Home » On-Page SEO: Complete Beginner’s Guide

On-Page SEO: Complete Beginner’s Guide

on-page SEO
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Many people believe there’s nothing more to on-page SEO other than scattering a few keywords in a few places. That’s false. While keyword placement is still important but it’s not as important as it once was.

Although on-page optimization isn’t as easy as it used to be it’s still the most simple aspect of SEO. It’s among the few areas you have total control over and doesn’t require any technical know-how. If you’re able to do basic edits to websites or write (or have someone you know who can) as well as to conduct some basic research and write, you can accomplish it with ease.

Let’s get started.

It is Chapter 4 of the An introduction to SEO


1. On-page SEO basics

Creating SEO content 2. How to create on-page SEO content

Optimizing content 3. How to optimize your content

Advanced on-page optimizations 4. Advanced on-page SEO optimizations

On-page SEO tools 5. On-page SEO tools

Chapter 1: On-page SEO basics

We must first be aware of what on-page SEO is and what it does and why it’s important.

What is On-page SEO?

SEO on-page (also known as”on-site SEO”) is the process of optimizing web pages so that they get higher rankings in search engines. It includes the optimization of visible content as well as an optimization of the HTML and the source code.

Why is On-page SEO important?

Google analyzes your site’s contents to determine if it’s a suitable result for the query. The process includes searching for keywords.

Screenshot from Google’s ‘ How Search Works ’ page.

However, there’s more to on-page SEO than incorporating keywords in your content. There’s a lot more to it.

Google is searching for the most relevant results for a query and its algorithms search for other relevant information on the page. If your site is focused on dogs but you don’t include the different kinds of breeds Google is aware that there are likely to be more relevant results there.

Relevance is such a major element of on-page SEO that unless you master it, you’ll never get a position.

Chapter 2: How to create SEO-friendly content

Before you think about creating ‘technical’ SEOs, like adding keywords here or there you must create content that Google is looking to rank. To do this, you must have the primary keyword in your the back of your mind. Go through our guide to keyword research in the event that this is not the case.

In any case, there are four essential things you must learn:

  1. Relevant
  2. Completely
  3. Unique
  4. Be clear

1. Be relevant

Relevance is, in fact, the most vital aspect of SEO on-page, which involves aligning your content to the intent of searchers. Don’t provide searchers with what they are looking for then your odds of being ranked are very slim.

Since nobody knows the intent of a search better than Google The best start is to look at the most popular results that are currently top-ranked in terms of the three Cs that define intent for search:

  1. Content-type
  2. Content format
  3. Content angle

We’ve already described this idea in our guide to keyword research. We’ll dig a little deeper because as we’ve said before aligning your content to your intended purpose is crucial.

1. Content type

Content types typically are classified into five categories: blog articles categories, products websites, landing pages, or videos. For instance, all the most popular websites in the search for “black maxi-length dress” are category pages for e-commerce of well-known stores.

US rankings for “maxi dress” via Ahrefs’ Keywords Explorer.

If you’re looking to be ranked for the term, however, it’s unlikely that it will occur with a blog post. People are in purchasing mode, not being taught.

In some words, However, the results aren’t easy to determine.

If we examine the results that rank the highest for “plants,” you’ll see many e-commerce websites along with blog articles.

US rankings for “plants” via Ahrefs’ Keywords Explorer.

If this happens, you should use your best judgment. If this is the case, even though there’s a 50/50 ratio between blog posts and e-commerce sites in the search results The top three results are eCommerce pages. This suggests that the majority of people are seeking to shop and not to learn, which means you’ll probably have the best chance of being ranked on this particular keyword by creating an online store.

2. Format of content

Content format is a major consideration for blog posts since they’re generally lists, how-tos or news articles, opinions pieces, or reviews.

For instance, every result of “force to restart the iPad” guides on how to use it in addition to those on apple.com.

US rankings for “force restart iPad” via Ahrefs’ Keywords Explorer.


In the case of the keyword “marketing ideas,” these are all lists.

US rankings for “marketing ideas” via Ahrefs’ Keywords Explorer.


To have the best chance of ranking for any of these keywords, follow the same guidelines. The attempt to rank a listicle for a guide when people are looking for a step-by-step guide will be a tough struggle.

But, just like the content types, the SERP doesn’t always appear as straightforward as the above examples.

