Before jumping into what is On Page optimization, let’s rewind a bit.
Google algorithm has changed a lot over a period of time. 20 years ago if your website had keywords, you could easily rank on Google. Because of this, many websites started shady practices such as keyword stuffing. And because of that, the quality of results went down. And Google came up with the Panda update. You can check out this article to know more about the changes in the Google algorithm.
Wondering why I am explaining this?
It is because in the present times Google gives a huge importance to Keyword placement rather than keyword density. And keyword placement is a part of On Page SEO.
What is On Page Optimization?
Influencing how people respond to your website through certain tweaks on the website itself is known as On Page Optimization in SEO.
This is done by strategically placing the keywords onto your website.
Components of On Page SEO
1. Meta Tags
Page Title or Meta Title is 60 characters long and if you surpass 60 characters Google will show it as ….
One of the best practice is to use your keyword followed by the brand name. This way you will have a chance to rank for both generic keyword as well as your brand name.
Meta description is of 160 characters. And if you surpass the characters Google will show it as ……..
One of the best practice is to use your Unique Selling Point in the description and also try to use the keyword which you have used in the title.
Remember Page Title and Meta Description do not appear anywhere on the website but are used by Google to print the search engine results page.
For example- Buy face wash.
2. Header Tags
There are 6 header tags- H1, H2, H3, H4, H5, H6. It is used to decide the hierarchy. H1 tag is the most important header tag because Google looks at it to decide the content of the page. So you should always place your Keyword in the H1 tag.
You can check whether the keyword is properly placed in the header tag by right clicking and clicking on inspect.
Remember- Use only one H1 tag on one page. Otherwise, Google will be confused as to what the page is exactly about.
3. Alt Tags
Alt tags or Alternative tags also known as image tags give description of the image which you have uploaded on the website. Try to include the keyword for which you want the page to rank for in the alt tag. You can check if the image has an alt tag by right clicking and clicking on inspect.
4. URL Structure
The URL structure should be Google friendly as well as user friendly. That means that the hierarchy of the URL should be easy to understand.
For example- https://www.amazon.in/s?k=shampoo&ref=nb_sb_noss_2
Can you understand the above URL? No right! This is known as a dynamic URL which both users as well as Google find it difficult to read and understand. A dynamic URL can also hinder the SEO of a website.
Another example- https://products.drbatras.com/collections/featured-collection/products/dr-batra-s-hairfall-control-shampoo
The above URL can be understood by Google as well as the users easily and hence it is SEO friendly. It is also known as static URL.
5. Anchor text
If there are words which are linked to different pages on the website, it is known as an anchor text. Because for Google those words mean ‘the page’. The maximum number of hyperlinks are found in the header and footer. So when the spider crawls through your website (menu), it will understand the structure of your website better which will help you rank on the Google SERP.
Conclusion- Keywords should be properly placed on the meta tags, header tags, alt tags. Also, the URL should be properly structured and the website should be properly linked.