Top 10 Elements of Successful On-Page SEO

Top 10 Elements of Successful On-Page SEO

SEO services or search engine optimisation is more complex than ever before, especially on-page SEO. It is no longer a simple process of marking various things off of a pre-determined SEO services checklist.

Woya Digital’s successful search marketing for our pay monthly SEO services involves the use of 10 important on-page SEO elements that are extensively understood and properly implemented.

What is SEO?

SEO is an abbreviation that in full means ‘Search Engine Optimisation’. Optimising web content for search engines is a marketing discipline within itself (cunningly enough known as search engine marketing). The practice of SEO refers to the optimisation of content on a website so that it can be easily judged on its relevant, appropriateness and importance by search engine programs – meaning that it is ranked high in the SERPs (Search Engine Results Page) when a user searches for a relevant word, term or phrase.

Search engine marketing and SEO practices are often just focused on Google, as it’s by far the world’s largest and most used search engine, but in broad terms, optimised content prioritises websites across all search engines.

What are the benefits of SEO?

Searching for something online when they need more information is second nature to a huge chunk of the world’s population.

Google alone processes some 3.5 billion searches every day, and with mobile devices and apps at the fingertips of an increasing number of people, the world wide web is more accessible than ever. In order to cut through the ‘noise’ on search engines, businesses must differentiate themselves from their competitors and other, similar, companies – and good SEO can allow them to appear in search results above others; making them considerably more likely to receive traffic and convert that traffic into their desired action (an online purchase, filling out a contact form, etc).

What’s the difference between On-Page SEO and Off Site SEO?

SEO comes in two forms: on-page SEO and off site SEO. To some extent, those working in search engine marketing have power over both, but the latter is maintained through indirect control.

On page SEO is everything that can be controlled within a business’ website or web page to influence its search engine relevance – such as keywords, tags, page load times and core web vitals. Off site SEO refers to other websites reinforcing a page’s relevance – through backlinks and mentions.

Top 10 factors to On-Page SEO

There is lots that can be easily tweaked and changed in order to better optimise your content. These ten areas are easily influenced and quickly improved.

1. Title Tag

The title tag, which is basically a short description of 60 characters, is used by the website visitors and search engines as the identifier.

The title tag itself, placed between <HEAD> and </HEAD> tags near the very top of the HTML code for a particular page informs the search engines what the page is about. Together with the Meta description, the title tag is the representation of your business in Google and search engines.

2. Heading Tag and Keywords

Heading tags are simply the headers that are used on a website post to divide it into different sections. The Heading tag is the main heading that comes after the title on any given webpage. The use of the main keywords that help define a target in the Heading tag is one of the most popular on-page SEO services and techniques because it helps to improve the visibility of your website in a search engine.

3. Subheadings and Keywords

Headers are not limited to just the main or focus heading. There are up to 6 different header tags that can be used in any given website. Each specify and outline a different aspect of a post.

The heading tags from number 2 and onwards are all known as subheadings. It is encouraged that each subheading, especially the first three includes the main keyword for for increased SEO ranking. Using subheadings to break up long passages of text gives an extra opportunity to demonstrate the topic the copy is about and to increase its readability by making it easier to consume in short, sharp chunks. Formatting copy this way encourages the reader to continue reading and to stay on the page for longer.

4. ALT Image Tags

An ALT IMG Tag is the abbreviation to the ALT attribute to an IMG tag. The ALT tags are the alternatives to the text that are added to images in case the browser is unable to properly render them. It is a way for SEO services marketers to ensure that the search engine associates a websites main keywords with related images to strength their search rankings.

The use of ALT tags on images is one of the most successful on-page SEO strategies. Especially for web-stores selling their products online. This practice ensures that the products show up on the Google image search as soon as the keywords are entered in the search bar.

5. Keywording the first 100 Words

Most websites include a long and detailed introduction at the beginning of their posts, only choosing to mention their focus keywords much later and further down, and then they complain that their SEO services and SEO rankings are not working.

That is because the later a keyword is introduced in a post, the longer it takes for Google to recognise and understand what information is being presented on your website. As such, for optimal search engine optimisation it is essential that the main keywords be introduced within the first one hundred words.

6. Website and Server Speed

According to Google, the server speed, website and page speed are taken into account by the ranking algorithm. A slower page means high rate of abandonment, loss of links, and decreased visitor engagement, making it a critically important factor to take into consideration when marking an on-page SEO strategy.

The most recent updates to the Google algorithm include a focus on the time it takes to load pages on a website; across desktop PCs, laptops and on mobile devices. This will prioritise those sites that load quickly over those that don’t, in order to keep quality web content as accessible as possible. To ensure the pages on a site load fast, image resolutions and sizes should be reduced and any excess content and coding removed.

