In today’s digital age, having a solid online presence is critical for any business or organisation. But with millions of business websites vying for attention, how do you ensure that your website stands out? Enter on-page SEO, the secret recipe for optimising your business website to rank higher in search engine results pages (SERPs). On-page SEO involves fine-tuning individual web pages to make them more relevant, user-friendly, and high-quality. In this article, we’ll dive into the four key ingredients of on-page SEO: page relevance, user experience, content quality, and keyword density.
Page relevance refers to how closely a page’s content matches a user’s search query. Search engines use various algorithms to determine page relevance. One of the most critical factors in page relevance is the page title. The title should contain relevant keywords that accurately describe the page’s content. Additionally, the URL structure should be concise and descriptive, including relevant keywords where possible.
Another crucial factor in page relevance is internal linking. Internal linking involves linking to other relevant pages within your website. This helps search engines understand the content of your site and how it relates to other pages. Internal linking also helps users navigate your site more easily, leading to improved user experience.
User experience (UX) is the overall experience a user has when interacting with your website. A positive UX is critical in on-page SEO because search engines prioritise websites that provide users with the best experience. A website with poor UX will have a higher bounce rate, which negatively affects its search engine rankings.
One of the most critical factors in UX is page load speed. Slow-loading pages can frustrate users and lead to a higher bounce rate. To improve page load speed, optimise images and videos, and use a content delivery network (CDN). Additionally, make sure your website is mobile-friendly. More and more people are using their mobile devices to browse the internet, so having a mobile-friendly website is essential.
Another crucial factor in UX is website design. A well-designed website with a clear layout and easy navigation helps users find what they are looking for quickly. Additionally, a website with a clear call-to-action (CTA) helps users take the desired action, such as filling out a form or making a purchase.
Content quality is another essential factor in on-page SEO. High-quality content helps search engines understand your website’s topic and relevance. Additionally, high-quality content can help attract backlinks from other websites, which is another critical factor in search engine rankings.
To create high-quality content, make sure it is original, informative, and engaging. Use relevant keywords where appropriate, but avoid keyword stuffing. Additionally, use headings and subheadings to break up content and make it easier to read.
Keyword density refers to the number of times a specific keyword appears in a piece of content, expressed as a percentage of the total word count. In the context of on-page SEO, maintaining an optimal keyword density helps search engines understand the relevancy of your content to specific search terms.
For a 100-word article, the ideal keyword density is typically around one to two per cent, meaning the target keyword should appear once or twice. However, it’s crucial to prioritise natural language and readability over strict keyword density ratios. Overusing keywords, or keyword stuffing, can lead to search engine penalties and a poor user experience.
On-page SEO is essential for any website that wants to rank higher in search engine results pages. To optimise your website for search engines, focus on page relevance, user experience, content quality, and keyword density. By prioritising these factors, you can create a website that not only ranks higher in search engine results pages but also provides users with a positive experience. Remember, SEO is an ongoing process, so continue to monitor and improve your website’s on-page SEO over time.
Improve your on-page SEO with the help of Digital Marketing Scotland. We are an SEO agency in Glasgow that offer a range of digital marketing services to help you maximise your business potential. Our search engine optimisation experts deliver a top-quality service that will rank your website and beat out the competition. Get in touch with us today!