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On-page SEO Best Practices

In this article, we’re going to focus on the primary purpose of SEO, which is to draw potential customers to your business website so they can become interested and qualified leads.

In other words, we’ll be talking about on-page SEO.

The on-page SEO best practices in this article will help give you an understanding of how to structure the content on your website for both search engines and customers.

Know Your Keywords

The first step to almost any on-page SEO work is to know the keywords you are aiming for.

SEO keywords are words and phrases that are used when people look for information through a search engine.

Knowing the right keywords to use involves a combination of search term research and putting yourself in the audience’s shoes.

Ideally, you’re looking for a fairly wide selection of words and phrases that are probably searched for frequently and that relate to your industry and business.

We recommend using SEMrush for your keyword research as it’ll provide you with top-notch analytics. Alternative options include Ahrefs, Ubersuggest or Moz.

Keyword Conversion Funnel

When researching keywords, remember to consider every level of the conversion funnel.

At the top of the funnel, your search terms are likely to be more in the form of questions. Near the center of the funnel, customers are seeking clarification to define their already outlined desires, and at the end of the funnel, they are looking for a nearby provider of whatever it is they need.

On-page SEO is often best discussed in examples so let’s say you’re a local electrician service offering home repairs and consultations in the Denver CO area.

General keywords might be “light” “fixture” “flickering” “sparking” “broken” “wiring” “renovation” and “remodel” in various combinations with “Denver” and a variety of local neighborhoods and suburb cities.

Always Aim for Organic SEO

Now that you have an idea about keywords, let’s talk for a moment about the difference between ‘organic’ and non-organic SEO.

Since it’s obvious that pesticides aren’t the issue here, the difference between organic and non-organic SEO is actually how easily the keywords flow in your content.

With organic SEO, the keywords take a natural role in the content. While non-organic SEO tends to take the form of keyword-stuffing.

This is when keywords are shoved almost at random into existing content in order to manipulate search engine results.

Non-organic SEO also tends to miss opportunities to add secondary keywords due to over-focusing on the few big hitters.

Let’s look at some examples!

Organic SEO

“Tina’s bakery was founded in St Paul, Minnesota in 1983 and we’ve been baking our hearts out since opening day! Come in for our delicious selection of cookies, cakes, pastries, and specialty bread any day of the week from 9 AM to 9 PM. We’ll even do special event cakes to order!


• St Paul, Minnesota

• Cookies, Cakes, Pastries, and Specialty Bread

• Delicious Selection

• Any Day of the week

• 9 AM to 9 PM

• Event Cakes to Order

As you can see, this is a prime example of organic SEO. The sentences flow smoothly and include the right amount of keywords without overdoing it.

Non-Organic SEO

“Tina’s bakery is the best bakery in St Pal Minnesota! We’ve been baking in St Paul since 1983 and love to serve our customers delicious desserts. You can try one of everything we serve because here in St Paul’s best bakery, we have it all! We even do specialty cakes!


• Best Bakery in St Paul Minnesota

• Baking in St Paul

• Delicious Desserts

• St Paul’s Best Bakery

• Specialty Cakes

Obviously, this example showcases non-organic SEO. The keywords don’t flow within the sentences and seem to be overdone.

Provide All Relevant Information

One great way to achieve organic SEO while still compressing many of your keywords into a single efficient block of text is to provide all basic information about your company right up-front on your homepage and then repeat it in the footer that appears on every page in your business site.

State your business name, what you do, your street address, store hours, phone number, and at least one support email address.

This will help search engines know what you have to offer users and help your local visitors know that they have come to the right place and not a similar venue three cities over.

Don’t forget to label each line so the search engine knows what it’s looking at.

Awesome Al’s Hardware Emporium

All Your Hardware Needs from Hand Tools to Paint Cans

Address: 1234 Merckle Dr. Casper, WY 55212

Phone: 555-447-3663


Hours: Monday – Friday 8AM to 8PM

Saturday 8AM to 10 PM

Sunday 11 AM to 8PM

Providing all the relevant information is, in fact, an ideal way to organically help the on-page SEO aspects of your website.

Clearly listing the details of your services and the technical specifications of your products will also guide both SEO and your visitors quickly to the information they are looking for.

Write to Your Audience

When you think of your goals as boosting online traffic, bringing in more customers, and making your website more readable and navigable for search engines, it’s easy to forget about the customers themselves.

Remember that you know your customer base. As a local business, they are your friends, colleagues, and neighbours. Not a search engine.

SEO for People, Not Computers

SEO may be a computer-implemented algorithm, but it was invented and is constantly being developed to help real people find what they’re looking for.

The keywords themselves, how they are used, and the effectiveness of your SEO on conversions all depends on who is doing the searching.

This is where keyword research comes into play.

For instance, in your keyword research, you may come across the key phrase “Is this light fixture safe”. This would likely be the precursor to hiring an electrician to make sure a replacement doesn’t result in electrocution or fire.

Finally, don’t forget that while keyword-stuffing may get visitors to your web pages, only quality content and service will actually keep them around to become appreciative and paying customers.

Write content and place keywords in a way that is appealing and useful for your audience, not just to trick an algorithm into suggesting your business for local searches.

Conclusion: On-Page SEO Best Practices

After reading this article we hope you’ve gained a clear understanding of how to properly implement on-page SEO into your website

Implementing these on-page SEO best practices will bring your business one step closer to increasing your website’s traffic and sales.

Keep in mind that on-page SEO is most effective when combined with both off-page and technical SEO.

Let’s make your dreams a reality, together.

Want to know how your website can be approved to maximize conversions?

Our team will conduct a website assessment which includes a 30-point analysis of your existing shop, assessing 5 key areas. This will give us an idea of whether the shop needs to be totally rebuilt, or whether certain improvements can be made to the existing shop. The report will include an action plan and budget for the next steps.

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Prefer to talk to one of our team members about your specific project and how we can help? Contact us today or fill out the form below.

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