On Page Optimization SEO Factors & Basic Tips

Table of Contents

On Page Optimization Guide: What is the “SEO on Page” for?

On Page Optimization

On Page Optimization | The objective of SEO On Page is to “make life easy for Google”, so that you can index your pages as quickly as possible… and classify them according to your interest.

To understand each other, we could say that, through SEO “On Page”, you will try to “explain politely” to Google what is the purpose of your page.

And please note that I say “politely”, if you go over Google will stop being your friend, like that neighbor who shuns you on the stairs, because you are a heavy … or because he considers that you dedicate yourself to “spam” people and You do not contribute anything of value.

Have you read that SEO on Page does not matter to position?

First of all do not take as something true everything you read , even if you have read it here, create only what you have personally experienced and work specifically for your website.

The truth is that links are very important to position competitive terms, but their effectiveness will be much greater if your SEO on Page is well executed.

You can even position yourself for noncompetitive terms only with good SEO on Page.

And it is also quite common that your website does not position itself without a minimum SEO work on page.

But is it that Google will not know by himself “what is it about” my page?

The truth is that Google will classify your pages, whether you like it or not: you need it to be able to offer answers to the needs (searches) of users.

And although you are not always going to convince him to accept your “indications”, if you omit them or do it incorrectly, he can choose to classify you (position you) in searches that are not the ones you want.

That is, you are interested, and much  that Google finds your pages, and that you understand that you offer something useful for those who are looking for solutions on pages like yours.

And all that you can achieve through SEO on Page 😉

How does Google index your pages?

In order for your page to appear in the results , Google robots must find and rank it.

These “robots” (or “bots”) are automated programs that read, extract and archive the content of the pages.

Its mission is to explore the Internet by tracking all the links they can find, with the aim of locating new pages, and re-visiting those that are already indexed in case they have new content.

When a bot reaches your page, it “reads” (indexes) all the content (text, images, links, code …) and stores it in a gigantic database.

Later that information will be analyzed to determine the niche to which your page belongs, and the relevance it has within it.

But …

If the tracking robots fail to find your page, or fail to index it, you will not appear on Google.

Therefore, you must do everything possible so that these bots find and analyze your page as easily and efficiently as possible.

Because robots (still) cannot easily read content created with Flash, Java or AJAX, it is not recommended that you use these technologies if you want your content to be indexed.

General tips to make a good SEO on Page.

To carry out a good “On Page” optimization you must carry out a series of activities, all of them important, but some more necessary than others.

And how logical it is that there are many discussions about the importance of one factor or another, and whether Google takes it into account more or less.
So I will explain my personal opinion and my preferences.

Yes, I know you’re getting impatient, but please read on,  you need to understand these principles to save you time and frustration in the long term .

General tips for SEO On Page.

  • Contrary to what others think, I am convinced that it is more convenient to have few good quality content than many mediocre ones . You can position yourself well without having to publish hundreds of articles, provided they are useful and of quality.

Use of Keywords in SEO on Page.

You will see that I mention the Keywords a lot, and I do it because they are very important.

But you have to be careful not to go over and use them sparingly.

Your Keywords should appear in the content (that’s more than proven) to help Google understand the theme of your pages.

But they should appear in the most natural way possible.

Surely you have read an article that seems to be written by Tarzan, in which the keywords have got into a shoehorn in every corner.

Do not do that.

It is perfectly possible to position a page “abusing” the Keywords, but it is not a long-term strategy , and your visitors will not find it pleasant.

Tips to use your Keywords in SEO On Page.

  • Never over-optimize a page with your keywords. Google will find out sooner or later. And lately he realizes quite soon …
  • Learn to use synonyms and terms related to your keywords, in this way you will avoid repeating them so often, and you will position yourself for more secondary keywords.
  • Do not pay too much attention to the “density of Keywords” , there is no magic formula that tells you how many times or how often you should use your keywords.
  • Do not become obsessed with placing your Keywords in all possible places, you risk receiving a Google penalty.

Tags and Meta Tags we use in SEO On Page Optimization

If you already know what a Tag (“Tag”) or Meta Tag (“Meta Tag”) can skip this theoretical part and start improving your SEO On Page below.

Surely at some point you learned that the pages you see in your browser, including this one, are actually code that wouldn’t make much sense if it wasn’t interpreted by browsers.

Something similar to what happens with television or telephone signals.

