In today’s modern, digital world, most businesses are beginning to understand the importance of SEO. This awareness has increased ten-fold over the past year due to the COVID-19 pandemic, driving most of the UK nation to work from home and rely on the internet. 
Indeed, huge numbers of businesses whose websites weren’t exactly user-friendly or optimised, suddenly found themselves having to learn the importance of SEO, more specifically on-page SEO, and adapting rather quickly. Not to mention the businesses and organisations that had to create a website in no time at all. 
If the coronavirus pandemic has had one positive, it’s the emergence of how having a website has made a life-changing difference to just about every business and organisation worldwide; and that’s not a bad thing. 
But if you’re not quite up-to-date with on-page SEO and how it can make a positive difference to you and your website, we’ve put together some useful tips to help you. 

What is on-page SEO? 

Let’s start with a quick definition – what is on-page Search Engine Optimisation (SEO)? It’s easier to break it down into two parts.  
The SEO side is optimising each and every web page to enable the search bots to find and rank your website higher, thereby gaining more relevant traffic to your website, in search engine results pages (SERPs).  
The on-page element means optimising not only the content on your web page but also the HTML source codes and metadata of that page. 
Ideally, an SEO-optimised web or landing page should include: 
Relevant heading tabs, such as H1, H2 and H3, that is relevant to the page content and includes keywords 
Content that is unique about a specific topic, product or service 
Links to the relevant category, sub-category and home pages 
A subject in the URL 
Image alt text 
Mentions of the topic several times throughout the content 

Useful tips for better on-page SEO 

Whilst every website, web page and landing page is different for every business or organisation, these tips will help you to improve your on-page SEO. 
Speed is of the essence – users want a good experience when they visit your website or landing pages. If it loads too slowly, particularly on mobiles, visitors won’t hang around. Strange Loop’s research showed that a delay of just one second in load time was enough to drop conversions by 7%. If a website takes more than 3 seconds to load, as many as 40% of visitors will go elsewhere, according to eConsultancy. So, the moral of the story is, get rid of anything on the page that is likely to slow down the loading speed. 
Link building – it’s all about relevant content and linking to other sites, such as blogs that are also relevant to your content, is a key part to SEO optimisation. Don’t be afraid to link to others; they’ll often link back to you in return. But it’s not just outbound links that are key to making on-page SEO successful. Inbound links are just as useful. By creating quality content that is engaging and serves a purpose, i.e., solves a problem and make sure you share it on social media. When people start linking to your content, so will others. Dofollow and nofollow links will create an impressive link profile and Google will reward you. 
People before bots – a mistake that many people make is writing their content with the search bots, or search engines, in mind. However, who types the query into the search engine box. Yes, you’ve got it, your potential visitor. The search engine bots don’t come up with the queries, people do and that’s who you’ve got to keep in mind when writing your content. Make sure you include relevant heading tags and metadata that includes keywords and key phrases. Capitalise on the use of long-tail keywords. Ensure your content offers a solution to someone’s problem. 
Web analytics – it’s all very well having great content, creating outbound and inbound links, adding your keywords and phrases, heading tags and metadata but if you don’t have a form or web analytics, how are you going to know if what you’re doing is working? An often forgotten yet crucial element of successful on-page SEO is being able to track your efforts. Whether it’s Google Analytics or another web analytics software solution, make sure this is in place before you launch your website or landing page. By tracking and monitoring progress, you will be able to see what’s working, what isn’t and make any necessary adjustments. 
Meta descriptions – another often forgotten element of on-page SEO optimisation is the inclusion of meta descriptions. Every page, every table, every image, every video and every section of content should have a meta description to describe what that element is to the search bots. However, a common mistake that people make is to copy the meta description from one place to another, generating duplicate content – the search bots don’t take kindly to that. Even if you change just a few words, or even one word, make sure your meta descriptions are not all the same. 
Your URL – how many times have you read a URL and whilst it has the company name in it, the rest is just generic, i.e. /article/123456. That doesn’t exactly tell your visitor, or Google for that matter, what the content on that page is about. So, make sure your URL is readable, relevant and structured. 
The image below shows a well structured page title and URL at work. It should be what your browser shows when viewing this article. 
At it'seeze Website Design Stevenage, we ensure all the websites we develop are on-page SEO optimised to make sure it generates the traffic to your website and landing pages. 
Looking to build a new website or refresh an existing website in 2021? At it’seeze Stevenage, we make website design easy, flexible and cost effective. Not sure if your website is working for you? We offer a free Website Health Check that will decipher the areas where improvements can be made. Call us today to create the website of your dreams and turn your business into a success. 
At it'seeze Website Design, you're never alone. If you want help updating your website, let's arrange a website review. We can make content suggestions, provide training, and help make sure that your website never gets stagnant.  
Just contact us to get the ball rolling. 
Feedback or questions? You can comment below, or contact us directly. 
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