On-Page SEO

On-page SEO is the practice of optimising web pages with the goal of getting them to rank higher in search engines and increase organic traffic to your website.

On-page refers to changes that are made on the website itself, whereas off-page SEO refers to external resources, such as link building. On-page ranking factors have a big impact on where your website will rank for your chosen keywords and phrases. But what does this optimisation process involve? Well, it includes a variety of areas such as:

Speed & Performance

Website speed is a big factor when it comes to search engine optimisation. Google has used this signal since 2010 for desktop and much more recently for mobile. Even if you weren’t aiming to increase your organic growth and gained your target from elsewhere, speed has a big impact on your bounce rate with the average bounce sitting at 38% for pages that have a fully loaded time of 3 seconds. Website speed is a big topic however so is covered separately, here.

Page Content

Your page content if optimised correctly will result in a reduced bounce rate and increased time spent on site, which is measured by Google. A higher bounce rate indicates that the user didn’t have a good experience for one reason or another. If your customer lands on a webpage and then leaves without browsing to another page, not only does it tell Google the customer experience wasn’t ideal, but it also doesn’t do anything for your conversion rate.

Using organic research is the best approach when it comes to page content. From the correct selection, placement and density of keywords, length of content, as well as optimising for search intent. Optimised page content will have major benefits on your search positions as well as your conversions.


Metadata allows search engine crawlers to understand what the page portrays. Correctly optimised, search engines as well as smart devices, will be able to understand content as well as context. From titles to descriptions, to structured markup such as Schema, the correct use of metadata can see a significant increase not only to your rankings but also to your CTR.

In 2016, over 50% of searches carried out were from mobile devices, with 20% of all mobile searches being done through voice. As technology evolves and smart devices are becoming ever more popular, the correct implementation of this coding language can have very positive effects to your organic growth, not only now but as the future of search evolves.

SEO Friendly URL's

First impressions count and SEO friendly URLs are liked both by your customers and search engines. Optimising your URLs based on keyword research can help with rankings. It’s also beneficial for planning your URL structure as your site evolves. A lot of businesses still seem to use dynamic URL strings due to limitations of some e-commerce systems. This has no benefit but there’s normally a solution such as mod_rewrites.

H1-H6 Heading Tags

Heading tags when used properly describe structure and importance to a page’s content. There are six levels of headings in HTML and rules for how they should be implemented. Heading tags are used by Google to understand the structure and whilst it’s just one of the hundreds of rankings factors, the correct usage will have a positive impact.

Internal Linking

Internal linking is the process of linking from one webpage to another on your own domain. Rather than linking randomly from page to page, this should be done based on content and page authority. For example, linking from a high authority page (According to Google, not your perspective if the page is of high value) to a low authority page can help with rankings.

Most of the advice online seems to be focused around keyword placement, though this isn’t the 90’s anymore and for some unknown reason, the web is still flooded with such advice. Google has come on a long way over the years. The algorithms used today in determining where a site appears within the search results takes into consideration hundreds of factors, not just keyword placement as is so commonly mentioned.

Today, Google understand the context as well as the content. Search intent has to do with the reason why people carry out a specific search. Are they searching for an answer to a question, a product, business opening hours, a service?

Google wants to provide its users with the best possible result. Its whole business model is built around doing so. Optimising for search intent is the key to success but how to go about this is different for every query, industry and business.

On-page optimisation is varied, to say the least. There are a lot of factors and above are just a few which have been listed. We not only keep up to date with the latest Google algorithm changes which happen very frequently, but we make sure that internally you’re carrying out the best practices to achieve the best possible results (for consultancy and training services).

Our managed search engine optimisation service is tailored to every business. Get in touch with us for a free consultation.

Some of the many areas we cover

Local SEO

Increase your search presence whilst targeting a local audience in a specific area that your business operates in.

International SEO

For businesses looking to increase brand awareness and search visibility on an international level.


For businesses that generate revenue directly through their website, improve product visibility, conversions and sales

On-Page SEO

The practice of optimising individual web pages to improving ranking positions. Covering several areas of SEO.

Technical SEO

Improving user experience, metrics and your conversion rate through structure, design and (A/B) split testing.

Website Audit

Website analysis of all factors affecting search engine visibility. Identifying errors and areas of improvement.

Speed & Performance

Speed has been a ranking signal since 2010. Improving loading speed helps to reduce bounce rate and increase conversions.

Research & Analysis

Gain insights into how your competitors perform organically. Discover untapped phrases by volume search and difficulty.

Penalty Recovery

Algorithm and manual penalty identification, recovery and avoidance strategies to get your rankings back.

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