On-Page SEO: Definition & How to Improve It

On-page SEO is the practice of optimizing individual pages on your website to help them rank higher in search results, and give users a smooth experience once they land on your content.

It includes everything you can control directly on the page: title tags, headings, meta descriptions, internal links, keyword placement, structure, and overall content quality. When these elements work together, they make it easier for search engines to understand your page — and easier for people to find what they’re looking for.

So why does it matter so much? Because great content alone isn’t enough. According to Ahrefs’s research, 96% of all pages online get zero organic traffic from Google, often due to basic on-page SEO gaps like weak structure, missing keywords, or slow page speed. That number may sound brutal, but it also means there’s huge potential. With the right on page optimization strategy, you can turn underperforming pages into real traffic drivers, without relying on backlinks or running paid campaigns.

In this guide, we’ll walk you through exactly what on-page SEO is, why it’s important, and how to improve it step by step. You’ll get hands-on tips and proven tactics to help your content perform better — starting now.

What Is an On-Page SEO?

On-page SEO is the process of optimizing all indexable elements of a web document, including its content, layout, and HTML structure, to improve its relevance, accessibility, and alignment with search engine ranking systems.

It’s one of the two main pillars of search engine optimization, alongside off-page SEO. But while off-page SEO refers to what others say about your site, like external links or brand signals from other websites, on-page is about what you build yourself. It’s how you optimize individual web pages to help search engines understand your content and match it to real search queries.

So, what actually counts as on-page SEO?

Title tag

It starts with the title tag — it’s a line of HTML that tells Google what your page is about and helps it decide when and where your content should appear in search results.

Here’s how it looks in the page’s code:

Here’s the same title tag in the search results:

Because your title is often the first thing people see, it doesn’t just guide rankings, it also affects click-through rate (CTR). That makes it one of the most important on-page SEO elements to get right. We’ll get to the how-to later so if you’re wondering how to write title tags that both rank and get clicks, keep reading.

Meta descriptions

It’s not a direct ranking factor, but it shapes your search snippet — which means it heavily influences your CTR.

HTML version:

SERP version:

A compelling meta description grabs attention, matches search intent, and gives users a reason to choose your result over the other pages. If you don’t write one, Google will — and the outcome isn’t always flattering.

Expert Tip

You need to understand when to leave meta descriptions empty and when to write them manually. If you leave them empty, Google can generate a dynamic snippet that better matches the user's search query. This can lead to a higher click-through rate (CTR) and potentially trigger a navboost algorythm in SERP's. It's important to A/B test both options and analyze performance results to determine what works best for each page.

Adrian Dąbrowiecki

SEO Growth Leader

Header tags (H1 to H6)

Your H1 should clearly reflect the main topic of the page and include your primary keyword. Use H2s and H3s to break down sections, improve structure, and help both users and search engine crawlers understand the hierarchy of your content. Think of it as the cover of a book — clear, relevant, and inviting.

Now imagine landing on a page that looks like this:

What Is an On-Page SEO?
Welcome to our article. We’ll tell you all the things. Keep reading.
On-page SEO is important. Very important.
Also, keywords.
And structure.

It matters a lot.

No headings, no breaks, just a wall of vague text. Now look at this instead:

H1: What Is On-Page SEO?
H2: Why On-Page SEO Matters?
H2: Key On-Page Elements
H3: Title Tags
H3: Meta Descriptions
H3: Header Tags
H2: How to Improve On-Page SEO?
H3: Internal Links
H3: URL Structure
H3: Content Depth

Good header structure helps readers scan and find what they need — and gives search engine crawlers the same roadmap.

Keywords usage

Keywords are still very much alive — but it’s about context, not just repetition. Don’t fall into the trap of keyword stuffing. Instead, include your target keyword naturally in the title, intro, and headings, and support it with relevant keywords and semantically related terms.

