Complete On Page SEO Guide 2019
Leave behind your competitors and outrank them with this complete On Page SEO guide 2019. Nowadays making the presence of the brand on the web is a necessity. But how will you ensure whether your presence is bringing results that worth for your business? This complete guide will help you in getting quick solutions to gain visibility on the top for right search queries at the right time in an organic manner.
What Is On Page SEO?
According to Moz–
“On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals.”
In other words, On-page SEO refers to the process wherein we try to optimize the web pages by making some improvements within the website.
Let’s discuss the best practices of optimizing website through On-Page SEO.
A Step-By-Step Guide Of On-Page SEO
Presenting the Key On Page SEO Factors that help improve your Search Engine Rank organically. We have divided this guide into 3 categories for your convenience. Have a look and be the master of On Page SEO.
This section simply means that whether your web pages are crawlable or not.
In order to rank pages in Google Search Engine Result Pages, it is necessary to allow Google bots, sometimes also known as crawlers, to crawl the web page.
When they crawl your web pages, they index each element of that particular web page within their database.
And, when someone searches a particular keyword in the search bar of the search engine, Google presents that indexed data to their users.
That’s why crawling is crucial to rank the website on the top. Here, the robots.txt file and “NoIndex” tags are the two important factors to be considered to check the bots accessibility. You have to ensure that Google bots are not blocked.
For your easiness, I would like to tell you about Google’s tool that can help you in checking crawlability of Google bots; And that is Google’s Webmaster Tool. It is also known as Google’s Search Console.
Google search console provides you with an URL Inspection tool along with the index coverage report through which you can check the status of web pages with regards to crawlability.
☑ URL Inspection
Through the URL Inspection, you can get information about Google’s indexed version of a specific page.
It provides you with the Information consisting of AMP errors, structured data errors, and indexing issues.
How Does It Help?
- You can retrieve complete information about Google’s indexed version of your page by entering the URL of any web page of your site.
- It allows you to get information about a page of your site is able to be indexed or not.
- You can request Google to crawl the specific URL of your web page if it is not indexed yet.
- Apart from that, you can also check how Google bots are seeing your web page. To do this, first, take a live test of URL and then view tested page. After that, navigate to the screenshot tab where you can see how it sees your web page.
☑ Index Coverage Status Report
This report helps you analyzing which of your pages have been indexed.
Furthermore, if there are some pages that could not be indexed yet, it will show you how to fix those pages.
Each page, basically, can have the following status-
- Error: It says that the page has not been indexed.
- Warning: It says that the page is indexed but has an issue that you can’t ignore.
- Excluded: It means that the page is still not included in the index for some reasons.
- Valid: It says that the page was indexed successfully.
☑ Meta robots tag
Meta robots tag help search engines to understand which web page or link they have to follow or which they have not to follow. It gives you the power to control the crawling of Google bots.
They provide search engines with information about the sites. Generally, meta tags are added within the HTML page of the site to the <head> section.
Some of the meta tags that Google understand when used in robot meta directives are-
- Noindex- Tell google’s bot not to index a particular web page.
- Index- It is by default added on to the web page and allows bots to index the web page.
- Follow- It allows bots to crawl the links even if the page is not indexed.
- Nofollow- It doesn’t allow bots to pass the link juice.
- noimageindex- Restricts the bots to index images on the web page.
- None- Tells the bots to follow noindex and nofollow tags both.
- Noarchive- Restricts the bots to show a cached link of a web page on a SERP.
- Nosnippet- Restricts bots to show a meta description of a web page on a SERP.
☑ URL Must Be Included In The Sitemap
Ensure your URL is included in the sitemap to allow Search Engine bots crawl and index website properly. Sitemaps make it easier for Google to find your web page for the relevant search query. Let’s understand it in more detail-
What Is Sitemap?
A sitemap is a file on your site where you provide complete details regarding the pages, videos, and other files. It allows bots to understand this file properly so that it can crawl your site without leaving any important information.
