On-Page SEO Methods: Promoting a Website Effectively

On-Page SEO is the internal optimization of a website. It is a set of measures aimed at increasing the visibility of a resource in search results and ensuring a positive experience for the user audience during its subsequent interaction with the site. If the site is not optimized for search bot queries, if it is inconvenient to use for visitors, then it will not be able to attract traffic, will never appear in high positions in search results, which means it will bring you a minimum of income and may not even justify the funds that were invested in its development.

The On-Page SEO method itself involves taking into account a huge number of parameters and nuances. As a result, you should get a strategy that will be most effective in your case and will allow you to get high results within a single project. Often, specialists have to act literally on an intuitive level, assuming which methods will be more effective in practice, and then testing it all in practice, making appropriate adjustments. That is, for the most part, the work will be complex and one can even say creative. But in any case, you should clearly understand what needs to be done, what results to achieve, understand what tools can be used in this case to achieve the desired result.

In today's review, we will get to know in more detail what On-Page SEO is, what advantages and disadvantages this technology has. We will highlight its main differences from Off-Page SEO, that is, from external optimization. We will consider 10 techniques that specialists can use in practice to achieve maximum results in website promotion. The information presented will allow you to improve the quality of your resource, ensure high levels of trust from the user audience, as well as stable promotion to the top of search results.

What is On-Page SEO?

On-Page SEO is a set of techniques aimed at improving the position of a site in search engine results and attracting stable organic traffic. Those sites where high-quality internal optimization is not implemented will receive quite low positions, which means that the audience that searches for the necessary goods, services or information through search engines will simply not see such resources, but will go to interact with competitors. In addition, poor On-Page SEO is one of the main reasons for poor indexing of pages, their slow loading, lack of adaptation for work with mobile devices. All this will lead to the fact that the site will lose visitors, and along with this, the necessary views, orders for goods and services.

Internal optimization is something that the owner of each resource should think about, regardless of its specifics. This is a really important event that will become the basis for stable and effective operation of the platform in the future. But here it is very important to optimize each of the key elements and not miss anything important. In particular, the following parameters affect the quality of On-Page SEO:

• Text content that is posted on each of the pages of the site. It should be structured, simple and easy to perceive, meaningful and necessarily reveal the topic. It is worth adding key queries that users use to search for the information, product or service they need.
• Graphic, video content. Like text, it should correspond to the topic of the page, reveal its essence, act as a visual addition to the presented material. Attention must be paid to its quality and size.
• Resource loading speed. Users do not want to wait a long time for the material they need to load. If the waiting time is too long, they will simply close your page and go to competitors.
• Site structure. It should be as well thought out as possible, easy to perceive. Users who get to the site should instantly find what they are interested in, even if they are contacting your resource for the first time.
• Use of key queries. These are the phrases that will reveal the essence of your page, and also correspond to the queries entered by users when searching for relevant products, services, information. Keyword ideas should be implemented not only in the text description, but also used in tags, including for images.
• The presence of internal links. This is what will provide users with simple and convenient navigation within the site for a deeper acquaintance with the topic. With their help, you can also increase the time the user stays on the site, which will be positively assessed by search bots.
• URL structure. The address of each page should reflect its essence and what is presented on it. The user will only need one glance at the URL to understand what exactly awaits him on this page.

That is, On-Page SEO is a fairly large-scale event designed to improve the quality of the site, improve the user experience. If you want your resource to show itself well in work, then this issue should be given serious attention. Moreover, it is optimal to think about SEO at the stage of website creation. This way you will be able to optimize the upcoming work, avoid the need to correct errors, that is, you will initially get a high-quality platform that will be appreciated by both users and search bots.

Why use On-Page SEO: main advantages

Internal optimization of sites for search engine requirements is what will improve the ranking of the site in the search, will help attract more targeted traffic. In any case, crawlers will check the resource before adding it to the search results, determine the quality of the content and its compliance with user requests, the subject of the site. That is, here we can say with confidence that a site whose On-Page SEO was not performed or was implemented with serious errors will end up, so to speak, overboard. The business will not receive any benefits from it, but only a waste of time and money on launch. But if you still decide not to neglect internal optimization, then in a couple of months after the implementation of these works you will be able to see the first positive results, which will subsequently become more confident and stable.

