If you want your website to rank higher on Google, on-page SEO is where you start. It’s the foundation of search engine optimisation, and one of the most controllable aspects of your SEO strategy.
In this blog, we’ll break down what on-page SEO is, why it matters, and how to optimise your website step by step.
What Does On-Page SEO Mean?
On-page SEO (also known as on-site SEO) refers to the practice of optimising individual web pages to improve their visibility in search engines and attract more relevant traffic.
It involves both the content and the HTML source code of a page, everything you can control directly on your website.
👉 Related: How to write blog posts that rank on Google
Key On-Page SEO Elements
Here are the most important elements to optimise on each page:
Title Tags
The title tag is the clickable headline that appears in search results.
✅ Keep it under 60 characters
✅ Include your primary keyword
✅ Make it compelling to encourage clicks
Example:
“Affordable Web Design Services for SMBs | Liverpool
Meta Descriptions
This is the short summary that appears below your title in search results.
✅ Keep it under 155 characters
✅ Include your keyword
✅ Use a clear call-to-action
Example:
Looking for affordable web design? Discover our small business packages and get a free consultation today.”
Headings (H1–H3)
Headings structure your content and help both users and search engines understand it.
- Use H1 for the main title (only once per page)
- Use H2 for main sections
- Use H3 for sub-sections
Include keywords naturally in your headings.
Keyword Placement
Use your primary keyword in:
- The first 100 words
- At least one subheading
- The URL
- Image alt text
- Naturally, throughout the content
Avoid keyword stuffing, focus on readability and relevance.
Internal Linking
Link to other relevant pages or blog posts on your site. This helps:
- Improve navigation
- Spread link equity
- Keep users on your site longer
👉 Related: What is off-page SEO?
Image Optimisation
Images can boost engagement, but they also need to be optimised for SEO.
✅ Use descriptive file names (e.g. seo-checklist.png)
✅ Add alt text with relevant keywords
✅ Compress images to improve page speed
URL Structure
Clean, keyword-rich URLs are easier for users and search engines to understand.
✅ Keep URLs short and descriptive
✅ Use hyphens to separate words
✅ Avoid unnecessary parameters or numbers
Example:
www.example.com/on-page-seo-guide
Best Practices for On-Page SEO
Here’s a quick checklist to follow for every page or blog post:
- Use one clear primary keyword
- Write unique, valuable content
- Optimise title tag and meta description
- Structure content with H1–H3 tags
- Add internal and external links
- Optimise images and use alt text
- Ensure mobile-friendliness and fast loading
- Use schema markup where relevant (e.g. FAQs, reviews)
Final Thoughts
On-page SEO is one of the most effective ways to improve your website’s visibility and user experience. By optimising each page with the proper structure, keywords, and content, you’ll make it easier for search engines to understand, and for users to engage.