On-Page SEO: What It Is and How to Do It

What Is On-Page SEO? On-page SEO (also known as on-site SEO) is the process of optimizing web pages and their content for both search engines and users. It can help your pages rank higher on Google and drive more organic traffic to your offers.

Common tasks associated with on-page SEO include optimizing for search intent, crafting compelling title tags, building internal links, and creating SEO-friendly URLs.

On-Page SEO vs. Off-Page SEO

Let’s dive into different techniques for optimizing your site for on-page factors. But first, let’s clarify the difference between on-page and off-page SEO:

On-page SEO covers everything you can do on a webpage (or internally) to improve your rankings. This includes optimizing content, HTML source code, and images.

Off-page SEO involves optimizing factors outside of your site (or externally) to boost your rankings. Backlinks are arguably the biggest off-page SEO factor. Other examples include social media signals, brand mentions, and local SEO activities.

Read More: Best Link Building Strategies

Both are crucial components of a solid SEO strategy.

But you have more control over on-page SEO factors. So focusing on those is a great place to start.

Why Is On-Page SEO Important? Search engines use keywords and other on-page SEO elements to determine whether a page matches a user’s search intent.

If the page is relevant and useful, Google serves it to the user.

In other words:

Google pays close attention to on-page SEO signals when ranking pages.

While the Google algorithm is constantly evolving, Google continues to prioritize user experience. They recommend focusing on “people-first content.”

This means creating valuable content that matches user intent is more critical than ever for site owners. By aligning your content with what users are searching for, you increase your chances of ranking higher in search results and attracting potential customers to your offers.

Now, let’s explore how you can update your content to reflect on-page SEO best practices.

Pro Tip

To quickly get actionable on-page SEO optimization ideas for your website, consider using tools like Mangools SEO. Their free plan offers basic features to help you get started with your on-page optimization efforts, though you may find more comprehensive insights with paid plans as your business grows.

10 On-Page SEO Techniques for Your Website Here are some key on-page optimization techniques you should consider:

1. Create unique, helpful content
2. Strategically place target keywords
3. Craft keyword-rich title tags
4. Write click-worthy meta descriptions
5. Use headings and subheadings to structure your page
6. Optimize URLs
7. Add internal links
8. Include external links
9. Optimize images
10. Improve page speed

Let’s look at these in more detail.

1. Create Unique, Helpful Content

One of the most important on-site SEO steps you should take is to create high-quality content that matches your readers’ search intent.

Start by performing keyword research to find relevant topics and target keywords. Tools like Mangools KWFinder can help you discover profitable keywords for your content.

For this example, let’s say we’re researching the keyword “best audiobook apps.”

You’ll want to look for keywords with a good balance of search volume and keyword difficulty. It’s much harder to rank for more competitive keywords (which have higher difficulty scores).

Target less competitive long-tail keywords, too. They often have lower search volume but lower keyword difficulty, which means they can be easier to rank for.

Once you’ve selected your keywords, it’s time to create your content. Here are a few best practices to create optimized, high-quality content:

• Incorporate keywords naturally into your content (and avoid keyword stuffing)
• Ensure your content matches the search intent of your target keyword
• Fully answer the query—your content should be useful to users
• Write unique content that offers something competitors don’t
• Include visual content (more on that later)

When creating content for your website, focus on providing value to your readers. For example, if you’re writing about the best audiobook apps, don’t just list the apps and their features. Instead, offer insights into how each app can enhance the user’s listening experience, compare pricing structures, and highlight unique features that set each app apart.

Remember, the goal is to create content that not only ranks well but also converts visitors into customers for your products.

Read more: How to Start a Blog/Write Blog Posts

2. Place Target Keywords Strategically

Now that you have your target keywords, it’s time to strategically place them in your content.

Google scans your content to see what a page is about—and readers will likely do the same.

So you should include your target keywords in these key areas:

• H1
• First paragraph
• Subheaders (H2s, H3s, etc.)
• Throughout the content (naturally)
• Meta description
• URL
• Image alt text

This will help Google gain context about the topic of your page. And users will be able to quickly tell whether the page matches their search intent.

You can begin analyzing your content with tools like Mangools SERPChecker. While their free plan has limitations, it can give you a starting point for optimizing your on-page elements.

