Understanding On-Page Search Engine Optimization

Understanding On-Page Search Engine Optimization

Your website needs to be well-equipped to respond to searchers’ questions. These questions come in varied ways and include different words to express a similar query. You have to crack the art of optimizing your page through On-Page Search Engine Optimization.

Let’s say you have super-engaging content as well as multiple keywords in your mind. Your content won’t mean anything unless you use On-Page Optimization to rank higher in search results.

Simply put, Google needs to understand what you’re saying to place you in their top searches. Can’t wait to learn more? Without much ado, let’s dive right into the technical aspects of On-Page SEO!

What is On-Page Search Engine Optimization?

The On-Page SEO process aims at getting your page to rank higher in search results. This eventually increases traffic to your webpage. This process initially involves the strategic placement of the right keywords.

On-Page SEO also comprises modification of internal links, title tags, URS, as well as your content. However, Google has become much smarter than before. It skims through webpages to find keywords as well as looks at several other aspects.

Finally, Google also checks the bounce rate, search intent, user-experience, search intent, as well as the click-through-rate to decide your page’s rank.

Target the Right Keywords

It is important to understand keyword-use for On-Page Search Engine Optimization. Keywords are mere single or multiple-word phrases that hold power to make your website a high-ranked one.

Keywords need to be curated smartly to grab a visitor’s attention when they search for something particular on Google. Google’s job is to scan your websites to see where the keywords are located. It also notices the frequency of keywords.

Search engines don’t show your rank. Instead, it simply indexes your website as well as lists the pages. Let’s look at the different kinds of keywords and their usage.

Primary Keyword

Primary keyword usage is the first step to ranking high on a search result page. Once you get your primary keywords right, you need secondary as well as supporting keywords to back your page.

Here are some tips for identifying and using the right primary keyword for your website.

Research your keywords

  • Create an Excel Sheet to track keywords.
  • Put your brain to use. Keywords often come from brainstorming hard. The trick is to analyze each word that comes to your mind as well as ranking them in order of relevance.
  • Look up your competitors’ webpages. Check their URLs or Title Tags and incorporate a similar pattern for your page. You can use Google Keyword Planner to do in-depth primary keyword research.
  • Another option is to look up your search console data. You can study the keywords that are boosting your page’s traffic and the ones that require alteration. This is a very important step to get your primary keywords right.

Choose the right keyword from your research

  • Search for your webpage on Google and analyze its current ranking.
  • Go through your competitors’ webpages to select the keywords that will help your page the best. Do not blindly copy keywords.
  • Study the basic services that your website offers and the purpose for which you’ve created it. Analyze the category you come under and find the exact fitment of your page. This will help you target the right primary keywords to make your page rank higher.

Secondary Keyword

Primary words are not the only source of traffic for your webpage. Your page is ranked through other keywords called secondary keywords. If the primary keywords are not strong enough, the secondary keywords will help strengthen your page.

(Source : Google Images)

Secondary keywords are part of a group of keywords that optimize the content on your page. These groups are also called ‘clusters.’ The best way to look for secondary keywords is to look up related searches on Google. Google Trends can also be an effective tool to determine secondary keywords.

Supporting Keyword

It is crucial to determine the exact difference between primary and secondary keywords and how they assist you in ranking your pages higher on a search result. Supporting keywords also help boost your presence on Google. The best trick is to study other websites in your domain.

Online forums and platforms like Reddit can offer a great deal of help in understanding the target audience. You can use these to keep tabs on what people want to know. It is also very beneficial to look up current discussions on online platforms. This way, you directly read what people are searching for, and you can optimize your page accordingly. This helps you decide supporting keywords to shift these readers’ attention to your page.

You can even head to Wikipedia’s table of contents to analyze the questions asked by readers. This is known to be quite accurate for finding appropriate secondary keywords.

(Source: Google Search)

For example, the above screenshot depicts how you can check Google’s conversations to answer questions using your keywords. This will help your page to rank well on Google.

What are Silos? Why are they important?

(Image 2:


The flow chart above shows the design of a webpage. The most common structure begins with the home page. This is followed by a parent or target page. These pages mostly determine the primary services offered by the brand along with deeper information about the company itself.

Child pages are created after the home and parent pages. The main factor here is the URL structure to understand silos. For example, xyz.com/parent/child or syz.com/category/parent/child makes silos based on the URL.

Google prefers web pages with an effective silo structure-keyword. Secondary keywords are best placed in the target page along with the primary keywords. Most searchers access other pages before the target place.

Let’s imagine a blog with several articles. These articles contain the right keywords that searchers are looking for. These ‘other’ pages offer solutions for a problem that will ultimately lead visitors to the target page. Let’s look at an example to understand this better.

The UK is a popular tourist destination. Let’s say London is hosting the cricket world cup. Your task is to provide backlinks to pages that answer related queries. For example, people might also want to know the weather in London, the flight prices, the cricket match fees, and even see what hotels to book their stay in.

The main aim of these supporting pages is to drive traffic to your website. Adding external links to the target page helps in engaging visitors. If visitors like the content you provided about the UK, they might check out your website for more such information. This tip helps you gain more visitors and even get them to subscribe to updates, newsletters, or even make a purchase.

How to divert your audience to the target page?

You need to meet Google’s expectations to rank well on a search result page. You need to understand what Google wants you to offer. It is important to know the different kinds of pages that exist before you consider making an impression with Google.

Pages like the category page, product page, long-form blogs, and articles, etc. have different purposes. You also need to analyze each kind to meet Google’s requirements.

There are times when a webpage’s rank dips. This is quite common, especially with outdated web pages. This happens because Google constantly filters pages as well as analyzes trending keywords to rank pages.

Update your web page

Researching your competitors is important. However, you also need to study the images, videos, and other media they have used. You can use these points to outline your page. Let’s look at the importance of outlining your page.

Why do you need to outline your page?

  • A page without an outline looks unorganized, boring, and does not appeal to visitors well.
  • A well-outlined page highlights the quality of the content as well as the structure of your page. It is pointless to offer great services and information without a quality outline.

Roman Numeral Outline

Google checks the hierarchical order of the webpage’s content as well as the ‘H’ tags. It is important to have a proper website structure for Google to analyze. You need to format your content using the roman numeral outline.

Where to place keywords

We have studied different keywords, silos, types of pages, etc. Now, we need to know where to place these keywords. When Google looks for websites, it checks the keywords used, contextual terms, as well as the variations offered. These are the best places to place your keywords in various categories.


A- Meta Title/Page Title, Body Content, H1, and the URL

B- Anchor Text, H2, H3, H4

C- Bold, Italic, Image Alt

D- Open Graph, Schema, and HTML Tags

What do ranks constitute?

The four main elements of an SEO rank are primary keyword placement, contextual terms, variations of the primary keyword, as well as the final word count. Let’s take a closer look at these elements.

Primary Keyword Placements and Variations

The primary keyword is the main keyword used in ranking your website. Variations are simply the synonyms of your primary keyword. They can be partially relatable or even abbreviations. For example, Dubai Desert Safari Packages could be your primary keyword, and the variations could be Desert Safari in Dubai, Dubai Desert Tours, etc.

Contextual Terms

Contextual terms are conversational words that occur while discussing a certain topic. Let’s say you’re looking for the white sauce pasta recipe. The contextual terms would be white flour, pasta sauce, pasta mix, etc.

Word count

Word count is an important factor in deciding your page’s rank. The ideal word count is 1300-1500 words on a single web page. Studies say that a good word count boosts your ranking. These words are placed in the body in between <p>, <li>, <tables>, or among hidden text.

The Basic Approach to Search Engine Optimization (SEO)

Marketing, SEO, or content curation should not take up much time, money, effort. However, the first crucial step is getting the SEO done. It is ideal to use a basic SEO approach, to begin with. Start by placing your primary keyword in Group A. Add a few secondary keywords in your preferred subheadings.

Stick to the 1300-word count approach or look up your competitors’ pages to see the approach they have gone for. Finally, insert a few supporting keywords as well as utilize them as the silo posts. It is also necessary to focus on a content schedule.

Meta Titles and Descriptions

(Source: Google Images)

Unique meta titles, as well as proper descriptions, are important to boost your ranking. A meta title is the best place to introduce your primary keyword. It is better to use the same meta title for your page’s  H1s. Meta descriptions are also used in open paragraphs. There can be more than one meta description. (here)

Frequently Asked Questions

We understand that it could be tough to take this all in once. While you’re processing this data, we understand you might have some questions running through your mind. We’re here to answer your queries and help you understand the On-Page SEO better.

What is the difference between unique and duplicate content?

Google regularly removes web pages that contain duplicate content. This can be avoided by keeping 51% unique content on your webpage. In easier terms, 1 out of every 13 words on your page must be unique. Some tips to make your content unique are:

  • A new strategy
  • A well-researched list of latest resources
  • Strong webpage design and User-experience
  • A new and relevant case study
  • Stepwise processes

What word count should be maintained for e-commerce web pages?

E-commerce websites have visitors that want a brief product description with just the important details/features. E-commerce websites don’t need to focus on the 1300-word approach. Instead, they can aim for 300-500 words for each product page.

