Tips for on-page SEO

 

Let’s face it–the way people behave online is changing rapidly. For more than 25 years, search engine optimization (SEO) has been the gold standard for getting websites and blogs to rank well for search engines.

According to Search Engine Journal, Multimedia Marketing Group was using the term “SEO” as early as 1997. Back then, the way websites ranked in search engines was based primarily on a website’s directory. Over time, other factors, such as keyword inclusion, became more important for on-page SEO.

Evolving on-page SEO methods

Keywords were once the end-all-be-all method for getting websites to rank higher on the search engine results. Unfortunately for searchers back then, the results were often spammy websites with no actual information. There were a few reputable websites that provided people with valuable information about the topics they were searching for, but those websites were often hidden in the middle of those spammy ones.

Back then, there wasn’t much focus on how much value a website provided to readers. People could create websites with hundreds of pointless pages of keywords. Those websites would rank near the top of the search results because of all the keywords, but they were useless.

Eventually, Google began to introduce algorithms that trended more toward the value of the information as the basis for search engine result placement. The constant evolution of algorithms means websites have to ensure they remain on top of what’s important. One thing is certain now–keyword stuffing and spammy content won’t rank well in search engine results now.

Improving search engine result placement

In order to rank on the first page of the search results today, you need a multi-faceted approach to optimizing your content. The primary goal of each piece of content you put on your website or blog has to be engaging your readers. Search engines pay attention to the bounce rate of websites now, so keeping readers on your page longer is more favorable for your website than having them click away quickly.

Provide valuable information

The information you put on each page of your website must be valuable to the readers who land there. It should be easily digestible, so you may have to avoid a lot of technical or industry jargon unless your website is tailored to only professionals in your field.

Sprinkle keywords into the content

Keywords still have a place in SEO, but you have to handle them carefully. Keywords can’t make the content sound unnatural. Writing the content and then going back to see where you can make minor adjustments to improve the keyword density is one of the most valuable ways to improve SEO without sacrificing human readability.

Include proper headings

People who are reading online content often don’t take the time to read every word on a page. Instead, they skim what’s being said so they can find what they need. This makes the headings on the page one of the most important SEO features. Strong headings that contain pointed keywords can guide your readers, but they can also help search engines evaluate the content on your website and rank it appropriately.

Implement a suitable linking strategy

The linking strategy for your website is another important factor for search engine placement because it provides clues about the authority of your website. Inbound and outbound links both matter for SEO. Inbound links require you to have high-quality information that makes other websites want to link to your content. Outbound links require you to ensure you’re only linking to authoritative websites.

Keep brand voice consistent

One on-page SEO component that many people don’t think much about is your brand’s voice. Keeping the brand voice consistent across the entire website, including branches of the website, such as the blog and social media accounts, is critical. The brand voice builds trust with your readers and lets them know when your content is authentic.

Putting your on-page SEO strategy together

Your company’s on-page SEO strategy has to pull together several components, but the way that happens is a highly customized process. Many small business owners who try to craft an SEO strategy on their own find the process daunting. 

Instead of wasting valuable time trying to figure out SEO, consider hiring an on-page SEO strategist who can work with you with you to create a strategy that places your website right on the screen of the readers who benefit from your goods or services.