On-Page SEO

On-page SEO is the practice of optimising the content and HTML of individual web pages so they rank higher and earn more relevant traffic. It covers everything you control on the page itself: the words, headings, titles, images, links and structure.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

On-page vs off-page vs technical SEO

  • On-page SEO improves individual pages.
  • Off-page SEO builds authority from outside your site, mainly through links and mentions.
  • Technical SEO makes the whole site crawlable, indexable and fast.

All three work together, but on-page SEO is usually the quickest to improve because it is fully in your hands.

The key on-page SEO elements

  • Search intent: the page must match what the searcher actually wants, whether information, comparison, a product or a local service.
  • Title tag: the clickable headline in search results; include the main keyword naturally and make it compelling.
  • Meta description: the summary under the title that encourages clicks.
  • Headings: one clear H1 and logical H2 and H3 headings that structure the content.
  • Content: helpful, original, accurate and complete, written for people first (SEO Copywriting).
  • Keywords and related terms: cover the topic naturally, including synonyms and related questions (Semantic SEO).
  • URLs: short, readable and descriptive.
  • Internal links: link to and from related pages with descriptive Anchor Text.
  • Images: compressed, well named and described with Alt Text.
  • Structured data: Schema Markup to clarify the content.
  • E-E-A-T signals: author details, credentials, sources and up-to-date information (E-E-A-T).
  • User experience: readable layout, fast loading and clear calls to action.

An on-page SEO checklist

  1. Identify one main keyword and its intent for the page.
  2. Study the pages that currently rank to see what Google rewards.
  3. Write a unique title of roughly 50 to 60 characters with the keyword near the start.
  4. Use one H1 that clearly states the topic.
  5. Answer the main question early, then expand with useful detail.
  6. Use H2s for main subtopics and H3s for details.
  7. Add internal links to and from related pages.
  8. Optimise images and add descriptive alt text.
  9. Add relevant structured data.
  10. Write a meta description that sells the click.
  11. Check the page on mobile and test its speed.
  12. Update the page regularly to prevent Content Decay.

Common on-page SEO mistakes

  • Targeting several unrelated keywords on one page.
  • Two pages targeting the same keyword (Keyword Cannibalisation).
  • Keyword stuffing that makes content read unnaturally.
  • Thin pages that do not fully answer the question (Thin Content).
  • Duplicate titles and descriptions across many pages.
  • Ignoring existing pages that rank on page two and only need improvement.

For a beginner-friendly walkthrough, read how to get on Google’s first page.

Does keyword density matter?

Not in the way many people think. There is no ideal percentage. Use your main keyword in the important places (title, H1, early in the content and in some subheadings) and then write naturally, using related terms and variations. If a sentence sounds forced, rewrite it.

Key Takeaways

  • On-page SEO optimises the content and HTML of individual pages.
  • Matching search intent comes before any other optimisation.
  • Titles, headings, content, internal links and images all matter.
  • Write naturally; there is no ideal keyword density.
  • Pages ranking on page two are often the quickest wins.

Related Terms

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