(Source: Amazon)

The page should be crisp, well-designed, informational, as well as contain media. This attracts more readers as well as improves the chances of a purchase.

Is it important to use the right terms/ words on our page?

It is normal to be confused as to whether Google takes grammar seriously or focuses on every ‘ed’ or ‘ing’ you’ve used. You can set your worries aside by checking how your competitors are doing on Google’s search results. You can also refer to Google’s word suggestions to add better or unique words to your page.

Advanced Outlines and Other Elements

We spoke about the importance of a proper structure and an outline for a webpage. Let us understand how an SEO page should ideally look like. In fact, if you have any new content coming up, it is beneficial for you to understand the concepts of page structure, tag totals, etc.

Page Structure and Tag Totals

Page structure includes elements like HTML Tags, H1 H2, H3, etc. These help in delivering exactly what Google expects. The elements we mentioned will allow you to boost your page SEO and make it simple for Google to scan it.

While creating the page structure, you need to focus on some intricacies. For instance, if you have twenty H3s, and your competitor has five to seven of them, then your page lacks somewhere in the structure. Use different plug-ins for your website.

It is not recommended to use plug-ins that do not offer modifications. Modifications are extremely useful for your page’s ranking.

(Image 3: https://www.google.com/url?sa=i&url=https%3A%2F%2Fconcinnitylimited.com)

An ideal Search-Engine Optimized Page should include the following elements:

  • Optimized and attractive headings/titles
  • Appropriate keywords that help boost page ranking
  • Unique content with a high readability score
  • Error-free content (No grammatical or spelling errors)

  • Bullet points to explain topics in a concise and effective way
  • A word count ranging between 1300-1800
  • Proper backlinks to guide visitors to target pages


Free Tools

Since we’ve understood what a page structure constitutes, it’s time for us to explain how you can use free tools to make your system. Firstly, you should see competitors’ pages and check the numbers to have an estimate.

You can use SEO Quake for your primary key to extract words that will help analyze your competitors’ approach.  It will also give you ample suggestions to make your web page rank higher.

You can also choose to search for your term and jot down the variations (bold highlighted terms on the search engine results page (SERP)).

(Source: Google Search)

The image above shows variation keywords. These are the search results in bold letters. For example, Washington DC, cheap flights, etc.

Advanced Keyword Research

We have explained the concept of keyword variations and how to incorporate them in your page. Now, we’ll shift our focus towards some advanced keyword research concepts like Lost Keywords, Keyword Cannibalization, as well as additional opportunities.

Lost keywords are the ones used to rank your page. It is important to identify these keywords if your site’s ranking on Google has gone down. Keyword Cannibalization assists you to come up with extra opportunities to save various keywords.

These two techniques are effective tools to make changes or have a quick impact on your page’s ranking. All you have to do is look for the right words since they already pre-exist within your content.

How to incorporate lost keywords?

  • Create a new page for lost keywords
  • Re-target the page that contains the lost keyword
  • Make supporting pages for your silo

There are two approaches to search for a lost keyword. One way is through Ahrefs. Click on Organic Keywords within the dashboard, click on movements, and then select lost. The other option is to click on compare data in GSC, and then ‘download,’ followed by ‘use sheet.’

(Source: Google Images)

Understanding SEO Page Audit

Google Webmaster Guidelines organizes such audits. There are four things to keep in mind for SEO:

  • Find: The search engine finds your web page
  • Crawl: The search engine scans through your page structure
  • Index: Google indexes your site after finding it
  • Rank: Google analyses your page and decides its rank

Guide To A Comprehensive On-Page SEO Audit

You are already aware that your website requires optimizing for enhanced performance, augmented visibility, and maximum traffic. After tackling the first step of understanding on-page search engine optimization, find out what this module has in store for you.

On-page SEO refers to everything you can control on your website, and that is what we will talk about. The on-page SEO audit is loosely based on the Google Webmaster Guidelines. The GWB guidelines were only used to outline this module better. With this outline, you can expect your website to elevate in terms of ranking and branding.

While Google may not always be right, it is still the leading search engine. Many brands refer to Google to see what is ranking and what should be on your website, and you should too. With this module, you will learn exactly how to do that.

Before we go ahead with this module, here are the stages of SEO that you should know about. This is the usual method for search engines to identify brands based on search engine optimization.

  • Find
  • Crawl
  • Index
  • Rank
  • Brand

To explore an on-page SEO audit better, let’s break these SEO stages down.

Learning in-depth about On-page SEO?

On-page SEO is the method of optimizing web pages to rank higher and gain traction through search pages. On-page refers to a few components on your website that you can manage to optimize and bring in benefits. These components include content, keywords, and other such technical elements that help your website increase visibility.

Search engines follow a few stages for search engine optimization to help brands gain traction and visibility.


The first step that search engines get into is finding your webpage. This is critical, essentially because it will determine whether or not your brand will be ranked.

Search engines are a powerful platform that can organically find your webpage. But there are a few ways in which you can contribute to fasten this process and direct the search engines to your webpage.

Analytics/Webmaster Tools  One of the best practices for your website is to have a Verified Google Search Console Account, also known as the Google Webmaster Tools, Google Analytics Account, and Bing Webmaster Tools Account. These accounts will evaluate your website and provide information on site performance and issues.

(Source : Google Images)

Sitemap – Search engines use a sitemap to crawl your website, while humans use it to search pages on your website. You can submit your XML sitemaps to Google and Bing search tools so that their search engines can easily find all of your websites. On the other hand, an HTML sitemap is used by us, humans. The HTML sitemap offers a good user experience to your audience.

Robots.txt file – You can use robots.txt file to stop search engines from crawling your pages that you do not wish to be indexed. For example, you most definitely do not want your admin page to be indexed.

Meta Robots – This allows you to assign search engines some instructions to do while they crawl your pages. Meta Robots are those instructions. For ranking pages, you can set up a Meta Robots with a configuration including ‘index,’ ‘follow,’ and ‘archive.’

(Source : Google Images)

The configuration helps to inform search engines that they have to index the webpage, follow site links, and archive the webpage. Moreover, they prevent the search engines from displaying descriptions of other directories such as Yahoo or DMOZ. If you utilize resources like Yoast or Jetpack, then you do not need this method. These resources will automatically optimize your page with tags.  

Malware – No one likes malware, and your website should be free from it. In case your website is found with malware, your rankings will decline instantly. In fact, in extreme scenarios, you could also get de-indexed.

Manual Penalties – Manual Penalties are also known as Manual Actions. These are displayed in a tab in the search console. If a human reviewer on your webpage feels like it has violated Google’s policies, then they take action called a manual penalty. Try to resolve your manual penalties instantly and submit them for review.

HTTP(S) – Search engines will prefer your website more if you completely follow the required security measures. Search engines prefer a secured URL such as https://. Besides being widely used, https also plays a key role in your website’s ranking. 

WWW Redirect – Another best practice followed in SEO is the non-www domain record redirecting to www record for your website. This is also practiced to ensure there are no duplicate content issues with your website.

(Source : Google Images)

Domain Property (Search Console) – Make sure you claim your domain property in the search console. This automatically allows you to claim several other versions of the domain, including https, https, www, and non-www. Additionally, you can access your domain in entirety in one place.

Rel=Canonical – Rel=Canonical is a tag that will determine an URL for your webpage and the content on it. This tag combines all the external links that point to your webpage and make sure that the target page is given credit. The tag also resolves duplicate content issues for your website and provides maximum security against SEO attacks. It is recommended that you implement the Rel=Canonical tag on all webpages for your site.


After the first step of finding your website, it is necessary to have little to no structural issues. Structural issues will restrict search engines from crawling your website. Here are some examples of structural issues.

Structure Issues

  • Html/CSS

If your website’s HTML and CSS code have faults, then a code validation test can easily identify these issues. You might not be able to find these issues out, but they’ll hinder the search engine’s crawling on your websites.

Another common issue is cross-browser compatibility code issues that are checked by user experience and is not good for SEO. If you want to outrank a ‘superfluous’ website, then you can use a ‘lean’ code. Even though it is uncertain whether Google uses HTML or CSS as a factor for ranking, you can still start with this.

  • HTTP status

Everyone has seen errors popping up on their screens and wondering what they mean. This is what we mean by structural issues from HTML or CSS. Stay updated with the HTTP status, and here’s what each of them means.

500 errors are server-side errors and mean serious server issues. In case you see this, these errors must be resolved immediately.

404 errors are the popular ‘page not found’ error on a website. You don’t have to address them immediately since they have low priority.

302 errors are another low priority error that has temporary redirects. These should be changed to 301 to resolve them.

  • Broken links

(Source : Google Images)

Your SEO can be affected by a broken link on your website. For instance, if you have a 404 error on your website, it can go all the way back to a broken link.

Always make sure you check both internal and external links. Internal broken links should be your first priority, followed by broken external links.

Site Speed – Site speed is responsible for your website’s user experience and plays a role in website ranking. You can easily check your website’s details at the site speed report. The report evaluates scores such as Page Speed score, Yslow score, Fully Loaded Time, and Time to Time Byte (TTTB). For SEO specifically, Page Speed and Yslow scores are utilized with a page load time under 7 seconds.

