From an organized web site and related key phrases to alt textual content and every thing in between, these are the on-page Search engine marketing components to leverage for higher natural visibility in search outcomes.
Google updates its algorithm thousands of times each year.
That’s lots for entrepreneurs to maintain up with.
The excellent news: There are on-page SEO best practices that by no means exit of fashion.
Bear in mind, Google’s prime precedence is to ship the very best worth to searchers. Try this, and your odds of rating within the #1 spot are that a lot larger.
Unsure the place to start? Whether or not you’re ranging from scratch or scaling your present SEO plan, preserve these 20 vital on-page Search engine marketing components in thoughts.
1. Distinctive, high-value content material
The content material in your web site pages tells engines like google and readers a number of issues:
- Which subjects you cowl
- What business you’re in
- Your stage of experience
All of this exhibits your relevance, trustworthiness, and authority in an business. When engines like google and readers see you persistently publish new high quality content material on the identical or comparable subjects, it builds belief.
However publishing new content material often means nothing if the standard isn’t there.
Listed below are a couple of greatest practices for creating high-quality Search engine marketing content material:
- Write long-form weblog content material. Lengthy-form content material offers you house to dive deep into a subject, providing extra worth within the type of technique breakdowns, examples, and walk-throughs.
- Embody your individual tackle the subject. Don’t rehash what’s on the market. As an alternative, present distinctive insights out of your expertise. As an illustration, share a case research or private story that illustrates what the reader is studying.
- Use examples to indicate, not inform. Use distinctive examples out of your expertise or a shopper’s, and use storytelling to attract them in till the decision to motion (CTA).
- Help claims with current analysis and statistics. When you’re going to state a truth, hyperlink to a good supply, reminiscent of a survey or research from a identified publication that’s lower than three years outdated. This helps you construct belief and authority.
- Make the content material scannable. Lengthy or brief, your content material have to be simple to scan (no massive blocks of textual content). Use clear subheadings, brief paragraphs, bullet factors, bolded sections, and useful visuals.
The extra precious the content material, the extra probably readers will learn and share it with others.
2. Content material designed for SERP options
When creating content material on your web site, take into account alternatives to rank for featured snippets and associated questions within the Individuals Additionally Ask part of the search engine outcomes web page (SERP).
Featured snippets seem on the prime of the primary web page, permitting you to get extra eyes and clicks in your content material.
That’s as a result of they reveal solutions to the question and sit entrance and middle in place 0 (after the adverts, however earlier than the #1 hyperlink).
Right here’s an instance of a definition snippet with a fast definition of a low-carb eating regimen:
The featured snippet makes it as simple as doable for customers to get the solutions they’re searching for. (Picture: Screenshot)
You can even rank for featured snippets containing lists and tables, like this one:

Each ordered and unordered lists can even seem as featured snippets. (Picture: Screenshot)
Sadly, there’s no method to assure you’ll seize a featured snippet. Google selects probably the most useful content material for this coveted spot.
Nonetheless, you’ll be able to improve your odds by formatting content material much like frequent featured snippets.
For instance, your content material could also be extra more likely to rank in case you pose a query immediately adopted by a short reply (definition), embody a desk (desk) containing stats or information, or function numbered objects listed as H2s or H3s (listing).
“Individuals additionally ask” (PAA) additionally seems close to the highest of the primary web page of search outcomes. Every query expands with the reply beneath, giving fast solutions to questions with the choice to click on to be taught extra.

The Individuals Additionally Ask part makes it fast and straightforward to search out a solution to your most urgent questions. (Picture: Screenshot)
If you would like the chance to rank for the PAA part, format your content material in a approach that makes it simple for Google to search out the query and reply.
3. Correct Search engine marketing copywriting
Your SEO content strategy ought to deal with attracting engines like google and people. That’s the place Search engine marketing copywriting comes into play.
Search engine marketing copywriting is totally different from conventional copywriting — it goes past simply optimizing language for conversions. It additionally contains key phrases for Search engine marketing so engines like google know the way to rank it.
By catering to each, you improve your odds of rating larger and seeing extra clicks and better conversion charges.
Working with SEO content writers to provide high-quality, Search engine marketing-friendly copy on your web site pages and weblog posts will enable you enhance your key phrase rank on Google.