Take a look at the top-ranked pages for “how to increase the number of subscribers on YouTube.” There’s an even mixture of blog posts with lists and how-to formats.

US rankings for “how to get more subscribers on youtube” via Ahrefs’ Keywords Explorer.

In this instance, since “how-to” is the search term it’s probably the most effective way to go. It’s important to remember that there’s no definitive solution. Everyone has their own view and it’s possible to choose to go in either direction. We decided to use the listicle format for our blog post on how to increase the number of YouTube subscribers as it was a good fit for the information we were looking to give.

Our page ranking in position #9 for “how to get more youtube subscribers.”

3. Content angle

The content angle is the principal selling point of the information. For instance, people searching to find “how to make the perfect latte” appear to want to learn the best way to prepare it at home, without the use of specialized equipment.

US rankings for “how to make latte” via Ahrefs’ Keywords Explorer.


For “best MacBook” the public is clearly searching for the latest results.

US rankings for “best MacBook” via Ahrefs’ Keywords Explorer.

In case you didn’t understand the concept in the past it’s not always as clear-cut. When you look through the results of the “fried rice recipe” there are many angles: easy, best, and restaurant-style.

US rankings for “fried rice recipe” via Ahrefs’ Keywords Explorer.

In this instance, the best angle to present your content is a matter of opinion. Pick the angle you believe would be the most attractive and beneficial to someone who is looking for “how to cook the perfect fried rice.”


While it’s essential to make sure your content aligns with what users expect, However, you don’t always prefer to go with the flow. If you’re confident you’ll get the users’ attention by using an alternative type of content and format or angle, you are welcome to try it.

2. Make sure to be diligent

Content that is broadly aligned with the search engine’s intention is a good starting point however it’s not enough. In order to earn being on the first page of Google, the site must meet its promises. That means it should cover everything that searchers are looking for and would like to look at.

If you’ve identified the three Cs of search engine intent, you may already have an idea of what people be looking for. For instance, if writing about the best way to purchase Bitcoin and the top pages are designed for people who are new to Bitcoin, it might not be a good idea to describe the blockchain in detail.

But, looking at the three Cs provides only an overall view of your goals. To understand the scope of the content you should be writing about you must go deeper and analyze relevant pages that rank high.

The keyword in this case will be “relevant.” When you’re aiming for the phrase “best sets of golf clubs” and are planning to write a blog post on the top sets, then you shouldn’t be studying and drawing ideas from top-ranked eCommerce pages or blog posts on individual clubs. It is important to look at similar sites that are similar to yours.

Let’s examine how we can do this.

Find subheadings that are common to all

The majority of pages break topics into subtopics, using subheadings. They provide quick insight into the search terms people are searching for, particularly in the event that you find the same subheadings or similar ones across several pages.

For example, if you go through the subheadings of the page to look for web-based SEO guidelines, then we will see that every page has a definition.

The #1 page for “on-page SEO.”


Definition from the #2 page for “on-page SEO.”

From the #3 page for “on-page SEO.”

If all the relevant pages with the highest rank have this information and more, it’s safe to say that searchers would like to be aware of it. Google may be aware that sites that address these issues result in higher satisfaction for users than pages that don’t and decides to rank them higher.

If you’re creating a listicle you could also check out subheadings for information on particular products, services, or other tips you might like to include.

For instance, if you make use of the free on-page report within the Ahrefs SEO toolbar You’ll notice that the pages with the highest rankings for “best golf clubs” include a few of the same sets.

Subheadings on the #1 page for “best golf club sets” via Ahrefs SEO toolbar.

Subheadings on the #2 page for “best golf club sets” via Ahrefs SEO toolbar.

Be sure to use this method with some salt. If your key phrase is “best golf clubs and all the top ranking websites mention a set you know is not good do not include the set just because everybody other people did.

Search for subtopics within the keyword rankings

Based on our analysis which included three million queries that the top-ranking page is ranked for close to 1,000 keywords that are relevant to the top 10.

A lot of these keywords could be different ways of searching for the same topic. For example, if you put the page that ranks the highest for “best golf clubs in Ahrefs’ Site Explorer and looks through its keyword rankings Report, we will see that it is also ranked with keywords such as:

  • the most effective sets of golf club
  • the best golf clubs sets for 2020
  • A great pair of golf club
  • the best sets of golf complete
  • best golf set

Screenshot from Ahrefs’ Site Explorer.

