Some SEO fundamentals never go out of style. On-page SEO — how each page is written and structured — has been a ranking essential for years, and it still underpins every page that ranks well today. The trends change, but search engines (and now AI answer engines) still need to understand what your page is about, and visitors still need it to be clear and useful. Here are six on-page techniques worth getting right.
- Use clean, descriptive URLs and a unique, optimised title on every page.
- Structure content with a single H1 and logical H2/H3 headings.
- Name and describe images well, and use keywords naturally — never stuff them.
- Write compelling meta descriptions to earn the click.
Clean, descriptive URLs
Search engines favour clear, readable URLs. Keep them short, separate words with hyphens, and include the main keyword for the page so both crawlers and people can tell what it's about at a glance. If you're targeting an area, it's fine to include your location naturally — just keep it genuine rather than cramming keywords in.
Unique, optimised page titles
Your page title is one of the most significant on-page ranking elements, and it's usually the headline people see in the search results — so it has to be both relevant and inviting. Give every page and post its own unique title that includes its main keyword, aim for roughly 50–60 characters so it isn't cut off, and write it to earn the click, not just to match a query.
A clear heading structure
Headings tell Google — and your readers — how a page is organised. Use a single H1 for the page's main topic, then H2s and H3s to break content into scannable sub-sections. People skim, so clear headers improve the experience, and search engines pay close attention to heading text because it signals what each section covers. One H1 per page is the rule; everything else nests beneath it.
Image alt text and file names
Images reinforce your page's content and can rank in Google Images, but only if you help search engines understand them. Give each image a descriptive, keyword-relevant file name rather than "IMG_1234.jpg", and write clear alt text that describes what it shows. It's good for SEO and essential for accessibility. More on optimising images →
Keywords used naturally
Relevant keywords throughout your content help both readers and search engines understand your page — but the key word is naturally. Repeating keywords excessively (keyword stuffing) reads badly and can get you penalised. Research what your audience actually searches with tools like Google Keyword Planner, Semrush or Ahrefs, then write for people first, weaving terms in where they genuinely fit. Many of the best are long-tail phrases. More on content creation →
Compelling meta descriptions
A meta description doesn't directly affect rankings, but it's your pitch in the search results — a well-written one earns more clicks. Keep each one unique, relevant and around 150–160 characters, include your main keyword, and make it interesting enough that someone chooses your result over the others.
On-page SEO is the foundation everything else builds on. Get these six right and you give your content, technical SEO and links something solid to work with. If you'd like a hand auditing your pages, that's exactly the kind of thing we do.
