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Definitive guide to SEO in 2021 Part III

Published on 25.01.2021

In this part of the guideline, we will go through the optimization strategies for on-page SEO. What is an on-page SEO? If we look after popular SEO journals, MOZ's definition, then on-page SEO is the best practice for each web page to rank higher in Google and other search engines. 

SEO is not simple, but people make it hard to work and focus in most cases. SEO consists of a few parts - one is related to web page development itself and second is related to getting signals from other websites (social signals, building natural backlinks, etc.). Gaining traction from other websites is very important but never sleep on optimizing each web page for best practices. If the website is not fast or does not have a focus keyword in the title, you can't compete with the top-3 of your competition. Keep in mind that the real game starts when you enter the top-3. When you are not ranking for top-3, you don't understand how much power you can gain after getting into the top position. Today we will talk about the best practices and make sure that each part of the web-page is optimized for higher rankings. 


E-A-T is a must for every page ranking in Google

EAT is an abbreviation. It stands for 'expertise', 'authoritativeness' and 'trustworthiness'. The new update of Google says that if someone wants to rank a Google website for top 10 pages, then EAT has to be implemented on the website. It's actually about the on-page SEO and content that we want to put on the web page. With implementing EAT system, Google reminded marketers that web pages must have 'expertise', 'authoritativeness' and 'trustworthiness'. If the content is not expert-written, authoritative and trustworthy, you are not playing right.

EAT is very important when it comes to YMYL industries. Google has its search quality guideline, and the definition of YMYL niche is mentioned there. So, YMYL stands for "Your money, your life". It's the industry that could affect a person's financial situation positively. Financing, health and gaming niches could be known as YMYL niches. EAT is the most crucial factor for YMYL niche websites. Google does not like and favour the websites in the YMYL niche, but thousands of websites are operating in this industry, so Google has to regulate correctly, right? That's why E-A-T is mostly used on those niche websites (check the image below - those are definitions of EAT and YMYL according to Google search quality guidelines).

Content quality

In most cases, people overlook the quality of the content. If you do not focus on quality content, you are losing higher rankings and significant revenue. What could be done in this case? Content quality depends on many factors. First of all, Google will not grant website content with plagiarism. If a website owner is copying content from other websites, it won't rank higher in Google. Yes, the website will be still visible in Google search, but there will be no chances for that website to rank high in SERPs. 

The crawlers already observe content quality. The algorithmic crawlers have to look at the quality and see different options. For instance, they look at keyword optimization (also, they might check for keyword cannibalization), title tags, and the web page's actual body-text. What could be a bad practice in terms of quality content? If someone is looking for the best shaving soap, they already know about shaving soap.

In some cases, content writers start writing about the 'shaving soaps', and they tell us the history of how humankind achieved it. Google crawlers won't favour a website with an H1 (start of the web page) with that kind of fluff content. When someone is looking for the best shaving soap, they want to know about existing top-tier brands (check the image below - you'll see a perfect example on how to use H1 on a web page - create a shortcut for readers, as they look only for 'best' shave soaps).

In the last part of the guideline, we will talk about the importance of backlinks and getting authoritative and trusted links from big websites.