If we talk directly about the advantages that On-Page SEO provides, then here it is worth highlighting the following points:

1. Ensuring a long-term and stable effect. Yes, the first results do not make themselves known immediately. It takes a certain time for all the transformations that you have performed on the site to make themselves known. But in the case of the right approach, you get a stable result, which will only scale and improve over time. This means that your site will steadily move to the top of search results, attracting more and more target audience every day. That is, even if your work on a certain page is completed, it will continue to work, bringing you new clients. If we compare it with its closest analogue, namely contextual advertising, then its effectiveness will be observed as long as you invest funds, that is, pay for advertising. As soon as the budget runs out, users will stop visiting your site through context. Therefore, if you want to provide your site with a truly stable and long-lasting effect, then you clearly cannot do without On-Page SEO.
2. Attracting exclusively targeted traffic. In this case, you focus on the audience that is interested in your products, services, information. The fact is that your pages will be included in search results in response to the queries entered by users who are looking for the product they need. That is, thanks to internal optimization, you attract people to your site who are ready to perform target actions. This means that with the correct implementation of On-Page SEO, you get good conversion rates.
3. The ability to use a huge number of queries, thereby covering the maximum target audience. Along with those key queries that you will add to the text after working out the semantics, many other related phrases can be used when ranking search results pages. This means that they can also bring in new customers. In addition, when working through search engines, you will not have to pay for transitions, control limits on impressions, which would be relevant when using other traffic channels.
4. The most rational use of material resources. On-Page SEO is a technique that allows you to keep the entire budget distribution process under complete control. The fact is that here all your expenses will be directed to improving the quality of your site, making it more comfortable and convenient to work with for the user audience. You do not pay intermediaries, that is, here every penny will be used purposefully for the development of the site. All the funds you invest are transformed into an increased number of orders and, as a result, an increase in income. Modern users have quite high demands on online platforms. They will interact only with those portals that are convenient for them. Therefore, if you manage to get a resource that can load quickly, contains useful and interesting information, has a presentable appearance, then with a high degree of probability the order will be left on it.
5. Increasing brand awareness in the market. Sites that are at the top of search results are automatically remembered by users who are interested in the relevant topic. If a person contacts you with an order at least once, if he is satisfied with the quality of the product, service, information, then he will remember the name of the company and will subsequently return for new purchases, recommend it to his friends. That is, in the future, among all competitors, a person will choose your business. And we must not forget that sites that are at the top of the search results will always have more trust from potential customers than paid contextual advertising.

If we analyze all these advantages, we can confidently say that On-Page SEO is capable of solving the key tasks facing any business when entering the online space. And this means that it is necessary to approach the implementation of these works comprehensively and professionally. And our recommendations will help you with this. But before that, we want to draw attention to the fact that in practice it will be possible to get the maximum result only by combining On-Page SEO and Off-Page SEO, that is, internal and external optimization.

What are the main differences between On-Page SEO and Off-Page SEO

We have already had a large review dedicated to external optimization. Follow the link to learn more about what Off-Page SEO is, the features and advantages of this technology, and recommendations for implementing work that will help you do everything as correctly and quickly as possible. Now we just want to draw your attention to the key difference between these two methods. In particular, we are talking about which elements are affected by optimization:

1. On-Page SEO. Involves working with all elements posted on the site. That is, this will include everything you do on the resource in order to improve it from the point of view of user appeal, as well as adjusting it to the requirements of search engines. That is, the content of each page of the site, meta tags, structure and all those other elements that we talked about above are optimized.
2. Off-Page SEO. Here we are talking about performing work outside the site itself. They will also be aimed at improving the reputation of the site, but beyond its borders. In practice, this is achieved by forming an external link mass, user reviews, placing brand mentions on third-party sites, as well as other actions aimed at increasing the citation of the site, its mentions on the network and brand recognition as a whole.

That is, in order to get a good result, it is important for you to combine both of these methods. This will be the key to successful SEO promotion in general and moving your site to the top of search results.

