On-page SEO is the part of search ranking you have complete control over — the elements on your own pages that tell Google what each page is about and why it deserves to rank. Get these right and you remove the easy reasons Google has to pass you over. Here's the checklist to work through on every important page.
1. Nail the Title Tag
The title tag is the single most important on-page element. Keep it under about 60 characters, put your main keyword near the front, and make it compelling enough to earn the click. Every page needs a unique title — never reuse the same one across pages.
2. Write a Click-Worthy Meta Description
Your meta description doesn't directly affect rankings, but it heavily influences click-through rate — which does. Aim for 150–160 characters, include your keyword naturally, and write it like ad copy: clear value plus a reason to click.
3. Use One Clear H1 and Logical Headings
Each page should have a single H1 (usually the page title) containing the primary keyword, followed by H2s and H3s that structure the content logically. This hierarchy helps both readers and search engines understand your page at a glance.
4. Optimise Your URL Slug
Use short, readable, keyword-containing URLs like /local-seo-guide rather than /page?id=123. Separate words with hyphens and avoid dates or unnecessary parameters.
5. Add Descriptive Image Alt Text
Every meaningful image needs alt text that describes it (and includes a keyword where natural). This helps accessibility and image search. While you're at it, compress images so they don't slow the page — speed is a ranking factor, as we cover in the website speed guide.
6. Use Internal Links
Link to your other relevant pages using descriptive anchor text (not "click here"). Internal links spread ranking strength around your site and help Google discover and understand your content. Aim for a few contextual links per page.
7. Target the Right Keyword — Once Per Page
Each page should target one primary keyword and its close variations. Don't make multiple pages compete for the same term. Need help finding them? See how to find the right SEO keywords.
8. Add Structured Data
Schema markup helps Google understand your content and can earn rich results. Learn the basics in schema markup explained.
Done all this and still not ranking? The issue may be technical or off-page — read 7 reasons your website isn't ranking, or let our Local SEO service handle the full picture. Questions? Book a free call.
- Title tags are the highest-impact on-page element — unique, keyword-led, under 60 chars
- Use one H1 and a logical H2/H3 structure on every page
- Optimise URLs, alt text, and internal links with real keywords
- Target one primary keyword per page — don't compete with yourself
- Write for humans first; natural, useful content outranks keyword-stuffing