The meaning of the acronym SEO sometimes seems closer to “Extremely Obscure Strategy ” than to “Search Engine Optimization”.
As marketers, you need to keep up to date on what seems like an endless update to Google’s algorithm. Otherwise, you may not be referenced for your main keywords.
While this is not easy, there is a golden rule that has long been proven to ensure the success of your seo on page strategy: optimize your website for relevant target keywords.
By optimizing your site properly, you will attract better visitors, increase your conversion rates, and ultimately, you will get more customers.
If you’ve found the right keywords for your business, let’s see what is seo on page, where to add keywords to your site and how to avoid search penalties.
What is seo on page?
SEO, or search engine optimization, is about creating content, optimizing it, and promoting it.
It is commonly accepted that this process is made up of two parts, the seo on page, and the off-page SEO.
The difference between the two can be summed up as follows: the seo on page is the information sent to the search engines by your site, while the SEO off-page is the information sent to search engines by other websites.
SEO on page is about individually optimizing certain pages of your website so that they are better referenced in the search results.
The term applies to both content and HTML source code, both of which can be optimized for search. The SEO off-page meanwhile, refers to external SEO markers as links.
SEO tips to improve the SEO of your web pages
You can attract the right visitors to your site and improve the performance of your inbound strategy, thanks to your seo on page.
Indeed when you optimize your SEO for search engines, it is to understand who you are, what you do and the topics covered in your content.
By improving your seo on page
, you contribute to the natural referencing of your website on the search engine results pages (or SERPs for Search Engine Results Page).
1 – Do an SEO audit of your website
Whenever you create new content to add to your site, be sure to keep the specific keywords you are targeting and incorporate one or two per page.
On the other hand, if many contents are already published on your site, it will be necessary to begin by conducting an audit SEO.
This audit will help you determine how well your site is suited to SEO. You can then update and optimize your content for the search by focusing on the pages generating the most traffic.
The audit will also allow you to detect a number of problems that you may be unknowingly facing so that you can resolve them as quickly as possible and progress your SEO.
Here’s how you will need to do an SEO audit:
- Export all the pages of your website into an Excel file.
- Sort them in descending order according to the number of visits they generate.
- Assign a category of keywords to each of them, then add it to the column next to the page name.
- Insert a new column in which you will enter additional specific keywords that you want to embed on this page.
- Keep in mind that they need to be as relevant to the content on this page as to the research your target audience is doing.
- Once this process is completed for all pages (or if there are too many, at least for the most important), you can then fully focus on adding keywords.
2 – Introduce your keywords (naturally) in 5 elements of your website
To optimize your web pages, you must include specific keywords for which you want to reference your pages. However, the placements you select for the integration of these keywords do not all have the same value.
Five elements of your website should be optimized with your keywords to favorably increase the SEO of your page. These are titles, descriptions, content, Alt text and title attributes, and URLs.
If you have not yet optimized these elements on your website, you still have some work left, but this fundamental task will prove extremely beneficial in the long run.
To get the most benefit, first hit the pages that generate the most traffic. Then, think about optimizing your new pages as you create them.
Titles (meta title) are the HTML elements used to describe the subject of a web page, they appear in search engine results.
Titles have a direct impact on both visitor click rates and your site’s ranking in search results.
To optimize your titles for both search and clickthrough rates, try to limit them to a maximum of 65 characters so they are not truncated on the search engine results pages.
Technically, Google measures the length in pixels and not in the number of characters, but this 65-character limit will generally allow you to display all of your titles in the results of search engine pages.
Also, try to incorporate keywords into your titles so that people can see if your site is relevant to their search at a glance; place them at the beginning of your title to reduce the risk of seeing them truncated.
Descriptions today have no real impact on SEO but they still have a strong influence on the click rate.
Their main purpose is to meet a human need and not to be indexed by search engine robots. You can take advantage of this to tell people why they should click on your page.
Include one of your target keywords in your description and make sure it is designed to capture the attention of users so that they can establish the relevance of your content to their search.
The content of your page
Visitors are more likely to stay on a page if it contains the terms they are looking for in its body of text.
