Building a New Website

On-Page SEO Optimisation

When a person visits your website, Google wants that person to be satisfied and that’s why it is crucial that each of your website’s pages are fully optimised.

On-page SEO is pretty easy to do and there are many changes you can make right now which will have a positive impact on your website in the long-term. On-page SEO is something which has remained the same for a long time, however, Google now prioritises it more than ever.

Every on-page optimisation has one goal: to satisfy the end-user. When you’re making on-page optimisations, ask yourself whether it’s going to improve the overall user experience.

If the answer to that is yes, you’re doing it right!

In the noisy marketplace which is the internet, optimising your page properly helps you get noticed by users as Google will rank you higher. You need to be up-to-date with the latest on-page SEO basics to get the most out of this.

In the noisy marketplace which is the internet, optimising your page properly helps you get noticed by users as Google will rank you higher. You need to be up-to-date with the latest on-page SEO basics to get the most out of this.

With algorithms such as Hummingbird, Panda and RankBrain playing a part in Google’s rankings, it is important to be on top of your game with on-page SEO.

Luckily, I am here to help you out with this! Once you’ve got the basics down, on-page SEO becomes a breeze and you’ll soon be on your way to ranking higher, raking in traffic and increasing conversions.

How I Can Help

I work with a vast number of clients operating across all industries. These clients include individuals, small start-ups and enterprise-level corporations and, for well over a decade, I have been helping them with their SEO.

I am an experienced and dedicated SEO consultant who helps companies reach their full potential by ranking highly in Google.

There is no avoiding on-page SEO; you need to do it properly to succeed. If you don’t do it at all or don’t do a decent job of it, you will harm your site’s ability to rank highly or at all.

A lot of on-page SEO is relatively simple and there are key changes you can begin making right now which will have a long-term positive impact on your website. The sooner you get going with it, the sooner you will see results!

On this page, I am going to cover on-page SEO and go over both basic and more advanced techniques. Most of the stuff below you may be able to do yourself. If you can’t, however, feel free to reach out to me at any time.

Me and my team are here to help you with your on-page SEO. Feel free to get in touch. If you want to learn more about SEO in general, and check out my other SEO pages[link] or my blog.

What Exactly is On-Site SEO?

It is the process of optimising the specific elements on your website’s pages to rank higher in Google and drive more traffic from search engines. On-site SEO concerns both the HTML and content on your pages.

It’s not just about Google, though! On-site SEO helps your users understand what your webpage is about and whether it is of interest to them.

Good on-page SEO helps Google figure out what is on your page, and it then uses this information to determine whether your website’s page is going to be of any relevance to the end-user’s search query.

Think of on-site SEO as being the process of making it easy for both Google and the end-user to figure out what your website is about, identify it as being relevant and find it useful.

It’s About More Than Keywords

Historically, SEO has been all about keywords. That’s no longer the case, though, but it’s still important.

Today, search engines such as Google are a lot more sophisticated and can take into account far more than keywords alone. Simply optimising keywords on your pages is not enough on its own to drive the traffic that you need.

Whilst keywords still matter, relevance is more important; Google can judge whether the keywords and combinations you are using are relevant and make sense. If they don’t, you won’t rank (or rank very highly.)

SEO is now more about understanding who your visitors are and what they want as opposed to keyword repetition and combinations. By knowing who your visitors are, you can perform keyword research and use that to create relevant content.

This is the best way to optimise your pages. Pages which are optimised properly have content which is –

  • Unique: Duplicated or ripped content from other sites will be caught by Google and can stop you from ranking completely.
  • Authoritative: Your content needs to be reliable and trustworthy in its own right – will your users learn all they need to know from your page alone?
  • User-Friendly: Content needs to be easily readable and organised on your site in a way which is easy to access. It also needs to be clean, avoid over-using ads or links.
  • Thorough: Your content needs to be in-depth if you want to stand a chance at ranking.

5 Non-Keyword-Related Ways to Optimise Your Pages

Beyond the use of properly researched and relevant keywords in high-quality content which relates to your target market, there are a number of other on-page factors which can make or break a page’s ranking potential.

