Website Optimization – On page factors

We’ve already explained what keywords are and how to choose them correctly, so you should be clear about which keywords or phrases you want to optimize your website for. Choosing keywords is the most important thing, they will make adjustments to your site to get the most out of them. So today’s topic will be website optimization – specifically, we will focus on on-page factors. On-page factors mean everything that can be changed on existing pages to best rank them in search results.

So it’s about editing the site. Conversely, anything that affects your placement in search results and is done outside of a website (such as creating backlinks) is called off-page factors. We will talk about these in the next article.

For the sake of completeness, let’s revisit what are the on-page factors:

  • your domain
  • the url of your individual site
  • correctly filled in meta tags description and keywords
  • page title
  • headings used in the page content
  • the content (text) of your site
  • bold and italics
  • “alt” attributes for images
  • links leading from your website to other websites
  • correct encoding of your site
  • Internal links on your site
  • website size
  • duplicity of text


Domain name

We explained the importance of matching keywords to a domain name in a previous article. If you already have your domain furnished, then you will not do anything about it. If you haven’t purchased a domain yet, take some time to experiment. Always try to get a domain that includes the name of your organization and the field you work in.

You can use a hyphen or write words together to separate words in a domain name. However, the hyphen is much harder to remember and it is also not easy to tell such an address to someone. Nevertheless, dashes still appear. Some even recommend purchasing and linking both types of domains.  This is so that there is no competition that will benefit from your advertising and gain those customers who enter the second variant in the browser. However, if you only want to have one domain, I would recommend using a domain without hyphens.

The URL of your individual website

You can already work with this, even if you already have your website active. You should already have the keywords and phrases for which you want to optimize your website ready. The name of the website and its url address should contain the keywords associated with the page.

Design your website so that you have a separate page for each type of product or service. These individual pages can then be better optimized than in the case of a single page, where you list everything you offer.

Use hyphens (-), not underscores (_), as word separators in the url. Most search engines consider the underscore as a combination of words . Which is not good, because no one enters the word sweet tea in the search. If you sell white goods, do not try to stack all the information on one page, create specific pages for different appliances. For example, the address should lead to a page that will be optimized for the keywords “washing machines” and the name of your company. Similarly in the case of refrigerators, microwaves, etc. If you also deal with repairs, create a unique page such as and you can then optimize this page for the key phrases “goods services” and “goods repairs” .

Divide the keywords and phrases on your list so that you have a unique page for each type of product or service.

Correctly filled in meta tags “description” and “keywords”

Fill in the description and keywords meta tags, depending on which page and for which keywords you are optimizing it. As already written, the meta tag keywords are ignored by almost all search engines, but you do not know where your visitors will come from and it is good to fill in this tag correctly. We also clarified the reason for the importance of the description meta tag – the search engine can use it as a description for a link in search results. Therefore, always try to present this information in a way that is as relevant as possible to the content of your site. The description in the description tag should be no larger than 200-250 characters and contain the Keywords and phrases for which you are optimizing the page.

Page title

Of all the on-page factors, the page title is the most important.

Here you can really effectively use the keywords you specify. Make sure that, like the description in the meta tags, the page title is unique for each of your pages. It often happens that the title of the page is the same throughout the site and contains only the name of the company.

Don’t make the same mistake.

Include relevant and engaging keywords and phrases that you’ve found to be frequently searched in the title of each website. The title of the page should not be longer than 60 characters, the optimal length is around 50 characters.

Keep in mind, however, that the title of a page, in addition to search engines, is mainly seen by people. It appears as link text in search results, so it should engage users and make them click on a link to your website.

Headings used in the page content

To optimize your site, it’s important that key phrases appear in the headlines. Headings appear on web pages in order of importance in levels 1-6 (tag <h1> – <h6>), with h1 having the highest weight and should appear only once on a page – usually as a full page title. Second- to sixth-level headings can now appear on the page as needed.

