SEO On Page: Factor Optimization and Basic Tips

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In this article you will learn how to optimize the contents of your website for SEO on Page, with examples and step-by-step instructions.

What is “SEO on Page”?

SEO On Page is an English term that we use to refer to the optimizations you can make on your page (“On Page” = On Page), to improve its organic positioning.

That is, everything that depends directly on you, since you are the one who controls your website.

I know you are wanting to start “doing SEO”, but listen to me and don’t run: first you have to understand what it is and why it is necessary .

What is “SEO on Page” for?

The objective of SEO On Page is “to make life easy for Google”, so that it can index your pages as quickly as possible … and classify them according to your interest.

To understand each other, we could say that, through SEO “On Page”, you are going to try to “politely explain” to Google what the purpose of your page is.

And please note that I say “politely”, if you go over Google it will stop being your friend, like that neighbor who shuns you on the stairs, because you are a bore … or because he considers that you dedicate yourself to “spamming” the people and you don’t contribute anything of value.

Have you read that SEO on Page does not matter to position?

First of all, do not take everything you read as true , not even if you have read it here, believe only what you have personally experienced and it works specifically for your website.

The truth is that links are very important to position competitive terms, but their effectiveness will be much greater if your SEO on Page is well executed.

You can even position yourself for uncompetitive terms only with a good SEO on Page.

And it is also quite common that your website does not position itself without a minimum SEO work on page.

But is it that Google will not know by itself “what is” my page?

The truth is that Google is going to classify your pages, whether you like it or not: it needs it to be able to offer answers to the needs (searches) of users.

And although you are not always going to convince him to accept your “prompts”, if you omit them or do it incorrectly, he may choose to rank you (position yourself) in searches that are not what you want.

That is, you are very interested in  Google finding your pages, and understanding that you offer something useful for those who seek solutions on pages like yours.

And all that you can achieve through SEO on Page ?

How does Google index your pages?

For your page to appear in the results , Google robots must find it and classify it.

These “robots” (or “bots”) are automated programs that read, extract and archive the content of the pages.

Their mission is to travel the Internet, tracking all the links they can find, in order to locate new pages, and re-visit those that are already indexed in case they have new content.

When a bot reaches your page it “reads” (indexes) all the content (text, images, links, code…) and stores it in a gigantic database.

Later that information will be analyzed to determine the niche to which your page belongs, and the relevance it has within it.

But …

If the crawling robots cannot find your page, or cannot index it, you will not appear in Google.

For this reason, you should do everything possible so that these bots find and analyze your page as easily and efficiently as possible.Since robots cannot (yet) easily read content created with Flash, Java or AJAX, it is not recommended that you use these technologies if you want your content to be indexed.

General tips to do a good SEO on Page

To carry out a good “On Page” optimization you must carry out a series of activities, all of them important, but some more necessary than others.

And how logical there are many discussions about the importance of one or the other factor, and whether Google takes it more or less into account.
So I’m going to explain my personal opinion and my preferences.

Yes, I know you are getting impatient, but please read on,  you need to understand these principles to save you time and frustration in the long run .

General tips for SEO On Page.

  • Contrary to what others think, I am convinced that it is more convenient to have little content of good quality than a lot of mediocre . You can position yourself well without having to publish hundreds of articles, as long as they are useful and of quality.

Use of Keywords in SEO on Page

You will see that I mention the Keywords a lot, and I do it because they are very important.

But you have to be careful not to go overboard and use them in moderation.

Your Keywords must appear in the content (that is more than proven) to help Google understand the theme of your pages.

But they should appear in the most natural way possible.

Surely you have read an article that seems to be written by Tarzan, in which the keywords have been shoehorn into every corner.

Do not do that.

It is perfectly possible to position a page by “abusing” Keywords, but it is not a long-term strategy , and your visitors will not find it pleasant.

Tips to use your Keywords in SEO On Page.

  • Never over-optimize a page with your keywords. Google will find out sooner or later. And lately he realizes pretty soon …
  • Learn to use synonyms and terms related to your keywords, in this way you will avoid repeating them so often, and you will position yourself for more secondary keywords.
  • Don’t pay too much attention to “Keyword density” , there is no magic formula that tells you how many times or how often you should use your keywords.
  • Do not be obsessed with placing your Keywords in all possible places, you risk receiving a penalty from Google.

