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The reason that on-page search engine optimization is so critical is because it gives the search engines an informative snapshot of each of your web pages and of your entire website as a whole.

These snapshots, or signals, are similar to the dust jacket of a book.

You can pretty much figure out what a book is about, by reading the cover, blurbs about the book and its table of contents.

Consider the following four essential elements of on-page search engine optimization (SEO):

Body Text

On content-heavy pages, use key phrases no more than twice because excessive repetition tends to look unnatural to the human eye and the search engines consider this sort of repetition to amount to keyword stuffing.

Page Headings and Subheads

Anyone proficient in SEO knows that key phrases can carry a different value based on their placement on a page. By using them in headings and subheads, the search engines will be alerted to their high importance.

Site Navigation Menus

Avoid using generic words in the website navigation menu. Instead, he suggests using specific phrases that are meaningful both to site visitors and search engines.

Image File Names and Alt Tags

Instead of maintaining the image name generated by the camera that took the photo (such as IMG01345.jpg), rename the file with a search-friendly file name. You can bolster this strategy with alt tags that use target phrases to describe images, which will help your search engine placement as well.

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