The goal of on-page SEO is simple: make your website more visible in search results and more appealing to visitors. By focusing on the content of each page, and the structure of your website, you're creating a foundation that search engines can understand and rank accordingly. With search engines frequently updating how they evaluate sites, it's crucial to keep your on-page SEO strategy fresh and up to date.
On-page SEO involves improving the quality and relevance of your content so that both search engine algorithms and actual users find it useful. It's about making sure that your headlines are clear, your site is well-organized, and your pages load quickly. It also means making sure that your website is easy to navigate and that any images you use are properly tagged.
The checklist provided in this guide is meant to help you hit all the marks for strong on-page SEO, giving your website a better shot at success in both search engine rankings and user experience.
1. Use a captivating SEO title
Title tags are a small but mighty part of your SEO efforts. They're the first impression people get in the search results and can affect whether they click on your page. Make sure your title tags are clear, include your main keywords, and are interesting enough to draw clicks.
Do
- Keep title tags under 60 characters to ensure full visibility in SERPs.
- Use targeted keywords at the beginning of the title tag.
- Make each title unique to the page's content.
Don't
- Don't stuff your title with too many keywords.
- Avoid vague titles that don't communicate the page content distinctly.
2. Write engaging meta descriptions
Even though meta descriptions don't have a huge influence on rankings, they're critical for attracting clicks from search results. These descriptions should be clear, concise, and include your keywords naturally. Aim to provide a brief overview of your page's content that encourages people to click through, and make sure that what they see in the meta description matches what they find on the page.
Do
- Write clear and engaging descriptions that accurately summarize the page content.
- Include your targeted keywords – or synonyms - naturally within the 160-character limit.
- Encourage the reader to click with a call-to-action.
Don't
- Don't create duplicate meta descriptions for different pages.
- Avoid overloading the description with keywords, which could be perceived as spammy.
3. Use the right headers
Headings are not just for styling; they organize your content and guide both readers and search engines through your page. Use the H1 tag for your main title, include your primary keyword, and use subheadings (H2, H3, etc.) to structure your content, incorporating keywords when appropriate. This makes your content easy to scan and tells search engines about the hierarchy and relevance of your content.
Do
- Use one H1 tag per page, including your primary keyword.
- Use H2 and H3 tags to structure your content, making it easy to read.
- Include related keywords in subheadings where appropriate.
Don't
- Don't skip header tags, as they're essential for both SEO and user accessibility.
- Avoid stuffing keywords into headers, which harms readability and user experience.
4. Optimize for the right keywords
Picking the right keywords and placing them effectively is what keyword optimization is all about. Spread your main keyword naturally across your title, meta description, headings, and body text, keeping the writing readable and engaging. Add related keywords to help flesh out the theme and context for search engines, keeping your content in line with what your audience is searching for.
Do
- Use primary keywords in the first 100 words of your content.
- Incorporate LSI and related keywords to provide more context to search engines.
- Research and update your keyword strategy regularly, based on the latest search trends.
Don't
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- Don't overuse keywords, Google is smart enough to find your page without mentioning a keyword 86 times.
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- Avoid using irrelevant or off-topic keywords just to chase trends.
5. Create relevant, high-quality content
Quality content is key for on-page SEO. Your content should be unique, well-researched, and valuable, tackling topics thoroughly and using trustworthy sources. Enhance your text with images, videos, and infographics to engage your users, and remember that content should meet your visitors' needs and interests to work well for SEO.
Do
- Produce comprehensive and well-researched information that addresses user queries.
- Use various media types to enhance the content and improve engagement.
- Keep paragraphs short and scannable with clear, concise language.
Don't
- Don't create shallow content that lacks depth or does not provide actionable value.
- Avoid plagiarizing or duplicating content, which negatively impacts SEO and credibility.
6. Optimize images and alt-texts
Images can brighten up your content and help your SEO. Reduce image file sizes for faster loading times and use descriptive alt text with relevant keywords to help search engines and visually impaired users understand what the images are about. Choose and place images thoughtfully to support your content, encouraging visitors to stay longer on your site.
Do
- Compress images to reduce file size without compromising quality.
- Use descriptive alt text with relevant keywords for each image.
Don't
- Don't upload high-resolution images that slow down your page load times.
- Avoid leaving alt attributes blank; this is a missed opportunity for accessibility and SEO.