When placing keywords, it’s crucial to maintain a natural flow in your writing. Here’s an example of how you might incorporate keywords in the first paragraph of your audiobook app review:

“Finding the best audiobook apps can transform your reading experience. Whether you’re a busy professional looking to maximize your commute time or a book lover seeking a new way to enjoy literature, the right audiobook app can make all the difference. In this guide, we’ll explore the top audiobook apps of 2024, comparing features, pricing, and user experiences to help you find your perfect listening companion.”

Notice how the keywords “best audiobook apps” and “top audiobook apps” are naturally integrated without disrupting the flow of the text.

3. Write Keyword-Rich Title Tags

Title tags are pieces of HTML code that indicate what the title of a page is. They display that title in search engines, social media posts, and browser tabs.

They can also influence whether a user decides to click on your page.

They can look like this on the SERP (search engine results page):

“10 Best Audiobook Apps for Bookworms in 2024 | Top Picks”

Here are a few tips to follow when writing your title tags:

• Keep it brief. We recommend keeping title tags between 50 and 60 characters so Google doesn’t cut them off
• Include your target keyword. This helps both Google and users determine what your page is about.
• Be unique. Avoid duplicate title tags so that each individual page’s purpose is clear to Google (and users know what they’re clicking on).
• Use power words. Words like “best,” “top,” “essential,” or “ultimate” can make your title more clickable.
• Include the current year. For content that may be updated regularly, including the year can signal freshness to both users and search engines.

Here are a few more examples of effective title tags for content:

“5 Best Fitness Trackers for Weight Loss in 2024 | Buyer’s Guide” “Top 7 Wireless Headphones Under $100 | Expert Reviews” “Ultimate Guide to Choosing the Best DSLR Camera for Beginners”

Remember, your title tag is often the first impression users have of your content in search results. Make it count!

4. Write Click-Worthy Meta Descriptions

A meta description tag is an HTML element on a site that provides a brief summary of the page. Search engines like Google may use it to generate a snippet (the descriptive text part of a search result).

It usually shows up on the SERP below your page’s title. Here’s an example:

“Discover the top 10 audiobook apps for book lovers in 2024. Compare features, prices, and user reviews to find your perfect listening companion. Start your free trial today!”

Meta descriptions don’t directly influence Google rankings. But, like title tags, they can be a deciding factor between a user clicking on your page or another one. Which means they can encourage more search traffic to your offers.

Follow these best practices to increase your chances of Google using your chosen meta description:

• Consider mobile devices. Google truncates meta descriptions after about 120 characters on mobile. So it’s best to keep them on the shorter side.
• Include your target keyword. This helps users determine if the page matches their search intent.
• Use active voice. Active voice saves space and communicates your message more clearly.
• Add a CTA (call to action). Entice users to click with CTA phrases (like “start your free trial” or “find your perfect app”).
• Highlight unique selling points. Mention what makes your content or offer special.
• Create urgency. Words like “limited time offer” or “exclusive deal” can encourage clicks.

Here are a few more examples of effective meta descriptions for content:

“Looking for the best budget laptops? We’ve tested 20+ models to bring you the top 5 performers under $500. Find the perfect balance of price and performance today!”

“Confused about which smart home devices to buy? Our comprehensive guide breaks down the pros and cons of the top 8 smart home ecosystems. Make your home smarter now!”

“Discover the 7 best travel credit cards of 2024. Compare rewards, bonuses, and perks to find the card that will take your travels further. Start earning points today!”

5. Use Headings and Subheadings to Structure Your Page

H1 tags and subsequent headings allow users to easily skim your page. And they help Google understand the hierarchy of your content.

Headings also help Google better understand your page’s structure and determine whether your page matches a user’s search intent. Which can help you rank higher for relevant keywords.

Use the H1 as your page title or headline. And include H2s to cover subtopics. If you need to cover content in further detail, use H3s, H4s, etc.

For example:

H1: 10 Best Audiobook Apps for Bookworms in 2024

H2: What to Look for in an Audiobook App H3: Library Size and Selection H3: User Interface and Experience H3: Pricing and Subscription Options

H2: Top 10 Audiobook Apps Reviewed H3: 1. Audible H4: Key Features H4: Pricing H4: Pros and Cons H3: 2. Scribd H4: Key Features H4: Pricing H4: Pros and Cons …and so on.

This structure not only helps search engines understand your content better but also makes it easier for users to navigate and find the information they’re looking for. For website owners, this can mean higher engagement rates and potentially more conversions.

