“ On page SEO ” refers to a set of web page optimization best practices that you can apply to the pages of your website in order to improve their ranking in search engine results. The majority of on page SEO advice that can be seen around the web revolves around using the exact match keyword that you want to rank for in a few “strategic” places of your page: Title, H1 , meta description, content etc. But this kind of advice is actually outdated, because in 2016 Google is sophisticated enough to understand synonyms (and overall relevance of the page) , meaning you no longer have to obsess about exact match keyword usage. When people who are fairly new to SEO are picking a keyword to rank for, they might look at the SERP and see that none of the top10 pages has a “perfect” on page SEO for this exact keyword: Isn’t this a great opportunity to rank with their own “perfectly optimized” page? I’m afraid it’s not. The fact that these pages don’t have your exact match
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