On Page SEO (Search Engine Optimization) is a methodology implemented to rank better on the search engine results page (SERPs). This is accomplished through segmentation of content. This would in turn lead to more organic traffic from the search engines. The advantage of using On page SEO methodology is that here we can ourselves manage content on our web pages. The various factors that we need to focus on for improving ON Page SEO are:
- Title Tags,
- Meta Keywords,
- Meta Descriptions,
- Our Content that includes text, images, videos etc, and
- Outbound and Internal Links.
Now we will understand each of above factors in detail:
A. Title tag Optimization:
The title tag element specifies title of our web page and is considered as single most important indicator of what our page is all about. If we want to want to provide a title to our web page then it has to be included in the title tags.
The titles are display when somebody asks for a search result, so the title input should be the one that is most relevant to our page content. It has to be precise and must be able to convey whats available on our web page. The title length neither should be too short nor too large. Usually, title length of 7 to 12 words is considered better.
B. Meta Keywords:
Google does not use meta keywords as one of factors on which the rank of our web page depends. Meta data provides us with the information that is already stored in our data. One of advantages of using meta data is that is helps us to manage our data in an efficient manner. Providing meta keywords to the search engines are optional and you may/may not use them. Hardly, it would make much of difference to your web page rank.
C. Meta Description:
Like meta keywords, Google doesn't consider it as a factor for web page rank. Still, we can use it as it gets displayed in the search snippet. The meta description provides a summary of our web page, and it is better to limit the meta description to 140 - 160 words.
The advantage of using meta description - When a user requests a search result, he/she gets millions of search results. It is not possible for the user to click each and every link to find the relevant web page. That is where meta descriptions in search snippets play a crucial role. If your web page description matches to the users' query then, user will click your web page otherwise he/she will move to next page. This acts as a free advertising. So, it is always advisable to use meta description that summarizes the content of your web page.
When the user first visits a web page, the headings assists in finding the relevant content position on a web page. It segregates content efficiently. There are six heading tags - h1, h2, h3, h4, h5, h6. h1 heading is considered as the most crucial, as it defines what our web page is all about. It is always better to stick with a single topic for a web page. Multiple topics discussed on a web page not only confuses the search engines but also considered a bad experience from a user's perspective. Imagine, on a same web page we are discussing environment and technology. It is not considered a good practice.
Headings tags should be used sequentially - h1 tags followed by h2, then h3 and so on till h6. It shouldn't be the other way round. A word of caution - do not stuff irrelevant keywords in headings.
E. Our Content:
Content is the prime reason why a user visits a website. It is also a deciding factor for a user to visit the website repeatedly. Content can be in the form of text, images, videos etc which needs to updated regularly. Fresh content is preferred by the search engines. Multiple forms of content is also necessary that keeps the user engaged with our website. The content needs to be managed in a way, through which we provide a good experience to the user. There is no fixed size of content defined as to rank better on search engine results page. We need to focus on producing in-depth high quality content. High quality content doesn't mean we should provide research oriented articles. Our content can be of high quality if we are able to answer all the user-related queries on our web page.
F. Outbound and Internal links:
We can provide an outbound link when its not possible for us to explain the topic instantly. For example - Lets say you are writing an article on Machine Learning and if you mention Artificial Intelligence somewhere in the article. Then, instead of explaining Artificial Intelligence and breaking the flow of your article, you can provide an outbound link to explaining the topic, say, on Wikipedia. And, if user wishes to know more about the term, then he/she can click on the outbound link.
Internal links are our website links. It is necessary for search engines to crawl our website efficiently, so it advised not to go too deep with our website link structure hierarchy. For example - If we have to click five times before reaching to the relevant web page then it negatively impacts user experience as well as our web page ranking in SERPs.
In conclusion, ON Page SEO (Search Engine Optimization) methodology is great tool to rank better on SERPs if implemented appropriately.