On Page SEO.pptx
- 1. On Page SEO
- 2. What Is On-Page SEO? ● On-page SEO, or on-site SEO, is the process of optimizing various front-end and back- end components of your website so that it ranks in search engines and brings in new traffic. On-page SEO components include content elements, site architecture elements, and HTML elements Google's algorithm ranks your website on three main factors: on-page SEO, off-page SEO, and technical SEO: • On-page SEO refers to the page elements that enable search engines to crawl and index a page. • Off-page SEO refers to social sharing, external linking, and more. • Technical SEO refers to all the SEO elements not included in on-page and off-page practices, such as structured data, site speed, and mobile readiness — the more technical parts of SEO.
- 3. Why is on-page SEO important? ● On-page SEO is important because it tells Google all about your website and how you provide value to visitors and customers. It helps your site be optimized for both human eyes and search engine bots. ● Merely creating and publishing your website isn't enough — you must optimize it for Google and other search engines in order to rank and attract new traffic. ● On-page SEO is called "on-page" because the tweaks and changes you make to optimize your website can be seen by visitors on your page (whereas off-page and technical SEO elements aren't always visible). ● Every part of on-page SEO is completely up to you; that's why it's critical that you do it correctly. Now, let's discuss the elements of on-page SEO.
- 4. On-Page SEO Eléments 1. Keyword Research 2. Visual Content 3. Page Titles 4. Headers 5. Meta Descriptions 6. Image Alt-text 7. Structured Markup 8. Page URLs 9. Internal Linking 10. Mobile Responsiveness 11. Site Speed
- 5. All on-page SEO elements fall into three main categories: ● Content Elements ● HTML Elements ● Site Architecture Elements You'll see these elements divided into sections below. ● Content Elements In this section, we’ll focus on keyword research and how keywords should be incorporated into your content. We’ll also discuss the importance of including images in your content. 1. Keyword Research: The first step to creating high-quality content is choosing relevant keywords and topics. Conduct keyword research by searching Google for terms and seeing what surfaces for competitors and other websites. You can also use tools like Ahrefs, Google Keyword Planner, AnswerthePublic, and UberSuggest.
- 6. 2. Visual Content ● Visual content — like images, graphics, and charts — play an important role in on- page SEO for several reasons. ● Images can enhance the visual appeal and engagement of web pages. They help make content more scannable and easier to digest. Plus, optimizing images with alt tags (more on that below) can help drive traffic from image search results.
- 7. • HTML Elements HTML elements refer to the elements in your source code. Note: To see the source code for any page in your browser, click View > Developer > View Source in the top menu. 3. Page Titles Your website page titles (also known as title tags) are one of the most important SEO elements. Titles tell both visitors and search engines what they can find on the corresponding pages. To ensure your site pages rank for the proper intent, be sure to include the focus keyword for each page in the title. Incorporate your keyword as naturally as possible.
- 8. 4. Headers Headers, also known as body tags, refer to the HTML element <h1>, <h2>, <h3>, and so on. These tags help organize your content for readers and help search engines distinguish what part of your content is most important and relevant, depending on search intent
- 9. 5. Meta Descriptions Meta descriptions are the short page descriptions that appear under the title in search results. Although it's not an official ranking factor for search engines, it can influence whether or not your page is clicked on — therefore, it's just as important when doing on-page SEO. Meta descriptions can also be copied over to social media when your content is shared (by using structured markup, which we talk about below), so it can encourage click-throughs from there, too.
- 10. 6. Image Alt-text Image alt-text is like SEO for your images. It tells Google and other search engines what your images are about ... which is important because Google now delivers almost as many image-based results as they do text-based results. That means consumers may be discovering your site through your images. In order for them to do this, though, you have to add alt-text to your images. 7. Structured Markup Structured markup, or structured data, is the process of "marking up" your website source code to make it easier for Google to find and understand different elements of your content. Structured markup is the key behind those featured snippets, knowledge panels, and other content features you see when you search for something on Google. It's also how your specific page information shows up so neatly when someone shares your content on social media.
- 11. Site Architecture Elements Site architecture elements refer to the elements that make up your website and site pages. How you structure your website can help Google and other search engines easily crawl the pages and page content. 8. Page URLs Your page URLs should be simple to digest for both readers and search engines. They are also important when keeping your site hierarchy consistent as you create subpages, blog posts, and other types of internal pages. For example, in the above URL, "blog" is the sub-domain, "hubspot.com" is the domain, "sales" is the directory for the HubSpot Sales Blog, and "startups" indicates the specific path to that blog post.
- 12. 9. Internal Linking Internal linking is the process of hyperlinking to other helpful pages on your website. (See how the words "internal linking" are linked to another HubSpot blog post in the sentence above? That's an example.) Internal linking is important for on-page SEO because internal links send readers to other pages on your website, keeping them around longer and thus telling Google your site is valuable and helpful. Also, the longer visitors are on your website, the more time Google has to crawl and index your site pages. This ultimately helps Google absorb more information about your website and potentially rank it higher on the search engine results pages.
