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Which on-page element carries the most weight for SEO?

Updated: Oct 24

A good way to get us thinking of what On-Page Elements may be, let's have a look at the signage below. Would you be able to tell what the store is or what it is about and what they offer? Likely not.

A blank billboard sign
A blank billboard sign

Now imagine that the white signage you see there is your website On-Page elements. It is essentially the keywords that you would need to put on there on your signage to attract attention from those searching for your services.

On-Page Elements in SEO is basically your signboard for Search Engine crawlers - where they crawl and find you based on your signboard. So, you would want to tell Google what your website is about so that it can match those keywords that represent what you are - with Google users who are searching for the same. So which on-page element carries the most weight for SEO?


Importance of On-Page Elements

Within the best practices of Search Engine Optimization, it is good to:

  1. work the best keywords to match your customers

  2. Communicate this clearly with Search Engines

Hence the importance of On-Page Elements.


Two Primary Areas of Focus in Search Engine Optimization (SEO)

  1. On-Page Elements (30% - but the foundations of your SEO)

  2. Off-Page Elements (70%)


SEO On-page and Off-page elements
SEO On-page and Off-page elements

Source: lawyerseo.com Catch Whiteboard Friday below on Weighting the Clusters of Ranking Factors in Google's Algorithm.


Scoring weightage of On-Page focused initiatives:

SEO scoring weightage  by MOZ
SEO scoring weightage by MOZ
SEO scoring weightage  by MOZ
SEO scoring weightage by MOZ
SEO scoring weightage  by MOZ
SEO scoring weightage by MOZ


The SEO Pyramid and which on-page element carries the most weight for SEO

In order of priority, use the SEO Pyramid as a guide to strengthening your On-Page SEO.

SEO pyramid and the rankings of priority
SEO pyramid and the rankings of priority

Source: University of Toronto

Elements of an Optimized Page

  1. Crawler / Bot Accessible

  2. Authorship, Meta Data, Schema & Rich Snippets

  3. Keyword Targeted

  4. Uniquely Valuable

  5. Provides Phenomenal UX

  6. Built to be Shared through Social Networks

  7. Multi Device Ready

Source: Moz


SEO On-Page Elements


1. Page Title (Title Tag) and Keyword Usage

Page Title in SEO On-page elements
Page Title in SEO On-page elements
  • Every page should have it's unique title

  • Aim for about 54 characters

  • Not brand name first as the search engine knows who you are, you want to use the Title tag as a indexing function to tell Google what that page is about compared to your other pages

Page Title in SEO On-page elements - Source code & SERP
Page Title in SEO On-page elements - Source code & SERP

2. Page Headling (H1 Tag)

Examples of Page Headers (H1 title)
Examples of Page Headers (H1 title)
  • Use primary keywords at least once in H1 tags, as close to the first few words


H1, H2, H3 hierarchy
H1, H2, H3 hierarchy

Source


H1, H2, H3 examples
H1, H2, H3 examples

Body Text (first 50 - 100 words on page)

  • Content is King as they say. Google has algorithms to be able to tell that your page is not just about keywords, but provides a wealth of resources in your topic area.


URL Structure (and domain)

  • Also good to have your keyword in your URL

SEO cheat sheet
SEO cheat sheet

Source: Moz

Images & Image Alt attributes

  • Search Engines also look into the images in your website:

  • title

  • filename

  • surrounding text

  • alt tag (behaves like an Anchor Text in a text link)

  • Analyze your website with a SEO Tool, which also looks into SEO opportunities within your images

Alt text
Alt text

Screen Shot 2018-05-21 at 3.35.12 PM.png

Internal and External Links


Meta Description

  • Not used directly in search engine ranking algorithms, but are still important as potential customers would read that before they click into the website

Meta description example
Meta description example

Meta Keywords

  • No impact on ranking, not recommended for use in general


SEO On-Page Best Practices


Keywords

  • Determine your keywords, then see how they can fit into each possible section. Target 1 keyword per section don't overdo it.

Insert keyword into page title
Insert keyword into page title

Website Hierarchy

  • Your home page is the most powerful page. So when working your keywords, be sure to focus on key terms on your home, then increase the details to the search term as the user delves in.

Hierarchy of your website
Hierarchy of your website

Meta Descriptions

  • Keep it to less than 155 characters

  • Write in action-oriented phrasing

  • Provide the user with their solution or benefit here

  • Be as relevant as possible. Don't deceive


Google Search Console


Tracking

MOZ SEO dashboard
MOZ SEO dashboard

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