Nobody ever said search engine optimization (SEO) was easy. Actually, it can sometimes feel downright complicated. Not only are the algorithms constantly shifting and evolving but there’s a huge number of factors you have to account for if you want your site to rank.
Some of those factors are what are known as off-site ranking factors. These include signals to the search algorithms that your content is valuable to the end user—for example, links from other reputable publications.
But there are also on-site ranking factors, which have more to do with organizing your site in a way that it’s easy for the algorithms to scan it.
These on-site factors are incredibly important, and they’re also relatively easy to get a handle on. As far as SEO goes, they can be low-hanging fruit.
And yet, many websites overlook them! Here are just a few of the most common on-site ranking factors you need; double and triple check that you’ve crossed off all these boxes. And if you need an expert opinion, the Driven2020 team is here for you.
Don’t Skip These Crucial Ranking Factors
- Compelling content. Google uses a framework called EAT, which stands for expertise, authoritativeness, and trustworthiness. Basically, the algorithms want to reward premium-grade, highly relevant content that truly satisfies user queries. Are you providing it?
- Title tags. Also called SEO titles, these are the page titles that appear at the top of the search window. They tell both the algorithms and the end user what the page is all about—and although your space is limited, title tags can be a valuable place to include some keywords.
- Meta description. Every page should have a meta description—a short description that tells the algorithms and the search user what the page is about. This is the snippet of text you’ll see on the SERP. Again, use a keyword or two if you can. Include a call to action. And, be sure each page has an original meta description. Unique content is key.
- Headline. Similarly, each page should have a clear, compelling headline at the top—something that provides the reader with a reason to scan your page. Again, if you can work in an organic keyword or two, that’s even better.
- Image optimization. The images on your page should never be an afterthought! On the contrary, you should be careful to select quality images that support your content. Also, make sure you optimize them with SEO-friendly titles and alt tags. Images present invaluable opportunities for search optimization, yet they are often overlooked.
- Great copywriting. The quality of your writing matters—but what makes good, SEO-friendly copywriting? The critical thing is readability. Just make sure you write something that reads well and is easy to skim. Focus on the end user and on delivering valuable information—and generally, the rest will fall into place.
- SEO keywords. Finally, make sure you’ve done your keyword research; Google gives you plenty of tools. As for how to place them, we’ve noted some strategic areas throughout this post (meta description, headline, etc.), but you can also work them into your content organically. Again, so long as you use them judiciously and keep the focus on readability and coherence, you should be just fine.
These are just a few of the on-site SEO opportunities you have available to you. To find out more about strategic site optimization, give us a call. Driven2020 boasts a team of seasoned, results-oriented SEO professionals, and we’d love to take a look at your site. Reach out to us today!