On-page SEO has the power to create countless new visitors — and clients — right to your site.
Additionally , on-page SEO is also completely up to you: You get to set up what the topic and/or goal of each page will be. You get to decide on the target audience for that web page. And you get to choose the target keywords and phrases you want to concentrate on.
This can be overwhelming and empowering simultaneously. If you’re unsure how to begin, we’ve built this on-page SEO register to help guide you.
What is On-Page SEO?
The reason why On-Page SEO is Important
On-Page SEO Elements
On-Page SEO Checklist
on-page SEO components below.
Note : This SEO “trilogy” isn’t at all times divided into 3 clean sections; some of these SEO elements can overlap. You’ll see exactly how and why all through this piece.
You will see these elements split into sections beneath.
Ahrefs, AnswerthePublic, and UberSuggest.
Also, read our Beginner’s Guide on How to Do Keyword Research intended for SEO.
Following, consider how your own page content falls into the buyer’s trip and visitors’ search intent. These may impact how you will use your keywords and what sorts of content you will generate:
|Stage in the Buyer’s Journey||Suggested Content/Website Webpages|
Blog posts, videos
Potential buyer’s guides, case studies
Product demos, assessment tools
Now, it’s time for you to write your web page content or thoroughly clean it up if you’re currently auditing your on-page SEO.
Here are some best practices for composing high-quality page content (we’ll touch upon some of these in more detail below, in our Checklist):
- Incorporate brief and long-tail key phrases normally.
- Include engaging and relevant visual content.
- Write for your specific buyer persona(s).
- Actively solve your audience’s problem.
- Develop content individuals will share and want to link to.
- Optimize for conversions with CTAs to provides and product webpages.
Page content is your opportunity to communicate value to Search engines and your site visitors; it’s the heart of the on-page SEO process. All other on-page SEO elements stem from top quality page content, therefore invest ample sources to develop and enhance it.
title tags) are one of the most important SEO elements.
Titles tell each visitors and search engines what they can find at the corresponding pages.
To ensure your site web pages rank for the proper intent, be sure to range from the focus keyword for every page in the title. Incorporate your key phrase as naturally as you can.
Here are some guidelines for when developing a page title:
- Keep it under sixty characters (per Google’s update) to ensure that your own titles display properly. Although Google noesn’t need an exact character limit, its display titles max out from 600 pixels. Keeping your titles at 60 characters or less ensures the title won’t be stop in search results.
- Don’t stuff the particular title with keywords. Not only does keyword-stuffing present a spammy and tacky reading experience, but modern search engines are smarter than ever — they’ve been designed to specifically keep track of for (and punish! ) content absolutely unnaturally stuffed with keywords.
- Make it relevant to the page.
- Don’t use all caps.
- Include your brand in the title, i. e. ” The Ultimate Guide to On-Page SEO in 2022 — HubSpot Blog “.
Check out our totally free data-driven guide to composing effective page titles.
Headers, also known as body tags, refer to the particular HTML element < h1>, < h2>, < h3>, and so forth.
These tags help organize your content pertaining to readers and assist search engines distinguish what part of your content is definitely most important and relevant, depending on search purpose.
Incorporate important keywords in your headers, but choose different ones than elaborate in your page title. Put your most significant keywords in your < h1> and < h2> headers.
4. Meta Descriptions
Meta descriptions are the short page descriptions that show up under the title in search results. Although it’s not an official ranking element for search engines, it can influence whether or not your own page is clicked on — consequently , it’s just as important when doing on-page SEO.
Meta descriptions may also be copied over to social media when your content is shared (by using structured markup, which usually we talk about below), so it can motivate click-throughs from there, too.
Here’s what creates a good meta description:
- Keep it under 160 characters, although Google has been recognized to allow longer meta descriptions. ( Note
- The entire keyword or even keyword phrase.
- Use a complete, persuasive sentence (or two).
- Avoid alphanumeric characters like —, &, or +.
5. Image Alt-text
Picture alt-text is like SEO for your images. This tells Google and other search engines what your images are about… that is important because Search engines now delivers nearly as many image-based outcomes as they do text-based results.
That means consumers may be discovering your site through your pictures. In order for them to do that, though, you have to include alt-text to your images.
Here’s what to keep in mind when adding picture alt-text:
- Make it descriptive and particular.
- Make it contextually relevant to the wider page content.
- Keep it shorter than 125 characters.
- Use keywords sparingly, and don’t keyword things.
6. Structured Markup
Structured markup, or structured data, is the procedure for “marking up” your website source code to be able to easier for Google to find and realize different elements of your content.
Structured markup is the key behind these featured snippets, information panels, and other articles features you see when you search for something on the search engines. It’s also how your specific page information comes up so neatly whenever someone shares your content on social media.
Note : Structured data is considered technical SEO, but I’m including it here because customizing it creates a better on-page experience for website visitors.
page URLs should be simple to break down for both visitors and search engines. They are also important when maintaining your site hierarchy consistent as you create subpages, blog posts, and other types of internal pages.
