Creating a SEO friendly website has never been more important for businesses.
However, it can be difficult to know exactly what to do when you’re getting started. There are a lot of different elements that need to be considered, including page titles, meta descriptions, alt tags, link juice, and much more.
The good news is that it’s fairly easy to optimize your website and perform on-page SEO.
In this article, you will learn the top strategies you need to do with your on-site SEO in 2023.
It’s highly likely that your keyword research will have to change a bit in 2023, as Google puts more and more weight on user intent. Essentially, behind each search query is user intent. Sometimes a user is in the mood to buy, other times they’ll be doing a bit of research.
It’s easy to understand user intent simply by looking at a user query. For example, any query with “vs” in it is a research query, while a query with the word “buy” in it is a transactional query. In other words, the user is ready to make a purchase.
To up your keyword research game in 2023, you need to cover all the bases where your audience is concerned. This means diving into your analytics to uncover insights about their marketing persona.
Then, you can split your audience into different categories, including those who are ready to buy, as well as those who are at the beginning of the purchase journey. At this point, you then want to come up with different keyword strategies for each market persona, before creating your content.
With keyword research in 2023, you want to take into account every single persona that exists in your customer base, before tailoring your keywords and content specifically for each one. This means you will capture the attention of those at the bottom of the purchase journey and those at the top.
URLs are an important part of your on-site SEO. What do yours look like?
Do they look like this:
Or do they look like this:
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If yours looks more like the first, you’ve got a major cleanup job on your hands.
For URLs to be effective, they need to be short, concise, clean and easy to read. This has been the case since 2008, yet so many businesses continue to overlook shorter URLs as a key on-site SEO ranking factor.
Whenever you create a new page, make sure to clean up your URLs.
H-tags are used for subheadings and serve two purposes. First, they give the reader an insight into what a piece of content is all about (readers love to skim through content when they first land on a page).
Second, it gives search engines an idea of what a page is all about.
Essentially, these tags improve the user-friendliness of your content, boosting the user experience. Look at them like roadmaps and signposts that point site visitors and Google in the right direction.
It’s generally advisable to use only a single H1 tag per page, with other H tags being used less restrictively. For subheadings of main article sections, H2 tags are usually a good choice. It is also important to make sure that all tags include keywords you want to rank for and provide a clear and concise description of the section of the page they are labeling.
If your target keyword isn’t included in your title tag, you’re missing a major trick.
Search engines crawl title tags, and they’re on the lookout for keywords that will inform them what your content is about. If you include your target keyword in your title tag, Google will probably rank you for that page.
Or, at least it will rank you better.
Your title tag is limited to 60 characters, however, which doesn’t give you much room to play around with. But as best you can, you need to make your title tag as compelling as possible (so people will be convinced to click on your content), and you need to include your target keyword.
Meta descriptions are a lot like your title tags. They need to be compelling enough so that a user is convinced to click on the content, and they need to include your focus keyword.
A meta description is just a small piece of text that tells us – and Google – what your content is all about. It shouldn’t be too long (otherwise it will become truncated), and it needs to be persuasive enough so that people will arrive on your landing page. The more compelling and persuasive it is, the higher your click-through rate will be. And a higher click-through rate is good for SEO purposes.
Previously, meta descriptions were truncated at 160 characters, but Google has increased them to 320 characters, which gives you more to play with.
In-Depth, Valuable Content
In 2023, we will see Google put the onus more and more on valuable, long-form content.
Long-form content performs better than short-form content, primarily for the reason that it offers more value to the reader. The more value it offers, the more likely people will engage with it, share it and link out to it. This will increase its value and its position in the SERPs will soar.
Short-form content that lacks depth will no longer perform as well. In 2023, a major part of your on-site SEO has to be a strong content marketing strategy that puts valuable, in-depth long-form content first.
If looking for content ideas, you can use a tool like Buzz Sumo, Quora, Reddit or social listening techniques to find out what your audience wants to read.
And if the idea of writing a 2,000-word piece of content from scratch overwhelms you, try using the skyscraper technique. This is where you take a related piece of long-form content and look for ways you can make it even better.
Lastly, internal links are links that you can control (as opposed to backlinks). These are links that link out to your own content.
When you implement internal links, make sure that the anchor text is always relevant. For example, a link to a page about the basics of digital marketing might read something like “digital marketing for beginners.”
Each time you post something new, include at least one link to another piece of content on your website, but make sure that any links you use are natural and relevant.
It’s also a good idea to link out to related content. For example, if I’m writing an article about SEO, linking out to another piece of content about SEO is good practice.
- A Complete Guide to SEO: What You Need to Know in 2023 – Source: Search Engine Journal
- SEO in 2023: Improve, improve, improve – Source: Yoast
- 75 Actionable SEO Tips – Source: ahref
- 17 Insanely Actionable SEO Tips – Source: Backlinko
Now that you’ve got your on-site SEO checklist, the next step is to execute it. If you’re in a position where you have to perform a massive overhaul of your site, the good news is that once you’ve ticked tasks off, maintaining on-site SEO becomes a lot easier. Just remember to change your URLs each time you make a new page, add keyword-rich and compelling meta and title tags, and always link to other pages.
Other than that, make sure to produce valuable content that your fans and Google will love.
About the author: Kas Szatylowicz is a social media manager and outreach coordinator at Nightwatch — a search visibility tool of the next generation. Check out Nightwatch blog and connect with her on LinkedIn or Twitter: @KasSzatylowicz