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What are on-page ranking factors?

What are on-page ranking factors?

What are ranking factors, and why are they so important?

Ranking position ‘1.’ on Googles search engine is not something that happens over night, nor does it happen by chance.

The position of your website can be the reasoning for your success or your failure. Search Engine Optimisation (SEO) is the process of increasing traffic to your page through Googles ranking algorithm.

Below are a list of 7 ranking factors that our team of experts think are crucial to get your website at number 1!

1. Page Titles & Meta Descriptions

Whilst this may sound obvious, meta titles and descriptions are paramount when it comes to on-page SEO. When search engines are reading your pages, they check variables such as the page title, description, headings and content in order to decipher what the page is all about. They then use this information in addition to factors such as DA, competition and off- page SEO in order to rank your page in a pre-determined position in their index. So get this right…and you are onto a winner!

2. Outbound Links

Linking to authoritative pages within your content sends trust signals to the search engine. Supporting your content with trustworthy domains can increase the legitimacy of your content, and this is good for SEO and your rankings.

3. URL Optimisation

Well this is technically two (a little white lie)
First, is URL optimisation and the second is URL structure. Google URLs should be less than 255 characters and use hyphens to separate the different parts. Just like page titles, an SEO friendly URL is short, descriptive and includes your target keyword.
And secondly, the URL structure should mimic the structure of your website. Best practice is to group your pages into categories helping users to find what they want, faster. For example, a good structure would be:
Homepage > Services > Web Design
opposed to
Homepage > Services > Design > Web Design.

4. Imagery and multi-media content

It’s not only text that can be optimised, but also imagery, video and multi-media, which can all help aid your SEO.
Not only that, but imagery makes a page more interesting and easier to understand for users and SERPs. One of the biggest problems when using images however, is that they add to the loading speed of a page. To avoid this, here are a few of tips you can follow:

  • Use original images.
  • Optimising the size of the images. The smaller the size of the image, the better for page loading speed and ultimately, SEO.
  • Use an ALT tag to describe the image.
  • Use descriptive filenames that correlate to the content of the image.

5. Page loading speed

As page loading speed goes from one second to five seconds, the probability of bounce rate increases by 90%. Google have officially added speed as one of the known ranking factors.
As a marketeer, your job is to ensure your website loads as fast as possible by taking into account Google’s recommendations.

6. Mobile Friendliness

60% of Google searches come from a mobile device. This means that if your website is not mobile friendly, you are already losing half of your potential traffic. So, what should you do?

As a first step, check your website with the Google’s search console in order to identify any potential problems. Once fixed, crawl your site as would be done by a user and search engine and try and pinpoint any potential pain points with your site, ensuring everything is displayed correctly including your main CTAs.

7. Content

Remember: quality content comes first. But what is considered good content?

  • Original Content: Whether that be in the form of articles, text, images or videos – it’s
    always best to create content opposed to duplicating existing articles.
  • A mix of content: When publishing, try to think about the different strands of
    content. For example, if you post videos on your website try to add a text description
    as well.
  • Useful content: Content should be valuable and interesting, don’t publish content ‘for the sake of it’
  • Informed content: Users, (and consequently search engines) don’t want to read
    quickly prepared and uninformative content. Take your time to research the topic of
    choice, and make sure your post is well-informed.
  • Long articles: It may come as no surprise that longer articles are proven to rank
    better than shorter content. Adding length quite often means the content is more in-
    depth and therefore more informative for the reader.
  • Unbiased content: If you are writing about a certain topic or question, it’s important
    to ensure that what you write is justified and covers both sides of the argument.

If you need help with on-page SEO, or your wider digital marketing strategy why not get in touch with our team of digital experts who will be more than happy to help. Call us on 0800 084 3086 or email your query to


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