Guide to On-Page Optimizations for Muslim Marketers
On-page optimization on your website is one of the most important factors for allowing robots to better analyze the content found on your website/webpage, as well as the webpage’s trust. It helps to highlight and encourage robots to analyze the context of your website as a whole, and to package information accordingly per webpage. In return, robots will provide your valuable information to users of its connected Search Engine.
The packaged content will go through a variety of analyses, mathematical implementations, and algorithmic processing to determine if your content is worth showing for a specific amount of search queries people want answers for.
What Does On-Page Optimization Have to Do with Halal Marketing to Muslim Consumers?
On-page optimization is a universal practice to help search engine AI’s identify more or less what the main topic of your webpage and website is all about.
If you plan on having a Halal property within a domain, that speaks about a certain topic, either towards the halal consumer
If you plan on having a Halal property within a domain, that speaks of a certain topic, either towards the halal consumer group, or a specific niche market your business runs in, it’s best to help robots identify what exactly your website and webpages are all about. This is why we digital marketers practice the art of on-page optimizations for AI’s and other variable algorithms.
General On-Page Optimization Factors You Need to Remember
There are many components that create a valuable on-page optimized website, but these three principles are primary foundations for on-page optimizations that you should build off of:
- Have a fast, responsive/mobile-friendly website with good UX design. Have a great website in general for robots and humans to read and experience.
- Create valuable and unique content. Original content does best, but most importantly, content that answers questions and doesn’t have a high bounce rate tends to do well both with readers and robots.
- Develop good and positive backlinks, external links, implement good inbound linking and crawlability mapping.
Elements as Mandatory for On-Page Optimization in SEO
Rand Fishkin, co-founder of MOZ and founder of SparkToro created an infographic of what he thinks are the top elements for on-page SEO:
- Uniquely Valuable: Content is valuable to readers. It stands apart from its competition as to how valuable it is to its readers, high multimedia quality offered, and value is shown where viewers of this webpage tend to stay longer. There is also some impact that comes from user experience and expressions (social media sharing, backlinks, etc.) of this content.
- Phenomenal UX: Crawlable, and webpages are easy to find on your website. The website is responsive and mobile friendly. UX provides good user experience, scannability, and better readability on all platforms. Optimized for ease and beauty, hence conversions. Site speed.
- Keyword Targeted: Keyword research and optimizations within a webpage. Incorporating long tail keywords, and short tail keywords optimally. Keywords in URL and its parameters. Content is readable and user-friendly, even after adding more keywords for density.
- Content Is Sharable on Social Media: Provide ease of access to sharing content from the webpage. On-page optimization is good for readability and conversions. Good for social media marketing.
- Multi-Device Ready: The website and its webpages can render in all resolutions.
- Crawler BOT Accessible: Pages you want to block should be blocked, and pages you want to be indexed shouldn’t be blocked in robots.txt and allowed indexing in the robots Meta section. Do proper response codes via 301, etc. Inbound links and external links are of value and done correctly.
- Schema, Rich Snippets, Meta Description & Titles: Make sure your website is optimized in the backend of the webpage, via titles, and Meta description, alt tags, and more. Add data markup.
With the above-mentioned infographic from Rand Fishkin, it’s important to synthesize the key components of on-page optimizations:
- Fast, responsive, mobile friendly, good UX website designs. Having a great website in general.
- Valuable, unique content. Original content does best, but most importantly, content that answers questions and doesn’t have a high bounce rate, tend to do well for both readers and robots. Optimize your content for high Dwell Time and Low Bounce Rates.
- Backlinks, external links, inbound linking, crawlability. Creates traffic and brand recognition.
These three factors are essential principles to the foundation of on-page optimization as a whole.
Steps to Take for Good On-Page Optimizations
Understand the Website Build You Are Working In | Responsive? Adaptive?
Is the website you’re working with a responsive website (does the UX automatically shift based on screen size ratios)? Is it an adaptive website (does the website have two separate websites for desktop and mobile)? Is the website secure via HTTPS – SSL Certification?
When it comes to doing on-page optimization, it’s best to spend your time understanding the speed of your current webpage, and the hierarchy of navigation, first and foremost.
It’s important for your webpage to be found ASAP from the homepage of your website. Best practice for navigation is to have your webpages be found no more than 4 clicks away at max. Anything less is better.
Make sure you do keyword research for the webpage you want to optimize for. Once you’ve identified the keywords you want the webpage to be optimized for, double check to see if you’ll be keyword cannibalizing any other webpage’s keywords. Incorporate semantic keywords into your website as normally as possible.