You can check it by right clicking on this page and selecting “see source code” in the menu, or the equivalent option in your browser (for Chrome Windows CTRL + U)

You will see something similar to this:

Source code of a page written in HTML

A gibberish without much sense, right?

Luckily, browsers can “translate” this code thanks to certain attributes or “tags” (“ tags ” in English) that indicate how to present information in the way you are used to.

For example : the browser can interpret the same phrase in different ways if we assign the title tag (” title “) or paragraph (” p “) Or not even show the text in the browser (but be taken into account by Google ) if you identify it as a Meta Tag.

If you are curious to know more about the HTML code visit  Web Weavers .

Now you know that browsers interpret certain special code snippets (“tags”) to “bookmark” and structure information.

But the most interesting thing is that Google and other search engines use some of these tags  to determine the thematic relevance of the pages, and try to place them in the right place in searches.

And once you know this you have the possibility of trying to influence the positioning of your pages, optimizing these “tags”.

And that’s what I’m going to teach you, then step by step 😉

ON Page Optimization: Visible tags in Search Results

Let’s first examine the labels that are shown directly in the results: Title, URL and Meta Description.

When you do a search, the pages found by Google always show these tags:

search snippet

Meta tags that appear in Google search results
When I say “always” I mean that it is normal , depending on the type of search or the “experiments” that Google does from time to time this may vary.

The reason we are going to examine these labels first is twofold:

  • First of all because they greatly influence positioning: among them are two of the most important for Google.
  • And secondly because they are the “showcase” of your page, and if it is attractive enough the user will click on your result earlier than on another of the same page.

What are they important to?
As they say, you can “kill two birds” with one stone if you optimize them correctly.

Never forget that search engines neither buy nor subscribe to your lists, always think of users when you optimize your SEO On Page.

Page Title ( Title Tag )

Examples of page titles in Google results

The Title is probably the most important element to optimize your SEO On Page.


Most of those who practice SEO agree that Google considers the title as one of the most significant factors  to “know” the theme of your pages.

The title is shown only in the window (or tabs) of your browser, and as you already know in the search results.

You can see it in the HTML code of any page, enclosed between the “title” tags.

title html tag
Example of the title code in HTML

The title of a page is something like what defines it, and therefore must be related to the content and be consistent with it if you want Google to take it into account.

That is, if your website sells slippers, in your title you should not include “free slippers” to try to attract visitors, unless you are really offering free slippers, otherwise your visitors will notice immediately (and Google soon after ) that your title does not match your content.

Tips to optimize the Title Tag for SEO On Page

  • Include your main Keyword in the title.  If possible (and not forced) at first, although this is not essential.
  • In addition to being optimized for Google, the title should be attractive , since it also depends on the fact that a visitor decides to enter your website instead of others that appear above or below on the same results page.
  • The title must contain a maximum of 70 characters or 600 pixels , to ensure that it is displayed in its entirety on the Google results page. If it is older you will see that the text is truncated and in the end it appears (…) There are studies that show that in general there are fewer visits in the results whose title appears cut in front of the ones that show the full title.
  • You should build your titles naturally , always containing the main Key Phrase you have chosen for each specific page, and if possible limiting the number of words that do not provide relevant information, such as “from” “to”, etc.
  • The title must be unique for each page, do not duplicate them.
  • If you have a recognizable brand it is a good idea to place it at the end of the title (as you will see in the following screenshot) to try to capture the user’s attention in case you already know your brand.

Url address

url search snippet
Examples of URLs in Google results

The address (URL) of your pages plays an important double role in your SEO on Page.

On the one hand it is a reinforcement to continue being informed of the theme of your page. But also more and more users look at the URLs to make decisions.

If an address seems “suspicious,” or does not adequately describe what is mentioned in the title, you have a good chance of losing clicks.

For example: if you sell Nike Vomero 10 shoes on a page whose URL is “ yourdomain.com/promo-35 ” you are not helping the user or Google understand that on this page you will find what you are looking for.

In this example it would be much better if the URL were ” yourdomain / nike-vomero-10 “.

This tag is not inserted in the HTML code of your pages , it is created taking into account the location of each page within your domain.

Depending on whether you work directly with HTML and CSS, or if you use WordPress, the URL of your pages will be generated differently:


If you work directly with HTML, the place where you save your pages will determine your address.
For example, if you save the file ” test.html ” in the root directory, your address will be ” yourdomain.com/test.html ”


If you work with WordPress the URL is generated the moment you save the page.

Be careful because WordPress normally automatically inserts the title you have placed in the editor on the page, and that is not always the most convenient way to position the article for your target keywords.