Effective On-Page SEO techniques

We have already repeatedly said that in order to get the maximum result in practice, it is important to make sure that your page is ideal both from the point of view of search engines and user convenience. That is, a fairly impressive amount of work will have to be done. But at this stage, we recommend paying special attention to a number of factors that need to be implemented as efficiently and efficiently as possible. This means that after a certain time, they will definitely lead to increased traffic and improved website rankings in search results.

Now we will look in more detail at 10 techniques that every SEO specialist should master.

Filling the site with useful and unique content

Content is the main component of any site. Search bots focus on it when analyzing your resource, checking its compliance with the topic, user queries, and the users themselves, evaluating its usefulness for themselves. That is, it is important for you to receive material that will fully meet the needs of the audience. And this will be the key to a successful site promotion strategy. And here there are a number of key requirements by which the quality of content is assessed:

• Uniqueness. All content that you will post on your site, be it texts, drawings, photographs, videos must be unique, they cannot be copied from other resources.
• Simplicity and consistency of presentation. Articles should be written in understandable human language. There should be no complex phrases, unnecessary turns of phrase, narrow terminology. Make it so that a person does not have to use third-party sources to understand the material presented.
• Disclose information on the topic as much as possible. Bet on the fact that the visitor can get the entire volume of information he needs on your resource, and not go to competitors' sites for additions. That is, it is very important to understand what exactly interests users. That is, in any case, you will need to create a portrait of your target audience.
• Supplement photographs, pictures, videos with a short description. This is what will explain their content, thereby eliminating “guessing up” and, as a result, incorrect conclusions.
• Add statistical data, infographics and other data to the text that will increase trust from the user audience, indicate your authority.

Do not forget to structure your materials, break them into semantic blocks, add lists. This will make the material more convenient and quick to perceive, which will also have a positive effect on its assessment by readers.

We focus on achieving high E-E-A-T factors

In this case, we are talking about characteristics that play a key role in determining the quality of the site by search engine bots. The abbreviation E-E-A-T hides 4 key factors:

1. Experience, that is, experience. This is what will indicate the author's ability to create useful and high-quality content within a certain topic or area as a whole.
2. Expertise, that is, expertise. Determines the qualifications and level of knowledge of the author in a certain area or issue.
3. Authoritativeness, that is, authority. This factor will be determined based on the author's reputation, as well as the influence that he can have on this topic.
4. Trustworthiness, that is, trust. This is a reflection of the level of commitment of visitors to an individual author and the site as a whole. Trust will be based on professionalism, honesty, reliability, openness.

All this suggests that articles for the site should be prepared by a person who is deeply immersed in the subject matter, is well versed in all the nuances, knows which sources should be used in order to fully reveal the essence of the issue, convey its key points to the audience in the most simple and accessible language. In this case, special attention should be paid to pages dedicated to the company itself and the team, customer reviews, privacy policy and, of course, blog pages where expert author content will be posted.

That is, E-E-A-T factors are what will help you get a site that users will visit again and again, finding material whose authenticity and reliability they are completely confident in. This will ensure a constant influx of visitors, increased brand awareness, good reviews, recommendations.

Adding key queries to pages

Key queries are this is what helps search engine bots determine how much the content presented on the site corresponds to the queries that users enter in the process of selecting the information, product, or service they need. Today, there are specialized services that will help automate the process of collecting semantics from competitors' sites that are at the top of search results. It is clear that it is not possible to include all these phrases on one page, since it will be too saturated with them, which can lead to spam. To avoid this, it is worth taking high-frequency keys as a basis, and then adding individual words from low-frequency ones to them.

As a result, you will get the so-called long-tail keywords and will be able to cover the maximum amount of semantics. Such keys have higher conversion rates, but they will be less competitive. This means that with their help it will be much easier to win high positions in search results. But only those people who enter such phrases in full will click on them. Therefore, it is recommended to combine both low-frequency and high-frequency keywords in your texts. They should be added to:

• the main text on the page;
• Title and Description;
• all headings of different nesting levels, and it is optimal to include phrases in direct entry in H1-H2, and in lower H3-H6 - in a diluted form, in word forms;
• Alt-descriptions for pictures, photos, videos;
• URL-address of your page;
• elements of internal linking.

