The short answer: On-page SEO means getting the things on your own pages right so that Google, and the people who search, can tell what each page is about and whether it deserves to be shown. In 2016 that means choosing the words your customers really search for, giving every page a clear title, description and heading, writing helpful original content, using images and links properly, and making sure the page is fast, secure and works on a phone. Google has said that content and links are its two most important signals, so good pages matter more than tricks.
If you have a business website, you have probably heard that you need "SEO" to be found on Google. The term covers a lot of ground, and some of it, such as getting links from other websites, is hard to control.
On-page SEO is different. It is the work you do on your own pages, and every part of it is under your control. This article gives you a 12-step checklist. You do not need to be technical to follow it, and you can test most steps yourself.
What Is On-Page SEO?
SEO (search engine optimisation) is the work of helping search engines find your pages and show them to the right people. It has two sides:
- On-page SEO: what is on your pages and your site, such as text, titles, images, links and speed.
- Off-page SEO: what happens elsewhere, mainly links from other websites and mentions of your business.
Google has said that content and links are its two most important ranking signals. In October 2015, it also confirmed that it uses a machine-learning system called RankBrain to help understand search queries, especially unusual ones it has never seen before. For a business owner the message is the same: Google is getting better at understanding what people mean, so write for people, in clear language, and answer their questions properly.
The 12-Step On-Page SEO Checklist
1. Find the words your customers really use
Start with your customers, not your own vocabulary. What would someone type to find you? "Tailor in Dhanmondi" is more useful to know than "bespoke garments."
Good free sources are:
- Google's search box. Type the start of a phrase and see what it suggests.
- The "Searches related to" list at the bottom of the results page.
- Google's Keyword Planner, which is free inside an AdWords account.
- Your Search Console data, which shows what people already type to find you.
- The questions customers ask you by phone, in messages and in person.
Write down the phrases and group them by topic.
2. Give every page one main topic
Each page should be about one thing, with one main phrase, for example "wedding cake in Dhaka." If two pages target the same phrase, they compete with each other. If one page tries to cover everything, it ranks for nothing in particular.
3. Write a clear title tag
The title is the blue headline in search results, and it is one of the strongest signals on the page.
- Keep it to about 50 to 60 characters, so it is not cut off.
- Put the main phrase near the start.
- Make every title unique, and put your business name at the end.
- Write it for a human first. A title stuffed with keywords looks bad and gets fewer clicks.
For example: Wedding Cakes in Dhaka | Your Bakery Name
4. Write a useful meta description
The meta description is the short text under the title in search results. It does not directly raise your ranking, but a clear one gets more people to click.
- Keep it to about 155 characters.
- Say what the page offers and why a visitor should choose you.
- Make it unique on every page.
Google does not use the old "meta keywords" tag at all, so you can ignore it.
5. Use short, readable web addresses
Compare yourbakery.com/wedding-cakes with yourbakery.com/page?id=2873. The first tells visitors and search engines what to expect. Use plain English words, separate them with hyphens, and avoid long strings of numbers.
6. Use headings to structure the page
Each page needs one main heading (H1) that describes the page, and smaller headings (H2, H3) to divide it into sections. Headings help readers scan the page, and they help Google understand its structure. Use your main phrase naturally in the H1, and do not repeat it in every heading.
7. Write helpful, original content
This is the most important step. Pages that rank well usually answer the searcher's question better than the others do.
- Explain things clearly, in the language your customers use.
- Include the details people look for: prices or price ranges, sizes, options, opening hours, how to order and how to reach you.
- Add your own photos, examples and experience. Copying text from other websites is easy to spot and does not help.
- Do not repeat your keyword over and over. If it reads awkwardly out loud, rewrite it.
- There is no magic word count. A page should be as long as it needs to be to be useful.
- Keep it up to date. Old prices and closed offers look careless.
8. Optimise your images
Images make pages attractive, but they can also slow them down.
- Give each file a descriptive name, such as
chocolate-wedding-cake.jpg, instead ofIMG_0041.jpg. - Add short, accurate alt text that describes the picture. It helps visually impaired visitors, and it helps Google understand the image.
- Compress images and do not upload them larger than they will be displayed.
9. Link your pages together
Internal links help visitors find more of your content and help Google discover your pages. Use descriptive link text, such as "our wedding cake designs" instead of "click here." Make sure your most important pages are linked from your home page and your menu.
10. Make sure the page works on phones and uses HTTPS
Google ranks mobile-friendly pages higher in mobile search results, as I explained in Is Your Website Mobile-Friendly?. It also uses HTTPS as a ranking signal, which I cover in Why Every Website Should Move to HTTPS. Both are on-page factors, and both are in your control.
11. Make the page fast
Google has used page speed as a ranking signal since 2010, and slow pages lose visitors anyway. Test your main pages with Google's PageSpeed Insights, and follow its suggestions. Big images, too many plugins and cheap hosting are the usual causes.
12. Add structured data where it helps
Structured data, using the schema.org vocabulary, is code that labels the content of a page, such as a business address, a product, a review or an event. It helps search engines understand your page, and it can make your result richer in search. You can test your markup with Google's Structured Data Testing Tool. If you use WordPress, ask your developer or look for a trusted plugin.
How to Check Your Work
- Search for your own page. Type
site:yourdomain.cominto Google and read the titles and descriptions as a customer would. - Use Google Search Console. It is free. It shows which searches bring people to you, and it reports problems.
- Read each page aloud. If it sounds clumsy or repeats itself, it needs rewriting.
- Test on a phone. Open the page on a real phone and try to find the phone number, price or address.
- Ask someone outside your business. Can they tell in a few seconds what the page offers?
Common On-Page SEO Mistakes
- Using the same title on every page
- Writing for search engines in awkward, keyword-stuffed text
- Hiding important text inside images
- Copying descriptions from a supplier or another website
- Leaving the default titles and descriptions from a theme
- Ignoring the mobile version of a page
- Forgetting to update pages after prices, hours or services change
- Making changes and never checking whether they worked
A Quick On-Page SEO Checklist
- I know which words my customers use to find me
- Each page has one main topic and one clear H1
- Each page has a unique title of about 50 to 60 characters
- Each page has a unique, helpful description of about 155 characters
- Web addresses are short and readable
- The content answers the visitor's questions and is my own
- Images have clear file names, alt text and small file sizes
- Important pages are linked from other pages
- Pages pass the mobile test and use HTTPS
- Pages load quickly on a phone
- Google Search Console is set up
Frequently Asked Questions
How long does on-page SEO take to work?
Google needs to visit your pages again to notice the changes, and then your results can shift gradually. Small improvements may show within weeks, but strong results usually take months, especially in a competitive market.
Do I need to hire an SEO expert?
You can do the basics yourself with this checklist. An expert, or a developer you trust, helps most with technical problems, large websites and competitive markets. Be careful of anyone who guarantees a number one ranking on Google, because nobody can.
How many times should I use my keyword on a page?
There is no ideal number. Use the phrase where it fits naturally, in the title, the heading and the text, and then use related words. If it sounds forced, you have used it too often.
Does the meta description affect my ranking?
Not directly. But a clear, accurate description helps people choose your result, and more clicks are good for your business.
Should I write my pages in Bangla or English?
Write in the language your customers use when they search. Many businesses need both. If you have two language versions, keep them on separate pages with clear links between them.
Is SEO a one-time job?
No. Your competitors, your business and Google all change, so plan a short review of your main pages every few months.
Want Your Pages Checked?
If you would like an honest look at your website's titles, content and structure, I can help. I design and develop websites for businesses, and I can review your pages and tell you what to improve first. Send me a short message with your website address.