7. Mobile Friendliness

It’s estimated that around 60% of Google searches are carried out on mobile devices, so it’s critical for businesses that their websites work on differing devices. Such compatibility across devices is known as ‘mobile responsiveness’ and allows a site to load optimised to the device it’s being loaded on; in different sizes, formatting and layouts. As a result, Google (and other search engines) prioritise search results for websites that display well across differing mobile devices – after all, if users don’t find a site they can navigate well on their mobile through Google, they’re unlikely to use it to make the same or a similar search again.

8. User Experience (UX)

When a user visits a website, they need to be able to quickly and accurately find what they’re looking for and navigate the site easily. This is known as User Experience, and commonly abbreviated down to the letters UX.

User Experience Optimisation is a practice in itself, and one that’s ever-evolving as technology develops. However, there are some quick and easy steps that can be taken by businesses in order to improve their UX standards and in turn, their SEO. If a business’ desired call to action is for a customer to make contact, they can display contact details on every page of their site in a prominent position in order for them to be easily spotted. Similarly, small contact us forms can be added for easy form-filling. Menus and headings should be easily named and categorised so that they’re as simple to navigate as possible. Simplify fonts to make them as uncomplicated as possible and ensure text is well formatted, short, snappy and of an appropriate tone to the audience.

9. E-A-T

E-A-T is an abbreviation that stands for Expertise, Authoritativeness and Trustworthiness. Although not a direct ranking factor, if businesses intend to take on the position of an industry expert or thought leader in a certain sector or topic, E-A-T is something that needs to be considered through all content creation. In order to demonstrate all three, the content on a website should be able to demonstrate to search engine programs that it is:

  • Well informed and explained in relevant language
  • As correct and accurate as possible
  • Written by or supplied by a qualified person
  • An independent source of information
  • Trusted by others as a source of information
  • Citing other trusted sources of information.

This can be tricky to navigate but if the focus is on producing good quality copy and content, then it should come as a by-product of that already being produced on the site.

10. Website Security (HTTPS)

As part of its commitment to user safety, Google includes website security as a ‘ranking factor’ when it comes to deciding how to present search engine results. This means that websites with good security protocols will be ranked higher than those without.

HTTPS is a secure connection – encrypting the connection between user and website so that no one is able to intercept and acquire any of the data shared between the two. HTTPS (rather than just HTTP, as typed in a web browser) demonstrates that the website being visited has an SSL Certificate (Secure Sockets Level Certificate). This isn’t actually a certificate at all, but rather a small piece of code that encrypts data privacy.

HTTPS is now the default security level for new websites being set up, but older sites may not have yet switched across. Most web hosting facilities offer SSL Certificate implementation for just a nominal fee. Moving from HTTP to HTTPS will have an immediate impact on both search engine ranking and consumer trust, as it illustrates a commitment to data and user privacy.

Need Some Help?

Woya Digital is a social media marketing agency offering SEO and Local SEO solutions that are aimed at getting you to page 1 of Google. We can assist companies of all sizes, anywhere, promote themselves through the internet. Our fixed price offering is straightforward and yields results!

How SEO Works: Simplified

How SEO Works: Simplified

The three letters: SEO, are known only too well by anyone working in digital marketing, but it often remains the domain of technical specialists and so not well understood by others. SEO stands for Search Engine Optimisation, which is indeed a technical practice, but one that should be understood (if only on the simplest level) by business owners who are looking to pay or already pay for this service.

Understanding how SEO works at a basic level (when explained properly) can be hugely beneficial to the working in many business areas: so here we drill it down to its foundations and take it step by step.

What is SEO?

SEO is the practice of optimising content on a website so that the machine learning algorithms search engines run on, are able to identify their relevance and present them high up on SERPs (Search Engine Results Pages). When looking at how SEO works, those in marketing primarily work to make their content relevant for Google – as it holds by far the majority market share, and so it naturally drives more visitors to websites than others.

When a User Searches

Digital marketing departments need to link in their SEO actions to meet with each point of the search process for the ultimate efficiency.

First, a user performs a search by typing their query into a search engine. They are then presented with results that the algorithm deems appropriate and relevant to that search. In order to rank highly amongst search results relevant to the business, there are two main factors taken into consideration:

  1. Relevance – the search engine must be able to scan through the content on the page and judge it to be appropriate to the users search terms.
  2. Authority – the search engine must be able to judge how trustworthy the page is.

Demonstrating Relevance and Authority

Firstly, a business’ web content must demonstrate its relevancy and authority in order to rank on search engine results for appropriate user searches.

To demonstrate relevance, a website must clearly demonstrate its topic and niche in its content. This means that the search engine must be able to determine through its words, content, keywords and meta tags what it is about and who it would be relevant for. This can be implemented through the usage of keywords and key phrases, and can occur even in less considered places such as image names.

