SEO On-Page is one of the 2 large blocks into which web positioning is subdivided (On Page and Off Page). However, for us it is the only important part of a good SEO strategy. To such an extent that in our agency we do not work on link building strategies (a key factor in SEO Off Page).
Because SEO On Page is the only safe and most stable one for algorithm updates.
Hence, it is our priority when it comes to getting traffic for our clients. Can you imagine waking up one morning and your visits have dropped by 25%? Or 60%? Well, that is more likely to happen to you if you risk your positioning with links.
That is why in this post we want to explain:
- What is SEO On-Page and why is it so important.
- 6 decisive factors in order to improve your website thinking of Google.
What is SEO On Page? Definition and why it is so important
The term stands for “On Page” SEO. Namely:
SEO On Page are all the actions that you carry out within YOUR page with the intention of improving its positioning.
Unlike with SEO Off Page, SEO On Page depends exclusively on you, that’s why it is the first thing that you should always optimize.
Shouldn’t we give priority to link building ?
If you want to risk the positioning of your website, yes, go ahead.
But keep in mind that Google constantly modifies the algorithm to penalize websites that try to improve their positioning with unnatural links. There are websites that lose 60% or more of their visits in an algorithm update.
Are you seriously going to leave something as important to your business as organic traffic to chance?
For us this is crazy, that’s why we always focus on optimizing the SEO On Page of the webs (although we will talk about this later).
6 techniques to improve your SEO On Page and gain positions within the search engine
We already abandon theory and get fully into practice. Here are 6 points you can start working with to improve your SEO On Page.
We do not want to get into very technical questions, but it is impossible to talk about SEO On Page and not mention this concept:
When we talk about indexing, we mean whether Google is “reading” your website correctly.
Sometimes an oversight (selecting in the WordPress settings that you do not want search engines to crawl your website) or some technical problem (for example, a bad configuration of the robots.txt file) can cause Google not to access all the content correctly of your website.
Tips in this regard:
- Check when was the last time Google crawled your website: to do so, you just have to use a command in the search engine that is, « cache: your-domain.com «. When you do, you will see that it indicates at the top the last date on which the Google bot or crawler passed through your website.
- Use a sitemap.xml: these are files that collect the entire url structure of a page. It’s like having a map that helps Google better track your entire website. If you use WordPress (our recommendation) you have free plugins (like XML Sitemap) to create it for free.
- Learn to use Search Console: it is a free tool from Google (among many other things) that allows you to have your website indexed instantly or check for other indexing problems.
However, we insist, if within your company you do not have an SEO specialist, it is better that you hire an expert to review and configure your website. A mistake in this more technical field can lead to major failures, which would lead to losing your ranking.
As they say: “shoemaker to your shoes” and entrust all these aspects to a professional.
2. Web architecture
A basic mistake that many clients make is to entrust all the positioning capacity of their page in their posts, without realizing that the web as a whole also has a lot to say.
We give you 3 keys in this regard:
- Simple (everything in 2 clicks): ideally, any url on our website should be at most 2 clicks from the start. We want people and search engine bots to find all content as quickly as possible.
- Categorize the information: using categories helps Google to better understand the content. For example, that you have a category “Marketing Tools” and that all posts are nested within it.
- All according to a study of keywords: the research keyword is the one that tells you what you should give more important concepts (eg with a category page). It is also very important to see the different types of keywords to attack and what type of page you are going to do it with.
Both your home and the sales or category pages are also very important in order to position your website. Hence, having a global positioning strategy is key. When everything is done right from the start, it always works better.
3. Loading speed
A web that positions is a web that loads fast, neither more nor less. In fact, we have already mentioned that it is estimated that if Amazon takes a second longer than normal to load, it could lose 1.6 billion sales a year.
Users are impatient and if your website does not load instantly they will go elsewhere, and Google’s positioning will also suffer.
Questions to assess:
- Hire a good hosting: and not only so that the web goes fast, but to avoid falls and that your page is safe.
- Optimize images: modify their width to what is strictly necessary to make them look good and optimize their weight with compressors such as TinyPNG (ideally, images should not exceed 150KB).
- Don’t go overboard with plugins: we love testing tools, but having a lot of extras on your website will make it load very slow and incompatibilities will arise between them.
- Cache plugin: this one you have to have (very important that you configure it well) so that your website goes faster.
After this technical review, let’s move on to something more “simple” like creating content.
4. Create content (but always with strategy)
It is no secret that Google likes content, but unlike what you may have read on other websites, it does not prefer quantity to quality. We see it:
- Better quality than quantity: publishing content that is pure straw every day will not make you rank better. Google measures the quality of content in relation to user experience metrics (we see it in the next point), so if your posts are not well worked, you will only lose time and money.
- A post = a keyword: this is not exactly the case because you can also create content whose objective is not to position, but we mark it as a general rule when creating any content. Each post must attack a single keyword that you have found before in keyword research.
- Take care of the H1, H2, H3 tags, etc .: in this post on SEO writing you have all the rules to comply with for your content to position, but remember that these tags play a fundamental role when it comes to prioritizing the information in the content ( and that Google can understand it better).
- Keyword density or not: this concept refers to the number of times you include the keyword exactly per 100. Now it is no longer important, it has more weight within the positioning that you use keywords related to the topic (which is called semantics).
The principles are always hard with SEO (competition is high in almost all sectors), so it is important that you define which are the most accessible keywords for your website at all times. Hence, it is vital to work with a good SEO strategy.
5. User experience
Google is constantly improving its search engine to offer the highest quality content for each keyword. And what is quality for Google? The contents that offer a better user experience.
And that means:
- Work on the user’s search intention: or what is the same, see what type of information a person is looking for in relation to the keyword they enter in the search engine. Think of a keyword as a question that Google is asked and that you answer with your content. The better you answer that question, the more the user will interact with your website for longer.
- CTR (Click Through Rate): in SEO, the number of clicks received by each title is measured in relation to the number of impressions (the number of times it is displayed). It is important to play with emojis, signs, capital letters and other techniques to try to capture the user’s attention and click.
- Bounce rate: this is a metric that measures the percentage of people who enter your website and leave without visiting any other page. For Google, if users leave your website without interacting with it, it is because your content is not good, hence its importance. Work on linking to other posts, offer related content, show the most commented posts or improve your menu.
To improve the SEO On Page of your website it is vital that you work on all these concepts. Be aware that the user (and potential customer) is the boss.
6. Nofollow links
Surely you have heard of the links ” dofollow ” or ” follow ” and the ” nofollow “. We explain what each one is:
- Dofollow: the link that is used by default and that makes Google bots access the landing page and transfer authority.
- Nofollow: if we put the “ nofollow “attribute(rel = “nofollow”)on a normal link, Google bots will not take that link into account and authority will not be passed to that page.
Using nofollow links is important when you use affiliate links, or to avoid transferring authority to internal pages that do not interest you (the legal pages, thank you pages, etc).
Focus on SEO Onpage and not link building
As we always say, playing with link building is dangerous. Google constantly refines its algorithm so that links have the right importance within the positioning, so it is increasingly difficult to deceive you by generating links.
Work on a good SEO On Page, which has been and will always be the safest SEO path and the one that will least suffer in the event of a change in the algorithm.