On Site Search Engine Optimization

On Site SEO is becoming increasingly important for businesses, particularly for small businesses to achieve online growth. In this guide, we review the aspects of On Site Search Engine Optimization, search engine optimization in digital marketing, why on page seo is important, and search engine optimization techniques. Then finish off with some essential tips as to how you can make your website more user-friendly by optimizing it for search engines.

In this guide, we review the aspects of On Site Search Engine Optimization, search engine optimization in digital marketing, why on page seo is important, and search engine optimization techniques.

On Site Search Engine Optimization

Search Engine Optimization, or SEO, is an important part of online marketing. The goal of SEO is to help your website rank higher in search engine results pages (SERPs). By implementing search engine optimization strategies and best practices, you can increase traffic to your site and turn those visits into customers.

The Importance of Site Search

  • Site Search is a critical component of your website’s user experience.
  • The need to optimize site search is greater than ever before, as users no longer rely solely on a single search engine to find what they are looking for. Instead, they utilize multiple tools and platforms in their quest for information—and often refer directly from these other sources when looking for specific products or services.
  • As such, it is essential that you optimize your site search results so that they provide the most relevant information possible when queried by potential customers (and prospective clients).

What is On-Site Search Engine Optimization?

On-site search engine optimization is a way to help your site rank higher in search engines.

Unlike off-site search engine optimization, which focuses on the external factors that impact your site’s organic visibility (such as backlinks and social media), on-site SEO focuses on improving your website’s performance and user experience.

On-page SEO involves making changes to your website code so that it can be fully optimized for search engines to crawl, read, index and rank it properly.

On-Site SEO Checklist

  • Check for broken links.
  • Check for duplicate content across the site.
  • Make sure the meta description tag on each page is unique.
  • Make sure the title tag is unique and contains your target keywords, including those in your domain name (ie: “Best Practice Tips” vs “Best Practices”).
  • Make sure all header tags are properly formatted and contain keywords that matter to you (ie: h1, h2, h3 etc.).

Make sure alt attributes are appropriate for images on your website (ie: alt=”this is a photo of me”)

Domain Name

The domain name is important because it’s the first thing people see when they visit your site. The word “domain” refers to how you set up a website on the internet, but many people use it as a verb as well—to “create a domain.” You should have already registered (or reserved) your domain, so we’ll move on from that topic now.

The next step is choosing a name for your website or blog. This will also be part of what shows up when someone searches for content related to your topics—it’s called Search Engine Optimization (SEO). So if you’re trying to come up with catchy names for things like shirts or posters about your topic, try searching for them online before settling on one! You might discover an already popular name or two that could easily be used by you too!

search engine optimization in digital marketing

Search engine optimization is the science of improving a website to increase its visibility when people search for products or services. The more visibility a website has on search engines, the more likely it is that brand captures business.

Website visibility is commonly measured by the placement — or ranking — of the site on search engine results pages (SERPs). And companies always vie for the first page, where they are most likely to garner the most attention.

Using Google as an example, SERPs often feature ads at the top of the page. These are positions that businesses are willing to pay for to ensure placement on that first page. Following ads are the regular search listings, which marketers and search engines refer to as organic search results. The SEO process aims to increase a business’s organic search results, driving organic search traffic to the site. This enables data marketers to distinguish between traffic that comes to a website from other channels — such as paid search, social media, referrals and direct — and the organic search traffic.

Organic search traffic is usually higher-quality traffic because users are actively searching for a specific topic, product or service for which a site might rank. If a user finds that site through the search engine, it can lead to better brand engagement.

How does SEO work?

While there is a way to maximize results, it is almost impossible to fully manipulate search algorithms. Businesses often look to the shortest path toward ideal results with the least amount of effort, but SEO requires a lot of action and time. There is no SEO strategy where something can be changed today with the expectation of clear results tomorrow. SEO is a long-term project, with daily action and constant activity.