Tags and Meta Tags that we use in SEO On Page

If you already know what a Tag (“Tag”) or Meta Tag (“Meta Tag”) is, you can skip this theoretical part and start improving your SEO On Page below.

Surely at some point you learned that the pages you see in your browser, including this one, are actually code that would not make much sense if it were not interpreted by browsers.

Something similar to what happens with television or telephone signals.

You can check it by right-clicking on this page and selecting “see source code” in the menu, or the equivalent option in your browser (for Chrome Windows CTRL + U).

Nonsensical gibberish, right?

Fortunately, browsers can “translate” this code thanks to certain attributes or “tags” (” tags ” in English) that indicate how to present the information in the way you are used to.

For example : the browser can interpret the same phrase in different ways if we assign the title tag (” title “) or paragraph tag (” p “) Or even not display the text in the browser (but be taken into account by Google ) if you identify it as a Meta Tag.

Now you know that browsers interpret certain special code snippets (“tags”) to “mark” and structure information.

But the most interesting thing is that Google and other search engines use some of these tags  to determine the thematic relevance of the pages, and try to place them in the right place in searches.

And once you know this, you have the possibility of trying to influence the positioning of your pages, optimizing these “tags”.

And that’s what I’m going to teach you, next, step by step ?

Tags visible in Search Results

Let’s first examine the tags that are displayed directly in the results: Title, URL, and Meta Description.

When I say “always” I mean that it is normal , depending on the type of search or the “experiments” that Google does from time to time this may vary.

The reason we are going to examine these labels first is twofold:

  • In the first place, because they greatly influence positioning: among them are two of the most important for Google.
  • And secondly, because they are the “showcase” of your page, and if it is attractive enough, the user will click on your result earlier than on another on the same page.

What are they important to?
As they say, you can “kill two birds” with one stone if you optimize them correctly.Never forget that search engines neither buy nor subscribe to your lists, always think of users when optimizing your SEO On Page.

Page Title ( Title Tag )

The Title is probably the most important element to optimize your SEO On Page.


Most of us who practice SEO agree that Google considers the title as one of the most significant factors  to “know” the theme of your pages.

The title is only shown in the window (or tabs) of your browser, and as you already know in the search results.

You can see it in the HTML code of any page, enclosed between the “title” tags

The title of a page is something like what defines it, and therefore must be related to the content and be consistent with it if you want Google to take it into account.

That is, if your website sells shoes, in your title you should not include “free shoes” to try to attract visitors, unless you are really offering free shoes, otherwise your visitors will notice immediately (and Google shortly after ) that your title does not correspond to your content.

Tips to optimize the Title Tag for SEO On Page

  • Include your main Keyword in the title.  If possible (and not forced) at the beginning, although this is not essential.
  • In addition to being optimized for Google, the title must be attractive , since it also depends on whether a visitor decides to enter your website instead of others that appear above or below on the same results page.
  • The title should contain a maximum of 70 characters or 600 pixels , to ensure that it is displayed in its entirety on the Google results page. If it is greater, you will see that the text is truncated and at the end it appears (…) There are studies that show that in general there are fewer visits in the results whose title appears cut off compared to the full title.
  • You must build your titles naturally , always containing the main Key Phrase that you have chosen for each specific page, and if possible limiting the number of words that do not provide relevant information, such as “from” “to”, etc.
  • The title must be unique for each page, do not duplicate them.
  • If you have a recognizable brand, it is a good idea to place it at the end of the title (as you will see in the following screenshot) to try to capture the user’s attention in case they already know your brand.

Url address

The address (URL) of your pages plays a double important role in your SEO on Page.

On the one hand, it is a reinforcement to keep informed about the theme of your page. But also more and more users are looking at URLs to make decisions.

If an address seems “suspicious”, or does not adequately describe what is mentioned in the title, you have a high chance of missing clicks.

For example: if you sell the Nike Vomero 10 shoes on a page whose URL is ” ” you are not helping the user or Google to understand that on this page they will find what they are looking for.

In this example it would be much better if the URL was ” yourdomain / nike-vomero-10 “.

