What Is It In Search Engine Optimization

On-page search engine optimization is not just beneficial for getting traffic from general keywords, but it works great for local SEO too. By optimizing certain elements for your local area, you can increase the chances that your site will be discovered in the local search results.

And when you add your keywords to these fields, you can improve the on-page SEO and topical relevance for the target queries you want the content to rank for.

Internal Linking

Google has discovered that users prefer faster-loading web pages, and if a page takes longer than 3 seconds to load on a mobile device, the user will often bounce from the page. So improving your page speed is a good on-page SEO optimization activity to consider.

Core Web Vitals

It’s no surprise that brands that have more pages ranking at the top of Google for queries related to their niche have more brand equity than the businesses on page two or lower in the SERPs.

Unlike off-page SEO, where you have no control over the optimizations, on-page SEO is easily managed and updated.

A good internal linking strategy is one of the easiest on-page SEO strategies you can use to give your content a boost in rankings. By using keyword-rich anchor text on your internal links, you can increase the keyword relevance and topical authority for that page for those terms.

Structured Data

The final benefit of on-page SEO is an increase in brand awareness. Achieving higher rankings for your content will improve the visibility of your brand in the search engines. And that can enhance the value of your brand in a potential customer’s eyes.

We’ll go over the top areas you can optimize for on-pages SEO later in this guide, but for now, just know that well-optimized content can capture more clicks from the SERPs. And it’s a good strategy to outrank your competition.

Internal linking refers to the process of linking two pages on your site together. Internal links are good for the user experience because they get exposed to more content on your site and they’re also good for search engine crawlers because it helps the robot find relevant pages.

Also, copywriting is a good strategy to use to increase the CTR of your pages. If you’re new to this concept of writing, check out my post on what is SEO copywriting to learn more about it.

Increased Conversion Rates

By optimizing your entire site and specific on-page SEO elements, you can easily pass the mobile optimization requirements for Google.

Difference Between On-Page SEO and Off-Page SEO

In this guide, we’ll answer the question, “what is on-page SEO?”

Although it’s not a direct ranking factor, the meta description is still a good place to put your keywords because those words become bold when they match a target query.

Search engines like Google also use certain types of Structured Data to display rich results in the SERPs. So it’s a good idea to add Structured Data elements to your pages if you’re trying to rank your content in the rich results features like product reviews, recipe information, and image carousels.

Page Speed

Search engines like Google have moved to mobile-first indexing which means that the mobile version of your content will be the predominant source for indexing and ranking a web page.

Core Web Vitals is a common set of signals for websites that Google deems to be critical to all users on the Internet. And in 2021, Core Web Vitals became a search engine ranking factor so it’s good to optimize for these elements.

On-page SEO is the least expensive optimization strategy for a website. And if you perform the optimization techniques yourself, then it costs nothing but your time to implement.

The top reason for why is on page SEO important is that your keyword rankings will improve in the search engine results pages (SERPs). The better optimized your content is for specific keywords, the more Google will match it to specific search queries. See this related guide

Increased Organic SEO Traffic

On-page SEO works by increasing the relevance on a web page for specific keywords to improve search engine visibility and traffic for those queries. For on-page SEO to work well, you must optimize on-site elements like the HTML, body content, images, and internal links.

On-page SEO is important because it helps search engines understand your website and its content. Good on-page SEO optimization also makes it easier for search engines to match your content to relevant search queries. The importance of on-page optimization is to achieve higher rankings and search engine visibility for your site.

The purpose of Core Web Vitals metrics is to quantify the user experience with a website by factoring in the visual stability of a page and the load time before it’s interactive.

“Beyond matching the words in your query with relevant documents on the web, Search algorithms also aim to prioritize the most reliable sources available. To do this, our systems are designed to identify signals that can help determine which pages demonstrate expertise, authoritativeness, and trustworthiness on a given topic.”

The work of on-page SEO is what helps increase your site’s rankings for the keywords that matter most for your business.

What Factors Are Included In On-Page SEO?

Well, content that’s been properly optimized for on-page SEO often has better conversion rates and produces more leads, customers, and sales. That’s because users see various signals on the page that confirm the content is relevant to their search terms. Without those tactics in place, a visitor may bounce from the page because it doesn’t seem like a good match for their search.

Better User Experience

Local SEO is important for any brick-and-mortar business that wants to increase its local customer base.

Boost In Click-Through Rate (CTR)

(This topic is also covered in my article on SEO analysis.)

On-Page Optimization Benefits

Benefits of On-Page SEO Optimization

Improved Keyword Rankings

By the end of this article, you’ll have a good understanding of the search engine practice of using on-page SEO optimization to improve the keyword rankings and traffic for a website.

On-page SEO

However, if you experience a ranking drop from those on-page updates, you can easily reverse them and try to reclaim your lost rankings.

Google’s documentation on “How Search Works” states:

Once that work is complete, Google will then compare your content to other pages in its index to determine how relevant your page is for specific queries and at what position it should rank in the SERPs.

