On-Page SEO Ranking Factors and Techniques

What is On-Page SEO

On-Page SEO Techniques cover nearly 70% of ranking factors and the changes and modification what you do only on the website are referred to as On-Page Search Engine Optimization.

On-Page SEO is how you communicate with your audience and the best optimization of On-Page ranking factors will result in strong communication skills with your audience.

The ultimate goal of On-Page optimization is to make it as easy as possible for both the search engine and user to understand what the webpage is about.

Most ON Page SEO ranking factors relate to how relevant is your webpage to the query. Before start optimizing your site, you need to have the right set of targeted keywords.

Keyword research is one thing you don’t want to ignore in SEO. If you don’t have targeted keyword yet, then I would suggest you learn about how to do keyword research?

On-Page SEO Ranking Factors

Here we will look into some of the important On-Page SEO Ranking Factors which you can easily implement to boost the website ranking in SERP’s.

  • Webpage Content
  • Page URL
  • Title Tag
  • Meta Description
  • Internal Links
  • Heading Tags
  • Keyword Frequency
  • Site Speed
  • Images
  • Responsiveness

1. Webpage Content

The backbone of website SEO is content optimization. When you have webpage content optimized perfectly than 80% of On-Page Ranking Factors will be covered.

Both people and search engine should clearly understand the service or product you’re offering or the topic of your blog through the webpage content. Content is considered as “KING of KINGS” in the digital marketing universe.

Let me explain it with a scenario why “King of Kings”?

Content Optimization

There are two salesmen let’s assume their name is Cat and Dog and their job is to sell the car.

Out of 20 customers, Cat sold 2 cars and Dog sold 7 cars. They both had to sell the same car but why did Dog perform well compared with Cat. Please don’t tell me that customers liked Dog!

Cat knows everything about the car and explained it perfectly. Whereas the Dog understood customer needs and explained what the customer is actually interested to know about the car.

The most important thing a salesman needs to have is good communication and explanation skills to sell the product. In traditional marketing, the customer will be in front of you but that’s not the case in the digital world.

Whereas in the online marketing content is the only way you have to communicate with your customer. How you explain and present your webpage content will decide your destiny on SEPR.

Don’t conclude that the content represents only words and sentences. Webpage content area is an innovative zone, you can play with images, audio, videos, hyperlinking so on.

There is no boundary for your imagination and creativity in Content Marketing. With your crazy ideas make your website attractive, readable and user-friendly.

The Internet is an ocean of content and it’s important that you ensure yours is unique. Plagiarized content will not give you a promising result in search engine ranking.

When you analyse search engine behaviour, content length is an essential On-Page Ranking Factor in SEO. Ever wondered why?

SEO Content Length

I hope our old friends have an answer.

On August 4th, Cat and Dog took part in a competition and they gave a presentation on “How to cook food”. Cat explained for 40 minutes and Dog explained for 25 minutes.

Judges came to the conclusion that Cat knows more about “How to Cook Food” because he had more insight and concept to explain. In the end, Cat is declared as winner in the competition.

So it’s very important that your webpage content should be descriptive and cover all the topic related to your page targeted keyword.

Content length and quality will go hand in hand. The content length specifies how much you know about the topic. Content quality specifies your website bounce rate, exit rate and time spent by the user.

In all the SEO Ranking Factors Content Marketing have higher priority. Content optimization is a very precious concept in search engine optimization, so make sure you master in it.

2. Page URL

Uniform resource locator (URL) is considered as the address of the webpage and it specifies the navigation route of the page.

Page URL will send strong signals to both the audience and search engine. URL is used to determine the relevance of the page and tells what the page is about.

What is URL Optimization

Having a structured URL and implementing the targeted keyword in the URL is a good SEO practice. People like to visit the website which has their query in the URL.

Here an example of Good URL Optimization:

  • www.bakery.com/cake/chocolate-cake

In standard URL format forward slash [/] is considered as the folder and empty space will be replaced with separators. In the above example, the website (bakery.com) has a folder named cake. Inside of cake folder, there is a post for chocolate cake and hyphen [-] is used as the separator.

Make sure that the URL should be readable and try to keep targeted keyword as close as possible to the domain name. Try to avoid special characters and you don’t want to stuff keywords in the URL. Keep it simple and straightforward.

