Seo On Page, the complete guide to page optimization

SEO On page

Seo On Page is one of the three different “branches” into which SEO is divided. The acronym Seo, in fact, generally indicates optimization for search engines, but this optimization occurs with techniques that can be very different from each other. SEO is divided into:

  • Seo On Page, or the best-known branch of SEO, is where attention is paid to the optimization of the single page through a study of keywords, adequate text, and a good title tag.
  • Seo On-Site, or the branch of SEO that deals with optimizing the site in its general aspects, such as usability for mobile devices or website security.
  • Seo Off-Site, or the branch of SEO that concerns what happens externally to the website, such as the practical note of link building.

In this article, we are going to give a detailed overview of what are the good practices of Seo On Page, or the optimization of individual pages, which can be landing pages or even the very important Home Page.

Seo On Page, the study of keywords

According to Helena Zimmer a  digital marketing expert at  “The very first thing to do when deciding to structure a page from a Seo On Page perspective is the organization chart of the keywords.” You will therefore first have to make reasoning dictated by common sense: What should be my primary keyword? With which keyword will I be able to convey traffic to my site that:

  1. Be copious.
  2. You are genuinely interested in my product or service.

These are the two main focal points on which to start developing your keyword strategy. The keywords must be chosen with knowledge of the facts, that is, thinking carefully about the purpose of our page. For example:

  • If you are promoting a very specific product with large search volumes you could choose a transactional keyword like Adidas Red Shoe.
  • If you are trying to attract customers through inbound marketing, you could instead intercept an audience interested in an informational smattering through an informational keyword such as What is the best sports shoe model?

Once you have written on a sheet which are the best keywords for your strategy you will have to go to the verification phase. Yes, because what is highly searched for on Google may not necessarily be what’s on your mind. At this point, you need useful tools such as the SEO tools SEOzoom or SemRush, which allow you to identify the actual search volumes of certain keywords and to analyze how competitors behave. At this stage, compare, compare, type, but above all pay close attention to related words.

Related words are fundamental allies for the drafting of your article. Establish a secondary keyword, which is second in importance to your primary one. For example, if your primary keyword was Healthcare Marketing, your secondary keyword would have to be Medical Marketing. At the same time, your article must also contain related keywords, which will be healthcare marketing, healthcare professionals, etc …

To learn more about the choice of keywords for Local Seo and set up a strategy for a local business, read >> Local Seo

Writing of the text for the Seo On Page

Some think that it is not the job of SEO specialists to write texts for on-page SEO, because copywriters exist for this role. True, but if an SEO specialist has a love for writing, he is “on horseback”! The keywords must be carefully measured within the text. Let’s start from the base, how many times do we need to repeat a keyword in our text? I will tell you that the where is almost more important than the how much. It will be essential to repeat your keyword a few times, but without exaggerating, under penalty of keyword stuffing, but above all, it will be important to position them at the beginning of your paragraphs and above all of the initial paragraph.

As for the length of the text, I refer you to the deepening >> How long should an SEO text be?

A basic suggestion also made by Yoast is to not go below 300 words, but it is a topic that is always better to deepen with more considerations.

As far as special characters such as bold and italics are concerned, there are some clarifications to be made: they will especially help the reader. Then try to highlight the words that make the topic clear at a glance. The eye scrolling on the page has minimal attention, ergo the only way in which you usually read a text “in a hurry” is to read only bold and italics. Make good use of it and finished writing your text read it again as if you were really in a hurry, swipe your eye and see what you understand by focusing on bold and italics, or on the highlighted parts.

Seo On Page, H1, H2, H3, are they used? When?

One day I was told about an amazing black hat SEO technique: putting all the text in H4 instead of in paragraph. If any of you ever stumbled upon this bizarre tip, forget it. It is not a good strategy, because the titles must be used as such or Google will quickly unmask any impromptu tricks. SEO is primarily common sense, this means that with your titles you will have to behave with common sense:

  • A single H1 title is the best choice or you will confuse Google that will no longer know what the main title of your page is.
  • Enter several H2s and in order of importance, possibly the H3s.

