Optimise for success: the basics of on-page SEO

Optimise for Success: The Basics of On-Page SEO

On-page search engine optimisation (SEO) is the practice of optimising individual web pages to make them more visible and attractive to search engines.


I’ll run through the basics of on-page SEO, including key elements such as keyword research and content optimisation. With a few simple steps, you can ensure that your website has the best chance of ranking highly in search engine results.

Identify Target Keywords

Identifying target keywords is an essential step in on-page SEO. It involves finding the right words and phrases that your potential customers are searching for on search engines like Google.

The first step in identifying target keywords is researching your audience.

Who are they? What problems do they have? What solutions are they searching for?

Once you have a thorough understanding of your audience, use keyword research tools like Google Keyword Planner or Keywords Everywhere to discover high-volume, low-competition keywords that are relevant to your business.

These tools will give you really useful data such as how competitive each keyword is and how many people are searching for it per month.

Once you have identified target keywords, you can optimise the web page’s title tags, meta descriptions, headings, and content, which can improve its visibility in search results and drive organic traffic to your website.

Optimise Title Tags

Title tags play a significant role in improving a web page’s visibility in search results. 

To optimise title tags, several best practices can be followed.

  • Include the target keyword near the beginning of the title tag, as it helps search engines understand the relevance of the web page to a user’s search query.
  • Keep the title tag concise and within the recommended length (around 60 characters) is important to ensure that it displays fully in search results and doesn’t get cut off.
  • Create unique and descriptive title tags for each webpage on the website to avoid duplication and provide a clear indication of the web page’s content. Including compelling and actionable language in the title tag can also entice users to click on the search result.
  • Use proper capitalisation, punctuation, and branding elements in the title tag to enhance the overall aesthetics and professionalism of the web page in search results.

Write a Meta Description that Boosts Clicks

Crafting a compelling meta description can significantly impact click-through rates (CTRs) from search results.

The meta description is a brief summary of a webpage’s content that appears below the title tag in search results.

To boost clicks, it’s crucial to write a meta description that is concise, yet informative and engaging.


Including the target keyword in the meta description can help users identify the relevance of the web page to their search query. It’s also important to highlight the unique value proposition of the webpage and use persuasive language to entice users to click.


Additionally, incorporating a call-to-action (CTA) can encourage users to take action and click on the search result.


Keeping the meta description within the recommended length (around 155-160 characters) and avoiding duplicate meta descriptions across web pages is also vital.


A well-crafted meta description can increase the visibility and attractiveness of a web page in search results, leading to higher clicks and ultimately driving more traffic to the website.

Write Your Headline in an H1 Tag

The H1 tag, also known as the heading tag, signifies the main heading of a web page and carries significant weight in search engine algorithms.


By using the H1 tag for your headline, you are signalling to search engines the primary topic and focus of your content.


This helps search engines understand the context and relevance of your web page’s content in relation to the users’ search query.


It also provides a clear structure and hierarchy for your content, making it more readable and user-friendly.


When writing your headline in an H1 tag, it’s important to use descriptive and keyword-rich language that accurately represents your content.

Check the URL Slug for SEO-Friendliness

The URL slug is the part of the URL that comes after the domain name and includes the specific page’s address.

URL slug example

Optimising the URL slug can positively impact a web page’s search engine rankings and improve its visibility in search results.


To ensure SEO-friendliness, the URL slug should be concise, descriptive, and relevant to the content of the web page.


It’s recommended to use hyphens to separate words in the URL slug, as they are more readable by both users and search engines compared to underscores or other special characters.


Including the target keyword in the URL slug can also help search engines understand the content’s relevance and improve SEO performance.


Avoid excessive or unnecessary words, numbers, or special characters in the URL slug to keep it clean and user-friendly.

Add Target Keywords to Your Body Content

Incorporating relevant keywords throughout the body content of a webpage can help search engines understand the topic and relevance of the content to users’ search queries.


However, it’s important to use keywords naturally and avoid keyword stuffing, which can negatively impact the webpage’s SEO performance.


The keywords should be strategically placed in headings, paragraphs, and other relevant sections of the content to provide context and enhance readability.


It’s also essential to use variations of the target keywords and include related keywords to create comprehensive and informative content.


Writing high-quality and engaging content that provides value to users should be the primary focus, with keywords used in a way that feels natural and adds value to the overall content.


By adding target keywords to your body content in a thoughtful and strategic manner, you can improve your webpage’s SEO and increase its visibility in search results.

Review Your Content Quality

High-quality content is essential for improving search engine rankings and attracting organic traffic to your website. When reviewing content quality, consider the following aspects:


Relevance: Ensure that your content is relevant to the topic and intent of the webpage. It should align with the keywords and search queries you are targeting and provide valuable information to users.


