What is on-page SEO?
On-page SEO is when you write copy with SEO in mind to rank individual pages for specific keywords. On-page SEO includes everything from meta tags, content format, and keyword optimization.
It’s not always easy to write content that ranks high in search engines, but if you follow a few simple steps, you’ll be on your way to rank higher and to drive more clicks to your website.
Let’s take a look at three on-page optimization steps you can follow to rank higher:
Format content for readers & robots
When creating an SEO strategy, it is important to remember that you need to write content with ranking factors in mind that will keep your readers engaged. You can do this by formatting your content in a way that helps robots and your readers scan content and focus on information on different devices.
The easiest way to improve your online visibility and increase conversions is to break up your text, keep paragraphs short, and use bullet lists. Let’s take a look at this more in-depth:
Break up text with H2 tags
One of the first things you can do to improve on-page SEO is to break up text with H2 subheaders. This will allow you to insert keywords to fuel the technical side of SEO, and they will also help your readers scan through your content when they first reach your site.
Here are a few quick notes to make the most out of your subheadings:
- Add H2 subheadings every 300 words or so.
- Insert H3 headers with an additional 50 words of content for each section when appropriate.
- Use target keywords and exact-match questions in subheadings whenever possible.
Keep paragraphs short
If you want to engage your readers and drive more conversions, then you have to optimize every inch of your content based on the needs of your target audience. Large blocks of text are difficult to read, and this is especially true on a phone or tablet.
I like to limit paragraphs to only 2-3 sentences each to ensure content looks good on mobile devices and does not overwhelm a reader as they read through my content.
Use bullet points
Bullet points are a powerful copywriting tool because they allow you to summarize information while also drawing attention to important data.
Here are a few reasons to use bullet points in your content to boost on-page SEO:
- Break content up and make blocks of text easier to read.
- Highlight valuable points to increase conversions.
- Add internal links to bullet points.
- Try to keep bullet point lists between 3-7 bullets each.
Optimize for featured snippets
Search engines are constantly updating their algorithms to provide the right information to searchers as quickly as possible. A featured snippet is a bite-sized snippet of information that is placed above organic listings based on specific search queries.
Here are a few reasons to format new content and optimize existing content to trigger featured snippets:
- You can dominate “position zero” above paid ads and other organic search results.
- Build your brand authority by ranking at the top of the Search Engine Results.
- Drive more qualified traffic to your site.
- Build more backlinks as more people click on and link to your content.
Paragraph featured snippet
Paragraph featured snippets show 40-50 word explanations based on a search query with a link to the source content. This type of featured snippets can be secured with proper on-page SEO and content formatting.
List featured snippet
You will notice that most types of “how-to” search queries will trigger a list featured snippet. This information is presented in either a numbered list or a bulleted list and is a powerful way to generate more traffic for recipe sites or process-oriented content.
I like to add a bullet list or numbered list before I list out detailed sections to secure more featured snippets.
Table featured snippet
Google may include a table at the top of SERPs for search queries about pricing options, comparisons, and data. The most table featured snippets are 3-4 columns wide and 6-7 rows long.
Once you add an FAQ section to the bottom of your content, you can get even more bang for your buck by adding FAQ schema to the backend of the content. FAQ schema offers several benefits for your SEO strategy like:
- Boost impressions: FAQ schema will help drive more organic impressions, which can lead to a higher Click Through Rate (CTR).
- More website clicks: As your pages get more impressions you will start to see more clicks to your web pages and blog posts.
- Interlinking: You can add a link to each answer in your FAQ schema. Only point internal linking to non-sales content (like a blog post) to help drive more engagement.
- Improve online visibility: FAQ schema makes your content more visible because it pushes your competitors lower on SERPs.