On-page SEO is the practice of optimising the elements on each individual web page, such as the title tag, meta description, headings, URL, content, internal links and images, so search engines and people can quickly tell what the page is about and who it is for. It is the part of SEO you have the most control over, and often the fastest place to find improvements. This guide covers each element in turn and finishes with an on-page SEO checklist you can work through page by page.
What Is On-Page SEO?
On-page SEO is everything you change on the page itself to help it rank. It sits alongside the other parts of search engine optimisation:
- Technical SEO makes sure Google can crawl and index the page.
- On-page SEO makes the page clearly relevant and useful for a specific search.
- Off-page SEO builds trust through links and mentions from other websites.
A useful way to think about it: technical SEO gets you into the race, on-page SEO tells Google which race you are in, and off-page SEO helps you win it.
Before touching any element, decide what each page is for. Pick one main search phrase per page (for example “blocked drain plumber Newcastle”) plus a few closely related phrases. If two pages target the same phrase, they compete with each other and neither ranks as well as one strong page would.
Content and Search Intent
The most important on-page factor is the content itself, and the most important thing about content is matching search intent: giving the searcher the kind of answer they are after.
The easiest way to check intent is to search your phrase in Google and look at what ranks. Searches usually fall into one of four types:
| Intent | What the searcher wants | Example search | Best page type |
|---|---|---|---|
| Informational | To learn something | how to unblock a drain | Guide or article |
| Commercial | To compare options | best accounting software for tradies | Comparison or review |
| Transactional | To buy or book | buy work boots online | Product or category page |
| Local | A business nearby | dentist Maitland | Service or location page |
If Google shows product pages and you write a 2,000-word essay, you are unlikely to rank, however good the essay is. Match the format first, then make it better than what is already there.
Good on-page content also:
- Answers the main question early, in the first paragraph or two.
- Uses the words your customers use, including your main phrase and natural variations.
- Covers the follow-up questions people usually have (price, timing, process, service area).
- Shows real experience: your own photos, examples from your work, specific details.
- Is easy to scan, with short paragraphs, lists and descriptive subheadings.
For more on writing pages that rank and convert, see our SEO copywriting guide.
Title Tags
The title tag is the HTML element that tells search engines the title of your page. Google often uses it as the blue, clickable headline in search results, so it affects both rankings and whether people click.
Tips for writing a good title tag:
- Put the main phrase near the start. “Blocked Drain Plumber Newcastle | Smith Plumbing” beats “Welcome to Smith Plumbing”.
- Keep it to roughly 50-60 characters. Google cuts off longer titles based on pixel width, so the end may not show.
- Make every title unique. Each page should have its own title that describes that page.
- Write for people. A title that promises a clear answer or benefit gets more clicks than a list of keywords.
- Add your brand at the end if there is room.
Google sometimes rewrites title tags in results if it thinks another heading on the page describes it better. Clear, accurate titles that match the page’s H1 make this less likely.
Meta Descriptions
A meta description is a short summary of the page that Google may show under the title in search results. Google has said meta descriptions are not a direct ranking factor, but a good one can improve the number of people who click your result.
- Aim for around 140-160 characters so it is less likely to be cut off.
- Summarise what the page offers and include the main phrase naturally (Google bolds words that match the search).
- Give a reason to click: a benefit, a price range, a service area, a call to action.
- Write a unique description for each important page.
Example for a Brisbane cafe’s catering page: “Office and event catering across Brisbane from our New Farm kitchen. Platters, lunches and morning teas delivered. View the menu and order online.”
Like titles, Google may show a different snippet taken from your page content if it better matches the search.
Headings (H1, H2, H3)
Headings give your page structure. They help readers scan, and help Google understand how the topics on your page relate.
- Use one H1 that states what the page is about, usually including the main phrase.
- Use H2s for main sections and H3s for sub-points within them. Don’t skip levels just to get a smaller font.
- Make headings descriptive. “How much does drain cleaning cost?” tells the reader far more than “Pricing”.
- Use related phrases and common questions as H2s and H3s where they fit naturally.
URLs
Google recommends simple, descriptive URLs that use words rather than long ID numbers.
- Good:
example.com.au/services/blocked-drains/ - Poor:
example.com.au/index.php?page_id=4827
Keep URLs short, use hyphens between words, use lower case and include the main topic. Avoid changing URLs on pages that already rank. If you must change one, set up a 301 redirect from the old URL to the new one.
Internal Links
Internal links are links from one page on your site to another. They help Google discover your pages, understand how they relate, and work out which are most important. They also keep visitors moving towards an enquiry.
- Link from related pages using descriptive anchor text, such as “hot water system repairs” instead of “click here”.