When writing your headings, consider including relevant keywords naturally. This can help reinforce the topic of your content to both search engines and users. However, avoid keyword stuffing, as this can harm your rankings and user experience.

6. Optimize URLs

Google recommends using simple URLs that don’t look “cryptic” or intimidating. In other words:

Use words that are relevant to your content so users can tell what your page is about.

Avoid random numbers, publish dates, or full sentences. Website themes will often use these by default, so it’s important to update your URL before publishing.

Using your target keyword in your URL is a good way to ensure your URL matches the topic of your content.

An “unfriendly” URL might look something like this: www.yoursite.com/post-id?123456

And this is how you could update it to be more useful and easy to understand: www.yoursite.com/best-audiobook-apps

The more context Google has about a particular page, the better it can understand it. And if Google understands what a page is about, it’s able to match it with relevant search queries.

Here are some additional tips for optimizing your URLs:

• Keep it short. Shorter URLs are easier to read and share.
• Use hyphens to separate words. This improves readability for both users and search engines.
• Avoid stop words. Words like “a,” “the,” “and,” etc., don’t add value to your URL.
• Be consistent. Use a similar structure across your site for better organization.
• Consider using categories. For example: www.yoursite.com/category/specific-topic

Remember, if you change the URL of an existing page, set up a 301 redirect from the old URL to the new one to preserve any existing SEO value.

7. Strategically Add Internal Links

Internal links are hyperlinks that point to different pages on the same site. Here’s what an internal link might look like on your website:

“Check out our guide to the best headphones for audiobook listening.”

Internal links are an important part of on-page SEO optimization. Here’s why:

• They help search engines understand your site’s structure and how pages are related to each other
• They allow Google crawlers to discover and navigate to new pages
• They signal to Google that the linked-to page is valuable
• They help users navigate through your website (and keep them on your site longer)
• They distribute page authority throughout your site

When adding internal links, consider the following best practices:

• Use descriptive anchor text. Instead of “click here,” use text that describes the linked page.
• Link to relevant content. Ensure the linked page is truly related to the context of the link.
• Avoid over-linking. Too many links can overwhelm users and dilute the SEO value.
• Link to important pages. Prioritize linking to your cornerstone content or high-converting pages.
• Update old content. Regularly review older posts to add links to newer, relevant content.

Internal linking can be particularly powerful. You can use it to guide users through your sales funnel, from informational content to product reviews and ultimately to your offers/services.

8. Add External Links to Authoritative Sources

External links are links on your site that point to other sites. They’re important because they enhance user experience and build trust with your audience.

Google has said that adding links to authoritative external sources is a great way to provide value to your users.

Here are a few best practices for you to follow:

• Only link to authoritative and trustworthy sites related to the topic and niche
• Use descriptive and natural anchor text to show readers what to expect when they click
• Balance the number and placement of external links to avoid looking spammy
• Consider opening external links in a new tab to keep users on your site
• Update external links regularly to ensure they still point to relevant, live pages

You can quickly check your site for external link issues with tools like Mangools LinkMiner, though keep in mind that the free plan may have some limitations.

External linking can be tricky. While you want to provide value to your readers by linking to authoritative sources, you also don’t want to lead them away from your offers. Here are some strategies to balance this:

• Link to studies or statistics that support your product recommendations
• Reference manufacturer websites for technical specifications
• Link to industry news or trends that highlight the need for your products

Remember, the goal is to build trust with your audience. By linking to reputable external sources, you’re showing that your recommendations are based on solid research and industry knowledge.

9. Include and Optimize Images Include and Optimize Images

Including images in your content increases your chances of ranking in Google Images. This is a great way to get more traffic to your site.

A good place to start optimizing your images is by writing descriptive alt text for them.

Alt text (short for alternative text) is text included in HTML code that describes an image on a webpage.

It has two main purposes:

• It provides context for search engine crawlers
• It allows people using screen readers to hear descriptions of images

Here are some tips for writing good alt text:

• Keep it brief. Screen readers stop reading alt text after about 125 characters.
• Include a target keyword. Include your target keyword for context (but don’t spam keywords for the sake of it).
• Don’t add alt text to decorative images. Graphics like horizontal page breaks, a magnifying glass in a search bar, etc., don’t require further explanation.
• Don’t include “image of” or “picture of.” Alt text implies that it’s describing an image, so there’s no need to waste characters on these phrases.
• Be specific and descriptive. Describe the image in detail, including any relevant text that appears in the image.

