So, you've read dozens — if not hundreds — of SEO articles online. You've digested countless tips and tricks for improving your website's SEO. You've even (over)paid that self-proclaimed "expert" to help you develop an SEO strategy that aligns with your business goals.

But after all of the reading and learning and strategizing, it dawns on you: You haven't actuallydoneanything yet. Perhaps you're intimidated. Maybe you're crunched for time.

无论如何，在页面上的SEO方面，没有任何借口拖着脚。页面上的SEO有权将无数的新访问者和客户带到您的网站。

页面上的SEO也完全取决于您：Youget to establish what the topic and/or goal of each page will be.Youget to decide on the target audience for that page. Andyouget to choose the target keywords and phrases you want to focus on.

All you have to do is get started, and we built this guide to help you.

Google's algorithm ranks your website on three main factors: on-page SEO, off-page SEO, and technical SEO:

• 我们将介绍on-page SEO elements below.
• 页面SEOrefers to social sharing, external linking, and more.
• Technical SEOrefers to all the SEO elements not included in on-page and off-page practices, such as structured data, site speed, and mobile readiness — the moreSEO的技术部分.

Note:这个SEO“三部曲”并不总是分为刺ee clean sections; some of these SEO elements will overlap. You'll see how and why throughout this piece.

为什么页面SEO很重要？

页面SEOis important because it tells Google all about your website and how you provide value to visitors and customers.它可以帮助您的网站针对人眼和搜索引擎机器人进行优化。

Merely creating and publishing your website isn't enough — you must optimize it for Google and other search engines in order to rank and attract new traffic.

页面上的SEO被称为“页面”，因为您可以通过访问者可以看到您对网站进行优化的调整和更改on your page(whereas off-page and technical SEO elements aren't always visible).

Every part of on-page SEO is completely up to you; that's why it's critical that you do it correctly. Now, let's discuss the elements of on-page SEO.

All on-page SEO elements fall into three main categories:

• Content elements
• HTML元素
• Site architecture elements

Content Elements

Content elements refer to the elements within your site copy and content. In this section, we'll focus mostly on crafting high-quality page content that benefits your visitors and tells Google that your website provides value.

High-Quality Page Content

Page content is the heart of on-page SEO. It tells both search engines and readers what your website and business are all about.

The first step to creating high-quality content is choosing relevant keywords and topics. Conduct keyword research by searching Google for terms and seeing what surfaces for competitors and other websites. You can also use tools likeAhrefs,AnswerthePublic, andUberSuggest.

Also, read ourBeginner's Guide on How to Do Keyword Research for SEO.

接下来，考虑您的页面内容如何属于买家的旅程和访问者的搜索意图。这些将影响您使用关键字和what types of content you will create:

Now, it's time to write your page content or clean it up if you're currently auditing your on-page SEO.

以下是编写高质量页面内容的一些最佳实践（我们将在下面更详细地介绍其中的一些清单):

• Incorporateshort and long-tail keywordsnaturally.
• Add engaging and relevant visual content.
• Write for your specificbuyer persona(s).
• Actively solve your audience's problem.
• Develop content people will share and want to link to.
• Optimize for conversions with CTAs to offers and product pages.

Page content is your opportunity to communicate value to Google and your site visitors; it's the heart of the on-page SEO process. All other on-page SEO elements stem from high-quality page content, so invest ample resources to develop and optimize it.

HTML Elements

HTML元素refer to the elements in your source code.

注意：要查看浏览器中任何页面的源代码，请单击“视图”>“开发人员”>“查看源”中的源代码。

Page Titles

Your website page titles (also known as标题标签) are one of the most important SEO elements.

Titles tell both visitors and search engines what they can find on the corresponding pages.

To ensure your site pages rank for the proper intent, be sure to include the focus keyword for each page in the title. Incorporate your keyword as naturally as possible.

Here are some best practices for when developing a page title:

• Keep it under 70 characters (perGoogle's update）...在搜索结果中将切断您的标题。移动搜索结果最多显示78个字符。
• Don't stuff the title with keywords. Not only does keyword-stuffing present a spammy and tacky reading experience, but modern search engines are smarter than ever — they've been designed to specifically monitor for (and penalize!) content that's unnaturally stuffed with keywords.
• Make it relevant to the page.
• Don't use all caps.
• 将您的品牌包括在标题中，即The Ultimate Guide to On-Page SEO in 2019 — HubSpot Blog".

