Achieving a top Google ranking isn’t about luck—it’s about putting in the effort. Websites enjoying that coveted top spot on the search results page (SERP) have a secret weapon: a lot of behind-the-scenes work.

This work is known as SEO, and it can become second nature once you understand it. In this guide, we’ll simplify on-page SEO into clear, actionable steps, making it achievable for you. Ready to boost your website’s ranking and attract more visitors? Let’s dive in!

Contents

• What is on-page SEO?
• On-page SEO vs off-page SEO
• The 11-point on-page SEO checklist
• On-page SEO checkers
• On-page SEO templates

What is on-page SEO?

On-page SEO involves optimizing specific web pages to improve their search engine ranking for relevant keywords. These optimizations, some visible and others working behind the scenes, aim to attract more targeted traffic. Optimizing more pages strengthens your overall SEO strategy.

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On-page vs off-page SEO

Let’s revisit the basics of SEO to differentiate between on-page and off-page SEO. SEO has three main categories:

• On-page SEO: Directly optimizes your target page by enhancing its content and incorporating keywords.
• Off-page SEO: Focuses on actions taken outside your target page, like backlinking, social media promotion, and guest posting, to boost its ranking.
• Technical SEO: Deals with your website’s code, sitemap, speed, security, structured data, and other technical aspects.

These categories are interconnected, as illustrated by the overlapping circles. High-quality content (on-page) is essential for attracting backlinks (off-page), while compressing images (on-page) enhances page speed (technical).

On-page SEO checklist

This post provides a comprehensive guide to on-page SEO, but since it’s a detailed process, here’s a quick overview:

1. Keyword research
2. Content quality
3. Keyword placement
4. Images
5. Title
6. Headings
7. Meta description
8. URL
9. Links
10. Technical
11. Content freshness

We’ve also created a video version of this post!

1. Keyword research

Keyword research is paramount. You need to know your target keywords before proceeding with any other step. We have a comprehensive guide on keyword research, but here are some pointers:

• Blog posts are ideal for keyword targeting and on-page SEO.
• Utilize keyword research tools to identify keywords with a good search volume and low competition.
• Focus on one keyword or theme per page. For instance, this post targets “on-page SEO,” “on page seo checklist,” and “what is on page seo” as a single theme to avoid competing against itself in search results.

• Search your keywords on Google. Your page won’t rank if its content doesn’t align with the search intent of your target keyword, even if you follow all other steps perfectly.

2. Content quality

Google penalizes low-quality content that appears Google defines thin content, such as auto-generated text, thin affiliate pages, scraped content, and doorway pages. However, even if your content doesn’t fall into these categories, it might still lack substance. The key is to provide “value.” To rank for your target keywords, your content should be:

• Trustworthy: Accurate information that fulfills the headline’s promise.
• Useful: Provides the information users are looking for when they search for your target keyword.
• Actionable: Explains not just the “what” but also the “how,” even if it involves linking to an external resource.
• Readable: Well-structured, scannable with clear headings, written in a natural tone, and broken up by images, bullet points, quotes, and other visual elements.
• Adequate length: Aim for at least 1,500 words for blog posts. Hubspot suggests 2,100-2,400 words based on the average length of its top-ranking posts but acknowledges that a third of these posts are shorter than 1,500 words. We delve deeper into blog post length in this article.
• Free of fluff: Avoid using excessive words to convey simple ideas. See the comparison below:

121 words of empty, robotic text with no valuable information vs 44 words of concise and informative content

3. Keyword placement

Naturally incorporating your target keyword and related LSI keywords within your content is ideal. However, strategically placing your target keyword in specific areas is crucial. These include:

1. Page title: The title displayed on the page itself.
2. Title tag: The title that appears in search results.
3. First 100 words: Include the keyword organically within the opening paragraph.
4. Headings: Ideally, incorporate it into at least two H2 headings.
5. Meta description: The brief summary of your page displayed in search results.
6. Image alt text: The text alternative describing an image.
7. Image file name: Use descriptive file names containing your target keyword instead of generic labels like “Screenshot-1” or “chart.”

Click to enlarge Don’t worry if you find this list overwhelming—the following sections will provide a detailed explanation of each element.