Accuracy: Verify that the information provided in your content is accurate, up-to-date, and supported by credible sources. Avoid outdated or misleading information that may negatively impact your website’s credibility.


Readability: Evaluate the readability of your content by checking for proper grammar, punctuation, and sentence structure. Use clear and concise language that is easy for users to understand, and avoid jargon or technical terms that may confuse readers.


Originality: Ensure that your content is original and not duplicated from other sources. Plagiarized content can harm your website’s SEO performance and reputation.


Engagement: Review the engagement level of your content by analyzing metrics such as time on page, bounce rate, and user comments. Engaging content that keeps users on your webpage and encourages them to interact positively impacts SEO performance.


Multimedia Consider the use of relevant images, videos, and other multimedia elements in your content. They can enhance user experience, make your content more visually appealing, and improve SEO.


By thoroughly reviewing the quality of your content and making necessary improvements, you can ensure that your webpage provides valuable and relevant information to users, which can lead to improved search engine rankings and increased organic traffic to your website.

Mark Up Subheadings with Header Tags

Header tags, such as H1, H2, H3, etc., are used to denote different levels of headings in HTML code. When used correctly, they can provide structure and context to your content, making it more accessible and user-friendly.


Typically, the main heading of a webpage is marked with an H1 tag, while subheadings are marked with H2, H3, and so on, in descending order of importance.


This hierarchy allows search engines to understand the organisation of your content and how different sections relate to each other. It also makes it easier for users to scan and understand the content of your webpage.


When marking up subheadings with header tags, it’s important to use relevant and descriptive headings that accurately reflect the content of the section. Avoid using header tags for decorative purposes only, and ensure that each header tag is used only once per page to maintain consistency and clarity.


Properly marked-up subheadings with header tags can improve the SEO of your webpage by signalling the importance and relevance of different sections to search engines.


It can also enhance the user experience by making your content more readable and accessible, which may lead to increased engagement and longer time spent on your webpage.

Improve Navigation with Internal Links

Internal links are hyperlinks that connect different pages within the same website, helping users navigate between related content and providing search engines with a clear understanding of the website’s structure and content hierarchy.


Here are some ways to improve navigation with internal links:


Contextual links: Add relevant internal links within the body content of your web pages. These links should be natural and contextually relevant to the content, providing additional information or resources to users.


Menu and navigation links: Optimise your website’s menu and navigation links to provide a clear and logical hierarchy of pages. Use descriptive anchor text that indicates the content of the linked page, and avoid generic terms like “click here” or “read more.”


Related posts or articles: Include internal links to related posts or articles at the end of your content or in a sidebar. This can help users discover more relevant content on your website and increase engagement.


Broken links: Regularly check for and fix broken internal links to ensure smooth navigation for users and avoid negative impact on SEO.

You can learn more about finding and fixing broken links on this post. 

Add Engaging Visual Content

Visual content, such as images, videos, infographics, and charts, can convey information in a more visually appealing and memorable way, making your content more engaging and shareable.


Here are some tips for creating engaging visual content:

Relevance: Make sure that your visual content is relevant to the topic of your web page and supports the overall message or purpose of your content. It should provide value and enhance the user’s understanding of the content.


High quality: Use high quality images, videos, and other visual elements that are clear, well-composed, and visually appealing. Poor-quality visuals can have a negative impact on the user experience and SEO performance.


Originality: Create original visual content that is unique to your website and avoids using stock images or generic visuals that may be found on other websites. Original visuals can make your content stand out and improve its shareability.


Optimisation: Optimise your visual content for SEO by using descriptive file names, alt tags, and captions that include relevant keywords. This can help search engines understand the content of your visuals and improve their discoverability in image and video searches.


User interaction: Use interactive visual content, such as videos with clickable annotations or infographics with interactive elements, to encourage user interaction and engagement. This can help users stay longer on your webpage and increase their likelihood of sharing your content.


Mobile-friendliness: Ensure that your visual content is responsive and displays well on different devices, including mobile phones and tablets. Mobile-friendliness is essential for providing a positive user experience and optimizing for mobile search rankings.


Optimising your website for on-page SEO can have a significant impact on the success of your website.

It is important to remember that there are a number of components to consider with regards to on-page SEO, that work together to boost your search ranking.


Additionally, it is necessary to ensure that all aspects of on page SEO are up-to-date in order for your website to be successful.


Ready to boost your website’s SEO performance? Get an SEO review today! I will analyse your website’s on-page SEO elements, including title tags, meta descriptions, URL slugs, content quality, internal links, and engaging visual content and provide you with actionable recommendations to optimise your website and improve your search engine rankings.


Don’t miss out on potential organic traffic and revenue. Get in touch now to schedule your SEO review and take the first step towards optimising your website for search engines!