With over 3.5 billion Google searches made every day, and the number of searches growing by 10 per cent each year, it’s no surprise that more and more brands are prioritising SEO.

But in order to generate ample organic traffic, your website must feature on-page content optimisation. From product pages and service descriptions to blog posts and video webinars, every type of content requires a different approach towards optimisation, but it all needs to be high quality and high value.

The best way to go about this is to optimise content as you create it, monitor performance on your chosen analytics platform, and re-optimise as time goes by.

How to optimise web pages for search

In the early days of SEO, keyword stuffing was enough to optimise a web page. But as search engine algorithms got smarter and guidelines became stricter, it soon fell under the umbrella of black hat SEO.

These days, you’ll need to use a content optimiser tool to help you include your primary keyword phrases alongside focus terms that Google expects to see on your landing pages. Not only will this demonstrate your depth and expertise, it should also provide users with a valuable experience.

After all, high quality content is essential to the success of your on-page optimisation efforts. Factors like uniqueness, length, links, anchor text, headings, grammar, syntax and readability will all influence whether or not your content ranks.

How to optimise HTML tags and technicals

It’s easy to feel intimidated by the thought of optimising HTML tags and technicals if you’re not an SEO expert. But making adjustments is usually straightforward, especially with popular CMS platforms like WordPress.

What you’re trying to do here is make it easier for search engines to crawl your site with key information. Ensuring your target keywords are included in your primary HTML tags is crucial if you want to see tangible results in increased organic traffic.

Most CMS platforms will have plugins for this very purpose. Yoast SEO is a popular option for WordPress, while Chrome Extensions including SeeRobots can help with inspecting and updating HTML content. 

How to use analytics to monitor on-page optimisation

What’s the point in giving on-page optimisation a go if you don’t know whether it’s even worked? Tools like Google Analytics and Google Search Console will provide you with valuable data about your organic search traffic, who is visiting your site, and insights into how you could improve your metrics.

When it comes to Google Analytics, the main things to look out for are click-through rate (CTR), page views, sessions, pages per session and bounce rate. Don’t be fooled into thinking your total number of users is the magic number – you’ll also need a low bounce rate and high session duration to achieve a good ranking.

In Google Search Console, you can submit sitemaps, access crawling and indexing data as well as improve your mobile usability thanks to its rich insights. You’ll also be notified of any problems or issues with your site.

How to refine your SEO strategy

Even if you’ve conducted the most comprehensive on-page optimisation campaign imaginable, SEO success doesn’t happen overnight. It’s a repeat process of creating high quality content followed by continual tracking and monitoring. This will help you refine your future SEO efforts for even better results.

If your content doesn’t rank as expected, it could be because:

  • Your target keywords are too competitive – No matter how in-depth the content is, a new site will struggle to rank for keywords with an organic difficulty greater than 20.
  • Your content score is too low – There’s a chance your content score is not utilising focus terms as effectively as it could be.
  • Off-site factors are holding you back – Some of the most powerful search factors that drive rankings relate to off-page optimisation, such as the authoritativeness and strength of your backlink profile

How to keep driving traffic and conversions

Creating new content for more keywords phrases is all well and good, but taking the time to update and capitalise on the work you’ve already completed can be just as effective. After all, it will have accumulated backlinks, earned traffic and captured leads already.

Start by including top performing content in your XML sitemap, which will guide organic traffic to the right places. Any under-performing content can be a candidate for less competitive search queries.

You should also add lead captures to pages with high traffic but low conversions. A refined content strategy prioritises conversions, as they help turn your increased site traffic into revenue.