What Is On-Page SEO?
On-page SEO (search engine optimization), also known as on-site SEO, is the process of optimizing a webpage to boost rankings on search engine results pages (SERPs) and to enhance organic traffic performance. On-page SEO involves optimizing—or improving—the page content, as well as its metadata and structure. In contrast, off-page SEO improvements happen outside of your website. Here’s an example of what on-page SEO optimization might look like:
- Optimizing page content: Choosing and incorporating target keywords, using concise language, and providing unique information
- Optimizing page metadata and structure: Using image alt text, a meta description, and title and heading tags
Benefits of On-Page SEO
Optimizing a page’s content, along with its metadata and structure, offers a range of advantages for search engines, businesses, and users:
- Gives search engines the information needed to understand and rank pages
- Improves a page’s SERP rankings for target keywords
- Boosts organic traffic performance and conversions among key audiences
- Helps users find content that best answers their search queries
- Provides a user-friendly, scannable experience on webpages
On-Page SEO Factors
- Keywords: Choosing and incorporating relevant, target keywords in important places (URL, title, headings, body copy)—but not to the point of keyword stuffing
- User intent: Addressing the navigational, informational, or transactional needs determined by the target query (for example, a page targeting “what is on-page SEO” would provide a definition, rather than information about SEO services)
- Readability and scannability: Using understandable language, succinct paragraphs, frequent subheadings, and bullet points
- Originality: Providing unique information that avoids penalties from duplicate content
- Internal linking: Containing links to relevant pages within the site to aid the user journey
- Metadata: Including title tags, heading tags, meta descriptions, and image alt text
- Structured data: Creating structured content that enhances the SERP experience through rich search results like featured snippets, knowledge panels, sitelinks, and other SERP features
- Page load speed: Optimizing elements that affect time to load, such as the number and size of files on the page
- Mobile friendliness: Ensuring your content is optimized for mobile layout and speed
While these factors are designed for search engines, they also support user needs. Creating comprehensive, digestible information is the key to user-centric, high-quality content.
On-Page vs. Off-Page SEO
Off-page or off-site SEO is another way to improve rankings. Instead of content optimization, it focuses on external link building.
When people think of SEO, they often focus on off-page SEO tactics. However, with the growing sophistication of search engine algorithms, on-page SEO is now just as critical for organic search performance.
Why On-Page SEO Matters for B2B Marketing
On-page SEO matters for both B2B and B2C marketing, but B2B organizations require a distinct strategy.
While B2C SEO tactics are focused on growing search volume, B2B should concentrate on quality over quantity. That means targeting audience-specific keywords and developing topical authority in your relevant niche.« Back to Glossary Index