Even though Google has released over 200 ranking factors, there’s one that trumps them all: content. By positioning your website as a thought leader in its field and optimizing it to rank high for certain keywords, you’ll be able to capture the attention of qualified leads that are actively searching for what you’re offering.
At its most fundamental level, on-page SEO refers to those elements you can control on your own website, including page titles, meta descriptions, URLs, images, and headings.
In order to rank how you want to on search engine results pages (SERPs), you need a strong understanding of how these elements come together on the page to affect the overall ranking process. Here’s a breakdown of some key areas:
Blog Post Headlines
You can’t have great content without a great headline. And just as your blog post headlines are important to the success of your content, page titles are equally important for success within on-page SEO. The more specific you can be with your titles, the better they will serve you in ranking higher on SERPs — especially if your title targets popular search terms.
Page URLs also play a big role in on-page SEO for B2B lead generation, as they can help you rank or completely tank your chances of ranking. The decision you make when choosing the URL slug for a given blog post will serve as the foundation for everything else built on top of it, so you should aim to use specific keywords that will play a role in your ranking.
If you want people to click on your search result above the countless others listed, then you need a meta description that captures their attention within the first few lines. It’s also important for informing Google exactly what it is that your page is about, so it’s recommended that you address your target keywords within this section.
Headings and images
Google rewards well-organized content structures, so headings and images can also play a role in what you choose to put where. For example, if the heading for your blog post serves one purpose and the heading for your page serves another, then Google will penalize you for not properly organizing your content.