{"id":39459,"date":"2018-05-25T07:32:17","date_gmt":"2018-05-25T12:32:17","guid":{"rendered":"https:\/\/crazyeggblog.wpengine.com\/?page_id=39459"},"modified":"2025-06-06T17:52:21","modified_gmt":"2025-06-06T21:52:21","slug":"on-page","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/on-page\/","title":{"rendered":"What is On-Page SEO and How it Can Affect Conversions"},"content":{"rendered":"

Optimizing a site can be a complex process.<\/p>\n

After all, Google\u2019s algorithm takes over 200<\/a><\/u>\u00a0factors into consideration when ranking sites, so there are a lot <\/em>of elements to optimize in order to achieve the rankings you want.<\/p>\n

These factors take place both on your site, and on other online properties \u2014 and in order to succeed in improving your online visibility, it\u2019s essential to understand the difference between on-page and off-page SEO<\/a>.<\/p>\n

On this page, we\u2019ll focus on on-page SEO, or the process of optimizing the elements on your site that impact your ability to rank in search.<\/p>\n

We\u2019ll go over what those elements are how to optimize them correctly, as well as how they can affect your site\u2019s overall SEO.<\/p>\n

What is On-Page SEO?<\/h2>\n

On-page SEO includes all of the elements that live on the pages of your site.<\/p>\n

You have the most control over these factors, as you can optimize them by editing your copy, content, and HTML.<\/p>\n

Optimizing these factors can be time-intensive, but it\u2019s entirely under your control.<\/p>\n

Once you\u2019ve determined how you want to set up each of your pages, you \u2014 or your SEO team \u2014 have the power to make these changes happen without any outside help or permission.<\/p>\n

Now, let\u2019s take a look at the factors you\u2019ll need to consider when improving your on-page SEO.<\/p>\n

Title tags<\/h3>\n

As the name implies, each page\u2019s title tag serves as that page\u2019s title \u2014 and they should be unique for every page on your site.<\/p>\n

A page\u2019s title is the first thing that appears in search results. For example, in the following screenshot, the page\u2019s title tag is \u201c13 Essential Coffee Shops in Charleston \u2014 Eater Charleston.\u201d<\/p>\n

\"OUATzAm<\/p>\n

You get a limited amount of space in search results, and your title tags are your biggest opportunity to make searchers want to click. So as you write them, spend time determining how to best describe what each page includes, and what users stand to gain by visiting.<\/p>\n

It\u2019s also a good idea to include your target keyword in your title tag. This helps Google understand what your page is about, and signals to searchers that the page contains the information they\u2019re looking for.<\/p>\n

Meta descriptions<\/h3>\n

Meta descriptions are the brief snippets that appear below the title tag in search engine results.<\/p>\n

Using the same example as above, check out the meta description for this roundup of coffee shops:<\/p>\n

\"fRSQ<\/p>\n

A meta description should essentially give a general overview of the content on a page and make users want to visit.<\/p>\n

Alt text<\/h3>\n

Alt text is an HTML element that describes what\u2019s being displayed<\/a><\/u>\u00a0in an image.<\/p>\n

\"zvyw8mHSnfK6ZwRFz342OL0MPxNXtyq4EuHfOuHbfhGIRTnRUBDzf9ea172rWCqujLvg4xH3vKCh1Tu7yXKOO0GSf<\/p>\n

This is important for two reasons.<\/p>\n

First, since search engines can\u2019t see and understand images the same way that human users do, alt text helps them determine what\u2019s being displayed.<\/p>\n

Alt text is also used to help blind and visually impaired users better understand what\u2019s on a page.<\/p>\n

Between these two purposes, including alt text for each of your images is extremely important.<\/p>\n

And this doesn\u2019t need to be a complicated process, either.<\/p>\n

Writing simple, straightforward captions that accurately describe what each image or graphic shows can go a long way in helping search engines classify your images.<\/p>\n

Plus, since we know that user experience is extremely important to Google, taking a step that makes your content more accessible to all users can only be a good thing.<\/p>\n

Optimized URLs<\/h3>\n

Your individual page URLs can help Google more accurately classify the content on your pages.<\/p>\n

As a standard practice, make sure that your URLs make sense. You can also include keywords where they make sense.<\/p>\n

That being said, you\u2019ll also want to keep your URLs relatively simple. One study showed that shorter URLs actually\u00a0<\/a>correlate with higher rankings,<\/a><\/u><\/p>\n

\"nVPkjjlAyQiJEaSHIrX<\/p>\n

So as you create your page URLs, aim for short, simple, and relevant.<\/p>\n

Page speed<\/h3>\n

Users don\u2019t like to wait for slow-loading pages.<\/p>\n

In fact, a recent Google\u00a0<\/a>page speed benchmarks<\/a><\/u>\u00a0study showed that when page load times increased from one to three seconds, the probability of a bounce increased by 32%.<\/p>\n

