What Is On-Page SEO

On-Page SEO: The Complete Guide

What is On-Page SEO?

On-Page SEO is an essential aspect of search engine optimization that focuses on optimizing individual web pages to improve their visibility and relevance to both users and search engines. It involves making strategic changes to the webpage’s content and structure to ensure it aligns with the intent of search queries. On-Page SEO aims to create a seamless user experience by providing valuable and engaging content, optimizing page load speed, and enhancing the overall accessibility and usability of the webpage. By implementing on-page SEO techniques, businesses can increase their chances of ranking higher in search engine results and attracting organic traffic, leading to improved online visibility and potential conversions.

Why is On-Page SEO Important?

On-Page SEO plays a crucial role in optimizing web pages for search engines and enhancing the overall user experience. It is important because it helps search engines understand the relevance and value of your content, which ultimately affects your website’s visibility in search results. By focusing on on-page SEO, you can ensure that your website is easily accessible, loads quickly, and provides high-quality, relevant content to users. This, in turn, improves your chances of ranking higher in search engine results and attracting organic traffic. On-page SEO is not only beneficial for search engines but also for your website visitors, as it helps create a user-friendly and engaging browsing experience.

On-Page SEO Factors

Use Targeted Keyword In The First 100 Words

One important factor of on-page SEO is using your targeted keyword in the first 100 words of your content. Including your keyword early on signals to search engines the relevance of your page to specific search queries. By strategically placing your keyword in the introductory section of your content, you can help search engines understand the main focus of your page. However, it’s essential to use the keyword naturally and in a way that makes sense within the context of your content. Avoid keyword stuffing, as it can negatively impact user experience and search engine rankings. Aim for seamless integration of your targeted keyword to optimize your on-page SEO effectively.

Place Target Keywords in Subheadings

When it comes to on-page SEO, one crucial factor is placing target keywords in subheadings. Subheadings, also known as H2, H3, or H4 tags, provide structure and organization to your content. Including target keywords in these subheadings not only helps search engines understand the topic of each section but also improves the overall keyword optimization of your page. By strategically incorporating keywords into subheadings, you can make it easier for both search engines and readers to comprehend the key points and relevancy of your content. This practice can significantly enhance your on-page SEO efforts.

Keyword Frequency

Keyword frequency is an essential factor to consider in on-page SEO. It refers to the number of times a target keyword appears within a piece of content. While it’s important to include your keyword in your content, it’s equally crucial to maintain a balanced and natural keyword frequency. Keyword stuffing, or excessively repeating the same keyword, can result in a negative user experience and may even lead to penalties from search engines. On the other hand, too few keyword occurrences may result in lower keyword relevance. Aim to use your target keyword in a way that enhances the overall flow and readability of your content while maintaining an appropriate keyword frequency for optimal on-page SEO performance.

Optimize Title Tags

Title Tag

One crucial factor in on-page SEO is optimizing title tags. Title tags are HTML elements that define the title of a webpage and appear as clickable headlines in search engine results. They play a significant role in conveying the relevance and topic of your page to both search engines and users. To optimize title tags, it’s essential to include your target keyword at the beginning and create a concise, compelling title that accurately represents your content. A well-optimized title tag not only helps search engines understand the content of your page but also entices users to click through to your website. Additionally, keeping your title tags within the recommended character limit (typically around 50-60 characters) ensures that they are displayed correctly in search results. By optimizing your title tags, you can improve your on-page SEO and increase the visibility and click-through rates of your webpages.

Write Engaging Meta Descriptions

Meta Description

Writing engaging meta descriptions should not be overlooked. A meta description is a brief summary of your webpage that appears below the title tag in search engine results. While meta descriptions don’t directly impact search engine rankings, they play a significant role in attracting users to click on your link. To write compelling meta descriptions, you should aim to provide a concise and captivating overview of your content while incorporating relevant keywords. By crafting engaging meta descriptions, you can entice users to visit your website by clearly communicating the value and relevance of your page. It’s important to keep them within the recommended character limit (around 150-160 characters) to ensure they are fully displayed in search results. Well-written meta descriptions not only improve the click-through rate but also contribute to a positive user experience. Remember to create unique and compelling meta descriptions for each page of your website to maximize their effectiveness in driving organic traffic.

Optimize URLs

When it comes to on-page SEO, optimizing your URLs is an important factor that can greatly impact your website’s visibility and search engine rankings. A well-optimized URL structure not only helps search engines understand the context and relevance of your page but also improves the user experience.

To optimize your URLs, there are a few key practices to keep in mind. Firstly, it’s crucial to include your target keyword or a relevant phrase in the URL. This helps search engines and users quickly understand what the page is about. Additionally, it’s recommended to keep your URLs concise, descriptive, and user-friendly. Avoid using long strings of numbers or irrelevant characters that can confuse both search engines and users.

Another aspect to consider is the use of hyphens to separate words within the URL. Hyphens are preferred over underscores or spaces as they are more search engine-friendly and allow for better readability.

By optimizing your URLs, you not only improve the chances of your pages ranking higher in search results but also enhance the user experience by providing clear and meaningful URLs that are easy to navigate and understand.

