On Page SEO: Vital for a Website’s Success on Search

The web page should be seen as a paramount vehicle for moving search engines.

by Elizabeth Kirwin

So many website owners embrace blog build outs with original content, the accumulation of relevant links and guest blogging.  Many also agree to publish and distribute press releases and articles to highly respected sources online.  These are effective online marketing techniques for sure.

But why not start with a good foundation, such as optimizing individual web pages? Logically, this will bolster those other content strategies both onsite and offsite. On page SEO is often ignored – at the website owner’s peril.   Every web page is uniquely recognized by search engines as an URL – or as a website in itself.  On the fly changes to web pages as well as  deep editorial changes are recognized as search engines ‘see’ time stamps and scrape new content.  Content can be changed and modified.

On page SEO must be done on the front end, so visitors (including search robots)  actually see the changes and keywords on page.  At the same time, these same target keyprhases must be embedded in the back end in the page title and description. The Best On Page SEO is a mirror. Front and back end target keywords match up. Search engines receive this reflective information and can now accurately rank and identify pages properly.

Here are a few tips to achieve excellence in On Page SEO:

Keyword Selection:  Select keywords that are actually relevant to web page content.  Here is how to identify these keyphrases from the long list.  Keywords selected can easily be worked into subheads and body content, without sounding awkward.

Internal Linking:  Always link to other pages of the website and/or blog. Make sure these links make sense. If the user should click on this link, it should land them on a page relevant to content he or she is reading. Also, strive to hotlink keywords for higher recognition on search engines.

External Linking:  Best practices for On Page SEO include external links to related websites. Again, this means the external link selected must be relevant and naturally exist in web page content. Highlight the place to be linked and embed the external URL. Do not forget to check ‘open link in a different window’ so that the website visitor is not re-directed off page.

Keyphrase Optimization Points On Page:  If key phrases are not easily built into body text, then use them as subheads. Effective subheads include a target keyphrase or two and summarize paragraph contents.

Keypharse variation is the objective of any web page enhancement. Select 6-8  key phrases that most closely match web page content and reiterate on the back end.  If a website SEO expert sticks to these best practices for web page optimization, the web page and website will move upward in organic rankings.

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