For example : if the title of your page is “The best guide you can read about SEO and SEM” WordPress will create the URL “the-best-guide-you-can-read-about-seo-y-sem”.

But it would be much better to change it to ” better-article-seo-sem “.

Fortunately you can edit the address of your pages easily in WordPress.

Simply click on the “Edit” button that you will see just below the title of your article, and next to the URL, as you see in the image below.

Edit URL in WordPress
Edit URL in WordPress

But make sure  the “Permanent links settings” in WordPress are set as in the screenshot below:

Settings of permanent links in WordPress for SEO on Page
Settings of permanent links in WordPress for SEO on Page

Although not everyone agrees, I am convinced that even today in 2019, you can get SEO benefits when you “chain” terms in your URL.

I speak of, for example: include keywords that help classify your page by categories, directories, etc.

Something like ” / health / slimming / legs “, ” / health / slimming / thighs “, etc.

Tips to optimize your URLs for SEO On Page

  • Your URL should at least partially describe the content of the page , ideally the main benefit, or the product (remember the example of the shoes)
  • Include your main Keyword,  or a semantic variant if you can do it without problems.
  • Unless indispensable, avoid using dates or numbers in the URL: you will  prevent your articles from looking very old or outdated. Except very specific cases (a library for example)
  • Do not include symbols such as accents, “ç”, “ñ”, etc.
  • Unless necessary, do not include parameters such as “seopowerzone.com/p=113?&var”
  • Avoid including the file extension in the URL (index.html, index.php, etc.) do not contribute anything to the positioning.
  • Do not saturate your URL with Keywords. Don’t do something like this: “seopowerzone.com/best-seo-for-seos”
  • Do not include “empty” words : “de”, “en”, “para”, etc. This does not influence positioning, but it helps create more useful addresses for your users.
  • Separate your Key Words or Phrases with dashes “-“. For example to “Buy used cars” use “buy-cars-used”.
  • Use the “middle hyphen” (“-“) to separate the words , although Google doesn’t care if you use “-” or “_” the “middle hyphen” usually creates a more readable address.
  • Try to be consistent with the use of uppercase or lowercase letters, choose your preference and write them always the same. Although I advise you to always use lowercase in URLs because they are more readable and easier to write in the address box.

Goal Description

Example of a meta description in Google results
Example of a meta description in Google results

Users see the Meta Description as the summary of your page , so you should strive to make it attractive and invite them to visit it.

Like the Title Tag, this tag is not shown in the “visible” content of the browser, but in the search results, below the title.

You can see this tag by searching for “meta name =” in the HTML code:

The meta description in the HTML code of a web page
The meta description in the HTML code of a web page

Although there is some controversy in this topic I think that this tag is not essential to position a page , and that Google does not take it into account for positioning, and considers it only as a suggestion.


Because sometimes Google ignores your Meta Description and shows in the results some of the text on your page, if you think it may be more suitable for the visitor 😉

That is, Google takes your meta description as a suggestion, not as a directive.

So you know, write your Meta Description thinking especially about your potential visitors , as if it were an ad that should get their attention and take them to your page.

Tips to Optimize the Goal Description

  • Write realistic descriptions , which summarize what a visitor will really find when they reach your page.
  • If Google decides not to show your description , change it based on the one Google has chosen and force indexing .
  • If your description is striking enough  (without SPAM, please) you can get the click before other better positioned results, but with less attractive descriptions.
  • If it is appropriate to do so, include a call to action (CTA) , to motivate the user.
  • Also include your Keywords , but naturally, to reinforce your message. The meta description itself is not a positioning factor, but as Google shows in bold the keywords that the user has searched, and this helps to get more clicks.
  • The maximum length is about 155 characters ,  but if you focus on searches for mobile devices, keep in mind that in that case the maximum length is 100 characters.
  • If you exceed the number of characters allowed Google will show “(…)” as with the Title and this can harm you.
  • Do not duplicate your Meta descriptions , use a different one for each of your pages.

Rich snippets (Rich Snippets)

Rich Snippets in Google results
Rich Snippets in Google results

Surely you have found in some search outstanding results with some kind of rich fragment: prices, stars, opinions, etc.

One of the ways to show this information highlighted in the results is to “mark” your content with tags specially designed for search engines, which we call rich snippets, or rich snippets in English.

Why you might be interested in using rich fragments?

First of all because you help search engines better understand your content, and secondly because (if you know how to use it well) this information will help highlight your results and potentially you will get more clicks.

