SEO Basics: 4 Rules For A Successful On-Page Optimization

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of central technical, content and structural aspects of a website. The goals of On-Page optimization are improving the visibility in search engine results and improving the user experience.

The following SEO rules show how On-Page optimization can work best for your website. Particularly, we will show you how to make your website satisfy search engines and visitors alike.

1. Sensible use of keywords

Keywords are the central element of research on the Internet. The users use them to formulate their wishes, and the search engines can react correctly with the appropriate indexing. It is not the excessive concentration of keywords in texts that is decisive, but the interaction of several factors.

For the main keywords, a share of one percent in relation to the total number of words in the text is now sufficient. If the keywords appear within the HTML website code in the form of H1 headings and in the first 3 sentences of a paragraph, they are the first choice for web crawlers. Of course, the use of these keywords in Meta Title and Meta Description is very important. A keyword achieves the best effect when it appears in domain names.

2. Clear website structure

The better a piece of information is structured, the easier it is to incorporate the contents of the website. This applies to the human mind as well as to machine logic. Instead of writing treatises page by page, the information on a website should be prepared in such a way that it constantly leads forward: crisp headlines, short paragraphs, meaningful images.

Secondary aspects can be treated on subpages. This internal linking is not only ideal for the user, but also signals to the search engine how important a page is. Subpages are all the more relevant the more internal links refer to them. The presentation of the structure of a website by means of a sitemap helps web crawlers and visitors alike to find their way around the website. This not only applies to important content, but also to images, videos, news or mobile content. Individual aspects also help to guide users to the website. This is achieved in particular with so-called rich snippets –reviews, events, people, music videos, recipes or special products. If these formats contain elementary references to the own website, not only the users but also the web crawlers will be pleased.

3. Demonstrate online competence

Preference is given to competent texts that are comprehensive, but as short and concise as possible, while at the same time dealing with a topic in sufficient depth. For reasons of content alone, it is not possible to dismiss user questions with a few generalities. A small website doesn’t have to go that far, but a minimum amount of information should be kept.

Competence is also shown in the selection of the right image and video material. The most important thing: constant updating. Users want fresh information. Every update also contributes to a better ranking in the search engine. Competence is not an end in itself. It is not (primarily) about the self-presentation of the website operator, but about the concerns of the interested parties.

4. Use image files and videos effectively online

The search engine cannot index visual representations, but it can index the file name or a short description. It is therefore useful to include the keywords in the naming of files and use them for a short description, for example in the title of a video or product photo. In this way, users are also sure that they want to see exactly this video. Overloading the website with animations, which prolongs loading times, is counterproductive. Long waits are not desirable. Users usually continue clicking after a few seconds in which nothing happens.

The rules of On-Page-optimization described here are far from being exhaustive. As a general rule, relevant keywords should always be used whenever it seems possible (for example, also in a URL, in an image or in the description of products). In addition, all things that benefit the users are considered positive. Above all, remember that On-Page SEO is a continuous process that should never be neglected.

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