What is On-Page SEO? The Complete Guide for New SEOs

On-page SEO includes all activities that help optimize a single web page. The goal is to improve its visibility and keyword ranking on search engine results pages.

The main purpose of on-page SEO is to make a web page:

• Relevant to users
• Appealing to search engine bots

Effective on-page SEO increases the page’s chances of:

• Ranking higher
• Getting more organic traffic
• Driving more conversions

Why is on-page SEO important?

On-page SEO is essential. It impacts both your website’s visibility on search engines and the user experience on your site.

Optimizing on-page elements helps a website rank higher for competitive keywords that bring in the most traffic. These elements include:

• Meta titles
• Content
• Headings
• Images

Most search engines use this to understand a site’s relevance and quality. This helps them match your website to user searches more effectively.

On-page SEO also enhances the user experience. Well-structured, clear content makes it easy for users to find information quickly. Using headings, bullet points, and formatting improves readability.

Optimizing images and multimedia also boosts page loading speed. Faster load times reduce bounce rates. A positive user experience can lead to:

• Longer visits
• Social sharing
• Repeat engagement

What is the difference between on-page and off-page SEO?

On-page SEO and off-page SEO are two different strategies in SEO. Both aim to improve a website’s visibility and ranking on search engine results pages. However, they focus on different aspects and use unique techniques.

On-page SEO involves optimizations done directly on the website. These changes improve user experience and search engine rankings. The website owner, marketing team, or other administrators control these elements fully.

Off-page SEO includes efforts outside the website. Its goal is to improve a website’s credibility, authority, and reputation. Typically, off-page SEO involves interacting with other websites and online platforms.

On-page SEO includes optimizing:

• Website content
• Meta tags
• Images
• URL structure
• Internal linking

Off-page SEO includes efforts such as:

• Link acquisition
• Social media engagement
• Brand mentions

On-page SEO focuses on improving your website’s content, structure, and elements. Off-page SEO builds your website’s authority through external sources. Sources like backlinks and social media.

Both on-page and off-page SEO are essential for a complete SEO strategy.

We will go over on-page SEO elements. And discuss ways to improve them to help your site rank higher in search results.

Site speed

Site speed can make a quick and noticeable impact on on-page SEO.

In this section, we will cover different elements that affect site speed. We’ll also explain how to use them to improve your site’s loading time.

Use the correct hosting solution

Choosing the right hosting solution is essential for fast site loading.

A quality hosting provider offers powerful servers that handle data quickly. If servers are close to your visitors, data moves faster. Look for a hosting option with servers near your main user base. CDNs also help by spreading your content across multiple servers for faster access.

Make sure your hosting plan includes enough resources to handle traffic spikes smoothly. Reliable providers may offer tools that automatically compress files, improving load times. Top hosting solutions also prioritize security to reduce downtime and protect your site.

A support team can assist with technical improvements to boost speed and performance. Choose a hosting solution that fits your site’s needs for the best speed and user experience.

Compress and optimize images

Compressing and optimizing images is crucial for improving site speed. When images are compressed, file sizes are smaller without impacting quality. This allows your website to load files quickly. All while still displaying clear images.

Large image files slow down your website because they take more time and bandwidth to load. Compressing images makes them lighter, resulting in faster download times. Faster downloads mean your pages load quickly, which enhances the user experience.

Image optimization also includes choosing the right file format:

• Use JPEG for photographs and images with gradients.
• Use PNG for images with transparency or sharp edges.

Selecting the correct format keeps images at high quality without adding extra file size.

Another step in image optimization is resizing images to fit the display area. Uploading oversized images wastes bandwidth and loading time. By resizing images to match their display size, you reduce data transfer. This leads to faster page loading times.

Pro tip: Try a tool like TinyPNG to compress images easily and boost your site speed.

Reduce the use of redirects

Reducing redirects on a website improves site speed. By doing this you have cut down the number of visits between a browser and a web server. When a page has a redirect, the browser must make an extra request to the new URL. This creates a delay as the browser waits for a response from your server, adding to the overall page load time.

By minimizing redirects, you remove these extra requests. This allows the browser to get the needed resources faster. This results in a quicker loading experience for the user.