There are several systems for marking content, but the one that is most frequently used is Schema .

Thanks to this markup you can get Google to display rich snippets for a variety of specific results, including:

  • Articles
  • Local businesses
  • Recipes
  • Events
  • products
  • Videos
  • Apps

Use Rich Snippets whenever it is convenient, because they usually help improve your CTR, but be careful, because you can risk a penalty if you do not use them correctly.

Google manual penalty for rich snippets
Google manual penalty for rich snippets

Tips for using rich fragments.

  • First of all: don’t play Google Cheat by marking content that is not what it claims to be. You may get more clicks at the beginning, but also a penalty a little later.
  • Make sure that the data you mark matches the content, products or events that appear on the page. If you mark a fragment (for example a recipe) that is not available on the page then you risk a penalty.
  • Rich snippets should be visible to visitors : do not use CSS or any other means to hide them, even if they “are not beautiful” or integrated with your design. Google will think you are doing spam.
  • Use Google’s structured data tool to make sure you’re using dialing codes correctly.
  • Check the statistics of your rich snippets in Search Console, “Search aspect”> “Structured data”, and make sure there are no technical errors or problems.
Structured data in Old Search Console
Structured data in old Search Console
Structured data in new Search Console
Structured data in new Search Console

Meta Keywords

Meta Keywords in the HTML code of a web page
Meta Keywords in the HTML code of a web page

I include this label only to make it clear that you do not have to waste your time with it , because although it is still recommended to use it, I have not gotten it to serve me at all.

According to Google,  the Meta Keywords stopped being useful for a long time  and most of the recognized SEO professionals do not use them.

Visible tags in the Page Content

The search engines analyze all the content  of your pages, paying special attention to some tags (tags) that I comment below.

Headings ( Header Tags )

Headings are one of the ways in which you inform Google, and your visitors, about the content and theme of your pages.

They are also an excellent tool for organizing and structuring information in sections to facilitate reading and help to better understand the article.

Although most browsers recognize up to 6 levels of Header Tags, the most common is to use the first three or four: h1, h2, h3 and sometimes h4.

This shows the different levels of headers in your HTML code:

  • <h1>SEOpwrZone H1</h1>
  • <h2>SEOpwrZone H2</h2>
  • <h3>SEOpwrZone H3</h3>
  • <h4>SEOpwrZone H4</h4>

HTML headers in the code of a web page

Main Header (h1)

The Header h1 is the most important for Google, and should be unique for each page.

Do not confuse the h1 header with the page title : they are two distinct elements:

  • The title is the identification of the page , which appears in searches, and you must optimize it more for search engines than for the user.
  • The h1 is the summary of the article,  a longer and more descriptive variant of the title, but never identical, so that the user knows what awaits him when visiting the page and encourages him to click.

Can or should the title and h1 be identical?

They can be, and most likely, positions without problems and have no negative effects. Surely you have already seen pages that position well in this way.

However, depending on the niche, this can be considered as an “over optimization”
aimed at improving the positioning “unnaturally”.

That said, the most likely thing is that you do it and nothing happens. But since it costs little, it is much better for the two labels to be similar, but not identical.

With this you run fewer risks, and also your tags are more optimized.

My advice is that the title is relatively short, and focused on the main Keyword to position .

And that the h1 develop the title further , and arouse your interest so that you continue reading.

For example:

  • TITLE : “Tricks to lose weight running”
  • H1 : “Simple tricks that will help you lose weight by running with little effort.

This tag is a good place to include a secondary Keyword or some semantic variation of your main Keywords.

If you work with HTML5 you will know that this allows several Header  h1 per page, but until proven otherwise, I am of the opinion that you should work with a single h1 per page.

I am concerned that a page with several h1 may confuse search engines, or dilute the weight of the Keywords included in them.

Tips to Optimize the h1 Tag for SEO On Page

  • You should summarize the content of the page in a simple sentence to read.
  • It should be as high as possible on the page, and just before the text of the article begins, to facilitate the continuity of the reading.
  • The font size must be larger than the smaller headings (h2, h3 …) to clearly identify it.
  • Use a single H1 header per page .
  • It is convenient that the h1 is not exactly the same as the title, but that it is similar to give a sense of continuity, and that the visitor “see” on the page what they have clicked on the results.
  • This tag is a good place to include a secondary Keyword or some semantic variation of your main Keywords.
  • Whenever you include Keywords remember to appear naturally and never forced , do you remember your visitors?

