13 Important On-Page SEO Factors You Should Know

Wakas Javed
on-page SEO
On-Page SEO is the process of optimizing page content, tags, site structure, and internal links to increase the search visibility of a webpage or website.

Search Engine Optimization (SEO) is an ongoing process that never ends if you want to stay on top of the search engine results pages SERPs.

You may have reached the top of SERPs today, but the job of an SEO expert never ends.

Any changes to Google’s algorithms or competitor’s content could knock you off that top spot, meaning you’ll need to keep up with on-page SEO changes.

So, On-page SEO is the most critical part of an optimization campaign, but before we dive into that, it is necessary to understand how Google and other search engines work.

How Do Search Engines Work?

Search engines send robots or spiders to surf the internet. They follow links from one website to another and build a content map called a search index.

While browsing a website, this robot also evaluates its content and determines what kind of information it contains.

how search engines works
Image Source: Moz

This data is then evaluated by search engine algorithms to determine how well the content on a particular website responds to user requests or search queries.The better it answers the questions, the higher it will rank in the SERPs.

Google always hunts for the best possible results, so the Google algorithm regularly updates. This process leads to ranking changes that require someone to change on-page SEO to improve or secure the rankings.

To better understand how search engines work read our post on that.

What Is On-Page SEO & Why It is Necessary?

On-page SEO, sometimes called on-site SEO, is the process of changing page content, tags, image optimization, and internal links to increase search visibility and increase traffic from search engines.

In other words, it is a means of optimizing your website so that search engines understand your website better and rank it on SERPs.

On-page SEO helps search engines interpret your website and content and evaluate whether it makes sense to search for the searches that users make.

An optimized website means a better ranking in search results. And for sure, it brings a lot of benefits.

The first is the amount of traffic.On-Page SEOThe top five organic results on a search page get 67.60% of all clicks. The next five results make up just 3.73% and it fell from there. So if you want to get organic traffic, you have to be on the top of SERPs.

The Second, top-ranked websites have a much better click-through rate (CTR). The first mobile search results on Google have an average organic Click-Through-Rate (CTR) of 26.9%.

Hopefully, by this point, you have understood the importance of on-page SEO.

Important On-Page SEO Factors

On-Page SEO is generally categorize into three categories; content, HTML, and site structure. We’ll articulate each of them one by one.


It is a common phrase in the search community: content is king.

The content of a page makes it worthy of a position in the search results. Users visit a website to see the content, so search engines love the unique, relevant, and informative content. Google recommends Helpful content written by people for the people.

click through rateYour content must be relevant to the search and genuinely useful for the readers. If the quality of the content is low or ineffective, nobody will come back to your website cause of a low Click-Through-Rate (CTR). Ultimately the authority and rankings of your website will drop.

Find out what kind of content your audience likes and what they love to read. If you can answer frequently asked questions, they have a reason to visit your website.

Here are the content factors to consider for maximizing on-site SEO:

1- E-A-T (Expertise, Authoritativeness, And Trustworthiness)

In early August 2018, Google rolled out an update highlighting expertise, authoritativeness, and trustworthiness (E-A-T) as important ranking factors.

Google quality guidelines state that a website must be an authority in its field. E-A-T determines the expertise, authoritativeness, and trustworthiness of the web content.

That means looking at each category individually:

Expertise – Is your website writer accredited in your field to speak on this topic?

Authoritativeness – Are you widely acknowledged as a reliable source of information in your specific niche?

Trustworthiness – Do you provide honest and accurate information that people can trust?

Keeping these aspects in mind when creating content will improve your Google rankings and user experience overall on the site.

2- Keywords

Keywords are the topics and ideas that describe the content of your website. In terms of SEO, Keywords are the words and phrases that searchers type into search engines, also known as “search queries”.

As a content creator and website owner, you want the keywords on your pages to be relevant to what users are searching for, so they are more likely to find your content in search results.

While choosing the keywords, ask yourself first what is an appropriate search phrase or query for this specific content on a web page.

Pages containing keywords used in search queries, whether in the body, title, or both, are more likely to be relevant to the search.

Keyword selection is a significant factor in search engine optimization, as the keywords are the link between people and the content.

Your goal in search engine rankings is to drive organic traffic from search engine results pages (SERPs) to your website, and the keywords you target (i.e., including those you want to include in your content) determine the type of traffic you get.

Sometimes Keywords are easy to determine. For example, if you are optimizing an ice cream parlor website, you may want to target keywords like “ice cream”, “shakes”, “Juice” etc.

