in Onpage SEO - 22 Feb, 2018
by proseo - no comments
It’s all about onpage optimization you want to know

On-page SEO is all about Creating or Enhancing relevancy signals for a webpage with respect to the search query. Having some experience in optimizing and promoting websites, we were able to deduce few rules that are essential and that helped us to prioritize our work process and increase our results. We hope these rules will help you too.

Page title

Your title tag appears at the top of the browser and as the headline in search engine result snippets. Social networks also use it as part of the post when someone shares that URL. For these reasons it has both a huge SEO value (it’s one of the most important ranking factors), and a “clickability” value (it serves as an incentive for people to click). You should try to find the perfect balance between excellent SEO and excellent user-friendliness.

Some tips:

  • keywords should be closer to the beginning
  • length between 50 and 60 characters
  • should be unique
  • should be compelling
  • use the brand name (at the end) only if it will increase the click-through)
  • avoid words without search potential
  • avoid keyword stuffing
  • avoid special characters (except for languages such as Russian, Chinese etc.)
  • make the URL shareable (same content should load no matter who, where from or when loads it)

onpage optimization

Considering the above tips, remember the next rule: “The title tag is the second shortest summary of the page”

Title tags are the document definitions, that you can see in various places around the web, including the tab in your web browser. That elements and are used to tell search engines and visitors what any given page on your site is about.

It should be concise, reflecting the content of the page, attractive and memorable for users.

Meta description

Meta description is a summary of the page and appears as part of a search result snippet, below the page title. It helps people decide whether to click on your site, or other sites above or below. The key is to experiment until you get satisfying click-through rates.

Try to meet following requirements:

  • length of 150-160 characters, but preferably no more than 156
  • include the super keyword once closer to the beginning and some variation / synonym after it, in conversational format, user-friendly and easily understandable
  • provide valuable, compelling information to make people visit this page
  • should be unique within the domain (but also the whole WWW)
  • avoid keyword stuffing

Also note that sometimes it’s a good idea not to write a meta description at all, but this is subject to experiments. When search engines don’t find a description – they will generate one and use that inside the snippet. This is sometimes better because the auto-generated description uses content pieces that contain the search query, thus is relevant and compelling to the user. It’s important to understand that search engines don’t use meta description as an SEO ranking factor. At all. It merely serves as an incentive for users to click on this search res ult, and not on others so there’s absolutely no need to stuff it with keywords.

The meta description essence it is reflected by the following rule: “The meta description is the fourth shortest summary of the page.”

Meta description it is the HTML attribute that provide a brief summary or an explanation of the page content. It is used on search engine result pages (SERPs) to display preview snippets for a given page. Even if it hasn’t a significant role for SEO, it is an important factor of user-friendliness. It should compelling, super-informative and atractive for the visitors.


Usually they are implemented as HTML H1, H2… H6 tags, but in fact nowadays search engines are getting better and better at interpreting CSS and Javascript, so headings can really be implemented as anything. It’s a classic scenario when size matters.

These are emphasized text pieces (titles, subtitles, etc.) which show human visitors and search engines the most important “takeaways”.

Spiders pay a great deal of attention to the words used in headings, that’s why they should always accurately describe the content below.

The H1 tag (the biggest headline) ,b>should appear at the top-center of the page and should be the first thing people see when they land on it. It should be tailored as a “synonym” (instead of the same text) of the title tag, hence – include the super keyword, or some close variation. There is no limitation to the length, but they should not be too long and should usually fit inside one or two lines.

Some tips: Headlines should clearly communicate the subject of the page they are introducing.

Remember that the page headlines are another reflection of your content. The headline (H1) is the third shortest summary of the page.

The heading should be useful and informative, specific and relevant. Try to think beyond the conventional and make it unique and original.


The URL address should describe as closely as possible what the page is about. Users should be able to understand whether the page will fulfill their needs without loading it in their browsers. The URL address suffix (the last part, not including the domain name or parent folders) should be the shortest summary of the page. The URL address prefix (domain name + parent folders) should provide context.

Try to meet the following requirements:

  • keep URL length under 100 characters
  • include the super-keyword
  • separate words with dashes (-) rather than with underscores (_)
  • be descriptive and memorable for the user
  • avoid keyword stuffing
  • avoid dynamic parameters (sortBy, sessionID, lat, lng etc.)
  • avoid words without search potential (info, tag, article etc.)
  • avoid special characters (except for languages such as Russian, Chinese etc.)
  • make the URL shareable (same content should load no matter who, where from or when loads it)

As a conclusion, we can deduce the following rule: “The URL is the shortest summary of the page”

URL (the Uniform Resource Locator) is an address to a resource on the Internet. This element is important for On page optimization.