\"TWee17O<\/p>\n

It should come as no surprise, then, that page speed is a factor in Google\u2019s algorithm.<\/p>\n

And in January 2018, Google announced<\/a><\/u>\u00a0that it would start taking mobile load times, specifically, into account when ranking results.<\/p>\n

If you\u2019re not sure what your site\u2019s average load times are, you can use Google\u2019s PageSpeed Insights<\/a><\/u>\u00a0tool to see where you stand. This report will also provide suggested steps you can take to improve your results.<\/p>\n

Internal linking<\/h3>\n

Links are what connect your pages to one another and help your visitors find the information they\u2019re looking for.<\/p>\n

They also play a role in how search engines find and index new content on your site.<\/p>\n

This means that if you add a page, but don\u2019t have any links pointing to that page, Google won\u2019t necessarily find that page and rank it in search results.<\/p>\n

So ideally, your pages should be logically connected together with a web of internal links that looks something like this<\/a><\/u>:<\/p>\n

\"internal<\/p>\n

As you look for opportunities to improve your site, make sure to take your internal linking structure into consideration.<\/p>\n

If you identify any pages that don\u2019t have many (or any) links pointing to them, adding new links where they make sense can help both users and search engines find those pages more easily.<\/p>\n

Headings<\/h3>\n

You can use headings break up the content on a page into sections.<\/p>\n

From a user experience standpoint, this makes it much easier to scan a page for specific pieces of information. And from an SEO standpoint, headings help search engines better understand the main points of that page.<\/p>\n

In one study,\u00a0<\/a>pages with styled H1 tags<\/a><\/u>\u00a0had a slightly average higher ranking than those without.<\/p>\n

\"q3H82WbJsfe4MPH0QzV6BKtZ0CUjG2Ch0zVS1jvY<\/p>\n

So as you style your pages, look for opportunities to break your content into sections and subsections, then name them accordingly.<\/p>\n

Responsive design<\/h3>\n

In 2017, mobile users accounted for over\u00a0<\/a>50% of all web traffic<\/a><\/u>\u00a0worldwide.<\/p>\n

\"tKove2hM3q711C6hc4U5UEZNO7Ljw9Fsch0AGexM<\/p>\n

Keywords<\/h3>\n

Keywords play an essential role in how Google determines the most relevant results for any given search.<\/p>\n

When a user types a string of words or phrases into the search bar, its algorithm needs to find content that matches that search.<\/p>\n

As a result, identifying the keywords your target audience searches is an important step in the SEO process. You can use keyword research tools to determine the exact words and phrases searchers use to find products, services, and businesses like yours.<\/p>\n

Then, you can incorporate those keywords into relevant pages on your site.<\/p>\n

This way, it\u2019s clear that your site provides what your audience is searching for \u2014 and Google can rank your pages accordingly.<\/p>\n

Relevancy<\/h3>\n

Keywords have always played a role in how search engines rank content, and that still holds true today.<\/p>\n

But as algorithms become more advanced, they also take the relevancy of a page\u2019s content to a user\u2019s search into consideration.<\/p>\n

This means that incorporating specific keywords into your title tags and headings is no longer enough. You also need to provide information that matches the intent behind those keywords.<\/p>\n

From a user standpoint, this is a huge benefit. As searchers, we can be confident that the pages we see on the first page of results include content that\u2019s relevant to what we\u2019re looking for.<\/p>\n

And from an SEO standpoint, this is great news for site owners who are willing to put in the time and effort it takes to create helpful, in-depth content.<\/p>\n

The more relevant your content is to searchers\u2019 needs, the better you\u2019ll rank in search results \u2014 giving you an edge over any competitors still focusing solely on keywords.<\/p>\n

User experience<\/h3>\n

When it comes down to it, Google\u2019s goal is to provide a great browsing experience for its users.<\/p>\n

And while content plays a major role in that goal, their algorithm also takes the quality of the user experience each site provides into consideration.<\/p>\n

After all, if a page doesn\u2019t load correctly, or is difficult to navigate, it doesn\u2019t matter how great the content is. The user will likely leave anyway, in search of a page that\u2019s easier to access.<\/p>\n

This means that as you optimize your site, you need to pay attention to the factors that impact how it displays and functions on users\u2019 browsers.<\/p>\n

Make sure that it\u2019s easy to navigate, and that it displays well regardless of the device a user accesses it on.<\/p>\n

This way, you can be confident that your rankings aren\u2019t being negatively affected by technical issues \u2014 and that you\u2019re not missing out on potential customers due to problems with usability.<\/p>\n

On-page SEO Tools<\/h2>\n

Optimizing all of the on-page factors we\u2019ve covered on this page takes time.<\/p>\n

