On-page optimisation
As a result of search engine’s machine learning algorithms, the importance of individual keywords continues to decline in relation to international SEO performance. However, page relevance (as defined by clusters of keywords which are related to users’ search intent) remains a crucial SEO success factor.
Search engines still need on-page data to understand what your website is about quickly. On-page optimisation – or the selected application of keywords to website pages – is a consistent and core SEO activity, fuelled by keyword research and a systematic approach to implementation across your website.
With high-quality keyword research in hand, we initially align this data with website pages that are already live on your site, creating guidance documents which provide exact and optimised syntax for your on-page metadata, e.g. page titles, H1 tags and so on. Subject to the scope of your site, your commercial goals and the breadth/depth of products and services offered, this can be a complex deliverable as we aim to optimise as many valuable pages as possible for best SEO results.
Oban’s research and analysis allow us to create scalable optimisation syntax based on data. For example, a page title would be structured as {gender}{colour}{material} or PRODUCT [mens][black][cotton]SHIRT.
On a practical note, we prioritise content/metadata syntax implementation to address the best opportunities first per market. For example, if searches for women’s dresses have twice the volume of men’s shirts in the French market, the women’s dress category should be priority number 1.
Keyword research may also indicate that new pages should be created to satisfy evident search ‘demand’ for products or services, for example in relation to clothing sizes or colours. So, we also provide suggestions and detailed optimisation recommendations for new content where useful.
Cultural and local understanding is key to successful on-page optimisation – your pages must be optimised for the search queries that customers in your regions and markets actually use. Fully culturalised keyword research creates good building blocks, but on-page, the text requires further attention from our LIME (Local In-Market Experts) network as we look beyond individual keywords to optimise for both clusters of related keywords and for short phrases that are visible on local search engine results pages (SERPs).
