On-page SEO is the process of optimizing content on individual pages to rank better on search engine result pages (SERPs.) Some of what goes into on-page SEO optimization can actually be seen on the page while others remain in the background.
Why On-Page SEO Matters?
As highlighted, optimizing various elements of your page as part of your on-page SEO strategy will increase your chances of ranking higher in SERPs. A higher ranking will attract more organic traffic to your site.
Additionally, optimizing your pages and their content will lead to a better overall user experience. Give users a great user experience and they will be sure to act; be it by engaging with your content through shares and likes, or buying your products and boosting your sales.
On-Page SEO Checklist
Not sure where to get started with on-page SEO? Here is a comprehensive checklist with practical tips to get you started:
1. Identify and Optimize Target Keywords
Perform keyword research and identify what words and phrases the target audience uses to find pages such as yours. Optimizing the keyword requires going a step ahead and analyzing and understanding the search intent or what motivates people to search for the keyword. Pay attention also to the keyword search volume and keyword difficulty. With all this information you can choose the best keyword to increase your visibility and rank better in search engine results.
2. Optimize your Page Title Tag
The title tag is the page title that will appear in the SERPs. It should tell the search engine about your page and entice the target audience to click on it. It should therefore be descriptive and for better on-page SEO optimization, should include your page’s primary keyword. If possible, have this keyword at the start of the page title.
You can also secondary keywords on the page title, as long as it’s natural, and doesn’t come across as keyword stuffing. To ensure the title tag displays correctly, aim to keep it no longer than 60 characters (including spaces.) Longer titles will only end up being truncated. Another best practice is to use your brand in the page title.
3. Use Headers
Use header tags to organize your content. Headers make your content easier to scan and more engine search-friendly.
Have a <h1> tag that contains your page’s headline or on-page title. This is not to be confused with the page title because while the page title appears on the SERPs, the <h1> headline appears on your page. Use <h2> and <h3> tags throughout your page, but ensure you place the primary keywords in the <h1> and <h2> tags.
4. Add a Meta Description
Craft a meta description that summarizes your page’s content. This page description appears in the SERPs and if create a good one, it will encourage users to click on your page. While not a direct ranking factor, attention to the meta description belongs in the on-page SEO checklist because it helps your page stand out in the SERPs, boosting clicks.
Use a complete, and powerfully compelling message or two, and aim to use your keyword. While Google allows for longer meta descriptions, aim to keep yours to 120 characters to avoid truncating.
5. Include Target Keywords in the Body
Sprinkle the relevant keywords throughout your content wherever they fit naturally. Use the primary keyword in the first paragraph of your body content and the secondary keywords throughout the body content.
Avoid keyword stuffing at all costs as it can be detrimental to your page’s SEO. You may be penalized by search engines, not to mention the fact that your content will be spammy and present a not-so-great reading experience for users.
6. Review Content Quality
Away from keyword optimization, the quality of your content should be such that it matches user intent and keeps users engaged. Anything short of this and your page will not be able to stand up to the competitors and will fall off SERPs.
Quality indicators to keep in mind for your page content include originality, accuracy, and length. Also pay attention to your content’s readability, tone, and proper formatting.
7. Make the URL Slug SEO-Friendly
The url slug is the part of the url that is unique to the page. It should be descriptive, yet clear and concise.
Using your page’s primary keyword or keyword phrase is one surefire way to make it more SEO-friendly. Separate the words in your url slug with hyphens. Also, keep it evergreen by avoiding mentioning dates.
8. Add Optimized and Engaging Visuals
From illustrations and photos to how-to videos, add visuals wherever they add some value to your page’s content. Adding engaging videos will get your page more views and earn you more shares and backlinks.
Optimize your images by adding an alt-text. The alt-text should be descriptive, specific, and contextually relevant to the page. Use the keyword, but only sparingly to avoid stuffing and aim to keep the alt-text shorter than 120 characters. Resizing and compressing your images will also optimize them, ensuring minimal effect on your page’s loading time.
With videos, aim to create content that closely matches user intent. It will also boost your SEO efforts to create videos on YouTube and embed these videos into your content.
9. Add Internal and External Links
Internal links make it easier for users to navigate around your site. They also help search engines to realize interrelationships between your pages. Use relevant anchor text on your internal links and be strategic with where you place them throughout your content.
Linking to trustworthy and credible sites tells search engines and target audiences that your site is just as credible. High-quality pages usually link to other high-quality pages, which is why outbound links can help determine your content’s quality and rank you favorably.
10. Apply Schema Markup
Schema markup, also known as structured data is a type of coding language that tells search engines more about the data on your page. The more search engines know about the type of site you have and what data is on it, the better the accuracy with which you will be ranked. Google supports 30 + types of schema which you can leverage for better on-page SEO optimization.
Wrapping it Up
For all the advantages it offers, you must stay on top of on-page SEO for your site. That said, getting through every action item on this on-page SEO checklist can seem quite overwhelming. But not so much with the right person for the job. As a professional SEO services specialist, I specialize in on-page SEO and have both the experience and tools to deliver excellent results. My approach is to fully understand your site and tailor my implementation of this checklist for your site’s best on-page SEO.