Page load time may be a tiny factor, but it does not play a role as a ranking factor. In fact, Time to Time Byte (TTTB) plays a bigger role in deciding the ranking.

Content Delivery Network – The Content Delivery Network or CDN is a group of servers placed according to their geographical locations. Instead of having only one location of the server on your website, CDN helps disperse your website to servers globally.

(Source: Google Images)

With the help of global distribution, your website will load quickly and provide the visitors with the actual location of the server. CDN also helps to increase security levels because hackers only hack one server and not the entire network.

Mobile Optimization – With the increasing usage of mobile phones, you also have to help your brand adapt to mobile devices. This includes mobile optimization, first index, Google AMP, site speed, click-through rate, or mobile user experience. All of these include optimizing tools for a better mobile-based user experience.


Now comes the third step following finding and crawling your website. The next part to consider is indexing the website. The index simply refers to search engines categorizing webpages from your website according to content into their database.

Once you have a page about a certain topic, it is not directly categorized into a niche. The Index section further breaks into two parts, current, and future content.

Duplicate Content

Search engines curate authentic and unique content. In fact, the original content you post on your website will increase the chances for your website to be ranked. Duplicate content will also be shown as internal or external if detected.

Meta and Page Titles

Every page on your website serves its own purpose. Your page content should not only be different from other websites but your own webpages as well. Try to avoid duplicate meta descriptions and page titles. Keep a description and title that is unique only to your page.


If your website is in multiple languages targeting several countries, then this tag helps to instruct the search engines to use appropriate language for the visitor. The tag: rel=” alternate” hreflang=”x” aims to ignore duplicate content between numerous languages.  

Schema Markup

(Source: Google Images)

Schema markup is a language from inside a webpage that is only visited by search engines. This happens when your web developer marks up essential information about your business deep into the site with a special code. Essential information could include industry, location, operating hours, contact information, awards, description, etc. These are also known as the Rich Snippets because they allow rich and organic search results about your brand. Not to forget, the schema is a big factor in determining to rank.

Open Graph

Open graph is one of the efficient ways to add metadata to your pages and be able to control them. You can control how these pages land up on social media and are notified when it is shared. Utilizing an open graph literally opens opportunities for you. They increase your click-through-rates, bringing your website more traction. Try not to miss this step since it is the first important step for indexing and ranking.

Thin Content

Besides being unique, your webpage needs to add value to the World Wide Web. Search engines will only curate your content if they feel like it benefits the users. The measurement of content value is the word limit. Webpages with less than 250 words are considered to be ‘thin’ and are difficult to rank later on.

Reverse Silo Structure

A silo structure allows you to organize your website content. It helps you to structure your content in a way to increase your chances of higher rankings. Moreover, they also gain traction for target pages and supporting pages, both of them that work in combination through internal and external linking.

Here are some steps to set up a reverse silo structure.

  • Select the target page that you want to rank for your brand. Further, select a few articles published on the site that are related to your target page. Feel free to create new content, as well.
  • Then, link out to one of the supporting pages, and keep in mind that you can use the anchor text of your choice.
  • Go to the paragraph text on the supporting blog articles and link it back to the target page and then a supporting page.
  • Try to outreach to other websites interested in linking your supporting pages as well.
  • Make sure you create a silo structure like this for every target page on your website.

Choosing Keywords

When you are writing for your website, keywords are the most important part because they determine how the search engines will categorize your website. With the help of keywords, search engines also try to match visitor searches to related search results. Since search engines cannot ‘read’ the content, keywords placed in specific locations make it simpler to connect. Consider keywords to be your biggest strength and make it easy for search engines to figure out what your webpages are all about.

Make sure your target page is of a single niche. Try to optimize more than one primary keyword and phrases. This way, you get access to secondary keywords as well that are basically related keywords. These secondary keywords make up a cluster that will powerfully optimize your target pages.

Find these cluster keywords in the related searches section on your search engine results page (SERP), auto drop-down suggestions, ‘people also ask’ section or Google trends.


Finally, we reach the ranking section once all the previous stages have been tackled. Rank refers to placing your web pages in search results in a certain order. Google lists ten pages organically on every SERP. To claim the ‘first page,’ especially on Google, your webpage must rank in the top ten webpages listed for your target keywords.

This is exactly how the previous steps are so important in determining a webpage’s rank. But sometimes you might have done everything from your end and yet you worry about how to improve your rankings.

In this case, your rankings will improve solely by creating relevant content on the website and having quality backlinks for your target keywords.

Here are some factors to remember that can bring your rankings up.

  • Word Count
  • Latent Semantic Indexing
  • Exact Match Keyword
  • Keyword Variations
  • Page Score
  • Organic Page Performance
  • Click-Through Rate by Rank Position
  • Potential Traffic by Search Term
  • Click-Through Rate
  • Optimization Tuning
  • Overall Site User Experience


The final step to getting more visibility for your brand. Search engines are constantly searching for signals to identify legitimate websites and brands. Signals include how your brand is listed across the internet and the positioning in Google and Bing along with some on-page factors.

Brand Signals & Local Optimization – You have understood brand signals, but if you are wondering what the methods to optimize your brand signals are, then here’s how.

  • Google My Business Profile

(Source: Google Images)

Google My Business Profile is an essential, authoritative tool for your website, be it local, national, online, B2B, or B2C. Goggle uses this platform to verify if your website represents an actual brand. It does this by linking external links from properties like Facebook, YouTube, LinkedIn, etc. Moreover, it identifies your business location, reviews, and more. If you have not already optimized this for your brand’s website, then definitely should.

  • Rel=Publisher

Rel=Publisher is a tag that links your brand and content together. When you write quality content, Google can attribute the content and brand together. This is because Rel=Publisher is the exact same code or tag between the content and your Google+ Business Page. With the help of this tag, your brand can improve in terms of search results. No one can question its credibility as well because the Google+ Business Page is only accessible to G Suite users and businessmen. Due to this, the signal helps to improve website authority.

Authenticity, Citations, and NAP – Your brand needs to get listed in big data aggregators and have a consistent name through NAP (Name, Address, and Phone). Factual specifically serves as a business data aggregator. Many search engines do use Factual or any other leading company. They use other important industry citing sites to verify basic brand information.

Authenticity, Brand Awareness: Owning Your Brand Across the Web – If you want Google to view your brand as trusted and reputed, make sure that you are sending the right business signals. Check the below factors, whether they exist or are accurate.

  • Social media itself exists while all their information stays up-to-date and accurate.
  • Check if there were any negative reviews across business platforms.
  • This goes without saying, and you should stick to one name for your webpage.

Additional Information: On-Page Trust and Authenticity Factors – Google is always looking at a brand to check if they were original and reliable. Most indicators exist at the footer of stronger websites.

KPIs, Benchmarking, and Reporting

These determine the success or failure of a business. That said, these are some vital things to note when SEO is considered. There are several effective ways to do your KPIs and Reporting.

You can start by advocating page-level reporting through various keywords and unique content.

Another way is to analyze your website or specific web pages. You check its past rankings and compare them with current results. You must keep an eye on traffic, conversions, and impressions. Finally, you can benchmark everything by studying your past performance.

How to set up a dashboard?

There are many efficient ways to set up a dashboard. We understand it can get tiring, so we decided to help you out with a few things you can start with:

  • Google Data Studio: It is easy to use and free of cost!
  • Connect Analytics, Adwords, and Search Console
  • Google Analytics Data: This is great for engagement, to check page/site visitors frequently and for conversions.
  • Combine trends to build your reports
  • Search Console Data: Use this to lookup keyword positions, clicks, CTR, etc.

How to optimize your CTR?

There are millions of websites on the internet. How can you ensure that yours is the one that gets clicked? Well, it might not be a cakewalk, but here are a few ways to optimize your Call-To-Action:

  • CTRs with Question Tags get more clicks than others- Question Tags such as “Why should I eat green vegetables?” are visited more than other webpages because readers have shown an inclination towards them.

This is because people relate to questions better and feel like Tags with questions contain more accurate information. See the image below for an example-

(Image Source: Google Search)

  • Meta-Descriptions are a must- You need to have a meta-description for your web page. Yes, you get brownie points if it is a compelling description, however, just having one suffices.
  • Take help from Review Schema or FAQ Schema- These do not directly optimize your page. However, these are great for connecting to Rich Snippets. Let’s look at these two tools closely.

FAQ Schema

(Source: Google Search)

Review Schema

(Source: Google Search)

  • Use Power Words in your Title- Words like “Best,” “Top,” “Free,” and “You” are called power words because of their engaging quality. Using these words can help optimize your CTR.
  • Use the current year in your Title: Titles like “Top 10 SUVs in 2020” and “Best Matte Lipstick: 2020 Choice” are more likely to get clicks than other pages due to the effect of time. Visitors will find such titles more recent and hence will visit them first. Here’s a search result screenshot to help you understand better.

(Source: Google Search)

How to divide your reporting?

Reporting must be divided in the following ways:

The Complete Website

The record must include data about visitors, cluster keyword positions, clicks, conversions, CTR, conversion rate, etc.

