All the latest updates on on-page optimization

Onpage optimization

Above all, the content plays an important role, but technical aspects such as the structure of the source code or internal links are also improved in the course of on-page optimization.

No optimization without analysis and monitoring

Onpage optimization is a combination of many individual factors. Preconditions for a structured improvement of agreed goals are precise analyzes and regular monitoring. It hardly helps if the structure or the content of a website are optimized without a goal and cause research.

In extreme cases, haphazardly implemented measures can have the opposite effect - for example, if stable keyword rankings collapse or conversions are declining.

Components of on-page optimization

There is no hard and fast approach to onpage optimization. However, the measures and analyzes should be as comprehensive as possible in order to use all the adjusting screws for better rankings (or other KPIs).

Even if there are no fixed components or structures for the on-page improvement of websites, the list presented here is intended to briefly outline all elements as possible and divide them into four large areas.

1. Technology

All essential technical components of a website can be subsumed under this.

1.1.Server speed: Since the loading speed of Internet pages is also included in the evaluation by search engines, the server response time is also part of on-page optimization.
1.2. Source code: A cleaner source code can help improve the performance of the site. Unnecessary code snippets can e.g. B. removed or certain elements compressed to e.g. B. to simplify the work of indexing for the Googlebot.
1.3. IP addresses: This can be used to determine, for example, whether there is a bad neighborhood. It is always best to have a separate IP address for a web project. This signals to Google and other search engines that this is a special page.

2. Content

Content not only includes the visible elements such as texts or images, but also those elements that are initially invisible to the user, such as alt tags or meta information.

2.1. text: For a long time, text was optimized on the basis of keyword density, but today this is replaced as a first step by term weighting with WDF * IDF tools and - even more deeply - by topic cluster analyzes with regard to proof and relevant terms. The aim of text optimization should always be to align the respective text not only to a single keyword, but optimally to the term combinations to be optimized and entire keyword clouds in order to describe the "topic" as accurately and holistically as possible. The optimization of texts exclusively to the needs of search engines is now largely out of date.
2.2. Text structuring features: Paragraphs or bullet point lists, H-heading tags as well as the bold or italic writing of individual sentence elements or words belong e.g. B. in this area.
2.3. Images: Images of all kinds are important content elements that can be optimized. They help make the content more relevant. On the other hand, well-optimized images can contribute good rankings in the image search. At the same time, the attractiveness of the target page for the user is increased. The length of stay can also be increased with appealing picture galleries. The file name of images is also part of the optimization.
2.4. Videos: The same aspects apply to videos as to images. To an even greater extent, however, SEOs and webmasters should make sure that the moving image content is also available.
2.5.Meta information:Meta title as a ranking-relevant page element and the meta description as an indirect factor for increasing the CTR ("Click Through Rate") in the SERPs (search result pages) are important components of onpage optimization. Even if they are not visible to the user at first glance, they are counted as content here, as they should be optimized in close interaction with text and images in order to achieve the greatest possible homogeneity in terms of keywords and topic.

3. Internal links and structure

The internal linking allows the visit of a bot to be controlled and, at the same time, the navigation for the user to be optimized.

3.1. Logical structure and crawl depth: Anyone who carefully structures menus and ensures that the hierarchy of a website does not encompass more than 4 levels is already doing quite well in this area. The fewer levels there are, the faster a bot can reach and crawl all subpages.
3.2. Internal linking: On the one hand, this can be used to control the distribution of the link juice and, on the other hand, to increase the relevance of a subpage in relation to a specific keyword. A good page information structure is one of the most important basics and is relevant for both the navigating user and the search engine crawler.
3.3. Canonization: To avoid duplicate content, z. For example, existing canonical tags can be checked or pages are provided with the noindex attribute.
3.4. URL structure: Here it is checked, among other things, whether SEF URLs are used and whether the existing URLs are logically based on one another. In addition, the URL length can also be part of the on-page optimization.
3.5. Focus: Pages with little content that are worthless for the Google index should be blocked from inclusion in the search results with the robots meta tag using "noindex".

4. Design

The design of a website today is often all about usability. Complex graphics (e.g. with Flash) are often replaced by simple graphics in order to improve the functionality of the page. The same applies to B. also for JavaScript applications.

4.1. Mobile optimization: Here, an attempt is made to adapt the content of the desktop version so that it can also be easily accessed with mobile devices such as smartphones or tablets.
4.2. File sizes: Pictures or graphics that are too large can drastically increase the loading time of the website. As part of on-page optimization, SEOs and graphic designers should keep file sizes as small as possible.
4.3.Call-to-Action: Page elements should encourage the user to act and interact with the website.

Further information about on- (and also off-) page optimization can be found in the Searchmetrics Ranking Factors.