A lot of people tend to ignore onsite optimisation. As an SEO your job is very complicated and involves the use of many different techniques. Although SEO can be categorised into two different categories: onsite optimisation and offsite optimisation, many search engine optimisers tend to think that after a website is initially optimised, it will be fine to just leave it how it is and focus on building links.
Yes, results can be garnered just by building more links but many find themselves actually spending more time and money ignoring on page factors just because they consider the job ‘done’. As an SEO, your job is never fully and truly complete as even though you may hit the number 1 spot, ensuring that you aren’t overtaken by your competitors is paramount.
Although one can think that they have completed an onsite audit on a website, it is important to spend a bit a time now and then making tweaks to things such as: meta descriptions, title tag, keyword density, h1-6 tags, word count and more. Just because you think that the page is fully optimised, doesn’t make it so. PingPress Internet Marketing recommends changing certain aspects of the site by a few percent here and there could really be the difference between positions 2 and 1.
The real advantage of optimising on page factors is that essentially it is free! Other than investing in your time, the act of doing some analysis among your competitors and changing a few things here and there is usually totally free. If you have a client that is paying you a good amount each month, and you are investing a lot of money into links and aren’t getting anyway, onsite is a good place to look at to see if something isn’t quite right. Just remember that if your page factors aren’t correct and spot on, no amount of links is going to help you rank above a perfectly optimised page.
It is also worth noting that just because your keyword is in all the right places, it doesn’t mean that there isn’t another 10 keywords than also could be improved just by changing a few things around here and there. For instance, lets take ‘guitar lessons’ as your main keyword. By putting the keyword in all aspects of the page, it may help you rank for guitar lessons. But what about guitar training, learn guitar, guitar chords, learn to play guitar, online guitar lessons? You may find that you are missing out on some big opportunities by narrowing down your keywords. Remember, Google is smart and if you are talking about ‘lessons’ and ‘training’, they are going to know that it means the same thing generally speaking and by including one variant of a keyword too many times can lead to over-optimisation which is my next point.
Over-optimisation is generally easily achieved. This can truly be the thing that is holding you back from ranking when you think you have done absolutely everything right. You’ve put your keyword on the page, sent some really strong links to the page, sent social signals, but you just aren’t moving above the average joe that doesn’t even do any SEO and has 12 backlinks. Google knows that by pushing quality content to the top, it’s users will gain a better experience and thus come back to Google to perform more searches. If your page is heavily over-optimised, do you think you will be providing your readers with an enjoyable experience? I think not, and so does Google. So make sure your webpage isn’t too optimised. Try taking a few things out and putting a few things in and see what happens!