On-Page SEO refers to the practice of optimizing elements on a website’s pages to enhance their visibility in search results. Unlike Technical SEO, which focuses on the backend aspects of the site, On-Page SEO deals with the content, metadata, structure of individual pages and internal linking of the pages. On-Page SEO includes optimizing title tags, meta descriptions, headers, and content to ensure they are relevant, engaging, and aligned with target keywords.
To achieve optimal results, On-Page SEO encompasses the following important elements.
Chosen Keywords Implementation
Effective keyword optimization ensures that your pages rank high for the terms and phrases your target audience is searching for. There are some important rules the SEO specialist should follow to make on-page SEO well-established for both users and search crawlers:
- Relevant keywords and phrases should match user intent and be landed on the respective pages. For example, if users want specific information about certain model of equipment, they should come to the product pages, the common information can be placed in the knowledge base or in the blog.
- All keywords have “long tails”, the extended keywords that have the lower search volumes and competition levels (refer to the image below). If the head keyword has too high competition level, we can always use keywords from its long tail. They can be used along with the head keyword to make the page rank higher for the whole batch of keywords instead of one.
- Use of LSI keywords (latent semantic indexing) is also beneficial. Some useful keywords are not synonyms for the head keywords but they can be markers of specific subject area. For example, if we talk about recruiting agency, its LSI keywords could be job titles.
- Keywords should be placed in title tags, headers, and throughout the content without overoptimizing. All images should be marked with relevant title and alt tags, link anchors should also be optimized.
- Current page should have links to the relevant content. As you can see, this page is related to the on-page SEO and has modules FAQ and Projects that are related to on-page SEO as well. The CMS is configured to display relevant FAQs and projects on each service pages using hidden tags.
Wise and thorough on-page SEO strategy can guarantee (or at least improve the probability) of the better page ranking. On-page SEO is a white-hat SEO technique and Google respect well-optimized pages.

Sample of the head keywords and their long tails research
Title Tags and Meta Descriptions
Title tags and meta descriptions are crucial for CTR.
- Title tag’s length is limited, Google recommends to use up to 60 characters. Title tag should contain the head keyword for the better indexing.
- Meta description should work as a teaser to make user click the snippet, at the same time it should contain some additional keywords or LSI words for the better ranking.
- Sometimes Google use images if it finds on-page markup or product price etc. So, using Schema markup could be a part of the on-page SEO strategy.
Headers’ SEO Optimization (H1, H2, H3, etc.)
Headers help organize content and make it more readable for both users and search engines. The best practice is to fracture text into paragraphs and title them with headers so user could understand what is text about reading only headers. The following details should be taken info account in this regard:
- The H1 is the most important header for the SEO. It should contain head keyword and some other elements that can improve click-through rate like lists (10 Ways of Anything…), interrogative words (How to Do…) and others. Though Google has stated that use of multiple h1 headers is allowed, the best SEO practice is to use one h1 tag on the page
- The H2 headers are indexable and accounted in the page relevancy rate so they should be SEO optimized. The H3 and lower level are used just to structure content and make it easier for users to scan and understand.
Content Writing and Optimization
High-quality, relevant content is key to engaging users and improving rankings.
- Content should address users’ needs, answers questions, and provides solutions. Useless content doesn’t work any more that is why I try to ask clients’ team to take part in the content writing. My part is usually in writing outlines with useful information about competition and recommended text features and writing well-optimized metadata.
- The best SEO practice is to use links to the authoritative sources, supporting ideas described in the article, publish citations of specialists and making this piece of content a part of the users’ Internet journey, it should not prevent user from leaving the page if they would like.
- Using images, videos, and other multimedia elements is beneficial to enhance content and engage users.
Actually, writing content is a large complicated subject area as well as its optimization.
Adjusting URL Structure
A clean, descriptive URL structure helps search engines and users understand the content of a page.
- URLs should include relevant keywords and accurately describe the page content. The human-like URLs are more preferrable than machine-generated URLs with parameters.
- Separating words with hyphens rather than underscores for better readability and indexing.
- URLs should contain Latin letters, some symbols and figures. Better to avoid letters from the national ASCII tables to keep URLs readable for users and indexable.
Internal Navigation Configuring
Internal linking helps distribute page authority and guide users to related content.
- Internal links should follow to relevant pages within the site to enhance navigation and user experience.
- Anchor texts should be descriptive and relevant to the linked page.
- Use of different kind of links is preferrable like menu links, related / featured / random content links, links from the inbuilt widgets following to the different categories of the website, direct links etc.
- Internal linking should create vertical and horizontal navigation, from the homepage to the categories and pages and across the pages of the same level.
- All pages should have internal links following to the them to ensure their indexing.
The Process of Implementing On-Page SEO
Here’s how I typically approach an On-Page SEO project:
- I start with an analysis of the current on-page SEO elements using Screaming Frog. This includes aligning the current keyword research results with the current pages. Keywords should be landed to the respective pages in accordance with users’ intention and competition.
- I review existing title tags, meta descriptions, headers, content, and URL structure to identify areas for improvement.
- I then implement the necessary changes, including updating title tags, meta descriptions, headers, and content. This also involves optimizing URLs, adding internal links, and ensuring that multimedia elements are properly used. Optimizing URLs should be implemented very carefully, if URL is changed the 301 redirect from the old address to the new one should be set.
- After implementation, I review the changes to ensure they are correctly applied and that there are no issues with the content or structure. This includes checking for proper keyword placement, readability, and user experience.
- I provide regular reports on the impact of the changes, including improvements in rankings, traffic, and user engagement. Ongoing monitoring helps track the effectiveness of the optimizations and identify any areas for further improvement.

Sample of the well-established on-page SEO
Benefits of On-Page SEO
- Enhanced Relevance: Improved alignment with user search intent and better rankings for target keywords.
- Increased Click-Through Rates (CTR): Compelling title tags and meta descriptions lead to higher CTRs from search results.
- Improved User Experience: Well-structured content and easy navigation enhance user engagement and satisfaction.
- Higher Rankings: Effective optimization of on-page elements contributes to better search engine rankings and visibility.
On-Page SEO is a critical component of a successful SEO strategy. By optimizing the content and structure of your web pages, I help ensure that your site is not only visible to search engines but also engaging and valuable to your users. If you’re ready to improve your website’s relevance and performance, contact me today to talk over details.