12 On Page SEO Techniques to Improve Search Ranking

12 On Page SEO Techniques

In this ‘On Page SEO Techniques’ guide, we will share the steps that should be followed to achieve an optimized webpage.  These points are what search engines are looking at on your webpage when determining search result rankings.  Having your website optimized helps the search engine spiders categorize and index your webpage faster which returns your webpage up in the most relevant search results.

Not sure yet on what is SEO?  Click the following to understand what exactly is SEO.

  1. Keywords in the title tag

 When Google looks at your webpage, its looking for a number of things to help it determine what your page is about.  One of the things it looks at is the title.  Your title needs to be relevant to the webpage topic but also include the keywords that you want to rank for in the search results.

Google puts more weight on words found at the beginning of your title than at the end, so it’s recommended that your title begins with your chosen keywords.


For example, if you decided to rank for the keyword “workout routine” and there’s another webpage trying to rank for the same phrase, the title is the first thing the search engine will look at to determine what the page is about.

See these two examples of webpage titles below:


  1. Workout Routine: 6 Exercises for a Stronger Core
  2. How to Build a Stronger Core with This Workout Routine.


Google would see headline ‘a’ as being more defined about the topic of “workout routine” than headline ‘b’.  This is because the keyword is at the start of the title and it is very easy for the search engine to identify what the webpage is about.  Headline ‘b’ is a sentence with many stop words.  The search engine must determine the keywords in the title and then interpret the sentence to categorize it.  Do you see how much more effort must be done to find the keywords in the second title compared to the first?  Therefore, adding your keywords at the beginning of the title is advised to achieve a strong optimized webpage.


Action Step:  Include your target keyword in the beginning of your title tag.


  1. SEO-Friendly URL

Search engines look at your URL as a clue to determine the topic of your page.  The easier it is for them to identify the page topic, the more confident they’ll be about ranking the page for your target keyword.  To optimize your URL it should be short, sweet, and include keywords that you’re trying to rank for.

Look at your URL, does it look something like this:


If so, then you have some work to do.  The example above is a non-optimized webpage URL.  This is because it’s not easy to see what the name of this page is.

An optimized URL looks like the following:


You can see immediately that the URL is much cleaner than before. After the domain name of the webpage, It’s easy to identify the name of that page and the keywords that are being targeted.  In this example, the keyword and page name is the word ‘Name’.

Action Step:  Make your URL short, easily recognisable and to include your target keywords.


  1. Use Outbound Links


An outbound link is a link which connects your webpage to another website.   An example of an outbound link looks like “THIS”.  If a user clicks on a link, they will be taken to the website behind the link.

Google wants to see you as an active member of the web.  This means not keeping users and page rank to yourself.  There’s valuable content out there; If you share it and reference it, you won’t just benefit but people will appreciate you for sharing it.  If you don’t link to other websites, then it looks like you’re not an active member of the online community.  This can damage your ability to rank highly in the search results, so its highly recommended that you include outbound links throughout your webpage.


Action Step: Include 4-8 outbound links to related websites.  The longer your article, the more outbound links you should use. 


  1. Use Inbound Links


Just like you’ve placed outbound links in your webpage, inbound links just as important.  An inbound link looks the same as an outbound link but the difference is when clicked on, it directs the user to another page on your website.  The text used for an inbound link is an indication to the search engine the topic of the webpage.  For example, if I have a website about health & fitness, my home page might have an internal link to the “Workout routine” page.  This means somewhere in the on the page I’d want to put the words “Workout routine” and have that as a link to my workout routine webpage.

The other benefit of having inbound links is that it sends the search engine spiders to other pages on your website to get indexed.  This in turn enables your entire website to be seen by the spiders and categorized accordingly.


Action Step:  Include Inbound links on every page of your website.  Each page should link to every other webpage.


  1. Include Your Keywords at the Beginning of Your Post


Similar with the title tag, Google pays close attention to WHERE a keyword appears on your page.  The earlier it appears; the more important Google believes it must be.  By Google identifying your keywords in the first paragraph of your page text as well as your title, it highlights that these words are important. What you don’t want to do however is overuse the keyword in your text.  If you do then it looks like you’re using keywords frequently, for page ranking purposes.  When creating your webpage, Google wants it to be “natural”. This means for you to create your webpage without SEO in mind.  That’s why if you spam your page with keywords, it might look “unnatural” and hurt your page ranking.