Check out our free data-driven guide to writing effective page titles.

Headers

Headers, also known as body tags, refer to the HTML element

,

,

, and so on.

These tags help organize your content for readers and help search engines distinguish what part of your content is most important and relevant, depending on search intent.

Incorporate important keywords in yourheaders，但是选择与页面标题中的不同。将最重要的关键字放入

和

标题中。

Meta Descriptions

Meta descriptionsare the short page descriptions that appear under the title in search results. Although it's not an official ranking factor for search engines, it can influence whether or not your page is clicked on — therefore, it's just as important when doing on-page SEO.

Meta descriptions can also be copied over to social media when your content is shared (by using结构化标记，我们在下面谈论），因此它也可以鼓励从那里进行点击。

Here's what makes for agood meta description:

• Keep it under 160 characters, althoughGoogle has been known to allow longer meta descriptions— up to 220 characters. (Note: Mobile devices cut off meta descriptions at 120 characters.)
• Include your entire keyword or keyword phrase.
• Use a complete, compelling sentence (or two).
• Avoid alphanumeric characters like —, &, or +.

Image Alt-text

Image alt-textis like SEO for your images. It tells Google and other search engines what your images are about ... which is important because Google now delivers almost as many image-based results as they do text-based results.

That means consumers may be discovering your site through your images. In order for them to do this, though, you have to add alt-text to your images.

Here's what to keep in mind when adding image alt-text:

• Make it descriptive and specific.
• Make it contextually relevant to the broader page content.
• 保持比125个字符短。
• 很少使用关键字，不要关键字内容。

Structured Markup

Structured markup, or结构化数据, is the process of "marking up" your website source code to make it easier for Google to find and understand different elements of your content.

Structured markup is the key behind those featured snippets, knowledge panels, and other content features you see when you search for something on Google. It's also您的特定页面信息如何如此整齐地显示when someone shares your content on social media.

Note: Structured data is considered technical SEO, but I'm including it here because optimizing it creates a better on-page experience for visitors.

站点架构元素

Site architecture elements refer to the elements that make up your website and site pages. How you structure your website can help Google and other search engines easily crawl the pages and page content.

Page URLs

Yourpage URLsshould be simple to digest for both readers and search engines. They are also important when keeping your site hierarchy consistent as you create subpages, blog posts, and other types of internal pages.

For example, in the above URL, "blog" is the sub-domain, "hubspot.com" is the domain, "sales" is the directory for therayapp3 , and "startups" indicates the specific path to that blog post.

Here are a few tips on how to writeSEO-friendly URLs:

• Remove the extra, unnecessary words.
• Use only one or two keywords.
• UseHTTPSif possible, as Google now uses that as a positive ranking factor.

Internal Linking

Internal linking是将超链接到网站上其他有用页面的过程。（请参阅上面句子中的另一个HubSpot博客文章链接到“内部链接”一词？这是一个例子。）

Internal linking is important for on-page SEO because internal links send readers to other pages on your website, keeping them around longer and thus telling Google your site is valuable and helpful.

Also, the longer visitors are on your website, the more time Google has to crawl and index your site pages. This ultimately helps Google absorb more information about your website and potentially rank it higher on the search engine results pages.

下载我们的免费指南，以供SEO内部链接。

Mobile Responsiveness

Google started favoring sites that are optimized for faster mobile speeds— even for desktop searches.

移动响应能力很重要。

It's critical to choose a website hosting service, site design and theme, and content layout that'sreadable and navigable on mobile devices. If you're not sure about your own site's mobile readiness, useGoogle's Mobile-Friendly Test tool.

Site Speed

Whether being viewed on a mobile device or desktop, your site must be able to load quickly. When it comes to on-page SEO,页面速度数量很大。

Google cares about user experience first and foremost. If your site loads slowly or haphazardly, it's likely your visitors aren't going to stick around — and Google knows that. Moreover, site speed canimpact conversions and ROI.

