If you’ve heard about SEO, you’ve probably heard about on-page and off-page SEO. In this recording, we will discuss ways to improve your on-page SEO and therefore improve your ranking. On-Page SEO is optimization that you can do on your own website. On-Page is the easiest type of SEO to do yourself because you have control of your own website. Listen to this episode for a few simple tips that will help you improve your on-page SEO and start ranking for the right keywords.
Roger: Welcome to Local SEO today! I’m Roger Murphy.
John: And I’m John Vuong.
Roger: Welcome to all entrepreneurs and business owners. We wanna talk to you today about Google, about Search Engine Optimization, also known as SEO, and some tips and tricks John how maybe you know a number of maybe of seven of things we can do or we can learn. Let these, our viewers, know today what they can do to improve their SEO and in essence will help their rank.
John: Yeah, so we’re really gonna focus on On-Page SEO which is things that you can control on your own website. Right? So the first thing we’re gonna talk about is using the right keywords on your website so that Google can actually pick up the terms that you may wanna, you know, go after. So it’s very important to really focus on user intent and what I mean by that is your actual customers typing any keywords that are relevant to your business.
Roger: So what it means is you’re gonna do keyword research or have a company that you’ve hired do relevant research to make sure you’re going after keywords that you know that have been determined. That’s what your potential customers are searching for. So if you know what they’re going for then you can align your SEO and your On-Page copy with what they’re looking for.
John: And it’s very also important to understand the difference between broad-term keywords and long-term keywords and also the conversion rate of keywords, right? So depending on how high densy high competition it is, or low competition but it has a higher, low volume rate. So understanding how many people it’s attracting in terms of search queries and then understanding how difficult it is to rank for certain keywords. But it’s all really a trial and error, right? Like it’s very…. As much research as you do you really want to just go after things that really matter for your business which are what are the services you wanted to be known for and the ones that you wanna really go after and also the product that you wanna , that you know, show up for on Google.
Roger: Yeah, so whatever industry you’re in, if you’re in the Tree Care business, you may like to do fertilization and maintenance and trimming of trees. If you’re a dentist, maybe you like to do invisaligns, an easy thing to do. With your pest control, you like to deal with raccoon removal or whatever. Whatever it is you want to provide , that’s what we wanna focus on with proper keywords that you know customers are looking for.
John: And what’s also important is semantic keywords, what that means is really keyword variations, right? So you wanna go after keywords that…..because every user will type in different terms and people may type in dentist, people may type in dental clinic or dental office, family dentist. There’s so many different variations within that broad-term of dentists so you wanna ensure that you incorporate as many of these different terms on that page that you wanna start serving up on Google. So it’s very important to really understand keyword research and really focus on that on your own content on your website.
Roger: And then that’s the next point which is where you wanna put these keywords in the right places, so there’s different spots, there’s your heading tags, there’s your Meta description. Meta by the way is your most—-is defined as your most important keyword that you want to be found for.
John: Yeah, So the title tag is the top header of your website, right? And that’s what gets picked up on the search engine results page. The Meta description is the paragraph or two to three sentences of a hundred and fifty plus characters where you can actually go into an actual sentence and let people know what—-you know , and kinda convert people to learn a little bit more about that service that you’re offering. Then within the website there’s headers – H1 tags, H2 tags, H3, etcetera and on top of that images can be properly optimized and tags as well, so there’s a lot of different things on your website that you can actually really focus on making sure that keyword or that content or that keyword phrase is incorporated on that landing page that you’re trying to ranked for. Even URL, that was another thing.
Roger: I was just gonna mention it even when images we see all the time. Images that have been put on the website have not been tagged properly. So that’s something we pick up all the time to try and fix because that’s a great tip. If your image is tagged properly, then Google picks it up in terms of SEO.
John: Yeah, it’s all relevancy, right? So the more things that match that search query and user intent and the cleaner your website is, the easier makes Google feel like you are the right choice for that website to be served up for that customer. The third thing I do wanna mention is there’s different forms of content that you could display on your website. So the most—-you know, talked about is written content, right? So it’s very easy to write in English form because we’re here in Canada. But there’s also different forms and platforms that you could use, right? So there’s audio format, there’s images.
Roger: There’s a podcast which is what we’re doing today.
John: Yes podcast. There’s videos which you can serve up if you’re recording it. There’s also like images. You can put images or infographs as a form of content as well. So there’s different ways to serve up your content on a website.
Roger: And video is easier than you think and is not as cumbersome. It’s not, you know, you might sound not comfortable but the truth is, people love video. They consume it in billions of hours a day. So video is a very important component of SEO now.
John: Yeah, and if you think about Google. If you remember that, you know, that one bar. There’s actually a place where you can actually search on Google which is All search, there’s also Image searches, there’s Video searches, there’s different searches , right? Where if you think about that. That’s the different forms of content that can be displayed and searched. So you want to encompass as many of them that you feel being fit for your business and your website.
