On-Page SEO Tips From The Experts

Search algorithm updates that focus on content and user experience have brought along with them new on-page SEO strategies. While keywords still play an important role, relevancy and user experience are taking center stage in all SEO efforts. Rand Fishkin from Moz states that effective on-page optimization should:

A) Have the best opportunity to rank highly in Google and Bing

B) Earn traffic from social networks like Twitter, Facebook, LinkedIn, Google+, etc.

C) Be worthy of links and shares from across the web

D) Build your brand’s perception, trust, and potential to convert visitors

Here’s what Rand and many other influential SEO’s consider to be the most important elements of on-page SEO:

Provide Content That Makes A Difference

When content truly makes a difference, it provides unique value to the user. It can help to solve a problem or improve a process, for example. Adding interesting visual elements to your content is one easy way to add more value for users. If the content is useful and valuable to the user, it is much more likely that the content will be shared. We’ll talk more about why social sharing is so important later.

Create A Flawless User Experience

As noted by Brian Dean of Backlinko, Google has made no secret of the fact that page loading time is an important SEO ranking factor. A MunchWeb study found that 75% of users won’t return to a site that takes longer than four seconds to load, so it’s important that your pages load in under four seconds. Dean states the easiest way to reduce page loading time is to invest in a quality web hosting service.

Internal linking is important to user experience as well. From my own experience, I find internal links extremely helpful. I enjoy being directed to related content on a website and relevant, well-placed internal links do help keep me on a website longer. Dean states it’s a good practice to include internal links towards the beginning of your content because users tend to be more “click happy” when they enter your page. Again, from my own browsing habits I also find this to be true.

Clear, clean design and navigation are also an important elements of user experience. The number of steps it takes for a user to complete any action on the site should be as minimal as possible.  It’s now becoming clear that mobile-friendliness is no longer optional. Mobile-friendly design and fast loading time are both necessary for SEO. We’ll talk more about that later on as well.

Put Keywords Where They Belong

Keyword targeting is here to stay, but the way to do it for SEO has evolved. Here is what is still considered important when it comes to keywords (I used a mash-up of data from Moz, Whole Brain Marketing and Backlinko for this section):

Page Title

The page title is extremely important. A user wants to see the keyword they’ve searched for in your page title so they’ll know it’s worth a click. The primary keyword should be used at least once, preferably at the beginning of the title. Read more about writing great titles here.

Page/Meta Description

The meta description of your page is another place the primary keyword should appear. Don’t stuff the description with as many keywords as possible. Two to three keywords is a good limit. The goal of the meta description should be to compel the user to click on the link, so be specific and explain how the page creates value. Search terms are also bolded in the page description which can help increase your page’s visibility to the user. Remember, the page description will be cut off after 155 characters on the search results page.

Body Headlines

Much like the page title, including the targeted keyword in the headlines of the page is a way to let the user and search engines know your content is relevant to the search.

Body Copy

Get right to the point in your content by including your keyword within at least the first 150 words. This not only helps SEO but your reader as well (we have short attention spans). And again, don’t stuff your content with tons of keywords. Follow the two to three keyword strategy from the description for your copy as well.

Page URL

Most content management systems today will generate a URL for the page based on its title. If your title is already optimized with a keyword, the URL will be optimized as well. Also, URLs will serve as anchor text around the web when people share your content, so they should fully optimized.

Images

Images are often forgotten because they’re not known for high traffic or conversions. However, images should be optimized for at least one keyword. If anything, it will help emphasize the topic of your content and improve your search rankings. Besides including the primary keyword in the title of the saved image file and alt text for your code, adding a title or caption for the image in the text with the keyword can be helpful as well. Also, when an image is linked, the alt attribute is viewed like anchor text by search engines.

Outbound & Inbound Links

Using outbound link keywords to authoritative sites has been shown to increase page rank. Linking to relevant sites with high page ranks helps Google better understand what your site is all about. Additionally, users find value in being directed to related content and this added value can contribute to return visits. As for internal linking, a user should be able to find a page in no more than four clicks or three clicks if the site is smaller. It’s also always a good idea to link to relevant pages on your site within the content or post, as we talked about in the User Experience section.

Meta Keywords

Meta keywords are so yesterday. Google announced way back in 2009 that meta keywords are no longer used to determine rankings. Therefore, you can forget about using meta keywords in your on-page SEO strategy forever.

Make Content Easy to Share

Social sharing buttons are key for this component of on-page SEO. There’s no need to include a social sharing button for every social network on the web though. Just focus on the networks your target audience uses most. Social proof is extremely important for any business because it helps instill customer trust. Google also takes social proof into account for search rankings as it helps determine how relevant users found the site’s content. A study by BrightEdge found that making social sharing buttons easy to see and use can increase social sharing by 700%. Obviously, the use of social sharing buttons is an on-page SEO opportunity that shouldn’t be missed.

Design For Use On Any Device

Web traffic is becoming increasingly mobile. Is your site responsive (meaning the design of your site is optimized for all screen sizes)? According to Frank Isca of The Weidert Group, Google prefers responsive sites over ones that have a separate sites for desktop and mobile. Leverage responsive web design to provide a better user experience and to prevent double SEO work for two sites (one on the m. domain and one on your regular domain). Also, as Rand from Moz says,

If you’re not optimized for all devices, you’re missing critical opportunities for amplification to a broader audience.

