SEO, search engine optimization, falls into two categories: onsite SEO and offsite SEO. When it’s laid down like that, I bet you can figure out what the difference is huh? The key goal of onsite optimization is to help search engines understand what the content on your site is about, that way it can match you to relevant search terms. The reason it is important to apply onsite to every page on your site and not just your home page is so that the search engines understand what each individual page is about as well and what type of page it is (product pages, informational pages, sales page, etc). This keeps your pages from fighting with each other.
Onsite SEO: Done on your website (onsite), it’s any effort you make to improve your website’s performance in search engines. Examples include optimizing tags, blogging, and URL structure. This is a great example of onsite blogging: https://ahrefs.com/blog/guest-blogging/
Offsite SEO: Any efforts to improve your website’s performance in search engines done on other websites. Examples include link building, social media marketing, and guest blogging.
So, how do you do onsite SEO?
Optimizing Your Site
Once upon a time, everything SEO related was focused around keywords. It led to some truly dark, ugly times of keyword stuffing, strange phrasing, and even ‘black hat’ tactics of hiding text in white font or unreadable locations to trick the search engines into thinking a site was about A, while really selling B. Nowadays though, search engines are advancing faster than ever, and SEO is right there with them!
While keywords aren’t the be-all, end-all any longer, their legacy does live on. After all, keywords are just a hyper-specific way of measuring content ideas. A page with the keyword “skateboard” all over it is probably about skateboarding. Now Google and other search engines know that ollie, kickflip, grinds, and Tony Hawk are all related to skateboarding and can confidently send searches to that page, even if it never says “skateboard.” For folks looking to optimize their site for search engines, that means the content needs to be on point and meeting a demand.
Something else to consider when writing content is the search query you are writing for. Does your content match search intent? Does it directly provide the information a searcher typing in that term would be looking for
The second most important piece in on-site SEO is using correct, accurate title tags. Title tags tell search engines quickly what the main idea of the piece of content is. If the content is an incredible piece on skateboarding, but the title tags only specify skiing it can look iffy to search engines, or worse, confuse them. They’ll hesitate to serve your page as number one result for skateboarding tricks because maybe it really is about skiing slopes?
How do you set the right title tags? The easiest way is to use a plugin like Yoast SEO. Install the plugin in your WordPress backend (you are using WordPress aren’t you?) and then at the bottom of your posts and pages you’ll find an easy to use tool to plug in your desired title tags.