4. Images

Images alone contribute to on-page optimization by engaging readers and increasing time spent on a page, a factor that influences ranking. However, there’s more to image optimization than meets the eye. Here’s a checklist for optimizing your images:

• Optimize for speed: Resize images to match the page width (your site might automatically resize them, but this still burdens the server), and compress them to reduce file size without compromising quality. (I recommend tinypng.com for its speed, free service, and adorable panda logo.) Consider a content delivery network (CDN) for larger websites with numerous images.
• Add alt text: This text alternative describes the image to search engines and screen readers for visually impaired users. Include your target keyword in the alt text to indicate the image’s relevance.
• Convey value: Utilize images, such as graphs, screenshots, and even custom illustrations, to clarify concepts and enhance the value of your content (how to use Canva here!).
• Don’t replace text with images: While alt text is helpful, it’s limited to a few words. When using images to convey information related to your target keyword, ensure the same information is present in the body text.
• Optimize file names: Incorporate your target keyword in the image file name when uploading it. Replace spaces with dashes or underscores to maintain a clean and trustworthy appearance, potentially impacting your image ranking in image search results.

WordPress view of alt text, file name, file size, and dimensions. In the main image of this post, I’ve optimized it for “on-page vs off-page SEO.” The alt text reads “comparison of on-page vs off-page vs technical SEO,” the file name is “technical-vs-on-page-vs-off-page-seo.png,” and the image is both compressed and resized.

5. Title

Web pages have two types of titles:

• Title tag: This title, also known as the meta title or SEO title, appears in search results. An ideal title tag is under 60 characters and incorporates your target keyword. Place the keyword at the beginning to prevent truncation on smaller screens.
• H1 tag: This is the title visible to readers on the page. While you have more flexibility to be creative and convey value here, it’s still recommended to include the target keyword. Your title tag and H1 tag can be identical, but having the option to differentiate them is beneficial. A strong headline is crucial for on-page SEO because it influences click-through rates. A good headline should:
• Convey value. What benefits will readers gain? “7 Yoga Poses to Try Today” is less enticing than “7 Yoga Poses That Improve Sleep,” which highlights a specific benefit.
• Avoid overpromising. Don’t mislead readers by using titles like “Ultimate Guide” if the content doesn’t deliver or by copying top-ranking pages without offering similar content.
• Be descriptive. While “Services” might suffice as a website page title, it’s too vague for search results. A more specific title like “Affordable Norfolk Landscaping Service Packages” is preferable.
• Be interesting. This doesn’t mean resorting to excessive capitalization, exaggerated language, or exclamation points! Use impactful words like “supercharge” instead of generic terms like “improve.” These 88 headline examples offer inspiration and guidance.

Concise, SERP-friendly title tag on the left; longer, more on-brand H1 title on the right (for a post that delivers on its promise).

6. Headings

Headings structure your content into distinct sections and subsections, providing readers with a clear hierarchy. Google relies on this hierarchy to understand the relevance of your content to your target keyword, but it can’t interpret font size and weight like humans. Instead, it relies on HTML tags. Six types of heading tags are available. Content Management Systems (CMS) like WordPress and SquareSpace usually offer a dropdown menu for heading tags within their editors (allowing you to customize their appearance), but you can also add them manually using HTML.

• represents the page title; each page should have only one H1 tag.

• designates the main sections of your content. A well-optimized page could have 2 to 22 H2 tags depending on content length, but always aim for at least two that contain your target keywords—one within the main body and another in the conclusion.

• further divides H2 sections into subtopics. Use them as needed without forcing them or worrying about keyword inclusion.

• to

  These tags offer minimal SEO value, and excessive use might hinder readability. While I occasionally utilize H4 tags, it’s infrequent.

Heading tags enable Google to display your page in results for more specific queries related to your content, increasing your chances of appearing on the first page. Always ensure your headings are descriptive, allowing readers to grasp the page’s essence by simply skimming them.

7. Meta description

The meta description, a concise summary displayed below the title in search results, acts as an advertisement for your page. A well-crafted meta description entices users to click by assuring them that your page provides the information they seek. Here’s a checklist for writing effective meta descriptions:

• Limit the length to 155-160 characters.
• Include your target keyword and related keywords if relevant.
• Use action-oriented language and communicate benefits. For example:
  • Instead of: “This post lists power words and alternative versions of common words to enhance your marketing materials,”
  • Try: “Write more impactful marketing copy with this list of 350+ power words and phrases—perfect for emails, blogs, social media, ads, and more!”

Google might not always use your provided meta description, sometimes generating its own based on the search query and your content. That’s why using relevant heading tags is essential. Remember that meta descriptions also appear in preview snippets on social media platforms. Get a free, fast, on-page SEO audit with our free Website Grader!

