Main On Page Optimization signals within SEO with some useful do's and don't when thinking to build a new page

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On-page Optimization – Lesson 2
Olatz Beitia

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• On Page Optimization
Introduction
• Relevancy and
popularity
• Title tags
• Meta descriptions
• Header tags
• URL’S
• Image Alt
• Internal links
• Keyword usage
• Sitemaps
• On Page – Don’ts
• Perfectly Optimize Page

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Introduction
Search engines use hundreds of signals to determine the best search results for any
given query. These signals can be categorize into 2 broad categories:
- Relevancy
- Popularity
In this lesson, we will speak about on-page signals or signals related to relevancy.
This signals tell users and search engines what a given webpage is about.
- Describe the 2 broad categories
- Recite best practices for on-page signals such title tags, header tags, URL’s, alt
text
- List and describe on-page SEO tactics we should avoid
- Describe how Natural Language aims to understand the meaning behind text

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Relevancy vs.
popularity
Title tags
Meta Description
URL’s
Alt Tags
Keywords
Duplicated Content
Header Content
Engaging Content
Inbound Links
Outbound Links
Reviews
Citations
Relevancy Popularity
On Page Factors Off Page Factors
Within ELPRO the Website Outside ELPRO Website

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Title Tags
 Single most important on page factor
 Express main intent of the website
 Shown directly in search engine results as well as in the browser
 High influence on Click through rate and people’s first brand impressions

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Meta
description
 This is text written by Content Managers, explains the contents of a web document
 This result is shown on Search result engine result pages
 There might be cases when where search engines will overwrite the description we provide
 However it has to be really irrelevant from Search engines.
 META descriptions do not influence directly in ranking, but they influence in Click Through Rates

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Header Tags
 Header tags break the information of a page into hierarchical order
 They USED to be important but it got abused, so now it hasn’t got as much
importance as it use to.
 Still a best practice to use header tag
H1
H2
H3
H3
H3
H2
H3
H3
H3
H2
H3
H3
H3
H1
H2

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 URL’s – Uniform Resource Locator
 This is the address of a web document which can be anything from PDF to images
 Very important on SEO for relevancy
 Keyword usage of the URL’s
 Keep them short to make sharing easier
URL’s

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URLS’s
A well-crafted URL provides both humans and search engines an easy-to-understand indication of what
the destination page will be about.
For example, the www.dpreview.com URL below is what we call a "semantically accurate" URL (it
accurately describes its destination):
This will provide visitors with an improved user experience by making it clear what they'll see if they click
the link. (Worth noting: Google has increasingly been replacing the URL within the search result snippet
area with a site name and breadcrumb path)
Subdirectories and Files Domain Name
Do not use too many subdirectories in URL’s
- It can be confusing, difficult to share and can
cause problems in older browsers
A domain name represents ELPRO online and the
first thing people see
Include Keywords in subdirectories and filenames
- Use keywords here only as many times as
absolutely necessary
Include keywords but don’t go overboard
- Keep it short and easy to share
- Don’t make it only about SEO, it has to be
understanding for humans

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Computers can’t see images the way humans can
 Alternative text (ALT) that shows when images are not able to be viewed
 Helps the blind people to extract meaning out of something they can’t see
 As Search engines are blind it also help them to understand the meaning behind the images
 They have little impact on ranking but it helps Search engines to understand what the page is about
ALT tags

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 Important for relevancy signals
 Internal links help humans and search engines understand the sections of ELPRO website
 They stablish information hierarchy for the given website
 Example:
<a href=http://www.elpro.com>Homepage</a>
Internal Links
Start
of a link
tag
Link referral location Visible Anchor
Text of Link
End
of a link
tag

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 When a search engine crawls ELPRO website it doesn’t look only to the
instances of the keywords, is more complex than that. Crawlers use a
technology called NLP (Natural Language Processing)
Keyword
usage
 They use algorithms to extract meaning from website copy
 They try to understand the meaning of the website, they DON’T just look for
keywords
 Search engines look for keywords and context
 Search engine Tools like Moz help SEO’s to make the best keyword usage when writing
content

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 Sitemaps allow both, humans and computers to better understand the structure and hierarchy of a
site
 There are 2 types of Site maps
 1 for Humans (HTML Sitemaps)
 1 for Robots (XML Sitemaps)
 HTML Sitemaps
 Generally found on the footer
 Show the mayor sections and hierarchy of a website
 XML Sitemaps
 Exists in the back end
 Formatted for Robots/crawlers and spiders
 Show search engines the hierarchy and priority of each URL
Site Maps

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On Page
DON’TS
 Keyword stuffing (using the same keyword all the time)
 Placing more instances of a keyword on a page will not increase rankings
 This was effective in the past, NOT now
 Search Engines find this spamy and can affect negatively on ranking
 Hidden Text
 Only search engines can read hidden text
 Back in the days it was very useful and had positive impact in Raking, however nowadays Search
engines can identify it thanks to computer science techniques and can impact negatively in
rankings
 Repetitive Anchor Text
 Content and link that are written only for Search engines will not help ranking
 Those include all those pages full of not relevant links driving traffic to not relevant content
 Confuse the user journey of humans when looking at the website and impact negatively in ranking
 NLP algorithms can recognize redundant links when something isn’t readable

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 Is impossible having an perfectly optimize lading page because the Internet is changing all the time
and Search engine algorithm is constantly changing.
 However those are few tips of a good Optimized Page
 Clear and Optimized title tag
 Optimized keywords closer to beginning
 Clear and enticing to users
 Attractive meta description
 Although not used for ranking very important for clicks-throughs
 Short and optimized URL
 Concise and easy to share
 Should have the keywords we try to rank for
Perfectly
optimized
Page

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 Effective Content Structure
 Title – Relevant and optimized
 Navigation
 Use of Images (with Alt tags)
 Well written Text
 Make the content engaging, relevant and shareable
 Bot accessible
 Good content alone isn’t enough
 We need to make sure our content is accessible to search engines (using open standards)
 Ie: HTML 5
 Social and Shareable
 Facilitate sharing by adding social sharing buttons, enticing users or including calls to action
 Multi Device Ready
 Ensure the content can be viewed on any device: Tablet, smartphone, TV, Desktop
 Impact in Ranking
Perfectly
optimized
Page

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