What is On-Page SEO?

Many people today understand what Search Engine Optimisation (SEO) is all about, but when it comes specifically to on-page SEO, they may be a little less certain.

SEO is a method of improving your site’s ranking in the search engine results page (SERP) provided by search engines such as Google and Bing. It has more than one component, including off-page and on-page SEO, as well as technical SEO.

On-page SEO, as the name implies, uses on-site optimisations to earn your page a higher ranking. It is the part of SEO that focuses on optimising front-end and back-end elements of your website to make your website more user-friendly. Backlinks, social media marketing, and encouraging branded searches, on the other hand, are examples of off-page SEO.


What Makes On-Page SEO So Important?

Search engines such as Google value sites that offer an excellent user experience. Since on-page SEO concerns itself with elements that directly impacts the experience of visitors to your site, it is crucial to be aware of on-page SEO practices and to make them part of your overall SEO strategies.

Additionally, when your page is well-optimised, it helps Google understand what your content is about. This allows them to properly organise and rank your page. In essence, by optimising your page, you are making Google’s job easier.

With on-page SEO being so important to the success of your website, you need to know the elements that comprise it and how to make the most of them.


Elements of On-Page SEO

Several elements make up your on-page SEO. Some of the more common ones that you can start with include:


Expertise, Authority, Trustworthiness (EAT)

Google has high standards when it comes to ranking websites. They want to provide users with the best possible experience, and that means providing them with the most relevant, high-quality matches to their searches.

Expertise, authority, and trustworthiness are prime examples of what Google is looking for when ranking your site. By demonstrating to Google that the information on your site is of high quality, you can establish your expertise, authority, and trustworthiness, which Google rewards with a higher ranking.


Title Tags

The title tag on each page helps Google to understand what the page is about. The title tag is used to form the clickable link provided in the SERP. They should include the main topic or keyword of what the page is about. For example, if you are selling a product, that product’s name should be part of the title tag. It should be of medium length; avoid making it too long or too short.


Meta Description

This is the text that follows the title tag on the search engine results page and is used to provide further information on the page’s topic. With a good meta description, you can help convince users to click on your link, bringing them to your site.



While not a major element by itself, the URL structure of your page helps the search engine identify what your page is about. Accordingly, it should include your target keywords, separated by hyphens. Keep your URLs concise, providing users with an idea of the page’s topic.


Heading Tags

The H1 tag, or heading tag, is a bit of HTML indicating the primary heading of the page. Generally speaking, the H1 tag will be the title of the page, describing what the content is about. There should only be one H1 tag per page, along with H2 and H3 tags to create subheadings.



Your site’s content is at the heart of everything. It’s what users search for, bringing them to your site in the first place. High-quality content provides them with what they need and can bring them back again and again. This is why you will so often hear that “content is king.”



Keywords are the words and phrases used to search for content online. These will be included in your content, but be sure not to overuse them, referred to as keyword stuffing and it will potentially hurt your rankings. Keywords should be used in a way that reads as natural and not too forced naturally for the best effect, and they should appear in your first paragraph and be interspersed throughout the rest of your post.



Users appreciate visually attractive pages and pages with relevant images perform better than those without. To use images to the best effect, be sure to include your target keyword in the image title and ALT tag. This will make them visible in image searches. Also, be sure that the image size is optimised to avoid slowing the load speed of your page.

On-page SEO is just one part of your overall SEO strategy, along with off-site and technical SEO. Combining these different aspects of SEO will help you create a website that is user-friendly, responsive, and well-ranked by Google and other search engines.


Christian Thomson

Christian is a British-born entrepreneur and founder of Marwick. For over 19 years, Christian has successfully helped businesses excel in digital marketing. Founded in 2012, Marwick has grown from a start-up to the 11th Fastest Growing Company in Canada in 2020 and expanded into the UK in 2019.

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