What is On-Page SEO?

On-page SEO refers to optimizations made directly on a webpage to improve its rankings in search engine results pages (SERPs). The goal is to make a page more appealing to search engine bots so it ranks higher for target keywords.

Why Does On-Page SEO Matter?

On-page factors make up a significant portion of how search engines evaluate a page’s relevance and authority. By optimizing these elements, you can better compete for rankings against other pages targeting the same keywords. Some key on-page elements include:


The content on the page, including text, images, videos, etc. This is where you optimize for keywords through careful targeting and density. Unique, high-quality content demonstrates expertise.

Page Title & Meta Description

These summarize what the page is about. Keyword-optimized titles and descriptions improve click-through rates.

Headers & Headings

Break up content into logical sections using headers. Target keywords in headings for emphasis.

Links & Anchor Text

Links to internal and external resources provide context. Anchor text should include target keywords where appropriate.


Images, videos, and other media enhance content. Include keywords in file names, alt text, etc.

Best Practices for On-Page SEO

Follow these tips to maximize the impact of on-page elements:

  • Research target keywords and focus on optimizing for 1-2 per page. Avoid over-optimization.
  • Write naturally for visitors while working in keywords. Don’t sacrifice readability.
  • Include keywords in page titles, headings, image alt text, etc. But be selective – no need to force keywords.
  • Break up text with headers, lists, images, videos, etc. Make it scannable for users and bots.
  • Link out to authority sites to establish relevance. Use keywords for anchor text where it fits naturally.
  • Check that page speed and mobile-friendliness are optimized. Slow load times impact rankings.

Tracking On-Page SEO Performance

Monitor how your on-page SEO efforts impact performance:

  • Use Google Search Console to check indexed pages, impressions, clicks, and position for target keywords.
  • Track organic traffic and conversions from search engines over time. Watch for positive trends.
  • Review click-through-rates on SERPs. Higher CTRs indicate good title and meta descriptions.
  • Check keyword density reports to avoid over-optimization.
  • Do spot checks on pages to ensure proper on-page elements (titles, H1s, alt text, etc.)

Optimizing On-Page SEO is Ongoing

On-page SEO is an ongoing process. As content is added or changed, continue optimizing new and existing pages. Stay on top of best practices. Monitor performance and double down on what works. The payoff is higher organic search visibility, traffic, and conversions over time.

Find Out More

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