How to Beat a Competitor with Better On-Page SEO Practices

When competing in a saturated online market, it can be challenging to stand out from the crowd. However, one key factor that sets successful websites apart from their competitors is effective on-page SEO.

On-page SEO refers to the practice of optimising individual web pages to rank higher in search engine results pages (SERPs). This involves tweaking various elements within your website's structure and content to improve its visibility and credibility in the eyes of search engines like Google.

Keyword Research

The first step in beating a competitor with better on-page SEO is to conduct thorough keyword research. This process involves identifying relevant keywords and phrases that your target audience uses when searching for products or services like yours.

To conduct effective keyword research, you can use tools like Google Keyword Planner, Ahrefs, or SEMrush. These tools allow you to enter seed keywords and generate a list of related terms, along with their search volume and competition levels.

Once you have identified your target keywords, it's essential to incorporate them into your website's content in a natural and organic way. Avoid keyword stuffing by using variations of your target keywords throughout your content, rather than repeating the same phrase excessively.

Optimise Your Page Title and Meta Description

Your page title and meta description are two critical on-page elements that can significantly impact your website's search engine ranking.

A well-crafted page title should be descriptive, concise, and include your target keyword. Aim for a title length of 55-60 characters to avoid truncation in SERPs.

Your meta description, on the other hand, should provide a brief summary of your webpage's content. It should also include your target keyword and entice users to click through to your website. Keep your meta description concise, ideally under 155 characters.

Header Tags and Content Organisation

Search engines like Google use header tags (H1-H6) to understand the structure and hierarchy of your webpage's content.

A well-organised webpage with clear header tags can improve its crawlability, making it easier for search engines to index and rank. Use H1 tags as the main title, followed by H2 and H3 subheadings to break up large blocks of text.

Image Optimisation

Images are an essential part of any webpage's content, but they can also have a significant impact on your website's load speed and SEO. To optimise your images for better search engine ranking:

• Use descriptive alt tags that include your target keyword.
• Compress your images to reduce file size without compromising quality.
• Use relevant and concise file names that include your target keyword.

Internal Linking and Anchor Text

Internal linking is an essential on-page SEO practice that helps search engines understand the relationships between different pages within your website.

Avoid over-optimising your anchor text by using variations of your target keywords. Instead, use descriptive anchor text that tells users where they will be linked to.

Mobile-Friendliness and Page Speed

Mobility is a crucial aspect of on-page SEO in today's mobile-first world. Ensure that your website is responsive, providing an optimal user experience across various devices and screen sizes.

A fast-loading webpage can significantly improve its search engine ranking. Use tools like Google PageSpeed Insights to identify areas for improvement and optimise your website's load speed accordingly.

Track and Analyse Your Progress

Finally, track your on-page SEO progress by using analytics tools like Google Analytics or SEMrush. Monitor your keyword rankings, organic traffic, and conversion rates to refine your strategy and make data-driven decisions.

By implementing these on-page SEO best practices, you can improve your website's visibility, credibility, and search engine ranking, ultimately beating your competitors in the process.

Out-Optimising a Competitor, Step by Step

Start by choosing one specific keyword where a rival outranks you. Open their ranking page and note its title, headings, word depth, internal links and the questions it answers. Then audit your own page against the same checklist. Usually the gap is not magic: their page answers the query more completely, loads faster, or is better linked internally. Close each gap deliberately rather than rewriting everything at once.

A Worked Comparison

Suppose a competitor's guide to "small business invoicing" covers templates, tax rules and chasing late payment, while yours only defines an invoice. You add practical template guidance, a section on payment terms and a short worked example. You also add a clear title that includes the phrase and link to the page from two related articles. These concrete improvements give search engines a strong reason to prefer your page.

A Focused Checklist

• Match or exceed the depth of the top result on genuine substance, not padding.
• Write a compelling title and meta description that earn the click.
• Add internal links from your strongest related pages.
• Ensure the page loads quickly and reads well on mobile.
• Answer the follow-up questions the current top page leaves unaddressed.

Ensuring your website's on-page SEO readiness is crucial for search engine visibility; a slow page speed can negatively impact user experience and search rankings alike. — Editor, EnlightenIt