Google relying on their presence in your content to determine the SEO of your site, they will help you advance your page in the SERP.
Just be sure to use them naturally because Google has improved the detection of keyword stuffing. When creating new content, focus on what interests your audience rather than trying to determine how often you can insert a keyword. In doing so, you will find that you optimize your content in a natural way.
If there are no contraindications to adding keywords in different sections of your website, do not overdo it, at the risk of seeing your web pages fall in the search results. Moreover, nobody will enjoy reading this kind of content.
The alt text and title attributes of the images
It is also possible to embed keywords naturally in the alt text and title attributes of your images.
These are elements that can be added to the tag of an image in HTML. Here is, for example, how this tag looks in its full version:
<img class=”alignCenter shadow” title=”image tooltip” src=”image.jpg” alt=”image-description” />
The alt text attribute of an image tells search engines what this image is for so that it can be referenced in the search results.
This attribute is displayed as part of the image when it can not be properly rendered and simplifies the use of the site for people with impaired vision, who use screen readers.
The title attribute of an image for its part to display the text over the flyover, like a pop-up window. However, it does not appear when the image can not be loaded.
Inserting keywords into these attributes may seem insignificant and this approach will not have the same impact on your SEO as some of the other suggestions offered here.
But the game is well worth the candle and the few minutes (and again) you will spend renaming your image to change the name “IMG23940” by default in a more accurate description will bear fruit.
It’s a good idea to include keywords in your URLs only if they accurately reflect the content of the dotted page. This process is especially important for companies that maintain a frequent and regular blog because it provides an opportunity to optimize your URLs for any new article published since they are different for each article.
However, be careful: search engines penalize domain names that contain a glut of keywords. So, if you are based in Lyon, for example, and you plan to get into real estate, avoid domain names like “agence-immobiliere-lyon-agents-immobiliers-lyon.fr”. Opt instead for simplicity with a URL on the model “companyname.fr/theme-theme” and your SEO should be worn.
Indeed, by practicing the stuffing of keywords in the URLs, you have a great chance to penalize your website because this practice is prohibited by Google’s guidelines.
As always, be sure to create understandable URLs for your audience. They need to make sense to readers while allowing them to get an idea of where they have landed on your site.
Also, think of separating words with hyphens and deleting superfluous terms, such as definite or indefinite articles, from the part of the URL that corresponds to your page.
3 – Learn to avoid search penalties
There are various counterproductive strategies, which surprisingly, are still in practice at the moment and which you should avoid using when you optimize your website for keywords.
Never hide your keywords
Do not use the same color for the background and text of your website, do not hide your keywords behind the images or on the sides using cascading style sheets (yes indeed, it is hardly credible to have yet to clarify this point today).
Even if this case is less easily detectable than others, the most sophisticated modern search engines find it very easily and it can lead to very serious research penalties.
Avoid keyword stuffing
This practice consists of repeating the same keywords in a text, be it the title, the description, the content, the URL, or the fine print at the bottom of the page. Clearly, if they seem to have been added unnecessarily to a web page, it is probably stuffing keywords.
This tactic is one of the oldest in SEO, but today, search engines are specifically designed to detect it. In addition to being similar to spam, it is rejected by search engines and also leads to search penalties.
Do not add keywords where there should not be any
This practice, somewhat different from that of keyword stuffing, is more about inserting keywords, or even a single keyword, into contexts where they have no place.
If you can not insert a keyword naturally in one of your contents, it is probably because it does not really meet the needs of your personas.
Remember that SEO is not so much about the number of keywords you can add to a web page as it is relevant to your target audience.
4 – Promote a quality user experience
Fostering a quality user experience should be your main goal. If optimizing your website for an algorithm seems to have a purely technical connotation, the goal of a search engine is to offer the best possible user experience to users.
Do not lose sight of this goal when developing your SEO strategy and you will be more likely to make the right choices. Place the human before the search engines and you should not encounter insurmountable problems!
We realize that as a marketer your schedule is extremely busy. Still, you need to prevent SEO from being relegated to the end of your list of priorities because of a lack of knowledge, or worse, because you are afraid of doing something wrong.