On-page search engine optimization (SEO) refers to the practice of optimizing the content and HTML of web pages. Why does it matter?

As we discussed in a post about why you need a long-term SEO strategy, successful SEO can be thought of as a three-legged stool that balances aspects of on-page, off-page, and technical SEO. All are important to ensuring a successful strategy.

How is On-Page SEO Different than Off-Page and Technical SEO?

But what’s the difference between the three? Let’s break it down.

On-Page SEO

On-page SEO is all about what happens directly on your website. Think of it like how you might set up a physical store. You’d want to ensure everything inside (e.g., your products, signs, layout, etc.) is organized so customers can easily find what they need.

For a website, this is the equivalent of tactics such as making sure your keywords are in the right places (e.g., titles and headings) and your pages are easy to navigate.

In short, it’s really about being helpful to both users and search engines.

Off-Page SEO

Off-page SEO is about building your reputation outside of your website. Think of it like networking for your business.

Just as good reviews, word-of-mouth, and partnerships with other businesses boost your reputation in the real world, off-page SEO works similarly online.

Technical SEO

Technical SEO helps your website run smoothly behind the scenes. This is like making sure your store has good lighting, is easy to find, and has secure locks on the doors.

In the website world, this means making sure your site loads quickly so visitors don’t leave, ensuring it works on all devices (mobile, desktop), keeping it secure through encryption (i.e., HTTPS), and more.

So, to summarize:

  • On-Page SEO: Optimizing the content and layout of your website so it’s relevant and easy to use.
  • Off-Page SEO: Building your online reputation and authority through links and mentions from other websites.
  • Technical SEO: Making your website fast, secure, and easy for search engines to understand.

Together, these aspects work to improve your website’s visibility and attract more visitors/customers.

Still with us? Good. Now that we know what on-page SEO is and how it differs from other SEO disciplines, let’s cover the key elements you can try to enhance the on-page SEO on your site.

What are the Key Components of Successful On-Page SEO?

Several components work together to form a strong on-page SEO strategy, but we’ve found the below to be the most effective:

  • Content Quality: High-quality, informative content keeps users engaged and encourages sharing.
  • Targeted Keywords: Identifying and using relevant keywords is essential for capturing search intent.
  • Meta Tags: Properly optimized title tags and meta descriptions help improve click-through rates from search results.
  • Header Tags: Using headers to structure content allows for easier reading and indexing by search engines.
  • Internal Linking: Connecting pages within the same website enhances navigation and context for search engines.

In addition to these components, the use of multimedia elements such as images, videos, and infographics can enrich the user experience. These elements not only make the content more engaging but also provide additional opportunities for optimization, such as using alt text for images.

The Role of Content Quality in Successful SEO

We’ll keep this short because we’re sure you get the gist: Content quality, above all else, is the single most important on-page element to successful SEO.

Put simply, your content needs to be relevant, in-depth, and useful to a user’s query to rank and sustain visibility. How do you do that?

Prioritize creating meaningful, high-quality content that answers user questions and keeps them engaged.

Importance of Keyword Research

Keyword research is another of the foundational steps in effective on-page SEO. Why?

By understanding what terms users are searching for, you can tailor your content to meet your audience where they need you most. Popular tools (we like SEMRush) can help identify high-volume keywords relevant to specific niches.

Where do you start with keyword research? We’ll cover that in a future post. But, in general, here’s a quick-start guide:

Step 1: Think about the topic or topics most relevant to your audience(s) and your business. Also, consider them through the lens of where they might fall in your buying funnel.

For example, if they’re just starting their search and gathering information, they’re likely looking for broad, educational content at the top of the funnel. In this case, focus on keywords that address common questions or problems they might have, like “how to choose the right [your product]” or “best practices for [your service].”

Conversly, if they’re lower in the buying funnel, focus on more specific, transactional keywords that reflect a higher intent to buy or take action. These include comparison keywords (e.g., “X vs Y” or “best [product category]), action-oriented keywords (“order,” “buy,” “sign up,” “schedule,” etc.), location-based keywords (“near me” or “[product/service] in [city]) and more.

Step 2: Use keyword tools to discover relevant terms. These tools will give you insights into search volume, keyword difficulty, and related terms that users are actively searching.

Step 3: Analyze your competitors. Look at what keywords their top-performing pages are ranking for, and identify opportunities to create better, more valuable content around similar terms.

Step 4: Prioritize long-tail keywords. These are longer, more specific phrases that often have lower competition and higher conversion potential. For example, instead of targeting “running shoes,” you could focus on “best running shoes for flat feet.”

By following these steps, you’ll have a solid foundation for identifying the keywords that matter most to your audience and business.

Including Keywords in Your Page Title Tag, Meta Description and Headers

Once keywords are identified, strategic placement is crucial. This includes in the page URL, title, headers, body content, and image alt text.

  1. Page URL: Include your primary keyword in the URL to reinforce the content’s focus.
  2. Page Title: Include the primary keyword in the page title to signal relevance to search engines.
  3. Header Tags: Use keywords in headers (H1, H2, etc.) to structure your content and indicate main topics.
  4. Body Content: Naturally incorporate keywords throughout the content, maintaining readability.
  5. Image Alt Text: Don’t forget to use keywords in the alt text for images to improve accessibility and SEO.

Cluster Your Content via Internal Linking

Content or topic clustering refers to the grouping of content around a topic to create value for users. Beyond that, it can improve your SEO by signaling to search engines that your website offers depth on specific subjects.

Creating a content cluster usually involves two main elements: a pillar page and supporting content pages. Think of the hub and spokes on a wagon wheel to visualize it.

The hub (i.e., the pillar page) represents comprehensive, in-depth content covering a broad topic. Conversely, the spokes, all linking to the hub, represent supporting articles or blog posts that cover specific subtopics related to the pillar content.

Examples

To provide more context, let’s walk through an example of how you might create a content cluster for your small business.

Pretend you run a small auto shop in your town. To enhance your discoverability locally, you might create a content series about auto maintenance. In that case, you might create a comprehensive pillar page tied to your service area: “The Complete Guide to Auto Maintenance for Car Owners in [The Name of Your Town].”

Next, you could create cluster content relevant to the topic. Examples could be:

  • “How Often Should You Change Your Oil if you Live in [Your Region]?”
  • “Signs You Need Brake Repair and Replacement”
  • “Tire Maintenance: Rotation, Balancing, and Replacement Explained”
  • “Top 5 Winter Car Maintenance Tips for [Town Name]”
  • “How to Prepare Your Car for a Long Road Trip in [Your Region]”

The same principle applies for large B2B entity with a broader audience.

For example, let’s say you run a large industrial equipment supply company. In that case your content clustering can focus on a complex topic such supply chain efficiency or equipment maintenance for specific industries.

Pillar Content: “Maximizing Supply Chain Efficiency with Industrial Equipment”

Cluster Content:

  1. “How to Choose the Right Material Handling Equipment for Your Industry”
  2. “5 Ways Automation Can Streamline Your Production Process”
  3. “Best Practices for Implementing IoT in Industrial Equipment Maintenance”
  4. “How to Reduce Operational Costs with Energy-Efficient Machinery”

The possibilities are endless. It all depends on what your keyword research turns up.

Curious to learn more?

We hope you found the above helpful are you’re excited to put it to use! Interested in applying the techniques outlined above but not sure where to start?

Give us a call or send us an email. We’d love to talk through what you’re trying to accomplish and offer advice.