On-page SEO encompasses various optimization techniques applied directly on a web page to improve its rankings in search engines. As Google’s algorithms continue to evolve, some have questioned whether on-page factors still impact search performance in 2023. However, evidence suggests that implementing proper on-page SEO remains a crucial ranking factor.

Why On-Page SEO Still Matters

While off-page factors like backlinks significantly influence rankings, on-page signals provide search engines with vital cues to evaluate a page’s relevance and authority on a given topic. Specifically, optimizing title tags, headings, content, media, and site architecture helps search bots to:

Understand Page Topic and Intent

• The title tag and H1 heading tell bots what a page is about. Using targeted keywords here establishes the page theme and subject matter.
• H2 and H3 headings organize content into logical sections, allowing finer meaning distinctions.
• Well-written content elaborates on keywords, defining page focus.

Assess Page Usefulness

• Media elements like images, videos, and tables illustrate complex topics effectively, enhancing user experience.
• Proper heading hierarchy, chunking content in paragraphs or bullet points, and employing bold/italics for emphasis aid scannability.
• Higher dwell times improve page quality indicators. Optimized content presentation promotes a longer time on the page.

Crawl and Index Pages Efficiently

• XML site maps help bots discover new and updated content quickly.
• Proper use of alt text, file names, and captions helps bots catalog media assets.
• Metadata descriptions summarize page content for search engine result pages.

So optimizing pages remains crucial both for ranking well and providing searchers with useful content.

Current On-Page Ranking Factors

While many core on-page factors still impact rankings, search algorithms have grown more advanced. Specific elements now carry different weightages based on relevancy to search intent.

Title Tags and Headings

Titles and headings still significantly influence page understanding. But keyword stuffing here dilutes relevance signals. Focus on using 1-2 terms appropriately when possible.

Media Optimization

With more interactive SERP features, media enhances visual search demand. Ensure images, videos, and other media are:

• Relevant to page content
• Named/tagged with alt text using keywords
• High-quality and easy-to-consume

Content Presentation

Readability elements like paragraph structure, lists, and emphasized text help demonstrate expertise on topics covered while encouraging site interaction.

Mobile Responsiveness

With the majority of searches on mobile, delivering excellent user experience via responsive design or a dedicated mobile site is table stakes.

What’s Changed?

Two key developments necessitate adjustments to traditional on-page practices.

Shift Towards Topic Expertise

Google now focuses more on assessing overall site authoritativeness on a topic rather than individual page optimizations. Creating useful, practical content showcasing expertise has become vital.

Integration of AI

Sophisticated algorithms parse semantic meaning better, understanding concepts rather than keywords. Optimize for topics more holistically using related terms visitors naturally use rather than single high-volume keywords.

On-Page Best Practices for 2023

Evolving algorithms maintain the efficacy of on-page SEO. Rather, adaptation is required to employ proven techniques effectively:

Optimize for User Experience

Pages focused on addressing searcher needs and demonstrating expertise outperform those overly optimized for bots.

Emphasize Topic Relevance

Establish topical relevance upfront by optimizing the title tag and H1 heading naturally. Support via contextually relevant content.

Enhance Readability

Facilitate skimming by formatting content appropriately. Chunking text in paragraphs with ample white space and using emphasized spans increases retention.

Include Relevant Media

Pictures, videos, charts, etc. allow for conveying complex topics easily while reducing text fatigue.

Leverage Structured Data

Implement schema markup to integrate data effectively into search features.

The impact of on-page signals persists, although influenced differently in modern search algorithms. Adapting optimization strategies centered around topic relevance and searcher satisfaction is key to utilizing them effectively moving forward.