To establish Authority, your website must have a strong On-Page SEO strategy to reinforce your Off-Page SEO efforts.

About On-Page SEO

On-Page Search Engine Optimization (SEO) deals with making sure that the content and information within your website is optimized to achieve top placement natural search engine results. However, On-Page SEO does not guarantee top placement.

On-Page SEO has less influence over Search Engine Results Pages (SERPs) than its counterpart, Off-Page SEO. But in order to establish Authority, your website must have a strong On-Page SEO strategy to reinforce your Off-Page SEO efforts.

1) Website Design

How a website is organized, designed, and developed can be instrumental in achieving top results. Website organization is a critical part in achieving top results. And this ultimately depends on a website’s ability to delivering relevant content to customers in varying stages of the purchase cycle.

• Page Design & Development – Your website design should kept as clean and unencumbered as possible to make reading and indexing the pages as easy as possible for search engines.
• Site Maps – Site maps are essentially the blueprint of your website. They tell search engines what sections and pages make up the website and provide the paths for the spiders to follow in order to index their content.
• Links Page – Links pages help search engines identify other sites that you have endorsed as a partner or related authority. These pages are particularly valuable for reciprocal link building strategies.

2) Page Content

Page content is what the user actually reads on the page – and content is KING! The content on each page should be optimized for a specific intent. That intent should match the function of the page. Misleading searchers by promising content that does not actually satisfy their request will only result in high bounce rates.

• Keyword Density and Placement – Keyword Density is simply the number of times a keyword appears on a page. And Keyword Placement is where those keywords appear within the content of a page.
• Headings – Search engines love headings. Headings are titles or sub-titles used to break page text down into smaller, more consumable pieces. They help users and search engines scan and identify the content of a page.

3) Meta Tags

Meta Tags are the ‘behind the scenes’ information used by search engine spiders. It is very important that your Meta Tags be in alignment with the actual Page Content they reinforce. And to achieve optimal results, it’s important that each page of your website has its own set of Meta Tags.

• Page Title – Page Titles exercise significant influence over search engines. Page Titles are displayed in the top-center space of Internet browsers. They are the primary indicator to search engines and users what the page is all about.
• Page Description – Page Descriptions are the text that search engines display when your page presented in SERPs.
• Keywords – Keywords reinforce the specific search terms being targeted by a page.
• Image Alt Tags (including Videos) – Image Alt Tags are particularly useful for helping users with physical limitations (such as being blind) view your website with the assistance of screen readers.

Other Tools

Beyond the general website, page content, and meta tag, here are some other on-page SEO elements to consider.

• Custom URLs – Custom URLs are used for many purposes, including placement on marketing materials. However, they are also helpful to SERPs – especially when used as part of you off-page marketing strategy.
• Internal Linking – How you link to content within your website is very important. In this way, internal links can help you create pages that appeal to different users in varying stages in the buying cycle and then link to related or more detailed information about specific aspects of that content.
• Flash and JavaScript – Flash is a multimedia plug-in used to add animated and interactive content to a Web page. JavaScript is a programming language that allows developers to create enhanced User Interface (UI) designs and deliver dynamic content.
• Robots – Robots are used to tell search engine spiders what content should be indexed and what content should not.
• New Content – New and relevant content is the single most important part of any SEO campaign. It is what helps you build and maintain authority with users, resulting in a greater number of inbound links (or back links). It is also the most time consuming and labor intensive part of Search Engine Marketing (SEM).