On-page marketing is the optimisation of a website to improve engagement, as well as making it search engine friendly on Google. This is achieved through various methods which will be explained in further detail below.
How does on-page marketing help you stand out from the crowd?
Walk through China Town and you’ll notice every restaurant has someone standing outside the restaurant spruiking the latest offers. As you walk past countless outlets claiming their dumplings or spring rolls are the best in town, which one do you choose?
You’re more likely to pick the restaurant that has an enticing menu and an inviting atmosphere that you simply can’t pull away from (hello on-page marketing!). Plus, if one of your foodie friends has raved about that same restaurant or you’ve seen great reviews on Urbanspoon, you’ll be more inclined to pick it (the wonders of off-page marketing). Both played an equal role in your decision-making.
Let’s get back to the point, shall we? Going hand-in-hand with off-page marketing (external to your website), on-page marketing drives increased qualified traffic to your website. There’s no point ranking number 1 if you aren’t engaging with your customers the right way (yes, real life people!) or Google is having a hard time understanding your site.
Okay, so now you’ve got the picture…what’s next?
Here are a few quick tips to point you in the right direction:
1) High quality, relevant content – Yes, you’ve heard it a million times, content, that old chestnut.
- Unique content – Whether it’s images, Infographics or text, content must be original and unique to your business or service.
- Useful content – Why have a fancy site if it delivers no value to your customer? If you sell DIY furniture online, prospective customers will want to know how much money they will save on assembling themselves, how to assemble it, the benefits of DIY furniture… you get the drift.
- Fresh content – Whether you decide to do it via a regular blog or through updating your pages regularly, it is essential to promote user engagement by frequently adding new information to your site.
2) Search Engine Optimisation (SEO) – When Google crawls your site, think about your 70-year-old grandma trying to find new toys for her cat online and how she’d read and understand a website. This list is endless but these are a few things to get you started.
- Research and implementation – Identify the keywords that are most relevant to your page, have high volumes of search queries and a good chance of ranking and drawing relevant traffic to your site. For example, if you’re a vintage toy store located in Camberwell, an ideal suggestion would be “vintage toy store in Camberwell” rather than something generic such as “toys Melbourne”.
- Page titles – Make it unique and as clear and concise as possible.
- Meta-descriptions – Keeping in mind the 150 character limit, this is your chance to invite customers to click through to your site. It’s a mini summary of the page and a call-to-action.
- Main headings – Returning back to high school days, headings help Google summarise what your page is about. Thread important keywords through your <h1> and sub headings <h2>. Use dot points to reiterate key points.
3) Internal linking – This helps you keep customers on your page for a longer amount of time which has proven to lead to higher conversion rates.
- Linking to parent pages – For example, link the ‘About Us’ page back to the homepage.
- Linking to related sub-category pages and back up again – If you sell furniture, link the tables page to the chairs page and back up to the general furniture page. This suggests related products that customers may be interested in.
- Use a mix of page names and keywords as anchor text to link to the pages
Round of applause please, you’ve successfully come this far!
To wrap it all up, on-page marketing is just as important as off-page marketing. It is essential to keep your website original, unique and, ultimately, able to deliver value. It promotes user engagement and quality information that will guide the customer through each stage of the buying cycle. Refrain from the temptation of using old-school spammy SEO tactics!
Not everyone is a marketing genius and it can be a pretty tricky field to navigate. How about we give you and your business a little kick start?