Target keyword

The URL should contain the target keyword, that will be relevant and representative for all page content. It is recommended for better crawl and good user experience. Always follow this rule!

Give accessibility

Do you like how your URL looks like? It should be clear, readable and accessible for users (because the easier a URL is to read for humans, the better it is for search engines – it is an evident fact!)

The correct length

Of course, there is no fixed rules, but you should take into consideration the following factor – a short URL is better that a long one, because it looks more accurate, natural and is easier to remember.


All pages should have images as they are important in search ranking. They have an opportunity to show up in an image search, but they contribute to regular SEO as well. It’s considered good user experience to have cheerful, good-looking pages and professional graphics can easily add the missing ingredient. Advanced search engines can also interpret texts within images, but it’s not recommended to hide perfectly crawlable keywords inside them. When optimizing, use the most important keywords for the first image, next ones (synonyms, variations) for the second image, long tail keywords for the third and so on.

Image optimization should meet following requirements:

  • filename should closely match the URL suffix
  • separate keywords inside filename with dashes (-)
  • use only lowercase characters in image filename
  • don’t use special characters in filename
  • make sure to use high quality images
  • use the right resolution
  • make sure image file size is as small as possible (use gif, png, jpg appropriately)
  • provide an ALT attribute – alternative text displayed by the browser when the image cannot be loaded; it should closely match the meta description
  • provide a TITLE attribute – the name of the image, it appears as a tooltip when holding the mouse over the image; it should closely match the page’s <title> tag
There are no strict rules of how to write great content, but it indeed needs to be great. One thing to remember though – the look and feels should be designed in such a way that the user shouldn’t need to read every single piece of content in order to get the basic ideas. Instead – he or she should just be able to scan the page and easily extract the most important takeaways. You can achieve this by playing with headlines, bolded texts, internal table of contents, ordered or unordered lists of elements, etc. as long as you just need to read these and get the idea.

Here are some tips and tricks:

  • write content for people, not for search engines
  • write at least several hundred words
  • make the first paragraph a summary of the page
  • place your targeted keywords at the beginning of the text
  • begin the content with text only, then feel free to add other formats as well
  • avoid Flash banners
  • avoid ads
  • include at least one image to make the content friendlier
  • add at least one link to another excellent page, especially if the visitor would get more details there
  • provide unique value, relevant information, expand on the title, be interesting and informative for the potential visitor
  • place the most important takeaways at the beginning and then elaborate on that
  • people usually scan the page, so write short paragraphs which expose one idea only
  • use the super-keyword just 2 or 3 times throughout the page
  • use variations and synonyms of the super-keyword a few times
  • don’t care about keyword density – just work on creating excellent copy
  • don’t stuff keywords, but mind that keywords will get indexed and will bring traffic
  • include at least one list of ordered or unordered elements (instead of paragraphs or enumerations), no more than 7-10 points, make list items short – it helps people to remember them
  • group paragraph and include sub-headlines with important keywords
  • include a table of contents at the beginning, link to the sub-headlines
  • use text in bold, italic or underline to emphasize keywords and important ideas
  • check the content for typos and spelling errors before placing your content on the page

We can deduce the following rules: “A webpage content should be unique and valuable”

Obviously, it should be able to stand on its own (valuable and different from other web pages) and easily solve “the problem” (provide information/answers, take action etc.)

Basically, in order to achieve on-page SEO nirvana, you have to design the content in such a way that it will be clear to anyone (both humans and bots) what they are about. The way you can do this is to insert targeted keywords in prominent locations, i.e. – those areas that users are most likely to pay attention to: The first paragraph is the fifth shortest summary of the page

Remember that the first paragraph is a key-element that can capture user attention. Make it carefully and think about your potential visitors – what they expect from you? How can you convince them to read the following text and stay on your website?

Be original

The first paragraph is the mirror of the entire text and the bridge between you and your visitors. This is why, it must be unexpected, containing phrases that will attract the users attention and gain their sympathy.

Be clear

Obviously, people do not have time. This is why, the first words of your article or content should be very clear, concise and logically structured, in order not to scare and not to complicate the user experience. Pay attention to this!

Be relevant

Despite of the desire to impress you potential visitors by using specific formula, the first paragraph should remain very relevant and informative, contain a brief content plan and the most important keywords.


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