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SEO Best Practices – Part 1

How "on page" Search Engine Optimization can boost your organic search results


Search Engine Optimization (SEO) does not consist of a fixed process which when followed will result in the website ranking high in various search engines. This is because search engines are very versatile and do not share the actual recipe they follow while calculating website ranks for particular keywords. However, there are parameters that SEO specialists utilize while optimizing websites. A few “secret ingredients” as the search engines call it are unknown as their parameters keep changing. We created this best practice document based on our experience over the years.

SEO as a whole consists of on-page and off-page activities that, if blended in the right proportion, will lead to a search engine-friendly website. This results in substantial increase in visitors to your website.

On-page activities include SEO tasks carried out on the website that vary from basic meta tag changes to complete website restructuring which takes care of a portion of the website being optimized for search engines. Off-page activities, on the other hand, consist of tasks that increase a website’s footprint across the World Wide Web.

On-page SEO best practices

1. Domain Name Selection:

While selecting a domain name, ensure that you choose the brand and a business-related keyword.

Example – If the website is for a pet food company, the website domain could be:

2. URL Structure:

The URLs should be as short as possible with a maximum of two sub-folders along with a keyword core to that particular landing page included in the URL.

Example –  www. could be named as:


3. Meta tag Optimization:

Although a website may be search engine-friendly, it is important to attract the target audience to the website. This is the role of meta tags that include the title tags, description tags and keyword tags. Search engines display title and description tags for search results, highlighting the keyword searched for. A title or description that is not compelling will not drive traffic to the website, as opposed to an eye-catching title or description.

4. Use of Header Tags

Header tags indicate to search engines what the particular landing page contains. By enclosing titles on the page (as they typically describe the contents of the page) with a header tag you can give search engines more information about a landing page. Header tags can vary from H1 to H6, with the H1 tag being the most important.

Example – <H1> Natural & Organic Pet Food Store </H1>

5. Keyword Density:

A website that has a particular keyword present in its tags and content indicates to search engines how important the keyword is to the website. Search engines calculate the frequency of keywords in content by checking the ratio of the keywords present to the total number of words. The ideal keyword density is between 2 – 3%. Anything more than 5% is perceived as “keyword stuffing” and adversely affects search ranks.

6. Latent Semantic Indexing - (LSI):

LSI is a method used to create themes around website content by incorporating synonyms, word derivatives, scientific names, etc. from a core keyword. LSI gives search engines the ability to provide its users a more relevant list of options to choose from. For example, if a page talks about ”dogs,” the page can include words like pup, puppies, doggie, puppy, canine, etc. This alerts search engines that the content contains extensive information about the subject and the website earns a higher rank in the organic search results.

7. Silo Structuring:

The term Silo structuring refers to creating themes around the website to rank in search engines for keywords. The difference here is that the theme is created using the website architecture and not the content. The method of Silo structuring is useful for websites that highlight multiple products, where multiple pages are grouped together to form a particular theme.

For example, we can create a theme for a flower section in this way:

8. Unique content:

Search engines give their audience extensive results that can have an adverse effect if the same content shows up in multiple results from different websites. Hence, a search engine checks websites for originality of content and penalizes them if the extent of duplicate content is high. Also, search engines do not crawl duplicate content on pages within the same website.

9. New content frequency:

Apart from unique content, search engines prefer websites that frequently introduce fresh content. This helps increase the frequency of bots crawling the website and hence result in a higher ranking for the website.

These are very important on-page SEO factors that should be considered while optimizing your webpage. In the next installment, we will show you some of the other parameters that could positively affect your search rankings.

Contributed by Diya Elizabeth Moraes

Team Position²

Position2 is an innovative digital marketing agency that accelerates demand through integrated Content Marketing, Paid Acquisition, and Marketing Technology solutions. Our demand acceleration solutions map the buyer's journey across multiple touch points such as search, social, mobile, media, and email. These integrated campaigns are powered by cutting-edge content creation, digital advertising, web design/development, marketing automation, and analytics. We serve hundreds of clients ranging from VC funded startups to Fortune 500 multinational firms. Our 200-member team is based in Silicon Valley and Bangalore and consists of marketing gurus, engineers, data scientists, writers, and designers. Founded in 2006, Position2 is backed by Accel Partners.