Today’s search engines don’t just scan for words — they read between the lines. Thanks to natural language processing (NLP) and neural matching, Google can assess how well your content covers a topic, even if it doesn’t use the exact same phrasing as the query. It’s less about matching keywords word-for-word, and more about showing that your content understands the topic.

Content quality

High quality content is the core of strong on-page SEO. It should answer the user’s question in full, match the search intent behind the query, and offer more than just a basic overview. Whether someone is looking to learn, compare, or take action — your content needs to meet that need clearly and completely. If your blog post doesn’t offer unique insight, clearer structure, or deeper answers than the top-ranking pages, you’re just adding to the noise. And Google’s not in the business of ranking noise.

Internal links

Internal links help search engines crawl your site more efficiently, highlight which pages are most important, and keep users exploring longer by connecting related content. Use clear, descriptive anchor text — not generic phrases — and make sure your key pages aren’t buried deep in the site. Smart internal linking also strengthens topical clusters, supports structured data, and signals relevance across your content.

Let’s say this article links to:

• “https://landingi.com/blog/landing-page-optimisation-5-steps/” with the anchor text “landing page optimization”

That signals to search engines — and readers — that this is the most relevant page on the site for that topic. It helps define the purpose of the linked page, reinforce its authority, and connect it with broader content themes.

In short, internal links don’t just guide readers — they guide Google, too. Used smartly, they show what each page is about, and why it matters.

URL structure

Speaking of smart — your URL structure matters too. A short, keyword-friendly URL like /on-page-optimization-process is easier to crawl, easier to remember, and easier to share than something like /page?id=742. That’s a simple win on your on-page SEO checklist.

Alt text

Don’t forget about alt text on images. It’s an accessibility essential (especially for screen readers) and a quiet on-page SEO booster. Search engines still rely on alt text to “see” what an image shows, and it contributes to image SEO and featured snippets.

Page experience

Finally, page experience. It is exactly what it sounds like — how it feels to use your page. If it’s slow, messy, or full of errors, people bounce. And those behavior signals don’t help your rankings.

Google wants to rank pages that load quickly, are mobile-friendly, easy to navigate, and safe to visit. So even if some fixes happen at the sitewide level, your individual web pages should be built with experience in mind. Your content might be great — but if the experience is broken, users won’t stick around. And neither will your rankings.

Expert Tip

Don’t forget about source context. Google doesn’t rank websites, it ranks brands. Your <em>source context</em> defines what your brand is doing, whether you’re an e-commerce store, affiliate site, or SaaS platform. It answers the question: why should your brand rank for this keyword? Without source context, your content lacks the semantic foundation needed for topical authority and consistent visibility.

Adrian Dąbrowiecki

SEO Growth Leader

What Is the Importance of On-Page SEO?

On-page SEO is important because it shapes how search engines interpret your content — and how well they can match it to the right queries.

It’s your way of communicating directly with Google: here’s what this page is about, here’s how it fits within the site, and here’s why it should show up for this kind of search. Without those signals, your content might still be useful — but invisible.

That understanding starts with structure. Title tags, headings, URLs, internal links, and clean HTML form the foundation that helps crawlers process your content efficiently. Your page is easier to crawl, faster to index, and more likely to rank where it should if those elements are clear and consistent.

But performance also depends on how real users interact with the page. If it’s slow, cluttered, or confusing, people leave — and those behavior signals impact how Google evaluates your site. That’s why user experience is part of the equation: speed, readability, and clarity all affect how your content performs after it gets indexed.

On-page SEO ensures that your content is technically accessible, semantically relevant, and easy to engage with. It connects structure with intent — and that’s what modern search systems are built to reward.

How to Improve On-Page SEO on a Website?

To improve on-page SEO, you need to audit your current setup, optimize your site structure, improve metadata, build strong internal links, and monitor performance over time.

Here’s a five-step approach to optimize your website in a way that search engines and users will notice.