Enable browser caching

When a user first loads your website, their browser downloads all the needed elements to display it. These include:

• Images
• Stylesheets
• Scripts

With browser caching, the browser can store this data. This means it doesn’t have to load everything from scratch each time the user visits.

By setting cache durations, you control how often the browser checks for updates. Longer cache times work well for pages that rarely change, like service pages. Proper caching balances speed with showing fresh content when needed.

Browser caching reduces repeated requests to the server for static content. This lowers network traffic and cuts down on delays. Meaning faster load times and a smoother experience, especially for returning users.

Defer CSS and JavaScript loading

Deferring CSS and JavaScript files helps websites load faster. When someone opens a webpage, their browser downloads and processes the CSS and JavaScript files. Large files can slow down this process, especially when they need specific rendering.

Deferring these files prioritizes loading the main content and images first. This lets the page look complete faster, so users can start seeing important content right away. It also prevents certain files from blocking the page’s loading process, known as “render-blocking.”

To do this, you can use the “async” or “defer” attributes in your <script> tags:

• “Async” loads scripts in the background while the page is still loading.
• “Defer” loads scripts in order and runs them after the main content is ready.

Delivering CSS smartly is also essential to keep load times fast.

Minify HTML, CSS & JavaScript

Minifying CSS and JavaScript improves site speed by reducing file sizes. This leads to faster load times and a better user experience.

When developers write CSS and JavaScript, they use:

• Descriptive variable names
• Comments
• Formatting

These elements make the code readable but are unnecessary for the browser. Minification removes all extra whitespace, comments, and shortens variable names, compressing the code.

The result is a smaller file that can be sent from the server to the browser more quickly. Smaller files reduce latency and speed up page loads. Browsers must download and ‘parse’ these files to display the page. Minified files reduce parsing time. This leads to even faster loading times!

Mobile-responsiveness

It is more important than ever to ensure your website works on all devices. Because Google announced that mobile-responsive sites would get a ranking boost.

This section will cover steps to help make your website mobile-responsive.

You can use Google Chrome’s Developer Tools to check how your website looks on a mobile device. Here, we’re viewing our website on an iPhone 12 Pro screen.

Readability

Improving readability makes your website more mobile-responsive in several ways.

First, mobile screens are smaller than desktops. Clear, well-structured content means users don’t need to zoom in and out to read. Use:

• Easy-to-read fonts
• Appropriate text sizes
• Ample spacing between lines and paragraphs

These adjustments make content easier to read without eye strain or extra effort.

Second, concise, organized content uses limited screen space efficiently. Mobile devices have less room. So straightforward text helps users focus on essential information. Avoid long paragraphs and complex sentences. Use:

• Shorter paragraphs
• Bullet points

This makes content easy to scan and helps users quickly find key points.

Lastly, focusing on readability promotes a mobile-first approach in design. When you prioritize readability, you’re more likely to use layouts, fonts, and formats that fit small screens. Responsive design principles like:

• Fluid grids
• Flexible images

Ensure layouts adjust to screen size. You create a more enjoyable and accessible experience when you optimize for readability. All the while making your page more mobile-responsive.

Image formatting

Formatting images and buttons is key to making your page mobile-friendly.

Resize and optimize images for different screen sizes. This helps pages load faster and prevents images from taking up too much space. Using images that adapt well keeps them looking good while improving performance.

For buttons, clear formatting makes mobile navigation easier. Make buttons large enough to tap and add space between them to avoid accidental clicks. Use CSS to add touch-sensitive styles. A good example of this is enlarging buttons on tap. This will make your website more interactive.

CSS media queries let you adjust image and button styles based on screen size. Media queries apply specific styles for different devices, so images and buttons look right on any screen. This keeps your page visually appealing and functional on mobile.

Content writing

Now, let’s focus on one of the most important parts of on-page SEO: the content you write.

Your content affects how you appear in search results and your ranking. We’ll cover key steps to improve your on-page SEO during the content-writing process.

Keyword and query research

Effective keyword research is essential for improving on-site SEO. Your research will shape content strategy, site optimization, and user experience.

Identifying key phrases lets you create valuable content that resonates with your audience. This strengthens your website’s authority and improves rankings in search results.

