온페이지 SEO: 그것이 무엇인가 + 그것을 하는 방법 (체크리스트 포함)

In this guide, you’ll learn how to optimize your content to rank higher on Google.

We’ll share tried and tested, easy-to-follow advice on what actually matters in on-page SEO.

Need a checklist? You’ll find it here too.

목차
1. On-page SEO basics
2. How to do on-page SEO
3. Advanced on-page SEO tips

파트 1 On-page SEO basics

온페이지 SEO란?

On-page SEO (or on-site SEO) refers to anything you can do on the page itself to improve its rankings. It focuses on helping Google and searchers better understand and digest your content.

페이지 SEO가 왜 중요한가요?

Google looks at the content of a page to see if it’s a relevant search result.^[1] And if Google deems your content less relevant than your competitors, they’ll outrank you.

Part 2 How to do on-page SEO

If you’ve ever heard that on-page SEO is about repeating keywords on a page, that’s far from the truth. Doing too much of this will actually harm your rankings.^[2] So let’s run through some sensible optimizations that will make a positive difference.

We’ve also summed up all on-page SEO elements in a checklist (Google Sheets). Here’s how to use it:

• Click here to make an editable copy of the checklist in your Google Drive
• Duplicate the main sheet for each page that you’re optimizing

검색 의도에 맞춰 정렬

Search intent is the reason behind the search. Understanding it tells you what users are looking for and what you need to deliver in your content.

To illustrate the results of search intent optimization, here’s the estimated organic traffic to one of our pages before and after search intent alignment.

To identify search intent, look at the top-ranking results on Google and identify the three Cs of search intent:

• 콘텐츠 형식 – What is the dominating type of content? Is it a blog post, product page, video, or something else?
• 콘텐츠 형식 – Some common formats include how-to guides, list posts, reviews, comparisons, etc.
• 컨텐츠 각도 – The unique selling point of the top-ranking points, e.g., “best,” “cheapest,” “for beginners,” etc. Provides insight into what searchers value in a particular search.

For example, most top-ranking pages for “avocado seed” are blog posts serving as how-to guides for planting the seed. The use of “easy” and “simple” angles indicates that searchers are beginners looking for straightforward advice.

더 읽기

• What Is Search Intent? A Complete Guide for Beginners

Cover your topic in full

If your content covers relevant subtopics, it’s more likely to meet searchers’ expectations. What’s more, it can rank for more relevant keywords and get more traffic as a result.

A good place to look for clues is on top-ranking pages. You can manually look for commonalities between them, such as headings, FAQs, visual aid, how deep they go into the subject, etc.

For example, some of the top-ranking pages for “how to save money” mention canceling some subscriptions.

You can also use SEO tools like Ahrefs to show you the keywords that top-ranking pages rank for. Some of the keywords can make good subtopics or points to include in your content.

수행할 작업은 다음과 같습니다.

1. Put your main keyword into Ahrefs’ Keywords Explorer
2. 스크롤하여 SERP 개요 and select a few top-ranking pages
3.  에서 열기 선택 콘텐츠 갭

You’ll see a list of common keywords; they are your clues for what searchers are after.

Here’s an example for the query “content marketing.” Here, searchers may be looking for a definition and actionable advice for creating a strategy or plan.

And if you’re optimizing an already existing page, include it in the analysis to see subtopics you may be missing.

귀하의 콘텐츠를 독특하게 만드십시오

If you want to rank, you shouldn’t just rehash other pages. You need to bring something new to the SERPs (search engine results pages).

This increases your chances to attract links which, in turn, can help your page rank.

You’ll need to get creative, as “uniqueness” depends on what’s already there on the SERPs. Think along the lines of:

• 독창적인 연구 – New knowledge, insights, or discoveries. For example, an industry survey with a company’s customers.
• Unique view or take on a topic – Fresh perspectives, challenges to conventional thinking, strong opinions. For example, SEO tips from a longtime industry expert.
• A faster or easier way to solve a given problem or achieve something – For example, tips on becoming rich before 30.
• A helpful, free resource – For example, a template, cheat sheet, etc.

For example, the top-ranking page for “how to get rich” offers expert quotes on the topic, which is unique on the SERP at the moment.

To get some inspiration on what people like to link to for any given topic, you can use Ahrefs.

Enter your keyword in Keywords Explorer, scroll to the SERP 개요, and click on the backlink number of a page with a lot of referring domains.