  • A record of the previous three to six months must be maintained.
  • Benchmark data must include screenshots of metrics, including those from the start of the campaign to the present one.

Each Target Page

The record must include data about visitors, cluster keyword positions, clicks, conversions, CTR, conversion rate, time on site, and the Bounce Rating.

  • You must maintain a complete record of three to six months.
  • Benchmark data, including complete metrics from start to finish, must be maintained.

How to Calculate Return on Interest (ROI)

Businesses have two common goals when they start campaigns. The first aim is pure branding, while the second goal is to generate additional revenue. You’re also the one to decide the complete outcome of your campaign. However, you must be concerned about your Return On Investment (ROI). If you work well with ROI numbers, it will allow you to keep your monthly contracts going as well as demanding higher fees.

The following metrics should be considered before estimating the Return on Investment (ROI).

  • Real Search Volume
  • The Site’s Conversion Rate
  • CTR by Rank Position
  • The Lifetime Value of a Customer

Can images optimize your web page?

Images and SEO? Yes, it’s a match made in heaven. It is extremely beneficial to use images in your web pages. Here’s why-

  • Makes your page more engaging
  • Helps visitors relate to concepts better
  • Media makes content more relevant

However, are you adding the images properly? Are you using original/unique photos or resorting to Stock Images?

Well, let us tell you a fact. Stock Photos can hamper all your SEO efforts. It is better to use unique photos on your web pages instead of commonly used images on the internet. This is sure to boost your SEO ranking.

What is Schema?

Schema is tags that are embedded inside your website and will tell search engines what your website contains. Search engines do not understand the symbols and numerals assigned, for instance, the weighing metrics. Instead, you can simply tag Schema and state that this is a metric. This helps search engines to understand your website’s content.

Why is Schema the worst?

When it comes to convenience and easy usage of a tool, Schema does not necessarily qualify. While it may be taking a load off your shoulders, increasing traffic, it still is confusing to understand. Moreover, Schema is mainly difficult to implement.

But here’s the secret. Hide in plain sight!

(Source : Google Images)

Try to gain inspiration from some of the popular sites on any search engine results page. Try to look at their schema and understand the secret of their plain hiding. Further, you can use the Google Data Structure Testing Tool. The tool tells you if the schema you swiped is a good one.

Sitelink Search Box

Sitelink search is a custom search box that is available when you display branded searches. Only you should have a search feature on your website, and this can be put only on the homepage.


You can easily get breadcrumbs displayed for your website. Look at this and tell us if it looks similar, Books > Authors > Ann Leckie > Ancillary Justice.

Yes, this is exactly what breadcrumbs refer to. List all your URLs in the schema. Moreover, the URL mysite.com/type/keyword-phrase displays the 404 error. Most times mysite.com/type/ is not a real page as well.

Main Entity of Page

The main entity of the Page is a simpler opportunity to tell Google that this is what your brand is about; this is the content on it, and here’s why the brand is credible.

Item Page

Many users use the Item Page as a default. This page focuses more on one thing essentially, and it does not include fitting into another schema categories of Bollywood. The item page schema looks exactly the one in the previous schema category.

Additional Schema

Now that you have understood and looked at what Schema does, here are some more branches of Schema.

Spammy Schema Manual Action – It perfectly edits your schema mainly because you get to control a big aspect of it. Since it is manual, you can totally steer your goals into any direction.  

Product Schema – Through this category, you can access all the fun stars, reviews, prices, and more than usually pop out in the SERPs. If you want to make him pop, you can use Aggregate Rating and their offers. It only works when both of them exist since Google is a fickle-minded platform.

Local Business Organization – Studying the organization behind local businesses is a great way to understand how people live. But more so digitally, how do these businesses find their way back into the ranking game.

What is Medic & E-A-T?

Medic began in August 2018, came back in December 2018 and March 2019. Medic began as a series of core updates. A lot of websites started losing their ranks even though they were real websites. Their most demanding niches varied from medics, lifestyle, food, etc. and yet they started declining.

Further, this formed a concept of Expertise, Authoritativeness, and Trustworthiness (E-A-T). Since then, it has become easier to become the real website that you are. Although no search engine is in power to judge whose website is real, the E-A-T concept still is one of the factors. In the end, it is all about whether Google thinks you are a real entity or not.

The first thing you should do as a brand is to create your own knowledge panel if it does not exist. If your brand does not show up in this panel, it may not be as recognized.

While this is only the first step, there are several other factors to take into consideration.

Wikipedia / Wikidata – Google widely uses Wikipedia and Wikidata for information. This is your chance to take the steering wheel in your hands by creating an interesting page. You can try out Wikidata. But here are some key points to keep in mind when creating a Wikidata account.

  • Avoid using email addresses with your brand’s name completely visible.
  • You can use the same account to contribute to the most random topics by having multiple listings.
  • Once you create an account, you can add statements mentioning information like location, industry type, inauguration date, official website, and more.
  • In the end, add a ‘qualifier’ for related data to receive similar results, especially about your brand.

Google My Business (GMB) – Another way to verifying yourself is by setting up and optimizing Google My Business. Make sure you submit your website to Google My Business and claim it for every business location of yours. Next, confirm your details such as name, office address, phone number, working hours, etc. Go ahead and add a few appealing photos and then edit your brand introduction.

(Source: Google Images)

Some people go all the way and mention modes of payment, which is a good thing. Once you start getting traction, respond to every review politely, including the negative ones. A few more things that you can do is create a 360-degree virtual tour, post twice a month, or add an optimized image every week.

Yelp Optimization – If your brand is still not verified, claim a listing on Yelp. The process is pretty much similar to that of GMB. Fill in your information, add pictures, and respond nicely to your reviews.

Huge Trust Signal (GMB / G+ / YouTube / Rel=Publisher) – The huge trust signal is like a part two to your GMB optimization. You can create a huge trust signal by simply verifying certain Google properties with the same account. We have simplified the GG Suite optimization easier for you with these basic steps.

  • Log in to G+ through the GG Suite and your GMB account.
  • Click on your profile to grab the URL and add it to Ref=Publisher. This tag will go in the header of your site.
  • Now simply go to YouTube to sync and verify in the settings.

Citations – This is the reference information a brand provides, such as a name, address, and contact number. Usually, citation in SEO terms refers to the several business listings that take place on many sites. You can also call citations as business directories due to their large databases. There are two types of citations.

  • Major Data Aggregators

These are basically just large databases for brands. They include Factual, Infogroup, Newstar, and Axiom. Factual is widely used for schema identification. Other sources of entry include Whitespark, Brightlocal, Moz Local, Yext, or any credible citation service.

  • Niche Citations

The following major data aggregators are niche citations. These are specific to your brand, industry, location, keyword, or content. Find out whether your competitors are getting citations and then go ahead with getting one. Using a citation service, you can also try to conduct an audit. Moreover, you can compare these major citation services before opting for any one of the above.

3rd Party Review Sites – After you have taken the bigger steps of Yelp, GMB, and citations, you can now refer to 3rd party sites. In fact, let this be your moment for earning reviews. There are two ways to find out 3rd party review sites.

  • Knowledge Panel – Simply search your business on the knowledge panel and look at ratings or remarks given by other websites.
  • SERPs – Search for your brand’s reviews, and you will find numerous articles on it.

Site Information and Outbound Links – You have successfully gone through every step, and this is only to wrap it up. Here are some endnotes for you to keep in mind.

  • Establish different ways for your visitor to contact you internationally and locally besides your email or personal mobile number.
  • Edit your ‘about us’ or ‘meet the team’ section. Consistently update it so your brand can seem humanized to the visitors.
  • Ensure that your Terms of Service and Privacy Policy are specific to your niche and completely in place.
  • Form outbound links such as social profiles, content creation, etc. You can link all these externally as well.

Summing it up

Make sure you follow through with all or most of these steps to guarantee complete optimization, increased traffic, and maximum visibility.

Lastly, do not have duplicate content and be real with the content on your webpage. Make sure your originality stands out for Google to know that you exist. There are many ways Google will eventually discover your content and your website.

This guide has probably taught you as much as you would need to know about setting up your own optimization tools. As long as you are putting out original content in the world, your brand will surely get recognized and ranked.

That being said, just be yourself, and everyone will simply be drawn to your content.


Well, we’ve sure come a long way from the start. We spoke about essential On-Page SEO tips and gave you the latest insights into the concept. Now, we understand that it is a very vast concept and requires more than just 4,000 words. However, we’re also sure this guide has given you a massive head start.

The most important concepts we discussed were the keyword research tools, CTR optimization, Page Structures, and Outlines. Even though these may not look very intense, they are the most crucial elements of an optimized web page.

On-Page SEO is more than just adding the right keywords to your title or description. It aims at fulfilling the search intent and offering the most accurate data. That is the most vital part. If you fail at providing valuable data, optimization is pretty much pointless.

That said, we need to focus on keeping the ‘Giant G’ satisfied. All On-Page SEO tips also have one common goal- to crack Google’s ranking algorithm. It’s not easy but can be done by following the steps we mentioned in our guide. Well, we wouldn’t like to keep you waiting! Go on, optimize your pages, and conquer the ranks.