Step 1. Audit your current setup

Before making any SEO changes, start with a solid audit. You need to understand how your pages are being crawled, indexed, and displayed — and where the real problems are hiding. Use tools like Screaming Frog, Ahrefs, or Google Search Console to identify key issues, such as:

• Pages that are not indexable, but still have internal links pointing to them (which wastes crawl budget)
• Orphan pages — no internal links = low visibility for users and search engines
• Missing, duplicate, or overlapping title tags, especially on pages targeting similar keywords (this can cause cannibalization)
• Meta descriptions that weren’t written by you — if Google’s rewriting them, it often means the original didn’t match the search intent or perform well (low CTR is a clear sign)

If your site uses JavaScript, go a level deeper. Use URL Inspection in Google Search Console to compare the raw HTML and the fully rendered HTML version. If important content only appears after rendering, and not in the source code, it might not get indexed at all.

Finally, group your URLs by page type — blog posts, product pages, landing pages, etc. Then check average word count, crawl depth, internal links, or CTR within each group. You’re not just looking for page-by-page issues — you’re spotting patterns that affect entire sections of the site.

Step 2. Optimize your site structure

Think of structure as the way search engines move through your site. Pages shouldn’t be buried five clicks deep or floating around with no links pointing to them. Good structure means logical navigation, crawlable menus, and clean URL paths like /seo/on-page/, /seo/off-page/ or /product/landing-page/.

Group related content into topic clusters and make sure each cluster links back to a main hub page. This builds internal relevance and makes it easier for Google to understand what your site is really about. And yes — this also helps with structured data and future-proofing your site for semantic indexing.

Step 3. Fix and improve your metadata

Extract all title tags and meta descriptions with Screaming Frog or via GSC’s Search Appearance data.

Fix:

• Title tags > 60 characters (truncation risk)
• Titles missing the primary keyword or not reflecting the query intent
• Meta descriptions duplicated across pages
• Low CTR pages (SERP snippet mismatch)

Meta descriptions should be about 105 characters and mirror the user’s likely query syntax. Think of it like writing a tweet: short, clear, and written like it was meant to be searched.

For example, instead of writing:
“We provide industry-leading solutions in SEO strategy development…”

Try:
“Need a practical on-page SEO checklist? This guide shows you exactly how to optimize your pages.”

That’s the kind of line that matches how people think — and search.

Step 4. Build smart internal links

Internal links help search engines crawl your site, understand how your content fits together, and decide which pages matter most. They also guide users to more helpful content — which means more time on site, more engagement, and more positive signals for rankings.

Here’s how to do it right:

• Pay attention to the words surrounding your anchor text. The context before and after the link helps search engines interpret its relevance. Each link insertion contributes to building your Semantic Content Network.
• Don’t overload your introduction and main content with links. Use only the most relevant or essential internal links in the main section. Place additional contextual links in the supplementary content at the bottom of the article — that’s where semantic connections can be expanded without diluting the topical focus of the main content.
• Use descriptive anchor text that actually says what the linked page is about
  → Good: optimize title tags for SEO
  → Bad: click here or this article
• Place links in the body of your content, not just in sidebars or footers — in-context links carry more weight.
• Keep an eye out for orphan pages (pages with no internal links pointing to them) — they’re nearly invisible to crawlers.

Smart internal linking helps with crawlability, strengthens topical clusters, and signals relevance. It also helps users stick around longer — and that kind of engagement tells Google your content deserves to rank. Bonus: it distributes link equity without relying on backlinks from other websites.

Step 5. Monitor, test, repeat

Optimizing a page once isn’t enough — not when Google updates its algorithm constantly and user behavior shifts just as fast. Even your top content can lose visibility if you stop paying attention.

So stay curious. After every change, check the signals that matter:

• Is your organic clicks and impressions holding steady or growing?
• Is your website being crawled more frequently?
• Has CTR improved?
• Are users scrolling, reading, and sticking around?
• Is Google still indexing your content correctly? (use Coverage and URL Inspection in Search Console to be sure.)

