On-Page SEO

Find out why your pages aren’t ranking high and fix them.

On-Page SEO

What is On-Page SEO

On-page SEO is the process of optimizing the elements of your web page to improve its page quality and relevancy. If done right, on-page optimization boosts that page’s chances of ranking higher in search. On-page SEO improves the page’s elements, providing site visitors with a better user experience and helping search engines better understand the page’s content. Some page elements to look out for include:
What is On-Page SEO

You don't need any specific knowledge or experience to get started with on-page SEO. Just select the keywords you want to target and decide which audiences you want to reach. Launch an analysis and get accurate data to create a top-performing page or fix issues on an already existing one.

Why is On-Page SEO important

On-page SEO helps search engines better understand and navigate your page.

Optimized pages provide a better experience and value to users.

On-page SEO opens new opportunities for growth and can help you achieve higher positions on SERPs. Optimizing on-site components for target keywords improves page quality and increases its relevance for specific search queries. This way you can keep up with the competition and adapt to the latest search algorithm updates. When on-page SEO is done right, it results in higher ranking positions and more traffic.

Careful on-page optimization also improves user experience and engagement. By optimizing page components, you can engage users and motivate them to stay on the page long enough to perform a target action or at least remember your brand.

Also, on-page SEO can be useful at the page planning stage. You can use valuable on-page SEO insights to design an SEO-friendly page practically destined to provide great user experiences and perform well in search.

On-Page SEO Process Guide

On-Page SEO Process Guide

Learn how to put into practice advanced on-page SEO techniques. Get higher rankings and better user experiences.
Learn more

How to optimize your on-page

On-page SEO is fairly simple. Still, we’ve created this on-page SEO guide to lead you straight to success


Content is the essence of the page. It tells search engines what the page is about and offers visitors the information they are looking for, ergo, provides usefulness and value.

How to conduct a proper content audit

Content audits help you find SEO gaps and boost SEO performance, improve audience engagement, and strengthen your business strategy as a whole. Read this article to master content auditing and learn how to apply it to your own benefit.

How to make search intent part of your content strategy

Understanding the goal behind any internet search is crucial to getting higher rankings and attracting motivated users. Check out this article to learn why search intent matters for SEO and how to optimize your content strategy for it.

What keyword cannibalization is and how to fix it

Keyword cannibalization is a common SEO issue. It happens when different pages on a single domain rank for the same keywords and have the same search intent. This leads to a drop in page performance. Learn how to avoid keyword cannibalization.

How to fix duplicate content and avoid page cannibalization

Duplicated pages cause severe damage to website quality and weaken its ability to appear in search results. Learn how to detect duplicate pages, fix website structure and sustain content quality.

How optimizing images can boost search visibility

Images are essential to supplementing your primary page copy and improving user engagement. But they can also greatly impact your site’s search visibility. Learn all about Google’s image optimization recommendations in this article.

How to optimize videos for Search

Video content is growing in popularity because it skyrockets user engagement, raises trust, and even drives sales in some cases. Get to know all the technical requirements for video features and learn how to use them to your advantage.

Researching the best keywords for top-performing pages

Finding the most relevant keywords is the first step to creating a high-performing page. Learn how to conduct keyword research and analyze search queries to improve website visibility.

How keyword clustering can improve keyword usage

Keyword clustering (grouping) is the process of collecting and sorting keywords into lists that can be used for creating new pages. Find out how to use keyword clustering to maximize your chances of ranking high.

Page elements

Basic HTML elements help search engines understand page structure and content. Elements like URLs, title tags, and meta descriptions are crucial for SEO. Optimizing these elements for clickability and filling them with relevant keywords increases the chances of your page reaching the top position in SERPs.

How to create a well-structured SEO-friendly URL

Sometimes users forget about URL optimization and instead pay attention to other on-page elements. URLs that are logically structured, short, and easily readable can positively affect a page’s ranking. Read this article to learn all about creating SEO-friendly URLs.