Your Complete Guide To KPIs, ROI, And How To Win Customers

Your Complete Guide To KPIs, ROI, And How To Win Customers

Well-researched and insightful websites amount to nothing if you can’t reach the audience you intend them for. Search Engine Optimization (SEO) indicates the key aspects that can increase your website ranking and traffic. While you might inculcate all the best SEO practices in your website content, you need a way to measure the same.

Having set benchmarks and understanding how to measure your success in terms of SEO is extremely important. Whether you measure the success of your website or clients, this is the most important aspect. Everyone likes seeing tangible results, but due to the nuances and technical nature of SEO, it can get difficult to see the result transparently.

For this reason, you must have a thorough knowledge of key performance indicators and calculators that give insight into your approach. This can even help you tweak your method to suit your website and personalize your approach with SEO. Without further ado, let us discuss some of the most effective ways to measure results.

KPIs, Benchmarking and Reports

When you use search engine optimization techniques, you, your team, and the client are putting in a lot of time, money, and effort into tactics that help the website increase its ranking. Key Performance Indicators or KPIs measure the success or failure of these tactics so that you know if you are getting your money’s worth.

Now to measure success, you need to set up a certain benchmark. You can measure the KPI before you begin your optimization.

Set this as a benchmark from which you can measure success after a certain period of optimization (for example, three months). This gives you a tangible measure of your practices and allows you to show your client that they’re getting their money’s worth.

Setting up benchmarks, having consistent reports with updates to your approach and set KPI’s can take your practice to the next level. However, this also means that you must know which KPI is useful and points to the true measure of growth. Read on to get an insight into the same.

Which KPI’s can you track?

Today, there are multiple approaches that you can use to measure the success of your optimization techniques. With more than 100 measures of success, it is difficult to figure out exactly what shows true growth and which KPI you must focus on reporting.

Page-level reporting with a focus on certain KPI’s can give you a more in-depth and holistic approach than pinpointing on one measure. Discussing your clients’ needs and including those points in your report is also equally important. Aside from those, here are some of the most important KPIs that help you measure your SEO success.


Most websites focus on lead generation or sales made as to the end goal for success. Conversion is the first step towards succeeding in that goal. You can measure individual page conversion by setting up goals on your dashboard and looking for the conversion rate through certain actions.

For example, signing up for a newsletter or opting in for email updates is an action that is considered a conversion.


Measuring the organic traffic directly points to your ranking and site visibility. If you have a relatively larger audience streaming onto your website, it means that your page probably has one of the top rankings. While many individuals prefer to track keywords to measure the site visibility, the traffic received gives a broader perspective for the same.


Impressions simply point out the visibility of your brand. If an ad for your website is seen, it counts as an impression regardless of if the viewer interacts with it. Impressions point towards brand awareness and help you keep a check on the ROI for campaigns. However, your conversion rate must grow along with impressions for a successful campaign.


The click-through rate or CTR measures the success of your impressions. If you see an amazon advertisement and decide to add it to your saved videos, amazon records this as a click-through and adds it to the total percentage. The CTR is a great calculator for audience engagement and interest.

Setting up a dashboard

Many tools help you analyze, compare, and consolidate your data into a report for the client or to measure your optimization techniques.

The most used of these is the Google Data Studio. This is one of the primary tools used to measure all SEO data. It is also extremely compatible with Google AdWords, Console, and Analytics. The console gives you all information regarding keyword performance, whereas analytics measures the website’s engagement, conversions, and visitors over time.

If you want to use something that works well with advanced connections that are not google, you can also make use of Supermetrics. This tool is similar to the data studio and even syncs with it. It allows you to gain access to the google studio and other third parties, non-google tools all in one place.

Here are some of the key points to remember when setting up a dashboard that will help consolidate a report:

  • Make sure that you include your benchmark, a short term period such as a month, and a long term period such as 3-6 months. This gives a more accurate understanding of growth through comparison.
  • Visual representation through graphs and displays of trends is important when setting up the dashboard. You can even include these in your report for a clear representation.
  • You will want to include a breakdown of the KPI’s for the entire website as well as the target pages. The KPI’s and the target pages should be discussed with the client before the optimization.

How long does it take to win keywords?

One of the most common questions that clients and SEO professionals have is to know how long it’ll take to win keywords. This means the duration that the keyword takes to rank number 1 or reach the goal you set for it.

With the changing landscape of the way we search and usage of simplified language through Siri and Google Now, it’s a lot more difficult to track down keywords in the first place.

There is no definite answer that you can give when it takes to winning keywords as the entire process is complex. Many factors come into play when you talk about keyword ranking. Due to this, when asked how long it takes, your usual answer will be vague. Here are two methods that you can use to get a more definitive answer to this question.

Calculation by Amount of Competition

You can calculate the amount of competition and the strength of competition for a particular keyword to see how fast you can climb up to a prime spot. This gives you a fair estimate of the difficulty of winning that particular keyword ranking.

To guess the strength of the competition of the target keywords, you can make use of tools such as Moz Difficulty. These tools give you an estimate in the percentage of how strong the competition of the keyword is. If the strength is somewhere near 30%, you can estimate around 2-3 months to win the keyword. Similarly, adding a month for every bump in percentage increases the number of months you take to win a keyword.

To check the amount of competition you have and hence the duration, you can make use of Majestic T&A. This tool allows you to measure the number of pages that the keyword turns upon in both the title and the backlinks. This shows the real measure of the competition you have. Each time the competition increases, you can add a month to the time it’ll take to win the keyword.

For example, under 30 would include no months added, but from 30-100, you will add a month, and from 100-200, you will add two months. When you add the months for both Moz and Majestic, you can get an estimate on the duration.

Keep in mind that keywords taking longer than 12 months are often more effort than they are worth. Furthermore, if you use the silos approach of long-tail phrases, you should achieve success for them faster than your primary keywords.

Calculation by Backlinking Domains

Google and other search engines consider backlinks, especially from established websites, as a vote of confidence. Due to this, backlinks have a huge effect on the ranking of your keywords and the website itself. You can review the backlinks created through URLs and referral domains for a competitor website using similar keywords.

This gives you a goal that you must achieve and an estimate on how many backlinks you may need to do so. If you build three backlinks a month, this divides your work according to content and the links themselves.

You leave a month to come with SEO friendly content with keywords that contribute to the ranking factor, and three months for building the links. This puts your total to at least 5-6 months if you have a month to work with unseemly circumstances that push the deadline forward. This is the average amount of time you take for top rank and to win keywords as well.

How do I estimate the Return On Interest (ROI)?

When you look towards SEO and invest in tactics that rank your website higher on search, it is to achieve a certain goal. For some organizations, this may be to simply get the word out about their brand and to increase brand awareness. However, for most websites, spending money on optimization means that you must get some kind of Return on Investment.

Now this ROI can include an increase in conversions or an increase in sales, but the result needs to be tangible. It also needs to justify the money that the clients or you are putting into getting these results.

Measuring the ROI can help you as it shows that a substantial effort was made that acquired satisfactory results. This justifies your contract and even attracts quality customers with higher pay. Here are some of the metrics that you must pay attention to when looking to estimate the ROI.

Real Search Volume

The real search volume is essentially the impressions divided by the impression share. The best way to calculate the same is to check the keywords in Google AdWords and get an exact number for your query.

If you do not have access to AdWords for any reason, you can use an alternate solution. This includes doing a broad search for your term that gives you keyword suggestions. These suggestions are your secondary keyword cluster and can give you general sensing of your search volume.

CTR by Rank Position

The CTR or Click Through Rate for a particular position is determined from data gathered from Google Search Console and Industry Averages. This helps you get an idea of the CTR you receive if you are at a certain ranking or position on the search.

If you take both the CTR and the search volume, it helps you get an idea of what course of action will give you the estimated returns you require.

Conversion Rate and Lifetime Value

The conversion rate and lifetime value are estimates that you can get from the client. The conversion rate is generally set against a certain benchmark goal that every website has access to from the Console. The lifetime value of a customer is the amount that the customer has contributed to the website. This contribution occurs through their interaction with the brand.

If you or your client doesn’t have access to either or haven’t set it up, it’s important to do so before moving forward. Lifetime value is lower for goods that are precious or other luxury services. So, you must measure this metric in your ROI only if it matches the website goal for its customers.

Calculating all these metrics together by multiplying them gives you a very realistic estimate of the value your optimization practices bring to the website. This is a great way to gain trust and make client acquisition easier.

What is Conversion Rate Optimization?

On-page search engine optimization especially focuses on getting traffic to your website. At the same time, it also increases the ranking in various search engines. While this has little to do with the Conversion Rate Optimization (CRO), it is important to understand the term for a more successful approach.

CRO deals with getting the traffic generated through SEO to interact with the website. This could mean something as simple as clicking a backlink to route to the website or adding items to the cart or writing a comment. There are several types of CRO, all of which are set up as goals and are easily measured using the Google Suite.


As discussed above, CTR or Click Through Rate is a way to measure the return on investment of SEO. However, using CTR by rank position is also a type of conversion rate optimization. You can guess the click-through rate by rank, and the pages or keywords that are underperforming can then be optimized.