If something drops, don’t panic — investigate. Maybe your title tag got rewritten. Maybe your content no longer aligns with search intent. Or maybe a competitor simply did a better job. Your data always tells a story. The more careful you are at reading it, the faster you’ll know what to fix — and what to do more of.

Expert Tip

Remember, semantic distance between topics changes with each algorithm update. That’s why your content must be regularly updated. Freshness signals last up to 6 months, so aim to update at least 15% of your content every 6 months to maintain relevance and visibility.

Adrian Dąbrowiecki

SEO Growth Leader

10 Key On-Page SEO Tactics for Your Website

To improve your rankings and get more visibility in search results, you need to optimize the elements on your page — like titles, headings, content, internal links, and page speed.

And here’s why it’s worth the effort: 75% of users never go beyond the first page of Google. If your page isn’t there, it’s invisible.

These 10 on-page SEO tactics help search engines understand your content and users stay engaged.

#1 Optimize Title Tags

Your title tag is one of the strongest on-page ranking signals — but it only works if it aligns with intent, format, and search expectations.

Pro tips:

• Map titles to SERP type. Is the top 10 filled with listicles, how-tos, or landing pages? Match that format.
• Front-load the primary keyword if possible. Google gives slightly more weight to early-positioned terms based on how NLP works.
• Use brackets or context terms to clarify value: [Checklist], 2025, Free Tool, Examples. It boosts CTR without clickbait, most importantly, it adds contextual depth by reinforcing the attributes mentioned in the article — and it also sends a freshness signal to users and search engines.
• Keep it under 60 characters to avoid truncation — but don’t force it. Clear > short.
• Check GSC for URLs where your title is being rewritten — it’s a signal your tag isn’t doing its job.

#2 Use Structured Data

Structured data doesn’t directly improve rankings, but it can help with faster indexing and increase your chances of getting rich snippets (like FAQs, ratings, images, or breadcrumbs in the SERP).

Pro tips:

• Use the correct schema type for the page: Article, Product, HowTo, or FAQPage. It helps Google understand the content.
• Test your markup before publishing using Rich Results Test — broken or irrelevant schema gets ignored.
• On product pages, always include price, availability, and offers — it helps your product show up better in shopping results.

#3 Improve Internal Linking

Internal links help define your site’s structure, build topical authority, and guide crawlers to the right pages. Most sites underuse them — or link randomly.

Pro tips:

• Use descriptive anchor text that reflects the topic of the linked page — no “read more” or “click here.”
• Identify orphan pages (0 internal links in) and fix them immediately.
• Prioritize links from high-traffic or high-authority pages — not just from blog posts but also landing pages and feature hubs.
• Create content clusters: link related blog posts to a central hub page, and vice versa. It helps reinforce topic depth and relevance.
• Monitor link equity flow using tools like Ahrefs’ Link Explorer or Sitebulb.

Expert Tip

Link your highest-quality pages to the homepage. This is where PageRank is strongest, where crawlers visit most frequently, and where you can positively influence how search engines perceive your entire website.

Adrian Dąbrowiecki

SEO Growth Leader

#4 Write for Search Intent

Matching keywords isn’t enough — your content has to match why someone searched.

Pro tips:

• Use intro paragraphs to clearly signal intent: Are you informing, selling, or solving?
• If the query is vague (like “landing page”), clarify the intent with supporting keywords like “examples”, “builder”, or “best practices”.

Watch the full clip from SearchLab’s SEO series — it’s a quick, smart guide how to write a content that actually answers user questions.

#5 Add Relevant Keywords (Without Stuffing)

Google ranks content based on topical depth — not just exact match keywords.

Pro tips:

• Include the primary keyword early (title tag, H1, first 100 words).
• Sprinkle in related keywords and synonyms to improve semantic coverage.
• Avoid keyword stuffing — it weakens readability and trust signals.

