Utilize These On-Page SEO Techniques to Boost Organic Traffic
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Coupled with technical SEO and other digital marketing tactics, on-page SEO can play a huge role in your website’s capability to rank well. As Google and other search engines continue advancing their platforms and algorithms, it’s more important than ever to stay on top of your on-page SEO knowledge. Below, we’ll walk you through some of the most useful on-page SEO factors and how you can incorporate them into your marketing efforts to drive traffic.
What is On-Page SEO?
Commonly referred to as on-site SEO, this method is primarily used for optimizing a web page’s content for search engines, like Google. Ultimately, on-page SEO aims to boost search engine rankings and draw in more organic traffic. To help you better understand what goes into on-page optimization, we’ve outlined some of the key components below.
There’s much more to creating high-quality content than meets the eye. First and foremost, as you’re drafting new content, you should put your audience first and answer all their questions. Nothing will drive away searchers faster and lower your bounce rate than lackluster writing that doesn’t serve a purpose or need. Also, keep the user experience in mind and format your content around the interests of your target market. This doesn’t necessarily mean every blog post or piece of content written should center around your product or service. But, they should all somehow tie into your industry and your readers’ Google search intent. And lastly, ensure you’re updating your blog section regularly with fresh content. New content posting helps drive new users to your site, which in turn generates more organic traffic.
Keep these other helpful tips in mind as you’re writing page content:
- Avoid keyword stuffing
- Write engaging headers and subheadings
- Incorporate your targeted keywords
- Avoid writing duplicate content
- Separate sections 300 words or longer into subheadings
- Keep readability in mind and avoid lengthy sentences and passive language
Additionally, take advantage of your site’s existing web page content and repurpose it every so often. Not only will this save you a ton of time, but it also ensures your blogs stay up to date with recent data, allows you to perfect your work, and lets you incorporate new keywords you might have missed during the first go-around.
Keyword density was once regarded as the ultimate way to drive your on-page SEO efforts. Unfortunately, after newer algorithms rolled out, it’s become more difficult for webmasters and marketers to get away with keyword stuffing. Resorting to such extremes will more than likely result in penalties and make it that much harder to improve your SEO efforts and rank on the SERPs.
Instead of relying on outdated tactics, experts recommended:
- Using your target keywords within the first 100 words of your content
- Incorporating a mix of long-tail keywords and LSI keywords
- Utilizing Keyword Research
SEO strategists may not devote much of their time to perfecting URL structures. Nonetheless, they’re still a ranking factor search engines take into consideration. At its core, a proper URL structure should convey to users and search engines a specific web page’s purpose. For that reason, it’s crucial to include the target keyword in your website’s URLs and to keep them as clean and short as possible.
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Although internal linking doesn’t impact website authority the way link building does, it’s still incredibly important for on-page SEO and driving conversion and bounce rates. Internal links help Google grasp the relationship between your on-page sites. They also drive user engagement by guiding users through your website to find helpful case studies, services, and blog posts.
To create a robust internal linking strategy:
- Start by including internal links to and from other applicable web pages. Prioritize your high authoritative pages first, such as the homepage and service or product pages.
- Pick your anchor text wisely. Your anchor text should include a keyword or keyword phrase you wish the linked page to rank for.
- Avoid using the same anchors repeatedly, as this may send Google a signal that you’re keyword stuffing.
Metadata and Title Tags
Like content and keyword optimization, meta tags are unarguably one of the most critical on-page SEO factors you should devote your time towards improving. The meta description and meta title tags allow search engines and web users to fully grasp a page’s purpose. While the meta description doesn’t necessarily directly impact on-page rankings, the title tag does. However, the description can improve your website’s Click-Through Rate (CTR), which often correlates to better rankings and, of course, traffic. To optimize your metadata:
- Always try to keep your target keyword at the beginning of the title
- Steer clear of using all caps, if possible
- Ensure the title doesn’t go over 60 characters in length. Longer titles tend to get cut off in search results.
- Make sure your page titles are unique
- Limit the meta description to 250 characters
- Keep your descriptions relevant and clear. Make sure they accurately describe the purpose of the page and entices users to click.
If you need help crafting well-written metadata, consider installing a WordPress plugin, such as Yoast. These plugins can alert you when your meta descriptions and titles are too long and when they’re missing your primary keywords.
Similar to URLs and title tags, images can also be optimized for SEO relatively easily. As you save them initially, give the files a relevant name and ensure you separate each word with a hyphen. To enhance the quality of the image, make sure the image is compressed and that the file size doesn’t exceed 400kb. Going over this can negatively impact your page load time, which can affect search engine rankings. Tools such as Optimizilla and Canva can go a long way in helping you resize and compress your images. When done formatting, always add relevant alt text with the primary keyword included. Relevant alt text allows users and search engines to understand the image’s purpose better.
A page incorporating several headers has a much better chance of ranking organically and gaining more page views than a similar webpage that doesn’t. For one, readers are much more likely to grasp and understand the content that utilizes H1 tags, H2 tags, and so on. Plus, headings can help Google decipher the context of a webpage relatively quickly. As you’re creating your headings and subheadings, make sure to include your main keyword in the H1 header and your supporting keywords in the H2 and H3 headers. It’s also a good idea to incorporate long-tail keywords into headings when possible.
As with many digital marketing tactics, on-page optimization is a gradual yet rewarding process that takes time. Although this is by no means an exhaustive list covering every relevant on-page SEO technique, it certainly can help kickstart your SEO efforts and lead you in the right direction towards boosting your organic traffic!