A sitemap tells the crawler-
- which files on your site are important and must be crawled.
- when the page was last updated.
- how often the page is changed, etc.
How To Build A Sitemap?
If you are using a WordPress site, then there are many plugins available to create sitemaps for your site. For example, Yoast SEO, All In One Sitemap Generator, etc.
I’m gonna discuss how to build sitemap through Yoast plugin.
- First of all, install and activate Yoast plugin on your WordPress site.
- It will get added to the left-hand navigation menu.
- You need to enable advanced settings located under the “features tab”.
- After enabling the XML sitemap feature, you can see the XML sitemap by clicking on the provided link there.
How To Submit A Sitemap?
Using the search console, you can easily submit your sitemap. Let’s get into detail how to submit a sitemap using the search console-
- To submit a sitemap, you need to first login to your search console account.
- Under the “Index tab” click on the “sitemap” option.
- There, you’ll find an option of “Add a new sitemap”.
- Just enter the sitemap URL and hit on “submit” button.
Formats Of Sitemap
According to Google Support Team,
“All formats limit a single sitemap to 50MB (uncompressed) and 50,000 URLs. If you have a larger file or more URLs, you will have to break your list into multiple sitemaps. You can optionally create a sitemap index file (a file that points to a list of sitemaps) and submit that single index file to Google. You can submit multiple sitemaps and/or sitemap index files to Google.”
- XML Sitemap- It includes the location of a single URL. If you want to know more about XML sitemaps, visit https://www.sitemaps.org/protocol.html
- RSS, mRSS, and Atom1.0- To submit the feed’s URL as a sitemap
Text- To provide a simple text file that contains one URL per line.
How To Add Sitemap In Search Console?
- To add a sitemap, you have to enter the sitemap URL first in the “Add a new sitemap” section located under the index tab.
- After that, hit the submit button.
This report shows the data of which sitemaps were processed for a particular website, is there any processing error etc.
To see the report, open the sitemaps located under the index tab. You can see all the reports of submitted sitemaps from here.
☑ Schema Markup
Schema markup is the structured content that helps Google to understand the content of a web page. It not only helps understand the content but helps enable special search result features and enhancements.
For example, a recipe page with schema markup is eligible to appear in a more effective way with images and other valuable information.
I’ll recommend you to go through Structured Data General Guidelines to have a better understanding of technical and quality guidelines.
How To Add Schema Markup?
You can use Yoast SEO plugin to add schema markup to your WordPress site.
Through Yoast SEO, you can add these four types of Schema Markup on your site:
- Basic organization data
- Social profiles
- Homepage for search
On the other hand, Schema Pro Plugin helps you adding more than that as a Schema Markup.
It provides you with a simple and best interface to add markups like articles, recipes, courses, events, books, products, reviews, service, person, job-posting, software applications, and video objects.
☑ Internal Links
Including internal links strategically with anchor texts is the best On-Page SEO practice.
Try to include relevant keywords in your anchor text. Let’s discuss it in more detail.
What Are Internal links?
The internal links are the links that connect one page of your website with another on the same website.
These links help in navigating throughout the website by defining the architecture and hierarchy of the website.
Moreover, the better and quality the internal linking structure, the higher the page authority on Google SERPs.
Use Anchor Texts For Internal Links
When it comes to providing internal links within the site, it is better to use anchor texts consisting of relevant keywords.
The natural anchor text simply means that use of texts that truly matches the context of the content.
Neil Patel says that internal linking should follow a user-focused approach to improve the user-engagement on your site.
Using natural anchor texts that appears as an informative link compels site visitors to click on that link.
☑ HTTPS – SSL
The “S” in HTTPS (i.e., Hypertexts Transport Protocol Security) denotes that the website is having an SSL certificate and is secure.
When the SSL certificate is installed on the website, it, then, activates the padlock allowing secure connections web server to a browser.
A site having SSL certificate gets a higher ranking in search results than those who don’t have.
2. User experience
User experience implies one important fact that what is good for the site users is actually good for the search engines too.
