On-page SEO is the foundation of every website. That's why we created a comprehensive 25-Point On-Page SEO checklist to guide you step-by-step through a perfectly optimized webpage in 2020.
On-page SEO is the process of optimizing your webpages in order to rank higher in organic search results. On-page refers to both the content and HTML source code of a page that can be optimized. This is different than off-page SEO which refers to links and other external signals that occur off of your website.
Absolutely! On-page SEO has been and always will be important. With so many aspects of SEO not fully under your control (or that could take months or years to take effect), on-page SEO is something you have complete control over and the ability to quickly influence. So without further delay, let's jump into point number one.
Your web page URLs should be short and keyword rich, using only a targeted keyword at the beginning of the URL whenever possible. Avoid long and cluttered URLs, as short URLs have been proven to rank better in search results. For example, yourwebsite.com/your-keyword is more SEO friendly than yourwebsite.com/10-great-reasons-why-your-keyword-could-be-awesome.
Your title tag is an extremely important on-page ranking factor, particularly when it comes to the placement of your targeted keyword. The closer the keyword is to the beginning of the title the more weight it has with search engines. Be sure to keep your targeted keyword as close as you can to the beginning of your title tag and be sure to limit your title to between 50 and 60 characters this way it will not be truncated in search results.
Using modifiers like “2020”, “best”, “easy”, “checklist”, “fast”, and “review” can help you rank for long-tail versions of your target keyword. Using “the current year”, “the best”, and “updated” for relaunched blog posts are some favorites used around the web. These modifiers can also assist with increasing your click-through rate (CTR). Optimizing for CTR is something we will cover later in this checklist.
This is your top on-page attribute and can be the same as your page title. Google has said you may use as many H1’s per page as you like. We still only recommend you use the H1 tag once per page because the H1 tag helps Google understand the structure of the page. Be sure that your H1 also contains your target keyword.
Use your H2 tag for subheadings and be sure to include your target keyword in at least one subheading. See if you can also work in some latent semantic index (LSI) keywords into your subheadings as well. Subheadings are great for breaking up content and making pages easier to read. You can use multiple H2 tags per page.
Images, videos, and other multimedia can reduce bounce rate and increase time on site which are two critical factors for user interaction rankings. The use of images allows you to break up content and also provides you with the opportunity to include your targeted keywords in your image’s alt tag property. One constantly overlooked optimization is the image file name. Be sure to provide a brief description of your image in the file name as well.
Many times this happens naturally while writing about your chosen topic. Sometimes, however (particularly with blog posts), people start their content with a long-winded intro and use their keyword for the first time much later. This is not a good practice to maintain.
By linking your site to related outbound websites you’re showing Google that your page and website is a hub of quality information. Associating your website with other quality websites can assist both in page rankings and in help Google better understand what your webpage is about.
It’s a good practice to add 2-3 internal links to every new piece of content that you publish. One of the main benefits of internal linking is that it helps Google find, understand, and index all the pages on your site. When used strategically internal links can pass page authority to important pages. SEO Best Practice calls for using keyword-rich anchor text which is text that helps users and Google understand what the page your linking to is about.
Semantic search denotes search with meaning, as distinguished from lexical search where the search engine looks for literal matches of the query words or variants of them. Google's search algorithm called Hummingbird allows the search engine to understand the full topic of your page. By including semantic or LSI keywords in your content, Google will fully understand the topic and subtopics related to your target keyword, allowing you to rank higher for both.
As a general rule make sure all your blog posts and articles have 1100+ words of content. I would recommend that even service pages should have 800+ words. Longer content will not only help you rank better for your target keyword but it will also allow for more long-tail traffic opportunities. As an added bonus longer content tends to acquire more backlinks and rank higher in organic search.
Your meta description should be unique, contain the keyword or keyword phrase you wish to target, and be between 150-155 characters in length. Plus, if your meta description contains the exact keyword the user is searching for, it will become bold in search results. Think of it as a small advertisement aimed at getting people to click on your webpage on the search results page (this is yet, another way to help optimize for CTR).
