Optimizing A Page On Your Website (Part 1)

02/15/2019

If you’ve done any research about SEO you’ve probably heard or read the words optimize and content. The word optimize is thrown around pretty loosely and is generally describing how you can improve your current SEO. Then there’s content, there are few SEO resources you’ll find that isn’t talking about content and how important it is as a centerpiece to any successful SEO strategy. This blog will get into a few specifics you can work on to greatly improve your on-site SEO strategy.

On-page Optimization

Think of on-page SEO optimization like the foundation of a successful campaign. While off-site SEO tactics are becoming more popular it’s still extremely important to take the time to get your on-page right. This will give you a solid base to work off of and increase your chances of success.

Your on-page SEO tells Google what the page is about so this can determine which keywords that page will rank for. There are several aspects on-page that you’ll want to take care of in order to rank for the keywords that are relevant to your page’s subject.

URLs

This can often be overlooked but your pages URL can do a lot for on-page SEO and it shows up within the search result. Always make sure that it reads well. It often helps to break the URL into sections that represent categories and subcategories, as well as the page itself. So if we’re looking at a service page it should look like “domain” > “category (i.e. services) > “subcategory” (i.e. surgery).

Titles

After you’ve planned out your pages URL it’s time to think about the title of the page. The title is a long time core on-page SEO factor and something with which you must find a good balance between readability and SEO. What that means is this title needs to clearly communicate the topic of the page to your users as well as Google.

Start by considering the amount of space that Google will display in it’s search results. A solid rule of thumb is to never exceed 65 characters. It doesn’t look great if your title is cut off in search results so try and stay within this limit to avoid Google displaying half of your page title.

Now for the SEO side, you want to make sure that you’re using relevant keywords in your title without it sounding “spammy”. Try to be as concise as you can be to make sure the topic is in the title so that your viewers and Google understand what the article is about.

Better Click Through Rate

Something that SEO teams around the world are constantly trying to optimize for is click through rate. In most cases, your CTR is going to be measured by the percentage of that page’s traffic that click on a certain link or take a specified action. For example, a call to action button that leads to a contact form. Your website can be a significant lead generation source if you’re thinking about how users are navigating it. For an internal page, we want them to digest what’s on the page and then use one of the call-to-actions on-page to turn that user into a lead.

Page Headers

Another tip for optimizing your on-page SEO is to focus on your page headers. Not only can proper use of headers improve the readability of your on-page content but it can also do a lot for your SEO.