Double Organic Traffic Using On-Page SEO
Posted December 9, 2013 by Billy McAllister in Google, Search Engine Marketing, SEO
You’ve probably heard it all – “SEO is Dead,” “Hummingbird Killed SEO,” “SEO Isn’t Real,” etc. Those articles always seem to find some traction 2 or 3 times throughout the year. While everyone is entitled to their own opinion, I have yet to read one of those articles that was able to prove that SEO is dead, fake, etc. What makes it even more difficult to believe is being in the trenches of SEO every day and seeing how powerful and impactful SEO can be.
The SEO I’m referring to, specifically, is on-page SEO. To most, SEO is this all-too-confusing, complex science that they think they’ll never be able to understand. They are wrong. If you have a blog or e-commerce store there are very basic, easy to comprehend on-page SEO elements that a webmaster with any level of experience can understand and implement. Not everything about this industry is as complex as it sounds!
At Springboard, we do not allow a piece of content to hit the web without passing our On-Page SEO Checklist. There’s good reason we are strict with our content too; it’s expensive and a page’s first impression with the search engines is the most important! Just like meeting new people, “you only get one first impression.”
On-page SEO exists and it exists for good reason – efficiency. In August of 2013, Googles search market share was 67%. That means Google runs the show and, if you want to play, you have to follow their rules. Their “rules” are constructed around webpages being written and developed to allow their search spiders to crawl pages as efficiently as possible. If you ignore the rules when designing or developing a site, Google will have no problem shuffling your site to No Man’s Land (also known as any search result page after page 1) and it’s a tough crawl back up.
On-page SEO is like designing a grocery store’s flow pattern. If done correctly and intently, you can maximize efficiency and control, to some level, the route shoppers will take and what they will see the most while shopping. The same goes for search spiders and web pages. You can design and develop a web page for complete efficiency (which Google loves) while at the same time telling the spiders what the page is written about with on-page SEO!
The Essential 12 On-Page SEO Basics
Our organization follows these 12 on-page SEO basics for every piece of content that we produce for ourselves and for our clients. The rewards have been plentiful and the increased revenue very real.
1. H1/Post Title: Use the keyword(s) in the H1 or page title.
2. H2/Subheading: Use the keyword(s) in the H2s and subheadings. To avoid sounding redundant, try rewording the keywords.
3. Alt Tag: Use the keyword(s) in the alt tag.
4. Image File Name: Use the keyword in the image file name.
5. Page Title: Use the keyword in the page title.
6. Post Content: Use the keyword in the beginning of the post. Ideally, twice within the first paragraph.
7. URL: Make sure the keyword is in the URL.
8. Breadcrumbs: Make sure the keyword appears in the page breadcrumbs.
9. Meta Description: Use the keyword(s) in the meta description of the post.
10. Keyword Density: Aim for a 3% keyword density.
11. Google Authorship: Implement Google Authorship by linking your Google+ profile to the content. To link your Google+ page, check out this step-by-step article from Google: How to install Google Authorship.
12. Page Load Speed: The faster, the better. Use 3.5 seconds as the benchmark. To check your page load speed, we recommend using Pingdom.
On-Page SEO Works
We have the pleasure of working with some awesome clients who trust us to perform on-page SEO in tandem with their content marketing strategy. The year-over-year growth in organic traffic (see image below) has been both satisfying and reinforces our approach and on-page SEO strategy.
(Year-Over-Year Organic Traffic Growth)
It is data like that which causes me to question the nay-sayers of SEO and the authors who continue to write their “SEO is Dead” articles. It is difficult to deny the numbers I deal with every day.
It’s not magic. It is web design, content marketing and on-page SEO done correctly. If you’re a blogger or operate an e-commerce store, follow our On-Page SEO Checklist and the results really will amaze you.