On-page SEO: 6 tips to help you succeed

1. Include keywords in the H1

So-called "header tags" are HTML elements used to identify headings and subheadings in your content. These header tags range from H1 to H6, with the H1 being the main heading.

By including the keyword in the H1, you increase the likelihood of ranking in the following ways:

• Make your content easier and more satisfying to read.
• Make it clear to search engines what your content is about.
  

2. Include keywords in meta title & description

A meta title appears as a heading below the URL in search results. Meta titles are a ranking factor that also gives readers information in search results about what the page is about.

Readers often look at the meta titles to determine if the content matches their search intent. Using keywords in the meta title can therefore increase relevance and the likelihood of more people clicking and reading your content.

Similarly, it can be useful to include keywords in meta descriptions, which appear below the meta titles in the search results. Google claims that meta descriptions are not a direct ranking factor. However, it can give the reader a better understanding of the page's content and increase the likelihood of them clicking.

3. Optimise URLs

URL structure is another valuable SEO factor. When you create a URL that includes keywords, it becomes more obvious what the page is about, both to the reader and the search engine.

However, it is important that URLs are short and concise. Use as few words as possible and avoid superfluous middle words.

4. Use keywords frequently in the text

Content is perhaps the most important thing for ranking high. In fact, it is often the most difficult to achieve. How to create engaging and relevant content is a science in itself, which we'll leave for another (maybe future?) blog post.

Of course, from the perspective of keyword research, it's important that the content is about the keyword you're trying to rank for. Therefore, it tends to be good to use the keyword several times in the text.

A rule of thumb is to use the keyword once in the first 100-150 words. Preferably in the first paragraph of the text. After that, it can be good if it is mentioned at least 2-3 times in the rest of the text.

However, it is important not to overuse keywords through so-called "keyword stuffing". Keyword stuffing means that you overuse keywords in an unnatural way to manipulate the search results. In the worst case, it can hurt you. So – keep your content natural and relevant.

5. Add internal links

Linking to other relevant pages helps readers navigate your website and find more information. It also helps Google index and understand the pages on your website.

Internal links can send page authority to important and relevant pages. That's why it's particularly important to link from highly ranked pages. But remember to link only to relevant pages.

Try to include at least one internal link per page. It's also good if you include the keyword in your anchor text – that is, the clickable link.

6. Rich Snippets and schema.org

One last tip is to work with structured data. Using schema.org, you can structure your data and help search engines understand your content.

When you structure your data with schema.org, you can also increase your visibility in search results. Through rich snippets, the search engine displays data such as text, images, ratings or other information that you have provided and that Google considers relevant.

This increases your visual visibility and can make you stand out in the search results, while providing more information to the reader.

Creating a Schema markup may sound complicated. But nowadays there are many tools and aids to make it easier. One option is to use Google's own Structured Data Markup Helper.