What is OnPage Optimization?
The term OnPage optimization is understood to mean the implementation of content, structural and technical measures on a website that are intended to result in this page achieving a better ranking in the search results.
What does OnPage Optimization mean? Which optimization areas are there?
An OnPage optimization, also called OnSite optimization, is carried out exclusively on the target website. The corresponding measures are divided into two areas:
- content-structural optimization
- technical optimization.
On the content-structural level, high-quality, unique content should be created and prepared appropriately (Unique Content): This includes, among other things, the presentation, the division of image and text, the heading structure and the choice of formatting. The aim is to present the required information to the customer quickly and clearly.
On the technical level, however, the backend of the website is adapted. This includes the source code, the sitemap, individual meta elements, the old attributes of images, the page title and possibly also menu guidance and link structure. Above all, these measures help the search engine to crawl and index the page better.
How does an OnPage optimization work?
OnPage optimization is usually the first step towards professional search engine optimization and is often done in connection with the creation of high-quality content. The aim is to achieve a technically flawless, fast and well-performing website for a specific search term or topic. Therefore, it is also important to research keywords and create or adapt landing pages as part of OnPage optimization. In detail, OnPage optimization deals with the following content of a website:
- Canonial tags
- Content (e.g. text, images, videos)
- Data protection (e.g. via SSL encryption)
- Duplicate content
- Keyword density
- Loading speeds
- Title tags and meta descriptions
- XML sitemap
- 404 error pages.
The navigation on a website is also part of the OnPage optimization. There is a smooth transition to conversion optimization, where, among other things, a logical menu navigation and a low click depth (short click paths) are optimized.
Why is OnPage optimization for shops and company pages so important?
The user-friendliness of a website is to be improved through an OnPage optimization. The aim is to match the user’s intention and the content on the page as closely as possible. In addition, the content should be able to be accessed on any device (desktop PC, notebook, smartphone, tablet, etc.). This improves the user experience and there is a higher probability that the user will convert – that is, carry out interactions on the website and ideally generate sales.
What is the difference between OnPage and OffPage Optimization?
The counterpart to OnPage optimization are OffPage measures that affect all factors for a better ranking outside the actual website – such as organic backlinks that can be generated for your own website (see link marketing). However, OnPage optimization should always come before building backlinks, as these would not make much sense without appropriately optimized and target- oriented landing pages.
What is offpage optimization?
According to PHOTIONARY, an off-page optimization deals with the acquisition of backlinks for a website.
Opportunities for off-page optimization
- Article directory
- Guest books
These options for backlink generation are no longer up-to-date due to various algorithmic updates from Google (Panda) and can even damage the ranking. Web catalogs, business directories or guest posts are legitimate ways of getting backlinks, but you should pay attention to the quality of the web catalog or business directory. Guest posts shouldn’t be written for the sake of backlinks, but should offer unique, high quality and useful content.
Get backlinks with content marketing
One surefire way to get backlinks is through content marketing. Good content is put on the side and shared in various social media portals. The content can be in different forms, for example:
- Blog article
- Debates / seminars
The content is further linked through user interaction with the content – new backlinks are created. The prerequisite is that the content is actually interesting, high-quality and new for the user and can serve as a reference or source if necessary. Even offline activities, such as flyers, exhibition stands, conferences and the like can generate backlinks. The counterpart to OffPage Optimization is OnPage Optimization, which takes care of technical aspects of a page as well as successful user interaction (usability).