Search engines use bots to crawl all website pages, downloading and storing that information into a collection known as an index. This index is like a library and when someone searches for something in it, the search engine acts as the librarian. The search engine pulls and displays relevant information from the search query and shows users content related to what they were looking for. Search engine algorithms analyze webpages in the index to determine the order those pages should be displayed on the SERP.

What algorithms evaluate for search engine optimization?

There are hundreds of factors that go into what content from the index gets displayed into a SERP. However, they bubble up into five key factors that help determine which results are returned for a search query.

SEO benefits

Search engine optimization is an essential marketing activity to make a website or business visible on the web. But it also provides several other benefits to companies.

Builds trust and credibility

Sites that rank high on SERPs are considered to be of the highest quality and most trustworthy. Results shown on the first page are the most relevant, resulting in more credibility for the business or website. Having the right content on the site and a good user experience will help the website rank higher.

Provides a competitive advantage

When good SEO is deployed consistently, those that do it more and better will outrank the competition. Many businesses feel they cannot afford to not be on the first page of a search result. But if a team works toward that goal and shows ahead of the competition, they will have a competitive edge.

Reaches more people

SEO helps attract any user with intent at any time, regardless of phase of the customer journey that user is in. It relies on keywords and phrases to attract audiences to specific products and services. Businesses can create a list of keywords for which they would like to rank, then build content around those keywords.

Supports content marketing

By having a list of keywords to rank for and building content around those keywords, users are more likely to find the information they seek. Content and SEO work in harmony with each other. A site will rank better by creating useful, high-quality content that is optimized for those keywords. Ensuring the keywords are present in headings, meta descriptions and the body of the content will improve rankings for those terms.

Ranks better in local searches

The use of local searches are becoming more common, with users looking for products or services “near me.” To improve listings in these searches, a company can create a Google My Business account and optimize the listing for local searches. Along with that and the localized content on the website, a user will be more likely to see local search results in their queries.

Understand web environment

Users that stay up to date on the everchanging internet will be better able to execute the ongoing SEO needs for a website. By staying up to date, businesses can better understand how search works and make more informed decisions on how to change and adapt their strategies.

Relatively inexpensive

To have an effective SEO strategy, companies need to invest in the time and resources to be effective. There are companies that can be hired as SEO experts to manage the strategies, but companies with the right team in place can do it themselves.

Get quantifiable results

There are tools and analytics data that can be tapped into to measure the effectiveness of SEO efforts. Google Analytics can provide comprehensive data around organic traffic. Data includes pages that customers engaged with and keywords used in search. That data can then be cross-referenced with intended actions taken to see how SEO played a role in customer engagement or acquisition.

why on page seo is important

The substantial traffic for your website is undoubtedly achieved by organic traffic from search engines. The number of users you attract to your site depends on your rank in the search engine. Therefore organic traffic is always needed to be there.

SEO means search engine optimization, and it includes off-site, on-site strategies used to improve your ranking on the search engine; that is, your site shows up when someone searches for the services or product.

On-site strategies are also known as on-page strategies that focus on optimizing keywords, meta tags, and other technical SEO elements. In contrast, off-site strategies focus on off-page or off-site strategies, establishing a backlink portfolio.

What Is Off-Page SEO and On-Page SEO?

These two strategies work together to build a page that is prone to search. Both on-site and off-site SEO strategies compliments each other in a way that can bring all the essential factors of a strong website together.

What Is Off-Page SEO?

The SEO factors and tactics affecting the visibility of your website but do not exist in your website are known as off-page SEO. All the search engines support and return trustworthy pages to their users with minimum load time.

Apparent reputation, digital ecosystem, and backlinks are the key factors important for a search engine algorithm to declare your website as a trustworthy source.

Link building is one of the off-page optimization strategies of prime importance. If other reputed sites and outbound links support your page, this will demonstrate to search engines that your page is well-reputed and worthy of all the benefits that a well-regarded page may have.