This tag is not inserted into the HTML code of your pages , it is created taking into account the location of each page within your domain.

Depending on whether you work directly with HTML and CSS, or if you use WordPress, the URL of your pages will be generated differently:


If you work directly with HTML, where you save your pages will determine their direction.
For example, if you save the file ” test.html ” in the root directory its address will be ” “


If you work with WordPress, the URL is generated when you save the page.

Be careful because WordPress normally automatically inserts the title that you have put in the editor on the page, and that is not always the most convenient to position the article for your target keywords.

For example : if the title of your page is “The best guide you can read about SEO and SEM” WordPress will create the URL “the-best-guide-you-can-read-about-seo-y-sem”.

But it would be much better to change it to ” better-article-seo-sem “.

Fortunately, you can easily edit the address of your pages in WordPress.

Although not everyone agrees, I am convinced that even today, you can still get SEO benefits when you “chain” terms in your URL.

I’m talking about, for example: including keywords that help classify your page through categories, directories, etc.

Something like ” / health / lose weight / legs “, ” / health / lose weight / thighs “, etc.

Tips to optimize your URLs for SEO On Page

  • Your URL should at least partially describe the content of the page , ideally the main benefit, or the product (remember the example of the sneakers)
  • Include your main Keyword,  or a semantic variant if you can do it without problems.
  • Unless it is essential, avoid using dates or numbers in the URL: you will  avoid that your articles seem very old or obsolete. Except very specific cases (a library for example)
  • Do not include symbols such as accents, “ç”, “ñ”, etc.
  • Unless necessary, do not include parameters such as “”
  • Avoid including the file extension in the URL (index.html, index.php, etc.) They do not contribute anything to the positioning.
  • Do not saturate your URL with Keywords. Don’t do something like this: “”
  • Do not include “empty” words : “from”, “in”, “to”, etc. This does not influence positioning, but it helps to create more useful addresses for your users.
  • Separate your Words or Key Phrases with hyphens “-“. For example to “Buy used cars” use “buy-cars-used”.
  • Use the “middle dash” (“-“) to separate the words , although Google doesn’t care whether you use “-” or “_” the “middle dash” usually creates a more readable address.
  • Try to be consistent with the use of upper or lower case, choose your preference and always write them the same. Although I advise you to always use lowercase in the URLs because they are more readable and easier to write in the address box.

Goal Description

Users see the Meta Description as the summary of your page , so you should do your best to make it attractive and invite them to visit it.

Like the Title Tag, this tag is not displayed in the “visible” content of the browser, but in the search results, below the title.

Although there is some controversy on this issue, I think that this tag is not essential to position a page , and that Google does not take it too much into account for positioning, and considers it only as a suggestion.


Because sometimes Google ignores your Meta Description and shows part of the text on your page in the results, if it thinks it may be more suitable for the visitor ?

In other words, Google takes your meta description as a suggestion, not as a directive.

So now you know, write your Meta Description thinking above all about your possible visitors , as if it were an advertisement that should catch their attention and take them to your page.

Tips to Optimize the Goal Description

  • Write realistic descriptions that summarize what a visitor will actually find when they land on your page.
  • If Google decides not to show your description , change it based on the one Google has chosen and force indexing .
  • If your description is striking enough  (no SPAM, please) you can get the click before other better positioned results, but with less attractive descriptions.
  • If appropriate, include a call to action (CTA) , to motivate the user.
  • Also include your Keywords , but naturally, to reinforce your message. The meta description itself is not a ranking factor, but as Google shows in bold the keywords that the user has searched for, and this helps to get more clicks.
  • The maximum length is about 155 characters , but if you focus on searches for mobile devices keep in mind that in that case the maximum length is 100 characters.
  • If you exceed the number of characters allowed Google will show “(…)” as it happens with the Title and this can harm you.
  • Don’t duplicate your Meta descriptions , use a different one for each of your pages.

Rich Snippets

Surely you have found outstanding results in some search with some kind of enriched fragment: prices, stars, opinions, etc.

One of the ways to show this prominent information in the results is to “mark” your content with tags specially designed for search engines, which we call rich snippets, or rich snippets in English.

Why might you be interested in using rich snippets?

Firstly because you help search engines better understand your content, and secondly because (if you know how to use it well) this information will help highlight your results and potentially get more clicks.

