Search Engine Optimisation (SEO) has always been around for almost as long as the internet has been public, and since the early days, organisations have been using it to reach new audiences, mainly bring traffic to their websites, spread knowledge, and drive growth.
But SEO Services in Adelaide has changed a great deal since it was first used to stuff as many keywords as possible into content and fill pages with backlinks. Over time, SEO has become a sophisticated and technical practice that’s highly informed by current web user behaviour, and today’s incarnation uses both on-page and off-page techniques to ensure high-quality websites make it to the top of search engine result pages.
But what exactly are on- and off-page SEO, and how can digital marketers mainly use them to serve clients? So, that’s exactly what today’s discussion will be dedicated to, so stick around to learn everything you need to know about modern SEO best practices.
What is On Page SEO?
The Best SEO Adelaide involves all the on-site techniques you can employ to ensure a webpage will rank on a SERP, and it can also help determine how well that page ranks. It mainly uses both content and technical elements to improve the quality of a page, so the more on-page SEO you do, the more traffic you’ll get to a website and even the more relevant that traffic will always be.
There are always many different technical aspects of a webpage that can be optimised with on-page SEO, and they include:
- Title tags
- URL structure
- Alt text for images
- Site speed
- Internal links
- Meta descriptions
On-Page SEO Technical Best Practices
Title tags are HTML elements you can use to designate the name of a webpage, and that gets displayed on SERPs as the clickable result title. Each title tag should always be unique, descriptive about what the page is about, optimised with a keyword and under 60 characters in length.
Headings are the titles you give your content, and these should be in H1 format for the best results. Headings should also focus on relevant and descriptive words, and while you can optimise them with keywords, don’t stuff them full. To break up content, you should always use subheadings (H2 through H6) following the same best practices, but don’t repeat keywords or phrases throughout a post.
The URL structure is important when search engines determine how relevant a page is compared to a query, and it should be descriptive of the page’s subject. You can even optimise URLs with keywords, so long as they’re relevant.
Alt text or alternative text provides search engines with more correct information about an image, though it’s typically used to describe images to web visitors who can’t see them. As such, the alt text should always be specific and descriptive of the image content, 125 characters or less, and optimised with a keyword or phrase only if appropriate.
Page load speed is important because slow-loading pages have high bounce rates:47 per cent of people expect a site to load within two seconds, and 40 per cent will leave after three. So, as such, search engines penalise slow-loading pages with a lower ranking, so it’s important to ensure fast page load speed.
Internal links make your site easy to navigate for visitors, but they also make it easier for search engines to understand your site and index your pages, and this will result in a higher rank. At the very least, each page on your site should link back to its category or subcategory page and the homepage.
Meta descriptions are mainly brief but vivid descriptions that expand on title tags, summarise a page’s content and tell web users why they should read your content instead of somebody else’s. The Meta description mainly appears below the title and the URL, and it should be kept below 160 characters.
Responsiveness is a design element that ensures your page will display properly on any device, including mobile devices and desktop ones. This will continue to be an important factor as more and more people around the world use mobile devices for an online search.
Finally, a note about keywords. Keywords are the glue that basically holds together your on-page SEO strategy because they can be incorporated into all these technical elements to help the right visitors find you at the right time. To be effective, keywords must be researched and carefully selected, and they must be worked into the content naturally and seamlessly.
On-Page SEO and the Impact of Content
While the technical aspects are always important, one of the most crucial elements of on-page SEO is content because this is what brings traffic to your site.
However, not just any content will also do, and today’s web users are looking for relevant, interesting, engaging, and informative content that fills a need. In other words, people must want to consume the content you’ve created, which can come in several different forms, such as:
- Web page copy
- Case studies
- Original research
- Instructional articles
- Quizzes and poles
However, another important element about the content you create is that others must always be able to link to it, which means avoiding content that requires a login, copyrighted material, and certain slide shows.
Search engine optimisation best practices are mainly evolving all the time as a web user and online consumer behaviour changes, and right now the best approach to SEO Company Adelaide is always having a solid strategy in place to address both on- and off-page elements.
On-page, the main concerns are always quality content and making sure the technical aspects of the site have been optimised for speed, efficiency, and keywords.