In the case of an OnPage optimization, optimization measures are also carried out individually for each subpage, which per se need not necessarily be visible on the subpages. However, these optimizations have an effect on other areas, such as the display of search results in search engines or the reference of originals in duplicate content. Let’s go into that in more detail.
The HTML Title Tag is the title of the page. This title is also stored as a name in the browser tab and usually also as a blue heading in the search engine results on Google and Bing. The title itself has a relatively high weighting compared to the effort required to optimize it, so it is an important part of OnPage optimization.
Meta description optimization
The meta description is a so-called meta tag with a special focus on SEO, in which a description is added as a summary of the respective subpage. The meta description does not play a role in the ranking of Google or Bing, but it is responsible for how the black description text should look in a search result. In order to make the search results as clickable as possible and to increase the click-through rate, the meta descriptions for individual subpages are improved and optimized during OnPage optimization.
Optimization of further meta tags
Some other meta tags can change the findability of subpages or visual representations under certain circumstances. This includes, among other things: The meta robots to prevent pages from appearing in search engines or to significantly limit the display, or social share meta tags to influence the display when sharing a page on Facebook, Twitter & Co.
Canonical tag optimizations against duplicate content
If the OnPage optimization determines that harmful duplicate content is present, measures are taken to neutralize it. One possible measure is to use a canonical tag on the duplicates that points to the original. So search engines always know which content is the original.
Schematic awards for search engines
So-called schematic markings can be stored for individual sub-pages as well as the entire website, which can be read out by search engines. These influence or enable you to search for your own brand name or for certain products, recipes, events or videos, and these can be displayed separately in search engines. The best example of this is the so-called Knowledge Graph on the right-hand side of the Google search when you have searched for the brand name. Or a video preview image in a search result if there is a video on the respective subpage. With the OnPage optimization, it can be checked which schematic markups are advantageous and these are then optionally integrated into the website or the respective subpage.
Optional: Social media tags for better presentations e.g. B. in Facebook Share Postings
Social media tags such as the OG Graph are not relevant for search engine optimization and are therefore considered optional in the area of SEO. Nevertheless, its use and its optimization is an advantage. If social media tags are used wisely, the display – the selected image, the headline and the description – of a Facebook share post or the linking of a subpage on Twitter can be optimized for more clickability in the respective social networks.
In some cases, Google also takes pictures in social share tags for mobile search results and delivers them to the corresponding search result. So it also has a visually interesting component for search engine optimization.