What is on-page SEO?
In the history of search engine optimization, the rank of a piece of content in search engine results has typically come down to two key drivers: relevancy and authority built through content on your website. When optimizing your content, focus your copy on specific keywords that match what people are searching for online. Creating a SEO strategy has a lot of elements that you may already be using.
The first rule of an on-page SEO strategy is to think about what your target users might be searching for and make sure those keywords are on the page. This increases the likelihood of reaching those users as they go to Google, Bing or other search engines.
That being said, on-page SEO is basically about two things:
- Picking the best keywords around which to base each of your pages.
- Making it clear to search engines that your page revolves around those keywords.
On-Page Optmization: The Old Way
Search engine algorithms rank web pages based on numerous factors. The basic premise is that a page will show up in search engine results because the website has a page that mentions the searched for terms. Of course, many websites use the same keywords on the same page.
Hundreds of tools are littered across the web that allow you to measure the keyword density of a page. Some of them teach that more is better. As a result, webmasters would crank out keyword-stuffed text that was not interesting and/or provided a horrible user experience.
These keywords would be stuffed in various places, including: the URL, the page title, meta description tag, on-page leadings, and aggressively though out the page content.
On-Page Optmization: The New Way
Marketers should still be using keywords. Rather than littering them throughout every aspect of your page, think about the value you want each page to provide, and which keywords match that value. And rather than repeating the same word over and over again, you should use a diverse set of related keywords to help you rank for a variety of long tail keywords.
Also rank for a variety of lateral keywords. For example:
- Lawyer vs attorney
- Dentist vs oral surgeon
- SEO Strategy vs inbound marketing
Starting with on-page SEO is the best place to start. After setting up your website for search engines crawls, you'll almost immediately see movement on your keywords.