Lesson 2: On-Page SEO


As an affiliate, you probably want to get more traffic that converts into sales, right?

For all you who have just joined Ad-Center or have been with us for a long time, we want you to succeed. Read through the lines carefully and take notes.

In this lesson we will discuss On-Page SEO and will recommend the best ways to make your website successful.

Here are the topics that we will discuss: 

  1. What is On-Page SEO: Test your SEO Score
  2. Introducing SERPS
  3. How to use keywords and get high quality content
  4. On-Page SEO optimization: Optimal Title Tags, Meta descriptions, URLs, Alt Text,, Robots.txt,  Schema.org
  5. Weighting Ranking Factors in Google
  6. Action Plan for your On-Page SEO


Back to Course Outline 

What is On-Page SEO?


The official definition:

What MOZ says:

“On-site SEO, also known as on-page SEO, is the practice of optimizing elements on a website in order to rank higher and earn more relevant traffic from search engines. On-site SEO refers to optimizing both the content and HTML source code of a page.”

What Yoast says:

“On-page factors all have to do with elements of your own website. On-page factors include technical set-up – the quality of your code – textual and visual content and user-friendliness of your site.”


The basics of on-page SEO:


On-Page SEO for affiliate marketing

One. Start with your visitors...

you know the humans who might eventually pay money or sign up to your affiliate offers.

Before you even start getting noticed by search engines, your page has to have human visitors. A search engine will simply ignore pages that get ignored by real people.


How do you build your On-Page SEO for real people?

Humans see page content a little different from the way crawlers do. They have emotions, interests, attention span etc. They hate wasting time and they know they have a LOT of online solutions to choose from. That’s why you should build your pages to be somewhat attractive to the eye, easy to understand and generally be useful.

3  Factors for Human-friendly on-page SEO: 

Easy to understand 

Keep it as simple as possible.

Yes, easy and simple content is actually more work. You have to organize your ideas, spend time reviewing your work and make sure they sound short and sweet. That’s why people will love it, because you’ve done half of the work for them.

You have to simplify everything on your site, your design, your text, your visuals. The easier it is to interact and understand your content, the more inviting it is. And ultimately,  more people will want to use it.

Good keywords use

As a general rule, 8-10 people will only read headlines and only 2/10 will read the entire copy. Most visitors will look for keywords in your headlines and when they find something of interest, they will read the page. So make sure the keywords used in your headlines match the keywords in your content.

Avoid stuffing your content with keywords that don’t make sense:

 People will get annoyed and leave

  1. Search engines will detect it and de-rank your page
  2. Everything has to look natural.

More on Keywords in Lesson 3.

Solve a problem

Is your website answering visitor's queries?

Check the queries in your analytics to review the keywords your visitors used in finding your site. 

If they are looking for a specific solution, make sure you offer it. 

  • If your visitors stick around , meaning your page has a low bounce rate and time spent on page is above 30 seconds - Your page is useful.
  • If your bounce rate is really high- then you have a problem somewhere. Ask your account manager how to decrease your bounce rate. They are trained to find solutions.

Does your affiliate website actually solve a problem or answer a question?

42% of businesses fail because they don’t actually do anything useful for their visitors.






On-Page SEO Ranking Factors

TWO. Search engine crawlers.

Now that you understand the principles of making your human visitors happy, lets talk about the crawling bots that also visit your pages. The technical aspects of your On-Page and Off-Page optimization are both important when crawlers evaluate your pages.

Here below is an illustration how On-Page and Off-Page optimization complement each other and play a major role when analyzed by search engines.

Did you audit your site in Lesson 1?

In lesson 1 at the end, we’ve give a few free tools to audit your On-Page SEO. The easiest way to start is to know exactly what your site needs.


1. Write your audit results down and start fixing. 




 2. Prioritize your efforts

Be efficient when making any SEO efforts. Work smart. Some things are a lot more important than others. If you have limited time and resources, start by solving any issues related to the higher percentages from the table here below.


