On-page SEO: everything you optimise on the page itself

On-page SEO is everything you optimise on the page itself in order to rank higher: the right keyword, a strong title, clear headings, good content and smart links. It is the layer you have the most control over. In this article you get the complete on-page checklist, from keyword to internal links.

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What is on-page SEO?

SEO broadly falls into three parts. Technical SEO makes sure Google can read your site. Off-page SEO, such as backlinks, builds authority. And on-page SEO, in short, is everything you arrange on the page itself to be relevant and clear.

On-page is the layer where you make an impact fastest, because you have full control over it. No waiting for Google or for other sites. If you want the full theory behind it, Ahrefs’ explanation of on-page SEO gives a thorough overview.

The on-page checklist at a glance

Work through these points for every important page. Below we break them down one by one with a concrete approach, an example and the mistake we see most often in practice.

Start with keyword and intent

On-page SEO does not start with writing, but with knowing what you are aiming at. Which keyword, and which search intent sits behind it? Does the searcher want to learn, compare or buy?

How to approach it: pick one main keyword per page and look at the current top 10 in Google. Those results show which type of page Google expects for that keyword. Only once that is clear do you choose the right page type and the right content. How to find the right words is covered in our article on keyword research.

Example: for “on page seo”, explainer and checklist pages appear, not product pages. The intent is therefore informational, and that is what you align the content with.

Common mistake: letting two pages target the same keyword. They then compete with each other (keyword cannibalisation) and both weaken their position.

A strong title and meta description

Your title and meta description are your shop window in the search results. They help determine whether someone clicks. See the separate explanation of the title tag and meta description for the full approach.

How to approach it: put the main keyword at the front of the title, keep the title around 60 characters and the description around 155 characters, and write the description as a short promise, not as a list.

Example: “On-page SEO: the checklist for better pages” is more concrete and more clickable than a vague “SEO tips”.

Common mistake: pasting the same title onto multiple pages, or leaving the description empty so Google shows a random snippet of text itself.

A logical heading structure

One H1, below it H2s that answer the reader’s question, and where needed H3s that zoom in further. A good heading structure makes your page scannable for the reader and readable for search engines.

How to approach it: use the H1 for the main topic and let every H2 answer a sub-question. Work relevant keywords into the headings naturally, but do not force anything.

Example: on this page every on-page element is its own H2, so a reader can jump straight to “URL structure”.

Common mistake: choosing headings based on how they look instead of what they mean, for example using an H3 because it looks smaller. Use the hierarchy for meaning, not for styling.

Content and keywords that genuinely engage

Technology and structure open the door, content wins the race.

Content ultimately ranks for one reason: because it is genuinely valuable to the user and engagement is high. People read it, stick around and come back.

So write for your visitor, not for Google. That aligns with what Google itself advises about helpful content: give the answer someone is looking for quickly.

How to approach it: cover the search intent fully and work related terms in naturally. Give the answer first, explain afterwards. How to do that is covered in SEO copywriting.

Example: a checklist article that works out every point with an example helps the reader further than a page that only lists the terms.

Common mistake: stuffing keywords (keyword stuffing). Google does not reward density, but completeness and clarity.

Internal links

Internal links connect your page to related content and to your main page. They give Google context about how your pages hang together and give the reader a logical next step. See the explanation of internal links.

How to approach it: link from your content to related pages with descriptive anchor text that names the topic. Also point to the main page of your cluster.

Example: linking from this page to search intent and technical SEO helps the reader go deeper and shows Google the connection.

Common mistake: anchor texts like “click here” or “read more”. They say nothing about the destination, so you waste a relevance signal.

Optimised images and alt text

Images support your content, but only if they load fast and can be described. Alt text makes them accessible to screen readers and readable for search engines.

How to approach it: compress visuals to a small file size, use a modern format and give every image alt text that describes what is on it.

Example: alt text such as “chart showing a rise in organic traffic over three months” is useful; “image1.jpg” is not.

Common mistake: cramming the keyword into every alt text. Describe the image honestly; that helps both the user and your findability.

URL structure

A short, readable URL reveals the topic before anyone clicks and is easier to share.

How to approach it: keep the URL short, use the main keyword, separate words with hyphens and avoid unnecessary parameters or dates.

Example: /en/blog/on-page-seo/ is clearer than /en/blog/article?id=8823.

Common mistake: changing a published URL later without a redirect. You then lose the authority that address has built up.

Schema markup

Schema markup is structured data that helps search engines understand your content and sometimes display it more richly, for example with an FAQ or ratings. See the explanation of schema markup.

How to approach it: add the schema type that fits your page, such as FAQ or Article, and check it with a validation tool.

Example: FAQ schema on a page with frequently asked questions can show those questions directly in the search results.

Common mistake: adding markup for content that is not visible on the page. That goes against the guidelines and can earn you a manual action.

Common mistakes in on-page SEO

In practice we see the same stumbling blocks come back again and again:

• Optimising without intent. Pumping a page full of a keyword while it does not match what the searcher wants.
• Writing for Google instead of for the reader. That leads to thin, padded texts that get little engagement.
• Seeing on-page as an end point. Rankings are not a goal in themselves. Without a conversion path they deliver no leads.
• Isolated pages with no connection between them. No internal links means no context and no path for the visitor.
• Setting elements once and forgetting them. On-page is maintenance: intents shift and competitors improve their pages.

If you want to check systematically where your site needs improvement, an SEO audit helps map these points out.

On-page is only one pillar

On-page SEO is powerful, but works best together with technology and authority. You will find the three pillars in our article on what SEO is and in ranking higher on Google.

From better pages to more leads

On-page SEO is not a goal in itself. The goal is more leads. Strong pages do not just attract traffic, they also convert visitors through a good conversion rate.

That is how a strong SEO approach at Gom Nederland delivered 400% more daily visitors within 66 days.

For the official principles we are happy to refer you to the SEO documentation from Google Search Central, the primary source on how search engines understand and assess pages.

Frequently asked questions

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

On-page SEO is everything you arrange on the page itself, from keyword and title to content and internal links. Off-page SEO happens outside your site and revolves mainly around authority via backlinks. On-page is entirely in your own hands, off-page is built up via other sites.

How many keywords should I use per page?

Start from one main keyword and the search intent behind it. Related terms are welcome, but only where they fit naturally. In practice we see that completeness and clarity rank better than a high keyword density.

How often should I review on-page SEO?

On-page is maintenance, not a one-off task. Review your most important pages at least a few times a year, and certainly when rankings drop or the competition improves their content. A periodic SEO audit makes clear where the gains are.

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