Planning and Designing the On-page Structure of Your Website – Why URLs Matter

When a potential client tells us,

“We want to be at the top of Google.”

What does that mean exactly? To the prospective client, this might mean the top of Google for their brand term, or perhaps non-branded phrases related to their business services.

Either way, they want to be at the top of Google.

But why does everyone want to be at the top of Google? And how will our on-page SEO services help to achieve this?

Businesses know that if they’re placed in the top 10 positions of Google’s search results for targeted keywords, they are bound to receive leads. Underneath the Google Ads spaces are natural organic listings. Our job is to improve our client’s organic SEO listings.

Most searchers opt for organic listings over adverts – they trust the rankings, rather than Google Ads.

When you work with a trustworthy firm of SEO consultants, you’ll see a high ROI on your investments. To be ranked on the top ten of Google means monthly managed services, which provide the clients with long-term results that you can rely on.

To achieve high rankings, we need to consider the on-page SEO and the external off-page links.

Why Organic Search Engine Optimisation Trumps Every Time

To understand why organic SEO is better than paid advertising, you need to consider what ‘organic’ means in the context of search engines. When you hear the term organic in everyday talk, it’s mostly associated with food; largely when the food has been grown free of chemicals, pesticides and additives.

In the content of search engines, adverts are the chemicals, additives and pesticides. The organic listings are the natural listings that would always appear on the listings if there were no adverts.

By providing specific information about a targeted topic on your website, you are optimising your website for relative keywords. Google will find those keywords and rank them higher on the search engines.

Getting your pages optimised for relevant targeted phrases on Google isn’t as straightforward as some will think. That’s why hiring a reputable SEO consulting firm such as is essential. By having your on-page search engine optimisation conducted by experts, you’ll witness long-term results.

Moving on From Keyword Research

Our process to establish which keywords to target for any website is fundamentally the same across all our clients; it all starts with solid keyword research and integrating our findings to each page.

We must compare what we find in our research to what is currently found on each landing page on your website. Has each page been optimised correctly? Has there been keyword cannibalisation? Have any of the pages been over-optimised at all? Do the currently targeted keywords provide potential commercial intent? Are they viable?

We then consider all the on-page and off-page factors to ensure that your website adheres to the best SEO practices.

This will naturally improve your organic SEO positions across all pages on your website.

What On-page Factors We Consider

Our SEO research includes a substantial technical audit, which will highlight any fundamental issues with the website that we’ll need to address.

After the technical issues have been addressed, we’ll need to examine each page accordingly. This ensures that we are using the best practice for every set of targeted keywords.

Our steps for on-page optimisation to evaluate websites are similar for each website. We’ll consider the following aspects:

  • User Experience and Navigation
  • Site Layout
  • URL Structure
  • Meta Data Usage
  • H Tags and Uses
  • On-page Content
  • Website Speed

Once we’ve evaluated your website, we can discuss ways in which your on-page can be improved. Our goal here is to create a website that is optimised for targeted keywords that will result in suitable leads, once ranked highly on the search engines.

Once we’ve created a plan for the ideal structure of your website, we shall begin to make suitable adjustments. This ideally will include Meta Titles, H Tags, and URL-structure.

Structuring the URLs Correctly

It is not always possible to place the target keywords in the root domain, especially if your website is established already and has existing traffic. It that case, we need to utilise the inner URLs and assign a page accordingly to each search group of search phrases.

This is a powerful sign to Google to advise them of what each page is specifically about.

Often overlooked is the importance of SEO-friendly URLs, make them short as possible and friendly to search engines. We always incorporate your target keywords in your inner URLs – this is a must!

We will make sure that your website doesn’t include inner URLs like the following examples:

Default URL

Long URLs

Neither of the above examples is going to be favoured by Google or a visitor.

We will not be using these options.

Using All the Meta Data

In priority of importance of where you place a targeted keyword on the page, we always make sure that as many of the 70 characters available within the Meta Title are used. The Meta Data is what Google uses on their SERPs, and we will ensure that target keywords are placed in these locations.

In addition to the Meta Title, we also ensure that we use Meta Description to provide Google with a mixture of targeted phrases to list your website within the SERPs. With 320 characters now available on the Meta Description, you can delve into various permutations of the targeted keyword phrase.

