Whenever we talk about SEO, we always discuss it by dividing it into On-site SEO and Off-site SEO. In this article, we are going to talk about what is on-site SEO. We already know Search Engine Optimization is a technique that is used to increase the quality and quantity of organic traffic. Here in this article, we are going to investigate the query which is what is on-site SEO.
Whenever a website comes into existence on the web. It needs to be optimized to be able to get rank. One may ask why is it so? Then the answer is so simple because search engines use programmes to index and rank a web page. Unlike human beings, they can not judge the quality of a web page by looking at it. Therefore SEO means helping search engine to understand our website.
What is On-Site SEO in it’s simplest form
On-site SEO means all optimizations which are performed on the website itself with an intention to increase organic traffic. It is fully in control of website owner or administrator, unlike off-site SEO. On-site SEO is also called on-page SEO sometimes.
On-site optimization can involve optimizations for two things. One is optimizing the website for Search Engines and second is optimizing the website for visitors. These two faces of on-site SEO are equally important. If you fail in any of these you will either not rank or earn bad reputation. Both of these will affect your ranking directly.
What is On-Site SEO for search engines
When we talk about on-site SEO in the context of search engines, it means optimizations that we perform on our website to so as to better communicate with search engines. You can we do changes in our site which help search engine to understand our content. Therefore this helps search engines to rank our website better.
These optimizations are fully in our control. Search Engine itself encourages webmasters to make their website Search Engine friendly. This is the search engines like google, bing issued webmasters guidelines.
We can draw out the following conclusion about on-site SEO.
Search engines are programmed in such a way that they rank the content which seems high quality for users. Therefore webmasters need to give clues to the search engine that their content fits users demand. Hence these optimizations are performed on-site therefore known as on-site SEO.
On-site optimizations for search engines a few years ago
This section exposes some important on-site optimizations for search engines. Some years ago, on-site SEO for the search engine was simply the use of specific high-value keyword at right places. Places such as title, meta description, first paragraph, subheadings etc. But nowadays it is a lot more than that.
Now search engines are far smarter. They are working more complex algorithms. Now search engines are having a lot more capabilities in recognizing the content. Now search engines can recognize the content even by synonyms of the main keyword.
Example of on-site optimization a few years ago
Let’s consider an example, how SEOs used to optimize their site or page for search engines.
Suppose if I am writing a post or article. First of all, I defined the main keyword for my post or article. Here keyword means the main topic on which I am writing about. I would make sure that these keywords are highly searched and less competitive being relevant to the topic. This entire process of choosing the right keyword is known as keyword research.
After that, I used that keyword in prominent places of the article. It was done to hint the search engine that this article is related to this query or keyword. On this basis search engines used to rank the webpages.
But in this method of ranking webpages, there were a lot of loopholes. These weaknesses were exploited by black hat SEOs. Hence techniques like keyword stuffing came into existence.
On-site optimizations nowadays
Nowadays search engines are equipped with more sophisticated algorithms. Therefore the on-site SEO has changed much. Now search engines consider a lot of factors to know about the query to which the article is most relevant. For example, keywords used a number of times, synonyms of the main keyword, Meta description, image alt (alternative) tags, subheadings, outbound links, interlinks etc. Therefore because of this exponential growth of search engines on-site SEO has changed a lot.
This exponential growth of the search engines led to black hat SEO techniques like keyword stuffing become useless. Now keyword stuffing can get you penalty from Google.
Example of on-site SEO performed nowadays
Now when any content marketer writes any blog post or article he or she considers a lot of things. Let’s understand this through an example.
Let’s take my own example, whenever I write an article I follow the following things
- The main keyword should be in the title. I prefer placing it in the beginning.
- Keywords in the subheading but be cautious not to over-optimize it.
- Always be watchful with the keyword density.
- Try to use synonyms rather than the same keyword.
- The image should have proper alt text and also load faster.
- Structure of the article should be good. For example, it should be a step by step guide.
- The article should provide value to readers.
- Content should be error-free be it a grammatical or spelling error.
- Content language should be easy to understand for your target audience.
- User experience and user interface should be good.
- Above all the reader coming to your website should be satisfied and engaged in your article. That is your article should be interlinked properly.
Now we can say the ultimate goal of on-site SEO is as follows:
- Creating search engine friendly content, such that it can understand the structure and topic of the article.
- Writing an article or blog post which is loved by readers. Creating original and valuable content.
- Increasing user experience and good user interface so that your website look authoritative and professional.
You have to achieve these goals however possible using white hat techniques. If you are able to accomplish all these given goals then I can say you have mastered the on-site SEO.
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