Check your website's speed anytime usingGoogle's PageSpeed Insights tool. If your website is movin' slow, check out5 Easy Ways to Help Reduce Your Website’s Page Loading Speed.

Note: Mobile responsiveness and site speed are considered technical SEO, but I'm including them here because optimizing them creates a better on-page experience for visitors.

Now that you understand the different on-page SEO elements, let's talk through the steps of auditing and improving your on-page SEO.

如果你一直寻找organiz解决方案ing and tracking the various on-page SEO elements, you're in luck. The HubSpot marketing team released an updated version of ourOn-Page SEO Template,an Excel document that allows you to coordinate pages and keywords — and track changes — all in one place.

Download Now:On-Page SEO Template

In this section, we'll be using this template as a guide as we walk you through a checklist for your on-page SEO management, step by step.Download the template nowand follow along.

Note:虚构的网站“ http://www.quantify.ly”将在本文中用作示例。这只是为了帮助您想象自己的网站如何适合模板。

1. Crawl your website.

获取搜索引擎所索引的所有网站页面的概述。对于HubSpot客户，我们的Page Performance工具（在报告中）将允许您这样做。如果您不使用HubSpot，则可以尝试使用free tool like Xenu's link crawler.

After crawling your site and exporting the results into an Excel (or .csv) file, there will be three key columns of data that you should focus on:

1. The web address (a.k.a. URL)
2. The page title
3. The page meta description

The URL should be pasted into column B, the page title into column C, and the description into column E.

2. Conduct an SEO audit and define your site architecture.

Now that you have a basic index of your site in the template, you'll want to organize and prioritize your web pages. Start by defining where within your site architecture your existing pages currently sit.

在A列A中执行此操作。请注意，页面是否为您的主页（理想情况下，您只有其中一个），您的主（或辅助）导航菜单中的页面，内部页面等等。

3. Update URLs, page titles, and meta descriptions.

Review your current URLs, page titles, and meta descriptions to see if they need updating.

(This is the beauty of using a template to organize your SEO: You get a broad overview of the type of content you have on your website.)

Notice how column D and column F automatically calculate the length of each element. The recommended length for page titles is anything under 60 characters. (And, actually, a quick and easy optimization project is to update all page titles that are longer than 60 characters.)

页面元描述的建议长度为155-160个字符。这是确保椭圆形切断描述的理想长度。确保您对这个空间中的关键字不太重复。编写良好的元描述并不困难，但值得考虑的考虑与页面内容本身一样多。

(Note:For some sites, you may also have to update the URLs, but that's not always the case and thus was not included as part of this optimization template.)

4. Make sure your keyword is in your URL.

As我们上面提到, add your keyword to your URL. For example, image you own a hot yoga studio called ADYoga. You have a web page that includes videos of your classes. The keyword for this page is "hot yoga online classes" — so, you'd want to include that keyword in your URL. The URL for this web page may look like this: www.ADyoga.com/hot-yoga-online-classes.

5. Include your keyword throughout your web page.

In addition to your URL, you'll want to add your keyword throughout your web page(s). This includes your title and headers. Sprinkle your keyword throughout your content as well where it fits naturally.

6.跟踪每个页面的关键字和主题。

Think of your target keyword as the designated topic for a particular page. If you're using the HubSpot template, In column O, define just one topic per page.

通过这样做,你就可以去更深入and provide more detailed information about that topic. This also means that you are only optimizing for one keyword per page, meaning you have a greater chance to rank for that keyword.

There are, of course, a few exceptions to this rule. Your homepage is a classic example. The goal of your homepage is to explain what yourentire网站是关于的，因此您需要一些关键字来做到这一点。另一个例外是概述页面，例如服务和产品页面，概述了您所有的产品和服务可能是什么。

7. Don’t keyword stuff.

We just covered many examples in which keywords are both helpful and necessary for SEO purposes. However, one mistake many first-timers make when improving their on-page SEO is "keyword stuff".

