Posted by BritneyMuller
Whew! We made it through another year, and it seems like we’re
past due for taking a close look at the health of our on-page SEO
practices. What better way to hit the ground running than with a
checklist? In today’s Whiteboard Friday, the fabulous Britney
Muller shares her best tips for doing effective on-page SEO in
Click on the whiteboard image above to open a high-resolution
version in a new tab!
Hey, Moz fans. Welcome to another edition of Whiteboard Friday.
Today we’re going over all things on-page SEO, and I’ve divided it
into three different sections:
- How are crawlers and Googlebot crawling through your site and
your web pages?
- What is the UX of your on-page content?
- What is the value in the content of your on-page content?
So let’s just jump right in, shall we?
Crawler/bot-accessible☑ Meta robots tag allows crawling
Making sure your meta robots tag allows crawling is essential.
If that’s blocking Googlebot from crawling, your page will never be
in search. You want to make sure that’s all panned out.
☑ Robots.txt doesn’t disallow crawling
You want to make sure that let’s say this page that you’re
trying to get to rank in search engines, that you’re not
disallowing this URL from your robots.txt.
☑ URL is included in sitemap
Similarly you want to make sure that the URL is in your site
☑ Schema markup
You also want to add any schema markup, any relevant schema
markup that you can. This is essentially spoon-feeding search
engines what your page is about and what your content is about.
☑ Internal links pointing to your page with natural anchor text
So let’s say I am trying to rank for chakra stones. Maybe I’m on
a yoga website and I want to make sure that I have other internal
pages linking to chakra stones with the anchor text “chakra
crystals” or “chakra stones” and making sure that I’m showing
Google that this is indeed an internally linked page and it’s
important and we want to give it some weight.
☑ HTTPS – SSL
You want to make sure that that is secure and that Google is
taking that into consideration as well.
User experience☑ Meets Web Content Accessibility Guidelines
Does it meet Web Content
Accessibility Guidelines? Definitely look into that and make
sure you check all the boxes.
☑ Responsive mobile design with same content and links
Is it responsive for mobile? Super important with the
☑ Clear CTA
Is there one clear call to action? A lot of pages miss this. So,
for this page, maybe I would have a big “Buy Chakra Crystals Here”
button or link. That would be a clear CTA. It’s important to
☑ Multimedia: Evaluate SERP and add desired media
Are you providing other desired media types? Are there images
and video and different forms of content on your page?
☑ Page speed: utilize CDNs, compress images, use reliable hosting
Are you checking the page speed? Are you using CDNs? Are you
compressing your images? You want to check all of that.
☑ Integrate social sharing buttons
It’s the easiest thing. Make sure that people can easily share
Content and value
This is where it gets really fun and strategic too.
☑ Unique, high-quality content
Are you providing high-quality content? So if you go to Google
and you search “chakra stones” and you take a look at all of those
results, are you including all of that good content into your page?
Then are you making it even better? Because that should be the
☑ Optimize for intent: Evaluate SERP and PPC, note which SERP
features show up
You want to also optimize for intent. So you want to evaluate
that SERP. If that search result page is showing tons of images or
maybe videos, you should be incorporating that into your page as
well, because clearly that’s what people are looking for.
You also want to evaluate the PPC. They have done so much
testing on what converts and what doesn’t. So it’s silly not to
take that into consideration when optimizing your page.
☑ Title tags and meta descriptions
What are those titles? What are those descriptions? What’s
working? Title tags and meta description are still so important.
This is the first impression to many of your visitors in Google.
Are you enticing a click? Are you making that an enticing call to
action to your site?
☑ Header tags
H1, H2, and H3 header tags are still super important. You want
to make sure that the title of your page is the H1 and so forth.
But just to check on all of that would be good.
☑ Optimize images: compress, title file names, add alt text
Images are the biggest source of bloat of on-page site speed. So
you want to make sure that your images are compressed and optimized
and keeping your page fast and easily accessible to your users.
☑ Review for freshness
You want to review for freshness. We want to make sure that this
is up-to-date content. Maybe take a look at popular content the
last year or two of your site and update that stuff. This should be
a continual wash and repeat. You want to continue to update the
content on your site.
☑ Include commonly asked questions
It’s such an easy thing to do, but it’s commonly overlooked.
AnswerThePublic does a great job of surfacing questions. Moz
Keyword Explorer has a really great filter that provides some of
the most commonly asked questions for a keyword term. I highly
suggest you check that out and start to incorporate some of
These help to target featured snippets. So if you’re
incorporating some of that, not only do you get the extra traffic,
but you find these opportunities of getting featured snippets,
which is great. You’re expanding your real estate in search.
Awesome. PAA boxes are also a great way to find commonly asked
questions for a particular keyword.
☑ Add summaries
Summaries are also hidden gems. We see Google seeking out
summaries for content all of the time. They are providing summaries
in featured snippets and in different SERP features to help sort of
distill information for users. So if you can do that, not only will
you make your content more easily scannable, but you’re also making
it more accessible for search, which is great.
☑ TF-IDF (term frequency-inverse document frequency)
TF-IDF stands for “term frequency-inverse document frequency.”
It sounds a little intimidating. It’s actually pretty simple.
What’s the number of times that “chakra stones” is mentioned in
this particular page divided by the number of times it’s mentioned
anywhere? This is basically just a calculation to determine
relevance for the term “chakra stones.” Really cool and commonly
used by Google. So if you can do this on your on-page, it will just
help you in the long term.
☑ LSI (latent semantic indexing) for relevance
Similarly LSI or LSA, it sometimes referred to, is latent
semantic indexing, and it’s also for relevance. This helps
determine, okay, if I’m talking about chakra stones, it may also
incorporate those other topics that are commonly related to this
☑ Flesch-Kincaid Readability Test
What is the readability of this page? The easier it is to read
the better, but you just want to keep an eye on that in
One final tip that Kameron Jenkins put on Twitter, that I love
so much, and Kameron is a world-class writer —she’s one of the
best I’ve ever had the privilege of working with — mentioned this
on-page SEO trick. Find the top three ranking URLs for your target
KW research tip
1. Search your target kw & pull the top 3 ranking URLs
2. Compare URLs in @Moz KWE
3. Click on the areas of most overlap
4. See KWs that top-ranking URLs for target KW also rank for
5. Use ideas to optimize your own page! pic.twitter.com/FxJjOxn7DJ
— Kameron Jenkins (@Kammie_Jenkins)
November 7, 2018
So if I were to put in “chakra stones” in Google and pull the
top three URLs, put them into Moz Keyword Explorer and I see what
they’re ranking for, I see what those three URLs are specifically
ranking for, and I look at what they’re commonly ranking for in the
middle here. Then I use those keywords to optimize my page even
better. It’s genius. It’s very similar to some of the relevant
stuff we were talking about over here.
So definitely try some of this stuff out. I hope this helps. I
really look forward to any of your comments or questions down below
in the comments section.
Thank you so much for joining me on this edition of Whiteboard
Friday. I look forward to seeing you all again soon, so thanks.
Have a good one.
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