Getting found online can be an arduous task. The herculean efforts that many webmasters make in obtaining incoming links and generating social buzz can be all for nought if the web page itself doesn’t lend itself to visibility for search algorithms. Many webmasters neglect on-page optimisation when building their SEO campaign.

What is On-Page Optimisation?

On-page optimisation is one of the major factors influencing how a website performs in organic search results. While it might not be the only factor involved in an SEO campaign, it is currently one of the most influential. On-page optimisation refers to making adjustments to a website to positively influence how it is viewed and valued by search engines.

On-page optimisation is one of the few major factors that can greatly impact how a web page performs in search results. Search engine crawlers check websites for a growing number of different factors. Gone are the days of keyword stuffing and content stealing. Businesses looking to be found online have to stay ahead of the curve and build web pages that offer the user value with truthful information.

Building an effective on-page optimisation content involves a growing set of practices that can have a huge impact on how search engines value a website. Some of the factors a search engine algorithm looks at comes down to the quality, relevance, and originality of content on a website. Search algorithms have gotten smarter when it comes down to understanding the content and comparing content to authoritative sources.

Search algorithms also look at how quickly a web page loads, the structure of a website’s navigation, and the overall usability of the web page in a number of different environments including how it looks on a desktop, a mobile device, and in different web browsers. How quickly a web page loads, how accessible the website is for those using accessibility tools to access it, and how effectively media is used to supplement the content can also greatly impact how a web page performs in search results.

How We Do On-Page Optimisation

Before we construct an on-page optimisation campaign we conduct what is considered to be an “on-page audit” of a website. Our auditing process involves both automated tools and a manual review of the website in question to identify the factors that are holding a website back from being properly indexed and valued by a search engine. There are a number of different factors that are taken into consideration including:

  • Page layout and structure.
  • URL layout and structure.
  • Title and meta data.
  • Headings and subheadings.
  • Content quality and relevance.
  • Multimedia use, relevance, and citation.
  • Keyword usage.
  • Inbound links from reputable websites.
  • Outbound links to authoritative sources.
  • Loading times.
  • Mobile web performance.

Once we have conducted our audit, our team begins to make meaningful changes to the design, content, and media resources to optimise each page to achieve prominent placement in search results.

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