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Getting started with on-page content optimisation

Posted by Aimee in Optimisation | July 2017

What is on-page content optimisation?

On page optimisation refers to all measures that can be taken within your business website to improve its position in search rankings. Content is the best starting point for on-page optimisation, this cheat sheets looks at the simple steps you can take to boost your businesses website up the search engine rankings.

The Key to Keywords

Keyword selection is the starting point of the SEO process and helps you to appear higher up in search engine rankings through great content that your audience loves.

Nailing down a precise, targeted list of keywords is the very first step to conquering SEO. You should start by coming up with a list of keywords you might like to rank highly for.  Limit yourself to around 5-10 keywords to start with – to end up on your list, each keyword should be:

  • Extremely relevant to your business
  • Frequently searched for
  • Not overused by your competitors

Useful tools:

Google Adwords
Moz Keyword Explorer

TIP: Differentiate between business competitors and SEO competitors.  Business competitors are the companies whom you are actively competing with for customers.

But it’s your SEO competitors you need to focus on — the ones using your best keywords to their advantage. If they are beating you to the top of the search list, you’re potentially losing your target audience!

Building up your content  

Now you have the right keywords, it’s time to start creating content that will proactively improve your on-page search rankings.

  1. Create user personas so that you know exactly who you’re trying to attract with your keywords.
    In order to write great on-page optimised content, you first need to understand who you are writing for. You don’t have to limit yourself to one user persona if you know that there are a variety of people that use your website.
  2. Segment your keywords into categories aligned with each persona
  3. Work your keywords into new and existing content including individual web page content and blog posts

Don’t cram keywords into your web pages

It’s important that real live humans find your content relevant. Even if your keywords attract a lot of visitors, search engines will notice if your visitors aren’t finding your content useful and will lower your ranking accordingly. So rather than “cramming” your content full of keywords just for the sake of upping your ranking, create content that actually addresses the intent of keyword searches.

Smart Content Optimisation Tips:

  • Don’t expect results overnight - optimisation takes time to come into effect, you won't see clear results from optimising just one page.
  • Optimise each page for a only a few keywords - focusing on one main keyword and a few variants
  • Use keywords in your website URLs
  • Create keyword rich categories for your blog posts
  • Make sure you’re writing for a real life audience. Remember that the ultimate goal is to win over humans, so make sure your keywords are used well and liberally throughout your content without it sounding like it’s been written by a robot.
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