Optimizing on-site elements like:

• Titles
• Meta descriptions
• Headers

Can boost visibility in search results. Using keywords in these areas gives your site a better chance of attracting traffic. We and some of our customers have tested this, resulting in increased traffic. You can test it too! Aligning your content with user intent also improves user experience. This leads to higher engagement and conversions.

Good keyword research supports a complete approach to on-site SEO. It will boost content quality, site visibility, and user satisfaction.

Write high-quality and helpful content

Creating high-quality, helpful content can improve your on-site SEO. It gives value to your audience and aligns with Google’s ranking systems. Including updates like the “Helpful Content Updates” introduced in 2021.

Content that answers your audience’s questions makes your website a trusted source. When users stay on your site longer, it lowers your bounce rate. This signals to search engines that your content is relevant and engaging. Google’s recent updates reward site that provide valuable information.

High-quality content also attracts more backlinks than less useful content. Backlinks are essential for building authority with search engines. When other trusted sites link to your content, it tells search engines that your site is reliable. This can also improve your rankings.

Google’s algorithms now assess content quality more effectively. They consider readability, depth, and user engagement. You increase your chance of ranking well by focusing on these factors.

Creating quality content regularly also attracts organic traffic and encourages sharing. This grows your reach and authority.

Ensure your content matches search intent

We’ll keep this section brief, as it’s straightforward.

Writing content that fully matches search intent is essential for on-site SEO. This means your content should directly address what users are looking for.

When your content matches search intent, search engines regognize its value. This leads to higher rankings. As well as better user engagement and an improved user experience.

Content optimization

It’s not just new content you are writing that impacts your on-site SEO. It’s also existing content that you are updating. This section will discuss different content optimization methods. As well as how they can be used to improve your on-page SEO.

URL Optimisation

Optimizing your URLs is important for on-page SEO. Including relevant keywords in your URLs helps search engines understand your page’s topic. This increases the chances of your content appearing in searches.

User-friendly URLs also help visitors by giving them a clear idea of your page’s content before they click. This can:

• Reduce bounce rates
• Encourage users to explore your site further

Readable URLs are easy to share on social media or other websites. This makes them simple for both users and search engines to understand. Well-structured URLs can lead to:

• More clicks
• More shares
• More backlinks

Clear URLs also help avoid duplicate content issues. They let search engines crawl and index your pages efficiently. This ensures your content appears accurately in search results.

By making URLs clear, relevant, and easy to read, you improve your site’s visibility. This simple practice provides a better experience for users. It also support strong on-page SEO!

Heading optimization

Heading information will help your on-page SEO in almost the same way as URL optimisation.

Making your headings clear will also help search engines and users understand what your content is about. This will make it more likely for your content to rank higher. And can even increase its chances of getting more social shares.

Ross Hudgens, CEO of Siege Media, has said this about heading structure:

“Want to rank better? Make your post structure simple.

Whether correlative or causative, we consistently see simple post structures ranking well.

These structures make it easy for users to pull out the answers they want instead of having to dig for them.”

Keywords in copy

Adding keywords to your content boosts on-page SEO. It does this by helping search engines understand your topic more clearly. Including relevant keywords signals to search engines that your page covers those topics. This increases the chances of your page ranking well.

It’s important to use keywords in a way that sounds natural and fits the content. Search engines also consider readability and quality.

Keywords are essential. But your top priority should be creating:

• Valuable
• Informative
• Relevant

Content for your visitors. Balancing keywords with high-quality content is best. And it creates a better experience for users who are visiting your website.

Internal and external links

Links on your website are critical for SEO. Not just internal links impact your on-page SEO. External, or outbound, links have an impact too.

Internal links act as signposts on your website. They guide visitors and search engine bots to different pages. They connect one page of your site to another.

These links are essential for on-page SEO. They help search engine crawlers understand:

• Your site’s structure
• The relationships between your pages

When you link from one page to another, you signal to search engines that the linked page is relevant and valuable. This can improve your content’s visibility in search results. Internal links also keep visitors engaged by offering more related content. This increases the time users spend on your site.

Remember to use descriptive anchor text. It should clearly indicate what the linked page is about.