Weighting Ranking Factors in Google

On-Page SEO


Off-Page SEO


Page-Level Keyword & Content Feature

Topic-modeling scores on content, content quality/ relevance


Domain-Level, Link Authority Features

Quantity of links to the domain, trust/quality of links to the domain, domain-level   PageRank


Page-Level, Keyword Agnostic Features

Content length, readability, uniqueness


Page-Level Link Features

PageRank, TrustRank, quality of link/links, anchor text distribution, quality of link sources


Domain-Level Keyword Usage

Exact-match keyword domains, partial=keyword matches


Domain-Level Brand Features

Offline usage of brand/domain name, mentions of brand/domain in news/media/press


Domain-Level, Keyword-Agnostic Features

Domain name length, TLD extension, domain HTTP response time


User, Usage, & Traffic/Query Data

Traffic/usage signals from browsers/ toolbars/clickstream, quantity/diversity/ click-through-rate of queries



Social Metrics

Quantity/quality of tweeted links, Facebook shares, Google +1s



Notice how much weight goes to your content in On-Page SEO?

Advice for affiliate marketers : Google will favor pages that include images, maps, definitions, answer boxes, videos in order to create those rich snippets shown in the image above.


Content for your On-Page SEO


Page content is essentially EVERYTHING on your page: your keywords, your headings, paragraphs, images, videos, maps.

Content is considered the central part of any page on any website. It is what both people and search engines crawlers regard as the most important factor when it comes to on-page optimization.


For Search Engine Crawlers:

As you have seen in the table above, page-level keywords and content features take up to 14.94% of the whole optimization process.

For human visitors:

According to a 2016 Pew Research Center study, half of the American population between the age of 18 to 49 consider the Internet their primary source of information - and the percentages are increasing at a rapid rate.

When writing content for people and simultaneously optimizing for google,

Neil Patel suggests spending 55% your efforts on Content Marketing:




His advice to become successful in SEO copywriting - create the headline before moving on to the body. Make an attractive and clickable headline and then follow with useful content and you will win.  


How do keywords work in SEO?

Keywords make it easier for anyone looking to find your page. These are plain words or phrases throughout your content placed in a strategic order so that the search engine can read them and rank your page on SERP.

But how will you know which keywords are important for you?

  1. Use a keyword planner tool to get inspired like Google Keyword Planner.
  2. Think of your readers

You want to implement your target keywords in a natural and logical way.


Advice for affiliate marketers : Add your keywords to the headlines and then add the rest of your copy to connect the keywords. Keep it natural and avoid keyword stuffing.

More on keywords in the upcoming lessons 3.


On-Page SEO: Alt Text


What’s an Alt text:

MOZ describes Alt text (alternative text), as "alt tags,” and are used within an HTML code to describe the appearance and function of an image on a page.

Why should you use alt text in your images?

It is one of the first principles of web accessibility as many visually impaired visitors will have screen readers read them alt text to describe the image.

Alt text is displayed instead of an image unable to load for whatever reason.Crawlers can access and index images more easily



How do you write good alt text for images?

  • Describe the image as specifically as possible but avoid keyword stuffing. Write descriptive alt text that provides context to the image and if possible, includes your target keyword, and leave it at that
  • Keep it (relatively) short: cut off alt text at around 125 characters
  • Use your keywords
  • Don't use images as text.


On-Page SEO: Title Tags

The title of a webpage has its own HTML tag and is displayed on SERP. Title tags are a major factor in helping search engines understand what your page is about, and they are the first impression many people have of your page.  

How to write unique title tags:

    • Put the keywords you’re targeting in your title tag and meta description. Optimal format: Primary Keyword - Secondary Keyword | Brand Name
    • Watch your title length: Google typically displays the first 50–60 characters or 568 pixel width of a title tag. If your title is too long, search engines may cut it off by adding an ellipsis ("...").
    • Don't overdo SEO keywords: Avoid stuffing your title full of keywords in a way that creates a bad user experience, such as:

 Bad example: Buy Widgets, Best Widgets, Cheap Widgets, Widgets for Sale

Avoid titles that are just a list of keywords or repeat variations of the same keyword over and over. 

Avoid ALL CAPS titles. They may be hard for search visitors to read, and may severely limit the number of characters Google will display.

You can use Moz’s title tag tool to see how your title would appear on Google.


On-Page SEO: Meta Descriptions

Meta descriptions, as you see in the image above, are short descriptions placed under titles and displayed in SERP. These are usually one short paragraph and they summarize what the page is about. But there is one more aspect to it:

According to Survey Monkey:

"43.2% of visitors click on a search result, based on the meta description only"

Meta descriptions are your pages’ best advertisers.

