On-page optimization, according to Moz, is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. The primary on page elements of a Search Engine Results Page (SERP) is the snippet, page title, and the meta description. These elements are primary because the Search Engine Specialist takes these elements from the webpage and then republishes it to provide a comprehensive summary of the information on the landing page. On-page optimization refers to the content of your website and the HTML optimized codes.
Elements of the Webpage for On-page Optimization
Page Title – the first phrase that is seen by a searcher and plays a vital role in on-page optimization. The SERP only allows about 55 characters in the title. Use keywords and keyword phrases in the URL that are relevant to the content on the page. Ensure that the title is clear and straightforward. The primary purpose of the page title is to inform the searcher as to what they will see on the landing page.
Headlines – the primary information on the webpage in large text and should be the largest text on the webpage. It should be short, clear, concise and contain keywords which will attract the reader’s attention. The HTML code for the headline is the “h1 tag”. The HTML code for the subheadings is the “h2 tag”. Always ensure that only one heading is within the h1 tag, and only the sub-heading is in the h2 tag.
The design and visual of the website plays a vital role in establishing credibility among users. A site is credible when it is more appealing than others when it contains the right typography, font size, and color scheme which communicates the information. It is essential to focus on the layout and the presentation of the text rather than the artistic elements. The average time a user scans a page is about eight (8) seconds and looks for the headline, sub-heading, paragraph headings, bulleted lists, hyperlinks and text decorations.
To optimize the content on the webpage consider the following:
- Ensure that bullet points are not too long.
- Use bold and Italics in a few places to attract the reader’s attention. Use them carefully and consistently in the content. Do not use too many colors as it may cause the material to be overlooked.
- Break up some of the content into paragraphs or remove unnecessary content. The length of the content depends on the industry and the product or services offered. Do not stuff keywords in the content and avoid jargons.
- Add hyperlinks to refer to other examples, cite people’s work, refer to information in other websites, and to direct visitors to another page on your site.
An optimized page should have the following elements:
- Uniform Resource Locator (URL) – every page on your website should have a unique URL. Include a keyword to the URL of the page title for higher rankings.
- Optimize the multimedia on your website. When placing images include the Alt attributes to each image, which consists of the name of the image, and add a caption and integrate it into the content. The Alt attributes will provide the detail of the image when the image fails to load.
One of the most important elements of on-page optimization to ensure that you optimize your website for mobile. According to MarketLand, about 60% of searches are performed on mobile devices. Due to Google’s constant change in its algorithm, they are constantly focusing on providing the best user experience by checking how quickly the page loads in a browser and how quickly the page renders completely. Many users will abandon the page if it does not load within three (3) seconds. Most users start a transaction on a mobile device and end on a desktop.
Google will constantly change its algorithm, therefore, SEO specialist will need to remain on top of this to ensure that they are following the rights steps for on-page optimization.