Let The Crawlers/Bots Find You

Making sure your pages can be found by the search engines is another critical piece of on-page SEO. Follow these guidelines from Moz when it comes to being crawler/bot accessible:

  • Avoid duplicate content: If you have identical content on two different URLs of your pages, use the rel=canonical tag to direct the bots to the original page
  • Follow best practices for URLS: They shouldn’t be too long, should be static instead of dynamic and should be included in the correct RSS feeds or XML sitemaps
  • Don’t make the mistake of blocking bots: While it’s ok to block bots from certain content, be extremely careful that you don’t stop them from indexing your important pages
  • Use the proper redirects: Make sure you are using the right codes and protocol when you have to redirect your content (read this article on best practices for SEO redirection)

Take Advantage of Additional Markup (Authorship, Rich Snippets, Etc.)

There are many new ways to include additional markup for your content in search engine listings, such as Google Authorship and Rich Snippets. Rand from Moz suggests identifying the markup that will  provide the most value to your potential customers. Avoid using every additional markup that’s out there because it could be damaging to your online reputation. Learn more about rich snippets here.

Conclusion

While on-page SEO is needed to achieve higher rankings in search results, content is truly the key. When the content provides unique value to the audience, many of the other on-page SEO elements, such as social sharing, will naturally take place. Following the key practices of on-page SEO will help your content perform at its best and help make the most of your content marketing efforts.

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Want to Design an SEO-Friendly Website? Be User-Friendly Instead.

Web DesignWhen you think about design for your website, you’re not only going to be determining the layout, colors and font. The most important thing for you to consider is the overall user experience. A good user experience will make customers more likely to stay on your site and perform the actions your site is intended for, like make a purchase or request more information. Thoughtful design will also make your site easier for search engines to crawl, which will improve your ranking in the search results, and in turn, revenue or conversions for your site.

Here are some tips on how to design a user-friendly and SEO-friendly website:

1) Pick One Target Audience

It’s not a good idea to try to create a website design meant to appeal to more than one target audience. If you try to satisfy everyone, you’ll end up satisfying no one. Find out which customer segment most frequently visits your website and tailor your website to that one segment.

Now that you know your target audience, you need to do lots of research to truly understand your customer. You need to know how they browse the web (mobile? desktop?) and what they want to find on your site. What keywords do they search for? What stage of the buying process are they in – research or purchase? You should also establish how your customer likes to be communicated with. Does your product or service require a more formal tone or can you be more laid-back? Choose your voice and be consistent throughout your site.

Along with researching your target customer, you need to analyze your competitor’s sites. Find out what methods they’re using to accomplish their goals and whether or not those methods are successful. See what they are offering customers and find a way to offer something better with your site that will set you apart. Also, learn what keywords your competitors are targeting. You can use tools such as Moz’s Open Site Explorer to gain insight into your competitors.

2) Architecture

When you begin constructing the architecture of your site, your business’s mission should be the foundation. As you design each page, you should be able to determine how the page will impact your mission so you can create a structure and user experience that will bring the best possible results.

Websites that are architected correctly organize content into related categories that use intelligent internal linking. Check out this infographic of a silo structure from Trond Lyngbø at Search Engine Land. Using a silo structure of Home – Category- Sub-Category – Topic – Content makes it easy for customers to find exactly what they’re looking for and navigate quickly through many different pages on your site.

3) Design

Appearance

As I mentioned earlier, design encompasses much more than just the appearance of your site. However, the appearance is still extremely important. You don’t want to over-design your site. If a user can’t find what they’re looking for in as little as three seconds, they’re going to leave. You want your website design to facilitate your customer’s course of action, not inhibit it. Think about if there are any extra, unnecessary steps that are blocking your customer from their ultimate goal. For example, years ago it was trendy to have a fancy introduction page for your site. Today, if users are blocked from the content they want by some useless, minute-long introduction, they’re definitely going to leave.

When you’re choosing your web designer or agency, research your needs and determine a realistic budget. Then find a web designer or agency who can deliver what you need. If you’re a small company, you probably don’t need a huge, super-expensive agency. But you shouldn’t just hire the cheapest designer you can find either. You’ll get what you pay for in terms of design quality.

Content

Your content should be designed around a call to action. Don’t leave your customer wondering what they should do next on your page. Have a clear call to action that will help your customer get exactly what your content has been guiding them towards. If they’re in the research stage, you can offer a free white paper download. If they’re ready to purchase, get them to your shopping cart in one click.

Having great content is important, and continuously updating your content goes hand-in-hand with that. New, fresh content has a number of benefits for your site including showing your customers that you are a thought leader in your industry as well as causing your site to be crawled more often by search engines.

The keywords you choose are also an important part of your site design. You should include relevant keywords in your titles, urls and categories. Good titles will help draw users to your site much like an enticing news headline. Including keywords in your page titles will also improve your page rank for those terms. By including keywords in your urls and categories, you help improve the ease of navigating your site, not to mention SEO. There are a number of keyword research tools available you can use for free, like the Google AdWords Keyword Planner.

4) Maintenance

One thing you should avoid is taking all the time and effort needed to create a flawless experience for your users only to never check on your site’s performance again. Just like you want to test your site before you make changes, you should continuously check your site to make sure it is still working as it should. Put systems in place to make sure your links are still functioning. Do continuous competitive analysis, keyword research and usability testing. Monitor your site analytics to see what works and what doesn’t so you can keep evolving your content to fit customer needs. User experience and design is not a one-time endeavor but a continuous process that your organization will need to commit to in order to stay ahead of the competition and keep users engaged with your site.

What do you think is the best way to make your site more user-friendly? How can you use web design to improve SEO? Leave your comments below.

More Reading

I referenced these articles to create this post. Check them out!

The Pillars Of Strategic SEO & A Primer On Website Design – Trond Lyngbø

SEO Web Design Methodology – Bruce Clay, Inc.

8 Web Design Mistakes Small Businesses Make – Illya Pozin