In this process, we do Search Engine Optimization by making changes to web pages.

Few factors of On-Page Optimization

User Experience

User experience is the most important factor to decide the ranking on the search result page. If your website’s visitor is happy, your chances to rank in a higher position will be more.

A bad experience on your page will decrease the ranking. It causes a higher bounce rate.

Appropriate meta tags and title tags

Meta tags should be meaningful. Title and Meta description pass information of your webpage to search engine.

Update: Google has changed the way it used to consider Title tags for the ranking. Google can now generate the Title on its search result page using the H1 tag from the page. It means you should now write a meaningful H1 or H2 tags so that if Google takes that H1 for the title, you could get a higher CTR.

Keyword Prominence

Prominence is the most important factor of On-Page Optimization. Keeping important keywords close to HTML tags makes prominence higher and these keywords’ prominence helps your website to get ranked in search engines.

Keyword Proximity

The term proximity refers to the closeness between keywords. If keywords are placed together and closed to each other, the webpage gets ranked with high weightage. Generally, people are not aware of keywords and key phrases.  Key phrases are made by two keywords. For example, “SEO Company” seems a keyword but actually, it is a key phrase made by two keywords i.e “SEO” and “Company”.

You will definitely use this key phrase in your content as a keyword but you will have to enrich your web page’s content with keywords (SEO and Company) too. Here you need to keep these keywords close to each other to make proximity higher.

Occurrence/Density

Occurrence refers to a number of uses of keywords in web pages. Using your desired keywords in the title and body with prominence helps to increase occurrence.

Page size

Page size should be approx. 50 to 60 KB. By using gzip you can decrease the page size. Gzip can compress your webpage without changing the URL.

Update: Page Size doesn't matter now. We are using images and videos to get the attention of users. User experience matters most.

Page Lead time

If your webpage is taking too much time to load, your page may get trouble ranking on the top.

Page Speed

Page speed is the second most important factor to get the website ranked. First is the user experience. To improve the page speed, you need to do the following:

• Reduce initial server response time
• Reduce unused JavaScript
• Eliminate render-blocking resources
• Reduce the impact of third-party code
• Reduce JavaScript execution time

You can check your PageSpeed insights here.

Internal linking

Internal linking is used to make a path for a crawler.

No to 404

There shouldn’t be any 404 or “Not Found” errors on the website.

Robots

Let the robot scan your website. Robots in your website should not be restricted by either robot meta tag or robots.txt file.

No Hidden Text

One should not use hidden text on the website. It could happen by using the same colour of the font as the website background has.

Schema/Structured Data

You can show rich snippets using schema. Google gives priority to those websites where structured data is used for additional details. Through the Structured data markup, you can show price, date range, location, event and other useful information about your website on the search result page.

You can read more about schemas here.

SEO Friendly URL Structure

URL structure plays a great role in ranking. A simple and descriptive URL not only helps the crawler but to humans to understand what the page is about. Even Google recommend in its guideline to keep a simple and understandable URL structure.