The goal of any website is to optimize the user’s experience for their searches. This article discusses how to sustainably improve the Google ranking to stand out from the competition and attract new visitors.
What is on-page optimization?
On-page optimization is a component of search engine optimization (SEO), which refers to the increase of technical, content-related, and structural aspects of a website. It is the process of optimizing the entire website to ensure that the content is excellently crawled and indexed by Google as well as other search engines. There are factors that Google considers when analyzing a website which leads them to decide how it will be ranked for certain keywords.
What are the goals?
- A fast-loading website with unique content for a specific search term or topic
- Improving visibility in search engine results
- Improving the user experience
- Drawing attention to new web visitors
Five Factors to boost your rankings
Technical aspects of on-page optimization are very important, as they have a great effect on the user experience.
Firstly, the loading speed of a website increases its usability. Secondly, a fast-loading website is a positive ranking signal for search engines. To have a positive loading experience from the very beginning, one should make sure to choose a good hosting provider, like IONOS.
On-page optimization also includes improving websites for accessibility by mobile devices such as smartphones, because mobile-friendliness is a ranking factor for Google.
2. URL and website structure
The closer the keyword is to the domain name of a website, the better the ranking of the subpage. Keywords and their position in a URL are no longer relevant for its ranking. However, for users and search engines, the keywords in the URL are important to orientate themselves in terms of content.
URL length plays a crucial role for search engines, as it can influence crawlability. Shorter URLs are more likely to be shared and clicked in search engine rankings than long URLs.
3. HTML body and text
The actual content is found on a website, which is where on-page optimization takes place as part of content optimization – including the use of synonyms, file names of images, structural elements like using bold and italic and heading tag for better capture of the heading structure.
Internal links offer a great possibility to optimize subpages in a target-oriented manner. Since there are no spam filters for internal links, the anchor tags can be linked with the main keyword of the target page. In this way, the relevance of a subpage to a specific keyword can be strengthened.
A very important area is the constant improvement of the website content. This does not only include the texts, but also images and videos. The content should be unique and satisfy the search needs of the target group. At the same time, it is important to clearly structure the text elements, for example with subheadings and h-tags.