However, some keywords may represent subtopics that belong to the broad subject.

For instance, that page is also ranked in the top 10 positions for:

  • Sets of golf clubs for men
  • best budget golf clubs
  • best golf club brands
  • Set of golf clubs and bag
  • best amateur golf clubs

Screenshot from Ahrefs’ Site Explorer.

Searching for subtopics in keywords on relevant pages with top rankings is a great way to identify topics you may like to include in your writing.

Another method to accomplish this is to search for keyword intersections across several pages. To do this, simply add a couple of relevant URLs of pages to Ahrefs’ Content Gap tool then play in the amount of intersects before you’ve got the right collection of results.

Enter relevant top-ranking pages into Ahrefs’ Content Gap tool 

… then adjust the “intersect” toggle until you see keywords that represent subtopics.

Take a look at the pages in a manual manner

Searching for common subheadings and keywords is the quickest method to gain insight into the topics to be covered. However, you won’t be able to learn all the information you need to know about this method. It’s best to spend time manually looking over the web pages to gain a deeper understanding of the subject.

If we go through the first three pages of the top golf club sets we will notice that the majority of the top-rated sets are for beginners under $300. There is no mention of the “best” sets since they are expensive and cost thousands of dollars. This suggests that it’s predominantly beginners that are looking for this phrase therefore there’s no need for looking at high-end items since searchers will not find it useful.

In addition, we can see that the majority of top pages include the pros and cons of each set of items.

The #1 page for “best golf club sets” lists pros and cons…

…and so does the #2 page.

It gives us an idea of the best way to write our content for users and what attributes of the product they’re most concerned about. For example, it appears like the bag’s quality is a major selling point for people looking to purchase a set of clubs.

Take a look at the SERP features

In addition to analyzing rival pages, there’s more to be learned by examining SERP features such as the featured snippets and the “People also ask” (PAA) box.

For instance, although there’s not a featured snippet for the best golf clubs, there’s the box for the PAA. The questions also provide insights into other topics that users might need to know.

The ‘People Also Ask’ box for “best golf club sets.”

The last question in the second row tells us that people searching are likely to be priced-conscious and are looking for a high-quality set of clubs at an affordable price. This is the same as what we had thought when we analyzed the most popular pages. The majority of searchers are novices and don’t want the most elite clubs.

When we review the results of “how to use a golf club” we can see that the video that is featured is a video on YouTube.

Youtube video in the featured snippet for “how to swing a golf club.”

Even if you did make this keyword the focus of an article on your blog, however, the fact that you’ll see video rankings in the snippet suggests that people are likely to seek out visual aids. This is why it’d be logical to incorporate videos or images showing the effect in your blog post.

3. Be unique when you do on-page SEO

It is essential to provide searchers with what they need, but it’s also important to bring something different to the marketplace. Don’t do this or your content will be similar to the rest of the web. No one would like to be a link to another similar piece of content.

Everything we’ve discussed up to now should have given you the best structure for your content however there’s always room for some imagination.

As an example, if you browse the SERPs to search for “SEO suggestions,” the intent is evident. The users want a list of strategies to boost ranking and drive more traffic.

US rankings for “SEO tips” via Ahrefs’ Keywords Explorer.

This is what we came up with that you can see in the blog’s position in number 2.

However, while most of the ideas that we’ve listed aren’t original but there are some that aren’t found anywhere else. One tip is to embed videos within relevant posts in order to gain the attention of Google. If someone stumbles across our website, finds that helpful, and decides to spread the word to others, they will have no option but to share it or post a link to our site.

It’s not as easy to accomplish this when you’re dealing with other types of content however it’s possible.

For instance, it may be difficult to design a distinct category or product website, but you can make use of things such as:

  • Better filters
  • Better product photography
  • Unique product descriptions
  • Reviews

4. Be specific when you do on-page SEO

However well your content matches with the intent of the search or how well it’s written and how well it’s written, no one will be able to take the time to read it if they aren’t clear. As an example, the webpage below matches the user’s intent for the term “all-grain brewing”–but it’s just a tiny piece of text that no one wants to read.

Great result, but it’s a wall of text!