Talking of key phrases…
4. Related key phrases
What’s the primary phrase that pops into your head if you consider Search engine marketing? Is it key phrases? I guess it’s key phrases.
Utilizing related goal key phrases all through your publish and in all the proper spots helps Google perceive what you’re speaking about. (“All the proper spots” being your title, headings, URL, meta descriptions, and picture alt tags.)
Nonetheless, in case you go too far, you’ll run the chance of key phrase stuffing.
Stuffing key phrases into copy with out it making sense or being helpful received’t work anymore. One of the best Search engine marketing content material right now additionally makes use of long-tail key phrases to focus on particular readers.
“Combine long-tail key phrases throughout the physique of your content material to enhance buyer expertise and improve your visibility,” recommends John Pennypacker, VP of gross sales & advertising and marketing at Deep Cognition, an AI information entry software.
“Guests are extra probably to make use of them once they’re nearer to the purpose of buy or utilizing voice search. They’re much less aggressive than generic key phrases however can considerably entice extra related and long-term site visitors.”
Key phrase analysis isn’t simply discovering frequent phrases individuals use to search out your services. You should additionally take into account search intent and key phrase difficult-to-find key phrases your model can feasibly rank for on Google.
In case your experience isn’t in Search engine marketing, take into account partnering with an SEO marketing agency that can assist you discover the proper key phrases.
The HawkSEM group helped the funding options platform Easly improve its key phrase portfolio by more than 1,500%.
Earlier than partnering with HawkSEM, it ranked for 20 whole key phrases. After implementing our technique, Easly:
- Ranked for greater than 325 key phrases in its goal area, Canada
- Elevated its area authority by 150%
- Boosted its website velocity by 3.5x
We did a number of issues to realize these outcomes, together with:
- Optimized their content material for related key phrases
- Created over 70 optimized content material items throughout a number of factors within the conversion funnel
- Revamped its homepage to deal with conversions
That’s the fantastic thing about collaborating with an skilled digital advertising and marketing company or Search engine marketing guide.
Check out the case study to be taught extra about how we helped Easly enhance its on-page Search engine marketing.
5. Descriptive headings
There’s extra to optimizing your headings and subheadings than sticking the key phrase in there. Headers additionally assist individuals scan the content material to grasp the details.
Use descriptive headings that clearly articulate what’s in every part. And don’t neglect to make use of your main key phrase in a minimum of one H2 heading.
6. E-E-A-T indicators
E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) is Google’s technique for figuring out the standard of your content material.
Whereas it’s not a direct Google ranking factor, it may construct belief with readers and enhance conversions.
Right here’s a breakdown of every ingredient:
- Expertise: The content material demonstrates the author’s expertise with the subject material with genuine insights. For instance, they embody private tales to coach and entertain.
- Experience: The creator has the information, {qualifications}, and credentials required to talk reliably concerning the subject. As an illustration, a registered nurse who’s writing about well being subjects.
- Authoritativeness: The web site, creator, or content material has a repute for being precious within the business. One method to inform is that there are different high-authority web sites linking to it.
- Trustworthiness: The content material is factually correct, the creator cites reliable sources, and the web site presents a safe connection.
Unsure in case your content material is optimized for Google? SEO audit services can determine methods you’ll be able to enhance your Google rating.
7. Compelling visuals
Together with partaking, related visuals in your net pages and weblog posts presents two advantages: 1) Helps your content material rank on Google and a pair of) Offers useful photos to the reader.
For instance, infographics and tables, break down advanced data and statistics. Whereas different visuals like inventory pictures, movies, graphics, and GIFs break up content material so it’s simpler and extra pleasing to learn.
8. Optimized photos
There are a number of components to contemplate when optimizing your photos for search:
- Select concise and direct file names. Eliminate the default names your digital camera or laptop assigns. As an alternative of image234932348, attempt one thing like Ford_Taurus_2011.
- Create picture alt tags with related key phrases. The alt tags ought to describe what’s within the picture in plain language. For instance, “girl holding a smartphone.”
- Use the proper file format. JPEG works properly for photos with a number of colours, and PNG works greatest for easy photos. GIFs are nice for animation.
