What Is On-Page Optimisation? Find out in this article.

DSM Digital School of Marketing - on-page optimisation

On-page optimisation (which is also called on-page SEO) is the practice of optimising individual web pages in order to rank higher as well as earn more relevant traffic in search engines. ‘On-page’ refers to both the content and HTML source code of a page which can be optimised, as opposed to off-page SEO which refers to links and other outside signals.

Analysis And Monitoring As Prerequisites For On-Page Optimisation

Effective on-page optimisation requires a blend of several factors. Two fundamental things to have in place if you have the intention of improving your performance in a structured way are analysis as well as regular monitoring.

There is very little benefit in optimising the structure or content of a website if the process isn’t geared to attaining goals and isn’t built on a comprehensive assessment of the underlying issues.

In extreme cases, on-page optimisation measures that aren’t based on a solid, evidence-based plan may have the opposite effect to that desired ones – potentially harming the stability of keyword rankings or causing a drop in conversion rates.

Why On-Page SEO Is Important?

On-page optimisation is important as it assists search engines with understanding your website and its content, in addition to identifying if it is appropriate to a searcher’s query.  As search engines become more complex, there is a greater focus on the SERPs.

Google, with its glut of complex algorithms, is now much better at:

  • Understanding what users are really searching for when they type a query.
  • Delivering search results which meet user intent (informational, shopping, navigational).

Adapting to this development is vital, and you can do it by guaranteeing that your website and its content – both what can be seen by users on your webpages (i.e., text, images, video or – alternatively – audio) as well as elements that can only be seen by search engines (i.e., HTML tags, structured data) – are well-optimised according to the latest best practices.

Why Content Is Key In On-Page Optimisation

The content of a web page is what makes it worthy of a position in a search result. It is what the user came to view, thus it is extremely valuable to the search engines. As such, it is very important to put together good content.

But what actually is good content?

From an SEO point of view, all great content has two qualities. Good content must:

  • Supply a demand, and
  • Be linkable.

Good Content Supplies A Demand

Just like the world’s markets, information is influenced by supply and demand. The greatest content is that which does the best job of providing the largest demand.

Good Content Is Linkable

From an SEO viewpoint, there is definitely no distinction between the best and worst content on the Internet if it is not linkable. If individuals can’t link to it, it is unlikely that search engines will rank it. As a result, the content will not function to drive traffic to a specific website.

Unfortunately, this takes place a lot more often than you might think. A few instances of this include:

  • AJAX-powered image slide shows,
  • Content only accessible after logging in, as well as
  • Content which can’t be replicated or shared.

Content which doesn’t supply a demand or is not linkable is bad in the eyes of the search engines—and most likely some people’s eyes, too.

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