Follow these simple steps to write clear and concise content that readers will be drawn to:

  • Bullets to assist skimmers.
  • Utilize descriptive subheadings (H2-H6) for hierarchy.
  • Utilize pictures in order to separate the words.
  • Use simple terms that are understandable by everyone.
  • Make use of paragraphs and sentences that are short to stay clear of “walls of text.”
  • Make sure to use a larger font to assist readers with eye strain.
  • You can write as you talk to make it more engaging and informal.

This is about making the page as simple for users to locate what they’re looking for. If you provide everything users would like to know about on your website, however, they can’t locate it, they’re likely to go back to search for a site that is clearer and easier to comprehend.

Alongside the suggestions above and the advice above, we suggest putting the “need to be aware” prior to the “nice to know.” The method is referred to as the pyramid inverted method.

As an example, the time we were writing our guide on the difference between 301 vs. 302 redirects we knew there was a great deal to go over. We also learned by analyzing the SERPs that the majority of users were interested in knowing the differences between the two kinds of redirects. We created a detailed guide that explained the specifics of both types of redirects, we also made sure to outline the main differences in a single sentence at the top of the article.

If you’re unsure about the terms ‘nice to know or must know’ about your subject check out the pages that rank highest. When we look at our”best golf clubs’ instance and we find that they all feature the top golf clubs before providing more details on the sets, meaning that those who are looking for the best selections, not just pro and con and other details.


Chapter 3: How can you optimize your content?

Advanced Learning

  • The Complete Guide for Searching Intent
  • How to create SEO Content
  • How to be a better SEO Writer
  • 11 Content Writing Tips
  • 12 SEO Copywriting Tips

Making the type of content Google and other users want to view can be a hard part. Now, you need to optimize the technical elements like meta tags as well as URLs. This is the cherry on the cake. It helps ensure Google and other search engines that your website is the most effective result.

Here’s a quick checklist.

1. Make sure to include your keyword in your title

Titles for pages are usually wrapped up in one of the H1 tags. This is likely the reason you should include your keywords in the title is the norm for SEO since time immemorial.

Google’s John Mueller even confirmed the importance of headings in 2020.

In the case of the text on a page an article’s heading is a clear signal to us that this portion that is focused on the subject.

John Mueller, Search Advocate Google

The inclusion of keywords in the title is a common practice for the majority of SEO professionals. You’ve likely seen these in the title of our posts before.

Keywords in our title tags.

It doesn’t always be logical to use the exact wording within your post’s title. Instead, use instead an equivalent alternative. For instance, the primary keyword for this article would be “SEO outsourcing” yet the post’s title reads “How to outsource SEO (Simple Framework).”

It’s also essential to ensure that your titles sound natural, so make sure you use the conjunctions or stop words whenever it is necessary.

2. Use short, descriptive URLs in On-Page SEO

The use of short and descriptive URLs helps users to comprehend the purpose of a webpage prior to clicking.

For instance, take a look at this and these URLs


Both pages focus on the same subject, but this isn’t apparent from the URLs. The second URL is the only one that tells you what the page’s content is this makes for an undoubtedly clearer and more relevant result on the SERPs.

The majority of CMS allows you to change their URL slug (the part that follows the domain name and subfolders) quickly, and setting it to the keyword you want to target is usually the easiest method of optimizing. We do this for almost all of our blog posts.

Be aware that this is a different case of using the targeted keyword, if and only where it makes sense. In certain situations, it might be better to use a different keyword more effectively. For example, our primary key phrase for this article will be “how long should blog posts be.” However, since this seemed to be a bit long in the wrong way, so we decided to go to “blog article length” instead.

Making things concise is crucial since Google cuts down long content in its SERPs.

3. Optimize your title tag on-page SEO

A compelling title tag is crucial since it will show up in the results of a search.

The most common way to come up with one is to use it as your blog’s page or the title of your post. This is the method we use with nearly all blog posts. For instance, the blog above post has the same title and tag.

This is also the title tag for our post.

However, there are occasions where it is sensible to change things up a bit like when your title is long enough. Similar to URLs Google reduces long title tags in its search results.

Utilize common sense to reduce titles that are long enough. For instance, in our guide to writing content, we removed the last line.


If you’re making titles for thousands or hundreds of pages that are similar, like categories, product, or service pages, you’ll prefer to follow the same formula for all. You can find out more information about how to accomplish this by reading our guide to creating title tags, which is linked below.

4. Write a compelling meta description

Google frequently displays a page’s meta description is a short description in the SERP.

How often? Based on our analysis that included 192,000 pages, it’s about 1/3 the times.


