On-Page SEO Factors

Even though Google has greatly increased the importance of off-page SEO ranking factors, it is still very important that you use fundamental on-page SEO tactics on your site. Otherwise, you will be at a disadvantage compared to sites that optimize their landing pages effectively.

There are probably a couple dozen landing age elements (if not more) that the search engines consider in their ranking algorithms. With that said, there are only a handful of factors that are important enough for you to worry about. Here is a brief explanation of these factors:

Title Tags
Every search engine factors a page's Title into their ranking algorithm. For that reason they should never be omitted. Although their relative value has probably been in steady decline for several years now, they are still a significant ranking factor. They are also important because they are almost universally used by search engines as the anchor text for your page's listing in their results pages.

Learn more about How To Optimize Title Tags.

Meta Description Tags
The Meta Description tag is the second-most important element to include in a landing page's Head section. The content of the Meta Description should be relevant to the page and support the theme established in your Title tag. Meta Descriptions typically elaborate on the Title while also introducing secondary keyword phrases that may not have been important enough to display in the Title. The Meta Keywords tag is another Meta tag that many SEOs focus on even though their value has been almost completely discounted. We do not recommend spending any time optimizing them – your effort would be better focused elsewhere.

Learn more about Meta Descriptions and how to optimize them.

Body Content
Having optimized Title and Meta Description tags will not help much if you do not have content on your pages to support their content. Several years ago it was possible to see significant ranking improvements by optimizing Title tags on a large scale without having to tweak copy. This is no longer the case. It is crucial that all of your landing pages utilize the phrases you are trying to optimize for in non-hyperlinked body content. Otherwise, you will be unlikely to see the SEO results you want.

Learn more about optimizing Body Content and Keyword Density.

Heading Tags
Heading tags (e.g., <h1>, <h2>, etc.) specify the topic of sections or paragraphs on a page. They are analagous to the headlines of a newspaper and should read in much the same way. Heading tag content has traditionally been weighted more than standard text by search engines. It's impossible to know just how important they are for SEO these days, but they are probably not completely discounted. For that reason, they should be optimized so that they contain high priority keywords.

Learn more about How To Optimize Heading Tags.

Other Factors
Again, we do not mean to suggest that the four on-page elements listed above are the only factors considered by search engines in their ranking calculation. For example, you may have page templates that contain thousands of lines of on-page JavaScript or CSS declarations that could easily be externalized. Although these factors may not directly affect a page's ranking, it can affect the usability and load times of a page which would in turn indirectly affect its ranking.

Learn more about additional on-page SEO factors you should consider and how to address them if necessary.

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