Improving the user experience of your website, you can increase the rankings of your search engines driving more traffic to the site and thereby, boosting conversions.
There are certain factors that impact the user experience in many ways. Let’s discuss these factors one-by-one.
☑ Easy navigation and site structure
Whoever is visiting your website, you must have to ensure that he is having a good experience on your site while navigating the web pages.
A good site structure and easy navigation enhance the user experience. They also help your brand to appear better in search results with proper site links.
Some important points that you can’t afford to ignore-
- Make sure the mobile site navigation is easy to use for your site visitors.
- Add a search bar on your site so that people can find their needs easily.
- Streamline the navigation bar of your website.
- Categorize your site content in main menus and sub-menus.
- Show navigation where people often expect to find like the header navigation bar, footer or sidebar.
- Provide a clear call to action button.
☑ Page Speed
The rate at which a web page loads on the device of users is the speed of that particular web page.
In other words, you may say it as Page load time.
A slow site creates frustration among site visitors. So, make sure your website is taking less time to load that results in providing a great experience to the users.
How To Analyze Page Load Time?
PageSpeed Insights is the best tool using which you can analyze page load time of your website accurately.
It provides details about the web page performance on both devices— mobile and desktop.
Apart from that, this tool recommends valuable suggestions through which you can improve the page speed by removing flaws from it.
Page Speed Insights provides two types of data-
a.) Lab Data- It helps you in debugging performance issues from that particular web page.
b.) Field Data- On the other hand, the field data helps to identify and to improve the real-world user experience.
In the report, you’ll see the performance score that lets you know how much improvement is still required. It categorizes the performance score in three categories-
- (0-49) Slow Web Page Performance
- (50-89) Average Web Page Performance
- (90-100) Fast Web Page Performance
SEO Best Practices to increase Page Speed
- Compress the image sizes.
- Prefer to use the right image formats like PNG for graphics, JPG for photographs.
- Improve the time of Server Response.
☑ Mobile Responsiveness
The latest Google Algorithms gives due consideration to those websites which are responsive for mobiles so that its users can easily access the desired information.
What Does Mobile Responsiveness Mean?
Mobile responsiveness refers to the attribute of a website that ensures your site visitors are having the best user experience on your website while visiting through their mobile devices.
Mobile optimization includes the process of optimizing the site design and structure along with the page speed that is responsive enough to open on mobile.
How To Increase Mobile Responsiveness?
Use the search console to find the issues regarding the mobile usability of your site.
You can find this report under the enhancement tab in the left navigation menu.
This report will help you in identifying the issues on your site so that you can take corrective measures to make your site mobile friendly.
Apart from that, try to include the call to action buttons that are clearly visible from mobile devices.
Using AMP (i.e., accelerated mobile page markup) along with responsive web design is of great help for your site SEO.
☑ Clear CTA
Provide your site visitors a clear call-to-action button.
Make sure it is visible properly to them. A clear Call-To-Action button prompts site visitors to take the necessary action on the specific web page.
Consider the below example. As you can see a clear call to action button shows what should you do next. Whether you want to see men’s collection or women’s?
Some common examples of call to action buttons are the submit button, share On Social Platforms, know More, click here, shop now etc.
3. Content and value
To make a page worthy for the high ranking position in search results, it is important to focus on quality content. It must be like that can grab the attention as well as interest of audience. A site visitor is clicking on your site leaving other websites on the search engine, just because he is expecting the best content from your site.
So, create content not just to sell, rather create content to provide value for users. Here, you have to keep in mind two important points-
- Content must be such that generates value for the site visitors.
- Content must be such that readers want to link it.
Let’s understand in detail the different aspects in content that you must focus on while optimizing your site for the higher ranking in search results.
☑ Keyword Research and Categorization
When we are talking about on-page SEO, how can we leave the topic of keyword optimization?
Keyword optimization refers to the process of researching, analyzing and selecting the right and target keywords to get qualified traffic to the website.