Long-tail keyword selection helps to get more traffic when a parlor has different branches within a city or country, like “ice cream parlor in New York”.

In short, you need to understand what your target customers are searching for and need to create content that includes those search terms or keywords.

Always do some keyword research and know the industry trends before content creation.

3- SEO Writing

SEO writing is the process of writing content to get ranked on the first page of search engines like Google. This includes keyword research, writing quality content that matches user intent, and optimizing your headers for easy page crawling.

Creating the type of content that both search engines prioritize and bringing human visitors to your site is an art.

Unless you have done it before, writing easy-to-read content and adhering to best SEO practices can be quite a challenge in content creation.

There are many aspects to help you master this art, but some of the keys are:

Emphasize readability: Your content should be easy to read so users can quickly find the information that they are searching for.

Use headings to your benefit: Headings help Google’s web crawlers understand your blog post and the sections within them. Consider crawlers as readers browsing your blog. If you want an overview of what your article will cover, this is your H1. Then you’re H2, H3, and H4 break down the subheadings to make them more readable and informative.

Avoid overuse of keywords: Also known as keyword stuffing, this method used by unscrupulous SEO pros in the past to trick the system. Google disparages websites that overuse keywords. If you are detected doing this, your page could be downgraded in the SERPs or even deleted altogether.

Keep sentences and paragraphs short: Always keep your content user-friendly by keeping sentences and paragraphs precious and to the point.

Write for people, not search engines: With all these SEO guidelines, it is easy to forget that users are looking for answers on Google searches. The best method to increase your ranking chances is to write quality blog posts.

4- Use Of Images And Videos

The use of images, videos, and info graphics in the post does not just make your site visually appealing to visitors but also gives you a method to improve your SEO.

When consumers shop online, Over 36% use visual search. So, if you are not using images or videos in your content, you potentially lose a big chunk of organic traffic.

Be sure to optimize your web text whenever and wherever possible.

Pay attention to the file size of your images to avoid slow loading. Make your images shareable to identify feedback opportunities that can help you improve your E-A-T.

HTML (Hypertext Markup Language)

HTML or Hypertext Markup Language is the code that uses to structure web pages and their content.

HTML is the basis of most websites and one of the most significant parts of technical SEO. Using HTML elements, SEO can convey information from web pages to humans and search engine crawlers.

Here are the HTML on-page SEO factors to consider:

5- Title Tags

The title tag is the HTML element that defines the title of a web page. The page title tag appears as part of the search snippet on a search engine results page (SERP).

Title tag

It appears as a clickable title for search results that is important for user experience, SEO, and social media sharing.

The title tag of a web page is intended to provide an accurate and concise description of the page’s content.

The title tag is the main factor that helps search engines understand what your page is about, and it is also the first impression that many people get when they find your page through organic search.

6- Meta Description

A Meta description is also an HTML element that describes a brief summary of a web page. The page Meta description tag appears as part of the search snippet on a search engine results page (SERP).

meta description

It gives users an idea of ​​what content exists on the page, and how it correlates to their search query.

The Meta description appears as part of the SERP snippet just below the page navigation path, and the clickable title tag.

7- Schema Markup (Structured Data)

Schema.org (often referred to as Schema) is a dictionary of semantic tags (or Microdata) that you can add to HTML to improve the way search engines read and display your pages in the SERPs.

Schema Markup

Adding schema markup to your HTML improves how your page appears in the SERPs by enhancing the rich snippet that appears below the page title.

8- Optimize Images Using Alt Text

The Alt text describes the appearance or function of an image on a page.

The alternate text explains what is happening in the photo and helps Google (and the visually impaired) to understand why the photo is in your post.

Following are some tips to assist you in Image optimization:

  • Add SEO friendly alt tags.
  • Choose the right file format and size for fast loading.
  • Adjust the filename instead of using something like IMG_78652.
  • Create mobile-friendly images.

Including image alt text improves user experience and accessibility. Ensuring that your images are optimized for search will help your images rank better in image searches and image packs.

Most businesses operate locally and target local traffic by optimizing local SEO on their websites.

However, large companies like Apple or Dell have worldwide users, so it does not suit them to restrict themselves to a local market.

But for small to medium size businesses, it is their bread and butter to get local traffic.

To get local traffic; there are the three main Local SEO tactics you should know:

Local listings or citations optimization: It includes Name, Address, Phone number (NAP), website URL, and business description consistently on all local business directories and citation-building sites.

