On-Page SEO: Optimising the Search Engine Rankings Metrics

Magnifying glass focusing on the term 'SEO' amidst a doodle of search engine ranking factors on a vibrant yellow background.

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

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

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

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

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.

Final Thoughts

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!

Why choose Digital Marketing Scotland?

Connect with us today to schedule your free consultation. Let Digital Marketing Scotland guide you to digital marketing success, leveraging our expertise to enhance your online presence and drive meaningful engagement.

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Wendy Harris
Creating a website is way more than making it pretty. My business is centred around conversations yet the language is hugely different when it comes to digital web design. DMS, particularly Sammie, was able to guide me through the process of combining two historic websites and combining them so the narrative is (the feedback is resounding) 'crystal clear'. Not only that but my website looks amazing and navigates well for any user. One lady told me she got so distracted she went down lots of rabbit holes she wasn't expecting. When you get attention like that, it's priceless. If you're reading this and have been unsure what to do with your website, get in touch with Sammie. You won't regret it. Above and beyond is definitely better than smoke and mirrors.
James McCormack
Neil and the team were fantastic from first introduction through to planning and building our new website. we were that impressed we have new tasked digital marketing scotland with our site management, SEO and have asked them to run our next online marketing campaign. Thanks a lot guys!!! very, very impressed James Ayrshire Trade Frames
Natalie's Decor & Design
We have been working with Colin and the team at Digital Marketing Scotland on a branding project for my business. Their knowledge and expertise is out of this world! I would not have been able to do what we are doing without them. Highly recommend Colin and the team for all your marketing needs!
Michelle Yamamoto
Colin is a true pro with a wealth of knowledge to share with his clients. In addition to SEO consulting, he also gave great advice on marketing my company as a business consultant would and I am so grateful for that. Highly recommended.
Alison Banks
Colin was really responsive and helpful and we are looking forward to working with him in the future to help us grow our business.
Elspeth Goldie
A website upgrade was completed very professionally! Our input was the starting point and along side the expertise of the team we were able to create the perfect finish. Samantha's videos really helped to explain how to view the changes and add comments. First class service - would highly recommend!
Gavin Brown
We approached Digital Marketing Scotland to assist us with a rebrand project. We had a reasonably good idea of what we needed and briefed Neil accordingly. What impressed me about their work was that it didn’t result in endless meetings and design tweaks. He immediately understood what we needed and delivered a compelling identity for our sister company that is strong enough to stand independently and consistent with our overall brand identity. We will use Digital Marketing Scotland again without question.
Jennifer Drummond
Colin delivered SEO training to myself and colleagues in June 2023. He pitched the training perfectly for the room who had a mix of knowledge and experience, and gave us some really practical tips to improve our performance. Would definitely recommend Colin and Digital Marketing Scotland and would be happy to commission for training again.
Stuart Murray
We've worked with Colin a few times now re our online furniture business, Retrovintage. Colin has provided consultancy and link building services. He's approachable, available, communicative and supportive and we've seen real concrete results from our link building project, in terms of considerably improved Google rankings and website visitors.
Langside Bed & Breakfast
Digital Marketing Scotland built us a new website as our previous one wasn't working as well as it should. Samantha and Colin were amazing to deal with and very patient all the way throughout the build. They helped us set up hosting and also set up a business email for us too. They have always been on hand to carry out changes and updates to the site. Highly recommend them to anyone looking to build or redevelop their website.