On-Page SEO in Just 5 Steps: Steal My On-Page SEO Process for your Business Website
- Kethshan Ind
- SEO Basics
- 12 Mins Read
Table of Contents
Introduction
On-page SEO can feel like a mystery to many business owners, but it’s one of the most impactful ways to make your website more visible to potential customers. By focusing on what you can control directly on your site—keywords, structure, links, and media—you’re setting up your site for success without needing any prior SEO experience.
In this guide, I’ll walk you through a 5-step process for optimizing your site. Whether you’re a small or medium business owner, these tips will help you boost your site’s performance and attract the right audience.
Step 1: Initiate a Keyword Research
Keyword research is the bedrock of successful on-page SEO. By identifying the right keywords for each page, you increase the likelihood of your content appearing in search results when potential customers are looking for products or services like yours.
1. Choose a Page to Start With
Begin by selecting one of your most important web pages to focus on first. This could be your homepage, a service page, or a product page—essentially, any page that plays a key role in attracting and converting visitors. Starting with a high-priority page allows you to see meaningful results early, motivating you to continue optimizing other pages.
2. Login to Your SEO Keyword Research Tool
Using an SEO tool like Semrush or Ahrefs, open the keyword research module and start by entering a general keyword that describes the main topic of your chosen page. For example, if you’re optimizing a page for a plumbing service, you might start with “plumbing services” or “plumber near me.”
3. Identify Your Primary Keyword
After inputting your initial search term, review the suggested keywords and choose one primary keyword that best aligns with the page’s content and intent. The primary keyword should be relevant, have decent search volume, and ideally face moderate or low competition, making it easier to rank for.
4. Generate 4-5 Secondary Keywords
Once you’ve selected your primary keyword, it’s time to find a few secondary keywords—these are related terms that support the main topic. These keywords are often less competitive but still relevant, allowing you to capture additional search traffic. For example, for “plumbing services,” secondary keywords could include “emergency plumbing repair,” “local plumbing service,” or “licensed plumber near me.”
5. Evaluate Keywords Based on Search Volume and Difficulty
SEO tools typically provide metrics like search volume and keyword difficulty. Aim for keywords with:
- High to Medium Search Volume – Indicates strong interest in the term.
- Low Keyword Difficulty – Helps ensure that your page can rank for the term without facing heavy competition.
Balancing these two factors helps you find terms that are both popular with searchers and achievable for your website.
6. Ensure Keyword Relevance to Your Page’s Goals
Not every keyword is worth pursuing. Select only those keywords that align closely with your page’s purpose. For instance, if the page is about emergency plumbing, avoid unrelated keywords like “plumbing supplies” or “DIY plumbing repairs.” Sticking to keywords that match the specific goal of the page helps attract the right audience and improve conversions.
7. Repeat the Process for Other Key Pages
Continue this process for each main page on your website. By doing so, you create a well-rounded SEO strategy with keywords that cater to multiple aspects of your business.
8. Document and Save Your Keyword List
Keep a spreadsheet of all relevant keywords for each page, noting down search volume, competition level, and the page each keyword is assigned to. This organized list will be invaluable as you move on to optimizing meta tags, content, and page structure.
Step 2: Improve Meta Titles, Meta Descriptions & URLs
Optimizing meta titles, descriptions, and URLs is essential for helping search engines and users understand your content at a glance. Effective meta tags and URLs can significantly improve click-through rates (CTR) from search engine results, giving your pages a higher chance of attracting quality traffic.
1. Craft Compelling, Click-Worthy Meta Titles
Your meta title is one of the first things potential visitors see in search results. A well-crafted title can make all the difference in whether a user clicks on your link or scrolls past it. To make your title more compelling:
- Use Your Primary Keyword – Place it naturally toward the beginning of the title, as search engines give more weight to keywords closer to the start.
- Keep It Under 60 Characters – This helps ensure the full title displays on most search engines, preventing it from being cut off.
- Make It Engaging – Use powerful words or action verbs that resonate with the user’s intent. For example, “Discover Affordable Plumbing Services Near You” is likely more enticing than “Local Plumbing Service.”
Each meta title should reflect the unique content of the page, so avoid generic titles across multiple pages.
2. Write Engaging Meta Descriptions
The meta description is a short summary that appears beneath the title in search results. While it doesn’t directly impact rankings, an effective description can improve CTR and engagement.
- Include the Primary and Secondary Keywords – This reinforces the topic for both search engines and users.
- Aim for Less Than 160 Characters – Any content beyond this is typically truncated, so keep descriptions concise yet informative.
- Address User Intent – Write in a way that anticipates the user’s needs or queries. For instance, for a plumbing services page, “Need fast, reliable plumbing repair? Contact our licensed experts today!” speaks directly to users looking for urgent assistance.
- Use a Clear Call-to-Action (CTA) – Adding a CTA like “Learn More,” “Get a Quote,” or “Contact Us Today” can encourage users to click through.
3. Align Titles and Descriptions with Page Content
Consistency is key. Meta titles and descriptions should accurately reflect what’s on the page. Misleading tags can lead to higher bounce rates and lower engagement, signaling to search engines that the page may not be meeting user expectations.
