On Page SEO involves making changes on each page of your website so that it is properly optimized for a specific keyword related to the page content and relevant to your business. Each page is an opportunity to rank for a different keyword. So, whether you are building a new website or fixing your old one, you want to create many pages with a lot of relevant content so that you can target and rank for each of the keywords that will get your business noticed. Just peppering pages with keywords won't cut it. Search engines are smarter than that! The context of the keywords is as impotant as simply using the word itself. Targeting a keyword like "marketing" when you are a sporting good store isn't going to improve your marketing results for your business. The key to on page SEO is driving RELEVANT traffic. Also, placement of your keywords is critical to effective on page SEO.
There are four absolutely critical places to include your keywords on each page:
- Page Title
- Header (H1 Tag)
- Body Text
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It also helps to include your keyword in the meta description, but don't optimize your meta description at the expense of making it a good call to action. Once you've been "found", you want that first impression - which is created by the meta description - to count. Meta keywords, which once were the holy grail of on page SEO, aren't really looked at by Google anymore, include them as a best practice, but not as a front line approach to optimization.