Beginner’s Guide to On-Page SEO: Best Practices to Help Boost Your Site's Visibility

SEO can seem like a labyrinth of technical terms and algorithms, but on-page SEO is one area where you have the reins. It’s all about tweaking and fine-tuning the content on your website to make it irresistible to both users and search engines. This process involves optimizing several different aspects of your pages. Here’s how to do it right.

Title Tag: The Crown Jewel of Your Page

Think of your title tag as the front cover of a book – it's the first thing people see and sets the tone for what’s inside.

Just as a compelling book cover attracts readers and gives them a glimpse of the story, your title tag serves as the first impression for your webpage in search engine results. A well-crafted title tag not only grabs attention, but also signals to search engines what your page is about, helping it stand out among countless other "books" on the "shelf" of Google.

Here are some tips to help you create an effective title tag.

• Ensure it is unique for each page and includes your main keyword. This approach helps search engines understand the relevance of your content to specific search queries.
• Don’t settle for boring, bland title tags. Your title tag should be enticing enough to encourage users to click on your link instead of others.
• Aim for a length of 50-60 characters to ensure the entire title is visible. Overly long titles may get cut off, potentially reducing their impact and clarity.

For example, instead of a generic title like “Home Page,” opt for something more descriptive and keyword-rich, such as “On-Page SEO Best Practices | Improve Your Website’s Ranking.” This title tag includes the primary keyword while providing additional context that can attract clicks.

To get a sneak peek of how your title and meta description will appear in search engine results, utilize tools like ToTheWeb's SERP Preview tool. This handy resource allows you to visualize and adjust your title tags and meta descriptions to ensure they look just right, maximizing their effectiveness before your page goes live.

Meta Description: Your Elevator Pitch

The meta description is your chance to entice readers with a brief, irresistible summary of your page. There’s no hard limit on length, but search engines may chop off a description that is too long.

Aim for around 150-160 characters, and keep in mind that Google might create its own meta description if yours doesn’t quite hit the mark. Think of it as a backup plan – yours is there, but Google will choose what’s most relevant to the search query.

It is important to note that Google continues its claim that the meta description is not a ranking signal. Despite this, meta descriptions are still important as they serve as an excerpts that provide searchers with context that help them see if your page will solve their query.

H1: The Main Event

Every page shall have one H1 – no more, no less. One shall be the number thou shalt add to the page, and the number of the H1s shall be one. Two shalt thou not add, neither shalt thou add none, excepting that thou then proceed to add one after a brief introduction. Three is right out!

All Monty Python humour aside, the H1 is the star of the show and should include your primary keyword to help search engines and readers quickly grasp the focus of your page.

While some folks simply repeat the title tag here, adding a touch of creativity can make your H1 stand out and better engage your audience. Think of your H1 as the headline that draws readers in – it should be compelling and informative, giving a clear indication of what the page is about without being overly repetitive.

By incorporating your main keyword naturally, you not only enhance SEO, but also ensure that the H1 resonates with the content that follows. It’s like adding a twist to your favorite recipe – the essential ingredients remain, but a unique touch makes it memorable and enjoyable

Why a Single H1 Matters

Maintaining exactly one H1 per page establishes a clear hierarchy and structure, which is crucial for both search engines and users. Search engines use the H1 to understand the primary topic of the page, aiding in accurate indexing and ranking.

For users, a well-crafted H1 provides immediate insight into the page’s content, improving their overall experience and encouraging further engagement. Avoiding multiple H1s prevents confusion and ensures that the main focus remains clear and undiluted.

Header Structure: The Hierarchy that Guides

Think of your header structure as a detailed roadmap for both users and search crawlers navigating your webpage. A well-organized hierarchy of headers enhances readability and plays a crucial role in SEO by signaling the importance and relationship of different sections of your content.

Establishing a Clear Hierarchy

Start with your H1 as we discussed above. Underneath the H1, use H2 headers to break down the content into major subtopics. These H2s serve as the primary sections that support the main theme. Continuing with the SEO example, your H2s could include “Title Tags,” “Meta Descriptions,” “URL Structure,” and “Internal Linking.” Each H2 should address a distinct aspect of the main topic, making the content easier to scan and digest.

Diving Deeper with Subheaders

When a subtopic under an H2 requires further elaboration, introduce H3 headers to delve into finer details. For instance, an H2 for “Internal Linking” might have H3s such as “Anchor Text Best Practices” and “Link Placement Strategies.” This hierarchical approach continues with H4, H5, and H6 as needed, though H3s sufficiently cover additional layers of detail in most cases.

