If your on-page SEO is not set up correctly, you are going to have low visitor engagement and high bounce rates (a.k.a, the Super Ball effect). Why is this an issue and why should you care? Having a high bounce rate is like having a bucket with a bunch of very large holes in the bottom. But for a website, instead of water flowing out of the holes it’s your money flowing out.
How do you address this, and is it easy to fix?
The easiest way to align keyword search terms and visitor expectations is to have the right strategy for your keyword search terms. The keywords you select for SEO should be clearly vetted before beginning the on-page keyword optimization process. You should manually run each keyword through a Google search and see what comes up. Do the results make sense? You should also run a search volume analysis using Google’s keyword tool. Once you have the right list of keywords you can then begin to optimize the title tags, meta description tags, h1 and h2 tags, and image alt to ensure the pages show up in search results and target the right audience.
If you can only address two elements on each page to maximize SEO with visitor expectations, you should optimize the page’s title and meta description tag. These are the most important elements when it comes to on-page SEO. The title tag is a 70-character text link that shows up at the top of each search listing in Google. The meta description tag is the 155-character string of text that shows up directly below the title link.
Most importantly, the title and meta description tags should accurately reflect what the visitor will see when they visit your website. If you don’t have alignment, you will have poor visitor engagement and high bounce rates.