SEO on-page is responsible for optimizing web pages so that they are best suited to search engines to meet ranking factors. By working well, you will improve your search traffic, boost your rankings and thus excel in the digital medium.
If you already know a little about Digital Marketing, surely you may have heard about SEO. Your strategies are essential to have online visibility and one of its pillars is on-page SEO.
As we present in our expert article, SEO stands for Search Engine Optimization and is a set of optimization techniques for websites, blogs and web pages.
These optimizations aim to achieve good organic rankings by generating traffic and authority for a website or blog.
More than anything important to achieving good business results in the digital age, SEO has become essential to exist in the online media. As borders have narrowed because of the Internet, the market has become more competitive and gaining space has become even more difficult.
Think about it, when you have questions or need to buy something, it is possible that your first step is to search some search engine, such as Google.
From the results that appear on SERP, the results page, you will see articles and offers that will help you to be more inclined to know a company.
The bad news is that if your business is not yet found on a website or blog, you can bet you are missing out on many opportunities. To ensure your visibility, there are some amazing techniques that can be applied.
SEO on-page is precisely the set of efforts that must be applied to optimize your web pages and dominate search engines.
Working it well, you will not go unnoticed and will ensure your online visibility that reverts to profitability.
Do not let this opportunity pass, come learn with us!
What is SEO on-page?
You may be wondering: What in fact is SEO on-page? Let’s start with this then.
First, we have it as an offshoot of SEO, which is itself part of SEM – Search Engine Marketing. Search Engine Marketing – which also includes paid methods to get featured online, going beyond organic.
Search engines check web pages, and in their evaluations, they consider technical terms regarding the structure and content of a site, all for better user experience in their search.
SEO on-page specializes in exactly that: optimizing web pages so that they are best suited to search engines to meet ranking factors.
Remember, some specific parts of a page deserve attention, after all, they are your chance to improve your search traffic, boost your rankings and thus excel in the digital medium.
To do this, a good on-page SEO strategy must be able to deliver unique value in keyword-targeted content, an accessible and easy-to- crawl web site (the Google algorithms), and fantastic user experience. , responsive and made for sharing.
Even from a more technical point of view, as they are fixed-point optimizations of pages and their content, the mindset should always focus on user satisfaction.
Google doesn’t want standardized content, it wants everyone who searches for something to be satisfied with the visits to the pages it makes and can achieve its goal.
Thus, we can conclude that SEO on-page is about technique, but it is also about being friendly. More than that, its goal is to use possible optimizations to educate, inspire and guide users as they surf the Internet.
How to differentiate SEO on-page and off-page?
You already know what SEO on-page is, but it is only part of SEO. Now, what’s the difference with off-page SEO, the other side of SEO?
In common, they aim to ensure traffic to the site through optimizations, or else it would be SEO.
But, as the name implies, SEO on-page deals with what is on the web page and its structure and content.
SEO off-page is all that is external. In his efforts to get traffic externally, he resorts to techniques but outside his online domain. Let’s name a few:
- Link building: With other pages linking to your business, you can increase your online authority, but this should be monitored to come from quality sources.
- Promotions and Partnerships: Other businesses and businesses can help with joint actions, such as guest posts, and both benefit from brand outreach by engaging in dialogue with their personas.
- Social networks: By promoting on social networks, your pages can leverage your traffic from these channels, and you can still use social interaction to improve your relationships with your audience.
The rule is simple: on-page is what is inside your pages, on your website and blog, and off-page is the efforts to spread them and achieve a good online reputation.
Why is SEO on-page important?
We have already talked about what SEO is on-page and have even explained its difference with off-page SEO, but why is it so important?
It is vital in every Digital Marketing strategy because, if not working, you are invisible in the digital world.
That is, without visibility, your customers may not find your brand and you lose good deals that could come.
The situation is even more alarming when one thinks that most businesses today are already moving to digital, as most consumers are already there.
And even if the focus is on local marketing, you still need to have well-structured pages with quality content to get ahead, given Local SEO.
If you want to have a more economical and consistent strategy, on-page SEO is still the best way out: It seeks to strengthen organic, lower-investment traffic as it comes naturally from Google through user searches.
Unlike ads, which increase online visibility soon after payment, this traffic is not so fast, we need to be honest. It takes constant work until you reach the top positions, and once you get them, you have to keep working to maintain them.
Still, if you put it in a long-term assessment, this strategy can have a higher return on investment ( ROI ) as investments are allocated to the marketing team.
To give you an idea, you can reach half a million dollars with a blog post.
Best of all, everything is under your control. Activities are done on the very pages of your blog and website, so you can count on fewer contingencies and better schedule your planning for tasks.
Now, let’s learn how SEO is really done on page!
How to do SEO on-page in practice?
Within a web page, there are several components and variables, and everything deserves attention: always focusing on the user experience.
Since before he enters your site or blog, you should already be attracted to search engines, and when you enter, your mission is to make them happy with your search.
This goes beyond optimizations in content, web pages and images and videos as well. Let’s show you how to succeed in each part!
