The Ultimate Guide to On-Page SEO in 2024

On-page SEO is an essential factor in determining your website’s visibility and success. Improving your search engine rankings, attracting more organic traffic, and growing your online presence can be achieved through on-page optimization. This guide will walk you through the myths of on-page SEO, providing you with actionable tips and strategies to implement on your website.

What is On-Page SEO?

On-page SEO is the process of optimizing individual web pages to rank higher on search engine results pages (SERPs). This optimization process revolves around aligning your content with search intent—ensuring that your web pages provide the information and value that searchers are looking for. However, on-page SEO extends beyond just content alignment; it also involves fine-tuning HTML elements like titles, meta descriptions, and more.

If you’ve been exposed to on-page SEO before, you’ve likely encountered conflicting advice. This is why it’s important to understand what on-page SEO truly is—and what it isn’t. To help you cut through the noise, let’s expose three common myths about on-page SEO that can hinder your efforts if followed blindly.

On-Page SEO Myths

Myth 1: On-Page SEO is About Stuffing Exact Match Keywords

One of the most outdated practices in SEO is the idea that you must stuff your exact target keyword throughout your web page—in the title, URL, and content—to rank higher. 

For example, if you’re trying to rank for the keyword “Car dealer San Diego,” the old-school approach would have you awkwardly insert this phrase into every possible corner of your page, even if it disrupts the natural flow of your content.

However, search engines like Google have evolved. Today, Google’s algorithms are sophisticated enough to understand context, synonyms, and related phrases. They can grasp the meaning behind your content without requiring an exact match of the keyword. In fact, for many search queries, the top-ranking pages don’t even contain the exact keyword phrase. Instead, they rank due to their ability to comprehensively address the searcher’s intent.

Keyword stuffing not only harms readability but also leads to a poor user experience—two factors that can negatively impact your rankings. Instead of forcing exact-match keywords, focus on creating content that naturally includes relevant terms and phrases that align with the intent behind the search.

Myth 2: On-Page SEO is About Using Keywords a Specific Number of Times

Another misconception is that on-page SEO requires you to use your target keyword a specific number of times on the page. Some SEO practitioners believe that by mentioning the keyword a certain number of times, they can signal to Google that their content is highly relevant to that keyword.

However, this approach is misguided. In a study of 3 million search queries, it was found that the top-ranking pages typically rank for around 1,000 other related keywords in the top 10 SERPs. Imagine if these pages had to mention each of those keywords multiple times—it would lead to unnecessarily long content that would offer a terrible user experience.

Let’s take a look at a real-world example. If you search for “classiest watch,” yet the word “classiest” or even “classy” doesn’t appear on the page but GQ magazine ranks on Google page#1. These examples illustrate that Google’s algorithms prioritize content quality and relevance over keyword frequency.

Myth 3: On-Page SEO Requires Meeting a Minimum Word Count

Another widespread myth is that longer content automatically ranks better. Some studies have shown that the average length of content on the first page of Google is over 2,000 words. This has led many SEO experts to recommend that you create pages of at least this length to improve your chances of ranking.

However, this advice isn’t always sound. The length of your content should be determined by the subject matter and the information your audience is looking for. 

If you can thoroughly address a topic in 500 words, there’s no need to stretch it to 2,000 words just for the sake of word count. Focus on quality over quantity, and your content will perform well.

What On-Page SEO Really Is in 2024

So, what exactly is on-page SEO in 2024? At its essence, on-page SEO is still about optimizing web pages to rank higher in search engines, but the strategies have evolved to be more user-centric. The key to successful on-page SEO is understanding and fulfilling search intent—the purpose behind a user’s query.

To optimize for search intent, focus on three C’s: content type, content format, and content angle. These elements will help you ensure your content aligns with what users expect to see.

For example, if users are searching for “best running shoes,” they’re likely expecting a listicle format with detailed reviews. If they search for “how to tie a tie,” they’re probably looking for a step-by-step tutorial with images or videos.

Essential On-Page SEO Techniques

While the content itself is the most critical element, there are also several technical on-page SEO optimizations you should implement to ensure your page performs well. Let’s explore some of the most important ones.

