On Page SEO

On Page SEO is the term that defines the process of optimising your local business for the search engines.

In order for the search engines to index your website correctly you should help them. This means creating content that is 'relevant', focused on Search Intent and speak the user's language.

Relevant Content

What do we mean by relevant content? Relevant content would indicate to the search engines that the content you have created is local to the person searching and relevant to what they are searching for.

The content has to be in the right format (text, PDF files, Images, Video, Tutorials, Social Networking, etc.) so that the user can easily digest the content. The content needs to be local to them. This differs from Non-Local SEO by the fact that the content is only relevant to people searching in their area.

For example, if someone is searching for a 'restaurant in Devon' or 'coffee shop in Devon' they are generally looking for a service or product that is in their area. In other words they do not want to see results of coffee shops that are 50 or more miles away - this would not be relevant.

This is critical to optimising and helping the search engines index your site correctly. The search engines need to put your webpages into categories and locations so that when someone searches for 'coffee shop near me' it can look up indexed pages that are in their area (which the search engines can normally determine).

Search Intent

What is Search Intent? When someone searches for something they generally are looking for a solution to a problem or a service / product.

In order to optimise your content you need to understand what your potential customer is looking for. What is their intent. By thinking about what they trying to find you can optimise your content in such a way that your website and page content answers that goal.

Speaking the user's language

Once they find your content, you need to ensure that you on their wavelength. If they are searching for a product to buy, their intent is probably to buy the product; their intent is to buy. They could just be comparing prices and specifications.

Therefore you web page needs to show clear pricing and have the relevant information that will help them decide that they want to buy your service or product. Anything short of this will create a Page Bounce - e.g. they will get to your page, find the information is not in the right format or relevant and then leave your website, having only visited that one page. This is not your goal.