On-site search engine optimization (SEO) helps to define the content and context of a web page.
Stay ahead of the competition with a results-oriented SEO strategy that improves rankings and wins over real consumers.
Search engine optimization lays the foundation for a successful digital marketing strategy. On- page SEO is a fundamental part of search engine ranking success. No matter how good your content is, how great your products are, or how much money you've put into development; if your on-page SEO isn't up to par, then you're already a step behind the competition.
Doing SEO the right way isn’t easy. The rules for how a page is ranked can be confusing and Google algorithms are constantly evolving. It’s easy to lose track and get frustrated. Fortunately, our team of experts lives and breathes on-page SEO, so we can help you boost your visibility, drive traffic to your site, and outperform your competition.
Google has publicly stated that they incorporate over 200 ranking signals in their core algorithm. The important thing to understand is that only a handful of those signals carry the most weight. By focusing on those areas, we're able to provide maximum return on investment (ROI) in a minimum time frame, saving you labor and money in the long-run.
According to Google, the most important ranking signals include:
Because these elements are the ones most important for improving organic search ranking, we hone in on those first, before addressing any other potential areas of improvement on your site. Our team of experts will analyze your website, looking at these elements, and then deliver a detailed report outlining how you could do better. Our content audit is designed to help you improve your on-page SEO strategy by giving you insight into where to direct your investment, improving organic search traffic and winning over real consumers in the process. As long as you follow our recommendations, you are guaranteed to see a measurable improvement in search engine rankings over time.
Anyone who's even vaguely familiar with SEO knows about keywords. In fact, there was a time when getting a website to rank highly included a tactic known as "keyword stuffing" the overuse of a word on a page in hopes of getting it ranked well by Google. This was the era where "keyword density" (how many keywords per 100 words of content) mattered greatly, and speculation surrounding what the optimum KW density might be was high.
But times have changed, and keyword density is a now relic of the past. Pages stuffed with keywords seldom offer a good user experience and "over-optimized" pages today perform poorly in the SERPs. The top priority now is to satisfy search intent: to return a search result that is most likely to satisfy a user's query. Thus, search engines now use bounce rates as a key metric to evaluate how helpful your content is to real users.
This means the quality of your content is more important than ever. If you want your website to rank highly, you need to fill it with content of value. You must populate your site with the kind of content that searchers are looking for. By doing so, users will spend more on your website, reducing your bounce rate -- and telling search engines that your quality is up to their standards.
If you're finding it hard to keep up with these new and ever-changing SEO metrics, you are not alone. Don't worry: that's why we're here. We follow the evolution of search engine algorithms so you don't have to, ensuring that your site is well positioned to beat the competition.
When developing content, the best practice is to focus on a single topic, then support that topic by selecting the right keywords. It's best to focus on a topic rather than a keyword, otherwise you'll wind up with a lot of similar content that offers a substandard user experience. Plus, you don't want to be competing with your own content for search rankings. SEO success today, is all about quality, not quantity.
As a starting point, we recommend the main keyword appear in the:
After that, it's important to look for patterns. How are the top performing pages in Google SERPs structured? If different from the "standard" above, then adjustments need to be made. It's important to learn from your mistakes and constantly revise your SEO strategy to keep up with the competition.
Google's top priority, like that of any brand, is to deliver the best possible user experience to its customers. That means in addition to mastering "traditional SEO" techniques, we also have to be mindful of UX (User Experience). In short, having the right content on a page is no longer good enough. That content needs to be presented in a way that provides a good user experience.
When it comes to page layout, sometimes the smallest of tweaks can have a huge impact on user experience. Break up your walls of text with subheadings, bullet points, and bright and engaging multimedia content. Keep your paragraphs short and your sentences shorter. Be bold with your formatting, but keep it easy to read. All of these changes play an essential role in winning over the hearts and minds of real consumers, convincing Google that your content is worth displaying.
Our on-page SEO team takes all of these elements into consideration when analyzing your website. Sometimes, all it takes is a fresh pair of eyes to look over your site and see what works and what doesn't.
By now, everyone has heard the maxim ‘content is king'. More importantly, content is one of the top 3 ranking factors on Google. You could be selling the best products or services on the planet, but without quality content, you'll never achieve online visibility.
In the past, a website stuffed with keywords and offering little, if any, value could rank at the top of Google search results. Today, Google's algorithm is much better at recognizing quality content that answers a search query. That means the content of each page should be carefully constructed to engage customers, provide answers, and deliver value -- not simply to reflect a search keyword.
But concepts like ‘value' and ‘quality' can be subjective, so our experts have built a checklist to quantify whether any type of content, from landing pages to blog posts, are of optimal value to consumers and search engines alike. In our research, great content shares the following characteristics:
How exactly your website meets those standards will depend on your brand vision, products, and audience. We're here to make sure all of your site content is of consistently high quality, and we use this proven checklist to evaluate how well your current content meets Google's sophisticated standards for search.
In a time of infamously short attention spans, masterful page layout is only one aspect of keeping users on your site. If you want to reduce bounce rates and improve your chances of matching search intent, adding high-quality multimedia files can help. One of the most important types of multimedia to onclude on any web page is video content.
Video content is a great way to increase engagement and reduce bounce rates. Choosing or creating high-quality video content that answers search intent may be rewarded with high- ranking status. When embedding video content, make sure to support it with text content: describe the video and include a caption and a title. Much like image alt tags, this will make sure Google can recognize the video content and let them know to point users in your direction.
Creating a load of high-quality, well-structured content is great, but regularly creating new and unique content can be challenging. These days, it can seem like there's no such thing as a truly "unique" web page anymore. That's why a good on-page SEO strategy also covers updating old content to keep your pages fresh, relevant, and ranking highly for their respective search terms.
Even high-quality content that is still relevant can start slipping in rankings over time. This may occur because Google uses "freshness" as a ranking signal. If you find some of your "older" content slipping in the SERPs, consider updating it to reflect the most recent information available on the subtopic. This is often enough to reverse the slide and give your search rankings a significant boost.
There are two types of on-page links: internal and outbound. Internal links connect the pages of your own site together and, if used properly, can have a major impact in your rankings and online visibility.
It's important to understand exactly how to use internal links to your best advantage when it comes to optimizing for search engine results. When making internal links, make sure to hyperlink the exact keyword relevant to the destination page. That will help search engine crawls to index your pages, while also improving your search engine ranking for the relevant KW or phrase.
Outbound links direct users to external sites. While some may bristle at the thought of sending users off-site, links to high-authority websites and sources may contribute to a more informative and positive user experience. Some speculate that linking to high trust / high authority websites provides a direct SEO benefit to the linking site. This works because Google understands high- value outbound links as an important contributing factor to your content's user value. Just make sure that all outbound links open external sites in a new page window, so you aren't losing traffic and increasing your bounce rate.
and much more ...
These elements are the fundamentals of on-page SEO and getting them right is the starting point for achieving and maintaining high search engine rankings. In addition to on-page optimization, our team of SEO experts can guide you through the best practices for technical SEO, Content Marketing, and link building, as well. Combined, these are the pillars of a comprehensive Organic Search Campaign.