What is the difference between onsite optimization and onpage optimization?
Modern SEO optimizes the pages for both users and search engines
What is onsite website optimization?
Onsite optimizations look at the site as a whole and to support the entire website with, for example, internal linking, performance, landing page size and speed. It is often a matter of looking at the processes when creating information and how redirects are made or how to optimize images.
Traditional onsite optimization is basically a system of designs, rules and tactics that you can use to modify your website and make it more visible to search engines. Web editors write the most important thing first and make sure to use the keyword early in the text and in various formats. Some of these factors are hygiene factors that can be done mechanically - but it is also possible to follow up that you follow the various guidelines with tools such as the Yost plugin in WordPress.
What is onpage web page optimization?
Onpage SEO of pages means that you optimize texts for search engines by following some basic rules. It is about each individual page ranking as well as it can. Some believe that SEO is in conflict with journalistic freedom while I believe that an editor can benefit greatly from understanding the basics.
The structure of a web page and its content is a very important part of the SEO puzzle.
We need to do on-site optimization against the most important keywords (money keywords) and ensure that the indexing works properly. We can do this by conducting a basic search behavior analysis. Here we have a detailed strategy. By setting up measurements, we can follow the development and send reports to relevant departments that can follow the increase. This gives us a chance to work proactively and optimize the site in an agile way. We try to be the best at optimization by using proven techniques that give results.
The search result is constantly changing
SEO optimization is becoming increasingly complex as search results no longer only show websites but can also display search results in the form of knowledge graphs, videos, maps, news and results from mobile and digital assistants.
What are the ranking factors for search engine optimization?
In order to rank well on keywords, the website needs good content that meets various ranking factors.
Google does not say how many ranking factors there are, but when the company was relatively new, they stated that they had 200 ranking factors. I guess several thousand factors are used today and studies are being done continuously on different types of connections. About 40 factors are quite obvious, such as that the site should load quickly, that readers stay on the site and that it should be mobile-friendly. In addition to the onsite optimization, there are domain metrics and social metrics.
The latest study from Searchmetrics on ranking factors in 2015 where they studied 10,000 keywords showed that user design (UX) is becoming increasingly important and how visitors perceive the site.
Examples of onsite ranking factors
- The amount of text: A study from Searchmetrics from 2013 showed that it was optimal with 476 words since then the amount of text has increased. The number of characters had increased in the study in 2015 and was between 1000 to 1285 characters including footer and other text on the site.
- Ease of use: The sites that rank highest are often well structured and are more user-friendly.
- Good readability: There are several different algorithms for readability such as Flesh index score, Gunnig Fog. Flesh readability at 76.19
- To use semantics with related terms has great significance for visibility.
- Url length (43.64 characters is the average for the top ones)
- Mobile friendliness
- Relatively low bouncer rate (36%)
- Charging time / file size
- They used longer bulleted lists (up to 13 different items in the lists)
- Desktop speed (1.16 seconds)
- Speed mobile (1.10 seconds)
- Keywords in anchor texts
- The number of internal links on each page (average 150 while Google recommends maximum 100)
Be sure to review the quality of your website
Fortunately, not everything is about Google's quality reviews, but at least as important are your own quality audits of your site. For your own site, you should do a quality review and work on removing and minimizing the worst problems. We use different SEO tools to find problems on the site.
What does the right semantics mean in an article and how does it affect, for example, keyword optimization?
It can mean a lot that you match the keywords within a certain keyword. If you work with a special niche or a large e-commerce site that contains keywords that have a lot of search volume, it is often low-hanging fruit to check through the whale words and see if there are related keywords within that concept.
- Is the keyword in different heading levels (
- You should only have one main heading ie
and that the keyword appears in subheadings is perhaps not the most important but probably affects it.
- Have you researched whether the text is relevant to the keyword you want to rank on
- Is the keyword the one that appears most on the page (keyword frequency).
- Is the amount of text extensive enough
- Finding the right tonality and having a good and high readability is important for texts. There are various algorithms where the Flesh index score is one of the most well known others is the Gunning Fog index, Coleman. Smog. You can test the readability at read-able.com
- Has semantics been used around related terms. This is as important as the keyword you want to rank for
- That links lack anchor texts
- Is the content unique and is not duplicated
- Use relevant terms around the keyword you want to rank on. If you want to rank on the word sofa, it is good that the word shop is included.
