Search engine optimization (better known as SEO for being Search Engine Optimization), has a certain aura of mystery. It is actually quite unjustified because, although it may be a bit complex, the basic rules are very clear even though search engines are not usually too explicit about it. And this article will help you to know about the basics of On Page SEO.
In this post we are going to summarize one of the two parts that make up the organic optimization. process: the so-called SEO on page or SEO on site. Do not worry that soon we will dedicate another post to the second aspect: the SEO off page. So you can have a complete vision of what and how influences the organic positioning of your eCommerce or website.
What is SEO on page?
We can define it as the set of measures that we must adopt to ensure that each of the pages that make up our site is in optimal conditions to appear in searches for relevant terms and, therefore, generate qualified traffic from that channel.
Within the global process of SEO, the on page focuses on the optimization of all those technical or content factors on which we can intervene. In this way we will prepare the information architecture, internal linking, content and meta description (among other things) so that search engines are able to track it, include it in their databases through the process called indexing and be a candidate. to be ranked by a specific search term or intention.
Optimization at the on-site level must always be aimed at facilitating the work of search engines. These first crawl the pages using a software called “robot” or “crawler” and then index and organize the results based on complicated algorithms that weigh many vectors.
How is SEO done at the on-page level?
The main thing in any strategy is planning. In the case of SEO, all part of the so-called Keyword Research or Keyword Research, which consists of translating the business objectives into search terms and finding out which of them are the most attractive by volume of potential searches made in the different engines.
Keyword Research will be critical to define the architecture that the web should have since, although the products and the business rule over all things, the SEO on page will have to collaborate in the decision of which categories and pages should be created and which should be the keyword for which we want to try to appear. Many times a simple semantic change such as using a men’s sweater (3,600 searches / month) instead of a men’s sweater (110 searches / month), can make such an abysmal difference in potential scope as this:
SEO Check list on page
Once we have obtained all the keyword data it is time to focus on other aspects. We have to make sure we have the page prepared, with the best possible performance, a logical information architecture, an impeccable layout and a unique content that is well constructed and hierarchical.
We are going to summarize it as much as possible (you will see if you decide to deepen that the subject goes a long way) with some of the main questions that you must answer:
1. Server: Is the data center in the country of my target audience? Do I have a national IP? Does my page load fast? If the answer is no, is it the fault of my photos? Are there too many requests? Excessive JS or CSS files? Am I compressing the page? Have I defined the cache?
2. Architecture: Does it make sense for both search engines and users? Am I using the best terms?
3. Coding and Layout: Is my page well built? Do search engines understand it? Have I optimized the urls and the title and description meta tags with the correct keywords? Am I ranking the content with headings? Are the labels and headings unique and do they have the correct extension?
4. Content: Am I using text of a sufficient length? Is it different between my pages and compared to the competition? Does it add value? Is it semantic related to the keyword or search intention that I want to optimize for? Are the images optimized? Do the photos incorporate the corresponding ALT and title tags?
5. Crawling and indexing: Is my page accessible to search engines? Do I have a robots.txt file that manages access? Have I incorporated the relevant sitemaps to make indexing easier? Is the page ready to internationalize?
As you can see there are many, many questions that you must answer. Each of them has to do with a different factor and a certain weight in the global positioning of your page.
When should on page SEO be done?
In an ideal scenario, on page SEO should be applied from the development phase or even earlier: at the planning stage. Projects that think about organic positioning from the beginning have many advantages. Mainly:
1. The architecture is defined based on a business strategy in which each page serves a search.
2. It avoids dragging structural problems that, once in development, suppose many hours, headaches and are sometimes difficult to fix.
3. A page optimized from scratch will avoid potential penalties that hurt the chances of appearing in search engine results.
This does not mean that the on page of a page that is already in production or even that has been in force for many years cannot be optimized. It is simply a recommendation so that, if you are on time, you consider including it in the work process. This will save you time and money in the future.
Are there penalties to SEO on page?
Since organic traffic is a very important source of acquisition and income for a large number of businesses, certain traps emerged. Search engines reacted with Google in the lead and pursued the so-called SPAM in searches.
Although the most widespread and powerful formula for manipulating the results comes from the off-page aspect of SEO, there are also practices called black hat on the on site. The most persecuted is, for a long time, bad content or duplicate content. To fight against it, Google launched its update, called Panda, and its different versions, this cute little animal can get you out of searches if you dedicate yourself to copying content from there or what you write has little length and is not of the minimum quality required. The algorithm seeks to refine the quality of the results.