Action Step:  Include your target keywords in the first paragraph of your page.


  1. Put your keywords in the in the H1 Tag.


Your H1 tag is like your page’s sub headline.  It is another tag that search engines look at when categorizing your webpage.  It doesn’t have as much impact to your SEO as the title, but it’s still a contributing factor.

Not every webpage uses a H1 tag, but that doesn’t mean you shouldn’t use it to help Google out when indexing your page.

To check if your target keyword is wrapped in the H1 tag; Open the page’s source code (Ctrl + U) and search for the article’s title.  If it’s surrounded by a H1 tag (<H1>Title</H1>) then no action is required.  If it’s not, then you should look into putting the H1 tag around the headline.


Action Step:  Make Sure Your Keyword is in a H1 Tag.


  1. Use keywords in the meta description


By now I’m sure you will see what we’re trying to do here by placing keywords in strategic places to let Google and the other search engines know what our page is about.  The meta description is a simple summary of your page’s content.  It is also an important aspect of on-page SEO.  The meta description should contain two or three sentences describing the content of the webpage.  The text should be unique and contain the keywords that you’re trying to rank for.  An example of a good meta description looks like:


Well Optimized Meta tag Description for On Page SEO Techniques


This is the meta description of our blog post “The importance of SEO for Online Business“.


Action Step:  Add a meta description to your webpage and include your keywords.


  1. Short Loading Speed


Website speed has an impact on your search engine rankings.  Google has stated that page speed is one of the factors that it looks at when determining a webpage rank.  As google wants to provide the best user experience, it doesn’t want to provide a list of poor performing websites.


To evaluate and improve your site’s loading speed check out Google’s Page Speed Insights tool.


Action Step:  Use the Google Page Speed Insights Tool to Determine your Site’s Loading Speed.  If using WordPress, lookup plugins “Rocket Lazy Load” and “Smush Image Compression and Optimization” to help speed things up.


  1. Add Alt Descriptions to images


An image alt description is an alternative description for the image.  Originally created to help visually impaired users, alt tags are widely used now for SEO as it is again another factor that search engines look at to determine the topic of a webpage.  Due to it being an SEO factor and a description for disabled users, it’s rather important that we add alt tags to images.  When adding text to the alt tag, use text which will be helpful to the visually impaired user.  Do not see this as an opportunity to stuff all your keywords into the alt description as this will be helpful to no one.


Action Step:  Add descriptions to all image alt tags.


  1. Cut Bounce Rate

 On Page SEO Techniques - Cut Bounce Rate

If you want an in depth look at what bounce rate is then click here.  To summarise, the bounce rate is the percentage of visitors who enter your website and then leave it without clicking on another page.  Having a high bounce rate is an SEO and Conversion killer.  It’s a metric which needs to be monitored VERY CLOSELY. 


If Google sees people bouncing from your page back to the search results, it’s a clear sign that you’re not a quality or relevant result for their users.  This means they’ll drop you from that search results page.

When a visitor first enters a landing page, they’re more inclined to click something, whether that be an action button, or onto another page.  It’s important that you structure the landing page to encourage users to act and journey deeper into your site rather than click the back button and leave.  There’s many techniques we can use to keep visitors engaged in our website. Listed below are a few of those techniques to get you started.


  • Have internal links at the top of your page – Having internal links is crucial as it directs traffic to other pages of your website.
  • Use Multimedia on your page – Multimedia is great because it keeps your audience’s attention. You want to keep visitors on your website and using a video is a great way to do that.  A visitor is far more likely to watch a 1 minute video than read multiple paragraphs of text explaining the same thing.
  • Be smartphone friendly – A website which is both “smartphone friendly” and “desktop friendly” is known as a responsive website. This means that the website is optimized for both devices and neither device will occur any visual limitation unlike a non-responsive site.  Smartphone usage for web browsing has overtaken desktop usage.  Don’t alienate all those smartphone users because your site isn’t responsive.


Action Step:  Keep your bounce rate low by introducing the following to your landing page:

    1. Add Internal links
    2. Images, Videos, Blog posts, Podcasts…any multimedia that visitors will find engaging add to your page.


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