On-page SEO Ranking Factors
SEO falls into two categories. On-page and off-site. On-page SEO is the foundation of all SEO. It is the process of optimising individual web pages to improve their discoverability in search engine results. Ensuring up to date and optimised pages increases the visibility of your website to your target audience, therefore enabling more site visits. There are several on-page factors that can affect search engine ranking, here are a few of the most important…
Content is the reason visitors will come to your site. It needs to be linkable, valuable and answer queries your audience may have. All content published on your website should be optimised with keywords. The aim of content is to drive traffic to your site, engage the reader, and keep them as a long term follower of your business. Good content supplies a demand. The best content is that that does the best job of supplying the largest demand.
The title of your content tells readers and search engines what the content is about. Google looks at the title tag of your piece and compares it to the rest of the page to gauge the relevance to the user’s search query. From the title, Google can then decide how relevant your page is to the query, and thus where you rank on results pages. Keep your title tags descriptive, short and engaging. The title almosts acts as a mini call to action to get people to go to your site and read your content!
Getting searchers to choose to visit your site over your competitors is vital. The meta description is not a direct ranking factor however, a well-written meta description can lead to a higher click-through rate with a greater chance of conversions. Think of the meta description as an organic mini ad, optimised with keywords and with a strong call to action.
URL’s should be short, concise and easily readable. You want readers to be able to quickly tell what the page is about. Use your keyword in your URL too to make it clear, separating each word with a hyphen.
Adding images to the page can benefit SEO and is good for user experience. Images break up text and can also help your SEO strategy if you optimise the image effectively. All images should be optimised with an alt tag that provides extra information about what the image is about should the image not load. Images also have the opportunity to appear individually in Google image search for each keyword in the alt tags.
These are aspects of on-page SEO that can be easily implemented on every page on the site. Even with no SEO experience, it’s easy to ensure your site is optimised to rank higher on Google.