On-page SEO & Content.

Without great content and a seamless on-page experience, you will struggle to rank your site or increase your organic traffic.

Getting on-page SEO right.

This is true across all types of online content including website pages, products and blog posts.

With so much competition, site owners (like you) have to ensure they are taking every possible step to outrank other sites for important search terms.

We will check if your site ticks the boxes and recommend how to focus on creating great content for users, not just for search engines.

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Find and fix duplicate, missing and truncated title tags.

Title tags are the bread and butter of on-page SEO.

It’s a simple HTML element that alerts search engines to the title of the page and is displayed as part of the search engine snippet on the search engine results page. Each title tag should be unique, and if it’s too long it will end up being cut off.

If a page doesn’t specify a title tag, your search engine will try to cobble one together from the information on the page. Adding missing title tags and improving non-conforming ones will improve your site’s SEO.

Duplicate content can be a real problem, especially on larger sites. We can help you identify and correct any issues.

Find and fix duplicate and missing meta descriptions.

A meta description is a chance to tell potential customers a little bit more about your website before they commit to clicking.

They can technically be any length but Google generally truncates them to around 160 characters in the search results. Each meta description on your site should be unique, reflecting the content of the page.

If you don’t have a meta description in place, Google will select a snippet of your page’s content, but this could include navigation text and other elements that don’t necessarily represent the page correctly.

While meta descriptions don’t factor into Google’s ranking algorithms for web search, a good meta description should draw in readers and boost your click-through rate. This will affect your organic search rankings.

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Find and fix multiple H1 tags.

H1 tags are the primary heading for your content, and each page should only have one.

The most common reason why multiple H1 tags exist is that your site’s logo is wrapped in one, as well as the main heading on the page. H1 tags should include the page’s main target keyword, so choose your headline wisely.

This is a simple one, but some themes output more than one H1, so some development work can be required to remedy this.

Improve title tags, meta tags and overall page content.

Failing to properly optimise page titles and meta tags means that you’re missing out on an opportunity to rank for both your many keywords and any variations.

The performance report in Google Search Console can identify keywords on each page that have a significant number of impressions but low clicks and a low average position.

This usually means that your page is deemed relevant for the queries, and is ranking at least somewhere, but could be vastly improved by including these variations in your content or tags.

If you use this information to rework and re-optimize your page, you will likely see an uplift in clicks and ranking position.

Run a content audit and prune content.

When it comes to great content, it’s about quality rather than quantity.

This can mean getting rid of content that ranks poorly, doesn’t bring value to the customer or is no longer relevant to your business. Pruning back this low-value content can lead to huge SEO gains.

Most websites get the highest volume of quality traffic to a small number of pages. It’s important to keep these breadwinners in peak condition. Underperforming pages no longer receive significant traffic (or never did in the first place), maybe duplicate or are very similar to other content on the site or may just never have been optimised properly.

You can now choose to rework the content or redirect links to better pages.

This process needs to be done sensitively and with caution – don’t dive in and delete content you think isn’t working, everything needs to be checked.

Ensure your images use ALT tags.

The importance of image optimisation is often underestimated.

Using a descriptive file naming convention to properly name images and paying attention to the size and quality of your images can yield impressive SEO returns.

ALT tags provide a text description of the appearance and function of an image. It will be displayed in place of an image if it cannot be loaded and makes sites more accessible to visually impaired users with screen readers.

Good ALT text is sufficiently descriptive without being artificially stuffed with spammy descriptions.

Focus on descriptive ALT text that provides context to the image and if possible, includes your target keyword.

Improve internal linking.

We’re often so focused on building quality backlinks for our website that the art of internal linking is woefully neglected.

Internal link systems help search engines to understand your website’s structure and identify relevant content within your site. The right internal linking strategy helps to pass authority between pages on your site and ultimately improve rankings.

Your site audit will also include a list of pages that have only one internal link pointing to them.

This stage of on-page SEO can make a huge difference to your site, but it takes time and you need the right tools to get it sorted. We can help you with all of this.

Improve your internal linking

Fix keyword cannibalisation issues and orphaned site pages.

Keyword cannibalisation is what happens when two or more pages target the same content and keywords.

When this happens, one page cannibalises the other’s ability to rank and neither end up performing as well as they should.

While multiple pages on your site can rank for the same keyword, they must appear sufficiently different to search engines in order to rank well.

Orphan pages are not linked to any other pages on your site. This means that Google is unable to crawl the page through other links on your site and conversely doesn’t attribute the same page authority to it.

Make sure all of the pages are linked to at least one other on your website.

Is your site’s content up to date?

Content ages just like the rest of us. It can become outdated over time and potentially irrelevant to visitors.

Updating your content is a simple but often neglected way of boosting your SEO and bringing in more traffic, creating more links and reassuring search engines that your site gives visitors the best information.

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