Learn On-Page SEO Basics (2025)
When it comes to climbing the ranks on Google, On-Page SEO accounts for over 50% of your success. Everything on your website including your content, its structure, and the technical details, determine how well you perform in search results.
Off-page SEO covers the other half, which we’ll explore in a future post. For now, let’s zero in on On-Page SEO, the part you can tweak and perfect today.
This guide dives deep into On-Page SEO, unpacking everything from keyword research to technical tweaks. You’ll also learn how tools like Google Analytics can sharpen your SEO strategy with actionable insights.
What Is On-Page SEO?
On-Page SEO refers to optimizing individual web pages to rank higher and attract more relevant traffic from search engines. It spans your content, the way it’s presented, and the technical framework supporting it all.
Key elements include keyword research, title tags, meta descriptions, headings, content quality, URL structure, image optimization, mobile-friendliness, page speed, and technical enhancements like schema markup, JASON-LD and more.
We’ll walk through each one step by step.
Step 1 - Keyword Research and Targeting
Optimizing a page starts with knowing what to target. Keyword research helps you pinpoint the terms your audience searches for, letting you craft content that matches their intent.
Tips for Keyword Research
Focus each page on one primary keyword to keep it clear and relevant. While secondary keywords might rank too, a single focus sharpens your On-Page SEO efforts.
Lean into long-tail keywords—specific phrases like “best organic dog food in Seattle” instead of just “dog food.” These are less competitive and often drive better conversions.
Peek at your top competitors. Tools like Ahrefs, SEMrush, or Google’s “People Also Ask” section reveal gaps you can fill.
Want more? Our keyword research video breaks it down further.
(watch at the top of this post)
Step 2 - Title Tags and Meta Descriptions
Title tags and meta descriptions greet users in search results and tell Google exactly what your page’s focus is.
Best Practices
Weave your target keyword into both the title and meta description.
Beyond that, craft them to spark clicks—think engaging, not robotic. Keep titles under 60 characters and meta descriptions under 160 characters to avoid cutoff.
Pro Tip: submit these manually instead of letting Google guess. It speeds up indexing and lifts your On-Page SEO game.
Step 3 - Optimize Headings and Buttons
Headings and buttons shape user experience and signal relevance to search engines, making them sneaky On-Page SEO powerhouses.
Headings
Your H1 tag serves as the main headline. Include your keyword here and limit it to one per page. Subheadings like H2 and H3 break up text and sprinkle in keyword variations naturally. Try to include your target keyword in the headings, but don’t force it.
You should include your target keyword where it is intuitive, always.
Buttons
On landing pages, slip your keyword into button text.
For example, try “Buy Organic Coffee Beans” instead of just “Buy Now.” Actionable phrasing pushes users to click, boosting engagement and On-Page SEO signals.
Step 4 - Content Optimization
Content fuels On-Page SEO. Quality, relevance, and structure all matter.
How to Optimize
Include your keyword naturally throughout content, especially in the first 100 words.
Bold it once or twice where it fits to make an impact.
Link internally to at least two other pages on your site and externally to two trusted sources. Set external links to open in new tabs to keep your website open.
Spice up your content with images, videos, or infographics. Optimize these with keyword-rich file names and alt text (more on that soon).
Step 5 - URL Structure
Clean, descriptive URLs scream On-Page SEO excellence. Include your keyword and skip the clutter.
Think www.example.com/best-vegan-protein-powder over www.example.com/product?id=789.
Short and sweet wins. Just take your time to adjust your URL.
Step 6 - Image Optimization
Images can increase the user experience and add value to your website’s content, but it can also drag your site down if mishandled. Proper On-Page SEO fixes that.
Image Optimization Tips
Compress files with tools like TinyPNG to shrink load times without losing quality.
Rename images with your keyword before uploading—like “on-page-seo-tips.jpg.”
Add alt text that describes the image and includes your keyword.
It’s a win for accessibility and rankings!
Step 7 - Mobile Optimization
Google prioritizes mobile-first indexing, so On-Page SEO must include optimizing the mobile version of your website for all devices.
Steps to Take
Consider Accelerated Mobile Pages (AMP) for lightning-fast mobile loading. Test your site’s responsiveness across devices. Streamline navigation for thumb-friendly browsing. A mobile-optimized site is not optional… it’s essential.
Most website building platforms enable you to view, edit, and optimize the mobile version of your website. Just make sure you take the time to explore your options to optimize your website’s mobile view.
Pro Tip: Actually test your website using your own smartphone and find opportunities to improve the experience!
Step 8 - Page Speed Optimization
Slow pages tank rankings. Page speed is a core On-Page SEO factor, and Google PageSpeed Insights can spotlight fixes.
Quick Wins
Compress images as noted earlier.
Minify CSS, JavaScript, and HTML to shed excess code.
Pick a speedy host like SiteGround or WP Engine.
Faster sites keep users happy and search engines impressed.
Step 9 - Technical SEO
Technical On-Page SEO ensures search engines can crawl and index your site effortlessly and without doubt. That’s about it.
Must-Haves
Add schema markup to clarify your content’s meaning for rich snippets.
Submit a sitemap via Google Search Console to cover all pages.
Use JSON-LD for structured data—it’s clean and effective.
Technical SEO is less important than it used to be, but it’s still important if you’re attempting to rank #1 on Google. Most website platforms will include more complex technical SEO items such as your sitemap.xml, schema markup, and JSON-LD code. If you’re using WordPress, just find an SEO plug-in and you should be set.
Step 10 - Analyze and Adjust with Google Analytics
Data drives On-Page SEO success.
Google Analytics reveals what’s working and what needs work. It’s also our favorite tool for analyzing SEO and website performance in general.
Metrics to Watch
Track bounce rate—users leaving after one page.
Check time on page for engagement clues.
Monitor click-through rate (CTR) from search results.
Study traffic sources to see where visitors come from.
Adjust based on what the numbers tell you.
Final Thoughts - The Little Things Matter
On-Page SEO is all about the details.
We call it: “Crossing your T’s and dotting your I’s”.
A keyword in a button, a trimmed image file, or a snappy title can nudge you from #5 to #1. Follow these steps, and you’ll build a site that search engines love and users stick around for.
And don’t forget that SEO takes patience and persistence. Results grow over time with consistent effort. Nail On-Page SEO now, and you’ll outpace competitors down the road.
FAQs
What is On-Page SEO and why is it important?
On-Page SEO refers to optimizing individual web pages to rank higher and attract more relevant traffic from search engines. It's crucial because it accounts for over 50% of your SEO success, covering everything on your website including content, structure, and technical details.
How do I conduct effective keyword research for On-Page SEO?
To conduct effective keyword research, focus on one primary keyword per page, target long-tail keywords, and analyze your competitors. Use tools like Ahrefs, SEMrush, or Google's "People Also Ask" section to identify gaps and opportunities.
What are some key elements of On-Page SEO?
Key elements of On-Page SEO include keyword research, title tags, meta descriptions, headings, content quality, URL structure, image optimization, mobile-friendliness, page speed, and technical enhancements like schema markup and JSON-LD.
How can I optimize my content for On-Page SEO?
To optimize your content, include your target keyword naturally throughout, especially in the first 100 words. Use internal and external links, incorporate multimedia elements, and ensure your content is high-quality and relevant to user intent.
What role does page speed play in On-Page SEO?
Page speed is a critical On-Page SEO factor. Slow pages negatively impact rankings and user experience. To improve page speed, compress images, minify code, and choose a fast hosting provider. Use tools like Google PageSpeed Insights to identify and implement specific improvements.
