Evolution of On-page Optimization

On-page optimization is one of the most crucial aspects of your SEO strategy. If done in the right way, it can do wonders for your website’s standing within search engines. In fact, I don’t even have to tell you how important on-page optimization is; it’s something that has been marked and measured time and again. The key, however, lies in getting it done in the right way.

To take a step closer towards the ‘Right Way’, let’s go back in time. Back to the time of Classic SEO, the real old-school stuff. The classic on-page SEO had a lot to do with keyword usage. The whole idea revolved around having as much keyword instances or keyword phrase instances in and around the content that Google would start to relate with the page and rank it for the targeted keyword.

Things like placing the keyword one to two times in the page title, preferably at the start, so that Google understands it is important. Try and incorporate instances of keywords in meta descriptions and meta keywords tags. Things like placing exact match keywords a couple of times in the content body preferably in the top paragraph. Then there were other on-page elements like page headings, images and anchor text links; using the keyword instances in image ‘alt’ attributes and link ‘title’ attributes.

All the things I mentioned above, I am not saying they don’t work anymore or they are completely de-valued. But, they are not the only things that are going to help you. More precisely, on-page SEO has expanded just like everything else in SEO.

User Intent

First and foremost, really understand what you should rank for. Get your keywords right and stop optimizing for keywords, but for users. Understand what the user is looking for using a search query and what your page is delivering. Once user intent is clear, design your page to satisfy that intent. It’s very important to understand that it’s not about having instances of the user’s keyword on your page but answering their question. Treat every search query as a question and formulate web pages with the sole intent of answering the question.

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