“On-Page” Search Engine Optimization Best Practices

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on-page seo

“On Page” Optimization involves structuring certain elements on a web page to increase the relevancy of the web page in the search engines. This involves 3 steps: Keyword Placement, using Latent Semantic Indexing Keywords & Internal Linking .

1) Keyword Placement

Where you place your keywords matters as you will attract more visitors to your site and provide a better user experience for them. You should have a variety of ways to express your keywords and place them at:

  • Page Name

It is the file name or the URL. For example, place-your-keyword-here.html. Keep it concise and readable. Avoid using underscore as it’s not easily readable.

  • Title Tag

This is the most important place for you to put your keywords. The title tag will show up as the title in the search results and on the browser window. Choose keywords that tells visitors the content/ description of the page. Put your most important keyword(s) at the beginning, as the first few words are deem important to search engines.

  • Meta Keywords Tag

Meta keywords tag is only visible for the search engines and it let them understand what is your webpage all about. Thus, meta keywords tag needs to relate to the content on the page. Even though the meta keywords tag is not important for SEO, you should not leave it out.

  • Meta Description Tag

meta tag

On the search engine results page, your meta description tag is displayed underneath your webpage link. It is important to be concise as you have a limited window in which to get your keywords in. So it will be the best if you are able to put your keywords in the beginning. Meta description tag is not important for SEO, but you should still take note of it as the keywords in the meta description tag can grabs the readers’ attention. It is also used to distinguish your webpage from others. 

  • H1 Tag (Heading 1)

This is the title of your content and Google gives a greater weighting to it. So include the most important keyword(s) and place it at the beginning. However, do not treat this as a formula. It would be too boring if all your pages follow the same pattern. You may wish to follow this guidelines only for pages that bring in the revenue. For the others, write it like a sales copy so that readers are attracted to read on.

  • Body Content

The beginning and the ending are the most important part of the body content as Google tends to give extra weighting to them. So place your main keywords near the top and bottom. Aim for only 1-2 keywords on a page though. Do not add more for the sake of SEO.

Furthermore, Google prioritises text that appear as bold or italic as they assumes you think they’re more important. However, don’t go overboard with it as you write not only for Google but for customer who are humans.

  • The Link Text

Use keywords in your link text to help visitors estimate how relevant the link is. It also helps build the relevancy of a page to the keyword phrase.

  • Image Name, Image Title and Alt Attribute

Images can bring in traffic too, so optimize it with keywords. In addition, Google’s “spider” reads every text so by adding keywords to it, it will increase the page’s keyword density.

First, ensure your images are given readable names with keywords. For example, Logo.jpg is better than img-00001.jpg.

Second, elaborate your images with image title. This title will appear when visitors hover the mouse over the images.

Third, describe the images with the addition of keywords for Alt attributes. Alt attribute is the alternate text for an image which will show when the image cannot be displayed. It also helps to describes your images to search engines when a user searches for a certain image with key words to match.

Find out more on how to make SEO-Friendly Images here.

2) Use Latent Semantic Indexing (LSI) Keywords


LSI keywords simply refers to related terms and synonyms. Based on Google’s LSI Patent, “The system is further adapted to identify phrases that are related to each other, based on a phrase’s ability to predict the presence of other phrases in a document.” Thus, use LSI keywords in content writing to increase relevancy of page to topic.

Using LSI keywords is certainly much better than inserting a large number of keyword phrase or duplicate content. A mixture of main keyword phrases with LSI keywords will looks more natural and aids readers in the understanding of the content. This increases the value of the content. Furthermore, it tells Google that you are writing for the human reader and not the search engine robots. 

3) Internal Linking

Example for Absolute Link and Relative Link

Internal Linking is the process of structuring all navigation and links within your website to ensure visitors are able to navigate around your website effortlessly and to help search engine spiders to discover content more easily.

Internal link is a link on a website that links to another page on the same website. One point to take note is to always use absolute links for internal links between web pages. This is because using absolute link will not confuse the search engine and it tells the search engine, where the full page address (absolute link, example http://www.yourdomain.com/full-address.html). 

If you wish for a more professional help, do contact us to find out more. Do share using the social media buttons below if you find this article useful.

Cyrus Yung has been generating sales & marketing leads through Pay-Per-Click marketing via Google AdWords, Yahoo Search Marketing & Bing since 2008. He used to be a naval diver before he left to join one of Asia’s largest seminar organizer company in 2006. Having worked and organized some of the largest seminars in Singapore, he left in 2008 to pursue his passion for internet entrepreneurship. With a proven track record of generating more than 32,000 qualified sales leads from 2008 to 2020, he helps companies in Singapore to build various online properties with high traffic & converting sales.

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