On-page SEO is the work done on a page itself so it can rank for what it is meant to rank for: what it targets, how it is structured, what it covers, and how it connects to the rest of the site. It excludes server-level technical work and off-site factors.
It is the part of SEO most often done badly through over-application. Pages get optimised for keyword density rather than for the question the searcher asked, and end up worse than before.
What on-page work covers
Target and intent
The first decision is what the page is for, and it is the one most often skipped. A page targeting a query whose results are all comparison guides will not rank as a service page, however well written.
- One primary query per page, with supporting variations subordinate to it.
- Page type matching what the results actually reward for that query.
- Ownership settled so the page does not compete with your own, via keyword mapping.
Title and meta description
- Titles should be descriptive and specific rather than keyword-stuffed.
- Front-load what distinguishes the page, since titles truncate.
- Meta descriptions do not affect ranking but strongly affect click-through, so write them as copy rather than as keyword fields.
- Both should match the page. Overstating what the page delivers increases bounce.
Headings and structure
- One H1 describing the page, matching what the reader is looking for.
- H2s marking genuine sections, not repeating the keyword in variations.
- A structure that answers the query early rather than after a long preamble.
- Sections a reader can scan to find the part they came for.
Content depth
Depth means covering what the query needs, not reaching a word count. The useful test is comparative: what do the pages currently ranking answer that yours does not?
- Answer the primary question in the opening, not the fourth section.
- Cover the follow-up questions the reader will have next.
- Include specifics, examples and figures where they apply. Generalities are what everyone else has.
- Remove padding. Length added for its own sake weakens a page.
Internal links
Links from the page to related pages, and from related pages to it, expressed with descriptive anchors. Covered in full under internal linking services.
Images and media
- Descriptive alt text written for accessibility first, which serves search adequately as a by-product.
- Compressed and correctly sized files, since images are usually the largest weight on a page.
- Filenames that describe the image rather than carrying a camera serial number.
What over-optimisation looks like
- The same phrase repeated in the title, H1, first sentence and every H2.
- Awkward phrasing preserved because it matches a keyword exactly.
- Text added to reach a word count, diluting what the page actually says.
- Every internal link using identical exact-match anchor text.
- FAQ blocks appended to pages that have no genuine follow-up questions.
Each of these makes a page worse for readers, and readers are what the ranking is trying to predict.
Frequently asked questions
How long should a page be?
As long as the query requires. Compare against what currently ranks rather than against a target. A short page that answers the question completely beats a long one that buries it.
How many times should the keyword appear?
There is no number worth targeting. Write naturally about the subject and the terminology appears on its own. Counting occurrences is a habit from an era that has passed.
Do meta descriptions affect rankings?
Not directly. They affect click-through, which matters commercially. Write them as advertising copy for the page rather than as a place to repeat keywords.
Should every page have an FAQ section?
Only where genuine follow-up questions exist. Appending FAQ blocks for markup eligibility adds thin content, and answering questions that belong to another page creates overlap with it.
Consulting CTA
If your pages are well written but not ranking, book an SEO consultation to review targeting, intent match and structure against the pages currently ranking.