But again, we repeat that it is very important to avoid excessive saturation here, so that search engines do not mark your page as spam.

Making adjustments to the Title and Description

Working with meta tags is one of the important elements of On-Page SEO. In particular, the same Title and Description play a very important role in how the search engine will determine the relevance of your content. If you perform all the work on their optimization as correctly as possible, then you will have a significant impact on increasing the position of your site in search results, and at the same time you will be able to attract more organic traffic. By such a term as optimization in this case we mean the implementation of a set of works aimed at improving the quality of meta tags so that they meet the requirements that the system places on them. Depending on the type of tag, there are nuances and standards:

1. Title. This is the title that will appear in the search results. It looks like an active blue link that the user can click on and go to the site page. By this tag, users understand which resource they can get to, and the search engine determines the relevance of the page to the request entered by the visitor. In order to get a high-quality Title, you need to follow these requirements: the total length is no more than 70 characters, the presence of the main keys closer to the beginning of the phrase and the brand name at the end (if your brand is too significant and well-known in the market, then its name can be placed at the very beginning), uniqueness within your site. Also, the Title should not duplicate the H1 heading of the page, and its content should describe as succinctly as possible what will be presented on it.
2. Description. This is a tag that will be displayed in search results directly under the Title. It is a more extended description of the page. It does not directly participate in text ranking, but thanks to it, you have the opportunity to significantly improve clickability. Thanks to a correctly composed Description, the user will understand what exactly you are ready to offer him on your site and decide whether to visit it in accordance with current requirements. There are also requirements here. In particular, the total length of this tag should be in the range from 70 to 250 characters. It is important not to duplicate the Title, but to add the competitive advantages of your business, thereby showing what benefits the user will receive from cooperation even before visiting the site. You can also add a call to action. Keywords should be written at the very beginning, and also use synonyms for them. That is, you should get a phrase that will encourage the user to go to the resource for a more detailed acquaintance and to get answers to their own questions.

We would like to draw attention to the fact that these tags must be present on absolutely all pages of the site that you plan to add to the index.

Optimizing the URL of the page

The URL of the page is what will be displayed in the address bar of the user's browser. It is a mistake to think that here we are talking exclusively about a link that will lead to a particular page of the resource. The URL also plays a very important role directly in On-Page SEO, since it can include information that is very important for the user and the search engine. So search bots and visitors will understand the relevance of the page by it. To get a quality URL, follow these guidelines:

• use generally accepted transliteration of characters for writing;
• replace all punctuation marks, as well as spaces between words and accompanying characters, except for numbers and letters, with a hyphen: underscores are not recommended here;
• if it turns out that you replace some character at the very end of the URL with a hyphen, then it should be removed;
• if you have 2 hyphens in a row, then you will need to replace them with one;
• do not use capital letters: use only lowercase;
• do not write too long phrases: the URL should be as concise, clear and easy to read as possible.

It is worth paying special attention to the development of the URL, since it will be very difficult to make adjustments to it later. You will need to run page-by-page 301 redirects leading from the old address to the new one in order to maintain traffic and, accordingly, your position in the search results. Therefore, think over the entire structure of your site and all the pages that should be present on it.

Optimizing graphic content

The presence of images and photographs on the site is what will increase the likelihood of page ranking in Google Images and will lead to attracting more visitors. First of all, it is important for you to write or optimize a short description for the image, that is, add Alt text. It is written in the HTML code and displays what is contained directly in the image. The fact is that search bots do not perceive graphic content. They will analyze your image solely on the basis of this description. In order to write Alt text correctly, follow these recommendations:

• keep the description short: no more than 5-6 words;
• use simple, understandable words;
• add 1 or 2 keywords that can convey the essence of your image;
• focus exclusively on unique images, choose the right placement format;
• be sure to use spaces between words to make the phrase as easy to perceive as possible.

