On-Page Complete SEO Guide 2021
What is on-page SEO is and why it matters.
On-page SEO basics:
What is on-page SEO?
On-page SEO (also called on-site SEO) is that the practice of optimizing sites to rank higher in search engines. It includes optimizations to visible content and also the HTML ASCII text file.
Why is on-page SEO important?
Google looks at your page’s content to work out whether it’s a relevant result for the search query. a part of this process involves searching for keywords.
But there is more to on-page SEO than including keywords in your content—a lot more.
Google is ultimately searching for the foremost relevant search result for any query, so their algorithms also hunt for other relevant content on the pages. If your web page is about Fish and you don’t mention different breeds, Google knows there are probably more relevant results out there.
Relevance is such a giant part of on-page SEO that unless you’ll be able to crack it, you’re unlikely to rank.
How to create SEO content
Before you even considering making ‘technical’ optimizations like placing keywords here or there, you wish to make content that Google wants to rank. For that, you would like the most target keyword in mind.
Otherwise, here are some things you need to master:
- Be relevant
- Be thorough
- Be unique
- Be clear
1. Be Relevant
Relevance is arguably the foremost crucial part of on-page SEO, which suggests aligning your content with search intent. Cannot give searchers what they need, and your chances of ranking are slim to none. Because nobody understands search intent better than Google, the simplest start line is to research these top-ranking results for the three Cs of search intent:
- Content format
- Content angle
a. Content type
Content types usually fall under one in every of five buckets: blog posts, product categories, landing pages, or videos. as an example, all the top-ranking pages for “black maxi dress” are e-commerce category pages from well-known stores.
If you wish to rank for this keyword, it’s unlikely to happen with a blog post. Searchers are in buying mode, not learning mode.
b. Content format
Content format applies mostly to blog posts, as they’re usually either how-to, listicles, news articles, opinion pieces, or reviews.
To stand the simplest chance at ranking for either of those keywords, imitate. Trying to rank a listicle when searchers desire a how-to guide is an uphill battle.
However, like content type, the SERP isn’t always as clear-cut.
c. Content angle
The content angle refers to the most ‘selling point’ of the content. for instance, those looking for “how to form latte” seem to require to grasp the way to make it at home—without specialist equipment.
Here, the superbly content angle is anyone’s guess. Just select the angle you think would be most appealing and useful for somebody looking for.
While it’s important to align your content with what searchers expect, you would possibly not always want to follow the herd. If you’re confident that you simply can get searchers’ attention with a special content type, format, or angle, provides it a trial.
2. Be thorough
Having content that broadly aligns with search intent may be a good start, but it’s rarely enough. To be deserving of an area on the primary page of Google, it has to deliver on its promise. which means covering all the items searchers expect and wish to work out.
Given that you’ve identified the three Cs of search intent, you most likely have already got a rough idea of what searchers might want to work out. for instance, if you’re writing about a way to buy.
Bitcoin and also the top-ranking pages are for beginners. It probably wouldn’t be informed to explain the blockchain in intricate detail.
To higher understand what your content should cover, you wish to dig deeper by further analyzing relevant top-ranking pages.
The keyword here is “relevant.” If you’re targeting the keyword “best golf club sets” and arrange to write a post about the simplest sets, then there’s no point analyzing and taking inspiration from top-ranking e-commerce pages or posts about individual clubs. you would like to investigate similar pages to yours.
Look for common subheadings
Most web pages break a subject down into subtopics with subheadings. These offer quick insights into what searchers are searching for, especially if you notice the identical or similar subheadings across multiple pages.
Given that all relevant top-ranking pages include this, it’s reasonable to conclude that it’s something searchers want to grasp. Google probably knows that pages covering this stuff cause higher user satisfaction than people who don’t—and rank them higher.
If you’re writing a listicle, you’ll be able to also look to subheadings for insights into specific products, services, or tips include.
Look for subtopics among keyword rankings
According to our study of three million search queries, the common top-ranking page ranks for nearly 1,000 other relevant keywords within the top 10.
Many of those keywords are going to be other ways of looking for the identical thing. for instance, if we plug the top-ranking page for ‘best golf club sets’ into Ahrefs’ Site Explorer and check the Organic Keywords report, we see that it also ranks for keywords like:
- The best set of golf clubs
- Best golf club sets 2021
- An excellent set of golf clubs
- Best complete golf sets
- Best golf set
Some keywords will represent subtopics that fall under the niche topics.
For example, that same pages also rank in the top 10 for:
- Men’s golf club sets images can rank in Google image search and send more traffic.
- Best budget golf clubs
- Best golf club brands
- Golf club set with bag
- Best amateur golf clubs,
Looking for subtopics among keywords of relevant top-ranking pages is superb thanks to finding things cover in your content.
Look at the pages manually :
Finding common subheadings and keywords is that the fastest thanks to getting some insight into what to hide. But you can’t learn everything that way. There’s no substitute for manually analyzing the pages to induce a more robust sense of the subject.
