How to do on-page SEO?

In the ever-evolving world of search engine optimisation, on-page SEO remains a cornerstone of any successful digital strategy. While off-page factors like backlinks and technical SEO certainly play their part, optimising the content and HTML source code of a page is entirely within your control and offers immediate benefits.

So, what exactly is on-page SEO, and more importantly, how do you do it effectively? Let’s delve into the key elements you need to focus on.

What is On-Page SEO?

On-page SEO refers to all the optimisation efforts you make directly on your website’s pages to improve their search engine rankings and user experience. This includes optimising your content, headlines, images, internal links, and a host of other elements that help search engines understand what your page is about and how relevant it is to a user’s query.

Think of it this way: when a search engine “crawls” your page, it’s trying to decipher its topic, quality, and overall value. On-page SEO is about giving it all the right signals.

The Essential Elements of On-Page SEO

Now, let’s break down the practical steps you need to take to truly excel at on-page optimisation.

1. Keyword Research: The Foundation of Everything

Before you write a single word, you need to understand what your target audience is searching for.

• Identify Your Primary Keyword: This is the main term you want your page to rank for. It should accurately reflect the core topic of your content.
• Discover Secondary and Long-Tail Keywords: These are related terms and longer, more specific phrases that people use. Integrating these naturally throughout your content helps you capture a wider range of searches.
• Tools to Use: Utilise tools like Google Keyword Planner, Ahrefs, SEMrush, or even Google’s “People also ask” and “Related searches” sections to unearth valuable keywords.

2. Crafting Compelling Content: Quality is King

Content is, and always will be, paramount. Your content needs to be high-quality, comprehensive, and genuinely useful to your audience.

• In-Depth and Comprehensive: Aim for content that thoroughly covers the topic. Search engines favour pages that offer a complete answer to a user’s query.
• Unique and Original: Don’t just regurgitate information. Offer fresh perspectives, unique insights, or a different approach to a common problem.
• Engaging and Readable: Use clear, concise language. Break up long paragraphs with headings, subheadings, bullet points, and images to improve readability.
• Answer User Intent: Understand why someone is searching for your chosen keyword and provide the information they are looking for. Are they looking for information, a product, a service, or a solution?

3. Optimising Your Page Titles (Title Tags)

Your page title is arguably the most critical on-page SEO element. It’s what appears in the browser tab and, more importantly, in the search engine results pages (SERPs).

• Include Your Primary Keyword: Ideally, place it as close to the beginning of the title as possible.
• Keep it Concise: Aim for around 50-60 characters to ensure it doesn’t get truncated in the SERPs.
• Make it Click-Worthy: Entice users to click by making it descriptive and compelling.
• Be Unique: Every page on your site should have a unique title tag.

Example: Instead of “SEO Tips,” try “On-Page SEO Guide: Master Your Website for Higher Rankings.”

4. Meta Descriptions: Your SERP Sales Pitch

While meta descriptions don’t directly influence rankings, they significantly impact your click-through rate (CTR) from the SERPs.

• Summarise Your Content: Give users a clear idea of what they’ll find on the page.
• Include Your Primary Keyword (Naturally): This helps it stand out when a user’s search query matches.
• Add a Call to Action (CTA): Encourage users to click (e.g., “Learn More,” “Discover Now,” “Get Your Guide”).
• Keep it Within Limits: Aim for around 150-160 characters to avoid truncation.

Example: “Learn the essential techniques for on-page SEO. This comprehensive guide covers keyword research, content optimisation, title tags, and more to boost your search rankings.”

5. Header Tags (H1, H2, H3, etc.): Structuring for Clarity

Header tags (H1, H2, H3, H4, H5, H6) are crucial for both SEO and user experience. They break up your content, make it scannable, and signal to search engines the hierarchy of your information.

• One H1 Tag Per Page: This should be your main heading and typically incorporates your primary keyword. Think of it as the title of your book.
• Use H2 and H3 Tags for Subheadings: Break down your content into logical sections. Include secondary and long-tail keywords in these where appropriate and natural.
• Improve Readability: Headers make your content much easier for users to digest, improving their on-page experience.

