On-page SEO
Optimise the elements users can see to convert traffic into revenue.
What is On-page SEO?
On-page SEO is the process of optimising individual web pages to improve their search rankings and attract more relevant traffic. It focuses on elements within your control, such as content, headings, metadata, and internal links.
Why is On-page SEO Important?
For Your Organisation
On-page SEO ensures that every page on your website is optimised to its full potential, which directly impacts your rankings and visibility. With better rankings comes increased traffic, which means more opportunities for your business to generate leads and revenue.
For Your Customers
Your audience expects clear, relevant, and valuable information when they visit your site. On-page SEO ensures that your content is engaging and easy to navigate, reducing bounce rates and increasing the time visitors spend exploring your site. When customers find what they need quickly and easily, they are more likely to trust your brand, take action, and return for future interactions.
A tested process
1. Audit
Sometimes you will already have a clear problem identified, and we can work from there. But most the time we’ll need to perform an audit first to gather all the issues within the topic.
2. Resources & Planning
From the audit we’ll prioritise based on resources both side, who is involved, the impact of the issue and how much time we have. This stage is important for managing expectations.
3. Delivery
I can run delivery too - either working as a project manager within your team or I’m also happy to get stuck into the work myself. Whatever is best for your business is ultimately what we will go with.
The Tools & Resources I Use for On-page SEO
What Does an On-page SEO Audit Contain?
An on-page SEO audit examines the content and structure of your pages to identify opportunities for improvement.
I evaluate your content for keyword relevance, ensuring it aligns with the search intent of your target audience. This includes analyzing primary and secondary keywords, keyword density, and topical depth.
I review metadata such as title tags, meta descriptions, and header tags to ensure they are optimized for click-through rates and relevance. Properly formatted metadata makes your content more attractive to both users and search engines.
I assess content quality, focusing on clarity, readability, and originality. High-quality content increases user engagement, reduces bounce rates, and builds trust with your audience.
I analyze internal linking to ensure pages are connected logically. A strong internal linking structure enhances crawlability, distributes link equity effectively, and guides users to high-value content.
Testing for keyword cannibalization to identify and resolve conflicts where multiple pages compete for the same keywords. This ensures that each page has a clear focus and purpose.
I verify URL structure to ensure your URLs are concise, descriptive, and SEO-friendly. Well-structured URLs contribute to better rankings and user experience.
We check for multimedia optimisation, ensuring that images, videos, and other media files are optimized for speed and include relevant alt text for accessibility and SEO.
We evaluate schema markup implementation to enhance search visibility with rich results such as FAQs, reviews, and events.
How I approach On-page SEO
On-page SEO is a mixture of a one-off project and an ongoing campaign component. I start with an in-depth audit to address current issues and implement immediate optimizations. Following this, I work with you to monitor and continuously refine on-page elements as your content evolves and new opportunities arise. This hybrid approach ensures both quick wins and sustainable growth.
Measuring the value of On-page SEO
I measure the impact of on-page SEO using metrics that directly reflect the value it adds to your business.
Content
Purpose: Content relevance and search visibility
Metric: Organic keywords tracked in Semrush
Goal: Increase the number of ranking keywords over time
Impact: More relevant keywords lead to increased targeted traffic and potential conversions
Enagement
Purpose: User engagement and satisfaction
Metric: Bounce rate and average session duration from Google Analytics
Goal: Reduce bounce rate and increase session duration
Impact: Engaged users are more likely to convert into paying customers
Conversion rate optimisation
Purpose: Conversion optimization
Metric: Conversion rate tracked through form submissions or sales data
Goal: Improve conversion rates by optimizing content and CTAs
Impact: Better-performing pages translate directly into increased revenue
Content quality
Purpose: Content quality and structure
Metric: Content score from tools like SurferSEO
Goal: Achieve higher content optimization scores
Impact: Well-optimised content ranks higher, attracts more traffic, and builds authority
Supporting data
Purpose: Rich search result enhancements
Metric: Pages with valid schema markup in Google Search Console
Goal: Increase the number of enhanced search features
Impact: Rich results improve visibility and click-through rates, driving more traffic.
