The Importance of On-Page SEO
During the early days of the internet, the key for a search engine optimisation company getting a high search engine ranking for any given website was good on-page optimization. Times have changed. Advances in search engine technology and changes in the online marketplace have led off-page optimisation to become much more critical in determining a website’s search engine ranking. Consequently, an SEO consultant will be paying less attention to on-page optimisation. This is a mistake. On-page SEO is still important. This article will explain why.
First, for readers who are unfamiliar with the terminology, SEO stands for Search Engine Optimisation. The goal of SEO for a search engine optimisation company is to get a website to rank as high as possible on a search engine’s results page. The higher a website ranks, the more people will visit it, and the more sales can be made.
On-page SEO refers to optimising every webpage in a website so that it will earn the highest possible ranking when explored by “spiders”, or search engine robot programs that constantly “crawl the web” looking for new web pages, evaluating them, and ranking them. For off-page SEO, an SEO Consultant will try to get as many other websites as possible to link to your page. The major engines such as Google rank this factor higher than several perfectly optimised web pages. Consequently, SEO Consultants are focusing more and more on off-page optimisation. On-page optimisation, however, still carries many benefits.
Getting a high ranking will ensure that more people will click on the link and visit a website. This does not necessarily mean, however, that the visitor will hang around and buy something. Many web surfers are just looking for information, not shopping. Many people (and perhaps you have been one of them) may click on a top-ranked website only to discover that it not as relevant to their web search as they’d hoped. Even if it is somewhat relevant, they may find the website to be poorly designed and of poor quality. They may instantly loose interest in favour of a lower-ranked but more relevant, professional, and user-friendly website. In other words, although off-page optimisation will get people to visit a website, it is on-page optimisation that will get them to stay and buy something.
Relevancy & Specialization
To ensure a high click-through rate, instead of designing a website and then trying to optimise it for rather broad keywords, a SEO Consultant would do better to choose specific keywords in advance and try to design the website around it. This will help an SEO Consultant capture the web surfers who are looking for specific information. These visitors, having found what they’re looking for, are more likely to stay on a website and make a purchase.
Lower Time Commitment
Maintaining high off-page SEO is a constant effort for an SEO consultant. They are constantly trying to get more web pages to have links pointing back to their customer’s website. In contrast, on-page SEO takes comparatively less time and work to do right. If search engine optimisation company optimise the web pages correctly when built the first time, they can leave them alone, yet still earn a high index ranking from every visiting search engine spider program.