On-page SEO is often described as part science and part art. Understanding how search engines read content on a web page is certainly crucial but ultimately we are looking for content that delights people and draws them into completing a meaningful action for the client. The action might be making a purchase, filling in a form, subscribing to a newsletter, downloading a document or anything that is relevant for the client.
So how do we optimise a web page for search? Initially, it is by understanding what the focus of the page is. Prior to undertaking any on-page work, we’ll have thoroughly researched the range of key search terms and phrases appropriate to the website and developed a thematic key search term structure. Each web page will be optimised for perhaps three closely related and relevant search terms based on what the customer wants.