Next, look at the backlink anchors in Site Explorer to find patterns. For example, this post got quite a few links because it mentioned the benefits of kettlebell swing.

Create a visual hierarchy by using H1–H6 tags

Header tags (H1, H2, etc.) help Google understand the content on your pages.^[3]

They also help readers understand your content and improve readability.

As for the H1 tag, it’s best practice to use one H1 per page and match it with the page title.

To find pages with missing or empty H1 tags, crawl your site with Ahrefs’ Site Audit and go to the 내용 report. You can do this for free with an Ahrefs Webmaster Tools (AWT) account.

As for H2 to H6 tags, simply use them for the subheadings of your content.

더 읽기

• 블로그 게시물 형식 지정 방법(검색 성공을 위해)

Write a compelling title tag

Title tags are often the main piece of information used to decide which result to click on.^[4] This is why you need to make them compelling. Here are a few tips:

• 짧게 유지 – Under 70 characters is best to avoid truncation.
• 일치 검색 의도 – Tell searchers you have what they want.
• 설명하기 – Don’t be vague or generic.
• 클릭베이트하지 마세요 – Make sure they align with your content.
• Include the keyword – Use a close variation if it makes more sense.
• Include the year – For topics that demand freshness.

추천 You can use ChatGPT to brainstorm some title ideas and take it from there.

Set a title tag on every indexable page. You can use Ahrefs’ Site Audit to find pages with title tag issues like being empty or too long. All you need is a free AWT account. Once you’ve signed up and crawled your site, go to the 내용 report to check for issues.

Write a compelling meta description

Meta descriptions aren’t a Google ranking factor^[5] but can bring more clicks and traffic. This is because Google often uses them for the descriptive snippet in the search results. Here are a few tips for writing them:

• 짧게 유지 – Under 160 characters is best to avoid truncation.
• Expand on the title tag – Include USPs that you couldn’t fit there.
• 일치 검색 의도 – Double down on what searchers want.
• 능동태를 ​​사용하라 – Address the searcher directly.
• 키워드 포함 – Google often bolds this in the results.

추천 Just like with the page title, you can use ChatGPT to come up with meta descriptions.

You can use Ahrefs’ Site Audit to check for pages with meta description issues like being empty or too long. Once again, you’ll need a free AWT account to do this. Once you’ve signed up and crawled your site, go to the 내용 report to check for issues.

Set user-friendly URLs

Google says to use words that are relevant to your content inside page URLs.^[8]

Often the easiest way to do that is to set your target keyword in the slug part of the URL.

However, if the URL structure already contains some words from your target keyword, you can make the slug shorter.

For example, our target keyword is “seo for realtors.” Since the page was nested under the “seo/for” directory, we could just use “realtors” as the slug.

이미지 최적화

Images from your pages can rank in Google image search and send more traffic your way.

Image optimization is bascially about these three tasks. 

설명적인 파일 이름을 사용하세요

Google says that filenames give it clues about the image’s subject matter.^[9] Here are a few naming tips:

• 설명하기
• 간결하게 작성하세요
• 키워드를 채우지 마십시오.
• Use dashes between words

Use descriptive alt text

Google also uses alt text (alternative text) to understand the subject matter of an image.^[10] This is an HTML attribute used on <img> tags to describe the image. It’s not visible on the page itself and looks something like this:

<img src="http://yourdomain.com/puppy.jpg" alt="puppy">

The main purpose of alt text is to improve accessibility for visitors who use screen readers. These convert page content, including images, to audio.

Here’s our best advice for creating alt text:

• 설명하기
• 간결하게
• 키워드를 채우지 마십시오.
• Don’t say it’s an image

당신은을 사용할 수 있습니다 이미지 report in Ahrefs’ Site Audit to check your site for images with missing alt text.

이미지 압축

Compressing images makes file sizes smaller, leading to faster load times. Plenty of tools exist for doing this. ShortPixel is a good option.

내부 링크 추가

Internal links are links from other pages on your website. They help Google understand what a page is about and boost its authority. This can lead to higher rankings.

Here’s how to find internal link opportunities for free in AWT:

1. Go to Site Audit
2. 열기 내부 링크 기회 수단
3. Paste the slug of the page you want to optimize in the search box
4. 드롭다운에서 "대상 페이지"를 선택합니다.

For example, here’s an internal link opportunity for this guide:

• 소스 페이지 is where to add the internal link from.
• Keyword context is where to add the link on the page (with the keyword bolded).
• Target page is the page we’re optimizing.

