How to optimise a web page for Google

Table of contents

Many people tend to focus their on-page SEO on keyword placement and meta-tags. However, there are many other on page SEO elements that you can take advantage of if you want your pages to rank higher and to attract more traffic. The following elements and strategies will help boost your on-page search engine optimisation and take your digital marketing to the next level.

The Title

The title is what appears in the top of your browser tab when you load your website, and is not actually in the body of your page. Use the keyword and a modifier in your title. Of all the on page SEO elements, your title is the most important one. Your keyword should be at the very beginning of the title, or as close as possible to the beginning, as this makes it more visible to search engines. By using modifiers in your title, you will be able to rank better when it comes to longer versions of your keyword phrase. Modifiers are words that people add to their searches when they are trying to get more relevant results. They include words like ‘best’, ‘cheap’, ‘free’, ‘review’, and many others.

The Content

Use engaging text and multimedia content to boost dwell time. Google’s algorithms will decide that your content is of a low quality if the people visiting your site keep leaving almost immediately. The higher the dwell time on your pages, the higher you will rank in future searches. You should try as much as possible to make your text engaging. However, the text is never enough to keep people engaged. You should make use of pictures, graphics, and videos to captivate your site visitors and make them stick around for a longer time.

Keyword placement

Your keyword should appear within the first 100 words or so. Rather than doing a lengthy introduction to your article, find a way to fit your keyword within the first 100 words in a natural way. This will help Google to figure out what your page is about.

Keyword rich headings

Headings are not just about structure; they’re essential for SEO. A well-structured page with clear headings (H1, H2, H3, etc.) helps search engines understand your content’s hierarchy and the main topics of your page. Here’s how to optimise them:

  • Start with a single H1 tag, typically your page title, reflecting the core topic. Use H2 tags for main subheadings, and H3s for further subsections. This hierarchy aids in navigating and understanding the content flow.
  • Include relevant keywords in your headings, but ensure they fit naturally. This practice helps signal to search engines what your content is about, enhancing its discoverability.
  • Headings should be concise yet descriptive. They should give readers a clear idea of what the following section is about, enticing them to keep reading.
  • Good headings break up text, making it more readable and engaging. They can act as signposts, guiding readers through your content and helping them find the information they’re looking for more efficiently.
  • Properly structured headings are crucial for accessibility, aiding screen readers in navigating your content. This not only improves user experience for those with disabilities but also reflects positively on your site’s overall quality in the eyes of search engines.

By carefully crafting your headings, you enhance both user experience and SEO, making your content more approachable, understandable, and discoverable.

Image descriptions and file names

Using keywords in the file names of images within your page can also prove effective. Separate words in your keyword phrases with hyphens. Then you should ensure the ‘alt’ descriptions of your images also contains the keywords or a subtle variation of it.

You might have a lot of images on the same page, so don’t over do naming everything with the same words. Pick an overall theme and ensure the file names and descriptions all revolve around the page topic.

The links

You should link your content to high authority sites with content that’s related to yours. This helps Google to identify the topic of your content. Outbound links will also indicate to Google that your content is well researched and therefore more authoritative.

You should also use a couple of internal links in your page. This will encourage your site visitors to view more than just one page within your domain, and it will boost your site’s standing with Google.

Meta descriptions are still worth it

Meta descriptions hold a significant place in SEO, not by directly influencing rankings, but by affecting how users perceive and interact with your website in search results. A well-crafted meta description serves as a compelling preview that can drastically improve click-through rates from search engine results to your site. Although these descriptions themselves don’t directly impact rankings, they provide a contextual understanding for search engines, reinforcing the relevance of your page content to specific search queries.

Incorporating relevant keywords in your meta description aligns with user search intent, further enhancing the perceived relevance of your content. This alignment can indirectly influence your page’s performance in search results. An accurate and engaging meta description also sets the right expectations for users, leading to lower bounce rates and longer engagement times on your site. These factors, though indirect, are crucial in a comprehensive SEO strategy.

In the era of mobile and voice searches, the importance of concise and clear meta descriptions has risen. They cater to quick, on-the-go searches and are integral in providing succinct responses to voice queries. In essence, while meta descriptions don’t directly sway Google rankings, their role in drawing clicks and fostering user engagement is indispensable for effective SEO.

Get the URL right

The URL or permalink of a webpage significantly impacts its SEO effectiveness. A clear and descriptive URL helps search engines and users understand the content of a page. Including relevant keywords in the URL can enhance its visibility in search results, as search engines use it to gauge the page’s content.

Additionally, a well-structured URL, which is short and avoids unnecessary characters, improves user experience. Users are more likely to click on a URL that clearly indicates what the page is about. Also, clean URLs are easier to share and remember, increasing the likelihood of direct visits and backlinks, both of which are beneficial for SEO.

Start with these on-page elements

Search engine optimisation is such a critical part of any digital marketing strategy. When you create the next post on your blog or website, make sure to incorporate these on page SEO elements. They may be just what you need to break through the competition and to rank high on Google search.


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