Search engines use a variety of techniques to determine whether a page contains high quality content. User engagement metrics are key to making that judgement. After a user searches for a query the search engine lists a series of results to them. If they click on the first result, then immediately click back and move on to the second, then the first result must have been unsatisfactory to that user. By gathering millions of data points about the time visitors spend on a page, search engines can estimate how valuable that content is. High quality content engages visitors and keeps them on the page for more than a few seconds. In addition to user engagement metrics, search engines also use machine learning to determine the quality of a page’s content. Google’s 2011 Panda update significantly changed their ranking algorithm. The company used human evaluators to rate the quality of thousands of web sites and they then incorporated machine learning to mirror the evaluation of humans. Once it was able to evaluate websites in the same manner as humans, Panda was released across the web, assessing every web page. The key bit to remember is that Panda attempts to mimic a human point of view. Therefore, the content of a web site must be designed to be valuable and useful to humans, rather than to attempt to artificially rank higher. More on this will follow shortly.
Keywords and Word Choice
Keyword research is an essential and high-return factor to search engine success if done correctly. A website must strive to rank for the correct keywords based that website’s market. Researching the market’s demand for specific keywords can not only provide a target for search engine optimisation, but also reveals information about what users want, need, and how that changes, thus enabling websites to adapt. Additionally, appropriate keywords are more likely to direct interested visitors to the site, rather than just general users that are more likely to click away. Therefore, appropriate use of keywords can feed into content quality as that way interested users will stay on the page longer. In addition to finding the adequate keywords for an individual site, it’s also important that they are used throughout the pages in a natural manner. Flooding a page with keywords in an effort to artificially rank higher in the reach results is highly inefficient. Keywords should rather flow naturally, avoiding unnecessary repetition. This will make the page easier to read for humans, making the site user-friendly, and improving the quality of its content.
A search engine performs a vertical search when it looks only for specific types of results to display. For example, Google Images is a specialised search engine that only provides images to its users. A web page is likely to rank higher if it incorporates a variety of relevant media that can be efficiently picked up by vertical searches as well. These can include images, video, news, maps, and other forms of media. However, as with the use of keywords, it’s important that all of these elements follow the natural and logical flow of the page and should not be included if they are irrelevant.
Design and Architecture
The structure of a web page refers to how easy that page is to read and understand by both search engines and humans. Even if a website is filled with high quality content, inadequate structure and architecture can negatively impact its success in search engine ranking.
User Experience and Interface
While Crawlability refers to how the search engine interprets the data on a web page, User Experience and Interface refers to how easy it is for humans to read and understand its content. The content needs to be intuitive to use and navigate, while also providing direct and relevant information to the query. Additionally, a professionally designed website with a well-structured layout is likely to fair better in the search engine rankings. Users typically consume content that is not only useful and innovative, but also aesthetically pleasing and clear, which is why the overall design of a web page must account for that.
As of 2015, it has been recorded that more Google searches take place on mobile devices than on desktop. Therefore, websites that are mobile-friendly tend to be ranked higher than those without mobile support due to the large number of searches on mobile. Not only that, but websites that are optimised for such devices also look and feel better for the users themselves, which feeds into the content section of On-Page SEO Factors. For those cases where a website also has an app, both Google and Bing offer app indexing and linking, which means that users can be directed from the search results straight onto an app.
HTML is the underlying code of all websites and webpages. It’s important to understand HTML, because that is the way a publisher of a web page can communicate efficiently with search engine and thus boost their position in the results page. Dozens of HTML tags send specific signals to search engines about the importance and hierarchy of the content. Below is a summary of some of the most important tags and ways to approach HTML to optimise a site for search engines.
The Title Tag is arguably the most important tag when it some to Search Engine Optimisation. It clearly states what each individual page of a website is about and what sort of content users are likely to find if they view that page. For optimal results, titles should be very clear and descriptive, and should ideally include specifics about what users are likely to find on the page. Additionally, titles should also include keywords based on the keyword research mentioned above in order to take full advantage of the title tag and its visibility on the search results page.
This section is dedicated to other HTML tags that are less significant to SEO success, but are still worth noting and managing correctly. The meta-description of a page serves as a short blurb of that page’s content. This text appears directly underneath the title in the search engine results page. To take full advantage of the meta-description, one needs to use the same keywords in that text as the keywords used in the title. This continuity aids in letting search engines know what the page is about, which helps them rank that page more efficiently. Additionally, header tags are a good way of naturally including keywords into the content, while also providing search engines with more information on what the page is about. Not only that, but header tags also tend to break down large bulks of text, thus making the page easier to consume for humans as well. However, as with the use of keywords, it is important that headers are used naturally within a page rather than artificially structured and overused. Good UX and UI has priority over efficient header and meta description use.
Relationships between On-Page SEO Factors
Now that the most important On-Page Search Optimisation Success Factors have been detailed and explained, it’s important to examine how they relate to each other and how significant each one of those factors is to the overall ranking of a page. The key thing to remember is that any individual factor could not ensure the success of a page by itself, and they must all work in relation to each other for optimal results. Nonetheless, some factors carry more weight than others, which can give publishers an idea of what they should focus on. The relationships and weights of each of the discussed factors are summarised in the following charts.