As you are creating an online presence for your brand, you have to analyze what keywords your target customers are using to find a business like yours.
Then only you can drive the right kind of traffic on your site that leads to an increase in ROI. Include keywords logically in your web pages after thorough research in your niche.
But, don’t over optimize your web pages with keywords.
How To Find The Right Keywords?
There are various tools that you can use to identify and analyze the right keywords for your business. Let’s understand some best keyword research tools one by one-
a.) Google Keyword Planner
Google Keyword Planner helps you in targeting the right keywords that can get your brand in front of the right customers.
You can discover new keywords that relate to your business.
If you want to get an estimate of how those searches have changed over time, Google Planner is here to help you out.
If you want to target long tail keywords that have low SEO difficulty, use KWFinder.
It helps you in finding the right keywords for which you can rank and are profitable for your business.
Moreover, to identify the SEO potential of keywords, it also provides you with an exact search volume of close variant keywords.
As you can see in the below image, it provides you with the information related to trends, search, CPC, PPC, keyword difficulty, DA, PA, and many more. Use this tool and find the best and profitable keywords for your brand.
c.) Uber Suggest
Uber Suggest is a free keyword research tool that provides you with valuable suggestions related to the right keywords for your business.
Apart from keyword suggestions, you can get to know about the keyword difficulty, SERP analysis, and competitive intelligence. Isn’t it amazing? Of course, it is.
d.) Google Trends
Google trends is the best tool ever to find the interest level of that particular keyword for a particular region.
It lets you explore the keywords what the world is searching. Just enter a search term in the given search bar and analyze the latest trends of keywords.
If you are looking for the keywords for your SEO and PPC campaigns, try SEMrush’s keyword research tool.
Apart from SEO and PPC campaigns, you can get ideas of phrase-match, related, and long-tail keywords for your brand.
Moz has also provided the best keyword research tool to discover, prioritize, and building lists for high-quality keywords. It helps in getting the accurate volume estimates.
SEO Tips For Targeting The Right Keywords
- Select keywords with low SEO difficulty.
- Use keywords that are less competitive.
- Try to include synonyms relevantly wherever possible.
- Don’t over-optimize with keywords.
- Maintain the right keyword density.
Heading tags are important to use in the content of your web page to improve the page readability of your website.
It helps site visitors and search engines understand the content properly.
On the web, generally, H1 to H6 tags are such that are known as heading tags which you can use to differentiate the content on your website.
The H1 tag denotes the main heading or you can say it works as the title for your website which is followed by further subheadings, i.e., H2, H3, H4, H5, and H6.
How Heading Tags Are Helpful In SEO?
When you use heading tags logically in your web page content, your website becomes more user-friendly.
When we talk about using the heading tags for SEO, how can we forget about the keywords?
Try to include the focus keywords in your headings relevantly. It will optimize your web page for that particular keyword.
☑ Unique, high-quality content:
If you are serious about the rank of your website on search engine result pages, then you must also be serious about unique and high-quality content.
It is important because search engine algorithms filter out the duplicate content from the search results and show only that content which is unique and of high-quality.
Therefore, Google Algorithms demands unique and high-quality content from site owners to give its users fresh content.
Don’t flood your website with duplicate content. Else your site will get penalized.
☑ Optimize Images :
To improve your ranking organically among search results, you have to use such images that resonate your audience and are also relevant to the content on your website.
Therefore, include images with compressed size to ensure that they’ll take less time to load.
Include relevant alt tags for each image to make understand search engines know better about them.
How To Optimize Images For SEO?
EWWW Image Optimizer, the best WordPress plugin to optimize images!
Using this plugin, the page loading time will automatically increase due to optimization of images to the relevant extent. The optimization process involves saving of storage space and bandwidth.
Whatever your image format is, i.e., whether it is in JPG, PNG or in GIF, this WordPress plugin will help better in optimizing image files perfectly.
Best SEO Practices To Optimize Images
- The first point that you have to understand is that you have to use unique images that are relevant to the web pages on your site.