关键字填充可能对您的网站和网页的SEO有害，并且对读者/访问者可能会感到垃圾。

8.建立每个页面的价值主张。

A very important next step, which is often overlooked, is establishing a value proposition for each page of your website. Each page should have a goal aside from just ranking for a particular term.

If you're using the template, you'll do this in column G.

9. Define your target audience.

Define your target audience — do you have a single buyer persona or multiple personas? Keep this persona in mind as you optimize your site's pages. (Remember, you are optimizing for humans, too — not just search engine robots.)

In column H of our template, you'll have the opportunity to define your page's target audience.

10.计划新页面标题。

Now that you've documented your existing page titles and have established value propositions and target audiences for each of your pages, write new page titles (if necessary) to reflect your findings.

You can do this in column K of the template — and double check each title length in column L.

People usually follow the formula of "Keyword Phrase | Context." The goal of the page title is to lay out the purpose of the page without being redundant. You should also keep the additional recommendations wemade aboverelated to titles.

11. Add new meta descriptions.

As we covered above, meta descriptions should be a short, declarative sentence that incorporates the same keyword as your page's title.

它应该不是reflect the content verbatim as it appears on the page. Get as close as you can to the 150-character limit to maximize space and tell visitors as much as possible about your page.

如果您需要创建新的元描述，请在模板的M列中执行此操作。

12. Review and edit page content as needed.

Good copy needs to be thorough, clear, and provide solutions ... so, be compelling! Write for your target audience and about how you can help them. Compelling content is also error-free, so double check your spelling and grammar.

旨在每页至少有500个单词，并格式化内容，以使使用标头和子标题的阅读和消化更加易于阅读和消化。

Columns P through R can be used to keep track of changes that you've made to your content or to note where changes need to be implemented.

13.合并视觉内容。

Content can be more than just text, so consider what kind of visual content you can incorporate into each page (if it adds value and serves a purpose, of course). Columns S and T allow you to note which visual elements need to be added. When adding an image to a page, be sure to include a descriptive file name and image alt-text.

14. Optimize your visual content.

We talked earlieraboutimage alt text. You'll want to optimize your visual content this way — and be sure to include your keyword in your image alt text. It'll help with the page's SEO as well as offer the potential to rank in image search (e.g. on a search engine image results page or image carousel).

15. Add internal links.

As stated earlier，必须在整个页面中结合链接，但通常是容易被忽略的东西。

Make sure that your anchor text includes more than just your keywords. The goal isn't to stuff in as many keywords as possible, but to make it easy for people to navigate your site.

Use columns U through W to plan for these elements if you don't already have them, or to document how you'll improve them.

16. Include external links.

考虑到我们只是涵盖了多种原因，在整个页面中包含外部链接似乎是违反直觉的internal链接对于页面上的SEO非常重要。但是，外部链接也很重要。

By externally linking, to credible and trustworthy sites, Google will know your page is also credible and trustworthy. Not only does Google want to know your site is well-referenced, but your visitors do, too.

17. Optimize for conversions.

If you're also notoptimizing your siteto increase the number of leads, subscribers, and/or customers you're attracting ... you're doing it wrong.

Remember that each page of your website presents a conversion opportunity. That means every page of your website should include at least one call-to-action (CTA), though many pages may have multiple CTAs.

Columns X through AF allow you to plan for conversions.

确保您的网站与不同的CTA混合在一起stages of the flywheel.

(Note: The On-Page SEO Template refers to the stages of the buying funnel — top of the funnel, middle of the funnel, and bottom of the funnel. If you are a HubSpot customer, you can evenuse Smart Contentto display these specific CTAs only to people in a specific part of the funnel.)

Also, as you add, edit, or update CTAs, be sure to note conversion rate changes in columns Z, AC, and AF.

Put Your On-Page SEO to Work

最终确定SEO计划后，在网站上实施这些更改，或将其传递给某人为您实施。这将需要时间才能完成，因此目标是每周工作5至10页。

Remember: SEO is not a one-and-done deal. It's something you should continually improve upon. You should treat this On-Page SEO Template as a living, breathing document that will help guide your SEO strategy for months (or years) to come.

Editor's Note: This post was originally published in October 2012 and has been updated for freshness, accuracy, and comprehensiveness.