5 On-Page Factors to Consider when Optimising Website Content for SEO

SEO (Search engine optimisation) is often the most valuable strategy that businesses can employ to increase website traffic and conversions.

For those who aren’t familiar of SEO, it is the element of marketing that gives search engines the information of what the content is related to (relevancy), and statistics of how many people are interacting with the content (popularity). This is important because the goal of a search engines is to display relevant and popular content to its users.

While there are varieties of SEO strategies that businesses can employ, on-page SEO is an ideal first step as it refers to the changes that can be made to content on your website.

For businesses looking at optimising their on-page SEO, here 5 factors to consider to get started:

1. Relevant Content

You can have the most SEO-optimised site for a crawler, but if your content is irrelevant to your target audience, the visits you will get from search engines will be irrelevant and therefore not convert.

This is similar to if you have content just filled with keywords irrelevant to the content surrounding them. If the content is unrelated to what the user has searched for, you’re going to see a lot of users bounce off your site (high bounce rate), which will in turn hurt your rankings.

As an example, if you´re creating a page “Best Party Destinations”, this page needs to give the user content related to the best party destinations.  Similar to when you look at your ‘About Us’ page, make sure that the content you add gives viewers the information they would want or need to know to determine if they would like to work with you. Consider questions users will ask, and make sure your content is crafted to answer them.

How do you know what my potential customers are looking for?

Begin by checking out what your competitors are doing.

There are heaps of tools available that let you do this cheaply – for example, SEMrush lets you find out:

  1. What keywords your competitors are targeting
  2. How many searches those terms get
  3. Where they rank for those terms
  4. The pages they are using to rank those terms
  5. How many rankings they gain over time
  6. Types of search results they’re targeting

Plus, you can even compare the content you create to theirs to see how it performs.

Here’s what the competitor analysis looks like for the online fashion retailer ASOS.com:

Content Marketing - ASOS Example

Once you have a good idea of the keywords they are using, delve deeper into online buying behaviour of your target audience.

Let’s say you wanted to know how people are searching for women’s dresses. These are the keywords you’d find with the average monthly searches:

When we did this research for a client, we found that women searched for dresses in over 1,600 different ways.

Content Marketing - Importance of looking at Search Terms

2. Keywords are Critical

Keywords are search algorithm food. Imagine that Google’s hungry little algorithms can only smell content that is rich with keywords relevant to your business and the search terms of your customers. When looking at on-page SEO, be sure to do your research and learn the most common keywords that users use when searching for a business like yours, then, be sure that these keywords are weaved smoothly into your content, while (always!) keeping it relevant.

3. Device-Friendly is SEO friendly

Whatever content you choose to place on your site, make sure it is optimised for different screen sizes and browsers. Check how your content looks on various devices: laptops, mobiles and tablets. The layout needs to look visually strong, and should be easy to read and navigate without having to zoom in or out, or drag the screen around.  Consider removing content for mobile devices if you feel it is not important, remembering the mobile screen is much smaller compared to that of the desktop screen.

4. Make Sharing Easy

Algorithms can identify and reward popular pages. If your content is shared on social media or linked on other websites, search engines see this as a sign that your content is relevant and much loved; thus they’re more likely to show it. With this in mind, it is essential to make it easy for users to share your content. It can be as simple as having social sharing buttons, and ensuring that your content is linkable so that other individuals or businesses can link back to your website as a source. If other credible websites are linking back to your website, that’s a bonus!  If you´re using WordPress, they´re are lots of free widgets to help do the above.

5. Meta-Tags Must be Optimised

Meta-tags are often overlooked, as they don’t appear on website pages themselves, but instead sit in the back-end to describe a page’s content. This includes meta-descriptions, title tags, alt text, and header tags. Each of these snippets of information is used by search engines to identify the content that is on the page and determine relevance for users. This means that they need to be optimised with the right keywords (see point 1) and accurately describe the page.

SEO optimisation is all about delivering the content that your users want to see. On-page SEO optimisation is at the front-line, the best place to start to make sure that your business can build a strong foundation for the traffic that is to come!

Getting started can be overwhelming, but Oragul is here to provide you with a free SEO audit of your website to identify areas for improvement to boost your traffic and drive conversions.

Get in touch with us today to lock in your free SEO audit.

Author – Damon Simpson.  Over 10 years of hands-on experience of ranking competitive keywords to generate quality traffic.  Site: https://www.damonsimpson.com

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