What Is On-Page SEO and Why Is It Important?

On-page SEO is a topic that digital marketers and SEO specialists get asked about a lot, especially with business owners who aren’t sure what to prioritize when it comes to their website. In today’s ever-growing digital age, there are a lot of mixed messages out there on whether or not on-page SEO matters in 2021. 

Maybe you’re one of the many who feel frustrated because you don’t know where to start with on-page SEO, you don’t know who to trust, and you have no idea what should be prioritized with your SEO efforts. We’re here to help. When you have an expert handling SEO, then you’ll be able to focus on other areas of your business to help keep it moving forward.

If you ask us, your on-page SEO is like ongoing maintenance on your car. Even if you have a beautiful car on the outside, if it doesn’t drive, then you’re never going to get anywhere. Similarly, you might have a great website, but if you don’t have your on-page SEO squared away, then your business isn’t going to get you very far. 

Keep reading as we discuss what is on-page SEO and why it is essential and how to audit your website to improve your rankings.

Your Guide To On-Page SEO and Why You Need It

Search engine optimization (SEO) involves a variety of strategies that include on-page SEO and off-page SEO. Off-page SEO are things that happen off your website and can’t be controlled. Usually, when you hear someone talking about improving their SEO, they mean on-page. Let’s dive into what on-page SEO is and what it’s such an integral part of modern website marketing.

What Is On-Page SEO?

On-page SEO is the practice of optimizing web pages to improve a website’s ranking and gain more organic traffic in the search engine results pages (SERP). The process includes optimizing a page’s HTML, internal links, metadata, and posting high-quality, relevant content and images. We’ll get into meta-data later, but it involves meta titles, meta description, and keyword density. When you add all of these elements together, you’re left with an improved webpage that is search engine optimized

Other factors go into how search engines rank your website that lies outside of the owner’s control; off-page SEO. This includes backlinks from other sites, brand mentions, social media, and page shares, all of which could have a direct or non-direct effect on a site’s ranking in the SERP.

On-page SEO relies on the actual content on the page and within the website. Content refers to words on the page, metadata, multimedia content, CSS, HTML code, and more. Since content is the central area of focus for search engines, it should be the main focus of any SEO marketing strategy.

Why Is On-Page SEO Important?

There are lots of reasons why on-page SEO is important. It helps search engines analyze your website and any content connected to it. Because search engines like Google are constantly updating their algorithm to understand a searcher’s intent and give the user what they are looking for. You should be updating your website to coincide with Google’s updating algorithm. Make sure that all content visible to users like content and images, plus what is visible to search engines like HTML code and metadata, has been carefully optimized.

Regardless of the size of your business, you should be optimizing your website. SEO is one of the most common digital marketing strategies because of its reliable return on investment. It remains popular because it has relatively low-costs coupled with long-term benefits that help websites grow and bring in organic traffic for years. 

Without on-page SEO, your site could be missing out on opportunities to rank for your business. In fact, without an SEO strategy, your website might be getting pushed down by your competitors. The higher your rank, the better your chances for companies to find you, click on your website, and ultimately lead to more sales. 

5 Step Framework For On-Page SEO

There are five steps for on-page SEO that are the most impactful parts of on-page and on-site SEO. Here are the things you should focus on, or let an SEO expert focus on for you:

Headings And Subheadings 

Your SEO expert should prioritize proper heading structure. Start with your H1 as your page title, and it should contain your primary keyword phrase. As you work down the page, label H2s for main headings, H3s for subheadings, and so on. Labeling your headings will help search engines determine your page’s main points and focus so that the right people find your website.

Meta Tags

Every page on your site, aside from a few, should contain unique titles and meta description values that are informed by keyword research. Content on that page should be written around the target keyword phrase for that page.

On-Page Content

All written content on your webpage should be addressing the main topic the page is about and feel natural. Help yourself rank better by researching information related to your topics and services and keywords to better understand what you should mention on the page. The content you write about helps search engines figure out the purpose of your page. 

Mix Up Your Content

Over the years, multiple studies have shown that pages with content containing various forms of content rank better than pages with just text. Include lists, headings, images, videos, and transcriptions to your pages if you want your site to perform well.

Internal Links

Search engines discover your site’s content through links, internal and external. Obviously, it’s easy to control your internal links, so prioritize your most important pages first and, of course, make sure your navigation makes sense. You want to make it easy for your users to find your internal pages and make it easy to get back to the home page. 

Let Me Help You Rank Higher On Search Engines

On-page SEO is not dead, and keywords still matter when you want to rank higher on search engines. Though people indeed used certain “tricks” back in the day to try to increase rankings quickly, those things don’t work anymore. It’s false to say that on-page SEO and targeting keywords are a waste of time. The strategy for implementing on-page SEO might have changed, but it’s still an incredibly valuable part of SEO when done correctly, and it can make all of the other digital marketing efforts more effective.

If you’re not sure where to begin with SEO, reach out to me today. Together we’ll analyze each page of your website and make all the necessary changes to help you increase your rankings. Whether it’s site layout or content placement, titles and meta descriptions, internal links, and more, I’ll help you optimize each page.