SEO – The Sub-Areas of OnPage Optimization
OnPage optimization is the optimization of a website through measures on the page itself.
OnPage optimization is an important part of search engine optimization (SEO), which deals with measures that can be taken directly on your own website. In the following we explain the most important components of OnPage optimization.
Google evaluates the relevance of a web presence on the basis of existing texts, headlines, images and videos. The aim of OnPage optimization is therefore to optimize the content of a page so that it matches the potential queries (target keywords) of the target group. Particular attention must be paid to the relevance and uniqueness of the content. The content of a page can be optimized with regard to headlines, keywords (one word or word combinations) and formatting. In addition, the site should be regularly checked for so-called duplicate content. Duplicate content is content that can be found in congruent or similar form under different URLs. Since duplicate content offers no added value for the user, google usually penalises it. Duplicate content is a common problem, especially in e-commerce, when, for example, manufacturer texts are copied to products. If duplicate content is wanted or unavoidable, Canonical Tags can prevent the site from being punished by search engines.
Meta tags are elements in the head of an HTML document. These meta tags can be used to provide general information about your site for search engines. Google may then use this information to determine the ranking and to display it in the search results. For OnPage optimization, the title tag and the meta description are of particular importance.
The page structure refers to the architecture and navigation of a website and its subpages. An optimal page structure enables both the user and the crawler to navigate easily and intuitively within the page and to quickly find the desired content and information.
The hierarchy of a website should be as flat as possible so that all pages can be optimally accessed by the search engine crawlers. All hierarchy levels must be linked to each other intelligently by means of super- and sub-category pages.
The optimization of the internal link structure on the one hand facilitates the accessibility of pages on lower hierarchy levels, on the other hand particularly important subpages can attain a higher relevance with search engines, since also internal links can inherit so-called linkjuice.
The URL is an important indicator for the user, but above all for the crawler. It should therefore be simple, logical and “speaking”. This means that the URL should contain meaningful words such as category names or page titles instead of long character combinations. The google bot prefers easy-to-read URLs with punctuation marks. Session IDs (identification number generated by servers to assign user requests to a session) should also be avoided in the URL.
Here you can find more helpful tips from Google about simple URL structures.
Another relevant onpage factor is the quality of the source code. If standards are ignored or gross errors in programming are made, this can have a negative effect on the Google ranking. An example of this is an unoptimized loading time of websites due to blocked resources, too large images and the like. Google Webmaser tools, but also tools such as SEO-Frog, help to identify such errors and give direct recommendations for action.
OnPage Optimization in Practice
OnPage optimization is actually not rocket science, and the basics that cause most websites to fail are easy to understand. With the right technical basis, some time and a lot of diligence as well as the right tools (Google Search Console, Sistrix, OnPage.org, etc.) the most important parameters can be quickly identified. Once you’ve done the basics, it gets trickier and more tedious. Due to time and resource constraints, it often fails due to continuous content creation and optimization. Here it can make sense to outsource such topics to external experts.
Technical SEO should also be handed over to renowned professionals in this field if onpage measures are an important part of the digital strategy. Basically, SEO in general and on-page optimizations in particular are to be understood as an ongoing process and are never really completed. Also, success is only gradually emerging.
In contrast to SEA activities, for example, whose success can be seen quite quickly and clearly, the success of the initiated on-page measures is difficult to calculate and often only becomes apparent after many months. Even though SEO measures are generally more sustainable and cost-effective than traditional advertising measures, this discipline is unpopular with many marketing managers.
OnPage optimization is on everyone’s lips, but in very few companies it is used professionally and consistently.