The title and descriptions of the underperforming pages and keywords found from the CTR are updated or replaced to improve the conversion. This is an easy approach to CRO but still very effective in getting the required outcome.

Tell Visitors How to Covert

While this may seem like an obvious statement, many websites fail to practice this, which automatically leads to a loss of traffic generated through SEO. Telling visitors how to convert can include something as simple as having interactive buttons that are a call to action.

Furthermore, you mustn’t include only one feature. You must remember the sales cycle that explains how every visitor that comes to your website has different motives. This means that they may need different levels of persuasion.

Some may require new information, whereas others may require assistance through chat boxes or contact information. Others may even directly buy the product or service. Ensure that all of these actions are available on the page. Visitors shouldn’t need to scroll a lot or look for the same. This is a great solution to produce a higher CRO.

CRO Tests

As an SEO professional, it is important to constantly test and upgrade your website. Testing allows you to understand what you can do that can make the page better. Even if it’s not an SEO tactic, making slight changes in the website can greatly increase your CRO.

Tracking through AdWords or Analytics and then analysing and planning a simple approach to the factor is a must. Factors such as the call to action, forms, layout, taglines and headlines, navigation, or even the readability can be tested and optimized.

Once you complete these steps, you can test the factors on your page. Begin with an A/B testing approach to understand if the up-gradation works for your website. To confirm your hypothesis, you can also make use of the A/A test. If your results are satisfactory, you would’ve increased your CRO with a simple tweak in your website.

Using The Right SEO Tools, Finding CTR, And More On Keyword Research


Most brands are still finding the solution to how they can bring traffic on their websites. You might be unable to do so even after designing the most informative and appealing websites. Here is where SEO or Search Engine Optimization comes handy.

SEO can be chiefly broken down into several components. These include helping your website improve its ranking, bringing organic traffic to your website, and much more. Thus, understanding different factors of what your SEO Page should look like is vital.

Knowing exactly what to incorporate into your SEO webpage can give you an edge over your potential clients. Furthermore, If you plan to utilize a content strategy for your team, these factors can help you distinguish them. In this module, you will get illustrative insights into how you can design your SEO page.

Advanced Outlines And New Factors

In brief, over four standard factors account for the Search Engine. These are the very deciding factors of how your site can gain extensive traffic. Understanding these factors can help you determine how you can improve your SEO page.

This module is entirely based on a bit more complex elements apart from the very foundation of SEO. You will learn how to get a hold on much more efficient ways of building your SEO webpage.

Moreover, these elements can extensively benefit you and your time to expand your site as a whole. With these insights, you can train you and your team to build a remarkable SEO page.

Some of these factors are quite popularly known, while some of these have been discovered after meticulous research. On the bright note, these factors are enough for you to create your SEO page.

Page Structure and Tag Tools

If you aren’t already familiar with tag tools, these are the very elements of the page. These Tag tools are thus, found on the page structure. These tag tools can be anything between H1-H6 tag tools, anchor text, and much more.

Thus, these tag tools make up for the SEO pages are henceforth considered the very core component of a page itself. A very crucial factor of these tag tools is that it can help you create a page that Google wants.

Moreover, you can ever analyze how your competitive teams are standing out. For example, you can get a hold of how they are using the anchor texts. You can then determine if they are doing anything with their footers or with other such tag tools.

In a nutshell, they are an effective way of understanding what your team should utilize to increase your ranking. You can then outline your page exactly how Google wants to see it.

Every prospective client searches something specific. If you can need these needs, then you can turn them to potential clients. So, how can you do this? Well, altering your page based on Google and the user necessities can come handy.

Tag Totals And Hidden Factors

  • Avoid being a tag outlier
  • If you have a competitor average of 5 with over 20H2s, you might need to look into this element.

The Non-Existence Of A Factor

The Non Existence of a factor is primarily analyzed by Quora. We also found that this a top factor that correlates to gaining website traffic. Thus, in simple terms, determining the factors that your competitors make use of may benefit you.

One of the best ways of doing so is being mindful when it comes to finding the factors. Trust your instincts. If in case you see your competitors utilizing these factors, utilize them.

It’s better to have at least something that nothing at all, right? Thus, the best way by which you can create an efficient SEO page is to make use of different factors your competitors use. Elements like these can give you an upper hand over your competitors, you never know.

What Should An SEO Page Look Like?

Coming to the answer that most of you are looking for- What your SEO page should look like? The most fundamental basis of designing your SEO page is creating an outline.

This can start from creating your Title, adding the content below it, and so on. In brief, you should implement your SEO page with several relevant elements.

Furthermore, you need to ensure that your writers are well-aware of the H1, H2, H3, and further headings. Note that adding subheading can effectively help you make your content appealing.

You may further use different external links in your content. This can be done in a semantic manner. Such elements can help you boost your SEO page’s ranking as a whole.

Using (Mostly) Free Tools

Using the right tools for your SEO page can benefit you more than you know. However, most people are mind-boggled when it comes to utilizing the right tools. It might pique your interest that several SEO-oriented tools come free of cost.

Given below are a few of the most commonly used SEO Tools.

  • Moz
  • Majestic
  • Copyscape
  • Google Data Studio
  • Keyword Planner
  • Whitespark
  • NTopic
  • Bright Local
  • Ahrefs
  • Pro Rank Tracker
  • Gmass
  • Private Internet Access
  • Cora
  • Capsulink
  • Smartsheets
  • Gindexer
  • Social Adr
  • Page Optimization Pro
  • Squid Proxies
  • Visual Ping
  • Drip Feed Links

About 75% of SEO tasks are done with a myriad of SEO tools. Premium and widely used SEO tools can help you in several ways. These include- to advance function ability, get on-call support, higher significantly limits, and even stored data.

While you can find a plethora of free tools, choosing the right ones for your SEO page is indispensable. While choosing the tools, you should frequently consider three components. These include- cost-free availability, vast usage of the tool, and offers noteworthy value, along with actionable data.

The above mentioned-tools are some of the best tools for SEO. However, understanding which of them might benefit your page is essential. Thus, if you’re under a budget, free tools can benefit you.

Tools for Word Count

Every time you write content for your SEO page, noting down the word count is essential. Calculating the word count of every SEO content on your SEO is quite beneficial.

That being said, different word counting tools count the content in different ways. Some of these include- raw count, clean count, and abridged count. Counting the overall numbers of an article is quite easy.

To chiefly calculate your word count, you should follow simple steps. All you need to do is select your entire text and paste it on the respective word count toolbox.

Tools for LSI

LSI tools are chiefly used for LSI keywords. LSI or Latent semantic indexing tools are the means to LSI keywords. LSI keywords, in a gist, are related keywords.

These keywords are factually those words that frequently reoccur in your content. For instance, if your content is based on the topic Apple, LSI keywords help you detect if or whether you’re writing on the fruit or the brand.

So, why exactly do we use LSI keywords? LSI keywords prominently improve your content’s accuracy. They help users understand your content faster and better.

Top free LSI tools

  • Niche Laboratory
  • Keys4up
  • Semantic Link
  • Keyword Tool
  • KWFinder
  • Answer The Public

Tools for Primary Keywords

Primary Keywords are chiefly used to create readable and well-organized content for your site. Furthermore, these keywords can further detect if your page can lure your target audience.

Before choosing the keyword for your content, analyzing the chief theme of your page is necessary. The search engines such as Google and Bing are fond of accurate and relevant content. Thus, take this to your benefit.

Coming to the keyword tools, these can fairly help you identify the right keywords for your content.

Top free keyword tools

  • Google AdWords- Keyword Planner
  • Google Correlate
  • Keyword In
  • Unersuggest
  • Soovle

Using Adwords To Find Actual Search Terms

Google Ads, previously known as Google AdWords is a widely used tool for jotting down relevant keywords. These are the ultimate game-changer for the pay-per-click system. However, most people are unaware of how this tool works.

Most influential bloggers that earn through Adsense make use of Google AdWords. Google AdWords helps you find accurate keywords that you can incorporate into your content.

Nonetheless, choosing the right keywords can be quite a daunting struggle for many. Read ahead to know how you can use Google AdWords to your advantage.

Using Google Ads For SEO

One of the common mistakes most people make is they don’t take enough time to learn about the tool. Google AdWords offers a wide range of elements, starting from filters, segments, CTRs, CPCs, and much more.

Coming to filters, most people tend to overlook this component. You can filter out your requirements while searching for the right keywords. For instance, you can change the high-big value to whatever you please.

Elements like these can help you improve your chances of creating a robust social presence. Furthermore, the better your SEO rank, the better chances of you extending your client base.

Setting Up AdWords Campaigns For SEO Purposes: Fishing Campaigns

If you’ve already set up your AdWords, there’s a high likelihood that you may not have chosen the right words. Due to this, you may have a lot of broad match campaigns.

Lucky for you, you can undeniably bypass the work on identifying the most beneficial terms. You can then directly access the CTAs and attractors to simultaneously design your SEO page.

Thus, analyze this component and see to it that you avoid choosing the path of broad match campaigns.

