Key takeaways
- On-page SEO is everything you control on the page itself: the words, structure, links, images and markup.
- Each page should target one clear topic and answer it better and more directly than a generic page would.
- Do the basics well on every page before looking for tricks.
1. Start with search intent
Before editing anything, decide what the visitor wants. Someone searching “how to choose a web designer” wants guidance; someone searching “web design London Ontario” wants to compare providers. Match the page type to the need, and do not try to serve two different intents with one page.
2. Write a clear title and meta description
- Title tag: put the main topic first, keep it roughly under 60 characters so it is less likely to be cut off, and make it unique on every page.
- Meta description: a short, honest summary of 140–160 characters. It does not directly rank a page, but a good one can earn more clicks.
3. Use headings to organise the page
Use one H1 that states the topic, then H2 and H3 headings that break the page into logical sections. Write headings so that someone skimming gets the outline of your argument. Do not skip levels or use headings only for styling.
4. Answer the question early and completely
Give the main answer near the top, then add detail, examples, prices where appropriate, and proof such as photos, case studies or credentials. Cover the follow-up questions a customer would naturally ask. Length is not a goal; completeness is.
5. Keep URLs short and readable
A URL like /web-design-and-development/ is better than /?p=482. Use lowercase words separated by hyphens and avoid changing URLs once they are published, or redirect the old address to the new one.
6. Link internally with descriptive text
Link related pages to each other using anchor text that describes the destination. “Our SEO services” is more helpful than “click here”. Internal links help visitors and help search engines discover and understand your pages.
7. Optimise images
- Resize images to the size they are displayed and compress them.
- Write alt text that describes the image for people using screen readers.
- Use descriptive file names rather than
IMG_0042.jpg.
8. Add structured data where it fits
Structured data (schema.org markup) helps machines understand what a page is about: your business, an article, a service, a FAQ. It must match what is visible on the page. It does not guarantee special results, but it removes ambiguity.
9. Make it fast and mobile-friendly
Most visits to local business sites happen on phones. Check that text is readable, buttons are easy to tap and pages load quickly. See our explanation of Core Web Vitals for the measurements.
10. Show who is behind the page
Include your business name, location, contact details, and, for articles, an author and date. Real people and verifiable details build trust with visitors and with search systems.
11. Avoid duplicate and thin pages
Do not publish many near-identical pages that differ only by a town name. Each page should earn its place with unique, useful information. Use canonical tags when the same content must exist at more than one address.
12. Measure and improve
Check Google Search Console to see which searches show your page, and improve titles and content over time. Our guide to SEO timelines explains what to expect, and the SEO service page describes how Smartise can help.
Frequently asked questions
What is the difference between on-page and off-page SEO?
On-page SEO covers what you control on your own pages. Off-page SEO covers signals from elsewhere, such as links from other sites, reviews and mentions.
How many keywords should a page target?
Aim for one primary topic per page. A well-written page naturally ranks for many related phrases, so there is no need to repeat a keyword artificially.
Does meta description affect rankings?
It is not a direct ranking factor, but a clear description can improve how often people click your result.
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