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Getting Found Organically (SEO)

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  1. Understanding SEO
    1 Topic
  2. Keyword Research
    1 Topic
  3. Google Business Profile
    10 Topics
  4. On-Page SEO
    1 Topic
  5. Off-Page SEO & Link Building
    1 Topic
  6. Local SEO
    1 Topic

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Getting Found Organically (SEO) On-Page SEO What is On-Page SEO? (2025 Edition)
Lesson 4, Topic 1
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What is On-Page SEO? (2025 Edition)

Gavin Reynoldson July 21, 2025
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What is On-Page SEO? (2025 Edition)

Learn how to optimise your website pages so they rank higher, load faster, and speak directly to both Google and your customers.

Introduction

If you’re building your business online, showing up on Google can be a game-changer. But how do you actually get found? One of the most important steps is learning on-page SEO.

On-page SEO is about optimising the pages on your website to help search engines understand them—and visitors enjoy them. It’s what turns a good page into a high-ranking, lead-generating machine.

In this guide, you’ll learn:

  • What on-page SEO is
  • The main elements to focus on
  • How to avoid common mistakes
  • How to measure success

What Is On-Page SEO?

On-page SEO (sometimes called on-site SEO) is the process of optimising individual web pages so they can rank higher in search engines like Google.

That means:

  • Using the right keywords in the right places
  • Writing useful, relevant content
  • Creating a great user experience (fast, readable, mobile-friendly)

It’s one part of the SEO puzzle, alongside off-page SEO (like backlinks) and technical SEO (like site structure and crawlability).

Main Elements of On-Page SEO

1. Page Title (Meta Title)

This is what shows up in Google results and the browser tab.

Best practices:

  • Include your target keyword
  • Keep it under 60 characters
  • Make it click-worthy (add benefits or emotion)

Example:
“Massage Therapy in Leeds | Book a Relaxing Treatment Today”

2. Meta Description

This is the short description under the title in Google search results.

  • Include the keyword naturally
  • Keep it under 160 characters
  • Use a call to action (e.g. “Book online”, “Find out more”)

3. Headings (H1, H2, H3…)

Headings break up your content and help Google understand the page structure.

  • Only one H1 (this is usually your page title)
  • Use H2s for sections, H3s for subsections
  • Include keywords in headings where it makes sense

4. URL Structure

The page URL should be short, clean, and descriptive.

Example: /on-page-seo is better than /page?id=12345

  • Use hyphens (not underscores)
  • Include the target keyword

5. Keyword Placement

Use the keywords naturally throughout your page.

Include keywords in:

  • Page title (H1)
  • First paragraph
  • Subheadings
  • Image alt text
  • Meta description
  • Page URL

6. Content Quality & Relevance

Google wants to show pages that truly help the searcher.

  • Write for humans, not algorithms
  • Be useful and easy to read
  • Match the search intent

Bonus tips:

  • Use short paragraphs
  • Include examples and visuals
  • Cover the topic in depth

7. Internal Linking

Linking between your own pages helps Google understand your site and keeps visitors engaged.

Tips:

  • Use descriptive anchor text (not just “click here”)
  • Link to both pages and blog posts

8. Images & Alt Text

Images should support your content, not slow it down.

  • Compress images to improve speed
  • Use relevant file names (e.g. massage-leeds.jpg)
  • Add alt text to describe the image

9. Mobile-Friendliness

More than 60% of users browse on mobile. Google now ranks mobile versions first.

  • Use a responsive design (most WordPress themes are)
  • Test your site on mobile regularly
  • Avoid pop-ups that block content

10. Page Speed

Fast pages = better rankings + better user experience.

Tools to test speed:

  • Google PageSpeed Insights
  • GTmetrix
  • Pingdom Tools

Quick wins:

  • Compress images
  • Minimise plugins
  • Use a caching plugin

On-Page SEO Checklist

  • ✅ Page title includes keyword and is under 60 characters
  • ✅ Meta description is clear and enticing
  • ✅ URL is short, clean, and descriptive
  • ✅ H1 is unique and used once
  • ✅ H2/H3 structure is logical and keyword-rich
  • ✅ Keyword appears in intro, headings, and body
  • ✅ Content is useful, original, and matches search intent
  • ✅ Internal links point to relevant pages
  • ✅ Images have descriptive alt text and are optimised
  • ✅ Mobile version is clean and easy to use
  • ✅ Page loads in under 3 seconds

Common On-Page SEO Mistakes to Avoid

  • ❌ Keyword stuffing
  • ❌ Duplicate or missing title/meta tags
  • ❌ Slow page loading times
  • ❌ Not using headings properly
  • ❌ No internal links to or from the page

How to Know If It’s Working

After you’ve optimised your pages:

  • Track rankings in a tool like Ubersuggest or Semrush
  • Monitor organic traffic in Google Analytics
  • Use Google Search Console to track impressions and clicks

Keep an eye on:

  • Bounce rate
  • Time on page
  • Click-through rate (CTR) from search

What’s Next?

  • Optimise your homepage and key service pages first
  • Then move onto blogs, location pages, and FAQs
  • Use your keyword map to plan what content to create next

If you haven’t already, check out our:

Summary

  • On-page SEO is about making your pages easy to understand—for people and search engines
  • Focus on clarity, structure, and value
  • Be intentional with your keywords, titles, and content
  • Review your site regularly and optimise over time

With these basics in place, you’ll be building a strong foundation for long-term organic traffic.

Need help putting it all into practice? Download our free On-Page SEO checklist in the GenUp Growth Academy resources section.