Look at SERP features
Beyond analyzing competing pages, there’s also something to be told by checking SERP features like featured snippets and ‘People also ask’ (PAA) boxes.
Even if you were to focus on this keyword with a blog post, that there’s a video ranking within the snippet tells us that searchers probably want visual aids. For that reason, it’d add up to incorporate videos or images showing the swing in your post.
3. Be unique
It’s vital to relinquish searchers what they need, but you furthermore might have to bring something unaccustomed to the table. Cannot try this, and your content is like everyone else’s. and no-one wants to link to a different ‘me too’ piece of content.
Everything we’ve covered up to now should have provided a winning framework for your content, but there should still be scope for a few creativity.
But while much of the information on our list isn’t unique, there are some that you just won’t find anywhere else. One is to embed videos in relevant posts to induce traffic from Google. If someone comes across our page, finds that tip useful, and decides they need to share it with others, they need no choice but to share or link to our page.
It’s a bit harder to try and do this with other content types, but it’s still possible.
For example, it’d seem near impossible to form a singular product or category page, but you’ll be able to always use things like:
- Better filters
- Better product photography
- Unique product descriptions
4. Be clear
No matter how well your content aligns with search intent or how thoroughly it’s, nobody will read it if it’s unclear.
Follow these simple tips to make clear content people will want to read:
- Use bullets to assist skimmers.
- Use descriptive subheadings (H2-H6) for hierarchy.
- Use images to interrupt up the text.
- Use simple words that everybody can understand.
- Use brief sentences and paragraphs to avoid “walls of text.”
- Use an oversized font to assist readers to avoid eye strain.
- Write as you speak to form things more entertaining and conversational.
It’s about making it as easy as possible for searchers to seek out what they’re trying to find. If you cover everything people want to understand on your page, but they can’t find it, they’re visiting hit the rear button in search of a page that’s clearer and easier to digest.
How to optimize your content
Creating the content that Google and searchers want to determine is that the hard part. Now you simply have to optimize the ‘technical’ stuff like meta tags and URLs. this can be the icing on the cake and helps make it doubly clear to Google and searchers that your page is that the best result.
Here’s a fast checklist.
1. Include your keyword within the title
Page titles usually get covered in an H1 tag. That’s probably why including your keyword within the title has been conventional SEO wisdom since forever.
Just know that it won’t always be to use the precise keyword in your title, but an in-depth variant. for instance, the most target keyword for this post is “SEO outsourcing,” but the title is “How to Outsource SEO (Simple Framework).”
It’s also important to stay your titles sounding natural, so use conjunctions and stop words where necessary.
2. Use short, descriptive URLs
Short and descriptive URLs help searchers to know what a page is about before clicking.
For example, observe these two URLs:
Both pages are about the identical thing, but that isn’t obvious from the URLs. Only the second URL tells you what the page is about, which makes for an arguably clearer and more clickable end in the SERPs.
3. Optimize your title tag
Having a noteworthy title tag is vital because it shows up within the search results.
The simplest thanks to creating one are to line it as your page or post title. this can be what we do for nearly all blog posts.
4. Write a remarkable meta description
Google often shows a page’s meta description because of the descriptive snippet within the SERP. Meta descriptions don’t seem to be a ranking factor, but they’re still important because an attractive description can result in more clicks and traffic. Use the following pointers to put in writing a remarkable description fast:
- Expand on your title tag. Include USPs you couldn’t slot in the title.
- Match search intent. Double down on what searchers are trying to find.
- Use the active. Address the searcher directly.
- Be concise. Keep it around 120 characters or fewer.
Include your keyword. Google holds words and phrases closely associated with the query.
Don’t spend an excessive amount of time writing meta descriptions as they’re relatively unimportant within the grand scheme of things.
5. Optimize your images
Images can rank in Google image search and send more traffic towards your website. Here’s a fast three-step checklist for optimizing your images.
a) Name images appropriately
Google says that filenames give them clues about the image’s subject, so dog.jpg is best than IMG_869095.jpg.
Unfortunately, most cameras and smartphones use generic names for photos and pictures. and then do computers. If you’re taking screenshots for a blog post, they’ll usually be named something like Screenshot.. 2021-02-19.png.
For that reason, rename them. Here’s how:
- Be descriptive. Black-puppy.jpg > puppy.jpg
- Be succinct. Black-puppy.jpg > my-super-cute-black-puppy-named-Jeff.jpg
- Don’t stuff keywords. black-puppy.jpg > black-puppy-dog-pup-pooch.jpg
Use dashes between words. Black-puppy.jpg > black_puppy.jpg (this is Google’s official recommendation)
b) Use descriptive alt text
Alt text (alternative text) is an HTML attribute used on tags to explain the image. It’s not visible on the page itself and appears something like this:
The primary purpose of alt text is to boost accessibility for visitors who use screen readers. These convert page content, including images, to audio. Browsers also show alt text in situ of images if the image cannot load.
When creating the alt text, Google says to ‘focus on creating useful, information-rich content that uses keywords appropriately and is within the page’s content.’ But they also inform ‘avoid filling alt attributes with keywords (keyword stuffing) because it ends up in a negative user experience.’