6. URL Structure: Clean and Descriptive

A clean, logical, and keyword-rich URL can positively influence both SEO and user experience.

• Keep it Short and Simple: Avoid long, convoluted URLs.
• Include Your Primary Keyword: Make it descriptive of the page’s content.
• Use Hyphens to Separate Words: Avoid underscores or other characters.
• Avoid Dates or Numerical IDs: Unless they are absolutely necessary and evergreen.

Example: yourwebsite.com/on-page-seo-guide is much better than yourwebsite.com/p=123&cat=456.

7. Image Optimisation: Visuals That Rank

Images enhance user experience, but they also need to be optimised for search engines.

• Descriptive File Names: Use keywords in your image file names (e.g., on-page-seo-checklist.jpg instead of IMG001.jpg).
• Alt Text (Alternative Text): This describes the image for visually impaired users and search engines. Include your target keywords naturally where relevant.
• Compress Images: Large image files can slow down your page load speed, which is a ranking factor. Use tools to compress images without sacrificing quality.
• Responsive Images: Ensure your images display correctly on all devices.

8. Internal Linking: Spreading the Link Juice

Internal links connect one page on your website to another. They are vital for navigation, user engagement, and SEO.

• Pass Link Equity: Internal links help distribute “link juice” (authority) around your site.
• Improve User Navigation: Guide users to related content, encouraging them to spend more time on your site.
• Signal Content Relationships: Help search engines understand the structure and hierarchy of your website.
• Use Descriptive Anchor Text: The clickable text of your internal link should be relevant to the page it’s linking to.

9. External Linking: Connecting to Authority

Linking out to relevant, high-authority external websites can boost your own page’s credibility.

• Provide Value: Link to sources that offer additional valuable information or support your claims.
• Link to Authority Sites: Choose reputable, well-established websites.
• Use target="_blank": This opens the external link in a new tab, keeping users on your site.

10. Page Speed: A Crucial Ranking Factor

Users and search engines alike prefer fast-loading websites. A slow page speed can negatively impact your rankings and user experience.

• Optimise Images: As mentioned above, compress and resize images.
• Minify CSS, JavaScript, and HTML: Remove unnecessary characters from your code.
• Leverage Browser Caching: Store frequently accessed resources on a user’s browser.
• Use a Content Delivery Network (CDN): Distribute your content across multiple servers globally.
• Choose a Reputable Hosting Provider: Good hosting can make a significant difference.

11. Mobile-Friendliness: Design for All Devices

With the majority of internet users accessing content via mobile devices, having a responsive and mobile-friendly website is non-negotiable. Google uses mobile-first indexing, meaning it primarily uses the mobile version of your content for indexing and ranking.

• Responsive Design: Ensure your website adapts seamlessly to different screen sizes.
• Easy Navigation on Mobile: Menus and buttons should be easily clickable.
• Avoid Pop-ups That Obstruct Content: Especially on smaller screens.

12. User Experience (UX) Signals: Beyond Keywords

While not directly “on-page code,” user experience metrics are increasingly important for SEO. Search engines want to deliver results that users love.

• Dwell Time: How long users spend on your page. Longer dwell times can signal higher quality.
• Bounce Rate: The percentage of visitors who leave your site after viewing only one page. A high bounce rate can indicate a poor user experience.
• Pogo-sticking: When a user clicks on a search result, quickly bounces back to the SERPs, and then clicks on another result. This is a strong negative signal.

Focus on creating a fantastic user experience, and your SEO will naturally benefit.

Putting It All Together: A Holistic Approach

On-page SEO isn’t about ticking off individual boxes; it’s about integrating all these elements into a cohesive strategy. When you consistently apply these principles, you’re building a website that is not only highly visible to search engines but also incredibly valuable to your audience.

Regularly review your existing content, conduct fresh keyword research, and stay abreast of the latest SEO best practices. The digital landscape is always shifting, and continuous optimisation is key to maintaining and improving your search rankings.