Secondary headings (h2 to h6)

The secondary Header Tags , those that go from the second level (h2) to the sixth level (h6), contribute little or no value to the positioning .

Or at least I have not been able to significantly influence my tests.

But they are very useful to create a better reading experience for your visitors by structuring your content, and by the way help search engines better understand the theme of your pages.

Tips to optimize your secondary Header Tag

  • Respect the order of importance of the Tags, because they should appear in your content.
  • You can use as many secondary headers as necessary  to conveniently structure your articles.
  • Use these Tags to divide your content into sections .
  • Do not force Keywords in these tags unless it is logical that they are there.
  • Remember that you should not place Headers “just because” , its main function is to semantically structure your content into sections and sub-sections.


A picture is worth a thousand words, also on the web.
A picture is worth a thousand words, also on the web.

It is a good practice to “break” the flow of reading with some illustrative image that helps to rest the view, or that acts as a wake-up call … as I just did with the image above 😉

Publishing a page , especially if it is relatively long, containing only text, is not a good idea .

Imagine that on this same page you are reading, and that it is quite extensive, there would be no image …

Surely your experience as a user would be much less satisfactory, and you would have fewer readers to reach the bottom of the page.

The pages with multimedia elements (images, videos, etc.) help to reduce the bounce rate and increase the page time , two important metrics both for positioning and for your users.

Keep in mind that in certain searches the images become very important, since they can appear directly in the search results, especially in those keywords related to products.

In blogs that use WordPress you usually see at least one image at the beginning of each page, thanks to its “featured image” function, which works very well to capture the visitor’s attention.

So, at least, use the featured WordPress image .

You can also find yourself in the case that the protagonists of your page are the images instead of the contents, such as on the website of a photographer.

All images, like the text, are analyzed by Google, and therefore also count when optimizing your website.

If you visualize the HTML code of an image you can find something similar to this:

HTML code of an image inserted in a web page.
HTML code of an image inserted in a web page.

This Tag interests us above all two things: the name of the file and its description.

For each file you should choose a descriptive and appropriate name for the article that belongs.

The name of the files is not visible in the browser, but Google can read it, and use it next to the description (alt = ””) to try to guess what kind of images the article contains and what relation they have to the content.

Tips to optimize your images for SEO On Page

  • Include your Words or Key Phrases in the name of the file, but only if the article is really about those keywords.
  • Change the name of the image before uploading it , so that you briefly describe it For example it would be wrong “DS0014.pgn” and well “logo-web-seopwrzone.png”.
  • Make sure Google can access your images , don’t block them by mistake with the robots.txt file
  • Use your Words or Phrases on the “alt ” tag to describe the content of the image, not “goals” simply a list of Keywords.
  • Optimize the size to avoid reducing the loading speed of your pages, because a slow web can negatively affect your SEO and the experience of your visitors.
  • Google analyzes the text around the image to better understand the context, so it is a good idea to include secondary keywords related to the image, so you can index it correctly.
  • Optimize the EXIF metadata of your images if you have time or if your positioning strategy depends largely on them. If you have saved the image in a format that allows it (such as .JPG) you can add meta-data such as the title (title), theme (subject) tags (tags) or comments (comments) by inserting your keywords in them.
  • Generate a specific Sitemap for your images if it is essential that they are indexed, and you are not getting it.

Use these free online services to reduce the weight of your images:

Links ” nofollow ” and ” follow “

Before talking about the links, both internal and external, you should know what it is and how to use the “ nofollow ” attribute

Google created this attribute to give you more control over how the search engine should interpret your links, both external and internal.

Although we all usually say that the links that pass authority are ” dofollow ” or ” follow” , this terminology is not correct.

Actually there is no attribute ” dofollow “, because for Google all links are considered ” follow “ unless otherwise indicated. That is to say that a link is either ” nofollow” or it is not, the opposite attribute does not exist.

Before Google introduced this attribute, its indexing robot followed all the links, and because of this it took them all into account when distributing authority and relevance among the linked pages.

But as sometimes this was not exactly what you needed, Google created the attribute “nofollow” so you can indicate if you do not want the search engine to take into account a certain link .

How to know if a link is ” nofollow “?