There are several systems to mark content, but the one that is used most frequently is Schema .

Thanks to this markup, you can get Google to display rich snippets for a variety of specific results, including:

  • Articles
  • Local businesses
  • Recipes
  • Events
  • products
  • Videos
  • Apps

Use Rich Snippets whenever it is convenient, because they usually help improve your CTR, but be careful, because you can risk a penalty if you do not use them correctly.

Tips for using rich snippets.

  • First of all: don’t play Fool Google by flagging content that is not what it claims to be. You may get more clicks in the beginning, but also a penalty a little later.
  • Make sure that the data you mark matches the content, products or events that appear on the page. If you mark a fragment (for example a recipe) that is later not available on the page, you risk a penalty.
  • Rich snippets should be visible to visitors : don’t use CSS or any other means to hide them, even if they are “not pretty” or integrated with your design. Google will think you are spamming.
  • Use Google’s structured data tool to make sure you are using the dialing codes correctly.
  • Check the statistics for your rich snippets in Search Console, “Search Appearance”> “Structured Data”, and make sure there are no errors or glitches.

Meta Keywords

I include this label just to make it clear that you don’t need to waste time with it , because even though it is still recommended to use it, I have not managed to make it work for me at all.

According to Google,  Meta Keywords stopped being useful a long time ago  and most of the recognized SEO professionals do not use them.

Tags visible in the Page Content

Search engines analyze all the content  of your pages, paying special attention to some tags (tags) that I comment below.

Headers ( Header Tags )

Headers are one of the ways in which you inform Google, and your visitors, about the content and theme of your pages.

They are also an excellent tool to organize and structure the information in sections to facilitate reading and help to better understand the article.

Although most browsers recognize up to 6 levels of Header Tags, the most common is to use the first three or four: h1, h2, h3 and sometimes h4.

Here’s how the different levels of headings appear in your HTML code:

Main header (h1)

Header h1 is the most important for Google, and it should be unique for each page.

Do not confuse the h1 header with the page title : they are two different elements:

  • The title is the identification of the page , which appears in the searches, and you should optimize it more for the search engines than for the user.
  • The h1 is the summary of the article  ,, a longer and more descriptive variant of the title, but never identical, so that the user knows what to expect when visiting the page and encourages them to click.

Can or should title and h1 be identical?

They can be, and most likely positions without problems and have no negative effects. Surely you have already seen pages that rank well in this way.

However, depending on the niche, this can be considered as an “over-optimization”
aimed at improving positioning in an “unnatural” way.

I said, the most likely thing is that you do it and nothing happens. But since it costs little, it is much better that the two labels are similar, but not identical.

With this you run less risk, and also your labels are more optimized.

My advice is that the title is relatively short, and focused on the main Keyword to position .

And that the h1 further develop the title , and arouse your interest so that you continue reading.

For example:

  • TITLE : “Tricks to lose weight running”
  • H1 : “Simple tricks that will help you lose weight by running with little effort.

This tag is a good place to include a secondary Keyword or some semantic variation of your main Keywords.

If you work with HTML5 you will know that it allows several Header  h1s per page, but until proven otherwise, I am of the opinion that you should work with only one h1 per page.

I am concerned that a page with several h1s may confuse search engines, or dilute the weight of the Keywords that are included in them.

Tips to Optimize the h1 Tag for SEO On Page

  • It should summarize the content of the page in a simple sentence to read.
  • It should be as high as possible on the page, and just before the text of the article begins, to facilitate continuity of reading.
  • The font size must be larger than the smaller headings (h2, h3 …) to clearly identify it.
  • Use only one h1 Heading per page .
  • It is convenient that the h1 is not exactly the same as the title, but it is similar to give a sense of continuity, and that the visitor “sees” on the page what he has clicked on in the results.
  • This tag is a good place to include a secondary Keyword or some semantic variation of your main Keywords.
  • Whenever you include Keywords, remember that they must appear naturally and never forced , do you remember your visitors?

Secondary headers (h2 through h6)

The Header Tags side, those ranging from the second level (h2) to sixth (h6), add little or no value to the positioning .

Or at least I have not been able to appreciably influence my tests.