In order to optimize the site loading time, it is recommended to compress the image, but so as not to reduce its detail and quality. If desired, you can use deferred loading, which will also have a positive effect on the speed of page display on user devices.

Optimizing page loading speed

Modern users are accustomed to the fact that the average site loading time is less than 2 seconds. This means that if your page takes longer to load, few people will stay on the resource. Most users will simply close your site and go to competitors. The search engine will also react to such an action. In particular, the time a user spends on a site is one of the key factors that are taken into account during ranking. If bots see something like this, you will not see a high position in search results. This means that it is in your interests to perform all the necessary transformations. The first thing you need to do is measure this speed using specialized services. As an option, this could be Google PageSpeed Insights. This tool will not only show you accurate information about the speed at which your site loads, but will also provide a number of recommendations that can be used to improve this indicator. In particular, this can be:

• compressing the image, but not damaging its quality and readability;
• launching caching in the browser;
• minimizing the number of repetitions, that is, getting rid of cyclic links;
• using delayed loading of images;
• activating the data compression option;

We would like to draw attention to the fact that the loading speed will also directly depend on the speed of the Internet, as well as the location of the server itself and a number of related factors. That is, there is a possibility that your data will have an error of up to 20%.

Optimizing internal links

We have already mentioned that internal linking is one of those requirements that must be implemented without fail within the framework of On-Page SEO. This is very important for the site, as internal links on the site help:

• search bots to understand the structure of the site, that is, to conduct faster, high-quality indexing, to identify those pages that will provide higher-quality ranking;
• users can easily and simply find the information they need and navigate within one site, which will help improve the user experience;
• increase PageRank indicators, as one of the most important algorithms that is used in the process of assessing the authority of a particular Internet page;
• distributing weight as evenly as possible across the key pages of the resource: the more internal links lead to a particular page, the more weight it will have for search engines.

To perform the upcoming work as correctly as possible, you will need to follow a number of rules. In particular, anchors should be as clear and relevant as possible, they should contain keywords that would harmoniously fit into the context of the page. It is better to insert them in the middle of a sentence, and not at the very beginning. In no case should you form cyclic links that will redirect users to the same page they are currently on.

But here, too, you need to calculate the number of internal links as correctly as possible. If there are too many of them, then with a high degree of probability people will not appreciate such a solution, that is, there will be a risk that you will simply clog the site with a huge number of links, making it extremely inconvenient for people to use. This is clearly not the option you are counting on. It is best to make sure that the transition to the main page from each other on your site involves no more than 4 clicks. Otherwise, you get an excessively deep nesting, which will negatively affect scanning, and along with this, indexing.

Optimizing external links

We have already mentioned that in order to implement high-quality work, it is important to combine both internal and external optimization. But you also need to provide such hyperlinks that will lead from your resource to authoritative sources. This is what will ensure your interaction with third-party sites and will give good results for brand development, increasing cooperation with other business representatives. To get a good result in practice in this case, you need to:

• send links only to authoritative, reliable sources;
• use a limited number of external links;
• interact with sites whose content is relevant to yours;
• regularly check the reputation of the pages you link to and remove links if it turns out that the site has begun to "lose" its positions;
• if you launch links to commercial or sponsored resources, then you must add the appropriate attribute to them (rel="sponsored").

In most cases, it is better to leave links open, especially if they lead to authoritative resources, those that are well known to the audience. They will add credibility to your site.

Adding micro markup to the site

Micro markup is specialized structured data that needs to be added to the HTML code of the site so that the search engine can get additional information about everything that is on your page. Thanks to this, you can significantly improve the visibility of the resource in search results and increase organic traffic to the site. In particular, micro markup is used for breadcrumbs, sections with contacts, useful articles, reviews, e-books, products, recipes, FAQ, vacancies, etc.

Summing up

We hope that now you are convinced of how important it is to properly organize On-Page SEO and how much needs to be implemented to achieve the goal. We are talking about work that will be carried out over a fairly long period of time. And even if you have already achieved the desired results, you should not stop there. The site must be maintained in excellent working order and subsequently regularly updated with new, relevant content. This is the only way to maintain the positions occupied and prevent their transfer to your closest competitors.

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