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Table of Contents

What is On-Page SEO?

On-page SEO (also called on-site SEO) involves optimising webpages and their content for search engines and users alike. Effective on-page SEO helps webpages rank higher in Google, ultimately driving more organic traffic.

Key activities in on-page SEO include aligning content with search intent, optimising title tags, structuring internal links, and refining URLs.

Before diving into on-page optimisation techniques, it’s useful to understand how on-page SEO differs from off-page SEO.

On-Page SEO vs. Off-Page SEO

On-page SEO includes everything you can do within your website to boost search rankings. This could involve optimising individual pages and making adjustments to content, meta tags, and URLs.

On the other hand, off-page SEO focuses on everything outside your website that can boost rankings. Backlinks are a major part of off-page SEO, along with social media mentions and other external signals.

While both types of SEO are important, you have more control over on-page factors. Therefore, starting with on-page optimisation is often a wise choice.

On-Page

  • Page Title
  • Meta Descriptions
  • Headings
  • Content
  • URLs
  • Links
  • Images
  • Schema Markup
  • ..

Off-Page

  • Link Building
  • Local SEO
  • Social Media
  • Brand Mentions
  • ..

Why is On-Page SEO Crucial for Your Website?

Search engines like Google use keywords and other on-page elements to determine whether a page is relevant to a user's search intent.

If Google finds that a page is helpful and relevant, it ranks it higher in the search results. Thus, on-page SEO plays a significant role in making your site appear prominently for relevant searches.

Google continues to update its algorithm to focus on enhancing the user experience, emphasising content that benefits people. This means creating informative content that aligns with user search intent is more important than ever.

9 Essential On-Page SEO Techniques You Should Implement

1. Create Original, Engaging Content

A foundational part of effective on-page SEO is crafting unique, high-quality content that directly matches your readers' search intent.

To begin, conduct keyword research to identify suitable topics and target keywords. Once you've done this, you can start creating content that stands out from your competitors. A few key tips for optimised content include:

  • Incorporate keywords naturally without stuffing
  • Fully address the search query
  • Offer unique insights or information not found on competitor sites
  • Include visuals where possible to enhance user experience

2. Strategically Place Keywords

Once you have your target keywords, strategically place them within your content. Google uses these to understand what your page is about.

To ensure Google and your readers can quickly gauge your page’s content, add keywords in the following places:

  • Title (H1)
  • First Paragraph
  • Subheaders (H2, H3, etc.)

This approach makes it easier for search engines to comprehend your content and for readers to understand its relevance.

3. Craft Keyword-Optimised Title Tags

Title tags are HTML elements that indicate the title of your page and are displayed in search engine results, browser tabs, and social media shares. They play a key role in helping users decide whether to click on your page.

Here are some best practices for writing title tags:

  • Keep them brief—ideally 50-60 characters
  • Include your target keyword to help both Google and users understand the content
  • Make each title unique, so each page has a distinct purpose

4. Write Compelling Meta Descriptions

A meta description is a short summary of your page that appears beneath the title in search results.

Meta descriptions don’t directly impact rankings, but they do help persuade users to click on your page instead of a competitor’s. To craft effective meta descriptions:

  • Keep it concise, as Google often truncates them on mobile devices
  • Include a target keyword for context
  • Use active language and include a call-to-action (CTA) to encourage users to click

5. Use Headings to Organise Content

Using headings (H1, H2, H3, etc.) not only makes your content easier to read but also helps Google understand its structure.

Include keywords in headings where appropriate, ensuring your content is skimmable for readers while giving search engines extra context about what each section covers.

6. Simplify Your URLs

Simplified URLs are more user-friendly and help Google understand what your page is about. Use clear words relevant to your content, and avoid unnecessary numbers or symbols.

An optimised URL should provide users with a good idea of what the page contains before clicking on it.

7. Use Internal Links Thoughtfully

Internal links point to other pages on your website and are vital for building a strong website structure. They assist search engines in discovering and indexing pages and help users navigate your site easily.

Make sure to link relevant pages together to signal their importance to Google.

8. Link to Reputable External Sources

External links are links that point to pages outside your website. These links enhance credibility and build user trust by connecting your readers to authoritative sources.

When adding external links, make sure they’re relevant and authoritative, as this improves the value of your content.

