Paid ads can help you get noticed and connect with new customers, but search engine optimization (SEO) is still the king of digital marketing. According to Forbes, organic clicks account for 45% of all search result clicks.[1] That’s nearly five times as much traffic as Google clicks and over 25 times more clicks than paid ads. If you want a piece of all this traffic, you have to master on-page SEO.
On-page optimization includes the most important ranking factors that Google uses to determine where to position your content on search engine results pages (SERPs). This guide to on-page SEO will help you climb the rankings while providing a better user experience.
Why On-Page SEO Matters
On-page SEO ensures your website ranks well and attracts organic traffic. Optimizing various aspects of your web pages, including title tags and meta descriptions, will help you rank better and provide a better user experience. You’ll also need to conduct extensive keyword research so you can create content that aligns with users’ intent and needs.
Key Elements of On-Page SEO
There are several primary components of on-page SEO for web pages.
Title Tags
Title tags are one of the most important on-page SEO elements. They appear in the browser tab and as the clickable headline on SERPs.
Keep your tags concise. They should generally be between 50-60 characters, including spaces. Naturally, incorporate the primary keyword you are targeting at or near the beginning of the title tag. If you are targeting a longer keyphrase that exceeds 60 characters, use a variation of that term.
Use compelling language in your tag to encourage more clicks. For example, instead of “Home—ABC Bakery,” use “Delicious Baked Goods—ABC Bakery.”
Meta Descriptions
Meta descriptions are the short snippets displayed under the title tag in search results. They provide a summary of the page content and can boost your click-through rates. Keep meta descriptions between 150 and 165 characters, including spaces. They should be in complete sentences rather than fragments.
Incorporate your primary keyword into your meta description. Use the same phrase in both your meta text and your title tag. Keep your description concise and entice users to click on your page.
You can incorporate a call-to-action in your meta description if it’s for a landing or service page. However, it may be best to omit the CTA if your text is for a blog or information page. Provide readers with a brief preview of the type of information on the page.
Headers
Headers help structure your content and make it easier for search engines to understand. Adding a clear header structure also makes your content skimmable, allowing users to quickly track down the specific information or answer they are looking for.
Every page should have exactly one H1 tag that includes your primary keyword and accurately describes the page content. Use a mix of H2s and H3s to break up content into easy-to-read sections. Make sure your headers are logical. Naturally, incorporate the primary keyword and complementary phrases into your headers.
You should also try to balance the amount of content under each header. Creating a new H2 or H3 for roughly every 50-100 words of copy will keep your content skimmable. If a section is much longer than the rest of your content, see if you can break it up into smaller segments.
Blog Posts
Blogs are a critical part of on-page SEO. They provide a great tool for targeting specific keywords and answering common user queries. For instance, let’s say you run an HVAC company and have noticed an uptick in searches for the phrase “AC maintenance.” Creating a blog titled “5 Signs It’s Time for AC Maintenance” can help you target consumers who are querying this topic.
You’ll also need to include high-quality internal and external links in your blog posts. Make sure that you use relevant anchor text for your links. For instance, if you are routing users to a page about your search engine optimization services, you’d want to link to “search engine optimization” or “SEO.”
Content Optimization
Don’t focus solely on new content. If you have a lot of service pages and blog posts, go back and optimize them to improve their SEO performance. You can refresh old blogs, add trending keywords, and make other subtle changes to boost the rankings of existing content.
Avoid keyword stuffing, and make sure any changes you implement make sense. Don’t simply plug in a couple of new terms and hope for the best. Be strategic.
Mobile-Friendliness
Over 60% of all website traffic originates from mobile devices.[2] Ensuring your site is mobile-friendly is crucial for on-page SEO. If your content doesn’t display correctly on smartphones, you are neglecting more than half of your target audience.
Use a responsive design that adapts to different screen sizes. Optimize your site to load quickly on mobile devices. You don’t want users to wait too long, as they may bounce and pick the next option on the SERP.
Technical SEO
Technical search engine optimization involves enhancing your site’s backend to improve its visibility and performance. Google considers these ranking factors when evaluating your page.
Site speed represents one of the most vital aspects of technical SEO. Improve your site’s speed by compressing files, leveraging browser caching, and minimizing code. Use HTTPS to ensure a secure connection, as Google will penalize unsecured sites. You should also create and submit an XML sitemap to help search engines index your content.
Climb the Rankings With Full Circle SEM
Mastering on-page SEO can involve a lot of effort, some trial and error, and unwavering diligence. Or you could take the hassle out of search engine optimization by teaming up with Full Circle SEM, a metric-driven marketing powerhouse. We know what it takes to get you noticed and will implement strategic changes that deliver real results.
Connect with our team, and let’s chat about your SEO goals.
Sources:
[1] https://www.forbes.com/advisor/business/software/seo-statistics/