8. URL

While most CMS platforms auto-generate URLs for your pages (often using the page title or a series of numbers), it’s crucial to edit them to:

• Incorporate your target keyword.
• Replace spaces with dashes.
• Keep it concise. In most cases, the keyword itself is sufficient.

Would you trust and click a URL like https://localiq.com/post-2844?

9. Links

On-page SEO involves two types of links: internal links and external links (also known as backlinks). We provide valuable insights on linking in our 10-step SEO audit, but here are the fundamentals:

External links

These links direct users to external websites. A best practice for on-page SEO is to link to relevant pages on reputable websites with high domain authority, which helps establish trust with Google. Brian Dean recommends linking to at least three high-quality domains in his SEO techniques post.

Internal links

These links connect your page to other pages within your website. Not only should your page contain internal links, but other pages on your site should also link back to it. In all cases, anchor text should be relevant to the linked page and include its target keyword. This improves user experience and boosts your chances of ranking higher (learn more about keyword mapping).

10. A *few* technical optimizations

While this is not a technical SEO guide, remember that different SEO categories are interconnected. Let’s examine some technical aspects that, though usually pre-configured, might require occasional troubleshooting if your page underperforms:

• Mobile-friendliness: Your entire website should have a responsive design, adapting to different screen sizes, but some elements might require attention. Double-check the display of embedded videos, tables, and other elements on mobile devices.
• Crawlability: Your page needs to be indexed to rank, and it must be crawlable to be indexed. If your website appears in search results, it’s indexed. However, individual pages or blog posts might get accidentally de-indexed. If a page experiences unexpectedly low traffic, verify its indexing status in your CMS settings. If indexing is enabled, troubleshoot further using Search Console.
• Social share buttons: Usually implemented site-wide through plugins, these buttons simplify content sharing. Ensure the plugin doesn’t negatively impact your website’s speed.
• Page speed: Page speed is a crucial ranking factor, and large images aren’t the only culprit. Utilize PageSpeed Insights to analyze individual page speeds. Both tools provide recommendations for improvement if your score is poor.

11. Content freshness

While the significance of content freshness depends on the query, regularly updating your pages is crucial for maintaining their value. We have a comprehensive content refresh checklist, but here are some quick updates you can implement:

• Add or update existing information.
• Incorporate links to new content and fix broken links.
• Replace outdated images (especially graphs and platform screenshots).
• Verify if the search intent for your target keyword has changed.

Free on-page SEO checkers

Achieving a high Google ranking requires considerable effort for every page on your website. Fortunately, on-page SEO checkers can assist you.

• SEO tools: Free trials of tools like Ahrefs and Semrush offer comprehensive website audits, covering on-page, off-page, and technical SEO factors. These are ideal for SEO professionals familiar with analyzing data and interpreting results.
• WordPress plugins: Notably, Yoast analyzes your content’s readability and keyword targeting, providing a score and suggestions. However, take these suggestions with a grain of salt.
• Website graders: These tools cater to beginners. LOCALiQ’s Free Website Grader provides user-friendly reports, explaining results clearly and prioritizing action items.

Click _Use the free LOCALiQ Website Grader to receive a similar report for your website.

On-page SEO templates

To simplify your workflow, we’ve created some helpful templates.

On-page SEO checklist template

This customizable checklist template is available in printable format or as a Google Doc that you can copy and use when publishing pages or conducting content audits.

Click to enlarge | Make a copy of this Google Sheet template

SEO blog post templates

These templates will guide you in creating high-quality, keyword-optimized content. Here’s a sample:

Explore our free blog post templates.

Drive website traffic with effective on-page SEO

As you’ve learned, on-page SEO requires dedication and effort, but the rewards are worth it. By consistently implementing these strategies, you’ll simplify the process and attract more visitors to your website. Here’s a recap of the key on-page SEO steps:

1. Conduct thorough keyword research, targeting one keyword or theme per page.
2. Create informative, well-structured, actionable, and in-depth content centered around your chosen keywords.
3. Strategically place your keywords in the title, headings, images, meta description, URL, and within the first 100 words.
4. Optimize images by compressing and resizing them and incorporating keywords in the alt text and file name.
5. Use a compelling, benefit-driven title that includes your target keyword.
6. Structure content using descriptive headings, including your keyword in at least two H2 tags.
7. Write a concise, benefit-focused meta description that includes your target keyword.
8. Incorporate 1-3 external links to reputable websites and relevant internal links.
9. Create short, descriptive URLs with dashes separating words and include your target keyword.
10. Ensure mobile compatibility, fast page speed, and proper indexation.
11. Regularly update and refresh page elements to maintain content freshness.