What Is On-Page SEO?
On-page SEO refers to the actions taken by marketers and webmasters to optimize individual webpages, including copy and HTML. It’s a cornerstone of all SEO success. By making adjustments to on-page elements, companies can increase their chances for ranking for keywords, generating more organic traffic and making their site more friendly to both users and search engine algorithms.
Common on-page elements to focus on include:
- On-page copy, images and videos.
- Meta description, meta tag and title tag optimization.
- Image alt text.
- HTML headings (H1-H6 tags).
- URL strings.
- Internal linking structures.
- Schema markup
- Featured snippet optimization.
Why Your Search Engine Ranking Matters
On-page SEO improves your online visibility by boosting your ranking across different search engines. This not only makes it easier for your target audience to find your content, but also for algorithms to crawl and index your pages.
If your web page isn’t currently on the first page when potential customers seek out your services, you may be missing more sales than you realize. Depending on your business model and its current digital marketing capabilities, search engine traffic may comprise 50-90% of all traffic to your web page. In other words, on-page SEO helps get you in front of 50-90% of your prospects.
Not only can on-page SEO help connect you to a wider audience, but it also can be a key competitive differentiator in your industry. As traditional companies rely on legacy marketing tactics — business cards, handshake agreements, print advertising, etc. — you can use on-page SEO to reach a modern audience in an extremely efficient and cost-effective way.
Because organic SEO is an ongoing, long-term investment, making it a core function of your digital marketing strategy is best practice. Rather than treating it as a one-and-done initiative, building your ranking up will take time, dedication and some serious strategy. Customer demands evolve and the algorithms used by search engines change — SEO allows you to quickly keep pace with these transformations so that your company is ever-present and ever-agile.
The Difference Between On-Page and Off-Page SEO
Every sub-discipline of SEO is recommended. The two main branches consist of on-page and off-page SEO. Off-page SEO are the external, off-domain optimization actions you take such as backlink building, whereas on-page SEO occurs on-site, such as a page optimization to improve the chances of ranking for a specific keyword. Off-page SEO strategies often involve indirect actions like:
When you think of on- and off-page SEO just remember: On-page SEO focuses on optimizing parts of your website that are within your control. Off-page SEO instead centers around increasing the authority of your domain through tactics such as content creation and backlink building. Together these two wings of SEO create 360-degree SERP dominance.
Brafton’s On-Page SEO Services
Our on-page SEO services come in all shapes and sizes. They can be purchased à la carte, custom-quoted for unique projects, bundled into a complete SEO strategy or folded into your rolling content strategy.
A Brafton SEO expert may recommend services that include, but are not limited to:
- An in-depth SEO audit.
- Advanced keyword research.
- Blog writing and optimization.
- Landing page writing and optimization.
- Copy and content refreshes.
- Creating and updating product descriptions.
- Technical on-page site audits and error remediation.
- Site health checks.
- Website SSL setup.
- Metadata optimization.
- Link structure analysis and adjustment.
- Conversion rate and mobile optimization.
- Analytics tracking.
Each SEO service involves hands-on technical and strategic support at all stages of the process, via planning, execution and reporting.
Custom SEO Services for Your Content Marketing Strategy
Brafton’s on-page SEO services are existentially flexible and completely customizable to your brand’s current and future needs.
As your industry changes and your SEO campaign evolves, we introduce new concepts, novel techniques, experiments and products to stay ahead of competitors, preempt every new search result ranking factor and empower you to take charge of your digital marketing strategy.
A few examples of how your Brafton team works collaboratively with our internal departments and your own stakeholders can be seen in how we approach the SEO process. For instance, we have dedicated, collaborative digital marketing services that other agencies can’t provide at scale:
Search Performance Briefs
A data-led brief that maximizes the likelihood of achieving a Page 1 search result for a target keyword and driving qualified traffic. These documents serve as a definitive outline for the creative teams — a packaged blueprint that enables them to create exceptionally relevant, competitive and quality content. They’ve helped us, and our clients, rank on Page 1 for thousands of relevant keywords.
Site and SEO Audit
Every website and SEO audit at Brafton is conducted by our Consulting department. Highly skilled in SEO best practices, a Consultant documents, analyzes, reports and provides strategic suggestions on your organization’s current website status, and the necessary steps required to fix and improve upon your positioning in the marketplace. This includes performing in-depth technical SEO assessments, and flagging issues such as duplicate content, broken redirects or inaccurate meta tags.
Local SEO Services
Nearly half of all searches have some sort of local intent. The process of ranking for these keywords is slightly different from most other forms of on-page SEO in that it requires certain off-page elements to be optimized. As your SEO specialist, Brafton can help align these on-page and off-page efforts by optimizing certain pages for local-intent keywords and seeking out and correcting information on the web about your business that could be sending Google mixed signals.
Video SEO
In the context of on-page SEO, video SEO is all about how you use video on your site to help improve engagement with your web content and signal your pages’ value to Google crawlers. We can help achieve this by creating highly engaging video content that complements on-page text that is properly tagged and that maximizes the likelihood of on-page conversions. We can also assist with the off-page aspects of video SEO such as distribution, YouTube Channel optimization and more.
Examples of Our On-Page SEO Services
At Brafton, we practice what we preach. In the past few years we’ve redesigned our website, overhauled our content strategy and implemented data-backed SEO tactics into every action we take. Our ROI speaks for itself. Take a look at some of our client success stories and even our own performance metrics:
How re-optimizing content drove 219% more traffic [success story]
The results: 345% increase in the total number of keywords each page ranks for.
This is how content marketing is supposed to work (video)
Content marketing fails because most people don’t understand visitor intent.
How we reduced a client’s cost-per-lead 63% through balanced content marketing [success story]
Organic and paid strategies can complement each other well.