But they are very useful to create a better reading experience for your visitors by structuring your content, and incidentally help search engines better understand the theme of your pages.

Tips to Optimize Your Secondary Header Tags

  • Respect the order of importance of Tags, because that is how they should appear in your content.
  • You can use as many secondary headings as necessary  to conveniently structure your articles.
  • Use these Tags to divide your content into sections .
  • Don’t force Keywords into these tags unless it makes sense for them to be there.
  • Remember that you should not place Headers “just because” , their main function is to semantically structure your content in sections and sub-sections.


It is a good practice to “break” the reading flow with some illustrative image that helps to rest your eyes, or that acts as a wake-up call … as I just did with the image above

Publishing a page , especially if it is relatively long, containing only text, is not a good idea .

Imagine that on this same page that you are reading, and that it is quite extensive, there was no image …

Surely your experience as a user would be much less satisfactory, and you would have fewer readers reaching the bottom of the page.

Pages with multimedia elements (images, videos, etc.) help reduce the bounce rate and increase page time , two important metrics for both positioning and for your users.It should be taken into account that in certain searches, images are very important, since they can appear directly in the search results, especially in those keywords related to products.

In blogs that use WordPress, you usually see at least one image at the beginning of each page, thanks to its “featured image” feature, which works very well to capture the visitor’s attention.

So at least use the featured WordPress image .

You can also find yourself in the case that the protagonists of your page are the images instead of the content, such as on a photographer’s website.

All images, like text, are analyzed by Google, and that is why they also count when optimizing your website.

Of this Tag we are interested above all in two things: the name of the file and its description.

For each file you should choose a descriptive and appropriate name for the article it belongs to.The name of the files is not visible in the browser, but Google can read it, and uses it together with the description (alt = “”) to try to guess what kind of images the article contains and how they relate to the content.

Tips to Optimize Your Images for SEO On Page

  • Include your Keywords or Key Phrases in the file name, but only if the article really deals with those keywords.
  • Rename the image before uploading so that it briefly describes it. For example it would be wrong “DS0014.pgn” and well “logo-web-proseoexpert.png”.
  • Make sure Google can access your images , don’t block them by mistake with the robots.txt file
  • Use your Words or Phrases in the “alt ” tag so that they describe the content of the image, not just “meta” a list of Keywords.
  • Optimize the size to avoid slowing down the loading speed of your pages, because a slow website can negatively affect your SEO and the experience of your visitors. I personally use the ShortPixel plugin on all my WordPress sites and I highly recommend it.
  • Google analyzes the text around the image to better understand the context, so it is a good idea to include secondary Keywords related to the image in it, so that it can index it correctly.
  • Optimize the EXIF metadata of your images if you have time or if your positioning strategy depends largely on them. If you have saved the image in a format that allows it (such as .JPG) you can add meta-data such as the title (title), subject (subject), tags (tags) or comments (comments) by inserting your keywords in them.
  • Generate a specific Sitemap for your images if it is essential that they be indexed, and you are not getting it.

Use these free online services to reduce the weight of your images:

Links ” nofollow ” and ” follow “

Before talking about links, both internal and external, you should know what it is and how to use the ” nofollow ” attribute.

Google created this attribute to give you more control over how the search engine should interpret your links, both external and internal.

Although we all routinely say that links passing authority are ” dofollow ” or ” follow” , this terminology is not correct.

Actually there is no ” dofollow ” attribute , because for Google all links are considered ” follow ” unless otherwise stated. In other words, a link is either ” nofollow” or it is not, the opposite attribute does not exist.

Before Google introduced this attribute, its indexing robot followed all links, and because of this it took them all into account when distributing authority and relevance among linked pages.

But as sometimes this was not exactly what you needed, Google created the “nofollow” attribute so that you can indicate if you do not want the search engine to take into account a certain link .

The most common cases in which ” nofollow ” is used for a link are:

  • To indicate that a link is an affiliate link , and thus comply with the Google Webmaster Guidelines .
  • When you don’t want to “pass” Authority / Relevance to the landing page, because it is far from your subject, because you don’t “recommend” it, etc.
  • To try (not always possible) that Google does not index the landing page , because it is a private resource, we do not want it to show in the results, etc. For example: a thank you page.

