SEO From Scratch — Part 4: On-Page SEO

On-page SEO refers to all the optimisations you make directly on a page to help it rank for its target keyword. While technical SEO makes your site accessible, on-page SEO communicates to Google exactly what each page is about and why it deserves to rank.

Step 1 — Title Tags (The Most Important On-Page Element)

The title tag is the clickable headline that appears in Google search results. It is the single most important on-page SEO element. Google uses it as a primary signal for what a page is about.

• Keep title tags between 50–60 characters including spaces — longer titles get cut off in search results.
• Include your primary keyword near the beginning of the title.
• Every page must have a unique title tag — duplicate titles confuse Google about which page to rank.
• Include your brand name at the end, separated by a dash or pipe: "Keyword Research Guide | NiyajTech".
• Write titles that earn a click — not just keyword-stuffed phrases.

✅ Good Title Tag	❌ Bad Title Tag
Keyword Research for Beginners: Step-by-Step Guide | NiyajTech	Home Page
Affordable Web Design Services for Small Businesses | NiyajTech	Page 1 | Website

Step 2 — Meta Descriptions

The meta description appears below your title in search results. Google confirmed it is not a direct ranking factor — but it heavily influences click-through rate (CTR), which is a ranking signal. A great meta description can significantly increase organic traffic without improving rankings.

• Keep meta descriptions between 120–155 characters.
• Include your primary keyword naturally — Google bolds matching keywords in results.
• Write a compelling value proposition — what will the user get by clicking?
• Include a soft call-to-action: "Learn how", "Discover", "Get started".
• Every page needs a unique meta description.

Step 3 — Heading Structure (H1, H2, H3)

HTML headings create the information hierarchy of your page. They help users scan content and help search engines understand your content structure.

• H1: Exactly one per page. The main page title. Must contain your primary keyword. Example: "Complete Keyword Research Guide for Beginners (2026)"
• H2: Major sections of your content. Include secondary keywords. Example H2s for a keyword research article: "What is Keyword Research?", "How to Find Long-tail Keywords".
• H3: Sub-sections under each H2. Example: Under H2 "Keyword Research Tools", H3s could be "Free Tools", "Paid Tools", "When to Use Each".

Step 4 — Content Optimisation

The body of your page content must satisfy the user's search intent thoroughly. Google's helpful content guidelines evaluate whether your content was written for people first, not search engines first.

• Include your primary keyword in the first 100 words of the page.
• Use semantic keywords — related terms and synonyms Google associates with your main keyword.
• Use short paragraphs (2–4 sentences) — long blocks of text kill readability.
• Use numbered lists and bullet points to make content scannable.
• Answer the user's question completely — do not leave the searcher needing to return to Google.
• Write in an active voice and clear, plain language.

Step 5 — Image Optimisation

Images affect both page speed (a ranking factor) and can independently rank in Google Image Search, driving additional traffic.

• Use descriptive, keyword-containing file names: "seo-keyword-research-guide.webp" not "IMG_4521.jpg".
• Add alt text to every image — a short, accurate description that includes the keyword where natural.
• Compress all images before upload using Squoosh.app, TinyPNG, or ShortPixel.
• Use WebP format — 25–35% smaller than JPEG at equivalent quality.
• Specify width and height attributes to prevent layout shift (CLS).
• Use loading="lazy" on images below the fold.

Step 6 — Internal Linking

Internal links connect your pages to each other. They help users navigate to related content and pass "link equity" (ranking power) between pages. A well-structured internal linking strategy can significantly lift rankings of your most important pages.

• Link from high-traffic pages to pages you want to rank — this passes link equity.
• Use descriptive anchor text that contains keywords: "keyword research guide" not "click here".
• Every important page should be reachable within 3 clicks from the homepage.
• Avoid "orphan pages" — pages with no internal links pointing to them are difficult for Google to discover and rank.
• Link new content from your most established, authoritative pages.