- Embody captions that give context for the picture. Captions don’t affect web page rating, however they enhance the person expertise and engagement metrics.
- Create distinctive photos. Whereas you should use inventory photos, creating distinctive graphics is healthier for Search engine marketing and the person expertise.
Image optimization additionally impacts web page velocity, which might improve or damage the person expertise. If photos take too lengthy to load, people might bounce away to a competitor’s website.
“The largest factor to do for web page velocity is to optimize your belongings,” says Michael Energy, CMO at DTF Transfers.
“Too typically, I see photos which can be 6000px being displayed at 500px. Resize each picture for its precise show dimension, or 2x its show dimension in order for you higher readability on retina shows.”
Energy provides that you just must also take into account cropping the middle of photos on your cell pages particularly since that’s all of the person sees.
9. Title tags
The title tag is an optimized model of the web page title (also referred to as an H1 tag).
Listed below are a number of methods to optimize your title tags:
- Place the first key phrase towards the start of the title tag. Ensure it is sensible and feels pure.
- Guarantee every web page has a singular title. When you use the identical title twice, Google might imagine you could have duplicate pages.
- Preserve the title to round 55 to 60 characters. That approach, it received’t get lower off on the SERP. (Use a WordPress plugin like Yoast to see the way it’ll seem within the SERPs.)
Sadly, Google typically modifications the title tag, actually because it’s too lengthy.
Ahrefs discovered that when Google ignores the title tag, it makes use of the H1 tag half of the time as an alternative. So be sure that the H1 title additionally makes use of the first key phrase.

An Ahrefs study primarily based on 953,276 pages rating within the prime 10 discovered that Google typically makes use of the H1 once they ignore the title tag. (Picture: HawkSEM)
10. Meta descriptions
OK so, technically, meta descriptions are no longer a direct search engine ranking factor. This implies Google doesn’t use this in its rating selections.
Nonetheless, meta descriptions are nonetheless an vital a part of your content material advertising and marketing.
That’s as a result of they inform the reader what the content material is about and get them to click on to learn extra. In different phrases, the meta description has a direct affect on the click-through fee (CTR).
Listed below are a couple of methods to optimize your meta description to get customers to click on:
- The outline ought to match the content material on the web page. Make it clear what the web page or publish is about, and embody the first key phrase.
- Preserve it to 155 characters. Chances are you’ll must revise your description a couple of occasions till you get a succinct, attention-grabbing abstract of the web page.
- Make it click-worthy. Bear in mind, the purpose is to get individuals to click on. Use a bit persona to attract eyes and clicks.
Right here’s an instance of a click-worthy meta description from the Washington Publish:

When you didn’t need pizza earlier than, you actually need it now. (Picture: Screenshot)
11. Descriptive picture alt textual content
Picture alt textual content tells engines like google what your photos are about, permitting them to serve image-based leads to the identical approach they do text-based outcomes. This implies you’ll be able to rank for photos on Google.
The picture outcomes seem on the pictures tab of Google, and on the prime of the primary web page for queries.
For instance, if we seek for “cute canine wallpaper,” Google is aware of we’re probably searching for a picture to make use of because the wallpaper on our desktop or cellphone.

Picture outcomes seem on the prime of the search engine outcomes web page. (Picture: Screenshot)
Alt tags have one other objective: making your content material accessible to everybody.
Display readers, which assist these with visible impairments perceive the content material on an internet site, will learn the alt-text out loud to provide the person an concept of what the picture represents.
12. URL construction
Every of your URLs ought to have an Search engine marketing-friendly construction.
This contains your homepage, product pages, contact web page, and every thing else in between. When selecting your URLs, make them succinct and descriptive of the web page.
Listed below are extra methods to create Search engine marketing-friendly URLs:
- Embody your main key phrase within the URL
- Use descriptive language to convey the aim of the web page
- Use hyphens between phrases
The URL is probably not a significant web page rating issue, however it does assist Google (and searchers) perceive what the web page is about.
13. Inner hyperlinks with anchor textual content
Inner hyperlinks assist engines like google perceive the connection between totally different website pages. With strategic inner hyperlinks, you’ll be able to reinforce the context of the pages and supply a extra in-depth have a look at the subject.