A Title Tag is not necessarily the title of the article or page, but the title it will have in search engines. For example, our inbound marketing content is like this:
Image URL: https://rockcontent.com/wp-content/uploads/2019/08/TITLE-TAG.png
The Title Tag is “What is Inbound Marketing: Concept, Benefits and Strategies” even though the title of the article is “What is Inbound Marketing? Learn Attraction Marketing and develop strategies to attract and win customers. ” And why will it be?
Well, the Title Tag works like a billboard phrase in SERP. Thus, it should be attractive and catchy to capture the user as quickly as possible. In this case, we do not have enough space to describe in detail everything he will find in the article, but we must convince him.
And for Google to identify what your page is talking about, you also need to make an easy-to-understand title for web crawlers.
Considering all this, we have some tips:
Focus on the keyword
To rank well and capture the reader quickly, be sure to include it in the title tags and keep it as far left as the western reading goes from left to right and this will ensure faster identification.
Google gives you a limited space for title tags to display, so keep yours at up to 65 characters, a safe size for your title not to appear cropped and lose the desired effect.
Make the title interesting
Add modifiers to your title tags, such as “best”, “practical”, “complete”, “all”, “tutorial”, “guide”, “trends” to get the user’s attention, but remember make sure you don’t make a promise bigger than your content can deliver and be true.
Combine keyword with other long tail
If you are already at a later stage of your strategy and are fighting for big keywords, combine them in title tags with other long-tail keywords to increase the number of keywords you ran into.
Perhaps this is even the most important optimization because it is your gateway to search engines. So, pay extra attention and don’t do it only on article pages. Also do in your other relevant ones, such as the home of the site or blog, for example.
An essential part of content production is choosing the keyword because it must match users’ search intentions for text to be found. Once you’ve chosen it, it’s time to position it as best you can.
Always include it in some essential parts of the page so that crawlers can easily identify the content theme. To do this, enter it in the URL, in H1, in at least one H2 and in the first 100 words of the text.
But be careful not to add too much! Before, the higher the keyword’s presence, the better. However, this is seen as a black hat practice and is heavily penalized by Google.
Prioritize the user experience here too: Be natural and use copywriting techniques to engage.
Also use variations of the keyword you choose throughout the content: the Latent Semantic Index ( LSI ). They are similar research suggestions and improve your performance!
For LSIs, you can use some tools, such as LSI Graph, or check for Google itself in the related search field. Let’s go back to the Inbound Marketing example:
Image URL: https://rockcontent.com/wp-content/uploads/2019/08/LSIs.png
Do you know that mini summary that appears right after the title tag of an article on search pages? This snippet is the Meta Description! Let’s look at the content of Inbound Marketing, for example:
Image URL: https://rockcontent.com/wp-content/uploads/2019/08/META-DESCRIPTION.png
Formally, it is not considered a straightforward ranking factor, but because of its importance to clickthrough rate, which in itself influences rank performance, it becomes an essential item in optimizations.
If the headline was unable to convince a user, then this is the time for Meta Description to take action! So make it always compelling, thought-provoking and compelling to bring the reader to your page.
To enter it, you can use the Yoast tool. And don’t forget that there is a character limit, ok? Do not exceed 160!
The URLs are major rank factors as well since Google uses it to identify on what a page is about.
That way, never stop using the keyword in the URL of a post. You can even leave it alone and that is enough.
In addition, you should make it user-friendly so that it can easily record it and not confuse it with spam.
Certainly, you will agree that the last option is the most enjoyable to read:
So keep URLs short and without numbers. Not entering numeric characters is also great if you update some content, such as a list, and don’t need to redirect your links. It gets much more practical!
Link building strategies are essential within a Content Marketing strategy and search engines check the links you enter to also relate to user searches on the topics you are looking for.
They are divided into two: internal links and external links. Let’s show how to do each one:
The purpose of entering them is to improve user navigability and keep them in their domain. Whenever possible, relate links to similar topics already covered in your blog and, in a more advanced strategy, develop anchor texts to win over competing keywords.
The purpose of inserting them is to relate their content to other add-ons that already have online relevance, which you can check with Moz Link Explorer.
Try inserting between 2 or 4 outbound links every 1,000 words and set them to open on a new page so users don’t leave your page.
Again, the important thing here is to consider the user experience. Think about what he can look for to compliment his research.
The heading tags are structures within content that serve to make the hierarchy of information easier to read.
They may seem complicated, but they are about editing the content to make it scannable and handy with intertitles.
In a practical example, they assist in the division and classification of content topics such as:
- H1: Great America;
- H2: South America, North America, Central America;
- H3: Brazil, Panama, Canada, Chile, United States, Cuba, Honduras etc .;
- H4: Sao Paulo, Montreal, Buenos Aires, Lima, Havana, Santiago, New York etc.
As a ranking factor, Google checks for keywords in them to match user searches. So prioritize the presence of the keyword in H1 and H2, the most prominent subtitles.
Essentially, there is only one H1 per page, and this post should be occupied with the article title when we talk about publications, ok?
