What is on-page SEO, and how do you optimise for it?

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Having success in organic search today requires optimising a combination of ranking factors that search engines consider essential. These include technical SEO, on-page and off-page. Over the years, we’ve seen a large increase in off-page techniques like link building, content marketing and other technical aspects. But the truth is that off-page SEO won’t do much good if your website does not pay attention to the fundamentals of on-page ranking factors.

A Smart SEO practitioner will know that on-page optimisation should constantly be top of the list. And because the search engine landscape is ever-changing, it’s essential to make sure your on-page SEO knowledge and content are up to date.

So in this post, we will look at what on-page SEO actually is, why it matters so much, and ten of what we feel are the most important on-page SEO considerations for website success in 2020.

What Is On-Page SEO?

On-page SEO (also known as on-site) refers to the practice of optimizing your web pages or blog posts to improve search engine rank in Google and boost organic traffic. It’s not just about publishing relevant, quality content. It’s also about making sure your website has a good level of expertise, authority, and trust. On-page SEO also includes optimising headlines, HTML tags (title, meta, and header), and images.

It considers over 200 aspects of the webpage that, when added together, will improve your website’s visibility in the search results and allow your target keywords to rank higher.

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Why Is It Important?

On-page SEO is crucial because it allows search engines to understand your website and its content and identify relevance to a searcher’s query. As search engines become more and more sophisticated, there is a greater focus on relevance and semantics in search engine results pages (known as SERPs).

Google is now better at understanding what users are searching for when they type a query and delivering search results that meet user intent. Its algorithm is ever-evolving, and this is where an experienced SEO comes in and constantly follows these changes.

Adapting to these algorithm updates is essential, and you can do it by making sure that your website and its content, both what is visible to users on your webpages and also elements that are only visible to search engines like HTML tags, structured data etc. are always well-optimised and up to date. If you put your effort and budget into on-page strategies, you’ll see a boost in traffic and a rise in your search presence, together with a focused off-page strategy.

So let’s have a look through what we think the most important elements of on-page SEO are. Focusing on these ten areas will help improve your content and authority, which will increase your rankings, traffic, and conversions. At the end of the day, this is what we want for our business!


E-A-T stands for Expertise, Authority, and Trust. It’s part of the framework that Google raters use to assess content, webpages, and websites as a whole. The industry is still on the fence about this as a major ranking factor or exactly how Google and other search engines apply this algorithm. Google has always put a premium on high-quality content. It wants to ensure that high-quality content sites are rewarded with better rankings and that websites containing low-quality content are less visible. Obviously, there is a clear relationship between what search engines consider high-quality content and what appears in the search results. E-A-T plays a role in Google’s organic search results; exactly how, nobody knows, but you can be sure E-A-T must be implemented in your SEO campaign.

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Producing SEO Content

SEO writing is creating content with both search engines and users in mind. There is an art to writing solid SEO content, and it is more than just keyword research and filling in the blanks for sure. Merely producing content for the sake of it won’t do. Remember that you’re writing content for people, and you actually want them to spend time reading it. Therefore, that content must be of good quality, substantial, and above all, relevant.

Constant Content Audits

Most SEO content creators are focused on creating new content and often forget to audit clients’ existing content. And this is a mistake.

Auditing and updating your existing content is essential because it helps you:

  • Check whether your existing content is achieving the goals it was created for.
  • Check if the information in your content is still accurate or has become stale (or even outdated).
  • Determine what types of content are working on your site.

Content audits can significantly help your SEO strategy, and they should be done regularly. As an SEO agency, we check all content every month.

Title Tags

The title tag is an HTML tag that exists in the head section of each web page and provides an initial context for the topical subject of the page. It is featured prominently in the SERPs as well as in the browser window. The title tag by itself does not impact organic rankings, but it should not be overlooked. Missing, duplicate and badly written title tags can definitely impact your SEO results, so make sure you’re optimising for this element.

Meta Descriptions

Since the beginning of SEO, meta descriptions have been viewed as an important optimisation area. Meta descriptions are meta tags that describe what the page is actually about; they are displayed in the SERPs below the page’s title. While Google maintains that meta descriptions don’t directly help with rankings, there is evidence that better descriptions do help, and they certainly boost CTR (click-through rate). Optimizing meta description correctly allows your pages to stand out in the SERP, so take advantage of this valuable real estate and use it wisely.

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Page Title Headlines

If you want your website content to perform well in search? Then you really need to start writing good, compelling headlines. A great headline can often be the difference between a click and an impression. That’s why it’s essential to create them with this in mind. Your headlines need to spark interest for it to stand out to potential users on SERPs and, in turn, make them click through and continue reading the rest of your content.

Page Header Tags

Header tags are HTML elements (H1-H6) used to show your website’s headings and subheadings within your content. Header tags aren’t as important for your site rankings as they used to be. However, these tags still serve an essential function for your users and your SEO. So you still need to pay attention to these as they can indirectly impact your rankings by:

  • Making your content more natural and much more enjoyable for visitors to read.
  • Provide keyword-rich context about your content so that search engines can better understand it.

Keyword Cannibalization Issues

Targeting a specific term across multiple web pages can cause “keyword cannibalization”, which has disastrous consequences for your on-page SEO. When you have several pages ranking for the same keyword, your website is actually competing with itself, as search engines will not fully understand which page to rank. It’s essential to identify whether keyword cannibalization exists on your website and resolve it as soon as possible to help the correct pages rank for the target phrases.

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Image Optimisation

Adding images is an excellent way to make your web pages more appealing. But not all images are created equal, and some can even slow down your website on mobile devices. Your website CMS often resizes when adding images, so the ratios are not too big if the image will only be displayed as a thumbnail on your website. Optimising images properly by having no empty alt tags and good titles will help you make the most precious SEO asset. Image optimisation has many advantages like additional ranking opportunities (show up on Google Image Search), better user experience and faster page load times. Your images should not be an afterthought. Make sure to incorporate images that enhance your content and user experience, and use descriptive titles followed by keywords in your alt tags.

Bounce Rate

Enhancing your website’s on-page SEO elements, in all honesty, is only part of the battle. The other focus is making sure that users will not bounce, but instead, they’ll continue viewing your content, interacting with it, and hopefully keep coming back for more. Retaining engaged users is one of SEO’s biggest challenges. To boost user engagement, focus on site speed, user experience, and content optimisation. Allow easy navigation and provide internal linking to allow your users to discover new content by linking to other relevant articles and pages.