SEO primarily branches out into on-page and off-page components, and today we are going to talk about the former. We will discuss the importance and indispensability of on-page SEO for digital marketing in the present era when search engine crawling bots have gotten smarter, and the good old tactics of keyword stuffing don’t work anymore.
On-Page SEO Is Still Relevant
We have to start this post with this heading because, in the last 2-3 years, many digital marketers have started questioning the role of on-page SEO in making or breaking the rank of a website. Some people have even gone to the extent to say that on-page SEO is not as relevant to site rankings as it was used to be.
First of all, we categorically want to say that on-page SEO is as relevant to site ranking and thus digital marketing this year as it was in 2019, 2018, and in all the preceding years. Secondly, Google itself weighs in favor of conventional on-page SEO. In its report about how search works, it says that basic keyword matching is still used to find relevance between searched queries and websites.
Lastly, on-page SEO is not just about keyword-enriched content. From title to alt tags and internal links to content silos and UX/UIs, on-page SEO is a set of optimization measures that are carried out ON the webpages to improve their ranks on SERPs.
Importance of On-Page SEO for Digital Marketing
The above section established that the relevancy of on-page SEO is intact. Now let’s see how it plays an integral role in improving the visibility of a site on the digital domain. Also, we will compare it with the other component of SEO to highlights how on-page SEO fares better than the off-page.
Inexpensive yet Effective
Like any mode of promotion, digital marketing also entails funneling of a considerable amount of money. Besides paying for PPC, many people also spend heavily to improve their off-page SEO. In contrast, on-page SEO allows you to do promote yourself online without incurring any cost.
Yes, if you are optimizing title tags, meta details, and content with the right amount and type of keywords and the site sporting a user-friendly interface, you will eventually start ranking on the first page of the relevant search query. So, if you are handling your on-page SEO by yourself, you will virtually need no money to improve your search results.
Also, on-page SEO efforts earn you a top/first-page spot organically. For users, it is a sign of authenticity regarding a website. It has been studied that many people consciously avoid the sponsored links and click on results that appear organically on the SERP.
On-Page SEO Has a Permanent Value
Promotions and marketing measures often come with an “expiry date.” You have to buy certain airtime for your video content to run on various platforms. Similarly, you buy print ads for a certain day and date. The same is the case with billboards etc.
Even off-page SEO is not long-lasting because the domains creating link juice for your site often get de-indexed by search engines. Amid all this time-sensitive promotional means and efforts, on-page SEO adds permanent value to your site and makes your promotional work long-term.
A one-time effort on optimizing meta details, titles, content, and the site interface goes a long way. Except for curating the new content in line with existing practices, you don’t have to update your on-page SEO setup all the time.
On-Page SEO Puts You in the Driving Seat
Another factor that highlights the importance of on-page SEO is that it puts you in the driving seat when it comes to site optimization and fulfilling marketing goals. You are not dependent on platforms and affiliates about your website’s optimization and the consequent search results.
This control allows you to act promptly whenever you think the on-page optimizations need some tweaks and adjustments. Also, when you are working on your own, you save yourself from the unnecessary back and forth with partners that only wastes time.
On-Page SEO Improves Click-Through Rate
Now, let’s discuss some of the specific pointers on the role of on-page SEO in digital marketing. Click-through rate, for instance, is considered a vital metric to measure the success of a marketing campaign— the higher the CTR, the better the results. The optimization of meta titles and meta descriptions is a part of on-page SEO efforts. If you are doing it right, you will be able to get more users to click on your site when they see it in search results.
On-Page SEO Translates into Better Conversion Rates
Among the improvements and upgrades that Google algorithms have gone through in the last couple of years, one entails higher ranking for websites with lower bounce rates and better average session duration. Both these factors also point to better conversion rates and are strongly connected with a website’s interface— another component of on-page SEO. When your website boasts a responsive interface featuring soft colors, good typography, streamlined menus, it assures that a user keeps scanning the page.
This eventually has a positive effect on both the bounce rate and average session duration. So, this on-page SEO component works in two ways for your website. First, it makes sure users stay on the page and eventually convert. Subsequently, these high conversion rates improve the site’s rank, which means more traffic, more clicks. In short, better UX can set off a “virtuous cycle” for your website’s visibility and promotion.
On-Page SEO Allows You to Add More Sources of Organic Traffic
A comprehensive, on-page SEO effort also involves the optimization of images and videos. This can add more organic traffic to your website via Google image and video searches.
If you have just launched your website and are not sure about its on-page SEO quality, hire the expertise of Business Marketing Solutions Group. The SEO experts at the company will make sure your budding site can rank among the top results in the relevant searches.