With that in mind, here’s our greatest advice for creating alt text:
- Be descriptive. Use relevant keywords where appropriate.
- Be concise. Keep it short to avoid annoying users with screen readers.
- Be accurate. Describe what’s actually within the image.
- Avoid keyword stuffing. It can cause your website to be seen as spam.
Avoid stating that it’s a picture. Don’t include “Picture of.” or “Image of in meta descriptions.
c) Compress images
Compressing images makes file sizes smaller, resulting in faster load times. That’s important because page speed may be a ranking factor on desktop and mobile.
Plenty of tools exist for compressing images, but ShortPixel is one we like. it’s an online interface where you’ll compress up to 50 images at a time at no cost and a WordPress plugin that compresses images once you upload them.
5. Add internal and external links
Linking to relevant internal and external resources helps Web visitors navigate your website and find more relevant information. linking to other websites is bad for SEO.
This is a myth. There is no evidence to suggest that linking to other websites will hurt your SEO factors.
Advanced on-page optimizations
Everything we’ve covered up to now is enough to optimize pages well, but there is other stuff you can do. So if you’re already ranking well and need to push things higher or simply want to travel to town along with your on-page SEO, here are some ‘advanced’ optimizations.
1. Optimize for featured snippets
Featured snippets are a sort of SERP feature that often shows near the highest of the search results. They answer the searcher’s question with a quick excerpt pulled from one in every one of the top-ranking pages.
Because the snippet’s answer comes from a page within the search results, it’s possible to effectively shortcut your thanks to the highest position by ‘winning’ the snippet.
Doing this is often easier said than done, but the essential process is:
- Be within the top 10. Google usually pulls the snippet from one among these pages.
- Make sure Google already shows a featured snippet. You’ll use this to grasp a way to ‘answer’ the query.
- Provide the solution on your page. Google can’t pull from your web page if it’s not there.
- Use the correct format. Paragraph, list, or table. what do Google and searchers expect to see on the Web?
2. Embed link magnets
Links remain a vital Google ranking factor. And while link building is off-page SEO, not on-page SEO, you’ll entice more links by including linkable snippets on your page.
How does one know what a linkable snippet is?
3. Get rich snippets with schema markup
Rich snippets are search results(SERPs) with additional information below the meta title, meta description, and URL.
Google pulls this information from a kind of structured data on the page called schema markup. Here, the pages are employing a specific style of schema markup called recipe markup.
Here are some other sorts of schema markup which will cause rich snippets:
- How-to markup
- Product markup
- Review markup
- Software markup
- FAQ markup
Although rich snippets aren’t a ranking factor, many believe that rich snippets can entice more clicks—at least for a few pages.
If you utilize WordPress, you’ll add schema markup to posts and pages with popular plugins like Yoast or Rank Math. Just know that few contents are eligible for search enhancements like rich snippets.
4. Improve topical relevance
Google seems a page more relevant for the search query when it ‘contains other relevant content besides the keyword.’ for instance, if your page is about dogs, listing breeds would probably make a more relevant result when someone searches ‘dogs.’
If you followed the recommendation in chapter two, your content should already include many relevant words, phrases, and ideas. It’ll happen naturally as you write.
However, it’s very easy to miss things, especially with complex topics.
Use the ‘Also talk about’ report
The ‘Also talk about’ report in Keywords Explorer shows keywords and phrases frequently mentioned by the highest 100 ranking pages. Just infix your target keyword to determine what the top-ranking pages discuss at a look. for instance, if we check the report for ‘how to brew beer,’ we see many keywords regarding ingredients and equipment like:
- malted barley
- malt extract
- wort chiller
- mash tun
Just know that you just should use sense when doing this. That a word or phrase appears within the ‘also discuss’ report doesn’t mean that you simply should talk about it in your content. Use the report back to uncover relevant things that you simply missed.
Run a TF-IDF analysis
TF-IDF stands for Term Frequency-Inverse Document Frequency. It’s a statistical measure that aims to gauge the relative importance of a word during a document. It does this by comparing how often the word occurs therein document compared to a bunch of others.
By running a TF-IDF analysis between yours and other relevant top-ranking pages, you’ll be able to sometimes uncover concepts covered by competing pages you missed.
On-page SEO free tools
Add titles, meta descriptions, OG tags, and structured data to posts and webpages.
Ahrefs Webmaster Tools (Free)
Find missing issues with title tags, meta descriptions, alt text, and OG tags across your website.
Compress and optimize all images.
Create many types of structured data in Google’s recommended JSON-LD format and give suggestions.
Rich Results Test (Free)
Check the structured data on your page to see if it’s eligible for rich snippets in the SERPs and give suggestions.
Let’s wrap this up
Follow the advice above, and your pages will probably be better-optimized than the competition. Just remember that satisfying search intent is the most critical part. While the ‘technical’ things are also very important.
Now let’s move on to the next piece of the SEO puzzle link building.