Given that it only takes a second to add internal links, this is an easy and quick on-page optimization.

더 읽기

• SEO를 위한 내부 링크: 실행 가능한 가이드

Use external links

Google says linking to other websites is a great way to provide value to your users.^[11] So don’t be afraid to do it where it makes sense. Just be careful not to link to low-quality, spammy websites.

Here’s what to keep in mind when linking to external websites:

• Cite and link to their sources
• Link to resources that readers might find useful
• Tag any sponsored or paid links with nofollow or sponsored

Demonstrate experience or expertise in the topic

Google values content from experts or people with first-hand/life experience. Which is more important for Google depends on the topic.

For example, the most trustworthy source of information on the health benefits of matcha tea is someone with formal education in nutrition and/or medicine.

Whereas, a review of car phone mounts probably doesn’t need an expert. It’s sufficient if the reviewers have enough first-hand experience with the products and demonstrate that.

Here are a few ways how Google advises to demonstrate expertise.^[12] 당신은해야한다 :

• Show that you know the topic well. Demonstrate how to solve a problem or achieve something according to your expertise.
• Provide clear sources of information (and link to them).
• Include expert quotes to make content more trustworthy.
• Provide background information about the author, such as a link to an “author” page. Don’t shy away from flashing your credentials.
• Ensure the content is free from easily verified factual errors.

And when it comes to topics that may need first-hand or life experience, here’s what Google says.^[13] 당신은해야한다 :

• Explain how you created the content. For example, provide insight into the process of reviewing products.
• Provide evidence of involved work in creating the content (such as pictures or videos).
• Provide background information about the author(s)—just like with expertise.

Part 3 Advanced on-page SEO tips

Now that we’ve covered the basics, let’s take your on-page SEO a step further.

추천 스니펫에 최적화

A featured snippet answers the searcher’s question with a short answer.^[14] You can come across different types of them: paragraphs, lists, videos, etc.

Google pulls them from web search listings, and they almost all come from one of the pages ranking in the top 10.^[15] This means you can shortcut your way to the top position by winning the snippet.

The best featured snippet opportunities tend to be for keywords where you already rank in the top five, and Google already shows a featured snippet.

You can find these opportunities using Ahrefs’ Site Explorer:

1. 도메인 입력
2. 로 이동 유기적 키워드 신고
3.  필터: keywords in positions #1–5, featured snippets “where target doesn’t rank”
4. 귀하의 페이지에서 답변이 누락된 키워드를 찾은 다음 추가하십시오.

It’s then a case of adding the answer to your page. And how you structure that answer matters, so here are a few tips. You should:

• Offer succinct explanations in simple language.
• Always align with search intent; understand what kind of answer the searcher is after.
• Ideally align with the formatting used in the current featured snippet. For example, if you see a list in the snippet, you probably have a better chance with a list too.

더 읽기

• Google’s Featured Snippets: All You Need to Know to Get Them

Get rich snippets with schema markup

Rich snippets are search results that highlight structured data embedded on webpages. Their purpose is to give searchers summary information about a result at a glance.^[16]

Structured data is not a ranking factor,^[17] but it does help Google to better understand what’s on your pages.

Rich snippets also make your website more eye-catching in the search results, which may lead to more clicks.

To be eligible for displaying rich snippets (Google doesn’t always display them), you need to apply a simple code called schema markup. The process comes down to checking Google’s documentation for eligible properties and generating the code using a tool like Schema.dev.

더 읽기

• 스키마 마크업이란 무엇인가? SEO에 사용하는 방법

Optimize page experience

To rank your pages, Google will also take into account a set of “page experience signals.” These include (but are not limited to):

• Core Web Vitals (CWV) (in other words, whether the page is fast enough and stable).
• Security (whether the page connects via HTTPS).
• Mobile-friendliness (Google uses the mobile version of your pages for indexing and ranking).
• Avoiding intrusive interstitials and dialogs.

Page experience signals are typically improved for the entire website rather than on a page-by-page basis. But you also need to ensure any new page designs are optimized as well.

Security issues and interstitials will be the easiest to fix: get an SSL/TSL certificate and turn off pop-ups that may irritate users. CWV and mobile-friendliness will likely be more time consuming.

You can follow the links below to guide you through the process.