How to optimize page title and description tags

Titles and descriptions are core page elements. They are essential for SEO because users can see them in search. Optimizing them for target keywords and for appropriate length can increase their corresponding page's overall ability to rank. Learn why metadata is crucial for SEO and how to use it correctly.

How to optimize page elements for higher CTR

The click-through rate is the ratio of clicks on a search snippet over the total number of impressions. To motivate users to click through, all visible elements (URL, title, and description) should be inviting and user-friendly. Read this article to learn how to boost your CTR.

How to properly set headings on a page

HTML heading tags tell search engines what a page is about and help visitors navigate it more conveniently. Headings are essential for user experience and SEO; and can impact rankings. Read this article if you’re seeking out answers to any headings-related questions.

What are HTML tags and how to use them in SEO

HTML tags inform browsers about a given page’s elements and how they should be displayed. Explore this list of 16 must-know HTML tags to better understand how your site works, learn how to identify errors and fix them on your own.

How to configure JavaScript and CSS elements

With a basic knowledge of CSS and JavaScript, you can better understand how interactive page elements work and how to approach them the way an SEO specialist would. This guide explains how Google handles CSS and JS, and how it can affect rankings and website performance.

How to adapt sites for different locations with hreflang attributes

Hreflang is an HTML attribute used for websites with multilingual content. Search engines use this attribute to redirect visitors to the page version that corresponds to their location. Hreflang also helps avoid duplicate issues and improves user experience.

Crawlability and indexability

To appear in search results, your page needs to be crawled and indexed. Good crawlability and indexability indicate that search engines can easily access the page, scan it and add it to the index. Search bots can follow your links and crawl your page more easily if it is issue-free.

How to ensure your page is crawled and indexed properly

Getting your site crawled and indexed by search engines is crucial. This article takes you through the basic SEO concepts and thoroughly explains the search engine crawling and indexing process. Read it to get insights on technical requirements that should be considered if you want to avoid any potential issues.

How to use the robots meta tag and the x-robots tag correctly

The robots meta tag and the x-robots tag are used to guide crawlers to the page and notify them if the given page should be indexed or not. The robots meta tag is included in the page code, while the X-Robots-Tag is specified in the configuration file. Read on to learn how to use these tags to gain control over indexation.

How to configure robots.txt files

The robots.txt file is a text document that tells search crawlers which URLs (pages, files, folders, etc.) should or shouldn’t be crawled. Read this article to learn how to use the robots.txt file to manage page crawling and control search visibility.

How to create an XML sitemap

The XML sitemap is a file with a complete list of pages and files on the site. Search crawlers use it as a site-wide guide for more efficiently and quickly crawling pages. The XML sitemap can help direct crawlers and stop them from missing important pages. Read on to learn how to create and manage sitemaps like an SEO professional.

How to identify and fix issues with the sitemap

Over time, sitemaps stop working as intended due to an aggregate of issues. Search engines begin to cease crawling and indexing important pages on the website. Identifying and fixing sitemap errors are essential parts of the site optimization process. Read this comprehensive guide to learn how to fix common sitemap issues.

How to assign canonical tag to a page

The canonical tag is an instruction that informs search engines that there is a master copy of a page at another URL. It’s for managing the indexation of lookalike pages. It also prevents duplication or cannibalization of content. Read on to find out when canonical tags should be used and how to set them up.

How to set redirects to other pages

Redirects are invisible instructions that forward visitors or search engines from one URL to another. Redirects are useful for eliminating duplicate pages, directing similar traffic in one place or merging several domains into one. In this article, explore different redirect types and learn how to set them up correctly.

How to understand and manage HTTP status codes

The HTTP status code is a server response to a browser's request. It either informs users that the site is working properly or indicates that there is an issue. Learn the most common HTTP status codes to identify files and links that lead users to error pages. Then find out how to fix various site issues associated with them.