Inner hyperlinks enhance the person expertise by permitting individuals to find extra useful content material on a subject. Optimizing your internal linking structure can cut back bounce charges and preserve individuals in your website longer.
Embody inner hyperlinks to and from related pages in your website. For instance, a hub and spoke mannequin takes a long-form publish with a broad subject and hyperlinks it to a number of shorter, extra in-depth items on related subtopics.
Right here’s an instance of the hub and spoke mannequin:

(Picture: HawkSEM)
No matter your technique, don’t neglect to hyperlink out from authoritative pages like your homepage or a companies web page.
To optimize your inner hyperlinks, use keyword-focused anchor textual content. The hyperlink ought to go to probably the most related pages that cowl the key phrase subject.
Need assistance with on-page optimization? Take a look at our on-page SEO services.
14. Exterior hyperlinks
Exterior hyperlinks — to not be confused with backlinks, an off-page Search engine marketing issue — help you construct authority.
By linking to different respected websites, you sign to Google that your individual content material is respected.
Citing and linking to supply materials exhibits readers you probably did your analysis to make sure accuracy. These exterior hyperlinks can even present extra context and a extra in-depth have a look at an adjoining subject.
Don’t hyperlink to rivals or a publish that’s concentrating on the precise subjects you’re writing about. And when linking to an outdoor supply, keep away from utilizing your goal key phrases within the anchor textual content.
15. Native Search engine marketing optimizations
When you’ve got a brick-and-mortar enterprise or one which operates in sure geographic areas, optimize your website for local SEO.
Driving natural site visitors from a selected location requires utilizing focused key phrases containing the placement in it.
For instance: “used auto automobiles in San Antonio, TX”
An excellent instance of native Search engine marketing in motion is our shopper, Completely happy Ears Listening to Heart. They labored with us for Search engine marketing companies to herald extra native purchasers needing its companies.
A part of that Search engine marketing technique was creating pages for every of its Arizona areas.

Our shopper Completely happy Ears Listening to Heart was capable of improve native conversions by almost 44% utilizing our native Search engine marketing technique. (Picture: Screenshot)
Every web page focused geographically centered Search engine marketing key phrases like “listening to aids Mesa, AZ” and “Mesa, AZ listening to assist restore” to herald extra native clients. This Search engine marketing approach resulted in a rise of native conversions by almost 44%.
Wish to be taught extra about how we applied a neighborhood Search engine marketing technique for Completely happy Ears? Read the case study.
16. Schema markup
Schema markup, or structured information, describes your web site to engines like google so it’s simpler to index. This a part of your technical SEO includes embedding tags of code all through the HTML in your pages to inform engines like google what your content material is about.
Whereas schema isn’t a rating issue, it helps engines like google higher perceive your content material to serve it to the proper customers. If you wish to rank for wealthy snippets or FAQs, you’ll must arrange schema.
To ensure your structured information is about up accurately, try these schema markup testing tools.

Use the Wealthy Outcomes Take a look at or the Schema Markup Validator to see in case your structured information is about up accurately. (Picture: Google)
17. Responsive net design
It’s not elective to make your site mobile-friendly. In right now’s on-line market, over 70% of shoppers use their telephones to purchase on-line.
If you wish to enhance the person expertise on cell units, design your website with cell responsiveness in thoughts.
Dan Kahuria, Advertising Director at 3DQuoter, an immediate 3D quote net plugin, explains the way it works:
“The code is shipped in HTML, whereas CSS modifications how the web page renders relying on the gadget. It doesn’t require redirection, so it’s much less time-consuming, permitting pages to load quicker. Whether or not they’re utilizing a pill or a smartphone, a responsive design ensures every website customer has the very best cell expertise.”
Some options of a mobile-friendly web site embody:
- Textual content that may be learn on any dimension display
- Buttons which can be simple to click on on units with smaller screens
- Content material and structure that also appears good when the person switches from panorama to portrait
- A light-weight website that masses rapidly and easily
When designing for cell friendliness, take a look at your cell website your self to see the way it features on totally different machine screens.
18. Web site velocity
A slow-loading website is a significant turnoff. It could possibly frustrate your guests and drive them into the arms of your rivals. Examine your website web page load time typically to make sure your pages load rapidly with out points.
