After the keyword profile has been determined that a business would like to target through SEO, a variety of on-page SEO elements will need to be implemented. For SEO, each page of a website needs to have a key ‘goal’ in terms of the question it is wanting to answer or the type of content it wants to provide. For example, if a website aims to provide comprehensive information about businesses servicing the Darwin area, it would have a list of businesses operating in the Darwin area, with Darwin storefront imagery, reviews from Darwin locals, service summaries for each Darwin location and perhaps a video to assist users who prefer this form of content. Each page needs to be comprehensive and answer the Darwin searchers intent.
A few key elements of on-page SEO include:
Meta title tags
Meta title tags help show search engine crawlers and users what a page is about. This on-page SEO element is shown on the search engine results page above the meta description and if referred to during content creation can provide structure for the on-page SEO content. While not as impactful in terms of SEO as an H1 tag, meta title tags are still valuable as they can increase click-throughs to a site. The general SEO guideline outline meta title tag length to be 55-60 characters long but this often varies across different devices.
Meta description tags
Much like Meta title tags, meta description tags show search engine crawlers and users alike what a page is about, often in more detail because they have a longer character count. They are also shown on the search engine results page and provide a content snapshot of what a user could expect if they click on a website. While they are an element of on-page SEO, it’s important to note that meta description tags are not actually shown anywhere on the page, the tags are purely for use by search engine crawlers to advertise or promote your content to its users.
Page content offers businesses the opportunity to answer questions, provide information or sell a product or service to a customer looking to make a purchase and is the most important aspect of on-page SEO. If the content is written in a comprehensive, easy to read manner, it is more likely to be rewarded with first page results.
A few key elements need to be asked when building out page content are:
Is the content as comprehensive as it can be?
Google’s Panda update actually favours comprehensive, unique content. By comprehensive, we don’t mean long-winded content over-optimised for SEO; think quality over quantity. If it takes 5,000 words to provide valuable, comprehensive information content on a topic then so be it. But don’t build out pages with thousands of extra words to simply outwrite competitors - this can provide a poor reading experience for the website user and is the opposite of what Darwin SEO is about.
Don’t create new pages before looking at existing pages and assessing whether or not more information, imagery, structure or links to additional content can be added. More often than not the existing pages on a website offer huge untapped traffic resources which should be capitalised on before new pages are created.
Does the content answer search intent?
Search engines provide information to the questions users ask. In order to provide the best experience for its users, search engines need to provide quality, in-depth content resources to its users. Each page needs to answer a clear set of questions and provide specific information to address key search intentions. If the page is too broad and provides a limited amount of information on a range of totally different topics, the first step for SEO should be nailing down this content and retargeting it for a set of new search queries.
Alt attribute tags
Alt attribute tags provide mark-up for non-text resources like images. Alt attribute tags are essential for SEO and help search engines understand elements on a page it cannot crawl. This mark-up determines how much Darwin search traffic images will source through image search engines like Google Images. Alt attributes, especially for images, provide a fail-safe in the case an image gets deleted - instead of displaying a broken image, the website visitor will see a description of what image was supposed to be displayed, if it wasn’t for the image not being available.
As with any component of on-page SEO, over-optimisation for core keywords can lead to keyword stuffing and other on-page SEO issues. Alt attributes offer a description for website users who cannot see or who are using text to speech, which is core to providing an exceptional user experience, no matter the users’ capabilities. With any kind of on-page SEO, the goal is to provide accurate, in-depth descriptions.
Schema & structured markup
The goal of SEO Darwin is improving a businesses visibility online and helping search engines understand the contents of a site page. While schema and structured data are not likely ranking factors, it can help users in clicking one business over another. Elements such as reviews, FAQ information, publish dates and company information are all examples of structured markup data. When performing SEO for Darwin based search, we recommend taking a look at your competition on the search results page and identifying what they are not implementing and capitalise on it. For example, if none of your competitors in Darwin are using review markup, those bright 5 stars under your website will attract more attention to you.