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Understanding the on page SEO ranking factors will help you to get your web pages found.
There are a number of different ranking factors when it comes to on page SEO. To produce the best results in terms of ranking in the search engines, it is always best to ensure that your keywords are placed in all of the right places on your web page. By only placing it in some of the key positions will hinder the ability of the web page to rank for a particular keyword. So it makes sense to take the time to set up your web pages correctly. The best results will be seen when all of the on page SEO factors are adhered to.
Google no longer use the keywords meta tag to identify the keywords for your site and their algorithm simply ignore the meta tags as a ranking factor. I do still put my main keyword in my meta tags as there are search engines which still use the meta tags of a web page as a ranking factor.
Placing your target keyword in the URL of your web page is the most important place to put it. This carries the most weight when it comes to on page SEO. You don’t necessarily have to have the exact word in the same order as your target keyword phrase, as even having the individual words in a different order will help. But by matching the target keyword in the URL exactly to the phrase you are targeting will have an increased value in terms of relevance.
The page title is the area of the web page which is also referred to as the tab of the browser window. This is the next most important place to put your target keyword phrase. Again, the order of the words can be different but, if all the words that appear are in the same order as your target keyword phrase, then this will be the most powerful way of optimising for that keyword phrase. This will produce the best results in terms of ranking.
Placing your keyword in the heading tag is the next most important place. The heading tag also varies in importance with the H1 tag being the most powerful. You can also use your keywords in subheadings which will be H2 and H3 tags, but this level of optimisation is not necessary and may be seen as keyword stuffing if there is not enough variety in the uniqueness of the headings. If done correctly though, this can be a very powerful way to optimise your web pages.
Getting the keywords in the meta description can help with conversions but not with rankings.
The meta description is not used as a ranking factor by Google. However, it can be used to provide the snippets which appear in the search engine results with your site listing. So from a conversion point of view, to get the user to click through to your site from the search engine results, it is very important to make sure your target keyword phrase is in the meta description. Simply because a user is more likely to click through to your website if they see the exact keyword phrase in the description. Also ensure that your use of words in your description is very good and gives the user a reason to click through to your site. Providing a solution to their problem or search query is always a good way of achieving this.
Placing the keyword within the body or text of a page is the least most important place to put it. Ensuring that the exact keyword phrase appears in the same order at least once is sufficient. You can also use a variety of other related LSI keywords to help the robots to understand the context of your web page and keywords when they visit and scan the words on your page.
The internal linking structure and navigation of your site is also a ranking factor which Google place a lot of importance upon. Making your site easy to navigate with all internal pages linking to one another is a great way to make your site more user friendly and hence get better rankings from Google. It is also a great way of passing link juice throughout the internal pages of your website.