For instance , in the above URL, “blog” is the sub-domain, “hubspot. com” will be the domain, “sales” will be the directory for the HubSpot Sales Blog, and “startups” indicates the specific path to that blog post.
Here are a few tips on how to write SEO-friendly Web addresses:
- Remove the extra, unnecessary words.
- Use only one or two key phrases.
- Use HTTPS if possible, as Google now uses that as a positive rank factor.
almost eight. Internal Linking
Internal linking will be the process of hyperlinking to other helpful pages on the website. (See how the words “internal linking” are linked to another HubSpot blog post in the sentence above? That is an example. )
Internal linking is important for on-page SEARCH ENGINE OPTIMIZATION because internal links send readers to pages on your website, keeping them around longer and thus telling Google your site will be valuable and useful.
Also, the longer visitors are on your website, the more time Google has to get and index your internet site pages. This ultimately helps Google absorb more information about your website and potentially rank it higher over the search engine results pages.
Download our totally free guide to Internal Connecting for SEO.
9. Mobile Responsiveness
Google began favoring sites which are optimized for faster mobile speeds — actually for desktop searches.
Mobile responsiveness matters.
It’s critical to choose a web site hosting service, web site design and theme, and content layout that’s readable and navigable on mobile devices. If you’re not sure regarding your own site’s mobile readiness, use Google’s Mobile-Friendly Test device.
10. Site Acceleration
Whether viewed on a mobile gadget or desktop, your site must be able to insert quickly. When it comes to on-page SEO, page rate counts big-time.
Google cares regarding user experience first and foremost. If your site a lot slowly or haphazardly, it’s likely your visitors aren’t going to stay — and Google knows that. Moreover, site speed can impact conversion rate and ROI.
Check your website’s quickness anytime using Google’s PageSpeed Insights tool. If your website can be movin’ slow, take a look at 5 Easy Methods to Help Reduce Your Website’s Page Loading Speed.
Notice : Mobile responsiveness and site quickness are considered technical SEO, but I’m including them here because optimizing them makes a better on-page encounter for visitors.
Since you understand the different on-page SEO elements, let’s talk through the ways of auditing plus improving your on-page SEO.
On-Page SEO Template, an Excel document that allows you to definitely coordinate pages plus keywords — plus track changes — all in one place.
Download Now: On-Page SEO Template
In this particular section, we’ll use this template being a guide as we walk you through a register for your on-page SEO management, step by step. Download the template right now and follow along.
Notice: The particular fictional website “http://www.quantify.ly” will be used for instance throughout this post. It’s simply meant to help you imagine how your personal website will squeeze into the template.
1 ) Crawl your website.
Get an overview of all of your website pages that search engines have listed. For HubSpot customers, our Page Efficiency tool (under Reports) will allow you to do this. If you’re not using HubSpot, you can try using a totally free tool like Xenu’s link crawler.
After crawling your blog and exporting the results into an Excel (or. csv) file, there will be three key columns of information that you should focus on:
- The web address (a. k. a. URL)
- The page title
- The particular page meta description
Copy and paste these three columns into your template.
The WEB LINK should be pasted straight into column B, the particular page title in to column C, and the description into column E.
2 . Conduct an SEO audit and define your blog architecture.
Now that you’ve got a basic index of your site in the design template, you’ll want to organize plus prioritize your web pages. Start by defining where within your site architecture your existing pages currently sit.
Do this in column A. Note whether or not a page is your homepage (ideally you’ll only have one of those), a page in your primary (or secondary) navigation menu, an internal page, and so on.
3. Update Web addresses, page titles, and meta descriptions.
Review your current URLs, page titles, and meta descriptions to see if they need updating.
(This is the beauty of utilizing a template to organize your own SEO: You get a broad overview of the type of articles you have on your web site. )
Notice exactly how column D plus column F instantly calculate the length of each element. The recommended length for page titles is anything under 60 characters. (And, actually, a quick and simple optimization project would be to update all page titles that are longer compared to 60 characters. )
The recommended length for web page meta descriptions can be 155-160 characters. This is the perfect length to make sure none of the description is cut off by the ellipses. Make sure you’re not too repetitive with keywords in this area. Writing a good meta description isn’t hard, but it deserves as much consideration as the page content itself.
( Notice: For some sites, you may also need to update the Web addresses, but that’s not normally the case and thus was not included as part of this optimization template. )
4. Make sure your keyword is in your URL.
Once we mentioned above, add your own keyword to your WEB ADDRESS. For example , imagine you have a hot yoga studio called ADYoga. You have a web page which includes videos of your lessons. The keyword with this page is “hot yoga online classes” — so , a person would want to include that will keyword in your URL. The URL with this web page may seem like this: www.ADyoga.com/hot-yoga-online-classes.
5. Include your key phrase throughout your website.
In addition to your own URL, you’ll want to include your keyword throughout your web page(s). This includes your name and headers. Spread your keyword throughout your content as well exactly where it fits normally.
6. Track keywords and subjects for each page.
Think of your focus on keyword as the specified topic for a particular page. If you’re utilizing the HubSpot template, Within column O, establish just one topic per page.
