Nothing about your business should be ‘set and forget’, least of all your website on-page SEO. Your on-page is the tool that attracts traffic, educates and entertains, and ultimately converts your audience to a paying customer and brand advocate. Despite the power it wields, many businesses fail to conduct regular website hygiene checks of their on-page content, significantly undermining their SEO efforts. Let’s review why this is an important initiative:
Reassessing your keyword strategy
Your on-page content serves a greater function than simply outlining your goods and services, it contributes to your on-page SEO. Review each webpage and ensure that there are two keywords being utilized throughout, your primary and secondary keywords. These keywords will speak to your larger strategy that you would have researched using the Google Keyword Planner Tool. H1 and H2’s that include your keyword will also pack more of an SEO punch, although use these sparingly as too many can have a detrimental impact on your search efforts and user experience. It’s also important to remember that not all content is created equal and that you should be ensuring the placement of your keywords early on the page.
Keep your imagery optimized
It’s not just written content that is under the microscope here, as your images can also contribute to your on-page performance. We can be in such a hurry to upload an accompanying image that we don’t take the time to title the image with our keywords in mind. Not only should the image file name include your keyword, but you should also include your primary keyword in the Alt Tags section of your WordPress Media Library. Image optimization is often glossed over when conducting an on-page hygiene check, but skip this step at your own peril. Image labels improve your on-page SEO and ensure that the image in question will appear in a SERP when using those relevant search terms. Image size is another consideration for on-page optimization, with uncompressed images being the key culprit for slow website speed.
Guarantee quality links, internal and external
Linking to reputable third-party websites that are relevant to your subject matter will aid your audience in their decision-making process, and it will signal to Google that your website is a reputable resource that searchers are looking for. The same care should be shown to your internal links, so take the time when deciding which blog to link through to from another blog.
Stretch your content
Regular on-page SEO hygiene checks will flag whether or not you are splicing enough variety into your content. More importantly, are you using a combination of short and long-form on-page content? Your website should not feel like a static platform that merely introduces an idea, but rather it should be a holistic unit of information that works to keep your audience on-page and engaged. Throughout this on-page content, work on stretching out your keywords to ensure that you are hitting all search terms. ‘POS’ maybe your primary keyword, but you should also be using ‘point of sale’ in tandem to account for those search terms.
It’s not just content faux pas you should be looking out for, as your technical performance can have a devastating effect on your SEO if not corrected. Your Schema Markup is code that you put on your website to communicate with the search engines about what your website is, thereby allowing for the right traffic to be directed your way. This was once an arduous task that required deep coding, although fortunately, businesses can achieve this core function by using a plugin. Each time you conduct an on-page hygiene check, be sure to check in with your Schema and revise accordingly.
Putting off these important hygiene checks will do you no favors, and you could even uncover issues that go deeper than your on-page performance. A regular hygiene check will keep you vigil in detecting the above areas, so track your traffic and listen to what your analytics are telling you so that you can identify and optimize any shortfalls in your on-page SEO.