Header Tags and LSIs

Google pays attention to what is placed in the Header Tags for each page and is interested in finding phrases that are different but related to the main targeted keyword. This is where we use Latent Semantic Indexing (LSI). It’s a way for our SEO consultants to use a thesaurus to find words that are similar to the target keywords.

We don’t provide you with a set limit of keywords that we will rank you for. Our methods mean that your website will ensure that Google ranks you for hundreds of various other keywords using their patented RankBrain algorithm, which predicts what you wanted to find based on the search terms people are typing in.

Take, for instance, searching for the phrase “a film about medieval Scotland”

Google produces a famous film about Scotland – Braveheart, yet there was no mention of:

  • William Wallace or
  • King Edward
  • The 14th Century

and Google considered that Braveheart is the most relevant answer to that search phrase.

Our work will make Google consider ranking your website for phrases that were not targeted, and that’s all due to the correct use of LSIs.

Your Website Page Content

If you were to read the content on your website, what English grade would you give it?

Grammar and spelling are now a factor of the search engines. Google can rate the writing quality on websites! Now that is something to think about when you decide to write content.

There are software programmes that can dramatically improve your grammar and spelling, such as Grammarly. There is no reason to think that Google doesn’t incorporate this in their algorithm.

Depending on the niche we service, we would aim for content that can be read by most readers who’ve completed a high school education*. We want to aim for somewhere in the middle; not Oxford-level scientific English that can be found in studies in the Lancet, nor primary school-level English. We aim to capture as many people as possible.

Gone are the days when you could use the target keyword several times on a page and hope that Google will find this and rank you highly. Nope, not anymore! If you wrote the target keyword into a website page several times, it would not read well. It will most likely trigger a Google Panda penalty.

All the content on our clients’ websites is checked for spelling, grammar and plagiarism.

*There are some technical niches and industries where a high level of English is a prerequisite.

Dwell Time – ‘Should I Stay, or Should I Go?”

There is a link between the quality of content you provide to a user and the time they decide to stay on your website. Guess what? The longer a user stays on your website, the more Google considers your website an authority website.

On most cases, if the average duration of visitors is greater than 90 seconds, Google will then consider that website important and raise its rankings accordingly.

This will naturally happen if a user has plenty of content to read an watch – they stay on a page and don’t bounce back.

Structured Data Mark-Up

There have been studies that indicate that Schema mark-up only produces fractional increases in rankings. We find that providing Google with as much data as possible about your business raises its awareness of your brand.

This, in turn, will aid Google to read the snippets correctly and list your website on the SERPs with invaluable additional information, which helps with Click-Through Rates.

Creating a Clear User Message

What message is your website meant to deliver? What is it that you, as a website owner, what to achieve when you have visitors?

This is often overlooked, and there are no clear calls to action for the visitor, and they don’t know what they need to do.

Although this can be a conversion rate factor, we believe that it’s something that needs to be considered when tackling SEO. If your website provides a clear message to Google as to what it represents and the user can read, digest the content and make an informed decision. Then it doubles the effectiveness of SEO.

Faster = Better = Higher Rankings

In July 2018, Google openly announced that the speed of your website is a definitive ranking factor in its mobile search ranking results. For more information, click here.

We want to ensure that our clients are positively considered by Google when it comes to website speed, especially on mobile devices.

Three seconds for a page to load is the benchmark we want to adhere to, and it’s one that Google will pay attention to. You will be losing revenue if your website takes longer than 3 seconds to load, at a rate of 10% per second!

We counter slow websites in several ways:

  • Ensure that you’re hosting your website on a fast, secure host; this is most important
  • Your website is running a fast theme (deprecated code and bloated themes are the cause for slow themes)
  • Optimise all your images – bigger images take longer to load
  • Leverage browser caching
  • Clean up HTML & CSS Coding
  • Reduce the number of redirects
  • Use CDNs (Content Delivery Networks)
  • Use GZIP Compression

We take website speed very seriously and will advise you of issues and the best way to resolve them.

Do You Want More Business?

If you’ve read this far, then you’ll certainly be interested in finding out more about our on-page optimisation services; how those services can dramatically improve how Google perceives your website.

Although on-page SEO is one half of the SEO puzzle, we’ve seen noticeable positive changes with our clients’ ranking positions when using our on-page services. This was before any substantial link building had even taken place.

If you want to know more, please complete our Contact Form, and we can look to address and help your business.

Thank you for your time today – Weka SEO.