1. Optimize Your Title with the Target Keyword

Your title is one of the first things both search engines and users see, so it’s essential to include your target keyword when it makes sense. 

For example, if you’re targeting the keyword “free SEO tools,” a title like “15 Best Free SEO Tools (Tried and Tested)” clearly communicates what the page is about while including the keyword naturally.

In some cases, it may make more sense to use a close variant of your target keyword. 

For example, if you want to rank for “how to get YouTube subscribers,” a title like “9 Ways to Get More YouTube Subscribers” might be more compelling, especially if you’re using a listicle format.

2. Use Short and Descriptive URLs

A short, descriptive URL helps users and search engines quickly understand what your page is about. For example, if you’re creating a page about the best golf clubs, a URL like “example.com/best-golf-clubs” is much more intuitive and user-friendly than a long, complicated string of words. Generally, it would be best if you aimed to include your target keyword in the URL slug, replacing spaces with hyphens.

3. Write Compelling Meta Descriptions

Meta descriptions are short summaries of your page’s content that often appear in the SERPs. While meta descriptions aren’t direct ranking factors, they can significantly influence your click-through rates. Write a concise and informative meta description encouraging users to click on your link.

It’s worth noting that Google rewrites meta descriptions about 63% of the time, according to a study of 192,000 pages. So, while it’s important to include them, don’t spend too much time perfecting them, as they may not always appear as you’ve written them.

4. Internal Linking

Internal links are hyperlinks that point from one page on your site to another. They play an important role in passing link authority and helping search engines understand the structure and content of your site. 

For example, if you’re writing a post about how to write a cover letter, you could link to a related post about how to write a resume.

To find internal linking opportunities, you can use Google’s site search function (e.g., “site:yourdomain.com [topic]”) or tools like Ahrefs’ Site Audit tool. Internal links not only boost your SEO but also enhance the user experience by guiding visitors to related content.

5. Optimize Images for SEO

Images can drive significant traffic, particularly from Google Image search. To optimize your images for SEO, follow these three steps:

1. Name Your Images Appropriately: Instead of using generic filenames like “IMG_1234,” name your images descriptively, such as “best-golf-clubs.”
2. Use Descriptive Alt Text: Alt text describes the content of an image, which is essential for accessibility and SEO. For example, instead of a general description like “golf clubs,” use something more specific like “a set of beginner golf clubs on a green field.”
3. Compress Your Images: Compressing images reduces file sizes, leading to faster page load times—a factor that Google considers a ranking signal. Tools like ShortPixel can help with image compression.

6. Enhance Readability

Creating content that’s easy to read and digest is vital for keeping users engaged. Here are five tips for improving readability:

1. Write in Short Sentences and Paragraphs: Break up your content into manageable chunks to keep readers from getting lost in walls of text.
2. Use Descriptive Subheadings: Clearly label sections of your content so readers can quickly find the information they’re looking for.
3. Choose a Readable Font: Ensure your text is easy to read on both desktop and mobile devices by selecting a large enough font size.
4. Avoid Complex Language: Use simple, straightforward language that’s easy for all readers to understand.
5. Write Conversationally: Aim for a conversational tone that makes your content more engaging and relatable.

A helpful tool for assessing readability is the Hemingway app, which provides writing tips and assigns a readability grade. Aim to keep your content at or below a sixth-grade reading level for maximum accessibility.

7. Implement OG Tags and Schema Markup

Open Graph (OG) tags and Schema markup are additional technical optimizations that can enhance how your content is displayed on social media and in search results. OG tags allow you to customize the appearance of your pages when shared on platforms like Facebook or Twitter. Schema markup helps search engines better understand your content, enabling them to display rich snippets in search results (e.g., recipe ratings, and product reviews).

Plugins like RankMath or Yoast can help you easily add OG tags and Schema markup to your WordPress site.

Conclusion

While technical on-page SEO optimizations are important, the most critical aspect of your content is its ability to satisfy search intent. By understanding what your audience is looking for and delivering high-quality, relevant content, you’ll be well on your way to achieving top rankings. On-page SEO is an ongoing process. Continuously monitor your performance, make adjustments as needed, and stay up to date with the latest SEO trends and best practices.

Frequently Asked Questions