#6 Optimize URL Structure

A clean, descriptive URL makes it easier for both users and crawlers to know what the page is about.

Pro tips:

• Keep URLs short and include 1–2 keywords that reflect the topic.
• Avoid dynamic parameters and numbers (/page?id=123) — use readable slugs (/seo-checklist).
• Use hyphens (-) instead of underscores for better readability and crawling.

#7 Use Header Tags Properly

Header tags (H1, H2, H3…) give your content structure — for readers and for search engines.

Pro tips:

• Use one clear H1 per page, usually matching or expanding on the title tag.
• Break content into logical sections with H2s and H3s — it helps with scanning and crawlability.
• Include keywords in headers where relevant — but naturally, not forcefully.

Expert Tip

Remember that question and answer count adds value for search engines.Well-structured questions and direct answers are easier to extract and rank. This format also aligns with user expectations, helping them find answers quickly, without frustration.

Adrian Dąbrowiecki

SEO Growth Leader

#8 Compress Images and Use Alt Text

Large images slow down your page — and missing alt text is a missed SEO opportunity.

Pro tips:

• Compress images before uploading — tools like TinyPNG work great.
• Add descriptive alt text for every image — helpful for SEO and accessibility.
• Rename files with relevant keywords before upload (e.g. landing-page-example.jpg).

#9 Improve Page Load Speed

Page speed affects both UX and rankings — especially on mobile.

Pro tips:

• Run your site through PageSpeed Insights or WebPageTest.org and fix what’s in red.
• Lazy load images, remove unused scripts, and enable browser caching.

#10 Make It Mobile-Friendly

Google indexes mobile-first — so if your page doesn’t work on phones, it doesn’t work at all.

Pro tips:

• Use a responsive layout that adjusts smoothly across all screen sizes.
• Keep font size readable (at least 16px) and buttons easy to tap.
• Test your page on real devices, not just simulators — especially for forms, CTAs, and navigation.

The tactics above help you build pages that rank and resonate. Fix what you can, test what you change, and remember: search engines follow structure, but people follow value. Do both well, and you’re already ahead.

What Are On-Page SEO Ranking Factors?

On-page SEO ranking factors include elements like text relevance and content quality, which help search engines understand what your page is about and how useful it is to users.

Here’s what matters most right now, according to the Semrush Ranking Factors 2024 study.

• Text relevance
• Keyword coverage
• Content quality
• Page speed & UX
• URL structure
• Meta alignment
• Freshness
• Internal linking & authority

If your page hits these signals — technically, contextually, and behaviorally — you’re giving Google exactly what it needs to rank your content confidently.

The chart above shows just how important text relevance is for on-page SEO. Pages that rank in the top 10 have, on average, 91% alignment with the search query — meaning their content closely matches what people are actually looking for.

This isn’t just about using the right keywords. Thanks to models like BERT, Google looks at overall meaning and context. If your content doesn’t fully answer the query or skips important subtopics, it likely won’t rank — even if it’s well-written.

To improve it, focus on covering the topic in depth, not just repeating the phrase. The better your content matches the intent behind the search, the better your chances of showing up.

Where to Find Best On-Page SEO Checklist?

You can find one of the best on-page SEO checklists at Semrush’s official blog. It covers all the essentials — from optimizing title tags and headings to improving page speed, mobile usability, and internal linking. The checklist is practical, up-to-date, and aligned with what actually influences rankings in 2024.

Where to Find Best On-Page SEO Checker?

You can find the best on-page SEO checker tools through platforms like Surfer SEO, Semrush, and Ahrefs — each offering slightly different strengths depending on your needs and budget.

#1 Surfer SEO

Surfer SEO is a go-to for content creators focused on real-time optimization. It analyzes your page against top-ranking results and gives you a dynamic content score based on NLP, keyword density, and structure.