Until a few years ago, the primary keyword was usually inserted at the incipit of H1 and H2, now this practice is obsolete. Dry keywords are commonly used in H1, while in 70% of your H2s you can use the primary or secondary harmonized with the text. Let me explain with an example:

  • The method used in the past:

H1- Healthcare Marketing

H2- Healthcare Marketing, How is it done?

H2- Healthcare Marketing, How to choose a specialist?

  • The method used today:

H1- Healthcare Marketing

H2- How to do Healthcare Marketing?

H2- Here’s how to choose a Healthcare Marketing Specialist

Internal and external links in the Seo On Page

Your text must contain some internal and external links, remember that each link will transfer a part of the value of the page and will be important in the eyes of Google. In particular:

  • The external link must refer to an authoritative site that deals with the same topic as your page. This will help Google easily understand the topic you are talking about.
  • At the same time, you will have to insert mainly internal links. To properly develop internal links you will have to commit to building a structure between internal links designed based on a precise scheme. This is an SEO operation that concerns link building, but which is also fundamental for the structuring of a correct SEO on the page.

Always try to use anchor text that reflects the topic the linked pages are talking about! Avoid the classic “Click Here”.

Image optimization

According to Digital marketing expert Helena Zimmer  from “The images on a website should never be too heavy, a resolution of 72 dpi is ideal.You will need to scale your image to reduce its size using photo editing software.” PNG images are strongly discouraged, while JPEG is a green light. The optimization of the images also passes through the affixing of a correct title to the image. The alternative text, which is the alt attribute of the images, is essential because it allows those with certain disabilities to understand the images. A keyword representative of your image will be entered in the alt attribute field. As for the featured image, I recommend using the primary keyword.

The title attribute for the image, on the other hand, allows hovering over the mouse to read the name of the image and is shown to the user if the image is not loaded. This is an essential element for SEO that will also affect the ranking of your page.

Tag Title, Meta Description, Talking Url

Finally, among the common Seo On Page practices, there is the optimization of Tag Title, Meta Description, and Url. The Title Tag must be short and captivating, it must entice you to open and, for consistency, it should contain the keyword in the foreground. It is a good idea to choose a title tag with a length that allows the reading of the entire title both from mobile and from PC.

The Meta Description must be no more than 160 characters long, contain the keyword, and end with a Call to action, which invites the user to open your page. This short paragraph is your opportunity to intrigue a user, so you definitely shouldn’t overlook it.

The URL must contain your keyword and be of a short length. Google’s goal is to respond to a user’s request with the best possible response. For this reason, URLs that contain a keyword are generally rewarded, that is, that perfectly describes the page linked to it. A good rule of thumb is to eliminate stopwords, i.e. superfluous words, such as prepositions or articles, and compose unique URLs, i.e. without duplicates within your site. Pena generates a conflict of URL in which Google does not understand which of the two pages with the same URL gives more importance.

In this article, we have tried to tell all the strategies to create a web page with correct on-page SEO. This is an operation that requires care, love, and common sense. You can do a great job choosing these tips and building your page with the sincere interest of making a useful contribution to your prospective users or customers.

Blog SEO tags and categories

Tags and Categories in your Blog are taxonomies. They indicate similar articles, which cover the same topics within your blog. However, while categories are hierarchical, meaning they include a main category and only one with any secondary subcategories, tags can be multiple and have no hierarchical relationships between them. Also, let’s not forget that tags are optional, while the category is almost a must.

The suggestion is to insert the tags asking ourselves: what other articles would I like to relate this content to for my blog? After that reply to each other and group them under the same tag.

For example :

  • 3 months ago I made content for my pop art blog using the contemporary art tag.
  • Now I make an article on Banksy and I think the two articles deal with a similar theme.
  • I will also apply the same contemporary art tag to this latest article.


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