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SEO On-page Optimisation

On-page SEO Optimisation

There are tens of thousands of searches performed online every second. 60% of all website traffic comes from search engines, making search engine optimisation one of the primary factors in a website’s success.

Once you’ve performed keyword research (or partnered with our amazing team to accomplish the task), you’re ready to start optimising your site. On-page optimisation is one of the key factors that search engine crawlers evaluate when they rank your site, and also has a huge impact on the user experience you offer each visitor. Today’s search engine algorithms place a heavily weighted value on on-page content that is of a high quality and relevant to the terms it’s attempting to rank for.


The entry level SEO effort revolves around keyword usage. Keywords are incredibly important to SEO – they’re the terms that are being entered into search engines, after all. While an untrained designer may stuff your web pages full of keywords, we’ve come to realise that keyword use should be focused on key areas of the page and shouldn’t distract from or overwhelm the other content.

Phrase-based indexing

Search engines recognise common phrases that often relate to a key term, and look for those phrases when they are determining where to rank a page in search results. This means that a page where a key term appears without any related phrases accompanying it will rank lower than a page that includes both the key term and related phrases.

Term Frequency- Inverse Document Frequency

Search engine algorithms look at the volume of appearances from every term across the entire internet, and use that information to help them understand how important terms are when they appear on a web page. This is a big part of how search engines identify the keywords you’re attempting to rank for.

Natural language

Search engines are queried by people using common language and terms, and many search results are helped along through the use of synonyms, alternate spellings, and related terms. Web pages should use multiple variations and close relatives of desired terms to increase their search relevance and ranking.

Page Design

Search engines analyse the sections of your page to determine where the most important content is, and prioritise that content when they determine where a page ranks in results. The main body sections of web pages should be a focus of keyword placement.

Semantic Distance

Search engines use the placement of keywords to determine how closely related they are. It’s for this reason that “cleats” and “baseball” may not be seen as closely related to one another by a search engine if they’re in different sections of your page, or multiple paragraphs apart. If you want to rank for “baseball cleats,” the two terms should be placed in the same section and near one another.

If you’re looking to improve your on-page SEO, let ExcelForce proven team of experts go to work for you. Our results have proven that we are one of the best SEO marketing agencies in London and around the world.

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