On-Page SEO Basics and Best Practices

Anyone who’s looking to rank higher and get more traffic to their website should know the importance of working to improve their SEO. Getting started with SEO can be difficult and time-consuming. There are a lot of different parts for you to keep up with and how to do them correctly can change quickly. 

When Google is ranking your website, it takes three factors into consideration, which are: 

  • On-page SEO 
  • Off-page SEO 
  • Technical SEO

If you’re looking to improve your rankings, a great place to start is with on-page SEO. 

What is on-page SEO?

On-page SEO is the practice of optimizing your web pages to help them rank higher. Included in on-page SEO are content, site structure, and HTML elements. Unlike off-page and technical SEO, your on-page SEO is easily visible to visitors on your site. You could look at any web page and be able to pick out some of the different elements of on-page SEO.  

Why is it important? 

Since your on-page SEO is so noticeable to users, it’s clear to see that you need to get it as perfect as you can. Not only is on-page SEO important for visitors on your website, but search engines also care a lot about it. Making on-page SEO a priority makes it easier for humans and search engines to understand. As a result, you could see an increase in traffic to your website.  Even if your off-page and technical SEO are done right, you might not see much of an impact if you aren’t making an effort to work on any on-page SEO elements. 

Elements of on-page SEO

On-page SEO consists of many different elements that can have an effect on how you rank. An advantage to on-page SEO is that you have more control over each aspect on it, so it’s easy to get right when you understand the basics and best practices.

Page content

Having unique and high-quality page content is one of the most important steps when you’re working on on-page SEO. Content gives your website value. To create content that users want to see, you need to choose relevant keywords and topics. There are many ways you can include content on your website that you might a;ready have, like blog posts, case studies, FAQ, and about pages. 

Best practices

  • Create content that other people will want to link to. 
  • Use keywords naturally and not too often.
  • Write with a specific audience in mind. 
  • Identify with your audience’s problem and provide a solution

Title tags 

One of the first elements someone will see in search engine result pages is your title tag. This should include your keyword and tells search engines and visitors exactly what a page is about. 

Best practices

  • Include your company name in the title.
  • Give each page its own unique title tag. 
  • Try to keep it under 60 characters. 
  • Don’t overuse your keyword. 

Meta descriptions

A meta description gives a small snippet of information to give users more information about your page. Including a meta description won’t automatically improve your ranking, but it can persuade users to click on your website. If you provide a good meta description, it could set you apart from your competition. 

Best practices

  • Keep it under 160 characters. 
  • Make it compelling. 
  • Include your keyword. 
  • Create a unique meta description for each page.  


Using headings H1-H6 help you keep your page organized by breaking it down into sections. This makes it easy for users and search engines to follow what each section is about. Every page should have an H1 to indicate the page topic, and then you can break it down more as you need to. 


Best practices 

  • Use your keyword once in the H1.
  • Make the topic of each section clear in the heading.
  • Use H2-H6 if you have multiple topics through the page. 

Internal linking

When you’re creating content, it’s important for you to link internally to other pages on your website. By providing links to other pages that users might find helpful, they’ll have a reason to stay on your website longer. Internal linking also shows search engines other pages that you think are important for them to crawl.

Best practices 

  • Link to your most important pages.
  • Select relevant anchor text. 

Image alt text

When you include images throughout your website, you need to include alt text to go along with them. This tells search engines what your images are about. Alt text is an important addition for anyone using a screen reader so that they can also understand what the image is about. 

Best practices 

  • Create accurate descriptions. 
  • Keep it under 125 characters. 
  • Try to include the keyword once. 

URL structure

A good URL should be easy for humans and search engines to read and understand. Your URL structure should also use a consistent hierarchy to keep all of your pages organized as you build more. 

Best practices 

  • Make it relevant to the page.
  • Use hyphens to separate words. 
  • Have set categories and subcategories. 
  • Remove stop words. 

Structured markup 

By including a structured markup of your pages, you can tell search engines exactly what each page is about. When you use a structured markup, you have the chance to get a rich snippet to give more information to users.  

Best practices


To get on-page SEO done correctly, you need to be willing to put in time and effort. SEO might seem overwhelming, but implementing some of the best practices for on-page SEO is something you can have a lot of control over. 

If you’re looking to get expert services to improve your on-page SEO, contact us today!

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