Onsite optimization refers to all SEO activities that are performed within the website. Onsite optimization includes the following subareas: Content, technology and design and usability.
By far the most important part of onsite optimization relates to its content. The more relevant the content is to a particular topic, the higher Google will rank the site for keywords related to that topic. However, it is not enough to pack certain terms into a text as often as possible in order to create relevance for a particular topic. Google and other search engines have meanwhile become very clever and recognize artificially manipulated texts exactly. Therefore, the content should always be written in such a way that it offers added value for the human visitors of a website.
This means that creating SEO-compliant texts is an art that requires both knowledge of how search engines work and expertise on the subject you are writing about.
This is not only true for texts, but for all kinds of content that can be used to appear in search results, including images, videos, news, etc.
The technical optimization is also part of the onsite SEO.
At the moment the most important technical aspect is the speed of a website. The faster a website is, the better it is for the users and thus also for the ranking of the website. In addition, it is also an advantage for Google if a website reacts quickly: Then the Google bot also needs less time for capturing the page. And if you consider how many pages have to be visited per day, then you can imagine how much that is worth.
In addition: The increasing use of mobile Internet increases the importance of fast and slim websites, because often only a limited data bandwidth is available for mobile use. Fast and slim sides bring clear advantages here.
Depending on which content management system (CMS) you use, you have different possibilities to influence the technology of a website. The common CMS like Joomla or WordPress provide extensions for most requirements, which can be installed later. There are, for example, extensions that help to avoid duplicate content, or those that ensure optimized display on mobile devices such as smartphones or tablets.
The performance of a website also depends on the type of server and the available network connection of the user. There are many other factors that can have an impact, but their description would go beyond the scope available.
Design and Usability
Navigation, font size, page layout and much more: A well thought-out design and good usability facilitate the operation of a website and make users feel comfortable, stay longer and return. This in turn will be registered by Google and other search engines and may affect the ranking.
Particular emphasis must be placed on the presentation of the website on different terminals. A website should look as good on the desktop as it does on a tablet or smartphone. The keyword is Responsive Design: This refers to the presentation of a website adapted to the end device used. As already indicated, WordPress and other Web-CMS already bring along the possibilities for Responsive Design.