If you want your website to show up on Google, there’s one thing you can’t ignore: on-page SEO. Think of it as the foundation of your house—get it wrong, and everything built on top wobbles. But when done right, on-page SEO can skyrocket your visibility and help you connect with the people actively searching for what you offer.
In this blog, we’ll walk through a practical, easy-to-follow on-page SEO checklist. No fluff. Just what you need to get found on search engines.
What Is On-Page SEO and Why Does It Matter?
On-page SEO refers to all the elements you can control on your website to improve your rankings in search engine results. That includes your content, meta tags, URL structure, internal links, and even image optimisation.
Unlike off-page SEO (which relies on backlinks and external signals), on-page SEO is totally in your hands. The better you optimise each page, the more likely it is to rank—and convert.
According to Moz, Google uses hundreds of ranking signals, but a significant chunk are tied directly to on-page elements. So yeah, this stuff matters.
The Ultimate On-Page SEO Checklist
Let’s dive into the must-do steps to make each page search engine-friendly:
Choose the Right Target Keyword
Every page should focus on one primary keyword. Use tools like SEMrush, Ahrefs, or Google’s Keyword Planner to find keywords with decent search volume and manageable competition.
Don’t just guess—use data. And make sure the keyword matches the user intent (informational, transactional, etc.).
Place Keywords Strategically
Once you’ve locked in your keyword, place it in:
- The page title (H1)
- Meta title and description
- First 100 words of your content
- At least one subheading (H2 or H3)
- Image alt tags
- The URL
But avoid keyword stuffing. Google’s smarter than that. Use synonyms and related terms naturally throughout the text.
Write Engaging, Helpful Content
Your content should answer the user’s question better than anyone else. Google’s Helpful Content System rewards websites that create people-first content, not keyword-stuffed junk.
Aim for:
- Clear, scannable formatting (short paragraphs, bullet points)
- Internal and external links to trusted sources
- Original insights or data where possible
- At least 800–1000 words per core page (unless short-form is better for that intent)
Optimise Title Tags & Meta Descriptions
These appear in search results—so make them count.
- Title tags should be under 60 characters and include your keyword.
- Meta descriptions should be under 160 characters and entice the user to click.
Even though meta descriptions aren’t a direct ranking factor, they impact click-through rate (CTR), which indirectly affects your SEO.
Use Clean, Descriptive URLs
Keep your URLs short, readable, and keyword-rich. Avoid using unnecessary stop words like “and”, “the”, or “of” unless they’re essential for clarity. A clean URL structure not only improves user experience but also helps search engines understand the content of your page more effectively.
Add Internal Links (But Not Too Many)
Linking to other relevant pages on your site helps search engines crawl your content and keeps users engaged longer.
A good rule of thumb: 2–5 internal links per 1000 words.
Optimise Images
Don’t let your images slow down your site or go unnoticed by search engines:
- Compress them (use tools like TinyPNG or ShortPixel)
- Use descriptive file names (e.g., on-page-seo-checklist.jpg)
- Add alt text with relevant keywords (but keep it natural)
Use Header Tags Properly (H1, H2, H3…)
Header tags help structure your content. Use one H1 per page (usually your title), and break up sections with H2s and H3s.
This helps users and search engines understand your page better.
Focus on Mobile-Friendliness
Google now uses mobile-first indexing, which means it ranks your site based on how it performs on mobile devices.
Use Google’s Mobile-Friendly Test to check your site. Make sure:
- Text is readable without zooming
- Buttons are easy to tap
- Pages load fast on mobile
Improve Page Load Speed
Fast-loading pages = better rankings and user experience. Use tools like Google PageSpeed Insights to identify what’s slowing your site down.
Quick wins include:
- Compressing images
- Using a fast hosting provider
- Minimising JavaScript and CSS
- Using a caching plugin (like WP Rocket or W3 Total Cache)
On-Page SEO Elements: Quick Comparison
| Element | Importance | Optimisation Tip |
|---|---|---|
| Title Tag | Critical | Include keyword, under 60 characters |
| Meta Description | High | Compelling, keyword-rich, under 160 characters |
| H1 Heading | High | Use exact-match or close keyword |
| Image Alt Text | Moderate | Descriptive and relevant keywords |
| URL Structure | High | Short, clean, and readable |
| Internal Linking | Moderate | 2–5 per 1000 words |
| Content Length | Contextual | Minimum 800 words (longer if topic requires depth) |
Bonus Tips for Extra SEO Juice
- Use schema markup to help Google understand your content (especially for products, events, reviews, etc.). Use tools like Schema.org or Google’s Structured Data Markup Helper.
- Update content regularly. Refreshing your pages tells Google your content is current.
- Add social sharing buttons. While not a ranking factor, they can boost visibility.
Wrapping It Up
On-page SEO isn’t a one-time task—it’s an ongoing process. But this checklist gives you a strong foundation. By getting your keywords, content, and structure right, you make it easier for both search engines and users to find (and love) your site.
Remember: focus on helping users first. Google will follow.
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