Google dynamically creates informative snippets all the time.

Meta descriptions aren’t an element of ranking, but they are still crucial since a compelling description could result in more clicks and more traffic.

Utilize these guidelines to write a captivating description in a short time:

  1. Extend your tag for the title. Include USPs that you could not fit in your title.
  2. Match search intent. Find out what people are searching for.
  3. Use active voice. Contact the searcher directly.
  4. Be concise. Limit it to 120 words or less.
  5. Incorporate your keyword. Google bolds words and phrases that are closely linked to the query.

Don’t waste in writing up meta descriptions because they’re not very important in the scheme of things.

5. Improve your images when you do on-page SEO

Images can be ranked in Google images and bring more traffic to your site. In actuality, in the last 28 days, we’ve had more than 4000 blog visits through image search.

Search visits to the Ahrefs Blog from Google Images over 28 days.

Here’s a simple three-step process to optimize your photos.

A) Name images in a way that is appropriate

Google states that filenames provide clues as to the subject matter of the image, therefore dog.jpg is more reliable than IMG_859045.jpg.

Unfortunately, many smartphones and cameras use generic names for photographs and images. And so do computers. If you’re taking screenshots to blog posts the name will usually be in the form of Screenshot 2021-01-12.png.

In this case, you need to change their name of them. Here’s how:

  • Be descriptive. black-puppy.jpg > puppy.jpg
  • Be succinct. black-puppy.jpg > my-super-cute-black-puppy-named-jeff.jpg
  • Don’t stuff keywords. black-puppy.jpg > black-puppy-dog-pup-pooch.jpg
  • Use dashes between words. black-puppy.jpg >> black_puppy.jpg (this is the Google’s official suggestion)

b) Use descriptive alt text when you do on-page SEO

Alt Text (alternative text) is an HTML attribute used in tags in order to define an image. This attribute doesn’t appear on the actual page and appears like this:

The main purpose of alt-text is to increase accessibility for those using screen readers. These transform page content such as images, into audio. Browsers can also display alt text instead of images when the image isn’t loading.

John Mueller from Google. John Mueller has also said that alt text could aid in ranking on Google Images:

When you are creating alt text Google recommends making useful, informative text that is keyword-friendly and relevant to the content of the page. However, they recommend against the use of keywords in alt attributes (keyword stuffing) because it can cause negative user experiences.’

In that light We’ve got the best advice to make alt text:

  • Be descriptive. Utilize relevant keywords when appropriate.
  • Be concise. Keep it short so as to keep users from being annoyed by screen readers.
  • Be exact. Describe what’s actually in the image.
  • Avoid keyword overfilling. It can cause your website to be viewed by the search engines as spam.’
  • Don’t mention the fact that this is an image. Don’t include “Image of” …””, or “Picture of” …” in your descriptions. Google as well as screen readers are able to determine that for themselves.

Let’s make an alternate text to this image of a puppy :





If you’re a WordPress user You can include alt text for images by adding them to posts.

Here are some steps for adding alt text to the SquarespaceWix as well as Shopify.

C) Compress images when you do on-page SEO

compressing images can make file sizes smaller, which leads to speedier loading times. This is crucial because the speed of loading is a ranking factor for desktops as well as mobile devices.

There are a variety of tools available to compress images, however, ShortPixel is one that we love. It comes with an online interface that lets you make up to 50 pictures compressible simultaneously at no cost and a WordPress plugin that compresses images once you upload images to it.


It is possible to compress as many as 100 photos per month using the Free version of ShortPixel. Then, you can charge at only a tiny fraction of a cent per image thereafter.

6. Include external and internal links

Linking to relevant external and internal sources helps users navigate through your site and locate more details. Some say linking to other websites is not good for SEO.

This is a rumor. There’s no evidence linking to other sites can harm your SEO.

In fact, Google’s John Mueller says:

Linking to other sites can be a fantastic option to offer the users with value. In many cases, links assist users learn more about your sources and know how your content can be relevant to the concerns they might have.

John Mueller, Search Advocate Google

While he didn’t mention anything regarding the on-page SEO effects of links that are outbound, however, he did mention that they can help users. We also have learned from Google’s manual on how search functions that the search engine is built to allow users to find the most relevant and beneficial results.’

