On-Site SEO Explained
Once you have performed a full in-depth audit of your website, you can then start making changes to it.
This process is known as on-site search engine optimisation, or SEO as it is more commonly known.
It refers to the practice of optimising all of the elements that are within the website itself, ergo on-site SEO.
It is the opposite of off-site SEO, which deals with the optimisation of external elements like links.
Properly executed on-site SEO sends the right signals to search engines like Google and lets them know that your website is relevant to a particular search query.
The Importance of Keywords
Keywords used to be at the forefront of on-site SEO, but thanks to some clever updates from Google, keywords are no longer at the centre of importance.
That being said, keywords are still a ranking factor, and in-depth keyword research is a must when optimising a site.
There are several tools that you can use for keyword research, including Google’s own Keyword Planner.
Once you have comprehensive list of keywords it is time to start using these keywords and their synonyms on your website pages.
This has to be done in a way that is relevant to the content of the page, as Google is very skilled in distinguishing ‘keyword stuffing’ and repetition in a way that is not of any value to its users.
Content is King
The aforementioned update from Google is highly capable of determining quality of content within a web page.
This make is more important than ever to ensure that all content on your website is of a high calibre that providers value to those who come across it.
Content should be:
- Detailed – Content must be thorough and provide more than just surface level information
- Unique – Google wants to see original content, not just pages that are churned out
- Accessible – Content should be user friendly and not a chore to get through
- Authoritative – Your content must be researched and reliable as a source of information
- Helpful – Above all, content has to deliver value as an answer to a search query
Other Crucial Elements of On-page SEO
Beyond these main elements there are several other factors that go together to improve overall SEO.
Google takes many technical signals from websites and uses them in its overall ranking process.
Some of these signals include:
- Links – How many internal or external links are there on the page?
- Speed – How quickly does a page take to load?
- Markup data – Are you using Schema.org structured markup data or similar?
- URL – Are your URL clear instead of being endless strings of characters?
- Mobile Responsive – Are your webpages friendly to mobile browsers?
- Metadata – Do your pages have metadata and descriptions on them?
Our Approach to On-Page SEO
Our approach is simple.
Learn about the company, learn about the marketplace, roll out an on-page plan that works.
We constantly test our approach with auditing software to ensure that what we are doing is actually working.
We know not to overdo certain aspects of on-page SEO, like keywords and links.
We keep up to date with Google’s updates so we are always one step ahead.