- Does the title contain the keyword you want to rank for? Page titles should be descriptive and precisely worded and the text should preferably have the keyword you want to rank at the front of the text. Keywords that are further forward perform better than those that are further back in the text.
Meta Descriptions - How should I think when writing a meta description?
The meta descriptions should currently not be longer than 157 characters. The best length is actually pixel width because different characters have different lengths. You see it well if you look at tools like Google SERP Snippet Optimization Tool.
With meta descriptions, you should make sure you have a high CTR (click through rate) ie click from Google's search list. Think news headlines for magazines and design meta descriptions and titles so they look good. What makes people read on. Make sure that unique sales benefits are included that highlight the product and that you use the maximum length.
- Does the meta description contain the keyword you want to rank for? This may not be the most important factor but the CTR should be improved on the keyword you want to rank on.
- Is the meta description unique so it is not duplicated. Google does not like duplicate content. If the pages have similar content, they compete with each other and Google has a hard time knowing which one to rank on.
- Has the meta description correct length
- Avoid the company name early in the meta description.
Is the keyword in the text?
- Is the text well written and is the keyword in the body text with the right frequency without it feeling spammy.
Optimization of images
According to a large study from RavenTools, the most common onsite error is that you do not have title attributes followed by missing alt tags.
- Is the keyword in captions?
- Are the images quick to load?
- Are there infographics and pictures?
- Have the pictures filename with the keyword
Formatting and code
- Is the keyword in bold ?
- Is the keyword in italics ,?
- Is code / text ration good?
- There are point lists, preferably with up to 14 points
- Breadcrumbs to facilitate navigation
- Is canonical set up correctly - otherwise it can prevent Google from reading the page in a good way.
- The site has an error in the HTML code
- Robots.txt file
Search engine optimization and URLs
- If the URL has the keyword, it is positive
- Is the keyword in the domain?
- Too long URLs can be a negative raking factor and one should be careful not to use too many keywords in the urls
- The url length should be kept short (43.64 characters is the average of those at the top according to the SearchMetrics study)
Working with a site means constant quality work where Google Analytics is an indispensable tool. Factors that are also followed up are how long the visitors are on the site and the amount of text and the quality of the text is of great importance for the visitors to stay longer on the site.
- Click-through-rate affects the organic ranking and you often need to adjust titles and meta descriptions
- How long are visitors on the page - you want them to stay and not go back to Google search results.
- Relatively low bouncer rate (36%). I have measured the bounce rate on official sites such as the Swedish Medicines Agency where you have a higher bouncer rate, which indicates that readers come directly to the text they are interested in.
- Internal links to other pages are important and the number of links to a given page is an important signal that the page is important. Both Google bot and users use internal links. Make sure to identify pages with potential and that they have both internal links and external links to them.
- The number of internal links on each page (average 150 while Google recommends a maximum of 100)
- Good anchor texts on the internal links
Mobility and SEO optimization
Mobility is of great importance according to Mobilegeddon Ranking Study from Stone Temple. Google has also confirmed that the better a website is mobile-friendly, the better the ranking.
- Mobile friendliness and readability in the mobile and viewport configured
- Mobile speed (average 1.10 seconds for top-ranked pages)
Speed is very important for user-friendliness
- Page size and load time / file size
- Desktop speed (average 1.16 seconds for top-ranked pages)
Speculation about certain ranking factors
- Outbound links. There are SEOs who believe that outbound links to sites with high trust can affect the ranking. A few years ago it was common to link to Wikipedia which is a bit too predictable so you should use other sites with high trust.
- Social media today is not a ranking factor despite lots of blog posts claiming the opposite because Google does not want to lose its traffic to social media. We know that social media will have an increasing impact in connection with the millennial generation getting older. We've seen new search engines and social influencer tools that (Impactana, Buzzfeed) which exclusively uses social media as a ranking factor to sort results.
In addition, the big social companies have become better at launching services that help companies sell products and services so we will get search engines that better show personalized results. All in all, this means that it is not possible to turn a blind eye to social channels such as following up on how social media works on different landing pages.
What is an optimal website?
Blog Pros conducted a survey where they developed the most popular blog posts to find similarities:
- 22% of the articles used quotes
- 92% had buttons for social media
- 75% of the articles had comment fields
- 5% of the articles had video
- Each article had an average of 3.2 images
- Each article had an average of 1149 words per article