“Keep on prime of exterior scripts you add,” suggests Nedim Mehic, a senior technical Search engine marketing specialist and founding father of Beki, an inner linking software program. “When you’re not actively monitoring heatmaps or different person conduct, disable the script till you want it once more.”
One other repair Mehic typically makes to enhance website velocity is implementing browser caching. “It could possibly tremendously enhance the expertise for return guests, as sure parts of your web site are saved on their machine, eliminating the necessity for repeated downloads.”
Different methods to enhance web page load time are to compress your photos and cut back redirects throughout your website.
19. UX indicators
A poor person expertise drives individuals away out of your website. Simply consider how irritating it’s to go to a model’s web site and battle to search out what you’re searching for.
“Person expertise is greatest summed up as creating an online web page that’s intuitive, simple to make use of, and alluring for individuals looking the online,” explains Patrick Herbert, Director of Singularity Digital.
He provides that enhancing person expertise comes down to a few rules: Give individuals what they count on on the web page, give it to them quick, and do it in a approach that’s visually interesting and logical.
Search Engine Journal recommends optimizing all three kinds of UX design: data, interplay, and visible design.
- Info on the positioning must be organized and straightforward to search out.
- Website design ought to have an interactive design sample that aligns with the best way individuals work together with the positioning.
- Design must also have a feel and look that the person can get pleasure from reminiscent of colours, typography, and pictures which can be simple on the eyes.
20. Website structure
Web site construction (or site architecture) contributes to person expertise, and a well-organized web site can cut back bounce charges. The purpose is to simplify navigating your website so it’s simple to search out what you’re searching for.
“A well-structured web site might help you rank larger on your goal key phrases and supply a greater person expertise,” says José Moya, outreach supervisor for We Are Capicua, a UX design company.
“Use a hierarchal construction that strikes from extra important, extra basic classes to smaller, extra particular pages.”
Moya additionally suggests creating an easy and intuitive navigation menu that helps customers discover what they need.
What are on-page Search engine marketing components?
On-page Search engine marketing components are front-end and back-end parts of your website you’ll be able to optimize to enhance your web page rating on Google search.
Optimizing net web page content material, website structure, and HTML components helps search engine crawlers perceive your web site content material and its worth to searchers.
The higher Google understands your content material, the extra probably it’ll serve it to the proper customers. It’s a win-win: Google gives related content material to its customers, and also you deliver extra related individuals to your website.
Why is on-page Search engine marketing vital for an internet site?
On-page optimization improves your website’s visibility in search, which drives extra site visitors to your web site.
The truth is, 68% of all online experiences begin with a search engine. So, not having an optimized web site isn’t an choice in order for you clicks and conversions.
Right here’s a have a look at the opposite advantages of on-page Search engine marketing:
- It’s one of the cost-effective methods to deliver new site visitors onto your web site.
- When your website is optimized for person expertise, extra guests will keep in your web site for longer, which results in extra conversions over time.
- Optimization improves the click-through fee (CTR) from the natural search engine outcomes.
When you might not have a lot management over off-page Search engine marketing components like backlinking, model mentions, and social media shares, you’ll be able to have management over each facet of your on-page Search engine marketing.
That makes it essential important so that you can embody on-page optimization as part of your Search engine marketing technique.
Need assistance with on-page Search engine marketing? Request a free consultation right now.
The takeaway
After all, Search engine marketing is an important a part of search visibility. If you wish to deliver in additional free Google site visitors, you’ll must implement the on-page parts we’ve mentioned right here when optimizing your website.
Usually, the very best place to begin is to conduct an Search engine marketing audit to see which web page parts want work. Then, use this guidelines to undergo every ingredient and optimize it for Search engine marketing.
If all of this feels a bit overwhelming, you’re not alone. A lot of our purchasers come to us after struggling to maintain their web sites optimized.
There are various tiny shifting components to trace, to not point out what looks as if fixed Google algorithm updates.
The HawkSEM group loves serving to manufacturers increase their search visibility and drive extra website site visitors. When you’re able to get assist with on-page optimization and extra, get in touch with us today.
This text has been up to date and was initially printed in November 2023.