Tips for using the ” nofollow ” attribute :

  • Use it if you are linking to pages on your own website that you do not want to appear in Google results and / or to which you do not want to pass Authority. For example: thank you pages for subscribing, welcome pages, etc.
  • Also if you link to resources, hosted on your website or external , that you do not want to be indexed or receive Authority / Relevance. For example links to PDF, ZIP file downloads, etc.
  • Mark all Affiliate Links as ” nofollow ” to indicate to Google that you have a business relationship with the recipient, and comply with their quality guidelines.
  • For the above reason, you should also label as “nofollow” your External Links that are part of a paid or sponsored Analysis / Review , and those that have been purchased.
  • Use ” nofollow ” for External Links that you do not want to pass your Authority / Relevance to , such as when you want to show an example and link to a page of your competition or a page with Spam, etc.
  • Also for External Links to websites that Google does not want you to associate with because they are “bad companies” or are far removed from your theme . For example if you link to a page or Forum of pure BlackHat in an article of a website focused on pure WhiteHat.

Internal Links

Internal links , those that point to pages within your own website, can also help you position .

And you also control them , so you can change them at any time and do all the experiments you want with them.

And how can they help your positioning?

Well, transferring authority from one page to another, reinforcing its thematic relevance.

In addition to favoring user interaction, and making it easier for them to navigate your website.

Google looks at the number of internal links that point to each page of your site, to determine the relative importance of that page, with respect to all the others on your website.

That is why you should check if a page that is important to your marketing strategy is not well linked internally, or has a relatively small number of internal links.If on one of your websites you have a page that has achieved great authority, based on links and mentions, use it to link to other internal pages, and help them position.

And last but not least, internal links are a great help to get both your visitors and search engines to discover new related pages within your website.

When Google reaches one of your pages, in addition to reading the content and indexing it, it begins to follow the internal links that point to other pages.

That is why it is important to link them together so that all of them can be visited and indexed.

Tips to Optimize your Internal Links for SEO On Page:

  • Link to your internal pages using keywords  in the anchor text (as I just did now)
  • Link only with other of your pages that are related to the topic  of your article.
  • You can link to a page that you are interested in promoting at the end of each article, in the sidebar , etc.
  • The menus make up the visible structure of your website: the main menu should give access to your categories or sections.
  • All pages should include your main menu, but think carefully about what to include in it.
  • Check your internal links , to discover if you have very important pages that receive few internal links (or vice versa), and correct this problem.

External links or “outgoing links”

External links, as their name suggests, are those that “point” to pages outside of your own website.

Some time ago (and there are still those who still have the same opinion) it was advised not to link to other websites so as not to “lose authority”, meaning by this not to “send” PageRank  outside of your website.

The theory behind these tips is that this way you retain all the authority received through external links, because you “lock” it within your website.

However, doing so means sending a negative signal to Google , very easy to detect, because the natural thing is to point to pages or articles that we have liked, or complement our content.

My opinion is that external links, as long as they are useful, provide a better user experience,  and this is a positive sign for Google.

So do not be afraid to include external links in your content , with this you will get:

  • Show Google that you are a real person , who cares about linking to other websites that complement yours, which in some cases helps improve your positioning.
  • Provide added value to your visitors , directing them to other interesting content or that complement yours, which generates trust among your visitors and helps to retain them.
  • Increase your thematic relevance and your authority on the subject , since you are related to one or more pages that also treat or develop the same subject.

Tips to Optimize Your External Links for On Page SEO:

  • Do not “link” links, do it when justified , to help reinforce your article or because the landing page may interest your visitors.
  • If you don’t want to “lose” your visitors , use the target = “_ blank” attribute that will open the landing page in a new window or tab, allowing the visitor to continue on your page.
  • Don’t be afraid to use affiliate links , but you should mark them as ” nofollow ” to tell Google not to take them into account in your link profile.
  • Likewise, you must mark as ” nofollow ” the links to pages that, due to their “reputation” or their theme, do not want Google to consider that they are related to yours.

Bold and Italic

I include this point only to avoid questions on this topic, because Google does not pay attention to these tags to rank you.

I still see advice from time to time on using text formats, such as bold or italics, to make your keywords stand out, in the hope that by doing so Google will give them more prominence.

