Why is on-page analysis so important for SEO?
On-page optimization is one of the two crucial pillars of search engine optimization and helps websites be found better in search engines. In addition to off-page optimization, on-page SEO is an area in which the webmaster can carry out many optimizations himself on the page and thus optimize the search engine results himself.
In this blog post, we go into on-page optimization in the field of SEO, and in particular, on-page analysis, and give you an initial idea of why on-page analysis makes so much sense and how the process can be optimally designed. Our goal: better rankings for your Reach businesses in the search engines. Here we go!
What is checked in the SEO on-page analysis?
Over 200 factors are included in the allocation of search engine results and have an impact on the ranking. The aim of an on-page analysis is to identify and prioritize open potential so that errors can be eliminated in the actual optimization of the on-page and the search engine has the opportunity to optimally index existing content.
Below, we present an excerpt of relevant on-page factors that are checked and analyzed as part of an on-page analysis.
On-Page Analysis: Server Status Codes
Nothing is more annoying than unreachable pages: Server status codes such as 404 error pages should be avoided, and, in particular, forwarding chains with 301 redirects make it difficult for the search engine bot to index relevant pages. As part of the on-page analysis, the entire domain is scanned for any error codes, and appropriate recommendations are made for eliminating 404 error pages, for example.
On-Page Analysis: Server Response Times
PageSpeed, PageSpeed, PageSpeed… Today, the loading time of a website is decisive for its search engine ranking, since search engines like Google only want to present their users with websites that they can interact with well, and the loading time of a website has become a bottleneck in some cases.
On-Page Analysis: Duplicate Content
A problem that we SEOs encounter again and again: is duplicate content. For Google and other search engines, duplicate content means additional effort, because a website has to be crawled with correspondingly more subpages. In the case of serious duplicate content problems, it can happen that the search engine wastes a large part of its crawl budget indexing duplicate content. By avoiding duplicate content, you not only protect the crawl budget of the search engine, but you also secure better search engine rankings.
On-Page Analysis: Meta Descriptions and Meta Data
The meta data appears on the search engine result pages for each search engine query. They are therefore the mouthpiece of every webmaster in the search engine and have a significant influence on the click rate, because only excitingly designed meta data is clicked by the user, and a website visit takes place via the search engine.
As part of the on-page analysis, it should be checked whether meta data is available and whether there is still potential to further refine the meta data and thus provide the user with more information.
On-Page Analysis: Robot Control
Robots crawl websites and subpages and thus form the vanguard for indexing in the search engine. If the crawler is now blocked by the technical blockages in the website, it can happen that important subpages of the website are not included in the search engine index. In particular, when using attributes like “nofollow” and “noindex” some things are done wrong, which can lead to blocked resources.
On-Page Analysis: Canonical Tags
Canonical tags should be checked against the background of duplicate content in particular. Using the tag incorrectly often leads to a misinterpretation by the search engine, which can also lead to ranking losses.
On-Page Analysis: Headings
Headings are an elementary design element in the page document of a website. Headings help the search engine semantically understand what the content and topic of a specific web page are. The hierarchically strongest heading (H1) should only appear once. In the on-page analysis, headings are checked for their use, and any incorrectly used resources are identified.
On-Page Analysis: Images & Image Sizes
Images have a huge impact on the loading times of a website. For this reason, the file sizes of the images used should be compressed as part of image SEO of the images used should be compressed as part of image SEO. In addition to compression, each image should also have a so-called alt attribute. This helps the search engine understand what the image is displaying thematically.
On-page SEO: Outgoing links
Every website usually has outgoing links to third-party websites. Here, it can happen that the website of the third party is changed, and the outbound link leads to an error page (404). Ideally, this should be avoided so that the user is not disturbed when consuming information.
On-Page SEO: Information Architecture (IA)
Decisive for the robot’s control: The information architecture of a page—a hierarchical structure helps the search engine understand which content is most relevant, and internal linking can significantly influence the indexing control of the search engine.
On-page SEO: URL display
If URLs are too cryptic or too long, this can have a negative effect on search engine rankings. For this reason, the presentation and design of URLs should also be checked as part of the on-page analysis.
Free On-Page SEO Analysis Tool
At the end of the blog post, we would like to introduce you to a free on-page analysis tool with which you can crawl up to 500 sub-pages free of charge. With the Screaming Frog, you can quickly get an overview of the current situation on your side. For example, you can use the Screaming Frog to:
+ export a list of your URLs
+ identify broken links
+ identify redirect chains
+ check canonical tags
+ check meta data
Conclusion on the on-page analysis
If the on-page analysis is done professionally, the topic becomes more extensive, but it represents the first step towards improving the SEO rankings. On-page analysis is often carried out at the beginning of each kickoff and is therefore the basic task in SEO.
We are happy to support you with the on-page analysis as an experienced SEO agency. Simply contact our experts without obligation and take advantage of the free SEO check!