You can say that all the SEO tactics that take your website are handled by off-page SEO. Therefore, to gain overall advantages from an SEO code, you should d use all the off-page SEO tactics including, link building.

Comprehensive SEO strategies may include tactics such as citation building, brand building, social media, content marketing, and many more.

For simple understanding off-page, SEO covers all the off-site tactics that are not linked to your site in any way that it’s content or features, etc. To gain a perception of both search engines and users for your site’s authority use an off-page SEO strategy to build relevance factor and key trust.

Why You Need Off-Page SEO?

All the SEO strategies are important to help your site gauge the authority through which a search engine justifies your site as a trustworthy source for its users. Therefore off-page SEO strategies are of prime importance without which you may struggle to prove your site worthy for search engines.

There are many high authority websites that already exist in the search engine and without off-page SEO your site won’t outrank those sites. Usually, when a user searches for a product or a service, the sites with higher authority will always beat the sites with lower authority to the top search list.

The site’s authority is important for building a brand known worldwide. And site’s authority will reach sky high with off-page SEO strategies.

there are many off-page signals used by Google’s algorithm to rank a website and links are the most important among those.

an off-page strategy that is lacking link-building signals can’t attain the desired results. Because links are one of Google’s top three ranking factors, it helps us increase click-through rates.

But to have an idea that focuses only on link building will give your site the needed authority, can be a mistake because there are many off-page SEO techniques and tactics that should be used to have the desired results.

Essential On-Page SEO Factors You Need to Know

On-page SEO means making sure your website is optimized for search engines. You should make sure that your content is written properly and that it is easy to read. Also, you should use keywords throughout your site.

On-Page SEO is a constant process. It takes time to learn about SEO, but you must always stay ahead of the curve. You need to understand how Google works, and how you can use that information to improve your website. Here are some of the most important things to consider when optimizing your site.

How to Understand On-Page SEO?

On-Page SEO refers to the practice of adding high-quality content on your web pages to improve its ranking in search engines. This includes optimizing titles, headers, and image alt text. It also involves ensuring that the site has expert information, authority, and credibility. You can add external links to your site to increase its credibility. You need to have a fine understanding of your potential user intent only then you can adequately solve problems and answer search queries that search engines mostly demand.

Search intent

Search intent shows what users are looking for in a search query. Search queries are what people type in search engines.

Internal links

Internal links can be defined as text links between two pages that share a similar domain and developing these links is known as internal link building. Inbound links are also important to help users reach their desired content. Link your pages with target keywords to have greater search engine rankings. This is also an important SEO factor.


E-A-T (Expertise, Authorship, and Trustworthiness) is an important factor in how well you rank in Google. You need to produce quality content and be authoritative about your topic. People trust those who provide credible information. Your website needs to demonstrate expertise in your field.

Title tag

Title tags should be unique, descriptive, and keyword-rich. Make sure they are relevant to the content on the page and include your keywords.

Title tags are probably the most essential part of on-page optimization. Make sure to include your target keyword in your title tag, but also make sure it’s compelling and enticing enough for people to click on your link.

If you look at the top line of code you will see the title

Meta Description

Meta descriptions have been dominant optimization points, since the early days of SEOs. Meta descriptions, description of the web page, and their content is displayed in SERPS under the heading of the meta tag. By optimizing meta description you can improve the perception of what your site offers all changes, perception of the quality of results, CTR.

Meta Descriptions have been a debated topic in the SEO community, but many people still use them. I’ve tested my own site and found that they are a ranking factor. When using meta descriptions, make sure that users will be interested in clicking on your link by describing what the page is about.

The meta description is displayed in blue highlight on the right


With an attractive headline to secure many potential clicks. That’s why it’s important for you to write them strategically. You need to come up with titles that are interesting enough to get people clicking through to read more.

Headings are a very important ranking factor. You need to make sure you include your keywords in them. Don’t cram too much into one heading. Feel free to spread things out and use different variations throughout the page.