Keyword cannibalization happens when your website is too spread out with keywords. Webpages should have focused keywords and its semantic keywords optimized per page. This helps robots identify what your webpage is being optimized for, and it helps identify specific search terms and queries. There are pages that are important for context and marketing purposes that will include keyword cannibalizations, but make sure it’s done appropriately.Ex:
Pumpkin Pie Service Page – should have “Pumpkin Pie Service” keywords and it’s semantic keywords in this webpage – Make sure content is readable and user-friendly.
Red Velvet Cupcake Service Page – this webpage should have “Red Velvet Cupcake Service” keywords and its semantic keywords too. Make sure the content is readable and user-friendly.
Webpages can incorporate other webpage’s keywords in them, as long as they are relevant to a topic. This is found mostly in a blog.Ex:
Pumpkin Pie & Red Velvet Cupcake Designs for Christmas
Within this blog article, you will want to find unique anchor texts that help link this blog article to your main pumpkin pie and red velvet cupcake service pages – or any other relevant webpages that an anchor text is related to. For the record, internal link building is amazing for on-page optimization, but beware, the more external/internal links a webpage has, the less link juice will be shared to those pages, and the lesser SEO value the page will have, unless being backlinked from higher authority sites to replenish the webpages SEO value. No-follow tags in hyperlinks stop the flow of link juice, but it should be done with the discrepancy of how you use no-follow tags in links. Never no-follow the internal links of your website.
If a client has separate domains for separate services, such as a hotel and a restaurant, do not add a no follow links that connect the two properties together.
Step Three: Add Primary Keywords and Semantic Keywords into Content, Title and Meta
Once keyword optimization has been identified, and you know the kind of website and brand you’re working with, make sure to do the keywords into:
- Add keywords into the Meta Title
- Add keywords into your Meta Description content
- Add keywords early on, at the beginning of your titles, Metas and written content. Make sure it’s all optimized for readability
- You have to add keywords into the
tags of the content you’re writing in (h1, h2, h3, h4, etc.)
Robots scan a webpage from top to bottom, so the higher up your keywords are (and earlier they’re found), the more optimal they become in the search engine algorithm for development and relevancy.
Tags and Create Lists with <ul> Tags
Your <h1> tags are the most important title feature on your website. Your h1 tag shouldn’t be far off your current title tag, because if users on search engines find a specific title they want to read from their search, but the title of the webpage is a bit different than originally anticipated, this can cause a bounce to occur.
You don’t want the title to misrepresent your <h1> tag, and vice versa.
Lists(<ul>, <ol> tags) are very helpful for categorizing and synthesizing information within a webpage. It is also beneficial to use them to answer questions. This is a great Voice SEO tactic. Make sure keywords are found in a question above the list it’s related to, and keywords are found in the list bullet points when applicable. The quality to the answer of your question helps for better voice search, so make sure the content is readable and user-friendly first and foremost when optimizing it.
Lists aren’t only used to answer questions, they’re used for a variety of content opportunities, but they should be optimized none the less – again, content readability for conversions takes precedence.
- Note: it’s best to add inbound internal links from a subcategory that speaks about a topic as a synopsis, to an expert targeted webpage in your website with a relevant anchor.
Sparingly Use Bold (<strong><b>), Italic
(<i><em>), and Underline <u> Tags Use bold, italic, and underline tags to help optimize primary and semantic keywords within your webpage. These little codes can help bring emphasis on keywords and semantic keywords used. Do not use them in a hyperlink, unless it’s for content purposes – they have zero to negative effects if crawl bots deem it to be spammy.
Create Internal Inbound Links Using Relevant Anchor Texts to the Targeted Webpage
Internal inbound links are very helpful for optimizing your on-page work. The reason why is because internal inbound links help to create better crawlability, and it shares SEO link value to other pages.
You will always want to make your inbound internal links do-follows. Never make an internal link within your site a no-follow. We want robots to be able to find any relevant pages with relevant anchor texts.
If a client has two separate domains, such as a domain for their hotel, and a domain for their restaurant, always make them a do-follow as well.
If you find external pages that are relevant to the topic and industry you represent (especially the content), send an external link to that content because external links create relevancy for your website and are part of positive domain/trust authority. Send out do-follow links to webpages/websites that have more authority than yours, or is of a relevant industry you represent, and it’s trusted.
Add a no-follow link to webpages that are not trustworthy and are considered one-off links via a mechanic shop has a blog about what kind of cupcakes people like in waiting rooms, and they external link to a cupcake editorial about different kinds of cupcakes – it’s a one-off kind of external link
Create Internal Inbound Links Within Subcategories to Expert Internal Pages
Make sure you add hyperlinks from within a subcategory
Add Keywords into the Titles of Hyperlinks
Adding titles within hyperlinks is a form of Meta. It identifies the keywords being used within the targeted webpage in a specific hyperlink.