To demonstrate authority, a website must appear genuine and trustworthy. This is most commonly demonstrated through links from other sites to it, as well as from it to other sites. If other websites deem it relevant and honourable enough to link to, a search engine will take that as a positive reference.

The Two Main Types

As perhaps you may have ascertained from the two points above, there are two main types of SEO activity: that carried out on-page (on a webpage, created and curated by the business) and off-site (on other websites linking back to it).

On-page SEO is the most natural place to start work, but off-site should also be focused on once the on-page basics have been fixed. Off-site SEO can be a myriad of activity – from PR and social media campaigns to news stories, industry articles, referrals and basic links. The latter is really what builds a website’s credibility with a search engine. Whilst a high quantity of links is good (because it shows that lots of other sites deem it relevant), quality links also play a huge role. ‘High authority’ websites such as big brand names, news agencies and high-ranking websites give greater eminence than links from smaller, lesser-known and lesser-visited websites do.

Judging SEO Success

Websites each have a DA (Domain Authority); a score given to them from 1-100 that ranks how likely they are to show up highly on search engine results pages. What is considered a ‘high’ DA score depends on how competitive sites are within the niche it resides in, but anything above 25 to 30 is considered good.

Whilst many assume that typing search queries into a search engine and seeing where the site ranks is an accurate measure of SEO success, it is not – because there are so many factors at play when it comes to displaying what the search engine deems relevant (such as location, sites previously visited, etc) that what it shows for one person, it may not show for another.

Digital marketing specialists use DA checker services to judge their score and can analyse how much traffic to the site is ‘organic’ (not achieved through paid-for advertising) to best understand their current SEO performance.

Check out our SEO packages for smaller businesses

Calling In The Experts

While it’s true that most digital marketing professionals will have a base knowledge of SEO, there too are specialists working in the field that do nothing but SEO all day every day.

As Google and other search engines continually improve their machine learning and the algorithm gets smarter, it is better able to judge what is relevant and what users want, and expect, to see. This means that the ways SEO can be worked into a web page and its content is always changing. For example, the most recent Google announcement confirmed that accessibility, increased safety parameters, loading times and the responsiveness of websites to different devices will all have an enhanced focus on search moving forward – but there are announcements of such changes every few months, and tweaks ‘behind the scenes’ just about every day!

Businesses are able to implement certain levels of SEO improvements themselves, but we would always recommend having the support of an SEO expert. Woya Digital have an experienced and enthusiastic team of digital marketing and SEO professionals who can tackle any search-related challenge, and now also provide comprehensive Whitelabel SEO Content and SEO reseller packages.

 

Local Citations to put your Business on the (Google) Map

Local Citations to put your Business on the (Google) Map

Businesses (especially smaller ones) have to do whatever they can to get their name heard, and with the internet providing everyone the opportunity to carve out their own little space online, it can often be difficult to stand out from the crowd.

When targeting customers or potential customers in a specific geographic area, local citations can be key to a business ranking highly on Google maps. A small focus on SEO (Search Engine Optimisation) can boost your profile on Google and help you feature higher than your competitors.

What is a Local Citation

A ‘local citation’ isn’t a Google term, but instead refers to a really basic form of marketing on the internet. It is simply an instance of your business’ NAP (that is: business Name, Address and Phone number) appearing online – be that on your website or on others. This may be in business directories, press articles, advertiser sites or reviews of your firm.

How does a Local Citation benefit a Local Business

Aside from it being a small ad boost, every time someone sees your information; a local citation helps reiterate to Google (and therefore Google Maps) that you are a leader in your area and that you are a genuine business. Google’s algorithms are well developed to identify spam and disingenuous entries and so good, organic reach through local citations is an easy way for it to understand proper local businesses.

What are the Elements of a Local Citation

The three main elements of a local citation are your NAP: business Name, Address and Phone number. The key is to keep them entirely consistent throughout all citations online – any differentiator will break the link between the citation and it relating directly to your business. It may be worth considering therefore if you have a ‘Ltd’ in your name or a space/unusual capitalisation/sub-brands, that you instead revert to one shorter name for your public-facing communications to avoid any confusion.

Other elements that may be included in citations (but aren’t imperative) include e-mail addresses and links to social media profiles. Where you can, keep the names of such profiles consistent and ensure you refer to yourself in the same way across all of your marketing.

Why Local Citations Matter

Local citations are the best way for Google’s automated algorithms to understand who you are and where you are; and that you’re genuine! The internet is full of bots and false entries, and citations are genuine reviews to show you’re not one of them. Citations alone are responsible for about 10% of Google’s decision in who to rank where on Maps, and with 76% of visitors accessing local results and then visiting one of the businesses featured within 24hrs, it’s a no-brainer that it’s an area of your online presence worth investing in!

