A successful SEO campaign involves numerous moving parts. It can get tricky to manage it all between competitive analysis, keeping up with Google Trends, and monitoring your site’s performance. Your on-page optimization can help you build a solid foundation for an SEO project. Use these tips and a good on page SEO tool to guide you to your optimization goals.
Keyword research is one of the most integral parts of digital marketing. Without proper keyword research, you won’t connect with your target audience to the fullest extent. There are roughly 3.77 billion people who use the internet today. This broad usage generates an unimaginable amount of data that is ripe for picking and dissecting. This data can be used to pull keywords that will boost organic traffic and enhance your website’s visibility on the search engine results page (SERP) when used effectively.
So how do you use keywords effectively, particularly when it comes to on-page SEO? In short, the keywords on your page are the most basic signal to Google and other search engines. When a searcher looks up “taking care of cats” and you’ve got that phrase or some variation of it scattered throughout your URLs repeatedly, it is a safe bet for search engines to assume you have what the searcher is looking for. However, keyword implementation is a bit more complex than that.
Overall, search engines are looking for the most relevant results to the query. So, in the scenario that a searcher looks up “taking care of cats,” your website that mentions “taking care of cats” and “how to care for a cat” may be ranked highly. Nevertheless, a website that also has “caring for an old cat,” “how to care for newborn cats,” and other specifics may have your website beat in terms of relevancy. It is crucial to optimize your on-page keywords in a manner that is both broadly applicable and specific.
Google and other search engines typically show a webpage’s meta description as the descriptive snippet visible below the title on the SERP. While meta descriptions are not necessarily a primary ranking factor, they still play a significant role in your click rate and organic search traffic. For instance, if you are about to click on a title on the SERP that seems relevant, but the meta description is seemingly off-topic, you may scroll by for a better option. Don’t lose valuable clicks because your meta descriptions are dragging you down. A few guidelines to follow when crafting the perfect meta description are as follows:
- Use the active voice in your writing rather than the passive voice.
- Expand on what the title tag has already informed the searcher of.
- Utilize the keywords.
Meta descriptions should not eat up too much of your time. They should be concise and to the point. The rest of your meaty content will be just a click away, so don’t overdo it.
Filenames like those associated with images on your page can give Google’s site crawl bots hints regarding relevancy. Often, image filenames are vague and useless. Renaming these files into something more specific and relevant can boost your on-page content on the SERP. For example, instead of using an image titled “Screenshot 37 2021-18-08,” you could rename it to “Flowchart-SEO-campaign.” You may have noticed the spaces have been replaced with dashes. According to Google, this is the best way to optimize your image filenames for ultimate visibility.
These guidelines are extremely helpful for enhancing your on-page SEO. However, there are a few tools that can make this process even simpler. Most notably, Linkgraph’s SEO content assistant. This nifty tool can suggest focus terms, evaluate your on-page elements, and give specialized insight regarding your competitors, keyword frequency, and more.