Search Engine Optimisation, or SEO for short, is a crucial tool in every marketers arsenal. With 51% of all website traffic coming from organic search, businesses in 2019 cannot afford to run a website that is not fully optimised for websites. The average traffic share that is generated by a website landing in the first five results on Google is a whopping 91.5%! Not only that, good SEO practises will improve the usability and user experience of your website. SEO can seem like a minefield to a beginner, and it can be difficult to cut through all of the available information and jargon to know exactly what to do to get your site up to scratch. But never fear! We have compiled a beginners guide to on page SEO where we have listed a multitude of simple steps you can take to improve your website and help it to become a driving force towards growing your business. And if you’re looking for a little more help, why not get in touch with Koncept today? Our experienced team are waiting to help you achieve your business goals. For now, though, read on for Koncept’s guide to on page SEO!
The difference between on page and off page SEO
SEO is generally divided into two categories: on page and off page. But what’s the difference, and why differentiate in the first page? On page SEO is everything to do with optimising your website to be as search engine friendly as possible. Off page SEO involves anything you can do to promote your website online. This most commonly takes the form of social media marketing and link building. Link building involves other websites linking back to yours which, in the eyes of a search engine, increases the trustworthiness of your site, making it more likely to rank higher. Social media is a large part of this, as popular and regularly updated social media feeds that link back to your website help with building trust. There is, however, very little point in focusing your energy on off page SEO until your on page SEO is up to scratch. No matter how many great links you build or how many followers you have, nothing will be able to make up for a badly put together, unoptimised page.
How to utilise on page SEO to optimise your website for search engines
There are a number of great techniques to optimise your website for search engines. For a crash course, we have compiled our top 7 techniques that you can put in place instantly to improve your website. But before we go on, we need to clear up some jargon first. We will use the word content throughout – this simply refers to any text on your website. We will be referring to keywords throughout – keywords are words or phrases that can be placed in your content to help it rank for certain search terms. For example, if you are a florist based in Norwich that specialises in houseplants, you may want to include ‘buy houseplants in Norwich’ within your website content as a way to rank for that search term.
1. Use keywords in your URLs
Modifying the URLs of your website pages and using keywords is crucially important for good SEO practice. Ugly URLs are unattractive, so modifying them will also improve the user experience. Make sure to keep them short and sweet though!
2. Pay attention to header tags
Wrapping your main title and subtitle in <h1> and <h2> tags, respectively, is incredibly important as it quickly tells search engines what your content is going to be about. This helps it find and display your site for relevant searches.
3. Engage your audience with images and video
Images and video are fantastic tools for engaging visitors to your website. One factor that search engines look for is the length of time users stay on your website, as well as the number of users that will click on to your site and immediately click away – this is called the bounce rate. Images and video can help to reduce bounce rate and increase time on page – a double win!
4. Don’t overdo it with the keywords
While keywords are important, it’s also important to know that search engines will penalise websites that overuse them. This is called keyword stuffing, so while you may think that a blank page on your website stuffed full of keywords and keywords only will shoot you up the rankings, you’d be very wrong. Best practise is to pepper your content with keywords, especially within the first 100 words.
5. Link building goes both ways
We mentioned the importance of link building for off site SEO earlier, but linking out to other trustworthy and relevant websites within your content is a great optimisation technique. Your website will rank higher if you include outbound links! It’s also good practise to include internal links to other pages on your website.
6. Optimise your images, too!
Just as you can optimise your URLs, you can also optimise images too by editing their file names. Including keywords in the filename is good practise. You can also edit what’s called alt-text – that text you see when your cursor rolls over an image – to be optimised with keywords. This detailed approach will make you an SEO winner in the long run!
7. Longer is better
If you have the opportunity to do so, posting regular blogs or other pieces of keyword optimised content to your website can help it rank higher. Generally, websites with long content do better than those populated with lots of snippets of smaller content.
We hope you’ve found these tips helpful, but if you feel like you need a little bit more help and advise, contact Koncept today!