These include –

  1. Page Loading Speed

Google uses page loading speed as a priority ranking factor. Research has suggested that pages which take more than two seconds to load will be abandoned by users over 60% of the time, and that increases to over 80% for load times of three seconds and above.

Page speed is important for both the overall user experience and page ranking. If your pages are slow, your users will get frustrated and leave, and it will be harder for Google’s bots to crawl and index your pages.

There are a number of ways you can speed up your pages, including:

  • Minimise the use of CSS, JavaScript and HTML. Optimise your code!
  • Reduce the number of redirects.
  • Compress the size of files larger than 200 bytes using Gzip software.
  • Optimise browser caching so your pages are cached for longer.
  • Use a reliable host which has good server response time.
  • If you’re using CMS’ such as WordPress, ensure they’re up-to-date.
  • Optimise images (i.e. ensure you’re not uploading huge images which get compressed down to a smaller size – upload the size you need to use.)
  1. Optimise Your Site for Mobile

Google will soon be launching its mobile-first index which prioritises mobile-friendly websites over those which aren’t.

It is now more important than ever to make sure your website either i) has a mobile version or ii) is optimised for mobile and other devices in some other way. Mobile optimisation simply means that your website displays properly and is easy to use no matter which device it is visited from.

Mobile-friendly websites are not new and there has been ample time for webmasters to get to work on theirs. If you haven’t, you really need to get on it!

Luckily, it’s not too difficult to do, and if you’re using a managed CMS such as WordPress, you may find that you are using a theme which is already optimised for mobile. Why not try visiting your website from your phone and see how it looks?

You’ll be able to tell if your site isn’t mobile-friendly, trust me!

  1. Page Segmentation

Where you place your words and content on your pages is just as important as the content and words themselves. Web pages are made up of lots of different parts – headers, sidebars, footers, menus and central elements – and search engines know what they’re looking at.

Content which is in more relevant sections of your website (i.e. in the main body of your page) is given more weight when it comes to ranking than content in headers and footers.

Page segmentation is more important when it comes to mobile devices because these tend to only show certain parts of a page, such as the header and main body. On mobile, there is less screen real estate and thus less space for sidebars etc.

This ties right back into Google’s mobile-first index; it wants to only display content which is relevant and so it will look at content in your header and main body before anything else.

  1. Optimise Your Titles

Your page’s main title should be wrapped in the <h1></h1> HTML tag. This tells Google that it’s the title of your page and helps search engines determine what your page is about.

Using your page’s main keyword in this title is important for SEO purposes and it can really help with ranking. This is one of the simplest on-page optimisations you can do, however, it is often overlooked by webmasters operating outside of CMS platforms.

For good measure, any subheadings should be wrapped in <h2></h2> tags and include your target keyword in at least one of these subheadings. Don’t overdo it, however, as this will constitute keyword stuffing which can prevent your page from ranking.

  1. Link Internally and Externally

Google recognises that high-quality and authoritative websites often link to other authoritative websites too, and also link back to their other pages and pieces of content.

If you’re not yet including internal and external links as a standard part of your content, then you will be missing out on some very simple on-page SEO. For a great example of internal linking, just take a look at any Wikipedia page.

As a rule, you should be including two to three internal and external links (so between four and six links) per post. Outbound links which are relevant to what your content is about help Google to understand what your page is about.

Recent studies have shown that websites with outbound links outrank those with inbound links only.

  1. Optimise for Conversational Searches

Conversational search is something Google focuses highly on with its Hummingbird algorithm and your content needs to be written in a way which is more casual and conversational.

With the increased use of mobile and smart home assistants such as Alexa, Siri and Google Home, searches are now regularly performed with the spoken work. Naturally, these searches are much more conversational.

For your pages to be shown in the search results of conversational searches, your content needs to be exactly that. Overly conservative and rigid content which is superfluous and complex will be given less priority over content which is friendly and more casual.

There is no ride-or-die method of doing this and it largely depends on what your content is about.

The best way to attack this is to learn what your target market is searching for, what questions they are asking and how these are being answered by your competitors. When you’ve done this, you can start creating content which answers these questions better than anybody else in a friendly and more casual manner.

