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On Page Ranking Factors in SEO

Importance of On-Page Ranking Factors

On or Off Page SEO

Before we discuss all these on-page ranking factors, have you ever consider how much of the total ranking factors are on page?

Page Ranking Factors

Its a large section but its not the largest and its only about 1/4 of the factors.  On page gets a lot more attention than it deserves.

 In a search on Upwork:  seo “on page” had 51 projects

In a search on Upwork:  seo “off page” had 17 projects

That’s over 3 times as many on page projects, but off page is a larger piece of the pie?  Part of the most difficult task of any SEO is addressing the client’s bias to familiar topics and actually addressing the more important elements of a site’s challenges.  These are often challenges because the site owner is seeking on page SEO, which is also the part they’ve spent the most time focused on.  That makes it the least impactful as its already optimized.  Its true, some people do a bad job at optimizing on page but with a little attention to detail almost anyone can master on page.  Heres an example from an actual client site:

On Page Optimization Tips

Now mind you, the site is of an adult nature…but who’s kids are reading a blog post about SEO Factors, so I figure I’m safe.  The following is from an email I sent my client, I’ve removed the link targets in this post.

“Look at this paragraph…
Want to pair this sex toy with other quality products? Visit one of clientstore’s many sex store locations including Manhattan, Queens, the Bronx, Yonkers, Elmsford, and West Nyack.
Anchor text suggests the keywords are “quality products” and “locations”, thats the searches you are targeting?  Could this have been better?
Want to pair this sex toy with other quality products? Visit one of clientstore’s many sex store locations including Manhattan, Queens, the Bronx, Yonkers, Elmsford, and West Nyack.
The same links, the same text but altering the anchor text.”  The slight change of link placement and anchor text choice changes our page keywords from quality products and locations too sex toys and sex store locations.

A good rule of thumb is to use Google Search Console.  Review your queries and search phrases.  I bet quality products wasn’t one for this client, but sex toys was … and what would he/she imagine is going to deliver the most, relevant number of convertible visitors?

All Ranking Factors In An Info Graphic



There are a lot in the graphic but then there are a lot of factors.  From an article I wrote earlier in 2019 about ranking factors we learn the importance of various factors. Site Google Ranking Factors

What Ranking Factors Are Most Important

A graphic from that was produced using Data Studio.  I’ve embedded it below, you can mouse over it and make the image full screen using a tool in the lower right corner shaped like a square.

Notice though CTR is by far the most important factor.  Thats also the user component or User Behavior aspect.  You’ll get higher CTR through good customized and unique, Titles and Meta Descriptions.

To find your H2 header’s impact you literally have to jump over 30 more important factors.  Also notice the second item IS NOT Keyword.  Thats at the bottom.  Relevant Terms are words similar to your keyword.  So if your keyword is “Privacy Fence Construction” then you need to ensure your content includes terms related too but not a repeat of that keyword.

On Page Optimization

The below information is an article, reposted from moz.com

The way your page is optimized can have a huge impact on its ability to rank.

What are On-Page Ranking Factors?

On-page ranking factors can have a big impact on your page’s ability to rank if optimized properly. The biggest on-page factors that affect search engine rankings are:

Content of Page

The content of a page is what makes it worthy of a search result position. It is what the user came to see and is thus extremely important to the search engines. As such, it is important to create good content. So what is good content? From an SEO perspective, all good content has two attributes. Good content must supply a demand and must be linkable.

Good content supplies a demand:

Just like the world’s markets, information is affected by supply and demand. The best content is that which does the best job of supplying the largest demand. It might take the form of an XKCD comic that is supplying nerd jokes to a large group of technologists or it might be a Wikipedia article that explains to the world the definition of Web 2.0. It can be a video, an image, a sound, or text, but it must supply a demand in order to be considered good content.

Good content is linkable:

From an SEO perspective, there is no difference between the best and worst content on the Internet if it is not linkable. If people can’t link to it, search engines will be very unlikely to rank it, and as a result the content won’t drive traffic to the given website. Unfortunately, this happens a lot more often than one might think. A few examples of this include: AJAX-powered image slide shows, content only accessible after logging in, and content that can’t be reproduced or shared. Content that doesn’t supply a demand or is not linkable is bad in the eyes of the search engines—and most likely some people, too.


