On-page optimisation, does it really matter?
edson evers
An award-winning PR and content marketing agency, telling your story to the people that matter since 1972.
Picture this, you have a website that is showing up in search engine results for some relevant searches, most of its traffic comes from organic searches, so it must be optimised right? …… Well, that’s often not the case, we tend to find that websites are partially optimised (missing H1s, meta descriptions, alt text, image files are too big), and sometimes websites have not been optimised at all.
So how is the website ranking?
Naturally, when we write content for a website it’s about a particular topic, i.e. smart heating so you have probably focused your page content around a particular keyword such as smart thermostat. When your site was published, if a tool like Yoast was installed, it will automatically create a sitemap to help search engine robots crawl your website’s content and identify what topic/s your content is about, meaning it will then display your website for search queries it then deems are relevant. Therefore, your site could be ranking for terms and generating organic traffic without you implementing an on-page SEO strategy.
Now you’re probably thinking, well why bother with an on-page SEO strategy?
Because your website will never reach its full potential without on-page SEO. Ranking without optimisations is rare and over time your organic traffic will start to decline, due to competition. On-page SEO can help your pages rank higher and drive more organic traffic.
What is on-page SEO?
On-page SEO typically falls into two categories, keyword optimisations and site architecture.
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Keyword optimisations: In order for Google to understand what keyword you want your page to rank for, this keyword should be included within your page title, url, H1 tag, first paragraph of text, SEO title, meta description and an image file name.
Site architecture: This sounds more complicated than it is, when we refer to site architecture, we mean internal and external links. Internal links help search engines find and crawl other pages of your website. External links can help to indicate trust, but only add an outbound link to a high-quality and relevant source.
An additional factor that can impact on-page SEO is image sizes. We often find that huge image files have been uploaded to websites, causing long loading times. Google considers loading speeds when ranking a page, so make sure you’re compressing any images before you upload them. Always check the image once compressed though, as some tools use lossy compression which can impact the image quality. You can find out if images are impacting your website’s performance by using a speed checker, such as Google PageSpeed Insights.
In short, yes you can theoretically rank without on-page SEO, but it’s rare and it won’t be sustainable. Whilst it may take some time to implement on-page SEO, it’s vital for increasing your search visibility, website traffic and in turn, conversions.
#seo #onpageseo #seoservices
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Seasoned Marketing Executive | Driving Growth in Security Solutions
6 个月A great read. Perhaps a follow up on off-page SEO can follow? I think a lot of people lose focus on how important off-page SEO actually is. I'd find that topic to be a fascinating read.