Finding What People Are Actually Searching For: Search Terms Report

Search Term Reports, as the name suggests, are some frequent reports on keywords. These reports can thus help you analyze which terms different users are searching on the internet.

You must understand that regulating your SEO page means considering a very user-oriented approach. The function produces an entire list of the words and queries entered by users.

You can easily take this to your advantage to detect which keywords are broadly being discussed. Incorporating these keywords into your content can then help you improve your SEO score.

Simultaneously, this can then result in your website, gaining traffic as the users will click on your site’s ads.

You can look for search terms through a wide range of methods. One such instance is by selecting keywords while designing and regulating different campaigns.

Either way, ensure that you give your undivided attention to this element. It can be the basis for your site’s success.

Gleaning Data From Existing Campaigns

Another excellent tip that you should take note of is to glean data from existing campaigns. Gathering relevant information to effectively impact your site can help you lure your target audience significantly.

The existing campaigns can help you extract relevant information. Further, Google Ads play an imperative role in helping you understand your audience. To add on, you can even utilize keywords that convert into potential leads.

Gleaning data from existing campaigns is thus a good step of getting the upper hand on the real search volume. Users must do extensive research to create a strong SEO presence.

Bottom Line, these elements sum up how Google Ads can benefit your SEO page.

Using AdWords To Inform SEO Campaigns

Now that we know how effective AdWords is when it comes to improving your SEO score let’s learn more about it. AdWords is a remarkable tool for SEOs to leverage effectively luring organic traffic to their websites.

Another impressive benefit of AdWords is that you can use it to inform distinguishing SEO campaigns. So, how can you do this? Well, here is where CTA AdWords comes handy.

While Google AdWords may not offer you relevant information every possible time, it can be the start of your site’s efficiency.

AdWords For CTAs and SEO Copy

One of the most saddening and infuriating elements that content creators face is that they don’t revive enough clicks. Even if you create the most informative and engaging content, you might be missing out on something.

Thus, you can make use of AdWords for the call to action to boost your posts. Furthermore, you can do so by making your posts and content twice more engrossing. So, how can you do that? With AdWords, of course.

Getting people to click on your ads is undeniably the first step to achieving your call to action. AdWords can help you detect exactly the words people are searching for.

Creating user-oriented content is the key to excelling at SEO marketing. Thus, if you ensure meeting the necessities of your potential clients, you can boost your performance as a whole.

Note that generic words may not be doing you as many favors as you think. Most SEOs commonly make the mistake of utilizing generic words for the call to action. Avoid doing this.

Furthermore, plan a strategy. For instance, stick with fewer choices for more leads. There is no better way of progressing your SEO ranking than by sticking to minimal yet effective keywords.

Testing Calls to Action (CTAs)

It comes as no surprise that meticulously testing your call to action is essential before implementing it. Just like every other brand marketing strategy, you must plan out your calls to action thoroughly.

Get experimental with your website. You can start by trying out a different call to action techniques. Note that the CTA is an indispensable factor of every website.

It can set your objective straight to your users. Furthermore, it plays a crucial role in increasing your customer base and your company’s revenue as a whole.

Thus, CTAs pretty much are independent sources that can purely help you drive profit.

To convert your organic traffic into potential leads, CTA can be tremendously beneficial. Thus, finding the right keywords through Google AdWords can help you promote conversions.

Testing Copy And Design

Conceptualizing, coping, and then implementing your call to action is another crucially daunting factor. Once you are sure of the call of action you’d like to choose, implementing, it can be difficult.

For instance, you can choose any keywords and still fail to drive profit for your company.

Thus, designing meticulously tested calls to action can deliberately be the first step towards creating a core foundation for your SEO page.

Finding Actual CTR

If you aren’t already aware, CTR is nothing but click-through rate. In simple terms, CTR plays an effective role in improving PPC success. Nonetheless, finding actual CTR is something most SEOs are having a tough time dealing with.

To know how you can find actual CTR, understanding the very basis of CTRs is essential. Read ahead to know how you can utilize Click Through Rate for chiefly designing your SEO site.

Click-Through Rate

In the field of Internet Marketing or in this instance, SEO marketing, CTR has a very prominent role. Click-through rates are metrics that evaluate the overall clicks different advertisers receive. These clicks are based on the total amount of impressions.


That being said, accomplishing a top click-through rate can help you gain optimal PPC success. This is because CTRs entirely impact your SEO score. They further also impact the number of money users pay when they click on the ads.

If you’re wondering as to what you can do to get rid of the click-through rates that are holding you back, read ahead.

PPC click-through rate is the percentage of every individual who viewed your impressions. In brief, Click Through Rate= (Total Clicks on the Ad)/ (Total Impressions)

Finding True CTR Numbers/ CTR In Search  Console

Google AdWords is one exquisite platform that offers pricing discounts for ads. This is only subject to those ads that offer significantly relevant content. The most focal reason for finding true CTR Numbers is to provide top-quality sources to different ads.

AdWords thus aims to help you achieve high-quality quotes with high click-through rates. Furthermore, you can even expand your ad position fo comparatively lower costs. Finding true CTR Numbers depends on several elements.

Some of them include- Targeted Keyword to bid on, cost-effective bids, and much more. Further, you can also find them through relevant tools and methodologies.

You can further also make use of the filter option within the Search Analytics tool of AdWords. Then, customize the filters accordingly, and you will be able to find true  CTR Numbers.

(Source: Filter Option within Search Analytics)

Industry/ Niche Average CTR

The average CTR depends on different industrial sectors. There has been an increased and augmented technological growth as a whole. Due to this, every industry has taken a notch ahead to ensure sustaining in the marketplace.

Here are some of the most popular industries and their average CTRs-

  • Healthcare- 0.83%
  • Education- 0.73%
  • Apparel- 1.24%
  • B2B- 0.78%
  • Auto- 0.80%
  • Fitness- 1.01%
  • Employment and Job training- 0.47%
  • Consumer services- 0.62%
  • Beauty- 1.16%
  • Technology- 1.04%
  • Retail- 1.59%

Finding Underperforming Keywords

Improving and incorporating underperforming keywords in your content is necessary to transform potential leads. However, analyzing and choosing the right underperforming keywords can be difficult.

If you aren’t among a few of the top Google’s result pages, you may need to revise your strategy. Furthermore, if your users aren’t sharing, commenting, or even linking your content, you may need to re-evaluate your strategy.

That being said, underperforming keywords are the very basis of doing so.

According to a study, about 76% of traffic to the respective blogs comes via pls posts from a month or more before.

(Source- https://blog.hubspot.com/marketing/historical-blog-seo-conversion-optimization)

The best way to find underperforming keywords is to use AdWords. An AdWords script can come effectively handy for identifying underperforming keywords.

Using Correlation Data In SEO

Another extremely essential factor that can benefit SEOs is the rankings. It comes as no surprise that the higher your SEO rank, the more chances of increased performance.

Most people tend to undermine how prioritizing SEO alterations in regards to a site or link profile is vital. Getting a high rank might seem impossible to most people. However, with the right strategies, achieving a top rank is very well possible.

That being said, reading every possible correlation that you come across can be hazardous. While many correlations may be seemingly true, some may mislead you.

Correlation Data

Correlations come handy while determining your site’s SEO rank. SEO studies are entirely based on scattered plots. Search visits suggest that over 0.47% of factors of them are correlated with significantly higher rankings.

Correlation studies are now a sort of ritual when it comes to Google Search Results. The debate on if or whether they are reliable still continues. Most experts suggest that correlation studies may backfire your SEO strategy in the long run.

Finding The Factors That Are Moving The Needle

Here are some of the most popular factor, rather myths of correlation that may interest you.

  • Correlation Doesn’t Help In Identifying which direction the connection runs.
  • Correlation may not imply caution.
  • Correlation doesn’t help in determining how successful our page is.

On the bright side, Cora is one such element that can help detect external factors. It further calculates correlation also data based on 500 potential ranking factors.

Summing up this factor, correlational data can help you build your SEO rank.

Google Algorithm Update Proof Your Site

Google Algorithms are a sort of complex system that is utilized to retrieve data. This data is retrieved from the search index and is then delivered to several noteworthy results for queries. Search Engine makes use of a myriad of algorithms and ranking signals for collectively delivering webpages ranked by relevance on the SERPs.

A few of the automatic updates rolled out by the search engine are known to affect SERPs. These include-

  • Payday
  • Hummingbird
  • Fred
  • RankBrain
  • Panda
  • Page Layout Lagoruthm
  • Pigeon
  • Intrusive Interstitals Update

Google Algorithm update proofing your site is essential as it can help your website stay updated and on point. Furthermore, different upgrades can substantially help you mitigate different complexities.

You will come across consistent google algorithm updates. Google thus helps you recognize if your site needs any fixing. Further, if it does, the updates can come handy.

Keyword Research

Coming to the very last subtopic of our module two, keyword research is the deliberate process of identifying words. These words are incorporated in different blogs and articles by companies.

These keywords are entirely based on search engine ranking. The more people search a certain keyword, the more its bid value. Keyword Research is an extremely necessary process that affects every other SEO task you deal with.

From Email outreach, on-page SEO, content topics, every SEO task is based on these keywords.