Fortunately, there are a few tools you can use to identify opportunities for improvement and simplify the SEO process.<\/p>\n

1. SEMrush<\/h3>\n

SEMrush<\/a><\/u>\u00a0is competitor research tool that can be extremely helpful for seeing what your competitors are doing well, how your site stacks up, and whether they\u2019re taking advantage of any opportunities that you\u2019re missing.<\/p>\n

\"gObDdfF2hl9scNjXZ7PehWbDz0gaGOlgRdcb3SarrFs3qe06DSFE1vWkAUn16KAB<\/p>\n

For example, if you enter a competitor\u2019s domain name, you can see a full list of all of the keywords they currently rank for.<\/p>\n

If you\u2019re not yet targeting any of the keywords in this report, you can add them to your strategy and start competing for that traffic.<\/p>\n

2. Ubersuggest<\/h3>\n

Ubersuggest<\/a><\/u>\u00a0is a free keyword research tool designed to help you uncover search queries related to your target keywords.<\/p>\n

\"2i9dpASjdusSKsm4CID8Gn4<\/p>\n

Enter a keyword, and you\u2019ll see a list of related searches \u2014 all of which are pulled from real Google search data.<\/p>\n

If any of these are relevant to your site, you can add them to your strategy with the confidence that your target audience is already searching them.<\/p>\n

3. Crazy Egg<\/h3>\n

Improving your site\u2019s user experience can be a challenging goal, especially if you\u2019re not sure where to start.<\/p>\n

Crazy Egg\u2019s heat map reports can help you identify where your site\u2019s issues lie, and where you can improve your pages to provide a better browsing experience.<\/p>\n

\"pasted<\/p>\n

Heat maps overlay real user data on screenshots from your site, giving you an in-depth look at how visitors interact with your pages.<\/p>\n

This can show you where they\u2019re clicking, where they\u2019re not <\/em>clicking, and what\u2019s preventing them from taking the actions you want.<\/p>\n

Then, you can use this information to eliminate distractions and usability issues, improving the overall user experience your site provides.<\/p>\n

How On-page and Off-page Can Affect Your Traffic And Conversions<\/h2>\n

In a broad sense, on-page and off-page factors both play a role in your site\u2019s rankings in search results.<\/p>\n

But to illustrate why they matter, let\u2019s take a look at the roles they play in increasing traffic and conversions.<\/p>\n

Off-page SEO increases visibility<\/h3>\n

Links from reputable sites are how Google determines your site\u2019s value and credibility.<\/p>\n

As a result, they play a huge role in how well you can rank in search results, and your overall online visibility.<\/p>\n

On-page SEO improves traffic quality<\/h3>\n

The fact that off-page factors play a bigger role in visibility might lead you to believe that they\u2019re more important than their on-page counterparts.<\/p>\n

But that\u2019s simply not true.<\/p>\n

After all, the goal of an SEO strategy isn\u2019t just to attract traffic \u2014 it\u2019s to attract qualified <\/em>traffic.<\/p>\n

So while high rankings might drastically increase the number of visitors your site gets, those visitors ultimately don\u2019t matter if they don\u2019t convert into customers.<\/p>\n

The only way that will happen is if your site contains content that\u2019s optimized to attract your target audience, and written in a way that will convince them to make a purchase or become a lead.<\/p>\n

And that\u2019s entirely determined by your on-page optimization efforts.<\/p>\n

Conclusion<\/h2>\n

To be effective, your SEO strategy needs to include a balanced mix of both on-page and off-page tactics.<\/p>\n

And when you work on the on-page factors on this page, you can improve the value your site provides to users.<\/p>\n

Optimizing elements like title tags, headings, body copy will help your target audience easily find that pages and information that\u2019s relevant to their needs.<\/p>\n

Then, improving your site\u2019s speed and other user experience-related factors will ensure that they have a positive interaction with your brand every time they visit.<\/p>\n

And when paired with a strong off-page SEO<\/a><\/u>\u00a0strategy, this can have a major positive impact on your ability to reach and attract qualified traffic.<\/p>\n

How do you approach your site\u2019s on-page SEO? <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Optimizing a site can be a complex process. After all, Google\u2019s algorithm takes over 200\u00a0factors into consideration when ranking sites, so there are a lot…<\/p>\n","protected":false},"author":195,"featured_media":39540,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_lmt_disableupdate":"","_lmt_disable":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[124],"tags":[],"class_list":["post-39459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"yoast_head":"\nWhat is On-Page SEO and How it Can Affect Conversions<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.crazyegg.com\/blog\/on-page\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is On-Page SEO and How it Can Affect Conversions\" \/>\n<meta property=\"og:description\" content=\"Optimizing a site can be a complex process. 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