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On-page SEO
On-page SEO refers to the optimization of individual web pages to make them more readable, trustworthy and relevant for search engines. Key on-page factors include page titles, meta descriptions, headings, internal links, keyword optimization, image optimization, speed and more.
The goal is to have each page focused on a main topic and keyword while providing a good user experience. Pages must clearly and accurately represent what users will find on that page.
Proper keyword research ensures the selected keywords match user intent for searches. The keywords should then be naturally included in the appropriate on-page elements like page URLs, page titles, heading tags, content, links and image alt text. Over-optimization can harm a site. Crawlers look for a reasonable frequency of keywords within natural text. Technical elements like HTML best practices, internal linking, image optimization and fast page speeds also impact rankings.
Analytics helps determine which on-page factors drive the most traffic so they can be further refined. Regular audits check for issues like dense paragraphs, word-stuffing, orphan pages and thin content needing improvement. The site search and navigation functionality is also important for returning visitors to find what they need easily.
On-page optimization is essential but works best when fully integrated with off-page factors and content marketing. Together these provide search engines the complete context needed to properly understand and index websites and rank pages accordingly.