Ex: If I am inbound linking a webpage from my pumpkin service page to my cupcake service page, I will create a hyperlink as:
<a title=”Cupcake Services in Manhattan” href=”example.com/cupcake”> try delicious cupcakes baked in Tribeca </a>
Add Keywords into the Files, Titles, and Alt Tags of Images, Iframes, and Multimedia
Make sure you add relevant keywords into the media files you upload into a website. Most common files you’ll upload are images, so a file can look like this (if uploaded into the cupcake service page):
To optimize that image file even further, make sure you include the file, and its relevant titles and alt tags into the red velvet cupcake service webpage, such as:
<img title=” Red velvet cupcake services in Tribeca” src=” Red-velvet-cupcake-services-in-tribeca.jpg” alt=” Red velvet cupcake services in Tribeca features delicious Red velvet cupcake” />
Same for iframes:<iframe title=”title of YouTube video” src=”a-youtube-video.html” alt=”WOW a youtube video”></iframe>
Add Schema Code / Data Markup into your website
Add schema code into your website, based on the right hierarchy of the @type per page it belongs to.
@hotels belong to the main home page for a hotel URL
@restaurants belong to the restaurant page of a website
Schema code is valuable to help spoon feed robots information, and they help to create rich snippets – both in SERP organic results and in your Google My Business pages.
Google loves summaries, add summaries when applicable.
Do More Keyword Research
There will be a point where you will need to think outside the box when doing keyword research. Once you’ve optimized pages, for on-page keyword optimization, make sure you also do more keyword research for optimizations, such as LSI (latent semantic indexing) keywords via keywords found as suggestions by google search engines, Wikipedia pages, etc.
Search Console and Google Ad Search Terms are also valuable ways to extract quality keywords you should optimize your website for.
Make your content CRO and social media friendly
Content is made to help drive conversions, so make sure you are pleased with the context and UX of the content you’ve optimized for. Remember, people will read the content, we’re not looking to drive people away from the website, because of over-optimization that makes the webpage unreadable via bad user experience.
Also, include social media buttons that allow for sharing etc. if applicable.
Add Keywords into Your Url Parameters, Redirect Bad URLs
Make sure the webpages you are optimizing has the primary keyword found within it. Make sure there are no irrelevant categories, such as date and time, capital letters, and there are spaces in the words for the URL parameters.
Add Canonical Tags for Duplicate Content and Hreflang for Multilingual Pages
If you find a duplicate webpage, and it’s can’t be redirected for whatever reason, make sure the duplicate page is being canonical to the original root page that is supposed to be getting all the optimization benefits and traffic.
Add hreflang tags within a webpage if it has alternate multilingual pages of that exact content.
Use Data to Help You Optimize for On-Page Optimizations
Determine what search terms are being used, and what keywords you’re being tracked for, per page, and optimize for dwell time and bounce rates. Use data from all the tools you have to determine how well a landing page is doing. Do competitor analysis, see what your competition is doing for webpage content that are somewhat identical to your topic.
Write Lengthy Content
“Length is Strength” – The more content you have in a webpage, the more optimized your keyword density is. Although, at the end of the day, what matters most is the value of the content to the reader. Did the content do its job for conversions?
Combine Two Pages If They Are Pretty Much Identical or Alike
There are times you will find webpages that are pretty similar to one another. If that’s the case, it’s best for you to merge the two pages together. Identify based on keywords and search terms, and topic in your industry. If things are very close and relatable, add them together. – Helps to create more juicer (and longer) content, that answers questions and it’s authoritative.*
Technical Optimizations to Help with On-Page Optimizations
Redirects and Response Code Clean:
If a link is broken and needs to be 301 redirected, do so, to a relevant webpage that replaces the old link.
Find the old link that was redirected within the website, and replaces it with the new link it is being redirected towards. Make sure you add the actual URLs that need to be added into the website. Replace all hyperlinks that have any URLs that are broken, or have 3xx, 4xx, or 5xx response codes that need to be replaced with actual live links.
- Note – Link Building
Google likes it when you play their game, their way. When adding no-follow links into your website, it’s best to no-follow webpages that are not particularly relevant to your industry, content topic, or if it’s an untrusted external webpage.
One-off pages can be ok, but other times, if it’s worth adding a no-follow to it, then don’t add it. If for some reason, you have a website that’s all about car mechanics, but you may have a blog that talks about how cupcakes offered in the waiting room could help increase positive customer service, and theirs an external link from that blog to an article that talks about different kinds of cupcakes, you can then no-follow that external link, as it’s a one-off kind of external link.
The more backlinks you add to a page, the lesser that age will be filled with its link juice (SEO value from backlinks). As more link juice gets transported to other external or internal links, it depreciates that webpage, and the link juice being passed on. In this case, it’s ok to “no-follow external backlinks that are somewhat random. Never no-follow your internal links or links to websites that belong to you. We want the crawl to be optimized throughout your websites.