4. Create Meaningful URLs
URLs play a role in helping search engines and users understand your page content before they even click. A well-structured URL is easy to read and gives users confidence that they’ll find relevant information.
- Keep URLs Short and Descriptive – Use clear, meaningful words in your URL that indicate the page’s purpose. For instance, instead of “yourwebsite.com/page123,” use “yourwebsite.com/plumbing-services.”
- Include Primary Keywords – Adding your main keyword in the URL can help with relevance. However, keep it natural and avoid keyword stuffing.
- Use Hyphens to Separate Words – Hyphens make URLs more readable for both users and search engines (e.g., “yourwebsite.com/plumbing-services” rather than “yourwebsite.com/plumbingservices”).
5. Maintain Unique Titles, Descriptions, and URLs for Each Page
Each page should have a unique meta title, description, and URL that reflect its specific content. Duplicate tags can confuse search engines, making it harder for them to determine which page is most relevant for a given search.
Step 3: Optimize the Page Structure
A well-structured page is not only user-friendly but also easier for search engines to understand and rank. Optimizing your page structure involves organizing your content with headings, enhancing readability, and ensuring smooth performance, all of which contribute to a better user experience and higher SEO rankings.
1. Check and Use <H1> Tags Correctly
The <H1> tag is one of the most crucial on-page elements, as it signals to search engines the main topic of the page.
- One <H1> Per Page – Each page should have only one <H1> tag. It’s typically the page title and reflects the core topic of the content.
- Use Primary Keywords – Include your primary keyword naturally within the <H1> tag to clarify what the page is about.
- Avoid Duplicate <H1> Tags – Multiple <H1> tags on a single page can confuse search engines and dilute the focus of the content. Ensure only one <H1> per page for clarity.
2. Organize Content with Secondary Headings (<H2>, <H3>, etc.)
Subheadings improve readability and allow users to easily navigate your content.
- Use <H2>, <H3>, <H4>, etc. Tags Wisely – These tags should create a clear hierarchy, with <H2> tags for major sections and <H3> and <H4> tags for subsections. This approach helps both readers and search engines understand the structure and importance of each section.
- Place Secondary Keywords in Subheadings – Including secondary keywords naturally in <H2> and <H3> tags can reinforce the relevance of the content to specific topics without overloading the page with the primary keyword.
- Avoid Overuse – Use headings logically rather than stuffing keywords into every heading, which can make the content feel spammy to both users and search engines.
3. Improve Readability with Short Paragraphs and Visuals
Large blocks of text can be overwhelming, so breaking content into manageable sections improves readability and keeps users engaged.
- Keep Paragraphs Short – Aim for 2-3 sentences per paragraph when possible. This creates a visually pleasing layout, particularly on mobile devices.
- Add Visual Elements – Include relevant images, videos, bullet points, or charts to make the page more engaging and visually appealing. Visual elements help explain complex concepts and retain user interest.
- Use Bulleted and Numbered Lists – Lists break down information into bite-sized pieces, making it easier for readers to scan and digest the content.
4. Check Core Web Vitals for Speed and Performance
Core Web Vitals are a set of metrics defined by Google to assess the user experience based on page speed, responsiveness, and visual stability.
- Use PageSpeed Insights – Tools like PageSpeed Insights or GTMetrix can help identify slow-loading elements on your page.
- Optimize for Speed – Reduce file sizes, especially for images and videos, eliminate unnecessary scripts, and implement lazy loading for images that are below the fold.
- Check Responsiveness – Ensure your site is mobile-friendly. A responsive site adapts well to different screen sizes, which is crucial as mobile traffic continues to grow.
5. Optimize Content Layout with Visual Cues
Guiding readers through the page with effective visual cues helps create a smooth experience.
- Use White Space Strategically – White space around text, images, and sections creates visual relief and improves focus.
- Add Calls to Action (CTAs) – Include strategically placed CTAs, like “Contact Us,” “Learn More,” or “Get a Quote,” to guide users toward desired actions.
- Highlight Important Information – Use bold text or colored backgrounds to emphasize important points or key information.
6. Use Schema Markup for Rich Results (Optional)
Adding structured data, or schema markup, to your page helps search engines better understand your content and can lead to enhanced search results.
- Apply Relevant Schema Markup – Schema types like “Product,” “FAQ,” or “HowTo” can give your page a richer appearance in search results, potentially increasing CTR.
- Test with Google’s Rich Results Tool – Once implemented, use Google’s Rich Results Test to verify that schema markup is correctly set up on your page.
Step 4: Internal Linking
Internal linking is a powerful, often overlooked on-page SEO technique that enhances site structure, improves navigation, and helps distribute page authority across your site. Done correctly, internal links guide users through your content, encourage deeper engagement, and signal to search engines which pages are most important.
1. Connect Related Pages to Build Context and Relevance
Internal links should serve a purpose, guiding users from one relevant page to another in a logical, helpful way. For example, on a product page, you might link to a relevant blog article that educates users about the benefits of that product or to a comparison page that explains differences between options.