Headers Tags

Headers are important to make sure you’re getting the most out of your website. You should use them to provide information about your page. Use headers to help people understand what your page is about. For example, if you’re writing about a topic, put some keywords in there. This helps search engine crawlers know what your page is about, and also makes it easy for your readers to understand what your page is talking about.

SEO Writing

Writing content with search engine users and your readers in mind all comes under the heading of SEO Writing. You need to write content that is useful and relevant to your audience. Writing concrete SEO content is about much more than simply using keywords – you should also consider how your content will appear when someone searches for something similar.

Keyword Cannibalization

You need to be careful about how many pages you target for each keyword. Too many pages could lead to keyword cannibalization. And keyword stuffing can lead to a frustrating user experience. To avoid keyword stuffing focus on relevant keywords only. Optimize your page by adding the right keyword phrases, that will help your page to maintain a healthy keyword density that is an important SEO strategy. Pages that lack keyword density or lack primary keyword usage can lose their authority with search engines.

search engine optimization techniques

The hardest part about SEO is its fluidity. Google updates its algorithm 500-600 times a year. That means there’s at least one update every single day of the year. Even SEO specialists who dedicate their whole life’s work to figuring out rank criteria still end up scratching their heads at the end of the day. 

It’s impossible to keep track of all the changes. Don’t waste your time with that. But if you stay in the know about some of the biggest trends and SEO techniques of 2023, you’ll be a head above your competition. We know that 75% of searchers never go past the first page of search results. So it’s essential to figure out how to beat these algorithm updates, and remain on the first page of search engine result pages.  

To help keep you from constantly refreshing Google’s update page, we put together this list of the top 10 important SEO techniques of 2023.

1. Understand Your Site’s Core Web Vitals 

Core web vitals might be a new SEO term you haven’t heard of. But in 2023, it’s essential you familiarize yourself with what these mean, and the metric benchmarks behind them. In May, Google will roll out Page Experience, a new algorithm that ranks pages based off of its core web vital scores. 

So what are core web vitals? Google defines them as a set of metrics that measure speed, responsiveness, and visual stability. We dig a little deeper into what core web vitals mean in this post, but here’s a quick recap. 

Now that you know what you should be measuring for, how do you measure it? Google has updated many of its existing tools to include core web vitals measurement capabilities. Each of these tools offer reports that give details and insights into the health of your core web vital metrics. Consider spending some time in each of these platforms and familiarizing yourself with these reports, and how you might be able to improve your scores before the new page experience update goes live. 

In October of 2020, Google launched what they call Passage ranking where individual passages on web pages can be ranked along with the whole page itself. Why does this matter? This means that Google can pull out sections from a page even if that page is covering a different topic than what is displaying in the SERP.

For example, say you wrote a blog post on social media marketing, covering a variety of different aspects within social media marketing, such as tools, strategy, metrics, networks, etc. Your page might rank for the keyword social media marketing tools, even though you may not have optimized for that keyword. Because Google sees a relevant passage about social media marketing tools in your post, it’s indexing that specific passage. 

3. Focus on Featured Snippets 

Featured snippets, if not already, should become a part of your strategy in 2023. Also known as the holy grail of search, featured snippets appear in position zero, or at the very top of the SERP page in a rectangular box. 

Sure, you can’t select the content shown in a featured snippet, but you can optimize your content so it’s more likely to appear in a featured snippet. Here are a few recommendations.  

Long Term Keywords 

According to SEMrush, the longer words in a search query, the higher chance it will return a featured snippet. Only 4.3% of single word keywords resulted in a featured snippet as compared to 17% of keywords made up of 5 words, and 55.5% of keywords made of 10 words. 

Use Questions

Any content you write should be created with user intent in mind. Most often, when people search Google they use queries in the form of questions. So writing content with these questions and answers in mind, will set you up to earn more featured snippets. 

SEMrush found question words, “why”, “do” and “can” return the most featured snippets, whereas the word “where” triggered the least amount of featured snippets. 