Beyond alt text, here are some additional image optimization techniques:

• Use descriptive file names. Instead of “IMG_12345.jpg,” use something like “best-audiobook-app-interface.jpg”
• Compress your images. Large image files can slow down your page, so use tools like TinyPNG to reduce file size without losing quality.
• Choose the right file format. Generally, use JPEG for photographs and PNG for graphics with text or transparent backgrounds.
• Implement lazy loading. This technique delays loading images until they’re about to enter the viewport, improving initial page load time.
• Use responsive images. Ensure your images display correctly on all device sizes.

Images can be particularly powerful. Consider using:

• Comparison charts of different products
• Screenshots of app interfaces or software
• Infographics summarizing key points

Remember, all images should add value to your content and enhance the user experience. Don’t add images just for the sake of having visuals – make sure they contribute to your content’s message and help your readers make informed decisions about the products you’re selling/promoting.

10. Optimize for Page Speed

We may never know every Google ranking factor. But we do know that page speed is a confirmed ranking factor.

So it’s more important than ever to optimize for page speed, especially for business owners looking to convert visitors.

You can use Google’s free PageSpeed Insights tool to get an overall performance score for both mobile and desktop, in addition to actionable suggestions for improvement.

This tool assesses Google’s Core Web Vitals, which are factors that impact page experience.

The Core Web Vitals are:

• Largest Contentful Paint (LCP): amount of time it takes for the main piece of content to load
• First Input Delay (FID): amount of time it takes for your website to respond to the first interaction from a user (like a click on a link)
• Cumulative Layout Shift (CLS): amount your webpage shifts (or “moves down”) as more content (e.g., banners, images) loads

Here are some tips to improve your page speed:

• Minimize HTTP requests by reducing the number of elements on your page
• Enable browser caching to store some data on your visitors’ devices
• Minify CSS, JavaScript, and HTML to remove unnecessary characters
• Use a Content Delivery Network (CDN) to serve your content from servers closer to your users
• Optimize your images (as discussed earlier)
• Use asynchronous loading for CSS and JavaScript files
• Reduce server response time by using a high-quality hosting provider
• Use Wordperss plugins like WP Cache

Remember, faster loading times can lead to better user experience, lower bounce rates, and potentially higher conversion rates for your offers.

Advanced On-Page SEO Tactics

Once you’ve mastered the basics, consider these advanced on-page SEO tactics:

1. Implement Schema Markup: Schema markup is a type of structured data that helps search engines understand your content better. Product schema can be particularly useful. It can help your product reviews appear as rich snippets in search results, potentially increasing click-through rates.
2. Optimize for Featured Snippets: Featured snippets appear at the top of search results and can significantly increase your visibility. Structure your content in a way that directly answers common questions in your niche. Use clear headings, bullet points, and concise definitions to increase your chances of being featured.
3. Create Topic Clusters: Instead of focusing on individual keywords, create clusters of content around core topics. This involves creating a pillar page that broadly covers a topic, with several related pages linking back to it. This strategy can help establish your site as an authority in your niche.
4. Optimize for Voice Search: With the rising popularity of voice assistants, optimizing for voice search is becoming increasingly important. Focus on natural language and question-based queries. Consider creating FAQ sections that directly answer common questions in your niche.
5. Use TF-IDF Analysis: TF-IDF (Term Frequency-Inverse Document Frequency) analysis can help you identify important terms to include in your content beyond your main keyword. Tools like Mangools SERPChecker can help with this analysis, though advanced features may require a paid plan.

Conclusion

Implementing these on-page SEO techniques will help improve your content’s visibility in search results. While tools like Mangools SEO can assist in your optimization efforts, remember that creating high-quality, user-focused content should always be your primary goal. Start with the free plan to get a feel for the tools, and as your business grows, you can consider upgrading to access more advanced features.

By focusing on these on-page SEO elements, you’ll be well on your way to boosting your content rankings and driving more organic traffic to your offers. Remember, SEO is an ongoing process, so keep testing, tweaking, and refining your approach as you grow your business.

Stay patient and consistent in your efforts. While results may not be immediate, a well-executed on-page SEO strategy can lead to long-term success in your endeavors. Keep learning, stay updated with the latest SEO trends, and always prioritize providing value to your audience. With time and dedication, you’ll see your content climb the rankings and attract more potential customers to your offers.