7. Add schema markup
Structured data, or schema markup, is an advanced SEO technique that helps search engines better understand and display your content. It can make your search results look more attractive, potentially increasing your click-through rate. Mark up your content accurately with the correct structured data to take advantage of features like rich snippets, which can highlight reviews, product prices, and more in search results. Always check your markup with validation tools to avoid errors.
Do
- Add schema markup to provide search engines with additional context.
- Use Google's Structured Data Testing Tool to validate your structured data.
- Include structured data for reviews, products, and other entities that benefit from rich snippets.
Don't
- Don't add incorrect information to your schema markup, as it can mislead search engines and users.
- Avoid applying irrelevant markup that doesn't contribute to the user's understanding of the page.
8. Keep your content fresh
Search engines appreciate fresh content, so update your pages regularly with the latest information, and keep your facts and figures current. Use evergreen content to your advantage, as it remains relevant over time and drives consistent traffic. A content calendar can help you plan updates and new posts to make sure your site stays fresh and engaging.
Do
- Regularly update your content to reflect the latest information.
- Review and refresh older content to keep it relevant.
- Reuse and repurpose evergreen content to maximize its value.
Don't
- Don't let content become stagnant and outdated.
- Avoid updating just for the sake of it; ensure updates add real value for the user.
9. Make sure your website is user-friendly
A good user experience (UX) can improve your SEO. Focus on making your site user-friendly, with intuitive navigation, a clear layout, mobile compatibility, and fast load times. This pleases both search engines and your visitors. Use feedback and analytics to improve your UX, and consider A/B testing to determine the best layouts and designs. A strong focus on UX aims to provide a satisfying experience for users and can lead to better search rankings.
Do
- Prioritize website navigation to make finding information easy.
- Use A/B testing to optimize page elements and layouts for user engagement.
- Use colors that ensure good readability.
Don't
- Don't create a confusing site structure; a bad UX can lead to high bounce rates.
- Avoid neglecting analytics and user feedback, which can guide UX improvements.
10. Optimize your website for mobile devices
With most users browsing on smartphones, making your website mobile-friendly is crucial. Google now prioritizes mobile-optimized sites, so ensure your site works well on various screen sizes and is easy to navigate on a touchscreen. Regularly test your site on mobile devices to catch and fix issues that hurt user experience. Fast loading speed on mobile is also vital for better search rankings and keeping users happy.
Do
- Design a responsive website that works across various devices.
- Conduct mobile usability testing to identify and resolve issues.
- Prioritize mobile page speed, implementing accelerated mobile pages (AMP) if necessary.
Don't
- Allow mobile design to be an afterthought; it should be integral to the design process.
- Overlook mobile user experience, which could lead to decreased traffic and engagement.
11. Page speed optimization
Users expect fast websites. Slow-loading pages frustrate visitors and hurt your placement on search results. Use tools like Google PageSpeed Insights to find out what's slowing your site down. Cut down on unnecessary elements that cause delays, shrink image sizes, and make sure scripts load efficiently. Keep your website quick without sacrificing the features your users need.
Do
- Use Google PageSpeed Insights to evaluate and improve loading speeds.
- Limit HTTP requests and compress images to reduce load time.
- Employ lazy loading and asynchronous loading for non-critical resources.
Don't
- Ignore testing across different devices and connections to ensure consistent performance.
- Overload with plugins or large files that could slow down the website.
- Neglect regular speed checks, leading to potential issues being overlooked.
12. Add internal and external links
Proper linking within your site helps users and search engines find content, improving your SEO over time. Link to your own relevant pages to keep users exploring, and link out to trustworthy sites to provide extra value. But don't overdo it—too many links can overwhelm the user and look spammy to search engines. Choose link text that clearly says where the link goes for the best user and SEO results.
Do
- Integrate internal links to help users navigate and find additional content.
- Link externally to authoritative sources to improve credibility.
- Use descriptive anchor text that’s informative and relevant.
Don't
- Excessively link internally or externally, which may seem manipulative to search engines.
- Link to disreputable sources, damaging the site’s credibility.
- Use non-descriptive anchor text, such as "click here," which does not inform search engines or users about the link's destination.
13. Social sharing integration
Social media can spread your content far and wide. Adding social sharing options to your site makes it easy for visitors to share your pages, which increases visibility and traffic—a plus for SEO. Before someone shares your content, ensure it looks good on social media with compelling titles and images.
Do
- Place social sharing buttons strategically to facilitate content sharing.
- Optimize content for social networks with engaging titles and share-worthy images.
Don't
- Intrude on the content experience with obtrusive sharing options.
- Neglect the balance between promoting content and offering value.
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