Here is an example of Bad URL Optimization:

  • www.bakery.com/299#r/23.ads/cake$%chocolate*9^!5

It’s not a good SEO practice to change the URL structure after it got indexed by a search engine. Modifying the URL structure will cause a broken link (404 errors – Not found page) for an old indexed webpage.

Optimized URL play an important role and has significant value in On-Page ranking factor. Be sure to give high preference for URL structure while publishing new post or articles.

3. Title Tag

The website title tag <title> plays an important role in both user experience and search engine. Webpage Title sends a strong signal and it’s what audience see in SERP for both organic and paid results.

The title tag used to provide a short accurate description of the content on the webpage. The ideal length of the page title is 55 – 65 characters and if you exceed it then your page will look something like this in SERP

Title Tag Length

Page Title should be short and clear along with that include the targeted keyword at the beginning of the title tag to follow good SEO practice. And you don’t want to confuse search engine but using same page title on multiple pages.

Make sure every page on your website having distinct title tags. Having a perfect page title by analysing relevant keywords will play a significant role in On-Page SEO ranking factors.

4. Meta Description

It is an HTML element which provides the explanation of the webpage content. The meta description will be displayed below the Page Title in SERP.

In terms of ON Page SEO Factors consider Meta description as conversion factor rather than a ranking factor. The search engine utilizes Meta description as a snippet of the information and the maximum of 150 to 160 characters length content will be displayed in SERP.

Meta Description Length

Meta description acts as “Call to Action” and it helps a user to decide which results to click in SERP. Even though it is not a direct On-Page or OFF Page SEO Ranking Factor but search engine analysis Meta description to understand the webpage topic.

The optimized Meta description will result in a high click-through rate (CRT) with a great chance of a conversion. If the search query is matching with your webpage content, then the search engine will omit custom description and will feature that relevant content as the Meta description in the result page.

Auto Generated Description

Keep unique description for every page of your website and also make use targeted or LSI (latent semantic indexing) keywords in your page description. But one thing you need to avoid is stuffing your Meta description with keywords.

5. Internal Links

Interlinking holds a strong position in the On-Page SEO Ranking Factors. Deep linking benefits both user and the search engine.

To add either text link or image link on your page content you will be making use of anchor tag. The part of the content which holds the link is called anchor text.

What is anchor text

The anchor text will highlight the importance of the keywords for which that particular webpage is aiming to rank. The internal link will help to create the hierarchy of pages which can assist search engine while crawling your site.

Remember, search engine bots will follow the links on your page when they crawl the site. When you have much linkable content then a search engine will be very likely to rank that webpage. Hidden text and links will affect the site ranking, so make sure all the links and content on the page is accessible by the user.

Analyse this Wikipedia Guitar page:

What is Deep linking

When search engine and people visit this guitar page, they understand that there is a separate set of content or page dedicated to “Strings”, “musical instrument”, “acoustic guitar”. Internal links will make your webpage content highly understandable, descriptive and user-friendly.

Internal linking is mainly used as a way to target web pages with multiple relevant keywords. Along with your link building techniques, make sure to optimize your content with the right practice of Deep Linking strategy for the better ranking signal.

6. Heading Tags

Heading tags help you to design your page content in an organized manner. There are 6 heading tags ranging from <h1> to <h6> and they directly correlate for both site users and search engine.

Heading tags mainly used to structure titles and subtitles of your landing page content. The H1 tag will forward the vigorous ranking signal to the search engine and it’s important to incorporate the primary targeted keyword in it.

H1 behave like a chapter heading in a book and other tags [h2, h3, h4…] are used as subheadings. You need to have single H1 tags at the beginning of your landing page followed by multiple H2’s, H3’s… as the page content progress.

HTML Heading Tags

Each heading tags will hold distinct importance of ON Page Ranking Factors. The search engine algorithm analysis content below the heading tags to establish relevancy.

Keep your heading tags distinct and avoid using same heading tags on multiple pages on your site. Stuffing unnecessary keywords in the heading tags without any relevant content will affect site ranking on SERP’s.

7. Keyword Frequency

We do understand that a machine has the responsibility to rank websites on SERP. So you need to think like a machine for unravelling the mystery of search engine algorithms.

When search engine bots crawl your website they seek for the words and sentences which are repeated often in your webpage content.

Let’s assume you posted 1000 word article on Gadget and the word “Digital Camera” occurs 50 times. The keyword density will be 5% for the phrase “Digital Camera”.