- Make sure every important page has links pointing to it. Pages with no internal links (orphan pages) are harder for Google to find.
- Link from guides and blog posts to the relevant service page, and from service pages to helpful guides.
- Keep your main services within a few clicks of the homepage.
Images and Alt Text
Images make pages more useful and can bring in traffic from Google Images. They can also slow a page down if they are not handled well.
- Write alt text that describes the image for people using screen readers, for example “Plumber clearing a blocked stormwater drain with a jetter”. Include keywords only where they describe the image.
- Compress images and use modern formats such as WebP so they load quickly.
- Use descriptive file names like
stormwater-drain-jetting.jpgrather thanIMG_0042.jpg. - Set width and height so the page doesn’t jump around as images load.
- Use your own photos where you can. They show real experience and are unique to you.
Schema Markup Basics
Schema markup (structured data) is code that describes your content in a format search engines understand, such as “this is a local business, here is its address and opening hours” or “this is a product with this price”. Google uses structured data to understand pages and to show rich results, such as star ratings, prices and FAQs, in some cases.
Common types for small businesses include:
- LocalBusiness (or a more specific type like Plumber or Dentist) for name, address, phone and hours.
- Product for online stores, including price and availability.
- Article for blog posts and guides.
- BreadcrumbList to show where a page sits in your site.
Most WordPress SEO plugins and Shopify themes add basic schema for you. Check your pages with Google’s Rich Results Test. Structured data must match what is visible on the page, and having it does not guarantee a rich result.
Page Experience
Google wants to show pages that are good to use. Page experience covers several things, including:
- Core Web Vitals: how fast the main content loads, how quickly the page responds to taps and clicks, and how stable the layout is while loading.
- Mobile friendliness: Google mainly uses the mobile version of a page for indexing and ranking, so check every page on a phone, not just a desktop.
- HTTPS: a secure connection.
- No intrusive pop-ups that block content, especially on mobile.
Google has said that page experience is not a substitute for relevant, helpful content, but when pages are otherwise similar, a better experience can help. Many of these issues overlap with technical SEO, covered in our technical SEO checklist.
On-Page SEO Checklist
Use this on-page SEO checklist for each important page on your site, starting with your main service or category pages.
| Element | Check |
|---|---|
| Target phrase | One main phrase chosen, not targeted by any other page |
| Search intent | Page type matches what currently ranks for the phrase |
| Title tag | Unique, about 50-60 characters, main phrase near the start |
| Meta description | Unique, about 140-160 characters, clear reason to click |
| H1 | Exactly one, describes the page, includes the main phrase |
| Subheadings | Logical H2/H3 structure, descriptive, no skipped levels |
| Opening | Main question answered in the first paragraph or two |
| Content | Covers follow-up questions, shows real experience, easy to scan |
| URL | Short, lower case, hyphenated, describes the topic |
| Internal links | Linked to from related pages; links out to relevant pages with descriptive anchors |
| Images | Compressed, descriptive file names, useful alt text |
| Schema | Relevant structured data added and tested |
| Mobile | Readable and usable on a phone without zooming |
| Speed | Loads quickly; no major Core Web Vitals issues in Search Console |
| Call to action | Clear next step: phone, form, booking or buy button |
On-page work is one part of a wider plan. Our guide to building an SEO strategy shows how it fits with content, links and reporting.
On-Page SEO FAQs
What is the difference between on-page and off-page SEO?
On-page SEO is what you change on your own pages, such as titles, headings, content and internal links. Off-page SEO is what happens elsewhere on the web, mainly links and mentions from other websites, plus reviews and local citations.
How long should a title tag be?
Aim for roughly 50-60 characters. Google truncates titles based on pixel width, so shorter titles are more likely to show in full. Put the most important words first.
Do meta descriptions affect rankings?
Google has said meta descriptions are not a direct ranking factor. They still matter because a clear, relevant description can encourage more people to click your result.
How many times should I use my keyword on a page?
There is no magic number. Use the main phrase in the title tag, H1 and early in the content, then write naturally. Repeating a keyword unnaturally is keyword stuffing, which Google’s spam policies warn against.
Can I do on-page SEO myself?
Yes. Most website platforms, including WordPress and Shopify, let you edit titles, descriptions, headings and alt text without code. The checklist above is a good place to start.
Need Help With Your On-Page SEO?
If you would rather have someone review and optimise your pages for you, Fuelled SEO is an SEO agency working with businesses across Newcastle, the Hunter and Australia-wide. Our WordPress SEO service covers on-page optimisation for WordPress sites, and our monthly SEO packages include ongoing work with no lock-in contracts. To compare costs across providers, see our SEO pricing guide. Call Darren on 0478 928 857 or get in touch through the contact page.