In other words, meta descriptions are a kind of invitation for the reader to click on the title and enter the page. The more descriptive, attractive and relevant the description, the more likely someone will click through.




How to write a great meta description? 

  • Put the important keywords first
  • The description MUST match the page content, but you should also make it as appealing as possible
  • Make them enticing, informative, and relevant
  • Keep them under 160 characters


Where do I add the meta description? 

You can add a meta description in the <head> section of your site’s HTML. It should look something like this:

<head><meta name=”description” content=”Here is a precise description of my awesome webpage.”></head>

To preview your meta description, try using SEOmofo’s SERP Snippet Optimization Tool.


On-Page SEO: Domain Name

This is a huge factor! Domain names have a massive impact all over the web in terms of click-through rate, from search to social media results, to referring links, to type-in traffic, brandability, and offline advertising.

Tips to remember when choosing brand name:

  • Try to register a .com (it’s the most recognized)
  • Make sure it’s easy to pronounce
  • Make it as short as you possibly can
  • Use keyword if you can
  • Avoid hyphens
  • Don’t infringe on others trademark

A URL’s ending part is called a URL slug, and you can tell by the slug what the webpage is about - a kind of a title within a title.

A well-formed URL: http://www.example.org/seo-tutorials/on-page-seo

A bad example of an URL: http://www.imdb.com/title/tt0468569 




In other words, users, as well as search engines, should get an idea about the page through URL. Although not paramount, inserting the main keyword into the URL can help you boost its visibility.


Domain registration tool

We gathered a list of some of the most useful tools for domain registration, buying domain names and hosting providers:

Where can you buy a Domain name?

  • godaddy.com
  • namecheap.com/
  • Gandi.net

Choosing a Hosting Provider

  • Bluehost
  • Dreamhost
  • Hostgator ,..

Why choosing the right hosting is important:

Whether you’re thinking about SEO, PPC, or social media marketing as a way to generate traffic to the site, hosting plays a bigger role than you may realize. (www.mobidea.com)

  1. Your website won’t be available when it really matters 
  2. Fast loading websites matter
  3. Search engine rankings
  4. You get the support you need
  5. Loss of files (http://www.wadeharman.com)



On-Page SEO:  Robots.txt

There are nooks and crannies of every website that you don’t want the crawlers to have access to. This means you need to instruct search engines in a way to let them know how to behave on your website.

In practice, robots.txt files indicate whether certain user agents (web-crawling software) can or cannot crawl parts of a website. These crawl instructions are specified by “disallowing” or “allowing” the behavior of certain (or all) user agents.

One way to do so is by adjusting Robots.txt. This simple text file usually created by the Webmasters provide such instructions. Google actually came up with a nice little instruction manual, where you can find out more about the basic guidelines of using the robots.txt file and its impact on on-page SEO.


Where does robots.txt go on a site?

The main directory (typically your root domain or homepage). If a user agent visits www.example.com/robots.txt and does not find a robots file there, it will assume the site does not have one and proceed with crawling everything on the page (and maybe even on the entire site).



Schema.org Markup is a set of tags that search engines come upon in order to improve the results displayed in search. Take a look at the image below.



The image above displays the titles and descriptions in combination with the ratings and images within a single search result. This helps the user find more accurate information on anything they  are looking for, and all this is enabled by the schema.org markup.

Tip: Most affiliate marketing SEO campaigns base their content on product reviews. Learning more about the schema.org techniques will attract more visitors as you will be knowledgeable about including the “review” part where applicable.


To generate your own code, you can use Google's Structured Data Markup Helper



Action Plan for your On-Page SEO

  1. Test your SEO Score
  2. Focus on 1 factor per week -  so you see which ones made the biggest impact on your website. Make a habit out of it , it’s never too late to go back and revise your old pages. You will see a boost in ranking within a week!
  3. Hire someone to do it for you. Just remember - few people will know as much as you do about integrating your SEO with your affiliate offers. You probably are the best person do to the job - and you have your account managers to guide you.


https://moz.com https://searchengineland.com/ https://yoast.com/ https://www.google.com/



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