Search engine optimisation, referred to as SEO, is becoming an essential component of website building. Appealing to search engines is important when it comes to driving traffic. While there are many components involved with an overall SEO strategy, optimisation can be mainly broken down into two parts: on page and off page. On page quite simply means the tactics and techniques site developers use to optimise web pages to improve search engine rankings. Off page refers to SEO marketing done outside the website, such as on social media sites, press releases, directory listings and so on.
On page optimisation is quite important for maintaining top rankings on engines like Google. While off page rankings can drive traffic to your site, these factors are not prominent when it comes to site ranking. You should make sure to track and update all on page tactics routinely to secure your existing ranking and keep rising higher. Here is a list of things you can do to ensure that your on page factors are up to date:
Include Main Keyword in the Meta Title Tags
Meta title tags tell search engines what your web page is actually about. It’s very important when it comes to appearing on top for certain search queries. Your Meta title tag therefore must contain the main keywords you are aiming for. The main keyword should ideally be included at the beginning of the tag. It should also sound as natural as possible. Aim for between 65 and 70 characters for the title.
Don’t Max Out the Character Limit for Meta Descriptions
Meta descriptions have a character limit of 156. Do not exceed this limit. This limit is there because it makes it quick and easy for users to read among search engine results. This description should outline very briefly what your web page is all about. You should preferably optimise these descriptions with main or other keywords. You can include a call to action if one is relevant to the content as well.
Keep URL Structure Concise
URLs should be kept as short as possible. Also, URLs should be rich in keywords. Keep the URL simple by avoiding numbers, symbols and codes. The basic idea is to keep your site’s domain name memorable to a visitor. Keyword-rich URLs also play an important role in helping search engines calculate the importance of a site.
Include Keywords in Body Tags
Body tags determine the hierarchy of the page by marking headings and subheadings. Headings are also ranked in importance on an H1 to H6 scale. Because body tags essentially anchor heading text to your page, you should include keywords inside them as well. You can include either main keywords or a variation of the main keyword. Doing so will help you organize content in a coherent and sensible manner.
Prop Up Written Content with the ‘Three Pillars’
These are the ‘three pillars’ of written online content: uniqueness, appeal and keyword density. The content you publish should be engaging to the reader. Written material should also have an appropriate length and not be too short or too long. Also, written content must also have keywords that do not get in the way of reading. Unique content drives SEO, as duplicates are punished by search engines. So, strive for interesting and high-quality written content to drive up traffic.
Use the above suggestions to improve your on page SEO factors so your website is well equipped to race to the top of search engine rankings.
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