What Is On-Page SEO?
On-page SEO refers to the organic SEO tactics and actions taken by marketers and webmasters to optimise individual web pages, including copy and HTML. By making adjustments to on-page elements, companies can increase their search engine ranking for keywords, generating more organic traffic and making their site more friendly to both users and search engine algorithms.
When someone enters a query into a search engine, the search engine “crawls” billions of websites to find the most relevant pages to display in each search engine results page (SERP). Unlike your human website visitors who see the copy, images and other elements on your webpage, search engine crawlers primarily see the code behind the scenes.
Search engine optimisation boosts the credibility of a business, as sites that rank highly on search engine results pages are often regarded as trustworthy.
There are many factors that contribute to the visibility of a website. Here are some of the key elements that influence how a web page is ranked:
Specific and relevant keywords, identified by term research, drive traffic to websites within a target market.
Meta tags do not display on the web page, but are succinct descriptions of the content housed on a page. They live in the source code and are crawled by search engines.
Backlinks are links in other pieces of content that point directly back to the target webpage. They originate from sources such as blog posts with a call to action (CTA) that links to the contact or products page of a website.
Informative, highly readable content is key for building trust and engagement with a target audience. No amount of SEO optimisation will aid a business that provides subpar information or services.
Common on-page elements to optimise include:
- On-page copy, images and videos.
- Meta description and title tag.
- Image alt text.
- HTML headings (H1-H6 tags).
- URL strings.
- Internal linking structures and outbound links.
- Anchor text.
- Schema markup
- Featured snippet optimisation.
Why You Need On-Page SEO
On-page SEO aims to make that behind-the-scenes code as easy to parse for the crawlers as possible. This gives you the best chance to communicate to search engines that your webpage is worthy of being listed in the top results.
As a result, a good SEO campaign improves your online presence, making it easier for your audience to find your content and for search engines to index your pages. Well-executed site SEO provides easy access to the answers your potential customers are looking for. Digital marketing is more effective when your target audience can easily navigate your website in order to find relevant information. By attaining an effective search engine ranking, your business is viewed as an authority in your field.
Depending on your business model and its current marketing capabilities, search engine traffic may contribute 50-90% of all traffic to your site. In other words, on-page SEO helps get you in front of 50-90% of your prospects.
On-page SEO services can also be a key competitive differentiator in your industry. As traditional companies rely on legacy marketing tactics – business cards, handshake agreements, print advertising, etc. – you can use on-page SEO to reach a modern audience in an extremely efficient and cost-effective way.
Because SEO is an ongoing, long-term investment, making it a core function of your digital marketing strategy is best practice. Algorithms change and customer demands evolve. SEO allows you to quickly keep pace with these transformations so that your company achieves higher rankings, and is ever-present and ever-agile.
The Difference Between On-Page and Off-Page SEO
SEO is a broad category that comprises numerous sub-disciplines. On-page and off-page SEO are the two main branches of a successful SEO campaign. Off-page optimisation includes the external, off-domain, indirect actions like:
Social media marketing on Twitter and other social media sites.
Encouraging social bookmarking.
Brafton’s On-Page SEO Services
Our on-page SEO services come in all shapes and sizes. They can be purchased à la carte, custom-quoted for unique projects or embedded into your rolling strategy.
Brafton SEO experts may recommend on-page SEO services that include, but are not limited to:
- Blog writing and optimisation.
- Enabling blog commenting.
- Landing page writing and optimisation.
- Copy refreshes to support SEO titles and more engaging content.
- Re-optimising content to align with new keyword density guidelines.
- Creating and updating product descriptions and meta data.
- Technical SEO on-page site audits and error remediation, including fixing broken links.
- Site health checks.
- Optimisation for faster page load time on traditional and mobile browsers.
- Website SSL setup.
- Metadata optimisation.
- Link structure analysis and adjustment.
- Conversion rate and mobile optimisation.
- Analytics tracking.
Each SEO technique involves hands-on technical and strategic support at all stages of the process via planning, execution and reporting.
Don’t Go It Alone
Businesses attempting to tackle SEO on their own face some unique challenges. Not every company will have their support staff equipped with the tools necessary to improve web visibility. Content creators, web developers and other in-house staff may be skilled in their respective fields, but that knowledge doesn’t translate to effective SEO strategy.
Workers tasked with performing SEO tasks may find their productivity is suffering as they spend time trying to convert content to a format that effectively improves their ranking. Moreover, not every business is equipped with the budget, technology or tools needed to stay on top of ever-evolving SEO trends.
Trust Brafton With Your SEO Needs
Brafton provides SEO experts with knowledge and experience about this evolving set of practices and objectives. We provide the latest insights, technology and resources to help your business attain the SEO ranking it deserves.
Custom SEO Services for Your Content Marketing Strategy
Brafton’s on-page SEO services are existentially flexible and completely customisable to your brand’s current and future needs.
We’re an SEO company that knows our stuff. We adjust our SEO techniques according to the latest search engine ranking, social media and online presence best practices. As your industry changes, we introduce new concepts, experiments and products to stay ahead of competitors and empower you to take charge of your digital marketing strategy. We leverage the latest SEO tools to support your higher rankings, helping you to reach the most relevant audience.
A few examples of how your Brafton team works collaboratively with our internal departments and your own stakeholders can be seen in how we approach our pre-SEO process. For instance, we have dedicated, collaborative services that other agencies can’t provide at scale:
Search Performance Briefs
Our proprietary Search Performance Brief (SPB) is a roadmap to help content creators craft landing page copy to rank well in search and outpace your competition. It’s based on keyword research and includes data on your target term, semantically related keyword phrases, suggested internal links, critical questions to answer and more.
An SPB highlights the ways in which your visibility can be increased, and provides metrics that set clear criteria for content copy. This ensures your content both targets your ideal audience and contains the precise keywords that will improve traffic to your website.
Site and SEO Audit
An SEO audit conducted by our Consulting department provides strategic suggestions on your organisation’s current website status, and the necessary steps required to fix and improve upon your positioning in the marketplace.
Site and SEO Audits provide line-of-sight views into the high-quality content that is working on your website, as well as keyword research into the terms that will drive further visibility to your target market. To learn more about how Brafton can improve SEO optimisation for your business, contact us today.
Featured Snippet Optimisation
Ranking in Position Zero requires rethinking your SEO strategy. Our featured snippet analysis and consulting service is a game plan for how to optimise the HTML structure of your existing webpages, the format of your content and the comprehensiveness of your keyword targeting. It’s a certified on-page SEO checklist that’s actionable and user friendly.
Your on-page copy might have been excellent when it was written – but is it still hitting the mark? As industry trends and user expectations change, so must your website. Content re-optimisation gives your landing pages the opportunity to gain traction in search results. As your SEO service provider, we can strategically update the content on your website to perform better in search.
At Brafton, we practice what we preach. In the past few years we’ve redesigned our website, overhauled our content strategy and implemented data-backed SEO tactics into every action we take.
Our ROI speaks for itself. Take a look at some of our client success stories and even our own performance metrics:
The results: 345% increase in the total number of keywords each page ranks for.
Content marketing fails because most people don’t understand visitor intent.
Organic and paid strategies can complement each other well.