Search marketing, SEO or search engine optimisation helps websites to rank well in Google and other search engines. At Woya Digital we are specialists in small business growth through digital marketing, including Local SEO services. We make SEO services affordable for small businesses through our pay monthly marketing packages, with no upfront investment. Find out more about how we can support your business growth!

What is Local SEO? Be Found Online

What is Local SEO? Be Found Online

Local SEO is simply the most effective way to promote your business online where you are based. It provides promotion exactly at the right time; when a local customer is looking to buy your product or services.

Woya provides Local SEO in Chichester and throughout the UK. Whilst we often work nationwide, but still understand the value of a local client.

Also known as local search marketing, to be successful we maximise various strategies to get ranked online locally. These methods include listing on business directories. Yelp, Foursquare, Bing Places, Google My Business Listing, online reviews, along with other less known platforms. Consistency in these directories is the key to our success…

Local SEO is an extremely targeted marketing strategy that enables companies to position themselves on search engines and other business directories. This massively increases visibility and generates awareness within a niche market and locality.

Are you looking to increase your local sales? Then maximise your potential via customers performing local searches. Every day that customers are searching your locality and finding your competitors is lost business that you are giving away. Leveraging Local SEO will increase the chances of being found in your town.

How Can Local SEO Help Attract New Customers?

Local searches have substantially increased in recent years, especially on mobile phones. According to recent statistics, 96% of desktop users conduct local searches. Almost 40% of all searches on Google are now focused locally.

Here’s why locality based small and medium sized businesses should opt to include Local SEO in their marketing strategy:

Local Search Marketing – Google Maps

In the UK, your business and website need to appear in Google Maps. All you need for this is to have a physical location in the town where you are looking to be found. This will make a difference to your local positioning and it’s free. https://www.google.com/business/

If you are listed, make sure your details are correct. Address discrepancies count against you, so check as the information is often pulled from other sources.

Local SEO Chichester

Local Search Marketing – Produces Improved Results

The ideal time to connect with a customer is when they are in need of your product or service. With Local SEO, businesses can position themselves exactly when needed. When a need is searched, the businesses appear at the top of the search list.

Local Search Marketing – Conversion Rates Are Higher

As you see in the above image. Google Places or Maps listings display the name, address and phone number of the business. In contrast to other traditional advertising, local search has a high (and measurable) rate of conversion. This means, if your business is positioned correctly, you are best placed to convert interest into customers.

Local Search Marketing – Mobile Internet Usage is Still Growing

Increasing numbers of potential customers are searching via Google on mobile phones to buy products or services on the go. Even from their sofa! In 2015 Google announced that more searches are made on mobiles than PC’s. Make sure your website is mobile friendly and be visible in your locality.

Local Search Marketing – Gives Improved Return on Investment

Unlike traditional advertising, with Local SEO there is little wasted exposure. You only reach a potential customer when they need you. Enticing a customer when they are interested in you is a cost efficient and effective option, offering greater ROI.

Local Search Marketing – Enhanced Credibility

Most online directories allow users to rate and review local business and services. Having a good reputation online can really help you in attracting customers, so keep checking so you can respond to comments.

Local SEO vs. Organic SEO

Both Organic and Local SEO helps bolster your organic ranking on search engines. This helps you reach as many potential customers as possible. However, if you are contemplating between choosing between local and organic SEO, you should take your niche audience and nature of business into consideration.

With Local SEO, your business gets ranked for a specific location. This is ideal for a local business as you can target customers within a particular geographical area. Through this, you will always reach the right customers who might be looking for your service. For example, if you are a plumber in Chichester, ranking top in Google search in London could be a waste of time for everyone.

The Importance of Local SEO

The importance of Local SEO has increased in recent years with the expansion of Google Places, Google Maps, Apple Maps and the mobile web. This has encouraged many companies to make it an important part of their inbound marketing strategy. The targeted results, improved ROI and the high lead to sales conversion ratio indicate that it is an essential element of any company marketing strategy.

Make sure that the directory listings for your business locations are perfect, accurate and consistent. Remember that the main search engines and maps use multiple sources for their data. Including Yelp, Foursquare, Bing Places, Google Business Listing, online reviews, Yell, TomTom among many more.

Work with a partner who understands the importance of Local SEO in the UK. This will provide a real boost to your presence and help you be found online. Woya Digital offer excellent packages paid monthly for SEO without commitment.

Woya digital is a social media marketing agency based in Chichester. We can assist companies of all sizes, anywhere, promote themselves through the internet. Our fixed price offering is straightforward and yields results! We are fantastic at social media management, website design and SEO, all paid monthly, with no upfront investment.