Implementation of on-page SEO
On-page SEO is straightforward to implement in modern content management systems (CMSs) like Contentful, WordPress, Umbraco, or Drupal. If your site is still in the planning stage, make sure your developers build with a platform that allows you to add and edit these elements. Or, if you're building it yourself on a platform like Mailchimp, it should be easy to apply SEO practices.
Depending on the scale of the site you're optimizing, you might need (or want) to automate some elements of the implementation. For example, if you had thousands of meta descriptions you needed to add, a developer could use a simple script to create unique, optimized meta descriptions.
If your CMS allows you to bulk update pages on your site, you could achieve the same thing by building a CSV file for import, using the CONCATENATE function in Microsoft Excel. You could use a similar system for title tags and H1 tags, if required.
Of course, crafting individual metadata is the most comprehensive way to do on-page SEO, but it's better to be realistic about the work requirements and automate where necessary. However, always write unique, customized body content.
Avoid duplicate content
Wherever possible, try to ensure that every page on your website has unique content. That includes the body copy, title tags, H1 tags, and meta descriptions. This helps ensure that all the pages on your site are uniquely targeted for different keywords, and it avoids confusion from the search engines.
Imagine you had 2 pages that represented 2 similar but slightly different product categories like “Strong dog leads” and “Super strong dog leads.” Let's say you optimized the site to use the different category names in the title tags, H1 tags, and meta descriptions (making them unique), but didn't bother to change the body copy.
Now, how does Google choose which of these pages to display in the search results? Since there is duplicate body copy, very little differentiates them. In some cases, Google omits pages that are too similar.
Similarly, be careful about using a supplier's description for products you're selling. You'll end up with page content identical to the original supplier's—and also to those of your competitors who've done the same thing. From Google's perspective, if there's nothing that differentiates your page from the others, it offers no unique value.
For these reasons, it's essential to write unique body content for every page on your site.
How to write for SEO
The phrase “writing for SEO” or "SEO writing" is a bit of a misnomer. The way to write for SEO is to write for people—to answer the questions and queries they have—and do it in a way that's also helpful to search engines.
On-page SEO is the starting point you need for worthwhile rankings, and it's how you end up ranking for relevant search queries. But on-page SEO is only one part of the puzzle, and it works best in combination with a strategy for off-site SEO and backlinks.
As we've just discussed, on-page SEO consists of multiple factors and elements that can affect your rankings. Not only do you need to find relevant keywords and invest time into internal linking, URL structure, and forming title and meta tags, but you have to write the web page content for users and search engines. Here are a few best practices to improve your SEO writing:
Write for humans
Google's main concern is its users and providing a good experience for them. Therefore, you shouldn't write your content just to rank; instead, you must write content that can be considered valuable to users.
Google's algorithm can tell when you're not writing for humans because your pages will not provide thorough details or answers. Writing for humans can improve the chances of ranking on Google and other search engines while also having a positive impact on your conversion rates.
While the goal of SEO is to rank higher and increase organic traffic, you ultimately want your website to convert that traffic into paying customers; it can't do that if you don't write content that's valuable to your target audience.
Do keyword research
Keywords are an essential Google ranking factor, so you should do keyword research to find the right words that align with search intent and can attract more website visitors while helping you rank higher on SERPs.
If they fit naturally, your keywords should be used in the body copy, headlines, meta descriptions, and title tags.
Do competitive research
Check out what your competition is writing about and how they use SEO to improve their business. Believe it or not, you can learn a lot from looking at your competition's website, especially if they're ranking for similar keywords.
For example, if you sell socks, you might look at the top-performing pages to determine which keywords they're targeting, how long their product descriptions are, and how many backlinks the page receives.
Don't forget links
Internal and external linking is important for building credibility in SEO and helping search engines and users navigate a site.
External links send users away from your website, but they're useful for helping Google determine where you get crucial information, like stats in blogs, to help you build credibility.
Meanwhile, internal linking is when you link different pages together to show that they're related in some way and provide users and search engines with a content hierarchy to help them better navigate the site.
Page titles and meta descriptions are two crucial meta tags you should always write to ensure Google and users understand your page content.
Meta tags allow search engines and website pages to communicate and help search enters determine whether a page should be indexed and what it's about.
In search results, your meta title and meta description will appear to help users determine whether to click on your link. Therefore, you should always write meta tags with users in mind to convince them to click on your link and set expectations for what they'll find on the page.
Organize your content
Page content should be organized according to a hierarchy. You should use different headings throughout the content to effectively organize it and allow search engines and users to scan and find the most important information. Header tags can also improve the user experience and improve website accessibility to help you rank higher on SERPs.
Build an SEO-optimized website from the start
You'll need an optimized website to start taking advantage of on-page SEO to rank higher in search engines. Mailchimp makes it easy to build an optimized website by editing different on-page SEO elements to improve search visibility. With Mailchimp SEO tools, you can edit your page URL, meta descriptions, and page titles to help you rank on search engines.