2016: On-Page SEO Best Practices

Written by: Jason Bayless | April 08, 2016

On-page SEO refers to the techniques that website owners use to optimize their pages for search engines. In 2016, embedded videos will become more popular, social and website content will become more integrated and mobile searches are projected to surpass desktop searches. Below explains the best practices of on-page SEO for 2016.

Website Analytics
Never before has benchmarking been so important. Google Analytics is still an important tool to measure website traffic and other important metrics and functions, such as tags, e-commerce and mobile apps. Fortunately, the Google Analytics Training Academy offers expert lessons, practice quizzes and community features. Additionally, Google’s Webmaster Tools offer integratable tools that are easily added to websites, such as crawl error, security issue and search query functions. Webmaster Tools will help users track search performance, find available resources and easily get support for the site. Every website owner must understand and embrace these two industry standard tools.

Alternative Analytics
Although Google stills offers the most popular benchmarking tools, there are new contenders that are projected to become more widely used in 2016. For example, Clicky offers real time information for a many types of web analytic information. This includes detailed information on every visitor, customizable tracking reports and heat-maps that highlight which pages visitors view. Piwik is an open-source analytics platform that offers many informative statistical reports regarding top page URLs,
keyword and search engines. Piwik provides an interactive dashboard that allows website owners to simultaneously view what is happening on multiple websites. Another alternative is KISSmetrics, which focuses on analyzing potential customer engagement and conversions.

Website Audit
Website audits are becoming a convenient way to quickly highlight weak areas that need immediate improvement. For instance Hubspot offers their Marketing Grader tool that provides comprehensive feedback about website optimization opportunities. Remember that a website’s sustainability depends on marketing effectiveness, which involves everything from blogging to social media to mobile technology. Website owners must remain aware of how their marketing efforts impact overall sales and marketing funnels. The Marketing Grader tool helps website owners understand how leads are generated, if the website is optimized for mobile devices and how marketing efforts compare to the competition. It also grades the website on blogging efforts and effective use of social media platforms. Marketing Grader provides detailed, step-by-step outlines that explain why and how to accomplish all recommendations.

Keyword Research
SEO optimization centers on keyword monitoring and discovery. The easiest way to learn keyword suggestions is still through simply entering keywords and keyphrases into Google’s search box without pressing the enter key. The related suggestions that come up are the best bet for potential keywords. Google Keyword Planner is still widely used to search for new keywords or ad group ideas. It provides historical statistics and predictive reports for keyword lists. Emerging alternatives includes Keyword Tool, which claims to be 99.99 percent effective, and Wordpot, which provides daily limited keyword searches free of charge. Additionally, SEO Book provides basic free searches for Bing, Yahoo! and Google.

Regardless of the website’s marketing needs, it’s now necessary to maintain an editorial calendar to ensure that content is consistently relevant. It helps marketing personnel and is a great management tool. Editorial calendars will track major events, such as holidays or super sales, which will drastically impact content. Companies with multiple websites use separate editorial calendars to track contrasting content details and types, such as eBooks and downloads. Marketing teams can use the editorial calendar to track ongoing projects, suggested content ideas and content that must be repurposed. Using an editorial calendar will also help with complex buying cycles that involve various buying stages, such as priority and paused orders, and distribution platforms, such as email and social media platforms.

To wrap up, be sure to find the proper balance between on-page and off-page SEO optimization. Link building and social booking are still important off-page activities.