Ranking high in the SERPs takes a lot of effort. To be successful, make sure your page offers supreme value and a unique experience for your target audience. In this article, we will discuss how on-page SEO can improve the quality of your page so that it has the power to stand up to the top competitors.
What is on-page SEO and why is it important?
On-page, or on-site, SEO is the process of optimizing page elements for specific keywords to improve page ranking and user experience. Under the elements of the page, we observe:
Content quality Keyword density Title and description URL structure Page experience Media optimization Internal and external links, etc.
These page elements are the main points of communication between the page, the user and the search engines. When it comes to SEO, every element on the page can be improved to improve the user experience and to tell search engines more about your pages. This increases the possibility that your pages will rank higher in search and get more traffic.
On-page optimization with an on-page SEO checker
On-page SEO includes a variety of tasks for each element on the page, but some are easy to miss. To stay on track, use an automated tool with a step-by-step checklist and helpful tips. You can still complete most tasks manually, but on-page SEO checkers help you perform on-page optimization more efficiently.
Most SEO checkers analyze pages from the point of view of search engines. They evaluate technical parameters and present a list of issues that may influence the rankings.
Some tools offer in-depth analysis. They compare target pages with direct competitors and estimate the range of recommended metrics. Recommendations are more accurate because they are based on relevant competitive metrics and aspects rather than general benchmarks.
One of SE Ranking’s advanced tools is the On-page SEO checker. This AI-based tool helps check and optimize pages for best SEO results.
Let’s move on to dissecting the on-page optimization process.
Step 1. Identify pages to optimize
Before performing on-site SEO, you need to identify the pages that require optimization.
Signs that the page needs improvement include:
Traffic is slowing down. While investigating this issue, carefully study your Google Analytics reports.Page potential is decreasing. If your search visibility or number of clicks continues to decrease over time, your ranking position has dropped. Monitor these metrics by checking Google Data Studio or Google Search Console.The page has fallen off the SERP completely. This is often related to keyword usage, so you’ll need to track your keyword rankings and analyze your competitors.Business performance is deteriorating. When performance metrics such as conversion rates or profits drop, some page elements may be underperforming or pages may not be optimized for SEO.
Important tip: Optimize only pages that show negative dynamics or stagnation. Don’t try to improve pages that are already growing.
Step 2. Run an audit and assess the quality of the page
The next step is the page audit. SEO audit is the process of checking the overall standards of page elements and identifying issues that prevent the page from ranking high in search results. Users can manually audit pages or use simple plugins that measure important SEO metrics such as keyword length and density. Consider using automated tools that allow for more accurate audits.
After using your auditing tool to analyze the elements of a page and identify errors, you can assess the quality of the page. The more errors your page has, the lower the quality. Optimizing every page element for your target keywords will improve the quality of your page.
How to run page audit with SE Ranking
Parameters that affect your audit results include: Enter your page URL, select your target placement and keywords, and set the depth of your analysis. SE Ranking’s range of locations is worldwide. You can also compare your page against up to 50 SERP rivals.
The results panel includes the page’s overall quality score. SE Ranking checks 94 parameters and calculates an overall quality score (on a scale of 0 to 100) based on their impact on SEO.
You will also find settings related to backlinks in the dashboard. These parameters do not affect the quality score, but they help you make informed decisions and give you greater perspective.
You’ll also find a short benchmark comparison of your closest rivals on the dashboard. Review this section to discover who your competitors are, how they got into the SERP, and what insights you can apply to your page.
Step 3. Compare results with competitors
Conducting competitive research can help you find out how pages similar to yours got to the top of the SERP and how to beat them.
Check your competitors’ overall page quality, examine page elements, pay attention to their backlinks and referring domains, and evaluate technical metrics. Review how they use keywords in titles, descriptions, and throughout the page. Also, review the type of content they offer and check for weaknesses related to their content strategy.
As you analyze your competitors’ strengths and weaknesses, you’ll discover best practices that can be applied to your page, including mistakes to avoid.
Competitive analysis with SE Ranking
SE Ranking includes a separate tab specifically for competitive analysis. Here you can easily compare your on-page SEO parameters with your competitors:
Check keywords and related metrics: volume potential, count and density – review the main and secondary content of the page. Examine the page structure, review the titles, descriptions, headings and essential elements of the page. Analyze the length of the item and the keywords used. Evaluate their technical metrics, including Core Web Vitals.
Use the insights you’ve gathered from your competitors’ page structure, content, and technical parameters to find new keyword opportunities to further optimize your page and improve your rankings.
Step 4. Prioritize SEO issues and set tasks to fix them
By now, you’ve analyzed the page, identified issues, and examined competitors. The next step is to organize your workflow.
On-page SEO includes addressing issues with on-page elements, content quality, keyword density, on-page experience and usability, and internal and external linking. Pay special attention to critical errors and address them first. These issues have the most impact on page quality and ranking.
Once you’re done with the critical issues, implement new ideas borrowed from competitors.
Identification of errors with SE Ranking
Automated tools do the work for you so you can focus on what’s important. For example, SE Ranking divides all problems found into several groups:
Bugs: Critical issues that should be fixed first because they have the most negative influence on page rankings. Warnings: Issues that have a medium effect on ranking and should be taken into account. Notices: Issues with minimal impact.
Most SEO platforms suggest a step-by-step plan based on the issues. With SE Ranking, you can easily manage your workflow and add new tasks:
Ignore tasks irrelevant to your project goals. Create new tasks and add them to the project. Change the status of the task to Done and see how it affects the quality of the page. Export the report in .xls or .csv format.
Step 5. Getting tangible on-page SEO results
Please recheck the page quality level after all issues have been resolved. If it’s close to 100, your page is ready to hit the top of the SERP.
SE Ranking gives you full control of your on-page optimization project, and lets you see the results on a real-time dashboard. Track changes to see your page move up in rankings.
Bonus: How to take a data-driven approach to building new pages
Fixing page issues can be quick and easy, but wouldn’t it be better to have this data before you create the page?
Before building a page from scratch, consider analyzing the SERP to better understand:
Who are the competitors and what parameters allow them to rank high? What keywords should be used and where should they be placed on the page? What kind of content should be produced? How many backlinks should you get to keep up with the competition?
With professional SEO tools, such as SE Ranking SERP Analyzeryou can analyze the content, backlinks and technical metrics of the SERP leaders and get an in-depth report on each page, including actionable recommendations.
With this data-driven approach, you can determine if you can get to the top of the SERP, how to do it, and how much effort it will take.
Let’s recap.
On-page optimization is an ongoing step-by-step SEO process:
Identify pages that need improvement. Perform a page audit and assess the overall quality of the page. Compare your target page with direct competitors and similar pages to find new opportunities. Discover, prioritize and fix problems on the page. Create additional SEO tasks and improve your page.Monitor changes in page quality and ranking.
On-page SEO is the easiest way to improve your ranking. If you do everything right, you can see quick and tangible results.
New in Search Engine Land
About the author
SE Ranking is a powerful cloud-based SEO and marketing platform with over 30 tools and features. With over 500,000 users worldwide, it gives entrepreneurs, SMEs, agencies and companies everything they need to get their websites to the top of search results and stay there, including advanced competitive research and keywords, ranking tracking in all major search engines, technical and SEO website auditing, backlink analysis and tracking, and more. All housed in an intuitive and easy-to-use interface, the all-in-one platform can help you get the most out of your digital marketing activities and drive better sales results.
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