While social signals do not have a direct impact on the search algorithm social media is great for getting more people to view your content. It allows for increased brand awareness and is great for connecting with your target audience. As a small bonus, the more people who see and share your content on social media the better chance you have of acquiring a backlink.
Use the “URL Inspection tool” feature in Search Console. Submit your newly published URL in Search Console. The inspector will test whether your page is able to be indexed. If it can, click on “Request Indexing”. GoogleBot will then visit your webpage, crawl across its content, and index it. This tool also comes in handy if you have updated or otherwise made changes to your content.
I have found people accidentally restricting search engines from accessing content on their websites by applying a no-index tag to their pages. Although this is more on the technical side, non-indexed pages will never show in search results as they can not be crawled by search engine bots.
HTTPS is a secure way to transfer data between a server and a web browser. Google officially announced they would use HTTPs as a ranking signal in 2014. Multiple studies have since confirmed a strong relationship between higher rankings and websites using HTTPS.
Higher dwell times, or time on page, is a strong signal to search engines that the content on your webpage matches visitors' search intent. This correlates with higher rankings for that search term. Increase how long visitors stay on your page by writing long engaging content, using images, and videos (as mentioned previously).
Google publicly stated in 2010 that the speed of a website is an official ranking factor. More recently (in 2018) Google announced they will begin using mobile page speed results and will be shifting to Mobile-first indexing. This means Google will predominantly use the mobile version of the content for indexing and ranking instead of the desktop version used in the past. This makes it vitally important that your website can load quickly. Luckily, Google has provided a handy tool to assist in figuring out your mobile page speed and ways to improve performance if needed.
In data compiled by Ahrefs, it looks as though Google will drop web pages in search results if a page has broken links pointing to external sources. Be sure to regularly scan your website for broken links and either completely remove the link or link to a new piece of content.
As touched on previously in steps three and thirteen, optimizing for CTR has become very important. In a study conducted by WordStream, they found that if you beat the expected CTR of your position in the search results you are “far more likely to rank in more prominent positions” and if you are failing to meet the expected CTR you will start to appear in lower positions. Two key factors to help drive increased CTR are improving your page title by adding modifiers to your title as covered in step three and using keyword-rich meta descriptions to help searchers understand what your page is about in search results as covered in step thirteen.
Keyword cannibalization is when the same keyword or phrase is optimized and used for multiple pages on a website. This creates issues for search engines as they will not know which page to provide for a given search query. Thankfully there is a quick and easy way to identify keyword cannibalization on your website. Ahrefs has a great post on how to “Find and Fix Keyword Cannibalization Issues”. If you find this is an issue on your website, think about merging content from competing pages and redirecting them into the asset that holds the most authority.
Websites that commit spelling and grammatical errors can make it difficult for readers to understand the content. The same rings true for search engines like Google and Bing. If they notice spelling and grammatical errors throughout your content, it will negatively affect your search results.
Always use original images on your website when possible. Why? Because a recent study conducted by Reboot Online found that “using unique images on your website does have a positive impact on organic web rankings as well as image rankings”. If you have a bunch of stock images on your website, take pictures and create your own custom images.
Voice search is growing quickly. It’s estimated that during 2020, 50% of all searches will be voice-based. One of the most effective ways to optimize your content for voice searching is to provide short and concise answers (25 to 30 words or fewer) to questions related to your keyword topic. One easy way to do this, is by incorporating an FAQ section to your webpage.
In 2015, Google announced that mobile-friendly compliance would soon become a ranking signal for searches conducted on mobile devices. Couple that with Google now prioritizing mobile-first indexing and it's obvious that your website must be mobile-friendly to excel in search ranking in 2020. Make sure to run your website or an individual URL through Google’s Mobile-Friendly Testing Tool to find errors and prioritize them for correction.
Adding schema markup to your web pages (when appropriate) will provide the opportunity to show up in Rich Snippets. In Fact, studies have shown you can get up to a 30% increase in CTR with structured markup. Brian Dean, of Backlinko, has said the two best types of Schema for getting Rich Snippets are review and FAQ schema.
I know we covered a lot today and I hope you found this checklist helpful. Is on-page SEO something that your business or organization struggles with? If so we can help. On-page SEO is just one of the SEO services we offer for our clients.
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