Onpage SEO from Vienna with Bilddichte.at
Why is Onpage SEO so important?
Even companies in whose everyday life IT does not play a major role have to be easy to find for their customers in search engines such as Google or Bing. This applies just as much to the local baker around the corner as it does to the global corporation. By now, even the last company boss has heard of search engine optimization, i.e. SEO. But when technical terms like onpage optimization are mentioned, most people don’t know what they’re talking about. When it comes to making decisions about a company’s SEO strategy, it is essential to know the most important aspects that matter.
What is Onpage Optimization?
As a rule, SEO is outsourced to a corresponding agency that is familiar with the processes and knows what it is doing. This makes sense, because companies should not turn the Google set screws on their own and without in-depth knowledge - anyone who does something wrong here can permanently damage the findability of the company’s own websites.
This is what Onpage Optimization is all about
Simply put, onpage optimization is one of many measures within the scope of search engine optimization (SEO). This is important so that search engines (and thus, above all, the users in front of the computer) find the website in question and, if possible, use it. There are several methods to improve the ranking on Google and other search engines. We want to disregard paid advertising here, because only so-called organic search results are really sustainable, in which the website appears as high as possible without being perceived by the user as paid advertising. As the term already suggests, onpage optimization includes all measures that are applied directly to the page that is to be optimized for the search engine. In contrast, there is also the offpage optimization, which concerns all measures that are taken away from the actual page for reasons of SEO. This includes, for example, link building, the integration of social media or marketing measures that affect the branding of the company.
Risk of confusion in terms.
So, while offpage optimization primarily increases awareness on the web to drive traffic to the desired pages, onpage SEO optimization takes place exclusively on the website itself. Specifically, one achieves an improvement in the ranking by communicating to Google (vicariously referred to as the most important search engine) the relevance of the individual page and clarifying to what extent it is related to other pages of the domain.
Onsite optimization is often confused with onpage optimization.
Onsite concerns measures that relate to the entire web presence (i.e. all pages and sub-pages of a domain), while Onpage only ever deals with a specific page. The better this optimization succeeds, the greater the chance of a good ranking in search engine results. By the way, it makes sense to perform the Onpage optimization before the Offpage SEO optimization, because it is not purposeful to push a website via social media and other channels if Onpage does not yet have any relevant content such as landing pages, etc.
Content is the trump card
It used to be relatively easy to get good search engine results - by sprinkling keywords relevant to search queries, you could push content to the top. Today, that doesn’t work so easily. In fact, so-called keyword spamming (overloading content with keywords without providing any real added value in the text) is now even counterproductive and is punished with a poor ranking.
In extreme cases, you can even drop out of Google search altogether - and that is the super-GAU for a company. Nevertheless, the keyword of course remains important - because otherwise relevant content related to search queries can hardly be identified. The most important known factors that have significance in SEO for onpage optimization are the following:
The search engine uses them to evaluate the relevance of the website related to the search query
Markings that help the search engine deal with the page
Content is the core of a website and the main reason for a user to surf to the site in the first place. Content includes texts as well as images, videos, graphics and everything that provides the user with added value. Timeliness, relevance, readability and quality are taken into account in the ranking.
They link the content of the page in question to other content. These can be internal links (i.e. links to other pages on your own domain) or external links (to other websites). Meaningful links are rewarded by Google.
There are many more factors, of which Google does not disclose all by a long shot. In fact, SEO agencies often have to anticipate what might prove useful for onpage SEO optimization in the future. It is a constant learning process, which is why it is so important not only to keep a website up to date in terms of content, but also to keep it up to date in terms of search engine optimization.
Search engines want content for real people
If you go by the statements of the group that operates the largest search engine in the world, organic content will be particularly preferred in the future. The more content is designed for "real" people (and not for search engines), the better the ranking will be. This is Google's promise - and in fact, value-added content and well-structured content have proven to be reliable factors in SEO in recent years.
Keywords remain important, but all attempts to outsmart Google via certain formulas and approaches have so far been successful at best in the short term. Therefore, onpage optimization should always focus on good content. However, it should not be overlooked that Google, despite all protestations, still uses several hundred ranking factors for evaluation. It would be negligent not to take these into account.
Since it is hardly possible for website operators to manually influence all these factors to the right extent, there are certain tools that an SEO agency uses. These tools also need to be adjusted regularly to ensure success.
Other factors to be considered during optimization
The internal structure of a page is not decisive for the user. What is important for a user is that the content is clearly designed and organized in a way that is easy to read. For the search engine, however, many invisible factors also play a role. The so-called crawling and indexing runs largely automatically. In the early days of search engines, web pages had to be laboriously entered into the search catalogs - similar to a telephone directory. Google has changed this and introduced crawling and indexing. In this process, the search engine visits websites independently via so-called bots and adds the pages to the index. In order for this to produce the most efficient results for the respective page, there are a few adjusting screws that can be turned:
- this file is located on the web page and contains important information and instructions for the Googlebot to follow when crawling the page.
- a kind of map for the search engine, which deposits all URLs contained on a website with search engines. This increases the probability that all areas of a domain will be indexed.
- how long does it take to call up the website? This is not only important for the user (keyword usability), but also influences the ranking in search engines. During optimization, file sizes and requests to servers should be reduced to a minimum.
- Today, websites should be automatically optimized for the respective end device. Regardless of whether you visit the site via smartphone, tablet, laptop or desktop: the content should always be displayed clearly and optimized for the respective display. In particular, optimization for mobile devices is considered increasingly important by search engines. In the future, this will be a major factor in ranking.
Conclusion: Onpage optimization is an ongoing and important process
Onpage optimization should be started before any offpage measures are initiated. Because you don’t get a second chance to make a first impression. If you disappoint users’ expectations, even a social media campaign won’t help much. But on-page optimization is not a one-time affair.
There is always a need for optimization. Content should be kept up to date and presented attractively. Design and functionality of the page must remain up to date, especially with regard to mobile usage. Behind the scenes, meta tags, HTML formatting, and technical niceties like robot.txt must always be kept up to date. For SEO, it is also crucial to always consider the measures in the context of current developments at Google and other search engines.