While Google’s search algorithm continues to advance and change, certain on-page SEO elements remain important in influencing a website’s search ranking.
On-page SEO elements refer to factors on a website that affect a site’s search ranking. Examples include website pagespeed and title tags. Whether you’re hiring a digital marketing agency in Vancouver or a Vancouver SEO agency to perform a Vancouver SEO audit, here are five on-page SEO tips you should implement during a website audit to optimize your website’s search ranking.
How fast a website loads on a browser remains a crucial element of a website’s search ranking. Website pagespeed influences a website’s user-experience (UX), which Google takes under consideration when ranking a website on Google search results. There are several tools to evaluate your website’s pagespeed: the most popular ones are Google PageSpeed Insights, GTmetrix, and Pingdom. Here is a some information about each of these pagespeed tools:
a. Google PageSpeed Insights
This is a Google-powered tool that rates your website’s pagespeed out of a score of 100. To use Google PageSpeed Insights, simply type your website URL in the search bar and hit enter. Google will then run a performance analysis of your website or the website URL that you have entered, and generate a pagespeed score for the website.
GTmetrix is another powerful pagespeed tool that performs a pagespeed diagnosis of a website and makes recommendations on how you can optimize the website’s pagespeed. To use this tool, enter a website URL in the search box and GTmetrix will run a performance review of the website, give it a grade and provide some recommendations on how you can optimize the website’s pagespeed.
Google continues to use keywords in title tags to gain text understanding of a webpage and use this information to rank the webpage. For example, if a webpage’s title tags say “Christmas Baking Recipes”, Google will understand that the webpage is related to Christmas Baking Recipes and display the webpage on search results related to “Christmas Baking Recipes”.
A free and useful keyword research tool you can use to find popular search terms is Google Ads Keyword Planner. You can enter a website URL or keyword phrase and Google Keywords Planner will generate a list of relevant keywords based on the website URL or keyword phrase you have entered. For example, if you enter “family sedan” in Google Ads Keyword Planner, the keyword research tool will output relevant search terms such as “small family cars”, “family sedan car”, or “fastest family sedan”. Once you have garnered these keywords, you can incorporate them in your title tags so your webpages can appear on search results for search queries related to these keywords.
Alternative text is a textual description of an image. Alternative text was designed for those who are visually impaired and use eReaders to listen to content on a webpage. When an eReader comes across an image on a webpage, the eReader would read the image’s alternative text to the listener so the listener could understand what the image is. Google also uses the alternative text to understand what the image contains and displays this image on Google Images for keywords related to the image’s alternative text. Google also displays the webpage where the image is for queries related to the keywords in the alternative text. For example, if an image’s alternative text says “2022 Toyota Corolla” and the image is embedded on a product of a 2022 Toyota Corolla, the alternative text alongside content on the product help Google understand that the webpage is related to the 2022 Toyota Corolla and Google is likely display that webpage on Google search results related to the 2022 Toyota Corolla. Adding alternative text for an image is generally very simple and straightforward if you are using a popular content management system such as WordPress or Shopify. For example, you can add alternative text to an image on a WordPress website by going to the Media Library and clicking on the image to which you want to add alternative text (ideally every image), and write the alternative text.
Optimizing a website’s on-page SEO elements remains an important aspect of improving a website’s search ranking. By using the three approaches above – optimizing your website’s pagespeed, title tags, and alternative text – your website will deliver a better UX and help Google gain better textual understanding of your website. Ultimately, this will help your website rank higher on search results for keywords related to your website and products or services!