Why On-Page SEO Is More Important In 2021 Than Ever Before
In the fast-moving world of SEO, things can change in an instant. What was the most efficient strategy then is not going to be the fact today.
The heydays of building backlinks as the most powerful SEO strategy are over. Welcome to the emergence of on-page SEO.
As Google search gets exponentially smarter, the algorithm is beginning to focus less on backlinks. Instead, on-page elements are getting more of the spotlight.
In preparation of the changing of the baton, you will need to prioritise on-page SEO. Here’s how you can start:
Table of Contents
- Optimising Your Content With On-Page SEO
- Optimising Your Page With On-Page SEO
- Optimising For CTR
- Optimising for User Experience
- Final Thoughts
Optimising Your Content With On-Page SEO
Keywords are an integral part of the process, but we are not looking to sprinkle them without care throughout the content. In order to give your content the opportunity to rank higher, your selected target keyword should be placed within the first 100-150 words. Keywords that are used earlier in the content tend to catch the attention of search engines more.
That is not all. Search engines will look at how many instances where a keyword, or a similar phrase, are used within a page. Take ‘java programming’ for an example, use it once, and those robots may not be sure if that is what your content is about. However, use the keywords strategically and they will become more convinced. Do not overstuff, and use keywords wisely.
The search engines are big fans of structure, so be sure to use your H1 and H2 headers throughout your content. This helps the robots to determine the structure of any given page. If you are just throwing out walls of text. you are shorting yourself on potential gains.
Headings also allow users to have a better experience when reading your content, and it is easier for them to navigate to where they want to be. Think of how you would want a content piece to read, and add value to that in your content creation process.
Internal and External Linking
Remember to always include internal and external links within your content! Google is able to better gauge what topic your page is covering with the appropriate links. Pages also tend to rank higher when they link to authority websites. Competition is tough, so you need every edge you can get.
Optimising Your Page With On-Page SEO
An often overlooked part of on-page SEO, the URL is displayed above the title. It is extremely important that your URL is short, looks authentic, and most importantly, contain the keyword you are aiming for.
The title tag is one of the most important factors for on-page SEO—if not the most important. It basically provides the search engines with an overview of the content within a page. The closer you can get your target keywords to the tag, the better it is for your ranking. By using your keywords within the title tag itself, you can improve the rankings even more.
If you are looking to target long-tail keywords, you can utilise modifiers within the title tag itself.
The role of meta descriptions cannot be underestimated as well. Rather than let the CMS determine your meta description, it is better for you to craft your own unique one. Implement the target keywords within your meta descriptions to help your content stand out for users and robots alike.
Optimising For CTR
While we all would love more organic click-throughs, you need to make effort to smoothen the process. While getting everything on-page fixed up is good, it can be wasted if users are not clicking through. Here are some tips:
Use Question Title Tags
Usually, question-based title tags tend to have better CTR than plain old statements. By positioning your content as a question that people would ask, it is likely that your page will be providing the answer. Give the people what they want.
Use Current Year
Nobody likes old news and data. By utilising the current year in your title and/or description, you are keeping your content up-to-date and relevant to the audience.
Optimising for User Experience
In addition to all that we have covered, the overall user experience can also impact on how well your content will do on rankings. Dwell time, bounce rate, and more metrics are taken into account. By keeping your audience happy, you are doing yourself a favour.
Deliver Relevant Content Swiftly
When users click on a piece of content, they are looking for answers straightaway. Do away with the pleasantries, and dive straight into what they want. Avoid taking up space with too many images, and make your content the star of the show.
Page Loading Speed
Everyone is impatient on the Internet, and that is a fact. How fast or slow your page loads is part of the user experience. If it is too slow, you can bet they will be closing that tab real soon.
At the end of the day, search engines are constantly updating their criteria when it comes to ranking and determining what is best for their users. If you are looking to come out on top, you need to be aware of the new changes that are always in the pipeline, so you can work better and more efficiently to keep the ranking up.
The growing importance of on-page SEO is but one of those ways. If you find yourself needing some help to understand it all and get an optimised website, get in touch today and chat with one of our Digital Marketing Strategists. They’ll provide a free SEO consultation, and let you know the best ways to grow your website and explode your traffic.