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On page SEO, the complete guide for your success in 2021

On page SEO, the complete guide for your success in 2021

On page SEO, the complete guide for your success in 2021. Follow our recommendations and Google will simply love your website.

With proper on-page optimization you will rank much higher in search results. You will boost web traffic, generate more leads and improve conversion rate.

Let’s discover what on-page SEO is really about!

What is on page SEO?

On-page SEO is the process of optimizing individual pages in accordance with Google’s guidelines. Aims at achieving high positions in organic search results and increasing website traffic.

The most common on-page SEO practices include:

  • optimization of the title tag and meta description;
  • URLs;
  • headings;
  • internal linking;
  • keywords that have the greatest possibility to boost traffic.

The on-page SEO process is most effective. Gives the best results when supported by technical SEO and off-page SEO (link building).

Why is on page SEO important?

With proper on-page optimization you may tell Google how your website should be interpreted. And which on-page elements are the most relevant and bring the most value to users.

Good on-page optimization should not only be addressed to Google crawlers, but also to users. After all it’s for them that you create web content.

Creating high quality and valuable content is not enough. You still need to optimize it in order to rank high in the search results and boost organic traffic.

On page SEO: 10 best ways to rank on the first page

1. Keywords

Before optimizing on-page, you need to identify the keywords that will give you the highest potential. Ask yourself these questions which will be a real help for you:

  • Who is my target audience?
  • What do they search for?
  • How many people search for it?
  • How they search for information? What words do they use?
  • When they search for it? Can I observe any seasonality trends there?
  • Do they perform searches on mobile devices or desktops?
  • What is the main intention or purpose of this page?

Keyword research is not so the easiest task.

There are many factors (seasonality, search volume, CPC, keyword difficulty, search intent) that you need to consider when selecting the right keywords.

2. Title tag

This is an element that can be found in the <head> section of literally every page. So <title> is relevant for several reasons:

  1. gives an overview of what the page is about and what the user can expect;
  2. the title is one of the first things screen readers read to users with visual impairments;
  3. it appears in search results.

How to optimize title tags:

  • make sure your title tags are descriptive and provide an overview of the content of your pages;
  • include target keywords in your target;
  • create title tags of appropriate length;
  • finish your title tags with a brand name;
  • provide a unique title tag for every page.

3. Meta description, important for on page SEO

Just like <title>, meta description is an HTML element that appears in the head section. For years Google has been stating that meta description is no longer one of the main ranking factors.

That doesn’t change the fact that during the on-page optimization process you should take care of unique meta descriptions to every page as well.

Why should you provide meta descriptions to every page:

  • provides basic information on the content of given pages;
  • may encourage users to visit your page and boost web traffic;
  • appears in search results.

How to optimize meta description:

  1. include the most important keyword in meta description at least once;
  2. create meta description of appropriate length;
  3. provide unique and descriptive meta description to every page;
  4. finish the meta description with CTA.

4. Headings

Do you want Google to interpret the page structure correctly? Headings are the best way to achieve that. On each page you should introduce an appropriate heading structure.

They will divide your content into more or less important sections.

Headings will also instruct users and they are eye-catching. After all, none of us likes to read a long text that is not divided in any way. It’s not scannable and readable at all.

Now you know how important the headings on each page are. It’s time to find out how to structure them properly.

How to optimize headings:

  • H1 heading: the most important structural element of the page;
  • H2 headings: each page should have at least several H2 headings;
  • H3-H6 headings: they divide each section into additional sub-sections;
  • include keywords in your headings: not necessarily every heading must contain keywords.

5. URLs are important for on page SEO

Take a look at the URL of this page: And now compare it with this URL:

Which of these URLs told you more about the content you can find on the page? Without any hesitation you will choose the second one. That’s what a URL should be: user-friendly and clearly describing what you can expect.

How to optimize URLs:

  1. every page should have a unique URL;
  2. provide user-friendly and descriptive URLs;
  3. make URLs as short as possible;
  4. include keywords in URLs;
  5. avoid using uppercase letters;
  6. separate words with hyphens (-);
  7. exclude special characters.

6. Internal linking

Another important aspect of the on-page SEO process is improving the internal linking structure. Internal links are important for several reasons:

  • makes it easier for Google robots to find other pages on your website;
  • helps users to navigate your website.

How to optimize internal linking:

  1. remove broken links (internal links to deleted pages that don’t exist anymore);
  2. use relevant anchor text which contains keywords;
  3. include a reasonable number of internal links on your pages;
  4. provide correct 301 redirects.

7. External links

External links may not be as important for SEO as internal links. But they are a signal for Google and users that your content contains credible and verified information.

If your content contains information you found on other trustworthy websites, add external links.

How to optimize external links:

  1. make sure that every external link has rel=”nofollow” attribute;

8. Alt text for your on page SEO

Alt text is one of the most important elements of web accessibility. Its function is to describe the content of images for users using screen readers.

Alternative text is displayed when the page is not fully loaded.

Robots crawl alternative text to better interpret their content and then display them on the image results page

How to optimize alt text:

  1. describe the image’s content and be precise;
  2. keep the alt text short;
  3. get straight to the point;
  4. use keywords.

9. HTML emphasis tags

When optimizing your pages, we recommend using HTML emphasis tags as well. They are a great way to inform users using screen readers as well as Google crawlers. The highlighted content placed in these tags is particularly important and worth paying attention to.

There are 4 main HTML emphasis tags you can use:

  1. <strong>: displays content in bold font and tells Google crawlers that the content is important;
  2. <b>: displays content in bold font. However, it doesn’t inform Google crawlers that the highlighted content is particularly important;
  3. <em>: displays content in italic font and emphasizes particular sections;
  4. <i>: displays content in italic font. However, it doesn’t tell Google to pay attention to it.

10. Content

You still need content if you want to have something to optimize. Google simply loves unique, high-quality content that responds to users’ needs and is optimized.

How to create top content for your website:

  1. create unique content;
  2. make sure your content is valuable;
  3. provide content that complies with Google’s E-A-T (Expertise; Authority; Trustworthiness) factors;
  4. satisfy users’ search intent.


Proper on-page optimization together with technical SEO and link building is the direct road to success. Remember that on-page SEO is not just about stuffing your content with keywords.

Maybe it worked 10 years ago. But today Google wants the web content to correspond to search intent and to be valuable and trustworthy.

Always keep that in mind when optimizing your website!

Are you looking for a professional SEO agency that will optimize your website according to the latest Google guidelines? Contact us for an SEO audit! We want to be a part of your success!

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