By doing this, you can go more in-depth and provide more detailed information about that topic. This actually also means that you are just optimizing for one key word per page, meaning you have a greater chance to rank for that keyword.
There are, of course , a few exceptions for this rule. Your website is a classic example. The goal of your website is to explain exactly what your entire website is about, and thus you’ll need a few key phrases to do that. Another exemption is overview web pages like services and product pages, which usually outline what all of your products and services may be.
7. Don’t key phrase stuff.
We all just covered many examples in which keywords are both helpful and necessary for SEO reasons. However , one error many first-timers make when improving their own on-page SEO is “keyword stuff”.
Keyword stuffing could be detrimental to your website and web page’s SEO and it can feel spammy to readers/ visitors.
eight. Establish value propositions for each page.
A very important next step, that is often overlooked, is certainly establishing a worth proposition for each page of your website. Each page should have a goal aside from just rating for a particular phrase.
If you’re utilizing the template, you’ll try this in column Gary the gadget guy.
9. Define your target audience.
Establish your target audience — do you have a single customer persona or multiple personas? Keep this character in mind as you enhance your site’s web pages. (Remember, you are customizing for humans, as well — not just search engine robots. )
In column L of our template, you may the opportunity to define your own page’s target audience.
10. Plan new titles on pages.
Now that you’ve documented your current page titles and have set up value propositions plus target audiences for every of your pages, create new page titles (if necessary) to reveal your findings.
You can do this in line K of the template — and double-check each title length in column L.
People usually the actual formula of “Keyword Term | Context. ” The goal of the page title is to lay out the purpose of the page without being redundant. You should also keep the additional suggestions we made over related to titles.
11. Add new meta descriptions.
Even as we covered above, meta descriptions should be a short, declarative sentence that incorporates the same key phrase as your page’s name.
It should not reflect the content verbatim as it seems on the page. Get as close as you can to the 150-character restrict to maximize space and tell visitors as much as possible about your page.
If you need to generate new meta descriptions, do so in line M of the design template.
12. Review plus edit page articles as needed.
Good copy must be thorough, clear, and supply solutions… so , end up being compelling! Write for the target audience and about how you can help them. Persuasive content is also error-free, so double-check your own spelling and grammar.
Aim to possess at least 500 phrases per page, plus format content to allow it to be easier to read and digest with the use of headers and subheaders.
Columns P through R can be used to keep track of changes that you’ve designed to your content or to take note where changes have to be implemented.
13. Incorporate visual content.
Content can be more than just text, so think about what kind of visual content you can incorporate into each page (if it adds worth and serves an objective, of course). Content S and Big t allow you to note which usually visual elements need to be added. When incorporating an image to a page, be sure to include a descriptive file name and image alt-text.
fourteen. Optimize your visible content.
All of us talked earlier about image alt textual content. You’ll want to optimize your own visual content this way — and be sure to include your keyword in your image alt textual content. It’ll help with the particular page’s SEO as well as offer the potential to rank in image search (e. g. on a search engine picture results page or even image carousel).
15. Add internal links.
As stated earlier, incorporating hyperlinks throughout your webpages is a must, but it’s often something absolutely easily overlooked.
Make sure that your anchor text includes more than just your keywords. The goal genuinely to stuff within as many keywords as you can, but to make it simple for people to navigate your site.
Use content U through W to plan for these elements if you don’t already have them, or to document how you’ll improve them.
16. Consist of external links.
It may seem counterintuitive to incorporate external links throughout your page taking into consideration we just covered multiple reasons why internal linking is so important for on-page SEO. However , external links are also important.
By externally connecting, to credible plus trustworthy sites, Search engines will know your page is also credible plus trustworthy. Not only really does Google want to know your internet site is well-referenced, but your visitors do, too.
17. Improve for conversions.
If you’re also not really optimizing your site to increase the number of leads, clients, and/or customers you’re attracting… you’re doing the work wrong.
Keep in mind that each page of your website presents a conversion opportunity. That means every page of your website should include at least one call-to-action (CTA), although many pages might have multiple CTAs.
Columns X by means of AF allow you to policy for conversions.
Make sure that your site has a mixture of CTAs for different stages of the flywheel.
( Note : The On-Page SEO Template refers to the stages from the buying funnel — top of the funnel, middle of the funnel, and bottom of the funnel. If you are a HubSpot consumer, you can even use Clever Content to display these specific CTAs simply to people in a particular part of the funnel. )
Also, as you add, edit, or even update CTAs, be sure to note conversion price changes in content Z, AC, and AF.
Put Your On-Page SEO to Work
Once you complete your SEO programs, implement these modifications on your website or even pass them together to someone to implement for you. This will take time to complete, so aim to work on 5 in order to 10 pages each week.
Keep in mind : SEO is not a one-and-done deal. It’s something you need to continually improve upon. You should treat this On-Page SEO Template as a living, breathing document that will help information your SEO strategy for months (or years) to come.
Editor’s Note: This awesome article was originally published in October 2012 and has been updated for freshness, accuracy, and comprehensiveness.