On-Page SEO Factors:

1. Content & copy on the page

Relevant, helpful, & unique content written around a keyword theme is the most important factor in ranking well in search. If your website’s written content help users answer questions, find solutions, or accomplish their goals around a specific topic, your site will perform better in search for keywords related to that topic.

  • When relevant, write content with a few focus keywords, or a keyword theme in mind
  • Allow your copy to be “natural” – don’t worry about including keywords a specific number of times

2. Page title tags

A title tag specifies the title of a page, and is referenced by search engines when determining the relevance of a page for a particular topic. Title tags do not appear visible to the user on the page, but are shown in the browser tab, and in search results pages.

  • Try and write unique titles for every important page on your website
  • Try and include keywords, when relevant
  • Keep in mind length limitations
  • Write for the user – do your titles attract the user’s click? Make it clear your page will help answer their question or solve their problem

3. Page headings

The main heading (“h1 tag”) at the top of your page, and any supporting sub-headings on the page should reinforce your content’s keyword theme.

  • When relevant and on-message, include target keywords in your headings
  • Do not stuff too many keywords into headings
  • Write headings that are relevant to the user, summarize the content found on a page in headings

4. Page URLs

Page URLs should reflect your website’s hierarchy, and using plain text help search engines and users to determine the topic of a page at a glance.

  • Avoid ID numbers, URL variables, or other irrelevant elements in URLs, focusing on clean plain text
  • When not unnatural or excessive, include keywords in page URLs
  • Structure your website’s pages so that related pages are grouped together, and the structure is reflected in the URL (e.g. /products/guitars/electric-guitars/)

5. Image file names & alt text

Your content should include relevant and engaging images. Because search engines don’t actually view images, you should communicate the content/topic of an image in its filename and alt attribute.

  • Re-iterate the topic of the page in the image’s filename and alt text
  • When relevant, include keyword phrases in image filenames and alt text

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