How to create and configure the 404 page

Webmasters often use the 404 page to notify visitors that the page at the requested URL cannot be found. The page should be visually appealing and convenient to keep users active on the site. Read this article to learn how to configure a user-friendly 404 page.

Linking and site navigation

Both internal and external links are essential for SEO. Internal links are for organizing website structure and connecting pages together. They keep visitors on your site and motivate users to convert. External links are for increasing the trustworthiness and authoritativeness of your content, which increases your website’s quality.

How to find and use external links

Links to authoritative and trustworthy sites increase the quality of your content and provide more value to readers. Learn how to find relevant sites worth linking out to, create effective external links, increase site quality and boost search rankings.

How to plan a sound website structure

The way website content is organized and interlinked is important for SEO. A well-organized site structure gives users and search engines a clearer picture of how to find relevant content on it. Read this post for tips on developing site structure and building a good basis for SEO.

How to configure internal linking on websites

Linking your website’s pages to one another greatly improves user-experience. Use this strategy to prompt your users to visit other pages on your site, keep them on your site for longer, provide more value and even convert them into customers. Read this article to learn how to configure smart internal linking.

How to set up breadcrumbs navigation

Breadcrumbs navigation helps users understand what page they are currently on, and can help users return to the previous page as well as to the home page. This results in better user experience and crawlability. Read on to find out more about breadcrumbs and how to set them up.


Site security matters a great deal for SEO. It’s also a requirement for getting to the top of the SERP. Search engines safeguard their users from data leaks or cyber crimes, and penalize websites that don’t comply with security requirements. You must take proper web-security measures and maintain your website’s integrity so its rankings remain stable in search.

How to protect your site from hackers

Cyberattacks can do real harm to your website. A security breach and the exposure of sensitive user data can not only lead to financial and reputational losses, but also cost you rankings and traffic. In this guide, we've put together website security best practices that are sure to keep your website safe and sound.

How to switch to HTTPS without losing traffic

HTTPS is an encrypted internet protocol that enables secure and confidential data transfer between users and sites. Today, HTTPS protocol is a confirmed ranking factor and a requirement for websites. Learn how to transfer to HTTPS hassle-free and ensure visitors to your site have a safe user-experience.

How to configure SSL/TLS protocol

SSL/TLS is a security protocol for the exchange of data across networks. This technology ensures the security and integrity of data. Websites need an SSL/TLS to run on HTTPS and not on HTTP. Read this article to find out more about SSL/TLS protocol and how to enable it on your website to protect your site.

Page quality

Page quality is a complex ranking factor. The expertise of an author, number of links to sites, and contact information completeness are just a few factors that can affect page quality. To maintain a high page quality score, keep a close eye on numerous metrics and constantly improve the accuracy of your content.

How to improve your Page Quality Rating

Google uses Page Quality Ratings to identify pages capable of delivering real value and great user-experience. It rewards useful and trustworthy pages with higher positions in search results. Read this article to learn what the Page Quality Rating is and how to improve it on your site.

How to use trust factors on ecommerce sites

Trust factors are distinct page elements and features that improve user experience. Google uses them to determine page quality and trustworthiness. To increase the quality score you must incorporate as many trust factors on your page as possible. Explore this list of 60+ trust factors for ecommerce sites.

What NAP is and how it can help increase site trust

NAP stands for Name, Address, Phone Number. NAP is an important trust factor for any local business. Having detailed contact information tells site visitors that your business is real and can be trusted. Find out more about NAP in this blog post.

How to optimize your content for EAT

EAT is an acronym for Expertise, Authoritativeness, and Trustworthiness. Google uses this set of signals to find pages with high-quality and trustworthy content that can bring value to users. Read this article to learn how to fulfil these parameters and write better content.

User experience

User experience, or UX, is also a key SEO factor. Search engines have moved far beyond assessing keywords and content. To get your page to the top of search, you now have to provide an exceptional experience to users.

How to configure page elements for better UX

UX design is an advanced SEO practice. Some page elements can make the interactions between users and the site more convenient and efficient. Here is a list of important web page components and how to configure them to create positive user experiences on your site.

