Digital Marketing
Course ContentOn-page SEO
Habari Class! Welcome to On-Page SEO!
Imagine you've opened a beautiful new *duka* (shop) in the middle of Nairobi. You have the best products – maybe amazing handcrafted leather bags or the freshest *sukuma wiki* in town. But, if you don't arrange your shop properly, if the sign outside is unreadable, and if customers can't find what they're looking for, they will just walk away, right? Sawa?
Think of your website as your digital *duka*, and On-page SEO is how you arrange everything perfectly inside so that your customers (and Google!) can find exactly what they need. It's all the things you do ON your website pages to make them rank higher in search results.
Today, we are going to become expert shopkeepers for our websites!
The Golden Pillars of On-Page SEO
Let's break down the most important elements you need to master. Don't worry, we'll take it step-by-step. It's easier than navigating a Nairobi traffic jam during rush hour, I promise!
1. The Title Tag: Your Shop's Main Signboard
The title tag is the headline that appears in the Google search results and at the top of a browser tab. It's your first chance to grab someone's attention. It must be clear, concise, and include your main keyword.
Key Rules:
- Keep it under 60 characters.
- Put your most important keyword near the beginning.
- Make it unique for every page.
Here's how it looks in HTML:
<head>
<title>Buy Fresh Arabica Coffee Beans Online | Kenya's Best Coffee</title>
</head>2. The Meta Description: Your Window Display
This is the short paragraph of text that appears under your title in search results. It doesn't directly help you rank higher, but it's your sales pitch! A good meta description convinces people to click on YOUR link instead of someone else's.
Key Rules:
- Keep it around 155-160 characters.
- Write compelling, active language. Tell people what they will find.
- Include your keyword naturally.
<head>
<meta name="description" content="Order award-winning Kenyan Arabica coffee beans, grown on the slopes of Mt. Kenya. We deliver fresh to your doorstep anywhere in Nairobi. Taste the difference!">
</head>Here is what they look like together on a Google Search Results Page (SERP):
+--------------------------------------------------------------------+
| |
| Buy Fresh Arabica Coffee Beans Online | Kenya's Best Coffee | <-- Your Title Tag
| https://www.kenyancoffeeshop.co.ke |
| |
| Order award-winning Kenyan Arabica coffee beans, grown on the |
| slopes of Mt. Kenya. We deliver fresh to your doorstep anywhere | <-- Your Meta Description
| in Nairobi. Taste the difference! |
| |
+--------------------------------------------------------------------+
3. Header Tags (H1, H2, H3): The Aisle Signs in Your Duka
Headers structure your page content, making it easy for both readers and search engines to understand. Think of them like chapters and sub-headings in a book.
- <h1>: The main title of your page. You should only have ONE H1 per page. It's like the main title of your book.
- <h2>: Major sub-headings. Like chapter titles.
- <h3>: Sub-sections within your H2s.
Example: For a blog post about a Maasai Mara safari...
<h1>The Ultimate Guide to a Maasai Mara Safari</h1>...some introductory text...
<h2>Best Time to Visit the Maasai Mara</h2>...details about seasons...
<h2>What to Pack for Your Safari</h2>...list of items...
<h3>Clothing for Game Drives</h3> <h3>Essential Medical Supplies</h3>
Image Suggestion: An engaging infographic titled "On-Page SEO Checklist for Kenyan Businesses". It should feature icons for each element (title tag, headers, images, etc.) and use a vibrant colour scheme inspired by the Kenyan flag (black, red, green, and white). The background could subtly feature a pattern from a Kitenge fabric.
4. Keyword Usage: Speaking Your Customer's Language
You need to use your target keywords in your content. But be careful! Don't just stuff them everywhere. That's called "keyword stuffing" and Google will penalize you. The key is to write naturally, like you're explaining it to a friend.
A good rule of thumb is to calculate your Keyword Density. A healthy density is often between 0.5% and 2%.
Step 1: Count how many times you used your target keyword.
(e.g., "Mombasa beach holiday" appears 4 times)
Step 2: Count the total number of words on your page.
(e.g., The total article has 500 words)
Step 3: Use the formula.
(Keyword Count / Total Word Count) * 100 = Keyword Density
Calculation:
(4 / 500) * 100 = 0.8%
Result: 0.8% is a good, natural keyword density! Sawa Sawa!
5. Quality Content & E-E-A-T: Being the Trusted Expert
This is the most important part! Your content must be helpful, well-researched, and trustworthy. Google uses a concept called E-E-A-T:
- Experience: Have you actually done the thing you're writing about?
- Expertise: Do you have special knowledge or skill in this area?
- Authoritativeness: Are you a recognized source of information?
- Trustworthiness: Is your site secure? Are your facts correct?
Image Suggestion: A vibrant, professional photo of a smiling Kenyan tour guide in a safari vehicle, pointing towards the savanna. The guide looks knowledgeable and trustworthy, and the tourists are listening intently. This visually represents Experience, Expertise, and Trust.
If you're writing a review of a restaurant in Westlands, you need to show you've actually eaten there! If you're giving financial advice, you need to show you're qualified. Be the trusted *fundi* (expert) of your topic.
6. Image SEO: Helping Google See Your Pictures
Search engines can't see images like we do. They read the "alt text" (alternative text) to understand what an image is about. Good alt text helps your images appear in Google Image Search and also helps visually impaired users.
Always describe your image clearly and concisely.
<!-- BAD Alt Text -->
<img src="kiondo.jpg" alt="bag">
<!-- GOOD Alt Text -->
<img src="kiondo.jpg" alt="A colourful hand-woven sisal kiondo bag with leather straps">
7. Internal Linking: Creating a Path for Your Visitors
Internal links are links from one page on your website to another page on your own website. They help Google understand your site structure and keep visitors on your site longer. Think of them as signposts in a big market like Gikomba, guiding people from the shoe section to the clothes section.
Example: On your blog post about "The Best Time to Visit the Maasai Mara", you should include a link to your other page about "What to Pack for a Kenyan Safari". This is helpful for the reader and great for SEO!
There you have it! These are the foundational blocks of excellent On-Page SEO. By mastering them, you are no longer just a *duka* owner; you are a master architect, designing a website that both customers and search engines will love.
Your task now is to go back to your own project website and audit one page. Check its Title Tag, Headers, and Image Alt Text. Let's start building!
Pro Tip
Take your own short notes while going through the topics.
