As on-page SEO is all action called search engine optimization that can be made on a website. Unlike offpage SEO , onpage optimization offers more versatile ways to improve the ranking of a website.
In search engine optimization, a distinction is basically made between two major task areas: Onpage and Offpage. While onpage factors such as title or keywords can be directly influenced, offpage factors such as backlinks are much more difficult to optimize. Accordingly, at the beginning of SEO, the measures on your own side should always be tackled. It should focus on high quality content, this not only has a direct impact on the ranking, but also provides for links to your own page – an off page ranking factor.
Onpage SEO in 2017
The weighting of individual ranking factors is constantly changing thanks to ongoing Google Updates . Thus, the internal linking has gained in importance, while the weighting of backlinks slightly decreases. The optimization of the own page serves less the manipulation of the crawlers today , rather many of the measures try to make Googlebot understand the page. The algorithms of search engines , especially Google, are getting better at analyzing the content of a page independently. Usability and search engine optimization go hand in hand today.
The most important onpage SEO factors
In addition to the classic on-page factors, the focus today is additionally on topics such as user-friendliness or loading time. Mobile devices are changing the requirements for website optimization, and new tasks are being added accordingly. Below are the main areas of onpage SEO.
The title or title tag is one of the most important onpage SEO factors. The title placed in the source code in the head area is displayed in the search results ( SERPs ) as the first part of the snippet and also in various other places (browser title bar, social media entries, …). It ideally contains the main keyword of the page and gives the user a first impression of the content of the website.
The description is also displayed in the SERPs, it goes closer to the content of the page. In the meantime no more direct ranking factor plays, nevertheless an important role with the optimization of a side. A successful description can make a significant contribution to improving the click through rate ( CTR ) of a page. This factor is used by Google & Co to assess the relevance of a website.
The corresponding keyword to be placed in the right places is one of the on-page basis . The previously common keyword density (keyword density) is hardly noticed anymore, modern methods like WDF * IDF offer an alternative. The main keyword is built in, among other things, the URL, the H1, if possible in the first sentence of the content or in the alt tag of pictures.
Headings in the SEO text , also called headlines, are optimized especially for the user. The most important headline is H1, which should contain the main keyword and render the page content as understandable as possible.
The URL or web address of a page can also be optimized. Basically, static URLs should be used. As a word separator “-” (minus) is used, the keyword should be inserted in the address close to the domain. As short as possible URLs with a clear structure and readable content improve usability and are preferred by Google.
For links of a website, which refer to own subpages, one speaks of internal linking. These links not only inherit Linkjuice (Linkpower) but also help the user navigate. Wikipedia is often referred to as a best practice example, where users are interested in moving from one article to the next via linked keywords.
Sometimes falsely referred to as counterproductive, links to external sites help Google not only in terms of the thematic classification of a website. You also increase the trust of a site as long as the linked site is reputable.
Google measures the page speed of a page and derives it from any impact on the user experience. So pages with a load time of 4 seconds are rejected by most users. Accordingly, fast loading page will be rewarded. Various measures such as image size optimization, CDNs or browser caching can improve the load time. To rate pagespeed, Google offers its own tool, PageSpeed Insights .
XML sitemap and robots.txt
Providing an XML sitemap or a robots.txt helps Google to handle its own page. The sitemap provides the crawlers with a kind of map of all existing pages and can help guide the bot to pages that would otherwise not be indexed . In turn, robots.txt denies Googlebot access to certain pages.
Pictures and file names
Images SEO or optimized file names are often underrated areas of onpage SEO. Optimized images with a registered ALT tag can have a positive effect on the ranking of the page, eg in Google Image Search. For all files, it basically applies that the file name should also be adjusted.
If content can be reached via several URLs, this is called duplicate content . Causes for example by uppercase and lowercase spelling in the URL or missing trailing slashes Duplicate Content of Google in the worst case as a fraud attempt – it threatens a penalty .
In the meta tags can be defined instructions for bots, special tags for Google are possible. Thus, the meta-tag robots can prevent the indexing of a page, or the offered Google translation in the SERPs be prevented.
The Importance of Content for Onpage SEO
Search engines like Google are constantly changing the weighting of individual ranking factors. Likewise, updates in the Google algorithm keep changing the rules of the game for optimization. For Google and meanwhile also for most SEO specialists the miracle weapon is called therefore content. What is meant are contents which inspire users and ideally are unique. The optimization is not inconsistent with good content. Pages with good usability (internal linking), multimedia content and images, and optimized factors such as good headline structure are classic win-win.
Many of the basics in onpage SEO have not changed despite various Google updates. Some have lost weight (keywords), others are becoming increasingly important (internal linking). Topic-relevant content, optimized and tailored to the needs of users, will be the focus of search engine optimization on their own website.