How does UX design affect SEO

Optimizing for user experience (UX) can make interactions between users and the website more convenient. A well-thought out UX design motivates users to stay on your website and interact with it longer. Google then sees this as a quality signal and rewards the page with high rankings. Here’s what you should focus on to make UX work to your advantage.

How to improve website speed and performance

Page experience became a confirmed ranking factor after the three Core Web Vitals were introduced. Read this article to discover some simple ways to improve your site’s page speed and performance.

How to optimize pages for mobile devices

With Google’s mobile-first indexing, users are urged to optimize pages for mobile devices. Mobile optimization includes adjusting page content, ensuring loading speed and improving user experience. Read this blog post to get ideas for stress-free mobile optimization.

How to create Accelerated Mobile Pages

Accelerated Mobile Pages is an HTML framework you can use to load mobile pages directly from Google. AMP can greatly increase page loading speed, but it’s not a one-size-fits-all solution. Read this article to learn more about AMP.

SERP features

A SERP feature is any element on Google that looks different from the traditional search result. It has a variety of appearances, including an extracted piece of content in a highlighted box, a search result with additional interactive features, a video carousel or image pack, and more. SERP features influence users to visit the page which increases the CTR and traffic. When a page is optimized properly, it has a higher chance of getting a SERP feature.

What SERP features are and how they appear

Google is constantly adding new SERP features to improve user experience and to make the search experience more informative. Explore this catalog of SERP features to better understand which ones you wish to target and the effort required to achieve it.

How to configure structured data on your page

Structured data is a unified code used to provide information on page content to search bots in a more convenient way. It helps search engines properly interpret the page and display this data in SERP features.

How to optimize a page for a featured snippet

A featured snippet is a special block at the very top of the SERP with a brief answer to the search query. This piece of content gets pulled from the search result considered to be most relevant and trustworthy. Read on to find out how to get a featured snippet for your page.

How to optimize a page for a rich snippet

A rich snippet is a search result with additional information: a product description, price, availability, reviews, ratings, etc. This information helps users pick the most relevant site directly from the SERP. Sites with rich snippets get better CTRs and more traffic.

SE Ranking makes on-page SEO easy

Dedicated tools like SE Ranking’s AI-powered On-Page SEO Checker are designed to check and optimize pages to outrank competitors and get the best SEO results

SE Ranking’s On-Page SEO Checker helps you quickly assess how well a page is optimized and what may be keeping it away from the top—content quality, technical issues, or a backlink profile that is not strong enough.
It measures every page against 94 parameters from title and content length through keyword density to page usability and its backlink profile. It also analyzes SERP leaders to find insights into what exactly needs to be optimized for better SEO results.
SE Ranking makes on-page SEO easy
AI-powered on-page SEO checker
Spy on your competitors to see which domains link out to them and get ideas for your own website.


What is on-page SEO?
On-page SEO is the process of optimizing page elements to improve user experience and increase page rankings. On-site SEO includes aligning elements, like meta tags and headings with target keywords, improving page structure and URL, creating high-quality content, etc.
What is an example of on-page SEO?
On-page SEO includes a variety of tasks, for example, optimizing title tags and meta descriptions, improving page structure and headings, compressing and optimizing images, and even cleaning up site’s code and speeding up the page.
What are the benefits of on-page SEO?
On-page SEO is a great way to improve rankings, drive more traffic, and increase conversion rate. A well-optimized page tends to rank higher in SERPs, get more visitors, and provide better user experience and interaction with website.
Is on-page SEO more important than off-page SEO?
On-page and off-page optimization are equally important. These are two different approaches to SEO, which complement each other and lead to great results. If done properly, on-page optimization can give results faster.
How is on-page SEO done?
On-page SEO can be done in many different ways, even manually. The goal is to identify target parameters that work best for similar pages and align page elements with these recommendations. Modern AI-powered SEO tools give more insights and pay attention to details that matter.