- 13. 10. Mobile Responsiveness Google started favoring sites that are optimized for faster mobile speeds — even for desktop searches. Mobile responsiveness matters. It's critical to choose a website hosting service, site design and theme, and content layout that's readable and navigable on mobile devices. If you're not sure about your own site's mobile readiness, use Google's Mobile-Friendly Test tool.
- 14. 11. Site Speed Whether viewed on a mobile device or desktop, your site must be able to load quickly. When it comes to on-page SEO, page speed counts big-time. Google cares about user experience first and foremost. If your site loads slowly or haphazardly, it's likely your visitors aren't going to stick around — and Google knows that. Moreover, site speed can impact conversions and ROI.
- 15. On-Page SEO Checklist 1. Make sure your keyword is in your URL. 2. Optimize your page title. 3. Use headers. 4. Include keywords in your body copy. 5. Incorporate images, graphics, and other visuals. 6. Add meta description. 7. Optimize visuals with alt-text. 8. Add internal links. 9. Add external links.
- 16. 1. Make sure your keyword is in your URL Add your target keyword to your URL so users and search engines know what kind of content they will find on the page. For example, imagine you own a hot yoga studio called ADYoga. You have a web page that includes videos of your classes. The keyword for this page is "hot yoga online classes" — so, you'd want to include that keyword in your URL. The URL for this web page may look like this: www.ADyoga.com/hot-yoga- online-classes. • Here are a few tips on how to write SEO-friendly URLs: Remove the extra, unnecessary words. Use only one or two keywords. Use HTTPS if possible, as Google now uses that as a positive ranking factor.
- 17. 2. Optimize your page title Craft a descriptive title that includes your target keyword and accurately describes the page’s content. Here are some best practices for when developing a page title: Keep it under 60 characters (per Google's update) to ensure that your titles display correctly. Although Google doesn't have an exact character limit, its display titles max out at 600 pixels. Keeping your titles at 60 characters or less ensures the title won't be cut off in search results. Don't stuff the title with keywords. Don't use all caps. Include your brand in the title, i.e. "The Ultimate Guide to On-Page SEO in 2022 — HubSpot Blog".
- 18. 4. Include keywords in your body copy In addition to your URL, title, and headers, you'll want to add your keyword throughout your web page(s). Sprinkle your keyword throughout your content as well where it fits naturally. While keywords are both helpful and necessary for SEO, it’s important to avoid keyword stuffing. This is when you excessively repeat keywords or key phrases in your content with the intention of manipulating search engine rankings. Keyword stuffing can be detrimental to your website and web page's SEO. Not only does keyword- stuffing present a spammy and tacky reading experience, but modern search engines are smarter than ever — they've been designed to specifically monitor for (and penalize!) content that's unnaturally stuffed with keywords. 3. Use headers Organize your content with header tags to make it more scannable and search-engine friendly. Be sure to naturally incorporate important keywords in your headers, but choose different ones than what's in your page title. Put your most important keywords in your <h1> and <h2> headers.
- 19. 6. Add a meta description Write a compelling meta description that summarizes the page’s content and encourages users to click through from search results. • Here's what makes for a good meta description: Keep it under 160 characters, although Google has been known to allow longer meta descriptions. (Note Include your entire keyword or keyword phrase. Use a complete, compelling sentence (or two). Avoid alphanumeric characters like —, &, or +. 5. Incorporate images, graphics, and other visuals Add engaging and relevant visuals to your content to break up large blocks of text and make it more visually appealing. Visuals can also help drive potential image search traffic. To optimize images for on-page SEO, ensure they are appropriately compressed for faster loading times, use descriptive filenames, and provide informative alt tags. By doing so, you can enhance both the user experience and the visibility of your web pages in search engine results.
- 20. 7. Optimize visuals with alt-text We talked earlier about image alt text. You'll want to optimize your visual content this way — and be sure to include your keyword in your image alt text. It'll help with the page's SEO as well as offer the potential to rank in image search (e.g. on a search engine image results page or image carousel). Here's what to keep in mind when adding image alt-text: Make it descriptive and specific. Make it contextually relevant to the broader page content. Keep it shorter than 125 characters. Use keywords sparingly, and don't keyword stuff.
- 21. 8. Add internal links Help search engines discover and understand the relationships between different pages on your website by adding internal links to your content. To add internal links to your content, you’ll need to: Identify relevant anchor text. Determine the anchor text (the clickable text) that you want to use for your internal link. The anchor text should be descriptive and related to the content of the page you're linking to. Identify the target page. Determine the specific page on your website that you want to link to. Choose a page that is contextually relevant and provides additional value or information related to the current content. Place links strategically throughout the page. Aim for a reasonable number of links per page, ensuring they are contextually relevant and add value to the user experience. Avoid excessive linking, as it may be seen as spammy.
- 22. 9. Add external links It may seem counterintuitive to include external links throughout your page considering we just covered multiple reasons why internal linking is so important for on-page SEO. However, external links are also important. By externally linking to credible and trustworthy sites, Google will know your page is also credible and trustworthy. Not only does Google want to know your site is well-referenced, but your visitors do, too. Now that you know how to make on-page optimizations for a single page, let's talk through the steps of auditing and improving your on-page SEO at scale.