Search engine analyses which phrase has more keyword density and assume that the page might be related to that particular keyword. The keyword density is calculated using the formula:

Keyword Density Formula

Implant targeted keywords in your webpage content and the ideal range for keyword density is 1.5 to 3.5%. Make sure to use keywords in a realistic way and it should be relevant to website content.

People take advantage of this On-Page SEO Ranking Factor and stuffed their webpage content with targeted keywords. Your website will be penalized and consider as the spammy site if the keyword density exceeds the search engine standards.

Search Engines are getting smarter day by day. Some people underestimate these machines and do pay the brutal price in the end for stuffing keyword in the webpage content.

8. Site Speed

No one will appreciate the website which has high loading speed and research suggest that the target audience expects a website to load under 2 seconds.

Website Speed

Don’t we all hate to wait?

If the webpage isn’t loading right away then the user will exit from your site before it loads and it will affect your page rank. Every second of response time matters a lot and you will lose more than 60% of an audience if the website loads slowly.

If your site is taking more than 4 seconds to load then you need to improve your site speed to achieve a good result on SERP. Site speed will depend on your hosting service and the way your website is set up.

There are many ways to improve site speed which you can implement to reduce user response time. The website which loads quickly will keep the visitor happy and increases your conversion rate.

9. Images

Images are an important part of On-Page SEO and it benefits your website user experience. Optimizing the images will influence your site ranking. Images can be anything from a picture, graphics, animation, call to action button, icon, advertising banner or info graphs.

Image alt text, file name and title attribute should be optimized with perfection. Image Alt (Alternative) attribute was mainly designed to display a text instead of the image if the image was not loading. Image alt text indicates to the search engine what the image represents.

Image Optimization

Image title attribute provided additional information in the form of a small pop up when user cursor hovers over the image. Under which filename the image has been stored in the database will be taken into account by a search engine.

Similar to web pages, images will be having a dedicated navigation path. The search engine will index image URL, so it’s important to redirect the image URL to its landing page. Having a separate unoptimized link for images will affect your site reputation.

Since images will have no textual information the search engine will use image attributes to determine what the page is about. Don’t stuff keyword in an image tag, but try to make them as useful as possible.

Images play a crucial role in On-Page SEO Ranking Factors and make sure they are utilized correctly. Search engine effective use image recognition software, so try to create your own images instead of using the syndicated resources.

10. Responsiveness

More than 85% of people spend their time browsing on mobile devices. From 2016, search engines started to monitor site responsiveness and how mobile user interaction with the search result.

To improve ranking in SERP, your website needs to be mobile friendly and should provide faster and best experience for the user. You can use Mobile-Friendly Test Tool for analysing how your webpage responds to smaller gadgets.

Mobile Responsiveness

Small screen devices need more time to load images and highly dense web pages. To provide users with better experience you can implement Accelerated Mobile Pages (AMP) which will improve the site speed on mobile devices.

Remember to link your website with webmaster tool so that you will be notified with the responsive error. When your webpage is not organized correctly then responsive errors will be triggered by a search engine.

Some of the common mobile responsive factors are:

  • Image dimension missing
  • Text too small
  • Links very close
  • Table or page content crossing layout margin

Majority of user access your website from their mobile and that’s why responsiveness is important On-Page SEO ranking factor. Make sure that your website structure is designed with perfection and can perform effectively on small screen gadgets.

Mastering On-Page SEO

On-Page SEO is one of the important topics which you should master to achieve excellent result in SERP. On-Page SEO will help you to build a strong foundation for your website.

Search engine algorithms will generate hundreds of ranking signal when they crawl your website. I wrote an article titled “SEO Ranking Factors”, where I tried to cover all the latest SEO Ranking Factors which acts as ranking signals.

You need to be focused on every element that is available on your website. From the appearance of your webpage to the technical aspect to the coding structure should be optimized with perfection.

When you think about the search engine we all know that Google is a mega-giant. Monitor your website performance and how users are interacting with your site with Google Analytics and Google Webmaster tool.

Ensure you are providing right ranking signals to search engine. On-Page SEO is all about communicating with your audience and guiding them with what they are looking for in your website.

How many ranking factors have you implemented on your site? Feel free to express your website performance is the comment section below. If you still have queries about What is On-Page SEO and How to do On-Page SEO, then do let me know in the comments. Kudos..!

More Resources:

What is rel=”noopener noreferrer” tag?

What are Canonical Tags and its role in SEO?

3 Best Way to Increase PHP Memory Limit in WordPress.

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