Local content optimization: It includes providing location-based content, and “near me” searches, to increase the chances to rank well on local searches.

Build relationship with other local businesses: Optimize and build relationships with other local businesses and organizations.

Be sure to include the name of your goal in your keywords and include it in your content where appropriate.

Website structure

A well-structured website is significant for two reasons: first, a logically structured website will be crawled by search engines more efficiently, and second, it will create a richer user experience.

Here are factors to consider when optimizing your website structure:

10- Site Speed

Website Speed ​​Optimization is a set of strategies and best practices implemented to make a website load as fast as possible. page speed tipsWebsite speed optimization also offers other benefits such as higher conversion rate, lower bounce rate, and better user experience.

Google has stated that site speed (and hence page speed) is one of the signals used by its page ranking algorithm. And research indicates that Google can accurately measure the time to the first byte, just as it does when looking at page speed. web page speedYou can assess your website speed with Google PageSpeed ​​​​Insights. The PageSpeed ​​​​​​Insights Speed ​​​​Score includes data from the CrUX (Chrome User Experience Report) and reports on two key speed metrics: First Contentful Paint (FCP) and DOMContentLoaded (DCL).

Here are some of the many ways to reduce website loading speed by:

  • Enabling compression
  • Optimizing images
  • Minifying CSS, JavaScript, and HTML
  • Reducing redirects
  • Removing render-blocking JavaScript
  • Leverage browser caching
  • Improving server response time
  • Using a content distribution network (CDN)

11- Responsive Website Design

Google has repeatedly stated that responsive design is their mobile configuration of choice, leading many to speculate that responsive websites could get a ranking boost.

In 2016, mobile search volume surpassed desktop search volume for the first time. And in the following years, that number has only increased.

Mobile devices now account for more than 56% of all internet usage, with tablets accounting for another 2.4%.

With more and more users adopting mobile devices, Google followed a logical path and started prioritizing websites with responsive designs in mobile search rankings.

This mobile-friendly update only affects search results running on mobile, and while it’s still possible to rank in these results without a responsive design, Google strongly recommends that websites have a mobile version.

12- URL Structure

A URL is an address on the Internet. It consists of a protocol, a domain name, and a path.

There was a time when URLs played a huge role in search engine optimization. Professionals make sure their keywords are included in the web address to help them rank higher.

But Google did what Google do and changed the algorithm. And what was once so important to rankings plays a much smaller role today.

It doesn’t mean the URL is not important anymore. Search engines still include your URLs in their overall results – they don’t have the same importance as they used to.

However, there is evidence that they play a role in a site’s initial ranking, and some professionals believe they are in the habit of grouping pages. This means that while they may not be your top SEO priority, you don’t want to ignore them either.

If you still remember the E-A-T we discussed in detail at the beginning of this article?

inbound links vs outbound links
Image Source: sistrix.com

One of the best ways for your website to build expertise, authority, and trustworthiness is through links from other reputable websites. In SEO, there are three main types of links that help in optimization:

Internal links: or links that link internal pages from the same domain, work very similarly for your site, A large number of internal links pointing to a specific page on your site signals to Google that the page is important, as long as it is done naturally and not in a spammy way.

Outbound links: Also known as external links, these are links that point to websites on a different domain, like this one to Moz SEO starter guide.

Inbound links: Sometimes called backlinks, these are the links from other websites that point to your page.

Of the three, inbound links are the most influential. As they provide the best SEO benefits but to get quality inbound links or backlinks is quite hard and challenging.

It’s important to have a good understanding of the types of links you can create, as well as the technical aspects of links. This gives you a solid basis for evaluating the value of different types of links and determining which one is the best fit for you.

Frequently Asked Questions

What is On-Page SEO?
On-page SEO (also known as on-site SEO) is the practice of optimizing web content, title, headings, images, etc. on a web page to rank it higher on search engines to get more organic traffic.
What is on-page SEO and off-page SEO?
On-page SEO refers to SEO factors and techniques focused on optimizing aspects of your website that are under your control. Off-page SEO refers to SEO factors and strategies aimed at promoting your website or brand on the internet through link building, social media marketing, raising brand awareness, and PR efforts.
Why is On-page SEO is important?
On-page SEO helps search engines to analyze your website content so they can find out if search queries are relevant to your site. Google is constantly updating its algorithms to better understand the intent of searchers and present search results that meet the needs of these users.

Featured Image: WayHomeStudio/FreePik

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