You will already know how important SEO is for your website. Here we show you four essential on-site SEO elements that you do not want to miss.
If you want to get your website ranked higher on Google, check out these crucial tips for optimisation.
Which SEO elements does Google consider most important?
SEO is an important part of getting a ranking on search engines but Google considers some elements more than others when it comes to ranking.
Knowing these can make the difference between ranking on page six and getting a coveted spot on page one.
Of course, search engine optimisation is important for rankings but it is also important for the visitor’s experience.
We show you the most essential on-site SEO elements you should implement on your website. They will help increase your ranking along with boosting conversions and the visitor experience.
1. Emphasize your content
The first of our tips for essential on-site SEO is to emphasize your content. You might have heard that content is king and it is.
However, we are not talking about just any content. You have to provide content that is relevant to visitors.
This means your content should offer the answers and information that people search for using the search engine. User intent is essential when writing content as Google works hard to understand the semantics of user searches.
Semantic analysis means drawing meaning from the text
Content relevance is considered to be one of the most important on-site SEO elements for ranking. We say this as if your content is not relevant to what people search for it is not going to be seen as valuable by Google and other search engines.
So, how do you optimise content to ensure it is relevant? A good start is to analyse SERPs for your keywords to find out what type of content ranks well.
Of course, you should have a good understanding of the intent of your keywords. You should also research semantic similarities to your keywords and then optimise your content based on those keywords.
Write long-form content
Long-form content is a great way to offer both visitors and search engines what they want.
Content of around 2,300 words works extremely well and tends to bring in the most organic traffic. Gone are the days when you can write a 500-word blog post and see it rank well on search engines.
Of course, to write a long-form article you do have to become an authority on the subject you are talking about. You cannot just write for the sake of writing and stuff it with content. The content has to be concise, informative and interesting.
Optimising long-form content
To optimise long-form content with on-site SEO in mind you should research top-ranking pages of competitors and see what target keywords they use by analysing the content.
You should make use of semantically related keywords. These will help you to flesh out the content of long-form content and bring in additional sub-topics.
Make sure you provide answers to all the questions that the reader has about the topic and answer them fully.
Organise your content with tags
While semantic analysis is on the rise, SEO tags still have an important role to play in content creation.
By optimising and organising content by use of title tags and header tags it helps with communicating the syntax and intent of your content. It organises your content, making it much easier for readers to read and for search engines to find out what your content is about.
It helps to make the content easy to scan over and helps in passing the five-second rule.
The 5-second rule is having five seconds to engage readers when they start reading
How to optimise using tags for on-site SEO
To optimise your content using tags you need to include your most important keywords in the title tags, the page titles and the URL slug of the content.
You should break up long-form content using header sections using tags such as H2, H3, H4 and H5. These should include your keywords and related keywords.
2. Engaging with users
When designing websites and writing content you have to write with both search engines and people in mind.
You need to take a step back and look at your website with new eyes. This includes both the design and the content. What you are mainly looking for is how engaging the content is and how compelling your website is.
When considering on-site SEO elements Google considers user engagement an important ranking factor. User signals are an indicator of improvements you should make on your website.
Check the Pages per Session metric
Another essential on-site SEO element is to check how many pages users view before they leave your website. You can do this through the Pages per Session metric in Google Analytics.
This will also tell you the average session duration the user has spent on the website. It provides information about interactivity and engagement on your site. By checking this out you can tell the behavioural flow and this tells you about sales funnels or impeding conversions. Along with this, it provides information about how users engage and interact with your content and whether readers are reading more than one piece of content.
To optimise this you should check out pages with high bounce rates then look for opportunities and ways to encourage visitors to stay longer on your website or read more pages per session.
You might also want to add calls to action to help to encourage conversions and provide navigation in your content. To do this you can add links within the body content.
3. Your technical structure for on-site SEO
The technical structure of your website might affect user engagement and detract from keyword ranking.
When thinking about essential on-page SEO elements the technical side may not be your first thought. However, it is the foundation upon which everything related to SEO should be built upon.
To get your site indexed by search engines they need to crawl it. They do this via your sitemap.
You need to consider how search engines crawl your site during a session and you determine the crawl rate and crawl demand. The rate is how many requests can be made per second and the demand is determined by how often your site is crawled.
Crawl budgets can allow the webmaster of the site to prioritise what pages are crawled and indexed first.
How to optimise
First, make sure you have created a sitemap. This is easy to do via a plugin such as All in One SEO if you are on WordPress. There are alternative plugins and Jetpack can also provide you with a sitemap.
We especially like the one you get with AIOSEO as it gives you a sitemap showing pages, posts, etc.
You can also block pages you don’t want to be crawled or indexed by adding them to the disallow file in the robots.txt file.
Clean up redirects and set parameters for dynamic URLs to help optimise your website.
Check security measures
A valuable part of technical SEO is to have an HTTPS secure website. This tells people your website is secure and it is safe to make transactions. This is also a very important factor for Google in regards to Page Experience ranking.
What you don’t want to do is mix content or HTTP pages. This may often come about if making an SSL migration; however, it can come from any number of causes.
How to make optimisations
Ask your hosting provider about issues with SSL certification and the implementation of it on your website.
You can run a test crawl of your website to try to identify any errors with mixed content.
Put your sitemap in the robots.txt file to help optimise your website fully in regards to technical issues.
4. The importance of interlinking for on-site SEO
One valuable part of on-site SEO is interlinking. This is important from multiple perspectives including crawl, content and link building.
Think of internal links as doors that allow people to move freely from room to room. In this instance, the rooms are your other content.
A solid interlinking structure is essential but can also be difficult to achieve as your website grows older.
Creating organised interlinking on similar topics allows the lower pages from your website to gain some authority from those pages that have higher authority.
Another benefit is that it gives readers additional actions on your site. For instance, they can easily read more about a particular sub-topic or get access to another section of your website.
We hope you have found the above four essential on-site SEO elements to be useful and have looked at them against your website and optimised your site.
On-site SEO, including technical SEO, on-page SEO and off-page SEO are all important if you want to get your website into the top Google rankings.
If you require help ensuring your website is optimised click on the link below. We can help to fully optimise your site with all aspects of search engine optimisation.