Benefits of keywords for SEO

  • Helps build your SEO rank

The first and foremost benefit of Keywords is that it can help you build your SEO rank. Adhering to the popular keywords is directly incorporating user’s needs into your content. This can thus help benefit you.

  • Helps you reach optimal efficiency

Further, you can consistently deliver an effective and efficient performance by utilizing keywords. This is because keywords can help bring recognition to your site.

  • Build customer-user relationship

Furthermore, your content is discovered via your keywords. Thus, incorporating essential keywords into your SEO tasks can instantly lure your target audience.

Advanced Keyword Research Concepts

Advanced Keyword Research is based on a wide range of concepts. The very first element of finding advanced keywords is analyzing your topic.

Every topic may require relatively different keywords. For example, some of the topics might fall under blogging, content marketing, email marketing, social media, PPC, and much more.

Thus, you should start your advanced keyword research by understanding your topic. Then, you can make use of other essentials. For instance, AdWords offers search engine filter options. These filter options can help you distinguish the type of keywords you want based on your conditions.

You can distinguish different elements based on the bid range, type of keyword, targeted audience, and so on. You can also research your competitor sites to analyze their keyword usage strategy.

Lost Keywords

Lost or missing keywords are often quite hard to find. In this circumstance, you usually try discovering which keywords may drive traffic and what the overall result is. It can be from anything between conversions, any KPI, or even new traffic from keywords.

You can also potentially lose traffic due to this. To recover the lost keywords, you can make use of Google Analytics and Google Search Console.

Steps to recover Lost Keywords

  • Open Google Analytics. Go to the acquisition, overview, and then organic search. Simultaneously, choose the landing page located at the center of your screen. Choose the conversion item from the drop-down menu. You can then find the conversions you are looking for.
  • Then choose the respective secondary dimension to the acquisition, then source.
  • You will now see Google next to the respective pages. You can now filter accordingly.
  • Choose the date ranges and set them accordingly.
  • Now, go to Google Search Console and open pages through the performance tab.
  • Choose the comparison of dates or date range accordingly.
  • Now, identify the page that shows increased conversions on Google Analytics and then find Google Search Console.
  • Next, click on the queries tab through the respective page.
  • You will now see a list of keywords and their dates of ranking.

Keyword Cannibalization

Keyword Cannibalization is defined as the ranking of your articles and blogs on Google’s search query column. Utilizing google may only showcase about 1 or 2 results from that individual domain. However, I’d you’re a top authority domain, you may get 3.

Bottom Line, Keyword Cannibalization can help you tremendously improve your SEO rank, along with simultaneously increasing your organic traffic.

On-page Search engine optimization is undeniably bound to encountering peak popularity in the near future. With the rapid expansion of technology, on-page SEO is an ideal way of boosting your website’s performance.

Whether you make use of keywords, CTAs, or other elements, utilizing different factors can benefit your website entirely.

That being said, you must ensure utilizing only the most relevant factors for your website. You can, this way, drive traffic and convert them to potential long-term leads.


The Search Engine Results Page or SERP is extremely important when understanding the website and its background. Taking the SERP into consideration helps you build a strategy that gets your website to rank up in lesser time than usual.

Poking is the act of testing factors quickly to check the difficulty of the SERP. If it is easier for the website to rank faster for a certain keyword, the SERP is soft. This means it is easily penetrable and hence, improves rank faster. Here are the two ways in which you can determine the nature of the SERP.

Video Poking

The video poking method uses a YouTube video to test the softness or squishiness of the keyword. For this method, you have to simply schedule a live event on YouTube. Ensure that you are scheduling the event and not going live.

Once you do this, test keyword in the title, description, and the tag and wait for 20-30 minutes. After this, you can search for the keyword on the search engine. If the scheduled video shows up anywhere till page 5, it means that you have found yourself a soft SERP. You can use this keyword to rank up your website faster.

Long Tail Poking

Long-tail poking includes the use of silo posts or long-tail phrases to check if certain keywords are working for you. These SERPs are also easier to penetrate. Since silo posts are not as optimized as target pages, they are relatively cheaper to launch for testing. You can use the keywords and launch a silo with results as early as one week.

To check for results, feed the post URL to the Google Search Console. If you see a gradual increase in the post’s ranking, then you have found a working keyword for you. The post should rank somewhere on page 5 or above for the SERP to be termed as soft. If the post is at nine or below in pages, you will have to change the keyword. Long-tail poking is also great for when you want to show tried and tested results to clients for keywords you wish to run on your target pages.

An important thing to note for both these methods is that poking is generally considered as spam. Since you are only using poking to test out pages and keywords, you are essentially spamming the search engine. Spam responsibly and don’t overdo the poking, and you can easily fly under Google’s radar without serious action.

Owning Page One

As a rule, search engines mostly feature only one result of a website on the first page. This rule is not broken unless the search is extremely specific, and even then, it is pretty rare. However, there are other ways through which you can dominate the first page in your industry and under certain search queries. Here are a few of these ways to get you started.

Your Brand

The easiest approach to owning the first page of a search query is for your brand. To check this, you can put in your brand name in the search query and see if you dominate the first page. Since the search is directly related to you, it should be easy for you to own this.

(Source: Google Search)

Some obvious checks are to see if you have a knowledge panel for your brand and website. Also, make sure that you check the first domain link that comes up for the query and ensures that it is yours. If either of these is amiss, then you may need to work on optimization and get them in their place. Check for backlinks or reviews from third party sites that turn up on this page. You may want to ensure that your brand has a good and clean presence on all of them.

AdWords For SERP Real Estate

Booking the first ad spot is one of how you can protect your brand. This practice helps you reduce the chances of a competitor brand showing up in the first spot of the query when someone is looking for your brand. AdWords are a cost-effective way to take up as much real estate on a SERP first page as possible.

This practice is even efficient for keywords that you are already dominating or have first-page ranking in. Making use of AdWords on such pages allows you to take up a competitor spot. If not, it can simply increase the chances of conversion.

Third-Party Sites

Third-party sites, especially the old SERPs, can help you increase traffic. Ranking web 2.0s in your niche or for a specific keyword can help you get to the first page. You can even displace the spot for another website on these places easily.

(Source: Google Search)

While this practice is not as useful as the others, it has shown steady growth for some websites ranking. Making use of parasites, which are third-party websites that are ranking for keywords in your niche, is also helpful. You can ensure your place into these websites, it can help in owning page one. This is especially beneficial if you cannot beat these websites.

Google Features

Using the google features route is a tough way to fight for your spot on page one but is the most beneficial. Google features certain snippets for various keywords. These snippets are generally chosen from the top 5 listings for that SERP, and each of them has their requirement.

(Source: Google Search)

You can always look at the tags for the current snippet if you are hoping for that place and see the way their information is listed. This gives you insight into their backend and helps you optimize accordingly. For certain search terms, you will also see available carousels, though they are even more difficult to get than the snippet.

Multiple Domains

Getting multiple domains for a single website can mean that you might end up owning a large percentage of the first page. However, this approach takes a lot of effort. Even then, Google’s not more than two listings from one website feature may block your efforts.

However, multiple domains can rank for the same keyword. This increases the likeability of not only first-page dominance but also a spike in the CTR.

Additional Information

Here is some additional information on important aspects of on-page SEO. This information is more industry-specific but very useful to gain optimal knowledge of SEO practices.

Basic Silo For Ecommerce

Silo for e-commerce is not the same as for other websites, which are less tricky. Since e-commerce products tend to have pages filled with products more than anything, you need to find a way to optimize these.

One such way is to ensure that you include similar items tab on your pages. Each time someone opens an item, this gives them a range in something they are interested in and improves the conversion rate.

At the same time, it includes a sort of internal backlinking linking and navigational process for the entire website. Also, ensure that the related products are static, and the carousel doesn’t change products every time you hit refresh.

Setting Up SEO Tests

By now, you must’ve realized the importance of testing and working through trial and error when it comes to on-page SEO. You must keep updating websites through different methods that may work better than your previous approach. Sometimes, you might have to test out the Google algorithm to see if it takes to an SEO tactic better than another.

Testing not once, but repeatedly can solidify methods that you can then present to clients or use on your website. Ensure that when you test, you try limiting it to one thing to get better results on its working.

Furthermore, the testing should be repeatable so that it’s useful for future purposes. You can also entirely dominate a certain page through testing keywords that Google doesn’t have any results like the example below.

(Source: Google Search)

Sometimes, testing methods can get the page or website in trouble. So, you need to ensure that you’re using something that you don’t mind tinkering with and possibly burning down. Lastly, you don’t need a fresh domain each time you test something but ensure that you aren’t using too many variables that can interfere with testing.


On-page search engine optimization has a unique purpose in today’s’ rapidly growing digital background. It’s important that your website not only stands out but also appears to have all the right data that reaches the target audience. However, when you are working as an SEO professional, putting in time and money for a project needs outcome.

The outcome is something tangible and measurable, whether that’s through KPIs and Reports or CRO. Having a good return on investment and learning how to check for it is as much a part of SEO as actually practicing the optimization.

Hence, you must understand the use of the best SEO practices. At the same time, you should also identify the changes and growth that it reaps for your website.