However, this doesn’t mean that you have to hyperlink everywhere and everywhere to make a point. Simply link to both external and internal resources that you can use as product reviews, sources, or blog posts that are related to the topic. We’ve linked to a variety of both external and internal sources through this tutorial.

Chapter 4: Advanced optimization of the on-page

Advanced Learning

  • Create the Perfect on-page SEO Title Tag
  • Create on-page SEO-friendly URLs
  • Write the Perfect Meta Description
  • Often do Google Change Meta Descriptions? [Study]
  • 12 Actionable Image on-page SEO Tips
  • How to Optimize Your Alt Text Text for on page SEO

All we’ve discussed up to now is sufficient to optimize your pages effectively however there are many other options to consider. If you’re getting good rankings and you are looking to improve your ranking or simply would like to do some serious work on your on-page SEO There are a few advanced optimizations.

1. Optimize to be featured in snippets of content

The Featured Snippets are a form of SERP feature which will typically appear close to the top of the results of a search. They respond to the user’s query by presenting a short extract from the most popular pages.

Featured snippet for “what are local citations.”

Since the snippet’s response is derived from a webpage in the results of searches it is possible to get to the top of the list by winning the search result.

It is generally more difficult to do than it is said The basic idea is:

  1. Get among the Top 10. Google usually pulls the snippet of code from any of the above pages.
  2. Be sure that Google already displays an attractive short snippet. You’ll use this to figure out how to answer the question.
  3. Answer the question on your website. Google can’t pull off your site if the answer is not there.
  4. Make sure you use the correct format. Paragraph or list, table, or table — what are Google and other users expect to look at?

Let’s take an example. For instance, suppose we’d like to find out whether there are featured snippets of content for our article about evergreen content. If we enter the URL into Ahrefs’ Site Explorer Filter the organic keywords report to see the top ranking, and we find that we’re already among the top 10 results for “evergreen content.’

Our US ranking for “evergreen content” via Ahrefs’ Site Explorer.

If we go to for the results of the Search Engine Results Page, we will see that the featured excerpt is a brief paragraph that provides a definition for the word.

Definition in the featured snippet for “evergreen content.”

In order to be in the running for this snippet of content, We’ll need to define it on our site.

If you were, however, we were trying to win the title of most popular web pages,’ we’d require tables of the top searches and their monthly searches.

A table in the featured snippet for “most visited websites.”

2. Embed link magnets

Links are still a crucial Google rank factor. Although linking is an off-page SEO, not actually on-page SEO, it is possible to attract more links by placing hyperlink-able snippets of your content on your website.

What do you know about an e-linkable snippet of code?

Examine the reasons people link to competing, similar pages.

For example, the principal keyword that we use in our blog posts is “long Tail Keywords.” In the event that we enter the keyword in Ahrefs’ Keywords Explorer, we can find several similar posts that have many backlinks.

US rankings for “long-tail keywords” via Ahrefs’ Keywords Explorer.

Let’s just plug one of these pages into the Site Explorer and then look at the “Anchors” report. It will show the most popular terms and phrases that people employ for linking the site. In this instance, we can see a large number of people linking because of data.

Anchors report in Ahrefs’ Site Explorer.

We need to incorporate some stats within our article to increase linkability.’

If we shift to another mode and look at the anchor’s report to find a top-ranked page on “SEO copywriting” we can see that there are many linking due to two distinct ideas.

It’s probably not logical for us to incorporate the same ideas in our article, however, we could add some innovative concepts of our own to improve the linkability. We did this as we discussed SEO copywriting.

3. Rich snippets of information with schema markup

Rich snippets are the results of a search that include additional information under the description, title, and URL.

For instance, Google shows ratings, cooking time, as well as calories on these recipe pages.

Google collects the information from a form of structured information on the page known as schema markup. In this instance, the pages are using an exact type of schema markup known as recipe markup.

Here are some other kinds of schema markups which can result in rich snippets of code:

  • How do I markup
  • Product markup
  • Review markup
  • Software markup
  • FAQ markup

For example, here’s a page on the SERP that makes use of FAQ markup:

FAQ rich snippets.

While rich snippets of text are not an indicator of ranking, however, many believe that rich snippets could attract more visitors, at least for certain pages.


If you are using WordPress you can apply schema markups to your pages and posts using popular plugins such as Yoast and Rank Math. Be aware that not all kinds of content can be suitable for enhancements to search such as rich snippets of content.

