Semalt Expert: What SEO Onsite Factors Matter More Than Keywords

SEO optimization relies on selected keywords and how websites integrate them for both onsite and offsite optimization. Using keywords is an important part of the SEO process. If used as a pivotal point of strategy, it can sometimes work against the marketer. The excessive use of keywords may lead to penalization, or it may distract the one who is working on them from other important strategic elements. Marketers should focus on more significant onsite optimization factors.

The Customer Success Manager of Semalt, Frank Abagnale explains what aspects of onsite optimization are the most essential.

Content positioning matters more than keyword frequency

The location of the keywords on each page matters more than how many times they appear. For example, a header is more valuable than the footer, or middle content of a long stretch of information. Stuffing keywords in the text can alter the quality, shareable, and valuable content found within the site's structure.

Semantic Search and Onsite Analysis

Google has shifted from using keyword phrases as a block to make one-to-one comparisons against search queries. Instead, Google's search bots make more extensive queries on long phrases to establish the purpose of the site. It assumes the semantic use of language, and pairs this with the relevant queries, a process known as semantic search. The benefit of semantic search is that it does not matter which keyword phrase one uses as long as they fit the context of the business. Business owners can now focus on what makes sense for their business and brand.

Site and Structure Navigation

Sites should offer easy access to users in a way that they understand how to get around it. Google enforces this by ensuring that sites are easily navigable. A clean and organized website, with a clear and concise navigation style containing several submenus gains more than a site with links distributed all over the interface. Sitemaps and traditional standby options such as Contact, About, and Services pages are excellent resources. Website content does not matter if there is a robust and intuitive structure in place.

Site Speed and Security

Increased competition and multiple device access have resulted in speed, ranking factor, gaining more traction. Implementing a clean cache system, reducing image sizes, and getting rid of unnecessary clutter are ways to increase website's speed. Site security is also important, and the websites that have SSL encryption (denoted https:) are experiencing a boost in their ranking. The value of site security is expected to increase as time progresses.

Mobile Optimization is now Necessary

Mobile friendly sites are receiving ranking boosts as compared to those that are not. Google released an update that revolutionizes how site friendless is determined. Google penalizes any sites that do not meet the thresholds. Even though a site is already mobile optimized, Google's action is an indication of their long-term vision which is to improve user experience and less on insignificant things like keywords.

As much as keywords assist in finding content or present competitive opportunities, the evidences show that using strategies, which revolve around keyword implementation, is no less important part of work. Onsite elements improve user experience, boost websites' quality, and help to avoid penalties. As it was proven by the clients of Semalt Digital Services, onsite optimization factors have the impact on t website's reputation as well.

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