However, when using headings, you should respect the principles of correct formatting and segmentation of the text for its clarity and readability. So use the key phrase for which you are optimizing the page in the first level heading (<h1>) as you think users will enter it in the search.

The content of your website

As with headlines, your target phrase should appear in the text of your page. The ideal keyword density in the text is natural. Each page on your site should contain at least 250 – 1000 words, ie if you do not write a longer article, report, review, etc.

Bold and italics

Important phrases in the content of your page should be highlighted in bold or italics. Try to use highlighting where you’re optimizing your page, where appropriate.

On the other hand, it’s not good to overdo it with emphasis. If the search engine sees that you have used and highlighted a phrase 5 times in each paragraph, it could start to consider it spam.

“Alt” and “title” attributes

We’ve talked a lot about alternate captions, but again, I’m urging you to make sure every image on your site has the correct alternate description and caption.

The alternate description must be able to replace the image for a user who has the image turned off and should also contain relevant keywords.

The caption appears when you hover over the image and should specify what is in the image or where the user will go if they click on the image.

Links leading from your website to another website

Search engines also pay attention to which websites you link to. If you link to pages that are absolutely irrelevant to the topic of your website, you may dislike search engines. This can also be the case if you link to sites that search engines don’t like (such as sexually explicit sites, etc.).

On the contrary, if you link to websites that are related to your site, you will improve a bit again.

Correctly coded pages

Due to the fact that today there are a large number of different browsers (Internet Explorer, Firefox, Opera, Google Chrome, Safari…) and also the devices on which people view the website (PC, Mac, mobile phones, tablets ) is It is very important that your website is coded correctly.

This means that the form is properly separated from the content – the content of the page correctly written in HTML and the form (ie appearance) determined using cascading style sheets (CSS). These issues are addressed in (in English). If you do not encode your website, you can check it at Here you enter the address of your website and the validator will check it for you immediately.

You can then consult the results with your web designer :).

Internal link links on your site

Any page on your site should be accessible in no more than two to three clicks. If you have a very deep site structure, there is a risk that your site will not even index (know them) search engines and therefore will not display it in its results, even though it may contain a lot of useful information.

Try to stick to a rather flat structure so that all pages are as accessible as possible to your visitors. Whenever appropriate, it’s a good idea to link to other pages on your site. For example, on a page where you have an article about washing machine failures, you can also include in the text a link to a page where you offer service and the like.

Website sizes

Although almost everyone today has a high-speed Internet connection, some do not. And what if they are the people who need your product or service?

If you have many high-resolution images on your page, the download may take an infinite amount of time (note: 10 seconds is considered an infinite amount of time, then 95% of people turn off page loading).

In addition, many people today use various mobile devices to browse the Internet, which can be connected to the Internet through some mobile connections (eg GPRS, EDGE, 4G, 5G), which are still slow compared to home connections. The size of the page should in no case exceed 100 kb.

Duplicate text

If you have an e-commerce website or any other type of online sales, pay close attention to this problem. If a search engine detects that your site has the same content as many other sites, it will exclude your site from the database because it will not consider it important.

Rather, it forwards the user to an older and more trusted page.

In many cases, this problem arises unknowingly. For example, the e-shop operator can copy its description from other websites to the page with the description of the offered product. And now it’s unfortunate. Pay attention to this and always write everything in your own words and create each text as unique.

Closing word

Finally, let’s talk about how you can inform the most well-known (and most used) browsers about the existence of your website. If you have a newly created website, it usually takes some time for search engines to index it,  to examine it and store it in their database. You can help them a little by highlighting them on your newly created website.

You can notify Google at:

You have read above all the more or less important factors influencing search engine optimization.

Even if you are not the creator of your website, it is good to know about these aspects and check them out.

If you are unfamiliar with the code and you are not able to fix any problems yourself, make a list of things that need to be fixed on your site and pass this list on to your web designer .

About the author


View all posts

Leave a Reply

Your email address will not be published. Required fields are marked *