What is On-page Content Optimisation?
What is SEO? The on-page content optimization is the practice of improving the contents of a single web page or a cluster of web pages to get a good result in SEO. It is termed as on-page because the focus is on improving the overall page quality. This includes content, specific keywords, page titles, and tags.
Importance of Keyword
Keywords are the words or phrases that the searcher types in the search engine. They form the core of the on-page content optimization strategy. In SEO, the keywords used in your content help the users to find any particular topic they are searching for through a search engine.
To Perform a Keyword Research
- Understand how people are searching: For instance, if you are selling a software product for social media management, people might be searching for a use case of your product similar to “social media management tool”.
- Why people are choosing a keyword: Taking the above example, you may find that the reason behind the searches similar to “management” signifies that the ‘searchers’ would want to make their life easier while managing social media. Then they might choose qualifiers, such as ‘best’, ‘free’, or any other parameters that would help them to choose the tool that best suits their requirement.
Important Points to Consider While Selecting Keywords
The following points are to be considered while selecting the keywords which will give the maximum returns on your search engine optimization.
Understand the Relevant Keywords to Rank On
- The mix of both the short generic keywords and the ‘long tail’ specific keywords: The short keywords are the one or two-word keywords, such as “online grocery”, “World cup 2018”, and “MS Dhoni”. These keywords are used to find information about any particular topic, personality, or need. The long-tail keywords are specific and more than two to three words. For example, a “phone repair shop near me”. The website traffic that comes from long-tail keywords is very relevant. When you make a plan for SEO, mix both the types of keywords. This helps in targeting the customer in a specific way.
- Think from a customer’s perspective: Most of the search engines focus on the end-user and hence, the keywords should be chosen by keeping the customer’s needs and wants in mind. For instance, you may describe your product as “machine composite”, while your customers might be searching for a “machine part supplier”. Good keywords act as a connector between you and your end-users.
- Try variants: Think of different variants of the keywords. For example, if you are targeting “Headphone”, also think about the variants, such as “Headsets” and “Earphones”
Make Keyword Evaluation an Ongoing Process
Keyword evaluation is not a one-time process. The evaluation must be ongoing during the entire process, as the algorithm, the query, and the trends keep changing. In the ongoing evaluation, you should:
- Check whether the present keywords are driving the traffic or not. Initially, some keywords may have been popular to drive the clicks, but with time, the importance of the keywords may have decreased in the
- Change the keywords if they are not providing the desired result
- Test the targeted keywords through online advertisements, such as Google AdWords or Bing Ads. It involves running an advertisement with a small budget and observing if it is driving the relevant traffic. This will save months of efforts that would be spent behind the keywords which have a very low potential
- Research and start with a fresh set of keywords. You may need to overhaul the list of keywords being targeted depending on the situation. For instance, even a year back, the “institute of eminence” may not have been a keyword targeted by an educational institute. However, now with the recent announcement, you may find the searchers using this phrase in their search to find a good educational institute in India.
Adapt to Voice Search
As seen in the current era of smart devices, typing is getting partly replaced by conversation. Now while walking or driving, people search for many things such as nearby eateries, good pet clinics, and so on. They do this by speaking to their phones and not by typing the search queries. You can also see that:
- The short terms that people used to type have changed into long questions starting with why, what, and how more than before.
- Google receives 15 percent of the new search terms every day predominantly, because of the voice queries.
- The voice search is not always straightforward. The search engines attempt to find the inside meaning of what people ‘ask’ for.
- Local search is the future of SEO and the users are searching for local information and businesses by using the voice searches more than any other searches
- By 2020, 50 percent of the searches will be voice searches as per the Comscore report.
Know about Content Management System – CMS which is an important factor while performing Search Engine Optimisation.
In the next blog, we will let our users understand Keyword Planning. To be updated with the blogs of OnlinEmage, please subscribe.
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