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.
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
Here are the most important elements to optimise on each page:
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
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 structure your content and help both users and search engines understand it.
Include keywords naturally in your headings.
Use your primary keyword in:
Avoid keyword stuffing, focus on readability and relevance.
Link to other relevant pages or blog posts on your site. This helps:
👉 Related: What is off-page SEO?
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
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
Here’s a quick checklist to follow for every page or blog post:
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.