Search engine optimization is currently the most important factor determining the performance of a website based on its Google Page ranking. Why so? This is because there are approximately over 3 billion searches per day but the second link displayed has a CTR (Click through Rate) of 0.78% as opposed to 31.7% CTR of the first link displayed.
SEO is divided into ON-Page factors and OFF-page factors. OFF-page factors are mostly related to optimizing the backend of the website through backlinking and other factors. ON-page factors on the other hand take a deep look into the content and optimize multiple factors for better accessibility and visibility for search engines and users.
Here are the Top 5 ON Page SEO Factors:
One of the most critical ON Page SEO factors is the content itself as that is the factor that drives traffic to the website. Content is tagged ‘good’ in the SEO world if it is linkable, immersive, not too stuffed with keywords and of course, creates a demand for more. Using keywords within the first 100 words of the page as well as structuring it out with metadata are a few aspects of optimizing content to help the website perform better. Pay attention to the content your business puts up, it’s an effective way to improve conversions and help the brand scale.
2. Title Tags
These are HTML specifics of the title of a webpage. Typically, Google displays about 50-60 characters on the search results page and determines whether the user will click it depending on the position as well the content of the title. It is highly suggested to keep keyword-rich title tags so that Google’s search engine captures it when a user is looking for it and depending on the overall performance on your page, will be displayed to the user accordingly.
3. Images and Internal Linking
Interactive elements, illustrations, and images bring life to the content displayed on the website. Optimizing them to your benefit helps the webpage is more trackable. Adding Alt texts for images helps create an identity and whenever a user searches, depending on the tags, the image gets pulled up which links it to the source – the webpage.
This is also an effective way to channel traffic to the webpage. Internal linking is also a highly appreciated SEO practice as it improves the customer experience while creating more visibility for the web page. One touchpoint that is interlinked to another page of the same website helps a user and search engines effectively find the content they are looking for.
One of the main ON-Page SEO factors that can be optimized to improve the performance of the website is by making sure that the hierarchy of content mentioned on the webpage categorically reflects in the URL structure.
This is of utmost importance as search engines capture this when a user looks for something specific and if the webpage URL is not structured well, numerous search engines may tag it as ‘irrelevant’ even if the content requested for is present thus giving it a lower ranking.
The content of the URL’s destination is used as a relevancy metric and can further be optimized with the help of anchor text which displays hyperlinked text within the URL and should ideally also be a keyword. This helps improve the relevance of the information on the website and hence, generates more traffic.
The click-through rate of a website is one of the factors Google takes into consideration to be displayed on the results page and is a way to drive more traffic onto the web page. Including Rich Snippets or FAQ schema along with questions in title, tags are ways of optimizing/ improving the CTR of a website. Meta descriptions and titles need to be crafted with care because if the title is overboard, it may come off as clickbait / spammy content to the user.
Keep in mind that the structure of content and choice of words would determine if the user wishes to engage with your website or not. Everyone wants quick answers and optimizing title tags is a great ON-page SEO factor that will help get a higher search ranking. Taking into consideration all of the points mentioned above, you’re all set to optimize your website and become the #1 result of Google’s search page!