How to do on-page SEO - tips and recommendations
Does your SEO strategy need some work? Read our guide to on-page SEO for expert insights and tips.
Target the right keywords
To get the right people seeing your content, you need to find out what they’re searching for. Keyword research is an essential first step when creating or optimising content. You can use free keyword research tools or make use of an agency for a thorough analysis of the opportunities and potential for ranking.
If you can, opt for long-tail keywords that are more specific to your audience’s search and have less competition. And make sure the keywords you focus on match your target user’s intent.
Optimising HTML headings such as H1s, H2s and H3s for keywords and user intent is essential for getting your content ranking. Try to include the main keyword at the start of your H1 and don’t exceed 60 characters.
The H1 is the first thing readers see when they enter your page - make it engaging to retain potential customers.
Metadata is the title and description information that is found in the source code and comes up in search engine results. The meta title and meta description can be amended in your CMS. This data should be within character limits and include relevant keywords to help search engines determine the purpose of the page.
Optimising this information to draw-in users can be key when it comes to increasing your click through rate.
Optimise images and media
Like copy and headings, images and video should also be optimised for SEO. This involves ensuring they are the right size and format, including keywords in the file name and adding alternative text that is descriptive and contains relevant keywords.
Reduce page speed
Slow page loading times have a negative impact on traffic and user engagement. Some strategies you can take to reduce page speed include tidying your CCS and HTML and reducing media sizes.
Create quality topic cluster content
You won’t get far optimising for SEO without quality content that is relevant and useful to your audience. A content strategy should include content that answers questions, solves issues, informs and inspires in order to attract, engage and retain users.
We approach SEO content with a topic cluster mindset - helping clients to build a strong body of content related to a particular topic in order to show search engines that they are the authority in their space.
Build an internal linking structure
Internal links show search engines the most important pages on your site and can help to build up SEO topic clusters. Pay attention to the anchor link text - it should include the keyword of the linked-to page whilst sounding natural in context.
Implement responsive design
With more and more people browsing the web via their mobile devices, you need to ensure your online content is mobile friendly. Responsive design needs to be considered for new and existing pages on your website.
Featured snippets optimisation
Featured snippets are highlighted excerpts of text that appear at the top of a Google search results page.
Getting your content ranking in this ‘position zero’ can require keyword optimisation and changes to the format of your content. For example, when done well, bullet point lists or tables can help your content rank in different types of snippets.
However, if you’re not already ranking on page one, it’s very unlikely you’ll get featured.
Optimising for accessibility
Ensuring your website is accessible for all users is becoming an increasingly important factor for SEO.
You can’t consider search engine algorithms alone. Content and headings need to be optimised for real users to ensure they are clear, readable and engaging.
For example, the copy on your website needs to be read and interpreted by devices such as screen readers. Headings need to be descriptive and relevant for people using these types of technologies to navigate through your website.
Find more tips and SEO quick wins to boost your rankings.