Search engine optimization (SEO) is centered on the strategic use of keywords throughout a business’s online content. Yet stuffing a website, blog and other online content with industry-relevant keywords and/or geographic identifiers is not enough to send a website soaring up the search engine rankings. On-page optimization is just as important as the implementation of specific keywords and phrases.
An Explanation of On-Page Optimization in the Context of SEO
On-page optimization in the realm of SEO is a term that refers to all of the factors that play a role in a web page’s listing in search engine results. “Optimization” is the operative word in this term as the each important factor is completely under the control of those in charge of managing the website. A digital marketing service with a highly skilled approach to on-page optimization can tweak these factors in just the right manner to send the website/web page(s) shooting up the search engine rankings. Examples of important on-page factors that influence search engine ranking include HTML code, keyword density/placement, page titles, internal linking and meta tags.
A page’s search engine result position is primarily determined by its content. The content is what the web surfer desires so it makes sense that this information determines if the page is worthy of a high, middle or low ranking in search engine results. The importance of solid, relevant and helpful content cannot be overstated. Furthermore, high-quality content is “linkable”, meaning people should be able to link to it. More importantly, the audience should feel compelled to link to the page based on the merit of its content. In the end, if people can’t link to the page, search engines probably won’t be able to rank it. A page that can’t be ranked will receive few visits. A page with few visits won’t convert prospects into paying customers.
The use of metadata refers to meta descriptions, titles, headers and beyond. Compelling metadata tags must be applied for every web page in order to maximize SEO. If you don’t know what title tags and the other terms listed above actually mean, you aren’t alone. Metadata is one of the more complex components of SEO. It should be handled by those who are skilled in this niche. Digital marketing gurus know exactly how to create descriptive title tags with 60 characters or less that make a meaningful SEO impact. The key is to keep these descriptive tags limited to this character amount so they are not truncated within search engine results.
Meta descriptions are read by web sleuths who seek a better understanding of what a page contains. Meta descriptions also serve the purpose of functioning as a call to action for your website’s products/services. This description should be 160 characters or less and encourage readers to click on your website rather than those of your competitors.
Keyword Selection, Placement and Density
Digital marketing experts know all the ins and outs of keywords in the context of an SEO push. It is not enough to select industry buzz words and/or local identifiers and use them throughout your online content. Rather, the selection of these keywords should be researched in-depth. Digital marketing experts are quick to testify that keyword research is often the most important step in a SEO campaign. Once the proper keywords are identified, they must be placed in strategic places throughout the company’s online content. They must also be used at the appropriate density. There really is an artful element to the proper selection and implementation of keywords that only the best digital marketing services can provide.