- Use high-resolution images.
- If you are running an e-commerce store, include JPG image formats.
- Use PNG images if you are including graphics on your web.
- Reduce the image file size to reduce the image loading time.
- Include a concise caption using the keyword.
- Add alt tags to better define your images to bots.
☑ Optimize Videos:
Video optimization is the process of optimizing the video to get it indexed and ranked on the search engine result pages for the right keywords.
An optimized video is important to enhance the experience of viewers.
As most people are searching for videos, providing better quality videos help boost rank on search engine.
How To Optimize Videos?
- Choose a video platform that can solve your purpose.
- Launch videos having high video-resolution.
- Include transcripts in your video.
- Add thumbnail that is more compelling and engaging for the viewers.
- Give a short title including the relevant keywords.
- Add description about that particular video.
- Don’t try to embed a video more than once on the same website.
☑ Use Long Content :
A web page consisting a good amount of content gets higher search rankings than those having less content.
But, include only relevant content that has a good structure.
A longer as well as relevant structured and well-researched content earns the quality backlinks for your site.
When the content on your site is relevant, unique, and engaging, it will get more social shares from your audience.
☑ Social Signals
Social signals are the metrics that define the engagement level of the audience on social media platforms like Facebook, Twitter, Instagram.
Social signals like views, likes, shares etc. are proof of how much people are loving and interested in your content by showing how people interact with your brand on social media platforms.
The higher the number of social signals, the better and enhanced the ranking on search engines.
A happier customer will definitely provide his positive reviews.
That’s why it will ultimately help your brand getting the higher brand reputation and awareness.
How To Increase Social Signals?
The best way to increase social signals is to add social media sharable buttons on your site.
Provide buttons through which your site visitors can connect with your brand on social media.
Apart from that, you also need to optimize your social media business pages.
Post daily using relevant hashtags. You can also run a contest to generate interest among your audience.
☑ Add Summaries
Adding summaries are of the great help for search engine bots to present its users the gist of your web page content.
You can say it as a featured snippet that help users understand what you are going to cover in your content.
Look in the below image how Google shows the result of featured snippet by adding summaries in the web page content.
☑ Deal with the 404 Error for Search Engine Optimization
The code 404 is an error code of web page that means “ Page not found”.
The reason for this can a link that is no longer active for the particular web page.
Make sure your web page is not facing 404 error. Use Google Search Console to find this issue. If your web page has 404 error, it impacts the SEO adversely as Google remove such pages from its index.
☑ Use SEO-Friendly URLs:
To improve the user experience and search engine optimization, make sure you are using SEO-friendly URLs for each web page of your website.
Include the relevant keywords in each URL of your web page. Ensure URL is representing proper categorization of your web pages.
The best example of SEO-friendly URL can be-
Best SEO Practices To Make URL User-Friendly
- Prefer using HTTPS rather than HTTP to make the web server more secure.
- Make it short and easy to remember.
- To make it readable to your users, include keywords in the slug.
- Use letters in lowercase.
- Avoid using stop words like a, an, but, or in the URL.
- Don’t repeat keywords in the URL.
☑ Use Outbound Link:
Outbound links are those links that point to some other websites from yours.
The search engine can better understand these links to identify the niche of your site which ultimately increase the trust and quality of your site.
So, provide outbound links to related pages using relevant anchor texts helps Google understand your page’s topic.
Google’s Related Link Operator
Use this to identify the relevant links for your site according to your niche. Type “related:(your domain name).com” in the search bar of Google and Google will show you the related site links for your website.
☑ Use Voice Search
Voice search features in mobile has bring a lot of changes in the pattern of SEO.
As voice search helps smartphone users find everything on the web without the hassle of typing, the marketers must understand the fact that they have to make their web content responsive for the voice search.
If not done, they will get outranked from organic results.
Voice search, generally, helps in two ways for online marketers-
- Enhance the site visibility on featured snippets.
- Better way to satisfy the search intent of users.
How To Optimize For Voice Search?
