The world of SEO can be quite confusing to those that are new to the scene. Our online marketing agency in Columbus is here to help guide you through it. There are two major types of SEO: on-site SEO and offsite SEO. On-site SEO refers to the optimizing of elements that are on the website, while off-site SEO refers to the elements off of the website like links to external sources and other external signals. Today we’ll be focusing on on-site SEO: what it is and why you need it.

on-site seo guide

What’s the Purpose of On-Site SEO?

On-site SEO serves many purposes on a webpage both for search engines and for users. This optimization helps search engines evaluate what’s on a webpage to recommend the page to the right users and searches. On-site SEO done correctly and well helps search engines identify what humans would see when they go to the webpage and the value they’d get from it so that the search engines can provide users with accurate results. On-site SEO also helps search engines determine if a website is useful and worthy of ranking higher with particular keywords.

The Truth About Keywords

On-site SEO has often been mistakenly considered synonymous with keyword integration. While using keywords in specific locations on the webpage and integrating them organically within the content are components of on-site SEO, they aren’t the central focus of the practice.

on-site seo guidance

Search engines used to rely on keywords to know what a webpage contained, proper keyword integration was essential for the website to rank highly and was at the heart of on-site SEO practices. Today, thanks to large advancements in search engines’ algorithms, a page’s meaning can be extracted from keyword synonyms, the context of the content, and even frequency of specific word combinations.

The days of stressing over keywords matching exactly and placed strategically in many specific locations are gone. They’ve been replaced by more of a focus on relevance; you want your content to be relevant to the user’s intent behind what they’re searching.

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On-site SEO has become less about keyword-stuffing and more about audience-targeting. Ideal content will meet the following criteria:

Thorough and Detailed

In order to stand a chance to rank highly on search engine results pages, you have to dig deeper with your content and be sufficiently thorough.


Your content should always be designed with user-experience in mind. It should be organized simply, easily navigable, easily read, and not cluttered with too many affiliate links and ads.


Duplicate content can cause you to rank lower on search engine results pages. Ensure your content is original and unique.

Reliable and Credible

Does your content provide trustworthy information? Are you an authoritative, reliable source?

On-Site SEO Factors That Aren’t Keyword-Related

There are a few elements of on-site SEO that have nothing to do with keywords. Things like the number and type of links on your page, how fast your page loads, the structure of the page’s URL, mobile friendliness, and your page’s metadata all factor into your ranking on search engine results pages. All of these elements have to do with the user experience on your webpage. The more user-friendly a website is, the better the on-site optimization of it.

on-site seo not keywords

Online Marketing Agency in Columbus Can Help with On-Site SEO

If your mind is spinning with all this information and you don’t have the slightest clue where to start with optimizing your on-site SEO, contact our online marketing agency in Columbus. We can help fully optimize your website, come up with and maintain an effective SEO strategy for your business, and support you every step of the way.

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Eric Keeneth
Eric KeenethPresident, 3Keen Marketing
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