Maintaining Logical Flow

Ensuring a logical progression from one header level to the next is essential. Avoid skipping header levels – for example, jumping from H1 directly to H3 can disrupt the content’s flow and confuse both readers and search engines. Each subsequent header should follow the hierarchy, maintaining consistency and clarity throughout the page.

Internal Linking: Weaving a Web of Content

The key to internal linking is finding the right balance. You want to connect related content to guide users naturally, not bombard them with links.

There isn’t a strict rule on the number of internal links per page, but let your content flow naturally. Google once suggested keeping links below 150, but that’s outdated advice. Instead, focus on relevance and use anchor text that adds context rather than generic phrases like “Click Here.”

Remember, linking is more of an art than a science. You’re aiming to enhance, not overwhelm. Internal linking is truly a complex and nuanced subject. Factors like site architecture, user behavior, and content strategy all play a role in determining the most effective linking structure.

Additionally, the optimal approach can vary depending on the size and scope of your website. Start by making relevant internal links with context-driven anchor text, and then you can delve deeper into advanced strategies, tools, and techniques for internal linking.

Image Optimization: Picture-Perfect Performance

Images add life to your content, but they need to be handled with care. Aim for images no larger than 1920px wide and 1080px high and under 250KB in size to keep your page loading quickly. Formats like JPG, PNG, WEBP, and AVIF are your go-tos, though keep in mind that some older browsers (like Internet Explorer) don’t support the newer formats. Tools like Cloud Convert make resizing and compressing a breeze.

Don’t Forget Alt Attributes

Alt attributes might not always steal the spotlight, but they play a vital role in accessibility and SEO. These components provide search engines with context about your images, making your content more discoverable.

When writing alt text, aim for a clear, descriptive explanation of the image. If it’s purely decorative and doesn’t add meaning, you can skip it – for everything else, a thoughtful alt attribute is a must. The next time you are adding an image to your website, make sure you add this to save you a big headache later down the line!

URL Structure: Keep it Clean and Clear

A well-structured URL does wonders for both SEO and user experience. An ideal URL is:

• Simple
• Descriptive
• Relevant to the content

Use hyphens to separate words – search engines read these as spaces. Avoid adding unnecessary parameters or session IDs that confuse search engines and users alike. A clean URL isn’t just about SEO – it makes your links easier to share and understand.

Say the Magic Words: Keyword Optimization

Keywords are what connect your content to search queries. Start by researching keywords with good search volume and manageable competition using tools like Google Keyword Planner, Ahrefs, or SEMrush. Once you’ve found your target keywords, keep these best practices in mind.

• Weave keywords into your content naturally – don’t force them for the sake of optimization.
• Place the primary keyword in your title, the first 100 words, headings, and subheadings.
• Sprinkle in variations of your keywords and relevant synonyms to maintain a natural flow.
• Aim for a keyword density of 1-2% for balance.

Of course, this process sounds simpler on paper. The explanation written above is the canned answer that anyone in SEO will give when asked about keyword optimization. It’s great advice, but misses a lot of context and experience as well.

Even with generative AI making keyword research simpler, it still can’t think for you (at least not yet). Still, the approach above is a great place to start until you’re ready for a deeper analysis of the keyword optimization process.

Readability and Content Formatting: Make It Easy on the Eyes

Nothing sends visitors running faster than a giant wall of text. Everything you write should be easy to read, whether people hang on to every word or prefer to skim through your content. Use the following tips to turn sizable sections into cleaner clusters of characters.

• Break up your content into short, easy-to-read paragraphs and use headings to guide your readers.
• Use bullet points and other organized lists to make key points stand out amidst paragraphs.
• Use bold or italics sparingly to emphasize important information.
• Keep your formatting consistent, with plenty of white space to avoid visual clutter.
• Make sure your fonts are easy to read across all devices, especially mobile.
• Add relevant images, infographics, or videos to further engage readers and enrich your content.

Don’t forget to proofread – typos and grammar errors can undermine your credibility. A well-edited article not only reads better, but also keeps your reputation intact.

Embrace On-Page SEO for Future Success

Think of your SEO efforts as fine-tuning an instrument. When every part is in harmony, the result is a site that resonates with users and search engines alike. Applying these on-page SEO best practices, allows you to create a cohesive, effective strategy that ties compelling title tags, structured headers, and other elements together

Start making those adjustments today, and watch as your rankings rise and your audience grows! Need some help with on-page SEO and other digital marketing challenges? Reach out today to talk to our team about how we can provide practical solutions that drive long-term success.