On-page optimization: definition, SEO relevance and SEO factors
On-page optimization (often also called on-page SEO or on-site SEO) is the process of adapting websites with the aim of achieving a better ranking in the major search engines. This discipline of search engine marketing (SEM) provides website operators with the most optimization options. There are also some very simple but extremely effective options (low-hanging fruit), such as creating a good meta title.
Why is on-page optimization important for SEO?
Search engines still use keywords in particular to check whether a page matches a user's search intent. If Google and co. come to the conclusion that a page is relevant and useful, it is likely to be ranked prominently.
These keywords are of course written on the individual pages of a website, i.e. onpage or onsite: Be it in the text content or in the meta data. Search engines attach great importance to analyzing this and other on-page factors. For this reason alone, on-page optimization should be as comprehensive as possible.
The user experience is closely linked to this SEO discipline. Pages that perform well in terms of user experience are likely to appear particularly high up in the rankings for relevant search queries.
The search services recognize the quality of the user experience by taking a close look at the structure, the orientation potential, the loading speed and the mobile capability of a page. They can differentiate between good and less good by analyzing clicks, dwell times, times until content is made available and codes used.
Accordingly, beneficial on-page optimization should by no means be geared exclusively to the requirements of search services. A special focus should be placed on the users.
Which factors are particularly important for on-page optimization?
The search engine leader Google recommends that on-page SEOs focus on the principle of "people first". This means that it is more important than ever to create content with real added value that matches the intentions of typical visitors.
Ideally, all the onsite SEO factors listed below focus first on the search engine users and then on the search engines.
- Content: Good content for onsite optimization is genuinely helpful, contains the most important keywords and is presented in an easy to absorb structure.
- Code: The codes of a page should be cleanly programmed and not too cluttered for good onpage SEO success. Furthermore, all meta information - especially title, description and image alt descriptions - should be filled out.
- Website architecture: Search engines also pay attention to fast page loading speeds (also related to clean code), the best mobile responsive designs, meaningful URLs and helpful links.
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