Include and Optimize Images

Incorporating images into your website is not only visually appealing but can also significantly contribute to your on-page SEO efforts. Optimizing images helps search engines understand the content of your pages and improves the overall user experience. Here’s how you can include and optimize images for better on-page SEO:

Relevant and High-Quality Images: Select images that are relevant to your content and add value to the user experience. Use high-quality images that are clear, visually appealing, and properly sized for web use.

Image File Names: Before uploading an image, rename the file using descriptive keywords related to the image and the content it represents. This helps search engines understand the image’s context and improves its chances of appearing in relevant search results.

Alt Text: Provide descriptive alt text for each image. Alt text serves as alternative text when an image cannot be displayed, and it also helps search engines understand what the image depicts. Include relevant keywords naturally within the alt text, but make sure it accurately describes the image.

Image Compression: Compress your images to reduce file size without compromising quality. Large image files can slow down your website’s loading speed, negatively impacting user experience and search engine rankings. Use image compression tools or plugins to optimize your images without sacrificing quality.

Captions and Image Placement: When appropriate, consider adding captions to your images. Captions provide additional context and can include relevant keywords. Also, position your images strategically within the content to enhance readability and engagement.

Add Internal Links

Adding internal links to your website is a crucial on-page SEO factor that improves site structure and user experience. To do it effectively, select relevant anchor text that describes the destination page, and place the links within the body of your content where they make sense. Ensure a balanced distribution of links and avoid excessive linking. Link to authoritative and related pages within your website, and regularly audit and update your links. By strategically incorporating internal links, you enhance website navigation, provide additional information to users, and help search engines understand your site’s hierarchy and content, ultimately boosting your on-page SEO efforts.

Add External Links

Adding external links in on-page SEO refers to including hyperlinks on your website’s pages that direct users to other websites or online resources. These external links serve multiple purposes, such as providing additional information, citing sources, or referencing relevant content. When adding external links, it’s important to consider the quality and relevance of the linked websites. A general thumb rule is to link to reputable and authoritative sources that align with the topic or theme of your content. These external links should enhance the user experience by offering valuable information or supporting evidence. By incorporating well-curated external links, you can enrich your content, establish credibility, and demonstrate to search engines that your content is well-researched and connected to reliable sources.

Add Schema Markup

Adding schema markup is an essential on-page SEO factor that helps search engines understand the content and context of your web pages. Schema markup, also known as structured data, is a standardized format that uses specific tags to provide additional information about your content, such as product details, reviews, events, recipes, and more. By implementing schema markup, you can enhance the visibility and appearance of your web pages in search engine results.

For example, if you have an e-commerce website selling products, you can use schema markup to provide detailed information about each product, including its name, price, availability, ratings, and reviews. This structured data helps search engines display rich snippets, such as star ratings and product images, directly in the search results, making your listings more attractive and informative.

To add schema markup to your web pages, you can use Schema.org, a collaborative project between major search engines that provides a wide range of schema types and properties. You can manually add the schema markup to your HTML code or use plugins or tools that generate the schema markup for you.

By leveraging schema markup, you not only improve the visibility and click-through rates of your search listings but also provide search engines with clear and structured information about your content. This can help search engines better understand and categorize your web pages, leading to improved relevancy and potentially higher rankings in search results.

Remember to test your schema markup using Google’s Structured Data Testing Tool or other similar tools to ensure it is implemented correctly and validates without errors.

By incorporating schema markup into your on-page SEO strategy, you can enhance the presentation and visibility of your content in search engine results, ultimately improving your website’s organic search performance.

Optimize for Page Speed

Optimizing for page speed is a crucial on-page SEO factor that can significantly impact your website’s user experience and search engine rankings. Page speed refers to how quickly your web pages load and display their content to visitors. A fast-loading website not only enhances user satisfaction but also helps search engines crawl and index your pages more efficiently.

When optimizing for page speed, there are three key metrics to consider: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). LCP measures the time it takes for the largest element on a web page to become visible to the user. FID measures the time it takes for a web page to respond to the first user interaction, such as clicking a button or entering text. CLS measures the visual stability of a web page, ensuring that elements don’t unexpectedly shift or move while the page is loading.

To improve page speed and optimize these metrics, you can take several steps. Minimize server response time by using a reliable hosting provider and optimizing your server configuration. Compress and optimize images to reduce their file size without compromising quality. Minify CSS and JavaScript files to remove unnecessary characters and reduce their size. Enable browser caching to store static resources and reduce the need for repeated downloads. Use a content delivery network (CDN) to distribute your website’s content across multiple servers geographically.

Remember to regularly monitor and test your website’s page speed using tools like Google PageSpeed Insights or GTmetrix. Continuously optimizing and fine-tuning your website’s performance can have a significant impact on both user satisfaction and search engine visibility.

Here is what the report looks like:

Page Speed Report

Also, there is an Opportunities report that gives suggestions for improvement:

Page Speed Opportunities


Managing on-page SEO factors can be time-consuming and require continuous monitoring and adjustment. By partnering with the GoHigher agency, you can save valuable time and resources that can be better utilized for other core aspects of your business. We can develop a tailored on-page SEO strategy based on your business goals and target audience, ensuring that your website is fully optimized for search engines. Our expertise and dedicated approach will provide you with peace of mind, knowing that your website is in capable hands.