더 읽기

• First Input Delay (FID) – Defined, Measured, & How to Fix
• Largest Contentful Paint (LCP) – Defined, Measured, & How to Fix
• Cumulative Layout Shift (CLS) – Defined, Measured, & How to Fix
• Mobile SEO: 10 Optimization Tips to Build a Mobile-Friendly Site

Monitor and update content

On-page SEO is something you can do repeatedly. If you’re not satisfied with your Google rankings, you can always improve and republish your content.

Start by monitoring your keywords’ positions. Plug your target keywords in a rank tracking tool like Ahrefs’ Rank Tracker and observe rankings in the next three months.

If a page is not ranking at all or you don’t see any upward trend (like in the example below), there’s a good chance improving the content will help. The same goes for pages that fell from the top positions.

At Ahrefs, we’ve repeatedly observed good results with updating and even completely rewriting content. Below, you can see an example—organic traffic multiplied after a simple update.

더 읽기

• Republishing Content: How to Update Old Blog Posts for SEO
• 콘텐츠 새로 고침: 단계별 전략(50개 이상의 게시물 업데이트 기준)

주요 테이크 아웃

• On-page SEO is anything you can do on the page itself to improve its rankings and visibility.
• It isn’t about repeating keywords. That can hurt your rankings.
• It is about helping Google and searchers better understand and digest your content.
• If your page isn’t ranking where it should, you can always improve it. Republishing content often brings good results.

자주 하는 질문

Frequently asked questions about on-page SEO.

온페이지 SEO와 오프페이지 SEO의 차이점은 무엇입니까?

They aim at two different sets of factors. On-page SEO focuses on impacting SEO factors occurring on a page, while off-page focuses on factors outside of a page. In other words, on-page SEO is about the things you can fully control, while you can’t fully control off-page SEO.

What’s the difference between on-page SEO and technical SEO?

Technical SEO deals with the backend of the website to help Google and other search engines find, crawl, understand, and index your page. While on-page SEO deals with the content of the website to ensure its relevance and demonstrate quality.

Does every page need SEO?

No, only the ones you want to be visible to searchers. That said, focus your SEO efforts on the ones that have the biggest value to your business.

Are long pages bad for SEO?

Google doesn’t have a preference for page length. Always provide an appropriate amount of content to match the search intent and meet the needs of searchers.

키워드 스터핑이란 무엇입니까?

It’s the excessive use of a target keyword in page content with the intention of ranking for that keyword. It’s considered a spam technique by Google and can lead to a manual penalty action.

참고자료

1. “Ranking Results – How Google Search Works”. 구글. Retrieved July 14th 2023
2. “Irrelevant Keywords and Keyword Stuffing”. 구글. Retrieved August 17th 2022
3. John Mueller. “English Google Webmaster Central office-hours” Google Search Central YouTube Channel. December 27th 2019
4. “Control your title links in search results”. 구글. Retrieved August 17th 2022
5. “Google does not use the keywords meta tag in web ranking”. 구글. Retrieved August 17th 2022
6. “How Often Does Google Rewrite Meta Descriptions? (New Data Study)” Ahrefs. Retrieved June 19th 2023
7. “Control your snippets in search results”. 구글. Retrieved 17th August 2022
8. “SEO Starter Guide”. 구글. Retrieved July 12th 2023
9. “Google Images SEO Best Practices”. 구글. Retrieved August 17th 2022
10. “Google Images SEO Best Practices”. 구글. Retrieved August 17th 2022
11. John Mueller. “Linking Out: Good for SEO?”. Google Search Central YouTube Channel. July 26th 2019.
12. “Creating Helpful, Reliable, People-First Content”. 구글. Retrieved July 21st 2023
13. “Creating Helpful, Reliable, People-First Content”. 구글. Retrieved July 21st 2023
14. “How Google’s featured snippets work”. 구글. Retrieved July 14th 2023
15. “Ahrefs’ Study Of 2 Million Featured Snippets: 10 Important Takeaways”. Ahrefs. May 30th 2017. Retrieved 14th July 2023 study
16. Kavi Goel, Ramanathan V. Guha, Othar Hansson. “Introducing Rich Snippets”. Google 검색 센터 블로그. May 12th 2009. Retrieved August 17th 2022
17. John Mueller. “There’s no generic ranking boost for SD usage”. 트위터. April 2nd 2018

출처 Ahrefs

면책 조항: 위에 제시된 정보는 Chovm.com과 독립적으로 ahrefs.com에서 제공합니다. Chovm.com은 판매자와 제품의 품질과 신뢰성에 대해 어떠한 진술이나 보증도 하지 않습니다.