On Site SEO

What is On Site SEO?

On site SEO is the practice of optimizing your website to rank higher for relevant search engine queries and increasing your domain’s inbound organic traffic. This optimization includes the content on the page as well the HTML code behind it.

However, this does not cover technical SEO since that is an entirely other topic.

Why do you need On Site SEO?

The goal of Google’s search algorithm is to rank billions of websites for trillions of keywords and display the most relevant and trustworthy sites for every single search query every single time. Their algorithm is sophisticated enough to do it on its own, but on site SEO lets you declare exactly what it is you’re doing and remove any guesswork on Google’s part. This makes things easier on them and they like that. That translates into higher search rankings.

Additionally, optimizing the pages on your website tells your users exactly what those pages are about so they can immediately know if it’s relevant to their original search query. This will help boost the overall “stickiness” of your website and improve on-site engagement signals.

Areas of Focus for On Site SEO

  • Page title
  • Meta description
  • h tags
  • Target keyword density
  • # of target keyword synonyms used
  • Content quality (length, ease of readability, etc.)
  • On page user engagement
  • Internal linking
  • Page / site URL structure
  • Page load time

The Evolution of On Site Optimization

Keyword targeting, content marketing, on site SEO. They’re all effectively under the same umbrella. However, Google’s search algorithm has evolved over the years to incorporate more (or less) of these search engine optimization tactics.

It wasn’t that long ago when keyword targeting was considered a best practice. You’d see a page with a ton of exact match iterations of the same keyword since that was what worked. Now, Google places less emphasis on individual keywords and more on the overall topic of the page.

Recommended Tactics for Optimizing Pages (2019)

  • Focus on a topic instead of individual keywords.
  • Keep the page’s topic as clear and direct as possible.
  • Use as many words as necessary to cover the topic.
  • Make use of as many synonyms for your focus keyword as possible.
  • Don’t have multiple pages on your site covering the same topic.
  • Make sure your content is easy to read and navigate.
  • Spend the time to create authoritative content that could be used as a resource.
  • Keep the user’s intent in mind when creating and optimizing pages.
  • Do not copy / paste content from a different website onto your own.

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Kenny Empey

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