested in more advanced on-page SEO, our hourly rate is $49.

Frequently asked questions

How is on-page SEO different from off-page SEO?

Off-page SEO involves things that can boost a page’s ranking that have nothing to do with the content on the page itself. For example, if you link from a different website to your current website to increase its rank, this is off-page SEO.

Are landing pages good for SEO?

You want to avoid landing pages if you want your website to rank high. Sending everyone who finds your site to a page that is intended to get their attention and generate a quick sale can sometimes work, but it is not a good SEO practice. Pages with more informative content are what google wants to rank at the top, not landing pages aiming for quick sales.

How do I make my website show up on google?

Unless there are some rather than no links to your site, google probably will not find your website at all. Without at least one link, google won’t know it exists. Having a way of generating at least a little traffic at the start is, therefore, essential.

What is on-page SEO?

Almost everything we have discussed here is on-page SEO. Any change to the content of your web page that helps you rank higher on a search engine ins on-page SEO.

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Roger Avila
Roger Avila

Roger is an SEO manager at JetRank

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