4. Increase the relevancy of your topic when you do on-page SEO

Google determines that a site is more relevant to the search query if it contains additional relevant content other than the keyword. For instance, for a page focused on dogs, then listing the breeds is likely to result in more relevant results when someone types in ‘dogs.’

If you’ve followed the suggestions in the second chapter the content you write should contain many pertinent terms, phrases, and concepts. It will naturally happen when you write.

It’s also easy to get things wrong, particularly when it comes to complex subjects.

As an example, this is one of the top results for ‘how you can brew beer. It’s a complete guide for the beginner but doesn’t mention the necessity of the aid of a siphon in order to transfer alcohol from your fermenter into bottles.

Page about making beer that lacks important details.

In this instance, if you’re not getting the results you’d like and aren’t certain what’s wrong it’s worth exploring what may have been missed on your site.

Here are some suggestions on how to accomplish this.

Make use of the ‘Also discuss the report when you do on-page SEO

The ‘Also Talk About the report from Keywords Explorer’ shows the most frequently used keywords and phrases by the top-ranking 100 pages. Simply type in your desired keyword to find out what the top pages discuss in an instant.

For instance, if you go through the report to find out “how to brew beer,” there are many keywords that refer to equipment and ingredients such as:

  • hops
  • yeast
  • malted barley
  • malt extract
  • wort chiller
  • Mash tun
  • auto-siphon

Things that top-ranking pages for “how to brew beer” also talk about via Ahrefs’ Keywords Explorer.

Since aspiring brewers have to be aware of many of these topics, it’d be worthwhile to include the basics in a beginner’s guide. If you’ve not included these items, it could be worthwhile to update.

It is important to be a bit more cautious in this process. Just because an item or word appears in the “also talk about report doesn’t mean you have to discuss it in your writing. The report can help you discover pertinent information you didn’t know about.

Run a TF-IDF analysis

The term TFIDF means Term Frequency Inverse Document Frequency. It’s a measure of statistical significance which is used to assess the importance of a particular word within the document. It is done by looking at how often it appears in that document, compared to a plethora of other documents.

When you run a TF-IDF analysis on your site and other top-ranked pages it is possible to find concepts shared by rival pages that you didn’t know about.

For instance, if we apply this method to our blog post on negative SEO We can notice that the other sites talk about issues such as the disavow file or natural hyperlinks.

It’s important to remember that the goal here isn’t to simply sprinkle these keywords throughout your text but to discover important ideas and concepts you may have neglected to discuss. Then, you can update the content to make a more relevant and complete page.

Also, take note that the majority of TF-IDF tools advise making use of “important” terms and phrases a particular amount in your website. We do not recommend using them.


LSI keywords aren’t there

The popular ‘LSI keyword’ tools are completely unrelated to LSI as well as it’s not entirely clear how they come up with their suggestions for keywords. While they may provide useful suggestions under certain conditions, however, their suggestions are not always excellent in my experience.

Chapter 5: on-page SEO tools

Advanced Learning

  • What can you do to optimize Your Website for Google’s Featured Snippets
  • Rich Snippets Guide
  • Write the Perfect Meta Description
  • Utilize Schema Markup to SEO
  • LSI Keywords Guide

Let’s review a few free tools that can help you in everything we mentioned above before we wrap up.

Yoast SEO

Add meta descriptions, titles, OG tags, and structured information to your pages and posts.


Math Rank, A Single SEO Package, and The SEO Framework all do the exact similar same.

Ahrefs Webmaster Tools (Free)

Seek out issues by using title tags, meta descriptions, alt text, and OG tags on your website.

Ahrefs SEO Toolbar (Free)

Examine the structure of other pages that rank high.

MetaTags.io (Free)

Check out how URLs, title tags, and meta descriptions appear in the results of a search.

ShortPixel (Free)

Optimize and compress images.

Merkle’s Schema Markup Generator (Free)

Create a variety of structured data using Google’s recommended format JSON-LD.

Rich Results Test (Free)

Examine the structured data on your site to determine whether it’s qualified for rich snippets on the SERPs.

Let’s wrap up this discussion.

Use the above tips Follow the tips above, and your site is likely to be more optimized than your competition. Remember that satisfying your search engine’s requirements is the most crucial aspect. While the technical aspects are important but they’re not as important as the frosting on the cake.

We’ll now look at the next element in the SEO puzzle: Keyword Difficulty


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