Basic SEO On Page

This article will be focused on basic SEO On Page principles and it is not AI written, all these principles are based on my five years of experience, working for three different companies, a Swiss company, a German company, and also the trainings I took over the 5 years, books I read about digital marketing, articles, blogs, also things I learned from my bachelor degree in computer science, also for the clients I worked for within the agencies I worked with, also from private clients, trials and errors, so On Page SEO is the part where we optimise the page at the page level.

These things are defined after we do the technical part, or as it is called Technical SEO, but that is a topic for another topic, so now we will only be focused on the On Page, you can click on this link: read about Technical Part.

This is just the basics part, so for everyone who is a beginner in the SEO world or is a student and studying digital marketing this mini guide is for you to get started.

What exactly is On Page SEO?

The On Page SEO part is one of the three cores of SEO, On Page, Off Page and Technical SEO.

Off Page SEO is the process of building PR and linkbuilding, the technical part is how fast, accessible and crawlable your website is, On Page SEO is the changes that you make within SEO.

So the structure of On Page SEO is the whole website, the architecture, the navbar, the footer, the menu, mobile, desktop and tablet versions, schema, links within the page, image SEO, anchor texts, descriptive names, heading structure, keyword placement, intent oriented, subheading, but for now let’s only focus on the basics with an example so you understand it easier.

Example: Optimizing a landing page

Before we go further, a landing page is very different from an article, with an article you inform users about a particular product or service you wanna sell and with a landing page you are trying to convert a user to buy, sign up, subscribe, give their email addresses, so a conversion is an expected action you wanna get from your visitors.

A landing page simply tries to sell for you online, easy example: SEO Agency London is a landing page because users are trying to find an SEO agency so it is a landing page, while with “what is SEO”, someone is trying to learn what SEO is.

Let’s pick that keyword that we found from keyword research (keyword research is also another topic that we will discuss).

We create the landing page with the SEO Agency London as the primary keyword.

One of the BIGGEST MISTAKES that people make is they structure the page in a good way, they include schema, keyword placements, images, also images are optimized, but they completely miss the intent behind the page, if the page is a landing page, do not write about what is SEO, tips for SEO and blah blah blah, just write about how SEO works, why to choose me (if you are working as a freelancer), or why to choose us (if you are an SEO agency), also use some use cases from previous clients that worked with you, include your workflow on how you work, CTA (call to action) button, if you do not know what CTA is: it is simply a button on a landing page, where you say: for example: contact me, call us, so you call people to take action for you.

The reason why I stretched this longer is because most people miss it.

Another thing I wanna discuss is: keyword placement, also a disclaimer: you do not put keywords everywhere on the landing page or in an article, that used to work back in the day, when people just randomly stuffed keywords everywhere on the page, so they did keyword stuffing or as it is called keyword spam, that does not work anymore these days, because Google and other web crawlers have gotten smarter and they know you are trying to manipulate rankings.

You have to put keywords naturally on the page, and it does not mean that you have to put a keyword in every heading or every paragraph, just put them naturally on the page.

Meta title: Do not write a long meta title, use the keyword in the meta title, also use the keyword in the meta description and use a CTA in the meta description to call people to take action and this also increases the CTR, I will also explain what a meta title and a meta description are and how to write them in the future so you will be set to a good starting point.

Also the heading structure: you should structure the page: from h1 to h2 to h3 to h4 to h5 to h6.