4 Most Relevant On Page SEO Factors in 2018
On Page search engine optimization in 2018 will be based on 4 very specific factors. Lets break it down to the fundamentals.
- 1. The value of your website content.
- 2. The relevance of your site content in relation to search queries.
- 3. The meta data, markup and code in your website.
- 4. The website structure and user experience.
Many SEO experts lump these 4 factors into one category called “on page SEO.” Lumping it all together is ok for the convenience of conversation between two experts talking.
But not for the lay person. If you are not well versed in the terminology used in the SEO or internet marketing profession, it can quickly become confusing.
On Page SEO is the process of creating a page or post that is “Optimized” for search engine computers and website visitors with specific goals or outcome in mind.
It is absolutely necessary to provide valuable information to our website visitors and make that information very easy for search engine computers to understand.
*By making our specific business goal and website content easy for search engine computers to understand accurately, the search computers can asses and rank that page/post (The Entire Site) for Key Words or Key Phrases appropriately compared to similar content.
Providing valuable content, easy to navigate website, your website visitors will be much more likely to take the desired action. Whether that is picking up the phone, filling out a form, purchasing your goods or services or enjoying your content and returning to your site for more.
The Value of Website Content
The title of your page serves two important purposes. First it tells your audience what your page is about. The second purpose is to give the search engines key word(s) or key phrases to index your page for evaluation and ranking for serving up your page/post as an answer to a search query.
Structure the content of your page/post to guide your visitors in a natural, logical fashion through the content. By doing so, the actual content will provide a large portion of information to the search engine computers to understand the context of the content and evaluate it comparatively to other sources with similar content.
- Provide content that you believe will be valuable to your readers not just search engines!
- Break down the subject into sections that will guide your reader and the search engines step by step through your page with descriptive headings.
- Use key words and phrases naturally throughout the page. Don’t force them onto the page for the sake of thinking, the more the better.
On the contrary, using key words in an un-natural fashion is a quick way to be over-optimized and get a penalty or get filtered from the search engine results page (SERP). Also, There isn’t a magic word count number that applies to content creation. Use the amount of words needed to create “value” for the visitor or consumer.
Relevance of Website Content in Relation to Search Queries
Google wants to offer the best services to its users, and that includes displaying the most accurate results against their queries. The search engine aims at providing quality information, and answers to search queries.
If you create the best piece of content ever, but no one is searching for it, then most likely it will not be shown to “searchers” because is will not be relevant. Example, If you have a Law Firm business site that caters to serving other Lawyers, use the language in your content that Lawyers would use when searching for your service.
Relevance also extends to the other websites that link to your site. A fishing website linking to a Law Firm site will not help search engines evaluate the “relevance” of the Law Firm’s website content.
Meta data, Markup and Code in Your Website
This is much more important in 2018 than it has ever been. Why. Because in many content management systems (CMS) we have the opportunity to further bring clarity and relevance to the website through the areas behind the visitors eyes but readable to search engines.
One good example of this is the ability to add information to images and graphics on a website to further explain what, why, when and how the image relates to the website and the content and the goal of the website.
For example, a business website that uses images (or video) can imbed the location of that business into the image or video. By doing so, that image or video will point to that businesses website (or map listing) in the search engines results.
Taking that concept a step further. If you sell or make the best widget, and name your image properly. If an image search query is made for that type off widget, your image has a chance to show up in the search results and lead the searcher to your business website.
There are literally dozens of these types of optimizations that can be done in the code of your website to further bring relevance, authority and trust to your website and in turn to your business. Recently, the importance of having an SSL certificate has come into play. The SSL Cert is needed for the entire site not just a page or post.
Website Structure & User Experience
Having an up to date code base and content management system will help your website management team use modern standards and best practices. This will make it easier for them to follow your SEO Teams direction and engineer a website that will produce your company’s intended out come.
It is imperative in 2018 that a business have a “mobile first” AMP compliant website, as well as, a mobile compatible website working together. Google has made it clear that they have moved to a mobile phone first search engine. Accelerated Mobile Pages (AMP) should not be an after thought. “More than half of all web traffic comes from smart phones and tablets”, says Google.
User experience can be summed up easily. Make it easy for your consumers and visitors to understand your content and easily navigate your website on all screens. That includes phone, tablet, laptop and desk top.
How Long Does it Take to Perform On Page SEO?
The time it takes to implement on page search optimization will depend on several conditions.
- The size of your website.
- The amount of factors that need attention.
- The type of website you currently have.
- The content management system and code of your site.
- The type of content on your site.
A five page local services type website could take a day or 3 weeks depending on the “conditions” of the website. If the images need updating and the text descriptions need a major overhaul or the base code is outdated it will take longer than a website that is in better shape.
An ecommerce site has many more moving parts than a local business website. If the e-com website has 20 pages or 200 pages it will make a big difference in the time of completion.
We have a page that breaks down some of the on page optimization tasks and lists the 15 most common SEO issues that we see happening that applies to most types of websites.
Our On Page Project Based Strategy
We do not use a one size fits all model when we approach a website project that needs on page search engine optimization. Just like there are different types of websites there are dozens of different tactics that can have a potential positive influence on your website.
However, tactics do not equate a strategy. The strategy dictates the tactics.
For communication purposes we use an acronym to explain our optimization practices. How we choose the proper tactics or options that have the highest probability of success is based on this acronym.
The Acronym is DA3F
DEFINE – We need to define exactly what the desired outcome is. Some of that will be dictated by modern web standards and best practices. And, the rest will be defined by the clients needs, goals and budget.
ANALYSE – In this phase we break down exactly what needs to change or be updated and pick what tactics will be a part of the overall strategy.
FIND – We find each and every area that can be optimized.
FIX – Based on analysis and client budget, we fix issues starting with the areas that have the biggest return.
FINISH – This is easy. We execute the necessary tactics based on the over all strategy to achieve the desired outcome.
Having a proven, structured system to operate in gives our clientele an unfair advantage.
First off, a strategy without parameters and structure will not have a very good chance of providing consistent measurable results.
Secondly, our proven structured system offers an easy barometer for clients to measure the return on there investment and gauge there budget appropriately.
If you are interested in having a conversation about getting your business found by the folks that you want to find it, you are welcome to call us Tool Free: 1-800-585-5201
Thank you for your time, Joseph