- Example – Link from a “Solar Panel Installation” service page to a blog post on “10 Benefits of Solar Energy” to keep users engaged with valuable content.
- Tip – Use descriptive anchor text that includes keywords or hints at the page content (e.g., “Learn more about solar panel benefits” instead of “click here”).
2. Strengthen Page Authority with Strategic Linking
Internal links distribute authority across your site, giving key pages a boost in visibility. Prioritize linking to high-value pages like service pages, product pages, or cornerstone content that aligns with your business goals.
- Identify High-Priority Pages – Use analytics tools to see which pages get the most traffic and which pages you want to promote. Link to these pages from other related pages to funnel authority and user attention toward them.
3. Add Links to Rich Content Resources
Create pathways from product and service pages to content-rich resources, such as blog articles, downloadable guides, case studies, or FAQs. This technique keeps users engaged longer and reinforces your site’s expertise.
- Example – On a product page for an eco-friendly appliance, link to an in-depth guide on “How to Choose Sustainable Appliances” to add value and build trust with users.
4. Fix Broken Links for a Seamless User Experience
Broken links can harm both user experience and SEO. Use tools like Screaming Frog or Broken Link Checker to identify any broken internal links on your site and promptly fix them to ensure seamless navigation.
- Tip – Schedule regular link checks (monthly or quarterly) to catch any new broken links caused by URL changes, deleted pages, or site updates.
5. Create a Clear and Logical Link Structure
Organize your internal links so that important pages are never more than a few clicks away from the homepage. This “shallow” site structure ensures that search engines and users can quickly reach essential content, enhancing user experience and SEO.
- Breadcrumb Navigation – Use breadcrumb navigation on large sites to help users keep track of their location and navigate back through category or main pages.
Step 5: Media Optimization
Media files like images, videos, and PDFs enhance user experience but can slow down your site if not optimized. Proper media optimization ensures faster load times, better accessibility, and enhanced SEO, ultimately leading to a smoother user experience and higher engagement.
1. Rename Media Files with Descriptive Keywords
Before uploading images or videos, give them descriptive names that reflect their content. Instead of generic names like “IMG_1234.jpg,” use keywords that describe the media (e.g., “solar-panel-installation.jpg”). This makes it easier for search engines to understand what the media represents, which can help with SEO.
- Example – For a photo of a blue leather sofa, use “blue-leather-sofa.jpg” instead of “IMG_2024.jpg.”
- Tip – Avoid keyword stuffing in file names; a simple, relevant description is best.
2. Assign Alt Tags to Media Files
Alt tags are text descriptions that provide context to visually impaired users and help search engines understand the content of the images. Well-written alt tags can improve accessibility and contribute to SEO by adding relevant keywords.
- Write Descriptive, Concise Alt Tags – Describe the image briefly but accurately, including relevant keywords where possible. For example, “Solar panel installation on a residential roof.”
- Avoid Keyword Stuffing – Focus on describing the image’s content rather than cramming in multiple keywords.
3. Optimize Image Sizes to Improve Load Speed
Large media files can slow down page load times, which can negatively impact user experience and SEO. Use image compression tools like TinyPNG or ImageOptim to reduce file sizes without sacrificing quality.
- Recommended Formats – Use JPEG for photos and PNG for graphics with transparent backgrounds. WebP is another efficient format that’s highly recommended for faster loading.
- Tip – Keep image sizes below 200KB where possible to ensure optimal page speed.
4. Leverage Content Delivery Networks (CDNs)
A Content Delivery Network (CDN) like Cloudflare stores copies of your media files on servers worldwide, reducing the load time for users by serving content from the server closest to them.
- Use CDN for Large Sites – This is especially beneficial for websites with heavy media content or global audiences, as it reduces latency and improves load speed for users in different regions.
5. Enable Lazy Loading for Off-Screen Images
Lazy loading is a technique where images are only loaded as they come into view, rather than all at once when the page loads. This helps improve initial page load time, which is particularly useful for pages with many images.
- Tip – Implement lazy loading on image-heavy pages, like galleries or product pages, to keep page load times down without sacrificing content.
6. Use Schema Markup for Media (Optional)
For advanced media optimization, consider using schema markup to give search engines more context about your media files. For example, using “VideoObject” schema for videos can improve your chances of appearing in Google’s video results.
- Example – If you have a video tutorial on a product page, use schema markup to tag it as a “VideoObject” with a descriptive title and keywords.
Following this 5-step process for on-page SEO will give your website a competitive edge in search engine rankings. Remember, on-page SEO is a long-term strategy, so regular updates and optimizations are key to staying ahead.
Need Assistance with Your SEO Strategy?
Kethshan Induruwage
Kethshan has been providing digital marketing solutions for over 10 years. Kethshan has been a SEO specialist, SEM, SMM, content manager and coordinator, and strategist. His expertise lies in bridging the gap between branding, growth & performance marketing, tech marketing, and analytics. He is passionate about constructing and executing innovative strategies that amplify brand awareness and drive conversions.