On-Page Optimisation

What are the benefits of on-page SEO?

Methods and techniques used in the practice of search engine optimisation (SEO) are constantly evolving. Our SEO team help you stay on top of this changing SEO landscape by constantly assessing and adapting our strategy to ensure your website ranks for the widest range of relevant search queries.

On-page SEO remains one of the most integral and fundamental components of any digital strategy and its importance has remained constant throughout even the most significant updates to Google’s ever changing search ranking algorithm.

Ensuring good practice in both code and content, on-page SEO forms the bedrock of your entire digital strategy by making sure your website is as visible and optimised as it can be. The benefits include:

  • Helping search engines accurately understand and contextualise your content
  • Helping your web pages rank well in the SERPs for relevant industry search terms
  • Improving your rankings in the SERPs for local based search results (including appearing in Google map results and Google My Business listings)
  • Delivering higher volumes of relevant traffic
  • Increasing click through rate (CTR) in the SERPs
  • Improving page speed and website user experience (UX)
  • Delivering a carefully considered and seamless user experience

How do we optimise your on-page signals?

On-page SEO involves a combination of technical and content optimisation, ensuring that the search engines’ web crawlers can both find your web pages and understand the meaning and context of these web pages. The more search engines can understand your site and what it is you do, the more they are able to rank you in relevant search results.

There are a variety of techniques we employ at Superb Digital to deliver these tangible and permanent benefits for your website. They include:

  • Implementation of considered and measured URL structures
  • Optimisation of meta data such as page titles and descriptions
  • Comprehensive internal linking and intuitive site navigation
  • The creation of optimised and keyword focused content
  • Technical website audit to identify issues such as missing pages and low page speed
  • Creation of a sitemap

In addition to ensuring that your content is structured in ways that search engines understand, on-page SEO also positively contributes to the user experience of your website, ensuring that each visitor has direct access to the specific information they are seeking improving dwell time, driving conversion rates and ultimately boosting sales.

Page titles

Prominently displayed within SERPs, page titles often act as the first point of contact visitors have with your website. As these are often the determining factor as to whether or not someone chooses to click through to your site or someone offering something similar, employing concise, accurate and clickable titles is imperative.

Evaluating everything from the total number of characters used, to the appropriate and measured inclusion of calculated keywords, we’ll help drive up CTR by concisely communicating what your visitors can expect before they click through to your website.

Meta descriptions

Meta descriptions are displayed underneath page titles within the SERPs and, as such, could be the determining factor that results in someone clicking through to your website over that of your competition. Without the concise and accurate implementation of meta descriptions across your entire website, key opportunities, such as the ability to engage with potential visitors before they make the decision to click through, will be missed.

Well written meta descriptions can deliver the following:

  • Contribute to the uniqueness of your website
  • Ensure your web pages outwardly reflect the value contained within
  • Positively impact CTR via search snippets

Although duplication of your home page meta description across every other page isn’t necessarily harmful, the creation of unique meta descriptions is a key component of our approach to on-page SEO. It’s attention to details like this that really can make all the difference in the success of your website.

We’ll ensure that your meta descriptions are optimised specifically for your audience, without the need for keyword stuffing or duplication, contextualising your web pages in the SERPs and boosting CTR.

Code optimisation

HTML, CSS and Javascript are the languages web browsers use to accurately display the contents of each web page, ensuring that each component is configured correctly is essential to secure the best results for your business.

We ensure all your on-page code is properly setup and optimised. This includes:

  • Ensuring fast page load speeds
  • Effective utilisation of rich snippets
  • Thorough code validation
  • Efficient URL structures
  • Minimising HTTP requests
  • Boosting crawl reliability

Like any machine, websites can fall down or not operate properly when just a single component fails or is not working properly. At a time when just a 1-second page delay can negatively impact page views, streamlining your code can make all the difference in securing high levels of customer satisfaction and increased conversions.

Content optimisation

Creating high-quality keyword optimised content is an essential part of every successful digital strategy. Ensuring that your content is written using natural language, optimised for the different variations of keywords and key phrases with which individuals might search for it, is an essential element of the on-page SEO process.

Employing a logical, considered structure within each piece of content will help search engines to interpret and understand the type of information that can be located on each page. Our content optimisation will be based on our keyword research and will include the following elements:

  • Considered structure
  • Researched content
  • Appropriate citations
  • Maximum search engine visibility
  • Scannable and easy to read

Accurate utilisation of header tags is an essential part of structuring content. Search engines specifically place a lot of value in H1 tags, as they help them to understand the content and context of every web page. As more weight is typically assigned to them, their appropriate and accurate utilisation is yet another element of our on-page approach with the ability to positively contribute to boosting key metrics

While the H1 tag is essential for search engines, sub-header tags (H2, H3, H4, etc.) encourage the sensible division of information across closely considered paragraphs to assist with accurate communication of key messages to your audience. Structuring your content using header tags ensures it is easily scannable and the information contained within it is broken down into identifiable and contextualised sections. Strategic use of keywords is also imperative to this structure, again contributing to search engine visibility for key queries.

Image optimisation

In addition to the consistent use of headings, sub-headings, line breaks and well-structured sentences, images also positively contribute to the overall experience of web browsing by ensuring that content remains easy to digest. As well as earning organic traffic through search engine image results, optimised images will help with your overall on-page SEO.

Image optimisation includes:

  • Appropriate file names
  • Image size and quality
  • Page speed consideration
  • Optimised alt tags and captions
  • Optimised for Twitter Cards and OpenGraph

As well as ensuring that search engines are provided with key signals to help them understand and contextualise visual messages, we’ll also ensure that your images aren’t negatively impacting page load speeds and are visible across social platforms when your content is shared.

Technical optimisation

Technical on-page optimisation techniques, which will come off the back of our comprehensive website audit, ensure the incorporation of all the signals web crawlers need to accurately index your content. Our technical optimisation will look at the following elements of your website:

  • HTML
  • HTTP status codes (ie 404 errors)
  • Best practice for URLs
  • Canonicalization
  • Javascript and other non HTML code
  • Page load speeds
  • 301 redirect implementation
  • Website security

Status codes act as essential signposts for web crawlers to follow, ultimately ensuring that duplicated content isn’t resulting in a loss of page authority. As well this they will direct your audience to alternative areas of your website via an on-brand easy to understand message, should they experience a 404 error.

Memorable URLs are simple ways to direct your audience to the information they are seeking and employing a logical URL hierarchy helps search engines to consistently deliver your content to the most relevant queries. Through URL canonicalization we can avoid duplicate content issues that can affect your ability to rank well in the SERPs by signalling to search engines the specific URL that represents the master copy of a given page.

Why is on-page SEO important?

Search engines cannot read pages in the same way that we do, which is why it is imperative that we incorporate considered structures and signals to ensure they comprehensively understand the content and meaning of the web pages on your site. Search engines use this information to consistently deliver highly relevant content to their users in the SERPs. All of this makes on-page SEO an essential part of building your web presence in search.

In addition to implementing key strategies for search engine visibility, we’ll ensure your website is intuitive and well structured for human beings as well (search engines aren’t the ones actually interacting with your business or investing in your products at the end of the day). Our approach to on-page SEO will always look at your website from a UX perspective as well as an SEO one.

Although each step within our on-page SEO process may appear small, cumulatively they add up to create a powerful ranking signal to Google and other search engines. With so much care and attention placed on the development of successful digital strategies, ensuring results are not negatively impacted by easily implemented on-page SEO structures is an essential first step in meeting your digital marketing objectives.