On-Page SEO: The Basic Guide for your SEO campaign

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Over the years, we have set our attention to off-page and technical aspects of SEO without realising that this move lacks a crucial factor – on-page. 

Website owners love the idea of building links to increase traffic potential and rank in search engines result pages. However, this activity will only be successful if you integrate on-page elements as well. 

What is On-Page SEO

On-Page SEO is one of the pillars of Search Engine Optimisation.

On-site SEO  refers to SEO implementation that you can control and include on your website. 

With this said, your goal is to ensure your website serves its purpose to your clients or customers – provide valuable and usable content. Such actions can lead to improving your search engine rankings or search results visibility. 

Implementing On-page SEO will take time, resources, and effort from you and your team. 

If you enter an agreement with an SEO digital marketing agency to do this for you, it matters that you know the on-page optimisation factors to monitor or assess:

  • Page Loading Speed
  • Keywords
  • Content
  • URLs
  • Internal Linking
  • Meta Description
  • Title Tag
  • Heading Tags
  • Alt Tags
  • Images
  • Mobile-friendliness

Here are some strategies you can do to optimise these factors:

  1. Write in-depth, quality blogs, articles, or e-books
  2. Clean -up your website’s code
  3. Ensure that speeds up your website.
  4. Streamline your site’s navigation
  5. Don’t forget to include unique title tags and meta descriptions

Title Tag 

A title tag is an HTML element that indicates the title of a web page. 

You will see your website’s page title displayed on the search engine results page (SERP) as a search snippet. 

It looks like a link that you can click to access its content or the page itself.  The title tag of the page is the unique, accurate, concise, description of its overall content. 

Title Tag Optimisation 

Title tags are significant to your on-page SEO campaign as it signals Google’s algorithm of your content’s purpose and relevance. 

Title tags hold a bigger pressure when you come to think of them because it carries the main idea of your content. If you fail to communicate your title tag to your audience, it can do more harm than good to your site. 

Imagine losing the opportunity of ranking ahead of your competitors and gaining a good amount of traffic because of a poorly structured title tag – lacks strong keyword, no emphasis, and is dull. 

Here are some things to consider when crafting your title tag.

  1. Be Original. Be unique.

If you want your brand to be the centre of attention on the world wide web, ensure to stand out by crafting original and unique title tags. 

You are offering an experience through your business. It matters that you communicate it well to your target market. As a web owner, you want to ensure that they won’t see your company as a copycat of others in the industry. 

As much as possible, avoid default titles such as “Home” or “New Page.” Google might think that you are duplicating some content of your page or other websites.

  1. Focus on Target Keywords

Another important thing to remember is to put significant keywords first. 

If you want to optimise the title page, adding target keywords to your title mage creates an impact on your website.

Of course not all keywords that you want to rank for must be added to it, you have to perform keyword research to check which terms work best for your title tags. 

  1. Catchy titles are attractive

We dont think that you would want to check out the content that looks spammy and dull to read, right?

Catchy means an attention-grabbing type of title. One that sparks interest and can somehow intrigue users of why Google had your content on the first page. 

  1. Push for your Brand

Whatever you write, dont forget to use your brand’s voice. 

You can engage authentically with your customers if you do so. Establish who you are through an excellent title for your pages. Spread awareness by ensuring you craft statements that convert to trust and loyalty to your prospective customers.

  1. Write for people

We will never get tired of telling you this, write for people and not for bots.

Yes, we want search engines to notice us, but search engines’ crawlers depend on searchers and queries. 

If you have people in mind while writing your content, you are on the right track. People will consume your content and will decide is it worth their time or not relevant enough to gain traction. 

A better experience equates to favourable click-through rates, traffic, and conversions. 

Meta Description

Another vital element of an on-page SEO is the meta description

A meta description is an HTML tag that provides a brief description of your overall content. 

This description provides users with what your blog posts are all about and the central idea that exists in your webpage. 

It includes keywords that answer the searcher’s query and helps search engines understand your page. 

Meta Description Optimisation

Just like the title tag, meta description needs optimisation efforts, too. 

As a crucial part of your webpage’s content, ensure that you are conscious of the following:

  1. Length

An ideal meta description fits the 155-160 character limit. 

It can be challenging to keep your meta description short because you can leave out essential statements to properly layout your content, but its one of the best practices out there. 

We can’t fully control what Google shows in search results, but it doesn’t mean it’s not worth it. Observe that some websites maintain a 120-156 character limit to their meta description to ensure that they go by the rules and have it displayed on search results. 

  1. Duplicates

Avoid duplicating meta descriptions. It can affect your SEO optimisation campaign as Google algorithms might treat it as spam or irrelevant content. 

If you can’t craft your meta descriptions now, it would be wise to leave it blank that resort to duplicating your existing ones. 

  1. Content

Ensure your meta descriptions connect to your page’s content. 

Misleading your audiences to earn clicks and traffics can ruin your reputation. They will no longer trust your website’s offering as you have a negative persona online already. 

Craft well-thought-out content that echoes your brand’s voice and leads the untapped segment of the market to discover your business. 

  1. Keywords

Never forget that meta description can be a good place to start your keyword campaign. 

You may incorporate your target keywords in your meta tags, aside from the call to action statements, as Google will highlight those in search results. This strategy of adding your focus keywords can be inviting and may increase your clicks and conversions. 

Image Alt Text

After title tags and meta descriptions, another essential factor for your on-page SEO campaign is your Image Alt Text. This can increase your rank on Google Image Search and improve search visibility. 

Alt text or alternative text is another HTML code to illustrate the appearance and function of an image on your webpage. once your site’s image failed to load or takes too long to show its content. It helps your users and screen-reading tools to explain to your visually impaired readers the images on your site.

Image Alt Text Optimisation

Here are some of the best practices to adopt if you want to optimise your Image Alt Texts

  1. Be specific.

You are describing the image found on your content, be specific and detailed as possible. 

Crawlers will appreciate your content more if you provide an on-point description of your image as it also gives context to your overall webpage. 

  1. Relevancy matters

Another crucial point to remember is that your alt texts must serve relevancy, especially if the image is too generic and not familiar to others.  

Aside from being specific, ensure that you provide relevancy to your topic or subject of the page it belongs. 

  1. Uniqueness is a must

Unique alt texts don’t mean you place your target keywords in them. 

Writing a unique alt text means not repeating nor duplicating your previous entries. Not all content are the same; thus, creating a unique alt text is a brownie point to your on-page SEO performance. 

Check out our SEO Guide Content Series to learn more about on-page optimisation:

  1. SEO Title Optimisation
  2. Meta Description Optimisation
  3. Image Alt Text Optimisation

If you find any difficulties don’t hesitate to contact us. Our SEO Agency team is ready to help!

Ian Ong
Ian Ong
Marketing Director @ Roots Digital. Aka the guy responsible for growing the digital agency.
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