9. Enhance and Optimise Images

Images can enrich your content, making it more engaging and increasing your chances of appearing in Google Image search results.

For image optimisation, add descriptive alt text, write informative filenames, and compress images for faster load times. Alt text helps search engines understand the content of an image, which can also aid visually impaired users.

Advanced On-Page SEO Tips

Boost Page Speed for Better Rankings

Page speed is a confirmed ranking factor for Google, meaning it's critical for SEO success. Use tools like Google’s PageSpeed Insights to identify any issues that may slow down your page and to find opportunities for improvement.

Target Featured Snippets

Featured snippets, also known as “position zero,” appear at the top of search results and provide a quick answer to user queries. They can increase your page’s click-through rate (CTR).

Try to optimise your content in ways that can target featured snippets—whether it’s answering questions concisely, using bullet points, or providing tables.

Implement Schema Markup to Enhance Visibility

Schema markup is a type of code that helps search engines better understand your content, which can lead to rich snippets in search results. Rich snippets, like ratings or event information, stand out visually and can boost your CTR.

By adding schema markup, you can communicate specific details to search engines more effectively, helping you rank for highly relevant searches.

Get Professional Guidance for On-Page SEO

While these techniques can help you optimise your on-page SEO, implementing them effectively can be complex and time-consuming. If you want professional guidance to ensure your website achieves the best possible results, I offer personalised SEO services that take care of everything for you—so you can focus on running your business.

POPULAR QUESTIONS

FAQs About
On-Page SEO

Keyword stuffing refers to the excessive use of target keywords in a page's content in an attempt to manipulate search rankings. It results in awkward and often unreadable text, which can hurt user experience and even lead to penalties from search engines. Natural keyword placement, on the other hand, involves strategically and smoothly integrating keywords into your content where they fit contextually, without compromising the flow or quality of the information. It ensures that the content is both user-friendly and optimised for search engines.

Internal linking helps guide users through your website by directing them to related content. It also helps search engines understand the relationship between different pages on your site, contributing to better indexing and improved rankings. Well-planned internal links can enhance the user experience by keeping visitors engaged longer and providing additional valuable information.

Alt text, or alternative text, provides a description of an image for those who may be unable to see it, such as users relying on screen readers or search engines trying to understand what the image depicts. Optimised alt text helps Google determine how relevant your image is to a search query and can also help your images rank in Google Image searches, driving more traffic to your site.

Title tags are one of the first things users see on a search engine results page (SERP). They need to be enticing enough to make users want to click through to the page. A well-written title tag includes your target keyword and clearly communicates what the page is about. It needs to be relevant, concise, and unique to encourage clicks and improve your site's click-through rate.

The ideal length for a meta description is typically between 150 and 160 characters. This length ensures the description is not cut off in the search engine results, and that users receive a complete summary of the page's content. Including a clear call to action and the target keyword can make your meta description more compelling and boost click-through rates.

Simple, descriptive URLs help both users and search engines understand what a page is about at a glance. They should include relevant keywords that describe the content of the page. Cryptic or overly long URLs can confuse users and make it harder for Google to determine the relevance of your page.

Schema markup helps search engines understand your content better by providing structured data that defines specific details, such as events, products, or reviews. This additional context can help generate rich snippets on the search results page, making your content stand out and potentially increasing click-through rates.

Yes, headings (H1, H2, H3, etc.) play a significant role in on-page SEO. They help structure your content in a way that’s easy for both readers and search engines to follow. Properly using headings improves readability, which enhances user experience, and signals to Google the relevance of different sections of your content. It’s a good practice to include your target keywords in some of the headings, but make sure it fits naturally and maintains a logical flow.

Google uses content hierarchy to understand the main topic and supporting points of a webpage. The H1 tag is generally used for the main headline and should describe the page's primary subject. H2s, H3s, and further headings help break down the content into subtopics, making it easier for Google to understand the structure and the relationship between different sections. A clear content hierarchy makes your content more comprehensible, which can boost your SEO rankings.

Updating on-page SEO is not a one-time task; it requires ongoing maintenance to stay effective. Search engine algorithms change, user preferences evolve, and content can become outdated. Regularly revisiting your on-page SEO ensures that your content stays relevant, addresses current best practices, and continues to provide value to users. This can help sustain or improve your search engine rankings over time.
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