There is certainly not just one formula for optimising a page to do well in organic search. This article will provide you with the ammunition you need to:
- Outrank your competition in Google search
- Improve your organic click through rate and onsite dwell time
- Be considered a great source and earn links and shares across the web
- Get traffic from social networks
- Improve your page authority and hopefully get visitors to convert
Back in the day, one could just place keywords across the HTML code to show a page’s relevance to a query and that would cut it; unfortunately, those days are gone and doing so can easily land you in lots of trouble with the consistent Panda updates which make crawlers a lot smarter than they originally were.
Characteristics Of An Optimised Page
Unique, value adding Content
Put yourself in the mind of a potential visitor. Ask yourself if your content provides a comprehensive answer to a query? Is it a solution to a problem? What makes it different to what’s already out there? What will visitors take away from this page?
Remember, unique value is more important than unique content.
Great User Experience UX
A user-friendly site is one that is easy to navigate with an organised internal linking structure. It must take no more than 4 clicks to navigate to an important page from anywhere on the site. Ensure your pages are responsive with content that’s easy to understand; the page must also load in no more than 4 secs.
Crawler Accessibility of Site
Ensure the page is not blocked in robots.txt. Content must load in page’s HTML and not JS, iFrames or AJAX. It’s important that content on the page is unique only to that page and there is no duplicate content anywhere on the site.
Build Pages for Social Sharing
For many reasons other than social sharing, ensure that the page URL is descriptive and makes the page subject obvious. Include social sharing buttons on all pages, especially on the website’s blog articles.
Page Title Tag– Use the page's keyword at least once in the title, preferably in the beginning of the title. Titles will not only have a positive impact on your ranking but will also improve your click through rate.
Headline– It’s important that the headline (H1) and the page title complement each other. You do not want to take a visitor to an irrelevant page after having done so well to rank for it. Visitors will leave as fast as they got to the page.
Body Text– Your primary and secondary keywords should appear at least once in the page’s content. This is no licence to needlessly stuff in keywords as search engines have become smarter than that. You should be looking to write content that is original, comprehensive, relevant and useful.
Page URL– Content descriptive URLs not only help with search engine relevancy but can also be used as link anchor text.
Image ALT Tags– Always give every image on the site keyword rich titles (alt tags). The image will also appear in image search results.
Meta Descriptions– Though they do not have a direct impact on search ranking, they are quite useful if your keywords are included. This can improve your CTR and break through the clutter as your keywords will appear in bold text if they match a search query.