9 Essential On-page factors for success in 2023

February 22, 2023 | Advanced SEO

Most people assume there’s nothing more to On-page SEO than spreading several keywords here and there. Well, that’s not true. Even though keyword placement still works, it’s much less critical than it used to be. In the meantime, On-page optimization is considered the simplest part of SEO. You can have full control over it without requiring much technical knowledge.

In today’s video, we’ll bring you some of the most important On-page SEO factors that can significantly enhance your business’s SEO.

Meta Title
The title tag is the title of your web page when seen on search engines. Whenever you’re searching for something on Google, the part that consists of the name of the article that you click is the title tag. The article’s name is what encourages people to click on it.

Whether they click or not depends on how related it is to their search, so your task is to make it as relevant as possible. In addition to adding a keyword, you can do some other things, like keeping it within 60 characters. Avoid including too many keywords. Avoid using all caps. Place main keywords before others add numbers or words that can appeal to people. Seven Tips and Tricks to Enhance Your Social Media Presence Bear in mind that a title tag is not similar to H1 tag, which is the title of your article on your site. Most websites maintain them the same, while some text works better if the title tag is different from the H1 tag.

Heading Tags (H1, H2, H3, etc.)
Second important factor is the heading tags of your H1, H2, H3, etc. Heading tags are a bit of HTML code that helps search engines and users understand what content is on a page. At a quick glance, each page should have one H1 tag and multiple H2 tags to outline the main category of the information of the page.

You want your headline to introduce what the next section of the content is about. The more specific you get, the more specific the headline tags should be. The structure of your heading should go from general to more specific. Setting them up this way helps search engines better understand the topical focus of the page. It also helps them understand the specific information it contains. For users, headings also make your content easier to read.

LSI Keywords
Third factor is LSI Keywords. LSI (Latent Semantic Indexing) keywords are conceptually related terms that search engines use to deeply understand the content on a page. The technology was originally patented in 1989 and is described as a methodology for retrieving textual data objects. In other words, using related words and phrases such as LSI keywords to better categorise a page topic without LSI keywords, Google and other search engines would struggle to find the correlation between search phrases and the content on your site.

In other words, instead of using focus keywords repeatedly, you should use LSI keywords throughout your web page. Although they infer a similar meaning LSI keywords are not the same, so you can use them more frequently without getting penalised for keyword stuffing. They also allow you to create conversational content that can communicate with the users directly. Thus, using LSI keywords is a win win for everyone, including the customers, the brand and the search engines. Now, here is how you can find the LSI keywords for your landing page using Rankwatch SEO IQ feature.

Under the Content recommendation, you’ll find all the phrases and the words along with the frequency. You should be optimising your landing page with the Toolshoots Recommendations post analysing top ten ranking pages which Google is already favouring, it is a much better approach.

Expertise, Authority and Trustworthiness or E.A.T for short, is a concept that Google uses to rank the quality of the content on pages and websites. For On-page SEO, this means that you need to convince Google that the information your website contains can be trusted as high quality. In general, Google wants to show users the highest quality and the most trustworthy content at the top.

If you prove that you are an authority in your field and you are using your expertise to create high quality content, you will earn better rankings. Look to add high quality external citations to informational content and long form articles. Also, ensure the authors in your website are reputable and do provide author BIOS. Remember, the E.A.T signals are there for users as much as quality writers, so awards, testimonials and studies can all add value for your target audience.

Internal Linking
The fifth factor is internal linking. Internal linking often gets missed when it refers to On-page SEO. However, when your website grows, it’s important to build an internal linking process. This is because internal links facilitate crawlers to discover your website, explore new content, and understand the context of various pages. The absence of internal linking on your pages might have a negative impact on the user’s ability to approach the content on your website that is helpful to them, and if they cannot reach it, that directly decreases your conversion rates. You can leverage internal links to advance your On-page SEO by including links to related existing content in new posts and including links from related existing content to new posts.

Every internal linking strategy is unique, but for the greatest results, you would be better ensure that each new page contains at least two to three links to it. If you are having difficulty finding pages, don’t force a link. You can think about generating pillar content instead.

Alt Tags
The 6th factor is Alt tags. Alt tags are a bit of HTML code that helps search engines understand what pictures, videos and other media are on your page. The issue is that while search engines can read and understand text, they are not yet able to read what it contains in an image or video. So anytime you include a piece of multimedia on your page, make sure you give it an all tag. Treat it like a title tag for a specific piece of media. If the content is an infographic or the subject matter is visual in nature, like interior designs or fashion trends, making sure your alt text is optimised falls into the truly essential grouping. And of course, descriptive Alt text is always critical for visually impaired users.

Page Responsive Time
If your website takes longer than 2 seconds to load, you’ll probably see a higher bounce rate, lower pages per session, and a higher card abandonment rate on ecommerce sites. Google’s own research has suggested that if page load time increases from 1 second to 3 seconds, the bounce rate increases 32%. If it goes up to 6 seconds, the bounce rate increases by 106%. This is one critical factor Google has been putting a lot of emphasis on for years now and is again a very important ranking factor.

There are many tools free and paid that you can use to test the load speed for a specific page on your site. Google’s Page Speed Insights tool is a good one for quick tests. There are a lot of elements that can affect site speed, but it is absolutely worth investing the time and effort into improving load time and making sure your pages load quickly.

Mobile Friendliness
The 8th factor is mobile friendliness. Another major ranking factor for a page is how friendly it is for the people viewing it on their mobile devices. This is called mobile friendliness.

There’s not much point in having great content if users are struggling to view it on their phones. More than 50% of all online traffic is now on mobile phones. As a result, Google now indexes websites based on their mobile pages, not their desktop pages anymore. To have a mobile friendly page, it needs to be easy to read and function properly. A common issue with a page developed for desktop first is that when it gets adjusted for the mobile, the text or images become too small to see, or buttons or other interactive elements don’t work, become hidden or broken, and so on.

There are tools that will show you how mobile friendly your page is. Once again, Google has a mobile friendly test tool that you can use to check your web pages. If it rates poorly, you know you have some adjustments to make.

Valid Schema Markup
Ninth factor is having a valid schema markup nowadays, it’s extremely rare to find a set of Google results without any surf features, and the traditional blue link visibility is far lower than it used to be, which means if you’re organically ranking at the first position, the impressions and the clicks you receive won’t be that high. Also, the total number of blue links, which used to be ten before, have significantly reduced nine, eight or even seven results in many cases.

So in order to increase your visibility, you should try aiming and ranking for surf features as well. Schema markup is a collection of code snippets that can be placed on any page of a website in order to call out specific aspects of the page in the search results. Incomplete structured data may mean you’re missing out on valuable organic data. Surprisingly, for example, the product schema. We often encounter product schema missing global trade item number, preventing client sites from appearing in popular products panel, or worse yet, your hard earned star ratings won’t appear on surfs because the aggregate rating limits aren’t fully defined.

I did a complete guide on surf features recently, so do check that out to learn more about it. These On-page SEO elements will collectively have a major impact on your website’s rankings. While it’s important to make sure the technical SEO and the Off-page elements are also optimised, you should not ignore the On-page factors. Many of these elements will not significantly affect your search engine optimization on their own, they will. When taken as a collective unit, there is a high amount of synchronisation between all of them, such as how SEO, content, page speed, and mobile friendliness all affect each other.

When you have a website with pages that have great optimization, your pages will rank higher and earn more organic traffic. Users will engage with them more and lead to more conversions. Thank you for watching.

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