Roger: The next one is Responsive Design and responsive. What has defined this as really is this, is that a website that looks good, has a good user experience on a desktop computer or if you’re looking directly on an Ipad or feel it on your mobile device, the website adjusts. So it is easy to consume on each of those different platforms.
John: Yeah, so being responsive on a mobile, to smartphones, to tablets, to desktops, laptops is very important because it’s the first impression. And if it’s not formatted properly, people will perceive you differently, right? So you wanna put your best foot forward to ensure that whatever format you’re using or whatever device you’re using for that customer that you’re trying to go after, it displays properly and the experience is nice.
Roger: Exactly! You can think of times of values the mobile device where you’ve opened up and you’ve got a website that’s right on it’s like there’s the phone number, here’s my services and services, it’s easy to navigate. And you’ve also, I’m sure we’ve all had those experiences where you look at a site and you can’t read any of it it’s also small and you have to start trying to enlarge move things around, that’s referred to as not responsive so those are the ones that are old school that need to get upgrade.
John: Exactly! Another thing that you can really control is the speed of your website and making sure that it’s a secure website because today, I mean if you are not secured, it would actually show that—-are you sure you wanna visit this website?
Roger: Right. It’s got a little lock with an open key or with an open padlock, which means not secured. It’s called an SSL Certificate and it’s important because that’s you know. It’s normal as if you have it then you’ve got a secure site.
John: Yeah. So typically if you do have it, it’s HTTPS in front of your website domain. If you don’t have it, it’s just HTTP. Right? So, making sure that your website is secure and also has to load quickly. So what I mean by that is people are patient today. If it takes longer than three seconds, people press…probably press that back button. And Google’s eyes, it’s really a bounce rate. So you wanna ensure that your website is properly optimized, fast loading, compressed images, easy to read so that when people are going on your website they can properly navigate and get the content information that they’re quickly looking for and hopefully they will call you or email you.
Roger: And it’s for two reasons. One for user experience that your clients, your potential customer, is being taken care of and they enjoy the experience. But the second one which is probably more important, John, is if you do this criteria of speed, compressing images so that is fast loading. It is one of the critical criteria that Google is watching that allows you to get ranked higher in search results. If you’re slow loading, you get pushed down farther and if you’re fast loading it goes higher and higher in rank.
John: Yeah. There’s so many different factors and again signals. You have to understand how you’d compared to your competitors, right? So you always wanna, you know, watch to make sure that you’re optimal. The next thing I wanna talk about is internal links, right? Where you have multiple pages on your website that have very similar content. What I mean by that is if you have a blog section and you can be writing a lot of different, you know, I will just say teeth whitening blog…blogs right and your dentist offers teeth whitening. Make sure that you can serve up relevant content and pages on each of these landing pages, which I mean, what I mean by that is internal links within your website as well. So if you have a blog section with teeth whitening make sure you somehow refer to that main service page of teeth whitening within your blog, right?. And that will really help with ensuring that you have better user engagement on each of your landing pages. And people will stay longer, serve you up longer, and really keep that relationship sticking when they go on your website. And the last thing I do wanna talk about is the bio persona and making sure you write content for who your users are, real customers. So user intent.
Roger: And into that point ‘coz what we really wanna do is make sure that you’re answering the question for the right type of customer. You don’t want, if let’s say you’re a window repair window replacement company. If you’ve got content that has to do with soffit and fascia and roofing that you really don’t do. You don’t wanna have that included in the copy that is driving more traffic to something you don’t really offer. It’s something maybe you do as an add-on favor for your client but the real trust to your businesses is you do window and door repair so make sure that your copy is aligned with their services so that it’s found by the right type of customer.
John: Yeah, and also remember like when you’re designing your content, make sure you have called the actions. Make sure you emphasize some of the key benefits, the key things that trigger people to really want to use your services, right? So once you get a good hold on who your real like your ideal customers are, like create your own bio persona then you can really hit that with the right form of content, creatives, images, whatever maybe so that you can hit them even further so that they can take action.
Roger: Certainly a call to action. It might be a contact form, it might be “call us now”, “email us now”, there’s so many things but if you want, what you really wanna do is this. Do everything to drive or encourage that person to pick up the phone or make contact so that you can have that conversation or call them on .
John: Exactly! So each page on your website serves as a different purpose, right? So your homepage is different than any of your service pages which is different than your, you know, pricing page or your blog page or your gallery page or your testimony page. So understanding that writing content that serves a purpose of achieving what you want for that ideal user is what is so critical about building a proper website, optimizing it for all different factors but really good tips.
Roger: Yup. I appreciate you, John. Your expertise today. Thank you to everyone watching our podcast and we’ll see you again on Local SEO Today.
John: Thank you.