- Use Structured data in your content.
- Get your site mobile-friendly.
- Create blog posts in a conversational style.
- Try to answer the questions of potential customers through your blog posts.
☑ Page Title
Make sure whatever page title you have given on your web page, don’t forget to include the keyword.
While giving a page title to your web page, ensure the following points must be fulfilled-
- A page title must be short and descriptive.
- It must be such that can improve CTR.
- Create such titles that can satisfy the search intent.
☑ Meta Tags:
Meta tags are the snippets that help search engines understand the page content.
Use relevant keywords in your meta tags. Meta Tags are written in the form of HTML, generally, at the head of the page that the search engine bots can read and understand what the web page is all about.
Right click on the page for which you want to see the meta tags.
Then click on view page source and there you will find how meta tags are appearing for that particular web page.
Know Your Meta Tags
Generally, there are following kinds of meta tags that you must know-
a.) Title tag:
Title Tags specify the title of a web page and are displayed on the Search engine Result Page.
It is the primary title that helps users understand the main topic of that particular web page.
See in the below image how title tags help users and search engines understand about the web page.
It is visible to the users at the top of the URL bar and also within the titles of search engine results.
Using Keywords relevantly in Title Tag helps you get the right traffic on your site.
Make sure every web page has its unique and well-defined title in the <title> tag.
It is advisable to refer HTML suggestions page in the search console to understand the issues about title tags in your site. Besides, provide a concise but descriptive title.
Meta descriptions summarize the web page content and are displayed in the SERPs under Title tags.
Use the keyword in the meta description. You can say it a short and relevant summary of the particular web page which is appearing in the search results.
This is the meta tag that specifies search engine bots what action they should take on their web page. Meta robot tags include the index and noindex tags, follow and no follow tags.
☑ Use Keyword In The First Paragraph of your Page Article :
The structure of texts on the web page impacts the ranking in search engine results.
Whatever keyword you are targeting through your page content, ensure it has been used in the first paragraph of your articles.
As you have only a few seconds to grab the attention of your site visitors and make bots understand about your content, write a first paragraph that tells the main message of your post.
Using the focus keyword in the first paragraph enhance the readability of your web page.
☑ Optimize Keyword Density:
Keyword density refers to the percentage of how many times the target keyword has appeared on the web page.
Now Google Algorithms also consider the keyword density while providing a rank among search results.
It is advisable not to over-optimize your content with keywords. Try to use their synonyms wherever possible. Use each keyword logically.
An ideal keyword density must be within 1-2% including semantic and LSI keywords.
Check out this video by Matt Cutts explaining the ideal keyword density in a more effective way.
☑ Satisfy Search Intent
Search intent defines the purpose of users of search engine that they want to accomplish by searching over the web using specific search queries.
As they are finding solutions from the search engine results, it is important that you have to create such content that satisfies their intent.
Including target keywords relevantly in your content, you can satisfy the search intent of your site visitors.
Now the question arises what can be the intent of searchers?
Their intent can be to learn about something, to purchase a product, to sign up for a service, getting directions, and many more. Whatever their intentions are, you must create content accordingly.
Generally, there are 4 types of search intent-
a.) Informative Intent: When people are surfing the web to gain information, it is called informative intent. For example, information about parenting tips, information about how to use Android Studio, etc.
b.) Navigational Intent: When people want to get to a specific website like Facebook, Google Analytics, Twitter, etc., their intent is called navigational intent.
c.) Transactional Intent: When people are actually surfing the web just to find and buy from where they can get the best deal.
d.) Commercial Investigation: When people are finding information on the web to buy something. For example, “what is the latest model of car?”
Get Small Business SEO services At LiquidDo
Search engines are figuring out in the better way to find out the best search results for their users. So, if they are able to find you, they are likely to provide a top rank to your competitors instead.
Getting our Small business SEO services, your brand will get exposure to the wide and target market in the digital world. We help businesses to rank for the right search terms that their potential customers are actually using to find businesses like theirs.