Format Wisely 

There are four different types of featured snippet formats: paragraph, list, table and video. When you write your content, keep these different formats in mind. Also keep in mind the purpose of a featured snippet. Google wants to display information easily and distinctly to searchers looking for a fast answer. So format for the speed reader.

That’s not to say you can’t have longer paragraphs of text within your posts, but keep that content after your featured snippet definition. This should be short, clear, and to the point.

4. Learn the EAT Principle

The EAT principle can help you master longterm SEO success, despite Google’s constantly changing algorithm. Sounds pretty great doesn’t it? But what in the world is EAT? 

EAT stands for expertise, authority and trustworthiness. It’s essentially the measurement of your brand’s reputation on the web. Google ranks more established, brand authentic and trustworthy sites higher than those unknown. 

If your industry is a bit more saturated than other markets, you might be thinking how in the world am I supposed to beat out some of my competitors who are huge companies, or well established brand names? 

Start small, don’t feel overwhelmed. There are clear steps you can take to establish your brand’s authority, trustworthiness, and reputation. Here are a few: 

5. Support Multiple Long-Tail Keyword Phrases

With every algorithm update that Google releases, the search engine becomes more advanced. Now, Google has announced that it can understand relevant subtopics of a specific keyword. For example, if you were to search “home exercise equipment”, Google now understands that “budget equipment”, “premium picks”, or “small space ideas” are relevant subtopics, and SERPs will display a wider range of results. 

What does this mean for SEO? There will be a lot more competition for shorter tail keywords. But if you utilize long tail keywords, or more specific keywords with three words or more, you’ll have a higher chance of seeing your domain on top results when you check website ranking for the relevant phrase and possibly related phrases as well.

Here’s an example. If you’re trying to rank for “custom branded apparel”, maybe your title, meta description and URL includes that phrase, but you also incorporate “logo jackets for companies”, “ branded sweatshirts and tshirts”, and “sweaters for businesses” into your content as well. This helps you rank for a variety of different search queries, and lets Google know that custom branded apparel is related to these other long tail keywords too.

6. Create New Content

This might seem kind of obvious, but sometimes marketers get too caught up in the details of their on page SEO, and neglect to focus on creating new quality content for searchers. Keep in mind that over 4.4 million blog posts are published every day. So if you’re not producing new content on a regular basis, it’s pretty easy to fall behind. 

When you create new content you also have a chance to optimize for today’s SEO best practices on the first go. Focus on page titles, content headers, subheads, image alt text, and the new keywords your targeting. 

Fresh content is also seen by users as more valuable than old content. When people are searching for an answer to a question, they often look at the date for relevance. If your posts all have old dates and outdated information, they will quickly skip over to the next search results. 

Finally, freshness is a ranking factor in and of itself. The more you publish, the more frequently Google will index your pages, and the more quickly your content will rank.

7. Update Old Content

Though you may be busy creating new content, you can’t neglect updating your old content. This is an essential SEO technique of 2023. If you’re only publishing new content, your old content will fall off the map and become irrelevant. Since you probably invested a lot of time into those old posts, don’t miss out on the opportunity they could offer. 

One of the easiest ways to go back and refresh old content is by doing a link audit. Find and fix any external links that are broken or outdated. This not only improves your user experience, but keeps you from being penalized by Google for having too many broken links. 

Go back and update your internal links too. As you create fresh content, don’t forget to go back into relevant old content and add links to these new posts. This tells Google that there is a relationship between these pages, and will help Google index your new pages faster, while helping your posts rank higher for relevant search queries. 

8. Focus on User Experience 

Honestly, when it comes to SEO, every tactic should somehow relate to improving user experience. That’s what SEO is all about. In 2023, this will be more important than ever before. 

After all, the new focus on core web vitals is all about user experience. But on top of that, Google also takes into account bounce rate, dwell time, and click-through percentage. The goal is to have a user click on your result, spend time clicking on different pages, and spend at least 3 minutes on your site. 

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