Simply view the link’s HTML code and look for rel = “nofollow” as you see in the following screenshot:

HTML code of a “nofollow” link
HTML code of a “nofollow” link

The most common cases in which “ nofollow ” is usually used for a link are:

  • To indicate that a link is affiliate , and thus comply with the Google Webmaster Guidelines .
  • When you do not want to “pass” Authority / Relevance to the landing page, for being away from your subject, because you do not “recommend”, etc.
  • To try (not always possible) that Google does not index the landing page , because it is a private resource, we do not want it to be displayed in the results, etc. For example: a thank you page.

Tips for using the “ nofollow ” attribute :

  • Use it if you are linking to pages of your own website that you do not want to appear in Google results and / or that you do not want to pass Authority. For example: thank you pages for subscribing, welcome pages, etc.
  • Also if you link to resources, hosted on your website or external , that you do not want to be indexed or that receive Authority / Relevance. For example links to downloads of PDF, ZIP files, etc.
  • Mark all Affiliate Links as “ nofollow ” to indicate to Google that you have a business relationship with the recipient, and comply with its quality guidelines.
  • For the above reason you should also label your External Links as part of a paid or sponsored Analysis / Review , and those that have been purchased as “nofollow” .
  • Use “ nofollow ” for External Links to which you do not want to pass your Authority / Relevance , such as when you want to show an example and link to a page of your competition or a page with Spam, etc.
  • Likewise, for External Links to websites with which Google does not want me to associate you with being “bad companies” or being very far from your subject . For example if you link to a page or forum of pure BlackHat in an article of a web focused to the pure WhiteHat.

Internal Links

HTML code of an internal link between web pages of the same site
HTML code of an internal link between web pages of the same site

Internal links , those that point to pages within your own website, can also help you position .

And also you control them , so you can change them at any time and do with them all the experiments you want.

And how can they help your positioning?

Well, transferring authority from one page to another, reinforcing its thematic relevance.

In addition to promoting user interaction, and making it easier to navigate your website.

Google looks at the number of internal links that point to each page of your site, to determine the relative importance of that page, compared to all others on your website.

That’s why you should check if a page that is important to your marketing strategy is not well linked internally, or has a relatively small number of internal links.

If on one of your websites you have a page that has achieved great authority, based on links and mentions, use it to link to other internal pages, and help them position.

And as if that were not enough, internal links are a great help to ensure that both your visitors and search engines discover new related pages within your website.

When Google reaches one of your pages, in addition to reading the content and indexing it, it begins to follow the internal links that point to other pages.

That is why it is important to link them together so that all of them can be visited and indexed.

Tips to Optimize your Internal Links for SEO On Page:

  • Link to your internal pages using keywords  in the anchor text (as I just did now)
  • Link only with other of your pages that are related to the subject  of your article.
  • You can link to a page that you are interested in promoting at the end of each article, in the sidebar , etc.
  • The menus make up the visible structure of your website: the main menu should give access to your categories or sections.
  • All pages should include your main menu, but think carefully about what you will include in it.
  • Control your internal links , to find out if you have very important pages that receive few internal links (or vice versa), and correct this problem.

External Links or “outbound links”

External links, as the name implies, are those that “point” to pages outside your own website.

Some time ago (and there are still those who still think the same) it was advised not to link to other websites to not “lose authority”, referring to not “send” PageRank  outside your website.

The theory behind these tips is that you thus retain all the authority received through external links, because you “enclose” it within your website.

However, doing so means sending a negative signal to Google , very easy to detect, because the natural thing is to point to pages or articles that we liked, or complement our content.

My opinion is that external links, provided they are useful, provide a better user experience,  and this is a positive sign for Google.

So do not be afraid to include external links in your content , with this you will get:

  • Show Google that you are a real person , who cares about linking to other websites that complement yours, which in some cases helps improve your positioning.
  • Provide added value to your visitors , directing them to other interesting or complementary content to yours, which builds trust among visitors and helps to retain them.
  • Increase your thematic relevance and your authority on the subject , since you are related to one or several pages that also treat or develop the same theme.

Tips to Optimize your External Links for SEO On Page:

  • Do not link “by linking”, do it when justified , to help strengthen your article or because the landing page may interest your visitors.
  • If you don’t want to “lose” your visitors , use the target = ”_ blank” attribute that will open the landing page in a new window or tab, allowing the visitor to continue on your page.
  • Do not be afraid to use affiliate links , but you must mark them as “ nofollow ” to indicate to Google that you should not take them into account in your links profile.
  • You should also mark as “ nofollow ” the links to pages that, due to their “reputation” or their theme, do not want Google to consider that they are related to yours.

Bold and Italic.

