The two main categories of an SEO campaign are on-site and off-site strategies. It is important for you to understand what these are, and how they can drive more leads to your site and improve your search engine ranking.
The process of optimising your website and the content on your pages is known as on-site SEO (or on-page SEO). By fine-tuning certain elements of your site, search engines will be able to better interpret your content, information and layout, which will cause your search ranking to improve.
Understanding and implementing on-site SEO techniques is the first step of your SEO campaign. This is because the more Google (and other search engines) can understand and decipher the content on your site, the higher you will rank.
Google has over 200 factors that will impact your organic ranking. This may seem overwhelming, but thankfully, on-site SEO is a very manageable starting point. It is also important to understand that there are several factors that should be focused on as they are weighted more heavily when determining your ranking.
Although it is not difficult to introduce on-site SEO techniques, the process requires careful planning. This is because once your website is launched, it is inefficient to go back and change on-page elements. It is crucial to target the on-site SEO factors that will have the most substantial impact on your ranking.
Researching keywords is a very important step as it helps determine which terms will most effectively generate organic traffic. It is important that keywords are relevant to your site as that will ensure that leads are highly-motivated. Having more leads that are genuinely interested in your site is preferable as it will ultimately result in higher conversion rates for your business.
The off-site factor of links that direct users to your page are important, but links can also be used internally to improve your ranking. On-page internal links can be embedded in your site to direct users to the most relevant and important content.
Although search engines will not penalise you for duplicating content, it also will not count towards your ranking. It is more effective to ensure you are creating distinct content for every page on your site.
Amount of Content
Google will take into account the length of your content. It is pointless to flood your page with paragraphs of useless content. However, a page with extensive and relevant information that genuinely adds value to your website will have a positive impact on your ranking.
While it is not necessary to inundate URLs with keywords, the structure of your URL should be clear and convey the content of your site.
Although meta descriptions are not as essential as they used to be, it is still useful to optimise them. This is to ensure that the content of your page is conveyed clearly and holistically. Optimising meta descriptions will also improve the SERP visibility of your website.
It is not just the written content of your site that impacts search engine results rankings but also the images you include. Image alt tags ensure that search engines can recognise and interpret images on your site. An effective image alt tag or caption will simply describe the content of the image.
Title Tag with Keywords
Including relevant keywords in title tags is one of the most significant ranking factors. As the page title directly effects how your page will look on a results page, it is crucial that it communicates what is on your site. In order to maximise the impact of your SEO campaign, the most relevant keyword should appear at the start of the title tag.
H1 Tag with Keyword
Just like the title tag, the H1 tag is an important on-site ranking factor. Although many keywords can be included on each page, it is most effective to use just one. The keyword included in the H1 tag should also be the most relevant.
These are just some examples of on-page SEO factors that will impact your ranking. Feel free to contact Green Web Marketing for a complementary consultation about these factors and how we can use SEO to help expand your business.