These are six simple on-page SEO techniques which you can start looking at right away. They will make a dramatic change to your website’s overall quality and ranking ability, so don’t delay in getting to grips with them.

Two Major Google Algorithms You Need to Know About

Google are always trying to weed out websites which, despite their low-quality content, are ranking highly. Keyword stuffing, thin content and general spam are all things which Google are actively trying to purge.

If you’re not careful, your website can be caught out by their algorithms despite your best intentions.

Google Panda

The Panda algorithm which was released in 2011 by Google is still being updated regularly. Simply put, if your website is full of unoriginal and low-quality content, Panda will find out and Google will not rank your pages.

Therefore, it is important to prioritise high-quality content above all else; it is the most important on-page ranking factor. You shouldn’t confuse high-quality content with keywords, either – they are two completely different things. You can have quality content without the use of keywords.

Google Panda is now a core ranking algorithm. By consistently producing high-quality content and meeting the expectations of your site’s visitors, you can avoid being flagged up by it and having your website removed from search engine results.

So long as you are producing good content which is optimised for a high-volume keyword and meets the needs of your visitors, you will be safe.

Google RankBrain

RankBrain came around in early 2015 and it is something which still has even the most experienced marketing professionals scratching their heads.

Since its release, it has become Google’s third most prominent ranking factor behind Panda. It is a machine learning system which uses artificial intelligence to crawl and rank websites. That’s all we really know so far.

RankBrain interprets end-user searches and finds pages which don’t use the exact keywords searched for, but may still be relevant and of use to the searcher. As a result, to avoid being flagged by Google RankBrain, the content on your pages should be written in a way which reads naturally and flows easily.

RankBrain prioritises efficiency, too. To that end, content which quickly gets down to business and answers the questions of your visitors is viewed more favourably than content which is floury and complicated.

So, What Does the Perfectly Optimised Page Look Like?

Seamless. That’s what. It creates a memorable experience and strengthens your image.

Inside-out, your page should be seamless. From its overall appearance to its content and the backend technical aspects, the perfectly optimised page incorporates virtually all aspects of SEO.

Content which is of a high-quality and relevant, use of internal and outbound links, properly written meta tags, titles and descriptions, marked-up structured data and a design which prioritises mobile devices are all things which need to be included on the perfectly optimised page.

With a little bit of hard work and determination, you can be well on your way to optimising all of your website’s pages in this manner; it’s not contextually difficult, it is more a matter of the time it will take than anything else.

By ensuring your pages provide Google with all the right signals through good content, optimised code, use of title tags, headings and meta tags, you will also be providing your visitors with all the information they want and need.

This is what on-page SEO is all about. It’s very simple!

When you’ve done all your optimising and you are happy with your work, track your site’s performance by using Google Webmaster Tools and Google Analytics. These tools are a must-have for webmasters.

Reaching Out to an SEO Consultant

Although on-page SEO is relatively simple, it’s a time-consuming process which requires ongoing attention. A page cannot be optimised and left alone; it needs to be regularly maintained.

Even though you don’t need specialist knowledge or experience to carry out on-page SEO, your time is likely to be better spent elsewhere… you are running a business after all!

This is where things become difficult and you have to decide what to focus on and how to split your time without hindering the success of either your business or your on-page SEO.

If this is you, outsourcing your on-page SEO and other digital marketing tasks may be a good idea. Many companies, particularly start-ups, outsource their digital marketing to professionals such as me who have years’ worth of experience full-time in the industry.

SEO is what I do day in, day out. As a result, I am in a good place to help your business grow through the proper implementation of an on-page SEO strategy. I have worked with thousands of clients to deliver measurable results in my time as a digital marketing consultant.

By working together, we can fully optimise all your site’s pages so that they deliver the results you need by ranking highly in Google and other search engines.

If my services could be of use to you, feel free to get in touch for an obligation-free chat. Even if you’re not interested in my services but want to ask a couple of questions, I am more than happy to help guide you in the right direction.

Alternatively, you can learn more about SEO in general by visiting my blog or checking out some of my other SEO pages.