You get a live editor that scores your content as you write and suggests exact keywords, headings, and word count. It’s hyper-focused on content, not technical SEO.

• Best for: Content optimization
• Key features: Content Editor, SERP Analyzer, NLP recommendations, audit
• Pricing: Starts at $99/month.

#2 Semrush

Semrush plays in a broader arena. It’s an all-in-one tool, but its On Page SEO Checker is powerful on its own. It delivers ideas for strategy, backlinks, UX, semantic SEO, and even technical issues. It’s like getting a personal SEO consultant with recommendations prioritized by impact. Unlike Surfer, it connects on-page with off-page signals.

• Best for: Full-site SEO audits + on-page strategy
• Key features: Idea units (backlink, strategy, UX, SERP features), integration with Google Search Console
• Pricing: Starts at $117,33/month (Pro). The on-page SEO checker (part of site audit tools) scales with plan levels.

#3 Ahrefs

Ahrefs is known for backlinks, but its Site Audit tool includes on-page SEO checks like title tag issues, thin content, duplicate pages, and more. It’s not as content-focused as Surfer, but it does a deep technical scan. If you’re already using Ahrefs for keyword research or link building, it’s a great addition to your workflow.

• Best for: Technical SEO + content performance
• Key features: SEO health score, content quality flags, crawl comparison
• Pricing: Starts at $129/month

So, which one’s the best?

If you want to write high-ranking content faster, go with Surfer. If you need a multi-layered SEO plan with content, links, and strategy, Semrush is your best bet. If your site’s technical health is your main concern, Ahrefs will keep you in shape.

Pro-tip: Some tools offer limited free trials or one-time reports. Test drive a couple before you commit to a plan—especially if you’re a freelancer or startup trying to stretch your SEO budget.

What Are the Limitations of On-Page SEO?

The limitations of on-page SEO include how time-consuming, detail-heavy, and easy to misfire it can be — especially if your strategy isn’t grounded in how search engines actually work.

Optimizing a single page might feel simple but when you’re managing hundreds of website pages, things get complicated fast. Updating outdated meta descriptions, fixing broken internal links, rewriting title tags to match search intent — all of it takes time, especially if your site lacks a solid content structure. And while on-page SEO helps clarify your content, it doesn’t guarantee results. Use your target keywords too often? That’s keyword stuffing, and it can hurt your visibility. Link too aggressively between pages without a clear plan? You risk building a tangled structure that confuses both users and search engine crawlers.

There’s also the risk of missing traffic. If your on page optimization doesn’t fully align with what users are actually searching for — or skips over related keywords — your pages may never surface in the right search results.

Lastly, on-page SEO requires constant updating. Search engines evolve. So do algorithms, SERP layouts, and user expectations. What worked a year ago may quietly hold you back today.

So yes — on-page SEO is powerful. But only if it’s strategic, up-to-date, and built on a clear understanding of how search engines understand content.

What Is the Difference Between On-Page and Off-Page SEO?

The difference between on-page and off-page SEO comes down to where the optimization happens—on your website or outside of it. On-page SEO focuses on everything you can control directly, like content, keywords, and meta tags. Off-page SEO is about building authority and trust through external signals like backlinks, shares, and mentions.

Build SEO-Optimized Landing Pages With Landingi to Increase Organic Traffic

When your on site SEO efforts are technically sound, semantically strong, and genuinely helpful, you’re not just optimizing for crawlers but building better pages for real people. And that’s what search engines reward the most. To see real results, every element — from structure and speed to keywords and internal links — has to work together.

With Landingi’s landing page builder, you can create pages that meet both user expectations and SEO requirements. Set custom title tags, URLs, and meta descriptions. Optimize mobile layouts and alt text. Use programmatic SEO features to scale content creation without losing control over structure.

If your goal is more visibility, more clicks, and better conversions — Landingi gives you the tools to build pages that actually get found. Start free and take your on-page SEO to the next level!