SEO: The On Page Optimization

In the early 2000's, search engines seemed to have a fairly naive algorithm for content analysis, which led SEOs to adopt equally naive tactics for on-page optimization. Years later, these tendencies, sadly, still persist.

Obviously, it's essential to target effectively your keywords in your page titles, headlines (or early in the body copy), URLs, etc. But content analysis has become far more sophisticated. Engines start "reading" pages almost like in the way humans do by adding to good content=keywords matching other elements such as design, layout and usability.

Content is king, and copywriting is the primary skill for SEO. Writing for web is the main weapon to climb the SERP, but page' structure remains a central point. In particular for positioning.

To better understand how to improve our website in the eyes of Google, it is important to know how Big G collects its data. Because while navigating the web, someone is watching us ...

There is not a "perfect ratio". Check the title, the headline and make sure the phrase is on the page (and the page is actually on the subject of the keyword) and you've done your job. The additional impact on rankings to be gained from perfectly calculating the number of repetitions or ensuring every paragraph fits into the "theme" of the keyword and document is likely to be a waste of time better spent on other priorities. Of course, being sure to exceed 5% will not hurt, but do not waste too much time looking for perfect proportion.That's what this graph tries to illustrate.

When targeting similar phrases or phrases that can work together and target the same intent for most users, a single page should suffice. When the phrases cannot logically work together in a title/headline or when the intents don't have a high likelihood for overlap, it's time to build different pages and target the keywords separately.