Getting Started With On-page SEO And Technical SEO

By Matt Bertram

By Matt Bertram

Matt Bertram is Head of Digital Strategy at EWR Digital. He is a nationally recognized expert in SEO and the Co-Host of the top rated SEO Podcast, "The Unknown Secrets of Internet Marketing." Author of Build Your Brand Mania: How to Transform Yourself Into an Authoritative Brand That Will Attract Your Ideal Customers with contributing articles in Forbes, Search Engine Journal and numerous other publications pertaining to digital marketing.

Your website may be well-crafted with content and a high-quality user experience – and yet if fails to bring in the necessary traffic, it is time for a Technical SEO audit.

When planning inbound marketing, 61% of marketers believe that SEO is a top priority. And no SEO may equal lesser sales in the digital environment.

But, here’s the catch. It encompasses technical SEO that’s a separate niche, much like its siblings — link building and content marketing.

Technical SEO focuses on how well search engine spiders can crawl and index your site. It is different from On-page SEO which deals with content optimization and link building on the same page.

While On-page SEO heavily relies on keywords, site mapping and formatting, technical SEO forms the foundation to strengthen your content and marketing strategy.

Here, let’s touch upon the key aspects of both and see what tactics you can use to make your website rank higher.

On-Page SEO

Optimization of individual web pages for sake of better rankings and higher inbound traffic can be summed up as the on-page SEO. It entails optimization of both HTML source code and content on the page.

Unique Content Creation

Content is essential for your audiences and search engines as well. It should be flawless, unique, informative, and relevant.

Keyword Placement and Presentation

Understand how your target audience phrases their search. Create your content using the keywords that can direct the users to your website. Then, strategically place the keyword in the first 100 words.

Google Search - EWR Digital

There might be currently a lot of websites out there which rank high for your keyword; make the content on your page better than that. Present your content in a unique way in terms of value and story.

Optimize Your Content

Content optimization does not mean high rankings alone. Thin content can be identified as low quality pages that add little to no value to the reader. Examples of thin content include duplicate pages, automatically generated content or doorway pages. Always strive to avoid low-quality content. Google prioritizes high-quality content over thin content and duplicate content. Rather than creating a separate page for each keyword variation, group similar topics together to create a comprehensive page.

Macy's - EWR Digital

Don’t Fill the Space With Text Blobs

Many websites use auto-generated content, which will only get better due to developments in machine-learning. But Google can tell when you try and manipulate the search rankings with keyword-stuffing; more number doesn’t necessarily mean more value for your page. The content must flow naturally, and as for your existing content, work around the weaker parts rather than starting from scratch.

Keyword stuffing - EWR Digital

Consider Other Elements

URL and Meta Tags

GoogleSearch bar - EWR Digital

URL and Meta Tags should be specific to the page and avoid a long URL or one which doesn’t have any keyword in it. Use https:// protocol instead of http:// by obtaining an SSL (Secure Sockets Layer) certificate, which is used to encrypt data. 

Pay attention to meta descriptions and title tags, which are important for click-through rate. There should be only one headline tag H1 with a keyword or its modified version in the beginning of the title. Subheadings are all in H2 tag and at least one of those must contain a keyword.

Google Search Ranking - EWR Digital

Internal Links and Redirects

To make the user navigation easier, internally link all the pages. Feature the links as tabs on the page as opposed to drop-down links.

Use a hyperlink with anchor text, but avoid using the same keyword for every anchor text. Also, keep the link volume reasonable. Too many links on a page can affect Google’s evaluation as it is viewed as thin content.

Your Visual Content Tool Kit - EWR Digital

In case of deleting or renaming a page, the old URL links must be updated. Or you can redirect to the new page, but avoid long redirect link chains.

Optimize Visual Content

Compress your images to web and optimize thumbnails to boost speed.  You can work with PNG-24 images which are high resolution and with a lot of colors.  For fewer colors use PNG-8. Rest, go for JPEG images and use GIFs for animation.

Better web accessibility and image context is provided with alt text descriptions. These images then read naturally to the users. To help Google discover images, submit an image sitemap in Google Search Console.

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Technical SEO

Search engines should be able to crawl, access, or index your web pages without much difficulty. Optimizing this is the Technical SEO process.

Technical SEO includes:

Page Load Speed

Time-to-first-byte (TTFB) is a top-ranking factor that affects

PageSpeed Insights - EWR Digital

your site’s performance. Additional elements like widgets, tracking codes, and excessive plugins can ca

use the page to load slowly. Diagnose the speed problems by using Google’s page speed insight tool.

Minimize the elements and optimize the visuals by adjusting the size and using proper format. Create a sprite file comprised of smaller images.

Customize Your Redirects

Reddit 404 - EWR Digital

Limit your redirects to have a single redirect for one page. Permanent 301 redirects are implemented in cases when a page is removed or locations are changed. If it can’t be redirected, design a unique 404 error page which redirects to the home page. Use Google Search Console to locate crawls.

Make the Site Mobile-Friendly

Multiplatform - EWR Digital

After April 2015, Google started putting more emphasis on mobile-friendly sites as a ranking factor.

Find out about your site using Google’s mobile-friendly test tool.

Use responsive design to change the appearance of your site according to the user’s device. You can also use different URLs for desktop and mobile or shrink the content for phones and tablets.

Focus on Improving the Site Architecture

A content silo is a method of grouping related content together to establish the website’s keyword-based topical areas or themes.

PageSpeed Insights - EWR Digital

Technical SEO also has some important elements in common with On-Page SEO like internal linking and avoiding duplicate content. Siloing content is important to define the site architecture. By linking the pages in the same category the user can access older published content.

Structured data markup like rich snippets gives information regarding the content. Use Google markup helper to add rich snippets and missing tags.

Get Started With Technical and On-Page SEO with EWR Digital

SEO is a vast subject and the tips mentioned here are but a few basics. Any major issues on your site can be rectified using the above tips. You can enhance the performance of your site and get your site ranked higher on Google! To understand more on how EWR Digital can help you, contact us at 713-592-6724 today!

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Getting Started with On-Page SEO and Technical SEO | EWR Digital