Your website is your online shop front, a window through which you can grab your audience’s attention and use it to grow your company exponentially. But did you know that 90.63% of pages get zero traffic from Google? If your website isn’t ranking or pulling in new users, then it loses it value and the potential to make your business thrive.
That’s why on-page SEO is vitally important. This keystone in digital marketing practices can drive traffic towards your content, and result in more customers and more revenue for your business.
There are some tried-and-tested elements of a good on-page SEO strategy that can strengthen your website and make it attractive to not only search engines, but also your audience. Our team at Fanatic has years of experience in the marketing game, and are always on hand to help you build an unshakeable SEO foundation.
For beginners in on-page SEO, or for those who’d just like a refresher, we’ve put together some tips on how to start optimising your website pages.
What is on-page SEO?
On-page SEO involves optimising pages on your website to get them to rank better and increase the amount of users you get from Google and other search engines. ‘On-page’ factors include the content of a page and the HTML source code, whereas ‘off-page’ would refer to external links.
On-page SEO tips
It’s important to remember that these aren’t instant fixes that will rocket your site straight to the top of Google rankings. However, when combined with a thorough and well thought-out SEO strategy, these tips can help to boost your traffic and signal to search engines that you’re a useful resource.
If you’d like our help with crafting a winning on-page SEO strategy, please don’t hesitate to get in touch with our expert team.
1. Keep your copy simple.
When writing copy for a website, many people think that you need to adopt a formal, corporate tone to sound knowledgeable and trustworthy. However, this is the internet – users want information quickly, without having to wade through long sentences and complicated jargon.
The average reading age for adults in the UK is nine years old, so put down the thesaurus and focus on crafting copy that is simple, effective and gets to the point. The same goes for the structure of your copy – be sure to split text into shorter paragraphs, and use bullet points, lists and other methods to break the page up into bite-sized chunks. Your readers will thank you for it, and you’ll have a better chance of keeping them on your site for longer.
2. Speed up page loading time.
You click onto a website and watch it load…and load…and load. How long until you give up and find another site? According to one study, three seconds is the limit for 57% of visitors. We’re so used to having everything instantly when online that a slow website is no longer excusable, and will cost you a lot of potential customers. People are also using their phones a lot more while on the go, so your site needs to be fast and responsive on 4G connections.
There are a couple of things you can try if your website isn’t as quick as you’d like. The first is to reduce the size of the images on each page – under 250KB is ideal, but banners and header images may need to be slightly bigger so they don’t look pixelated.
For the more technically minded you can look to resolve any HTML issues on the page, or set up lazy loading for media-heavy pages. This is where our digital marketing team works closely with our in-house developers. If you need more guidance with this, please get in touch with our friendly digital team who’ll be happy to help.
3. Harness the power of keywords.
We know, unless you’ve been living in a cave for the last 10 years you’ll have heard about the link between keywords and good on-page optimisation. But it’s worth going over the basics anyway, because it’s easy to focus on the latest trends and forget about building a strong foundation for your marketing strategy.
There’s clear evidence that putting your target keyword in your title, meta description and H1 (heading) will help you rank well on SERPs (Search Engine Results Pages). You can bolster this by putting your supporting keywords in your H2s (subheadings), as well as using them throughout your copy. The key thing is not to stuff them in – a good writer can use them in a way that reads naturally.
4. Use internal linking.
A user has found your webpage through a search engine, read your content and likes what they see – but where do they go next? Including links to other, relevant pages on your website will really boost your on-page SEO strategy, and help Google understand how your site is structured and how your different pages relate to one another.
Internal linking is also great for UX (user experience), as it allows your audience to navigate through your site, find exactly what they’re looking for and ideally, take them straight to a purchase point. You can use internal links on high ranking pages to boost less successful pages too, to improve the overall performance of your site.
5. Be original and useful.
At Fanatic, we’re big believers that every piece of content we create needs to serve a purpose. We’ll never create content just for the sake of it, or just to say that we’ve done it to a client. Whether it’s a blog, a white paper, a video or a tweet, we want it to inform, entertain or help whoever sees it.
That means not just regurgitating something you’ve seen online. Of course, there’ll always be some overlap, as the internet is bursting with content, but you should always try to add your own element, or your own spin, to whatever you make. When you create something unique and valuable, your audience will return again and again, and will link to it from their own sites, which will only strengthen your SEO efforts.
On-page SEO services
If you need any more information about any of the tips you’ve mentioned above, or would like our help with crafting an on-page SEO strategy that transforms your business, please get in touch with our team.