On Page Ranking
Many Factors Go Into Ranking


From: A Visual Guide to Keyword Targeting & On-Page SEO

Title Tag

Title tags are the second most important on-page factor for SEO, after content. You can read more information about title tags here.


Along with smart internal linking, SEOs should make sure that the category hierarchy of the given website is reflected in URLs.

The following is a good example of URL structure:

  • http://www.example.org/games/video-game-history

This URL clearly shows the hierarchy of the information on the page (history as it pertains to video games in the context of games in general). This information is used to determine the relevancy of a given web page by the search engines. Due to the hierarchy, the engines can deduce that the page likely doesn’t pertain to history in general but rather to that of the history of video games. This makes it an ideal candidate for search results related to video game history. All of this information can be speculated on without even needing to process the content on the page.

The following is a bad example of URL structure:

  • http://www.imdb.com/title/tt0468569

Unlike the first example, this URL does not reflect the information hierarchy of the website. Search engines can see that the given page relates to titles (/title/) and is on the IMDB domain but cannot determine what the page is about. The reference to “tt0468569” does not directly infer anything that a web surfer is likely to search for. This means that the information provided by the URL is of very little value to search engines.

URL structure is important because it helps the search engines to understand relative importance and adds a helpful relevancy metric to the given page. It is also helpful from an anchor text perspective because people are more likely to link with the relevant word or phrase if the keywords are included in the URL.

SEO Best Practice

Content pages are the meat of websites and are almost always the reason visitors come to a site. Ideal content pages should be very specific to a given topic—usually a product or an object—and be hyper-relevant.

The purpose of the given web page should be directly stated in all of the following areas:

  • Title tag
  • URL
  • Content of page
  • Image alt text

Here is an example of a well-laid-out and search engine–friendly web page. All of its on-page factors are optimized.


The content page in this figure is considered good for several reasons. First, the content itself is unique on the Internet (which makes it worthwhile for search engines to rank well) and covers a specific bit of information in a lot of depth. If a searcher had question about Super Mario World, there is a good chance, that this page would answer their query.

Aside from content, this page is laid out well. The topic of the page is stated in the title tag (Super Mario World – Wikipedia, the free encyclopedia), URL (http://en.wikipedia.org/wiki/Super_Mario_World), the page’s content (the page heading, “Super Mario World”), and within the alt text of every image on the page.

The following example is of a poorly optimized web page. Notice how it differs from the first example.


This figure shows a less search engine–friendly example of a content page targeting the term “Super Mario World.” While the subject of the page is present in some of the important elements of the web page (title tag and images), the content is less robust than the Wikipedia example, and the relevant copy on the page is less helpful to a reader.

Notice that the description of the game is suspiciously similar to copy written by a marketing department. “Mario’s off on his biggest adventure ever, and this time he has brought a friend.” That is not the language that searchers write queries in, and it is not the type of message that is likely to answer a searcher’s query. Compare this to the first sentence of the Wikipedia example: “Super Mario World is a platform game developed and published by Nintendo as a pack–in launch title for the Super Nintendo Entertainment System.”. In the poorly optimized example, all that is established by the first sentence is that someone or something called Mario is on an adventure that is bigger than his or her previous adventure (how do you quantify that?) and he or she is accompanied by an unnamed friend.

The Wikipedia example tells the reader that Super Mario World is a game developed and published by Nintendo for the gaming system Super Nintendo Entertainment System–the other example does not. Search results in both Bing and Google show the better optimized page ranking higher.

An Ideally Optimized Web Page

An ideal web page should do all of the following:

  • Be hyper-relevant to a specific topic (usually a product or single object)
    • Include subject in title tag
    • Include subject in URL
    • Include subject in image alt text
    • Specify subject several times throughout text content
  • Provide unique content about a given subject
  • Link back to its category page
  • Link back to its subcategory page (If applicable)
  • Link back to its homepage (normally accomplished with an image link showing the website logo on the top left of a page)

Daniel Scott


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