The value of content is very hard to estimate because the essential thing is that it answers the questions that a user has when he makes a search, correct?
However, research shows that longer content yields higher results, possibly because longer content is deeper and answers these questions completely.
In addition, we can understand that they engage readers more and keep them longer, decreasing page bounce rate and increasing time spent on them, which are great quality indicators.
So try to make longer, higher quality articles. The ideal is to present at least 2,000 words, keeping an average of at least 2,400.
But remember the user experience: Present a full text with the necessary explanations, without unnecessary twirling or tweaking. To avoid this, and to create good extensive content, complement your texts with practical tips and use techniques such as bucket brigades.
Web page optimizations
One of the most important ranking factors nowadays is definitely the responsiveness of a web page. Since 2015, Google has begun to evaluate this criterion, so optimizing it is essential.
Responsive design is one that performs well on both desktop and mobile and is well-suited to both usage formats. When we think about the intensity at which we are connected to our cell phones, it makes a lot of sense to be so important, doesn’t it?
To check your performance, you can use Google’s mobile testing tool and, from the feedback it gives, start optimizing for your mobile version.
The site loading speed is another important factor for rank well in search engines. Users don’t have patience, so you have to be fast, and Google keeps an eye on it.
To be aware, 47% of users expect loading to complete in less than two seconds and 75% of users would not revisit a page if it took more than 4 seconds to load.
This is even more alarming for e-commerces, which are greatly hampered by sluggishness on the web.
A one-second delay in page response time can yield a 7% reduction in conversions.
If we put it in reais, a site with 10,000 daily hits on its sales pages and average ticket of $ 50 could lose $ 35,000 per day for every second delay, you know?
From there, look for solutions such as image compressors, cache plugins, and CDN services.
Another technique used in on-page SEO is to make the site as crawlable as possible for search engines.
By decreasing the crawl time of a new page, it’s a great way to get results fast.
You can create a Sitemap.xml, which is a sitemap that facilitates the work of web crawlers and helps them get to know every page of your site with a way to go.
With it in hand, the submission is done through Google Search Console, one of the best management tools for marketers.
Another important factor in getting tracked is having a secure website. One of the new criteria being evaluated is the insertion of the HTTPS certificate, which guarantees security, authenticity and trust for those who are searching online, being essential for e-commerce.
Also, a tip for URLs that are no longer in use: You can also optimize their crawl by redirects 301 and redirect users to a current URL. This way, you don’t miss out on traffic opportunities and make the most of them.
Incentive for engagement
Encouraging users to engage with your site or blog is also pretty cool, though not a straightforward ranking factor. But as Google evaluates traffic behaviour, having users sharing and commenting on your content can be very positive.
To do this, you can insert easy-to-use social sharing buttons during the reading process. That could increase sharing results by up to 700%, believe me?
Also, encourage readers to comment on your posts with CTAs. They can make comments that help with long-tail keywords, for example.
Image and video optimizations
The use of audiovisual resources is great to make reading more fluid and keep users on the page, not to mention the call for disclosure. Thus, the bounce rate decreases and their time on the site increases, indexes considered by search engines.
Images also need some settings. The first of these is in the file name, which must contain the keyword.
When inserting it, you must put the alt text, the alternative text in case the image does not open. He tells Google what the image is about and helps index it on Google Images, and promotes a much more accessible attitude for the visually impaired.
Taking the example of the Inbound Marketing post, which we have covered a few times throughout the article, if we insert a promotional image of an Inbound Marketing course, for example, we can leave the file name ‘inbound-marketing.jpg’ and the alt text as ‘Inbound Marketing Course’.
And to help speed up the site, prioritize light images with small file sizes, ok?
You may have heard that videos are the newest formats in the digital world. And they really are!
Because they are content with great user engagement, almost all social networks are prioritizing their display.
You can take this chance and embed videos in your publications as well. And for a better result, be sure to apply SEO techniques to Youtube.
Preferably, put the keywords in the headlines and speak them in the first 15 seconds of the videos, as YouTube is transcribing the content now.
In the descriptions, use the keywords again and their variations up to 250 words. Also, insert 10-20 relevant tags about the theme to improve its reach.
How to maintain an on-page SEO strategy?
Now that you know how on-page SEO really works, it’s essential to incorporate your day-to-day techniques to exponentially improve your Digital Marketing results.
This requires recurring tracking of publications and optimizing them from time to time, merging with optimizations for all new articles that are published.
Like Search Analytics for Sheets, you can use a spreadsheet, import your Google Search Console account data, and track SEO work on-page. In parallel, use a checklist of what should be reviewed in each post.
We help with:
- Title Tag;
- Goal Description;
If you already have a good volume of posts, try optimizing pages that fall between the sixth and twentieth positions on Google for the keywords you want. With content updates, you can reach the top positions.
Don’t be discouraged, all SEO jobs are long term investments, but with a higher ROI than proves stable over time! And then? Interested in SEO? If you want a complete overview of this essential part of every Digital Marketing strategy, I’m sure our Complete SEO 2.0 Guide can help you. Check it out now!