This myth has been around for years, and so far there is no serious study to prove it.

The general consensus is that Google has never paid special attention to this type of “decorations”, but they can be very useful for your users because they help you highlight or reinforce concepts.

And if they help your visitors to better assimilate your content, and improve their user experience … that does help positioning and conversion.

If you pay attention, this is what I am doing throughout the article 😉

Page content

Lately everyone talks about content … you will read things like “… content is king “, “… how to do content marketing “, etc …

And now it comes when I affirm something that may seem incredible to you: quality content is not absolutely necessary to position yourself .

You can do it with content copied from another website, or even with meaningless phrases. I have done it and others too.

After Google’s “Panda” updates it’s more complicated … but you can still.

So why waste time creating good content?

Because quality content, that which is useful for your visitors, with whom they interact and that they love to share, is necessary for long-term positioning.

And the visitors that this type of content attracts convert better.

In short: quality content is essential for SEO On Page.

Search engines like Google analyze your content and use it to get an idea of ​​how relevant your page is compared to others that deal with the same topics.

With the help of a good Key Phrase Analysis  you can create more optimized content or improve the ones you already have.

Because one of the good things about On Page optimization is that it can be done at any time , before or after the content is published.

So when you write your content, do it taking into account what you want to achieve, and within the limitations of time and logical resources, always try to create quality and unique content .

Don’t just copy what you see on other websites, because sooner or later Google will notice, or the owners of the original content will report you.

Or even worse: your visitors will notice, and you won’t get them to return.

Think that attracting visitors is only one piece of the puzzle , once they reach your website you must convince them to stay, and come back wanting more.

Ideally, you should create quality and unique content, thinking not only of attracting the maximum number of visitors “whatever they are”, but those who can really benefit from what you offer .

Keyword density in SEO content

What should you know about keyword density?

You may have read about this topic, and the importance of including your main or secondary Keyword XXX times if the text has XXX words or YYY times if it has YYY, etc.

Or perhaps you have read something like that the ratio (percentage) of mentions of a Keyword to the total of words that a text contains for SEO should be X%, etc.

My advice is to forget this. What you are counting can not be related at all with your niche, with the type of page you’re trying to position, and your Keywords individuals.

The “ideal density” of Keywords, or the “saturation of Keywords” does not exist : it depends on each Niche and how Google interprets it.

Simply write naturally, trying to make the text rich and varied, as you would if you were writing for a prize.

And in this case the prize will be a better positioning 😉

Keywords in Content

Your main Keyword, variants of it, and other related Keywords should appear in the text of your page.

But remember, always without abusing or falling into Spam, in the long run you will appreciate this advice.

Why am I so insistent that you use synonyms and variations?

Because normally Google does not position your pages using a single Keyword.

Google analyzes the whole page (SEO on Page) and its external factors (SEO off Page), to get a global idea of ​​the topic your page is about, and how “good it is” compared to the rest of the pages on this topic you “know” (which you have indexed).

Theoretically, each page should be optimized for a single Key Word or Phrase.

But it is inevitable that when writing you introduce others that, sometimes, will cause your pages to appear in searches different from the ones you originally intended.

And that can be good or bad.

If you have correctly optimized your content, Google will reward you by showing your page in searches for topics related to your main Keywords, that is, more free traffic.

But if you have not been applied, Google can “confuse” and show your pages in searches that have nothing to do with the theme of your content.

This would cause your visitors to not be the most suitable for your content and it would be much more difficult for you to achieve your goals.

SEO content length

Most studies seem to show that longer content rank better than shorter content.

However, this is not so simple, nor is it true in all niches.

On the one hand , longer content tends to rank better because it contains more keywords and (if you do it well) it can be more valuable to your visitors.

Although if you write very long content simply to try to position better, but they are not useful for your visitors, Google will end up noticing and you will not get any benefit.