External links connect your website to other websites. These links are crucial for on-page SEO. They add credibility and context to your content.

When you link to external sources that are:

• Reputable
• Relevant

you show search engines and users that you have done your research. It indicates that your content is well-supported. This enhances your content’s authority and trustworthiness to:

• Search engines
• Users

External links also help search engines understand the broader web and how your content fits into it.

Be sure to link to high-quality, relevant sources that enhance user experience. Excessive or irrelevant external links can harm your SEO efforts.

Meta information

Meta information is crucial for improving your on-page SEO. This includes:

• Meta titles
• Meta descriptions

In this section, we’ll discuss key steps to optimize your meta information. Doing so will give your site the best chance of success in the SERPs.

Short meta titles

Short meta titles help improve your on-site SEO. They provide concise and relevant information about your web page’s content.

Keeping meta titles short is essential. Search engines display only a limited number of characters in search results.

A concise and informative title captures users’ attention. It entices them to click your link over competitors’.

Short meta titles are:

• Easier for users to read
• Easier for search engines to interpret

They help search engines quickly identify the main topic and focus of the page.

Keyword included within meta title and description

Including the main keyword in your meta title and description directly impacts on-page SEO. It improves relevancy and increases the chances of attracting clicks from search engine users.

By adding your main keyword to both elements, you signal to users and search engines that your page matches the search query. This increases the likelihood of your page appearing in search results when users search for that keyword.

When the keyword appears in the meta title and description, users are more likely to click your link. They see that your content aligns with what they’re looking for. This higher click-through rate sends a positive signal to search engines that your page is valuable and meets users’ needs. This can lead to improved rankings over time.

Experiment with keyword modifiers

Modifiers are words you add to your meta tags. They make your content more specific and varied. Use them in titles or descriptions. Examples of modifiers include:

• Best
• Tips
• Guide
• Review
• Top
• How To
• Complete

Using these modifiers helps your on-page SEO. They let you reach more search queries users might type into search engines. Adding different modifiers to your main content increases the chance your content appears in search results for those variations. This broadens your visibility. It improves your chances of attracting users looking for specific aspects of your topic.

By using modifiers in your meta tags, you can target long-tail keywords. This brings better-targeted traffic to your site, even if search volumes are lower.

For example, if your main keyword is “digital cameras,” you can add a modifier like “best digital cameras for beginners.” This tailors your content to a specific audience. Users searching for this long-tail keyword are more likely to find your content relevant. This can lead to higher engagement and better conversion rates.

Bonus: Title tag testing

Title tag testing is essential for on-page SEO. It can significantly improve your website’s search engine visibility.

By using tools like SEOTesting, you can systematically test different title tags. This helps you evaluate their impact on:

• Search engine rankings
• Organic clicks
• Organic impressions
• Click-through rate

This process lets you find high-performing title tags. These tags align better with user intent and relevant keywords. As a result, your website can achieve more organic traffic. Search engines better understand your page content. Users are more likely to click because of compelling and relevant titles.

Continuous title tag testing ensures your on-page SEO stays adaptable and effective. It helps you keep up with search engine algorithm updates and changes in user preferences.

Here’s an example of a customer title tag test that significantly improved their SEO metrics for a page:

The customer added two words to their meta title and page H1. (We cannot share the exact terms, as it is a customer test.) The results were tremendous for their page:

• 92% increase in clicks per day to the page
• 18% increase in impressions per day to the page
• Average position improved from 18 to 17
• Click-through rate jumped from 2.62% to 4.24%

Wrapping things up

Mastering on-page SEO is essential for improving search engine visibility and user experience.

Optimizing elements like your:

• Meta information
• Content quality
• Internal and external links
• Mobile responsiveness

will often enhance:

• Rankings
• Engagement
• Conversions

Effective on-page SEO involves:

• Keyword research
• Quality content creation
• URL optimization
• Strategic use of headings and modifiers

Regular testing, such as title tag testing, helps you adapt to changing algorithms and user preferences. This drives higher organic traffic and better search rankings.

If you want to put in place an SEO testing strategy, consider SEOTesting. We offer a 14-day free trial with no credit card required. Give it a try today.