HTML code for bold and italics
HTML code for bold and italics

I include this point only to avoid questions on this topic, because Google does not pay attention to these tags to position you.

I still see from time to time advice on using text formats, such as bold or italic, to highlight your keywords, hoping that by doing so Google will give them more importance.

This myth has been coming for years, and so far there is no serious study to prove it.

The general consensus is that Google has never paid special attention to this type of “decorations”, but they can be very useful for your users because they help you highlight or reinforce concepts.

And if they help your visitors to better assimilate your content, and improve your user experience … that really helps with positioning and conversion.

If you look is what I am doing throughout the article 😉

Content is the king of SEO on Page
Content is the king of SEO on Page

Page content.

Lately everyone talks about content … you will read things like “… content is king “, “… how to do content marketing “, etc …

And now it comes when I affirm something that may seem incredible to you: quality content is not absolutely necessary to position you .

You can do it with content copied from another website, or even with meaningless phrases. I have done it and others too.

After the updates “Panda” from Google is more complicated … but you can still.

So why waste time creating good content?

Because quality content, that which is useful for your visitors, with which they interact and who love to share, is necessary for long-term positioning.

And the visitors that attract this type of content convert better.

In summary: quality content is essential for SEO On Page.

Search engines like Google analyze your content and use it to get an idea of ​​how relevant your page is compared to others that deal with the same topics.

With the help of a good Key Phrase Analysis  you can create more optimized content or improve what you already have.

Because one of the good things about On Page optimization is that it can be done at any time , before or after the content is published.

So when you write your content do it taking into account what you are interested in achieving, and within the limitations of time and logical resources, always try to create quality and unique content .

Do not just copy what you see on other websites, because sooner or later Google will notice, or you will be denounced by the owners of the original content.

Or even worse: your visitors will notice, and you won’t get them back.

Think that attracting visitors is only one piece of the puzzle , once they reach your website you must convince them to stay, and come back wanting more.

Ideally you should create quality and unique content, thinking not only of attracting the maximum number of visitors “whatever they are”, but those who can really benefit from what you offer .

Keywords can be your secret weapon in SEO on Page
Keywords can be your secret weapon in SEO on Page

Keyword density in the content for SEO.

What should you know about the density of Keywords?

You may have read about this topic, and the importance of including your main or secondary Keyword XXX times if the text has XXX words or YYY times if it has YYY, etc.

Or maybe you have read something like that the ratio (percentage) of mentions of a Keyword with respect to the total words contained in a text for SEO should be X%, etc.

My advice is to forget this. What you are counting can not be related at all with your niche, with the type of page you’re trying to position, and your Keywords individuals.

The “ideal density” of Keywords, or the “saturation of Keywords” does not exist : it depends on each Niche and how Google interprets it.

Simply write naturally, trying to make the text rich and varied, as you would if you were writing to qualify for a prize.

And in this case the prize will be a better positioning 😉

Keywords in the Content.

Your main Keyword, variants of the same, and other related Keywords should appear in the text of your page.

But remember, always without abusing or falling into spam, in the long term you will thank me for this advice.

Why do I insist so much on you using synonyms and variations?

Because normally Google does not position your pages using a single Keyword.

Google analyzes the whole page (SEO on Page) and its external factors (SEO off Page), to get a global idea of ​​the topic your page is about, and how “good it is” compared to other pages on this topic that you “know” (which you have indexed).

Theoretically, each page should be optimized for a single Word or Key Phrase.

But it is inevitable that when you write you introduce others that, on occasion, will cause your pages to appear in searches other than those you originally intended.

And that can be good, or bad.

If you have optimized your content correctly Google will reward you by displaying your page in searches for topics related to your main Keywords, that is, more free traffic.

But if you have not been applied Google can “confuse” and show your pages in searches that have nothing to do with the theme of your content.

This would cause your visitors were not the most suitable for your content and it would be much more complicated to achieve your goals.

SEO content length.

Most studies seem to show that more extensive content positions better than shorter content.

However, this is not so simple, nor is it true in all niches.

On the one hand , longer content tends to position better because it contains more keywords and (if you do it right) it can be more valuable for your visitors.

Although if you write very long content simply to try to position better, but they are not useful for your visitors, Google will end up realizing it and you will not get any benefit.