Tips to optimize Content for SEO On Page:

  • Choose the best possible Key Phrase  for each of your pages, and develop your content around it.
  • Although there is no total consensus on whether it is better to write short or long articles, I am of the opinion that it is better positioned with long content. 
  • The content must be attractive and above all useful  for the visitor. “Publish to publish”, without a specific objective, can help you position your page but not to retain visitors who return to your website for more useful content.
  • It must be unique . Firstly because it is easier to position yourself with original content and secondly because nobody likes to read “the same” (or a “variation of the same”) that they have already seen on dozens of websites.
  • Don’t just fill the page with your Key Phrases, write naturally. 
  • Include at least one image and describe it appropriately,  using the Alt  and Title tags  as I have explained.
  • One trick that helps is to include a video hosted on your domain: Google likes multimedia content and so do your visitors.

Structure your website to improve your SEO

A well-organized website is more useful for visitors and search engines.

Do your best not to create confusing interfaces, with menus and submenus, lots of categories, etc.

Look at your website with critical eyes and ask yourself: if someone came to your page for the first time, would they know what to do next?

If there is “nothing to do” or too many options, you run the risk of it leaving without interacting. And this does not suit you at all because it would increase your bounce rate, and that hurts your ranking.

The way to organize your content in pages, categories, etc., depends largely on the publication system you have chosen.

For example: if you use WordPress you could organize the articles through its category system, and if you have created your website with HTML, do it through subdirectories.

In my experience the type of organization or structure that tends to be most beneficial for SEO is the hierarchical pyramid structure known as a “silo”.

This type of structure in the form of a tree or pyramid allows you to more easily route your visitors and take them to where you are most interested, which are usually the “Landing Pages” where you want some action to be carried out (purchase, subscription, etc.). )

And this configuration also allows you to distribute in a more controlled way the flow of authority that your backlinks provide you, and which is usually greater on the top pages.

Tips to optimize the structure of your website for SEO On Page:

  • The simpler and better connected  the structure of your site, the more accessible its pages will be and the easier it is to index.
  • The lower level pages should not be too far from the higher ones to facilitate indexing and visits.
  • Theoretically, you can create a structure as deep as you need, as long as the pages are correctly linked to each other, and there is not too long a path  (many clicks) between them.
  • Ideally, all pages should be within two clicks  of the home page.
  • Regardless of the system you use, do not try to “insert” as many Keywords as possible  in the URL, you can be penalized for SPAM.

Loading speed

How quickly your page loads in your visitors’ browsers is increasingly important for two reasons:

  • Our patience is less and less, and we tend to avoid pages that are slow to load , partially load or cause problems.
  • A page that is too slow can be moved towards the bottom of the results in favor of other pages that load faster, because Google tries to make the results as useful as possible for users.

Personally, I don’t think Google is going to penalize the slower pages directly, but it does reward (even if it’s simply showing them more often) the pages that load faster than others in the same niche.

Tips to improve the loading speed of your website:

  • The first and most important thing is to choose a good hosting that really cares about this issue
  • Optimize your images before uploading them or with a plugin that does it automatically. I fully use and recommend the WordPress Shortpixel plugin .
  • If you use WordPress it is almost essential to install a good cache plugin (my favorite and the one I use in NinjaSEO is WP Rocket )

Optimization for mobile devices

At this point, no one can deny that mobile phones are present at all times, more and more users have a smartphone and use it both to search for information and to make purchasing decisions.

This is why it is very important that you make sure that your website is optimized to be viewed and operated correctly from a mobile device. It is no longer a “plus” for your visitors, it is an essential requirement if you want to have a good online presence.

As if that were not enough, Google insists more and more on rewarding adapted websites, improving their positioning in mobile searches.

Tips to optimize your website for mobile:

  • If you use a content management system such as WordPress, Joomla, etc., make sure you choose templates and themes that are properly adapted for mobile .
  • Use  Google’s mobile optimization test tool to check that your website is adapted and get suggestions.
  • It is not enough that your site looks good on a mobile, it must load fast , since speed is very important for these types of users.
  • If you still use Flash on your website, convert it to HTML / HTML5 as soon as possible.

Conclusion and final tips

  • SEO Onpage is the optimization over which you have more control, so you should make an effort to know it and practice it as much as possible.
  • Don’t be afraid to try new things, don’t just repeat anyone’s strategy, and experiment as much as you want.
  • There is no magic formula , or at least I don’t know of any, so follow the advice that seems most correct to you, but above all, try and develop your own strategy.
  • Follow some system to be able to verify if what you do has a positive or negative effect on your rankings.

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