On-Page SEO: The Beginner's Guide (Updated for 2025)

What is On-Page SEO?

On-page SEO refers to the process of optimising individual web pages to improve their search engine rankings and drive relevant traffic. Unlike off-page SEO, which involves external factors like backlinks, on-page SEO focuses on elements within your website that you can directly control.

Key On-Page SEO Elements

1. High-Quality, Optimised Content

Content remains the foundation of effective on-page SEO. Search engines prioritise pages that offer value, relevance, and a positive user experience.

• Keyword Research and Usage:
  • Identify the right keywords:
    • Start by thinking about the terms your potential customers would use when searching for your products or services.
    • Use tools like Google Keyword Planner, Ahrefs, or Ubersuggest to find search terms with high relevance and manageable competition.
    • Focus on a mix of short-tail (broad) and long-tail (specific) keywords that reflect different stages of the customer journey.
  • Put it into action:
    • Use your target keyword(s) in the first 100 words of your content
    • Don't use your keywords too much — stick to no more than 1-2 times per 100 words
• E-A-T Principles: Google evaluates Expertise, Authoritativeness, and Trustworthiness when ranking content. To build E-A-T:
  
  • Cite reputable sources.
  • Include author bios with credentials.
  • Keep content updated and factually accurate.
• Content Structure: Use clear headings (H1, H2, H3) to organise content logically. This improves readability and helps search engines understand page structure.
• Multimedia Elements: Enhance engagement with relevant images, infographics, and videos. Make sure images are optimised for fast loading and include descriptive alt text for accessibility and SEO.

2. Title Tags and Meta Descriptions

These HTML elements play a vital role in improving click-through rates (CTR) and search visibility.

• What Are Title Tags?
  • A title tag is the clickable headline that appears on search engine results pages (SERPs). It should accurately describe the page’s content and encourage users to click.
  • Best Practices for Title Tags:
    
    • Keep them under 60 characters to prevent truncation.
    • Place primary keywords near the beginning.
    • Make them compelling—think of them as ad copy for your webpage.
• What Are Meta Descriptions?
  • A meta description is a short text snippet (150–160 characters) displayed below the title in SERPs. It provides a summary of the page's content and should entice users to click.
  • Best Practices for Meta Descriptions:
    
    • Write a clear and engaging summary.
    • Include a call to action (e.g., "Learn more about…").
    • Use keywords naturally to align with user intent.

3. URL Structure

SEO-friendly URLs contribute to better rankings and user experience.

• What Makes a Good URL?
  
  • Short and descriptive (e.g., yourwebsite.com/seo-guide instead of yourwebsite.com/article?id=1234).
  • Use hyphens (-) instead of underscores (_).
  • Include target keywords naturally.
  • Avoid unnecessary words or numbers.

4. Internal Linking Strategy

Internal links are links that connect one page on your website to another within the same domain. They help users navigate your website and assist search engines in understanding the structure of your content.

• Why Internal Linking Matters:
  
  • Guides users to relevant content, increasing time on site.
  • Helps search engines understand your site's structure and hierarchy.
  • Spreads page authority (ranking power) across your website.
• Best Practices:
  
  • Link to related pages naturally within the content.
  • Use descriptive anchor text (e.g., "Learn more about SEO best practices" instead of "click here").
  • Regularly audit for broken or excessive links and update them.

5. Mobile-Friendliness and Core Web Vitals

Google prioritises mobile-first indexing, meaning your site must be optimised for mobile users. This is because the majority of web traffic now comes from mobile devices rather than desktops, making mobile usability a critical ranking factor.

• How to Ensure Mobile Optimisation:
  
  • Use responsive design, which automatically adjusts your website layout to fit different screen sizes, from desktops to tablets and smartphones.
  • Avoid intrusive pop-ups that disrupt user experience.
  • Make text large enough to read on small screens without zooming.
• Core Web Vitals: Google measures three key metrics:
  
  • Largest Contentful Paint (LCP): How fast your page loads.
  • First Input Delay (FID): How quickly the page becomes interactive.
  • Cumulative Layout Shift (CLS): Ensuring elements don’t shift unexpectedly.
  • Check performance using Google PageSpeed Insights.

6. Page Experience and UX Signals

User experience (UX) is a major factor in SEO because Google aims to provide the best possible results to users. A site that is difficult to navigate, slow, or full of intrusive ads will likely see lower rankings.

• What Contributes to a Good User Experience?
  
  • Fast loading times achieved through caching, a content delivery network (CDN), and image compression.
  • Clear, easy-to-use navigation menus that help users find information quickly.
  • Avoiding intrusive pop-ups and excessive ads that frustrate users.
  • A clean, visually appealing layout that keeps users engaged.

7. Schema Markup (Structured Data)

Schema markup is a type of code (often in JSON-LD format) that helps search engines understand the content of your pages more clearly. It allows for enhanced search results, known as rich snippets, which can improve click-through rates.

• How to Use Schema Markup:
  
  • Add structured data to highlight specific content types, such as reviews, FAQs, products, events, and articles.
  • Use Google’s Structured Data Testing Tool to validate markup and check for errors.
  • Implement schema via JSON-LD, the recommended format by Google, in your site's HTML.

8. Image Optimisation

Search engines cannot “see” images, so proper optimisation is essential.

• How to Optimise Images:
  
  • Use descriptive file names (seo-tips-guide.jpg instead of IMG001.jpg).
  • Add alt text that describes the image for accessibility and SEO.
  • Compress images using WebP or JPEG to reduce file size and improve load speed.

9. HTTPS and Website Security

Security is a ranking factor. Google prioritises secure websites with HTTPS encryption.

• How to Secure Your Website:
  
  • Obtain an SSL certificate to encrypt data.
  • Regularly update website software and plugins to prevent vulnerabilities.
  • Use strong passwords and two-factor authentication.

Common On-Page SEO Mistakes to Avoid

1. Keyword Stuffing: Overloading content with keywords harms readability and rankings.
2. Duplicate Content: Avoid publishing duplicate pages, as this can lead to ranking penalties.
3. Ignoring Meta Tags: Missing or poorly written title tags and meta descriptions can reduce CTR.
4. Slow Loading Pages: A sluggish site leads to high bounce rates and lower rankings.
5. Broken Links: Regularly check for and fix broken links to maintain a smooth user experience.

Conclusion

On-page SEO is an essential component of digital marketing success. By implementing these updated best practices—focusing on quality content, user experience, and technical optimisation—you can improve your site’s visibility and rankings in search results. Keep track of algorithm updates and continue refining your SEO strategies for long-term success.

By staying informed and proactive, you’ll ensure your website remains competitive in an ever-changing SEO landscape.

And if you’re looking for a full SEO strategy to boost your keyword rankings, use the form below to contact us today to speak with one of the SEO Specialists at Activate.