Article by: digitalmarketinginstitute.com

Pre-Click and Post-Click Optimization

Pre-click on-page optimization is what is visible to the user before they click on a result on the search engine results page or SERP. It includes the title tag, the URL, and the meta description. The goal of pre-click optimization is to encourage the user to click on your listing.

Post-click on-page optimization is what is visible to the user after they click on your listing and land on your web page. It includes the main copy, the main heading and sub headings, hyperlinks, and images.

Title Tags

After the main body copy, title tags are the single most important on-page element to get right. They are the first part of the listing that a user sees after they run a search. Search engines pay close attention to the words that are provided. This in turn influences how well your web page will rank.

Title tags are a vital part of on-page optimization.

  • Heavy Weight, they are a heavy weight SEO signal and the single most important place to include keywords.
  • Higher Rankings, web pages are ranked more highly if they are done correctly
  • First View, they are displayed as a blue clickable link and are the first thing a searcher sees

As part of your SEO strategy, it is essential to add priority keywords to your page title tag. It is important to get the right blend of keywords when optimizing title tags. One of the reasons keyword research is prioritized is for title tag optimization. If the title tag looks like one long keyword list, you may be considered a spammer. If it includes your main keywords and is written in natural or compelling English, then it should work well.

Here are some tips:

  • Include main which are primary and secondary keywords
  • Position main keywords nearer the beginning
  • Use the optimal format of ‘Primary Keyword, Secondary Keyword and Brand Name’
  • Avoid keyword stuffing

Use the space provided. There is a limited amount of space available in a title tag and this is different on mobile and desktop devices. Furthermore, this length can change periodically so it’s important to research what the ideal length before making any changes. Things like the Portent SERP Preview Tool can be used to develop optimized title tags.

Be Descriptive and Engaging by describing the page in natural language and make it enticing for the searcher to click through. Other ways to optimize your title tags include using sentence separators and including your brand in the title text. Occasionally, Google will write its own title tag for the SERPs.

Meta-Descriptions

Meta description tags are only visible in the SERPs and the source code. You cannot see them when you are viewing the main content of a page. A meta description tag is the short piece of descriptive text that you see under the URL in a SERP. It is important for on-page optimization but they’re not actually a direct ranking factor. Including keywords in your meta description won’t have a direct impact like title tags do, but it will influence whether someone’s going to click on your listing. It is a medium weight on-page SEO signal and encourage the searcher to click on your listing. If the meta description tag contains a searched term, it will be bolded, encouraging the searcher to click through.

Occasionally, Google will write its own meta description tag for a web page if it has been left blank or deemed not relevant enough, but there are ways that you can optimize your meta description.

  • Keep it short and concise. Make sure it is two short sentences, at most.
    • Max desktop: 156 characters, this may vary
    • Max mobile: 115 characters
    • Use the SERP Preview tool to test length
  • Be careful with your keywords. You’ll find that you’ve probably mentioned quite a few keywords in your title tag already, so to avoid keyword stuffing don’t include them all again in your meta description. As keywords don’t help with rankings, it’s best to include only your P1 keyword as it is likely to be bolded when searched for.
  • Be descriptive and engaging. If your page has any unique selling points, list them here to encourage click-throughs.

URLs

URL stands for ‘Uniform Resource Locator’, which is another term for a web address. URLs sit between title tags and the meta description tags. A page will build up trust and authority which is assigned to its URL. Changing a URL without redirecting appropriately can lose trust. It is best not to change a URL where possible. They attract click-throughs from search results and are used by search engines to index and retrieve pages. It often generated from the main heading of the page. This is good as a default because relevancy is added. The downside is that they often become long and repetitive and need to be shortened.

When creating a URL for your web page need to include your P1 keyword, or a close variation. Next, keep it short and concise around 70 characters before truncation. Set the URL right at the beginning. Lastly, stick to conventions such as using dashes and lowercase characters. There are two different styles of URLs for the same web page. Both are perfectly acceptable for SEO and would score about the same for relevancy.

Headings

Headings help to outline what a web page is about. They are used in a similar way on a web page to how they are used in Microsoft Word. The main heading should be within a H1 tag, secondary headings in H2 tags, tertiary in H3 tags. All the way up to H6 tags. Historically, it was considered bad practice to have more than one H1 tag, so that is why it is recommended to have secondary headings as H2 tags and tertiary headings as H3 tags.

Since HTML5, it can be technically correct to have secondary and tertiary headings as H1 tags and still be search engine friendly. This is not always easy to implement correctly, so we recommend the traditional way of using hierarchal header tags which are still valid and widely endorsed as best practice.

They are a medium weight on-page SEO signal and add relevancy to the page. There are six header tags from H1 through to H6 which can be used to outline the hierarchy of content on a web page. When creating headings for a web page, it is important to ensure that they are meaningful to the user and not just geared towards SEO.

Keywords

The keywords used should be tailored to the page type. Adding keywords can work differently depending on the page types.

  • Transactional pages tend to be more keyword focused and usually include the main keyword or a close variant.
  • Informational pages, like blog posts, tend to be more user focused and sometimes include the main keyword or a close variant.

The keywords used should also be targeted accurately. Look for opportunities to add your targeted keywords or similar meaning keywords as part of a heading.

Page Copy

Why is the main copy important? The main copy is where users should find what they are looking for, so search engines pay close attention to it. It’s a high weight on-page SEO signal and adds relevancy to the page. The position of the body copy on the page can also be a determining factor in search engine ranking. It can include hyperlinks and it features after the main heading.

Length: There are no strict guidelines on length for the main copy of your web page, but it should meet the user’s expectations and contain what they have searched for. It should also be long enough so that search engines can understand what the page is about. Ecommerce queries can be as little as one hundred words and informational queries can be over a thousand words.

Avoid repeating keywords too often in the main copy. Use synonyms or close variations of keywords if they can be incorporated while still keeping the language natural and human-friendly. When you mention keywords too often, search engines may see it as being ‘spammy’.

As a loose rule for 500 words, mention:

  • Primary keywords two or three times
  • Secondary keywords one or two times
  • Tertiary keywords zero or one times

Hyperlinks

In SEO, hyperlinks help the page you are linking to. The way you link to pages internally plays an important role in search engine rankings.

Relevance: Linking to pages with descriptive and easy-to-understand anchor text will pass more relevancy to the receiving page, so make sure you are linking to your important pages regularly.

Reputation: Linking to pages internally is important for increasing reputation. The more internal links your web page has, the more important it is deemed to be. It will stand a better chance of ranking.

Images

Image optimization is important because it is a light-weight on-page SEO signal and adds relevancy to your web page. Three simple steps you can take to optimize your images are to:

  • Add a description in the image Alt text in your website CMS
    • Try to accurately describe the image and this sometimes means including keywords
    • Make them concise, typically two to five words
  • Give images meaningful filenames in the media library of your website CMS
    • Make them concise, typically two to five words
    • Filenames and Alt text can be the same, but they don’t need to be
  • Make images web-friendly
    • Use .gif, .jpeg,.png, and .svg
    • Balance small file size and good quality

The Alt text and filenames should be descriptive and accurate first. It contains keywords or related words second. You will also need to keep the size of images relatively low. It is often much smaller than the original image size to ensure that it does not impact on loading times for the web page.

User satisfaction optimization is a vital part of your on-page optimization strategy and relates to rank brain. Optimizing your website to improve user satisfaction means ensuring that your content provides the answers search engines users are looking for. This includes:

  • Reducing bounce rate
  • Improving dwell time
  • Improving clickthrough rate and task completion