Tips to optimize Content for SEO On Page:

  • Choose the best possible Phrase Phrase  for each of your pages, and develop your content around it.
  • Although there is no total consensus on whether it is better to write short or long articles, I am of the opinion that it is better positioned with extensive content. 
  • The content must be attractive and especially useful  for the visitor. “Publish by publish”, without a specific objective, can help you position your page but not to retain visitors who return to your website for more useful content.
  • It must be unique . First of all because it is easier to position yourself with original content and secondly because nobody likes to read “the same” (or a “variation of the same”) that he has already seen on dozens of websites.
  • Don’t just fill the page with your Key Phrases, write naturally. 
  • Include at least one image and describe it properly,  using the Alt  and Title tags  as I have explained.
  • A trick that helps is to include some video hosted on your domain: Google likes multimedia content and also your visitors.

Structure your website to improve your SEO.

A well organized website is more useful for visitors and search engines.

Do your best not to create confusing interfaces, with menus and submenus, many categories, etc.

Look at your website with critical eyes and ask yourself: if someone comes to your page for the first time, would they know what to do next?

If “there is nothing to do” or too many options you run the risk of leaving without interacting. And this does not suit you at all because it would increase your bounce rate, and that hurts your positioning.

The way you organize your content in pages, categories, etc., depends largely on the publication system you have chosen.

For example: if you use WordPress you could organize the articles through its category system, and if you have created your website with HTML do it through subdirectories.

In my experience, the type of organization or structure that is usually most beneficial for SEO is the pyramid hierarchical structure known as “silo”.

Tree structure for SEO content on Page
Tree structure for SEO content on Page

This type of structure in the form of a tree or pyramid allows you to more easily route your visitors and take them to where you are most interested, which are usually the “Landing Pages” where you want some action (purchase, subscription, etc.) to be carried out. )

And this configuration also allows you to distribute in a more controlled way the flow of authority provided by your Backlinks, and which is usually greater in the upper pages.

Tips to optimize the structure of your website for SEO On Page:

  • The simpler and better connected  your site structure is, the more accessible its pages will be and the easier to index.
  • The lower level pages should not be too far from the upper ones to facilitate indexing and visits.
  • Theoretically you can create a structure as deep as you need it, as long as the pages are correctly linked to each other, and there is not too large a path  (many clicks) between them.
  • Ideally, all pages are at most two clicks  away from the home page.
  • Regardless of the system you use, do not try to “insert” as many Keywords as possible  in the URL, you can be penalized by SPAM.

Loading speed

GTMetrix, SEO tool to measure the loading speed of your website
GTMetrix, SEO tool to measure the loading speed of your website

The speed with which your page loads in your visitors’ browser is increasingly important for two reasons:

  • Our patience is getting smaller, and we tend to avoid pages that take time to load , partially load or give problems.
  • A page that is too slow can be moved towards the end of the results in favor of other pages that load faster, because Google tries to make the results as useful as possible for users.

Personally I do not think that Google will directly penalize the slower pages, but it does reward (even if it is simply showing them more often) to pages that load faster than others in the same niche.

Tips to improve the loading speed of your website:

  • The first and most important thing is to choose a good hosting that really cares about this issue .
  • Optimize your images before uploading them or with a plugin that does it automatically.
  • If you use WordPress it is almost essential to install a good cache plugin (WP Rocket )

Optimization for mobile devices.

Google Mobile Optimization Test
Google Mobile Optimization Test

At this point no one can deny that mobile phones are present at all times, more and more users have a smartphone and use it both to find information and to make purchase decisions.

That is why it is very important that you make sure that your website is optimized to be displayed and operated correctly from a mobile device. It is no longer a “plus” for your visitors, it is an essential requirement if you want to have a good online presence.

As if that were not enough, Google increasingly insists on rewarding adapted websites, improving its positioning in mobile searches.

Tips to optimize your mobile website:

  • If you use a content management system such as WordPress, Joomla, etc., make sure you choose templates and themes that are properly adapted for mobile .
  • Use the  Google mobile optimization test tool to verify that your website is adapted, and get suggestions.
  • It is not enough that your site looks good on a mobile, it must load fast , since speed is very important for this type of users.
  • If you still use Flash on your website, convert it to HTML / HTML5 as soon as possible.

Conclusion and final advice.

  • SEO Onpage is the optimization over which you have more control, so you should strive to know and practice as much as possible.
  • Don’t be afraid to try new things, don’t just repeat anyone’s strategy, and experience everything you want.
  • There is no magic formula , or at least I do not know any, so follow the advice that you think is more accurate, but above all try and develop your own strategy.
  • Follow some system to verify if what you do has a positive or negative effect on your rankings.


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