What is On-Page (or On-Site) SEO?
Search engine optimisation (“SEO”) can be split into on-page and off-page SEO. On-page SEO optimises anything on or within a web page and includes technical SEO and SEO content writing. It also includes the optimisation of the following:
This includes the HTML formatted headings (e.g. H1s, H2s etc.), the title tag, meta description and URL. We focus on the meta-information when we carry out work such as click-through rate optimisation. This is where we make the organic listings in search more visually appealing.
Alt Tags allow the addition of alternative attributes (also called alt text). They allow full website accessibility as they provide a description of an image to a user who may not be able to visually understand an image. These attributes are also essential to Google and other search engines as they are currently unable to understand an image without this additional text.
Schema, an aspect of technical SEO, is a coding language collaboratively created by multiple search engines, including Google, Microsoft, Yandex and Yahoo. It helps the search engine better understand page content and can convey large benefits to search click-through rates when certain markup types are used. You can read more about Schema in our detailed blog, “What is Schema mark up?” if you want to find out more.
Websites are not flat two-dimensional spaces and, between pages, there are internal links or hyperlinks. These are very important for SEO because a search engine will navigate a website using these links. It’s vital to have relevant internal links between pages and well-structured website architecture to make sure search engines crawl all relevant pages of your site. Website structure must be considered at the build stage, based on a logical and well-optimised structure from an internal linking point of view.
These links are also valuable for the user and can enhance the user experience when a relevant page is linked from the content. For example, in the above paragraph, we linked to a detailed blog about Schema so the readers who want to know more can directly and instantly find additional information. We also use external links to point to other websites if that will add value to the website visitors’ on-page experience.
These are just a few of the elements we look at with on-page optimisation. Our optimisation work is designed to enhance the user’s experience and how a search engine experiences the website.
Why is On-Page SEO Important?
On-site aspects include everything that a website visitor (user) sees, from when they first view the link to your site on a search engine to when they browse your website. The copy and meta-information must match up with the intent behind the organic search term initially used.
The user journey must also be streamlined and audited when the user is on the website. This is where effective metadata optimisation and a logical site structure become vital. Page loading speed and mobile usability are also crucial for a positive user experience.
Without this positive experience, you can lose engagement, leads and product sales. Additionally, search engines like Google measure the engagement a page receives based on the factors described above. They influence the position at which a page appears in search engine results pages (SERPs).
Indexability & Crawlability
A website visitor generally sees a webpage as text and images, whereas Google and other search engines have to decipher meaning and intent from the code within a webpage. Factors that affect user experience also impact how search engines index your page. For example, optimising your page for speed improves the user experience and maximises crawl rate and budget (the number of pages a search engine bot can crawl in a given amount of time).
An issue stopping your webpage from being indexed would severely impact organic performance. At SQ Digital, we know how to perform comprehensive on-page SEO audits to identify problems and resolve them quickly and effectively. We offer a free and informative website audit for anyone who wishes to check their website’s on-site SEO status.
Why Do You Need On-Site SEO Services as Part of an Effective SEO Strategy?
If your current online marketing strategy doesn’t include SEO or any of its on-page elements, a comprehensive SEO strategy would greatly benefit your business. At SQ Digital, we use sophisticated SEO techniques to ensure that your content is optimised to the highest standard.