When we discuss on-page SEO what are we exactly talking about? Well the search engines are always striving to present people with the best possible results. “The best” pages are pages that meet certain criteria. Nobody knows exactly what the criteria the search engines use but we can extrapolate it by examining websites the search engines already seem to admire. Over the years there has come to be a standard of practices.
So when we are looking at your websites’ on-site SEO we are in fact looking at your content, the platform it runs on, how easy it is to navigate, how access the content is, and what kind of social media integration it has. Let’s look at some of these factors and how they affect the success of your website and more specifically what goes into optimizing on-page SEO factors.
You need content that is high quality, relevant, and unique
Paramount to any websites on-page SEO success is high quality, relevant, unique content. Desirable content is content that that answers the questions your visitors may have.
Providing a great SEO optimized user experience requires content that is both easy to read in addition to using keywords appropriately.
If your website has little or irrelevant content we will need to improve or create content based on topics discovered during the keyword research phase. It must be stressed that your website cannot be optimized without the proper content. Creating or modifying content specifically for SEO purposes requires addressing the relationship between the topic and keyword directly to provide informative well-optimized content.
Professional, accessible web design standards
This aspect of on-page SEO involves the proper and effective coding or modification of your website. Search engines prefer professionally designed websites that provide an accessible user experience. In order to provide this we must adhere to web design standards in order to provide a consistent experience across a wide range of browsers and devices.
HTML standards for “Hypertext Markup Language,” it is the code that tells browsers how to display and render websites. Making proper use HTML is also important; this includes proper usage of headers, titles, and metadata. Along with a professional, accessible website these aspects of on-page SEO must not be overlooked.
Accessible website architecture
On-page SEO also addresses the structure of your website. Problems in this area can stem from the backend your website runs on. One example is Flash; while you can easily find Flash sites in the search engines it is virtually impossible to fully optimize them. Also, building your website in a non-linear or somewhat confusing manner may cause problems with search engines accessing it.
When considering this aspect of on-page SEO some questions will be:
- Is your website easy to navigate?
- Does your content interlink appropriately and seamlessly?
- Can your navigation be improved both for users and search engines accessibility?
These elements are important not only for users but for search engines. If your users are having trouble figuring out where to find information on your website it can be problematic for usability as well as your on-page SEO.
Social media integration
The internet is constantly in a state of growth; one of the more important factors in SEO lately is the incorporation of social media technologies such as Twitter, Facebook, Flickr, YouTube, etc. Your social media should tie into your website. This can be accomplished by adding a Twitter feed, Facebook integration, embedding Flickr images or relevant YouTube videos. There are a multitude of widgets that can be added to your site.
Social media is important for not only SEO purposes, but also to increase your business’ visibility
Utilizing these social media technologies is important to both maximize search engine rankings in addition to engaging and promoting to your audience. Methods of engaging social media include posting website updates, photos, news related items, special events, RSS feeds and more.
Implementing on-page SEO
Properly implementing your on-page SEO can take some planning, building great pages for search engines to serve up to their users is the goal. The page must both appeal to the users needs and implement SEO best practices to appeal to the search engines. Although we don’t know exactly what search engines are looking for, we do know what they have liked to serve to their users and so we can rely on proven best practices in this area. In addition to these best practices, we must also monitor changes and fluctuations, inspect the data, and consider new factors as they arise.
Success with an efficient SEO campaign depends largely on your websites’ on-page SEO strategy.