On Page Optimisation

There is so much to focus on in SEO in 2020 including the rapid increase in voice and visual search, using snippets that appear on SERPs as well as strengthening domain authority to try to assure Google of our content’s Expertise, Authoritativeness and Trustworthiness (EAT). In addition to addressing those, you should still put resources aside to address your on page optimisation fundamentals.

On Page Optimisation

Screaming Frog is a great tool to support your on page optimisation efforts with a wide variety of reports that quickly highlight issues and problems for you to concentrate on.

Here we will look at the main on page elements to focus on and see which Screaming Frog reports can support your optimisation work.

META Titles & Descriptions

Meta Titles – do all pages have a META title that doesn’t exceed 60 characters (including spaces). Are there any duplicate META titles on any pages? Your titles should contain the main keyword at the front that is the subject of the page content. You can find this information under the ‘Page Title’ tab in Screaming Frog.

META Descriptions – do all pages contain a META description that doesn’t exceed 155 characters? Are there any duplicates in META description on any of the pages? Again, the lead keyword phrase should be included in the META description or synonyms of it. You can check these under the ‘META Description’ tab in Screaming Frog. The summary tab on the right side quickly highlights any issues that you need to address.

H1 & H2 Headings

Heading Tags – all pages should contain an H1 tag for the main heading and this should contain the lead keyword phrase. Sub-headings should contain H2 and H3 tags. Refer to the H1 and H2 tabs in Screaming Frog to quickly identify any pages missing H1 and H2 content. You can also filter by duplicates using the filter drop down list in the upper left side of the page

Keyword Rich URL

URL – is your lead keyword phrase included in the URL of the page? This is something you can check in Screaming Frog in the ‘Internal’ tab using the filter drop-down to choose HTML to see the page URLs

Image Optimisation

Images – are all images below 500kb? The image report in Screaming Frog will tell you the Kb size of each image to determine this. Turning off JavaScript with the Web Developer Chrome plugin will also show you images at their full size to determine if any are much bigger.

ALT tags – do all images and infographics contain an ALT tag describing the content of the image including where possible the keyword where appropriate. You can check ALT tag content in the ‘Image’ report in Screaming Frog. Highlight an image in the main panel then click on the ‘Image Details’ tab at the bottom of the page. Scroll to the right and you will find a column called ‘ALT Text’.

Keyword & Keyphrase Usage

Lead Keyword in Introduction – your lead keyword phrase should appear once in the first 100 – 150 words of body content, manually check your content by doing a ‘find’ in the browser to find the first mention in the body content.

Use of Lead Keyword Phrase – you should include several references to your lead keyword phrase in the body content, but it is important to limit this to only around 2% or 2 times per 100 words.

Content Length – this should be a minimum of 300 words and ideally a lot longer. In Screaming Frog you can determine the word count under the ‘Content’ tab in the ‘Word Count’ column.

Internal & External Links

Links – does the page contain several internal links to other pages on your website? Does it contain multiple links to external websites? You can check external links in the ‘External’ tab in Screaming Frog as well as the status code to confirm if that link still works or if it returns an error