In my article on what is organic SEO, I posted the following two facts:

  • 40% of business revenue is captured by organic traffic, which has no financial cost.
  • The average cost per conversion is $56.11 on the Google Ads search network and $90.80 on the display network.

The URL is what appears in the address bar of a web browser for each web page on your site. Having an SEO optimized URL can improve your on-page search engine optimization. Therefore, it’s best to include your target keywords in the URLs for each page.

Page Content

Another good benefit of on-page SEO you can experience is an increase in organic search traffic. As your keyword rankings improve, so will the visibility of your pages in the search engine. And that can lead to more people visiting your pages from Google.

I hope you enjoyed this guide on what is on-page SEO optimization.

The meta description is a brief summary of the page that appears below the meta title tag in the SERPs.

Also, you can ignore the meta keywords tag because it’s not crawled or supported by major search engines anymore. To learn more about this, check out my post on what are meta keywords here.


In that post, you’ll find a complete list of factors for both on-page and off-page SEO and how each activity works to improve the optimization of your content.

On-Page SEO Optimization Summary

The best way to do that is to cover a topic in full on the page. Answer any and all questions surrounding the keyword phrase and add signals on the page that prove your authority on the subject.

When a search engine like Google crawls your website, it takes into account various factors of each web page and adds them together to develop a ranking score for specific keywords.

With off-page SEO, you have to wait for Google to crawl the backlinks, assess their quality, and assign your page a new SEO score. This process can take several weeks to many months to measure the effect.

More Brand Awareness

The meta title tag is the main heading that appears for your listing on the search engine results page (SERP). And it’s one of the most important aspects to optimize for keyword rankings.

Now that you understand how on-page search engine optimization can improve the CTR for your website, the next thing you may be wondering is “what is on-page optimization going to do for conversion rates?”

Now that you know what on-page optimization is, how it works, and the importance of this activity, you can focus on ways to improve the SEO on your own content to increase its organic rankings and traffic.


It goes on to say:

The H1 tag is the most important tag for on-page SEO optimization and it should include your main target keyword. The H2 to H3 tags are the next important elements for on-page SEO. Using your main and secondary keywords in these tags can improve topical relevance for those phrases.

Delivering the Best SEO Tips…

When compared to building backlinks and doing paid advertisements, on-page optimization wins every time. So if you want the most cost-effective search engine optimization strategy to follow, on-page SEO is the activity to pursue.

Higher ROI Than Paid Ads

But in addition to just using your keywords on the page, you also have to make sure that the content is meeting the search intent for the visitor and displays expertise, trust, and authority (E-A-T).

You can also link out to other websites to back up your claims so that Google can crawl other sites to verify the information you’re giving the user.

Image Optimization

When on-page optimization is done correctly, it can boost the click-through rate (CTR) for your listings in the search engines. A page’s listing that includes target keywords in specific areas, such as the meta title, meta description, and URL, often gets a higher CTR than underoptimized listings.

But we’ll go over more than just the definition of on-page optimization. We’ll also explain how on-page SEO works, why it’s important, and how to improve the on-page search engine optimization for your website using specific strategies.

Taken together, these statements are saying that Google crawls your website and scans each web page for on-page SEO elements to identify the best keywords for the content. It also looks for other on-page and off-page signals that demonstrate E-A-T (expertise, authority, and trust) for the surrounding topic.

The key metrics for Core Web Vitals include:

  • Largest Contentful Paint (LCP): This measures page loading speed and marks the point at which the majority of the page content has downloaded.
  • First Input Delay (FIP): This quantifies the speed of the first initial engagement a user can have with a page.
  • Cumulative Layout Shift (CLS): This measures the amount of layout shift on the visible content of the page (i.e. the visual stability as the page loads and is scrolled through).

Mobile Optimization

As you discovered, the basic definition for on-page search engine optimization is adjusting elements on your web pages for specific keywords to improve search engine visibility and traffic. And the reasoning behind why is on-page SEO important is that it makes it easier for search engines to match your content to relevant search queries in the SERPs.

So it pays to learn how on-page SEO works and the methods you can focus on to increase exposure for your site in the search engines, which we’ll go over next.

How on-page SEO works

How On-Page SEO Works

This goes along with the previously mentioned benefit because if you’re getting higher conversion rates, then your users are clearly happy with your SEO content. See my guide on why is SEO content important to learn more about SEO content in particular.

Inexpensive SEO Optimization Strategy

Using specific keywords in the meta title tag for each page makes it easier for search engine crawlers to understand the content is about and rank it accordingly.

Meta Description

That’s the basic definition for what is on-page SEO. Now let’s go over why on-page optimization is important and the benefits you can expect from using this search engine optimization strategy.

Why Is On-Page SEO Important?

The H4 to H6 tags are not as important as the H1 to H3 tags. You can add keyword variations into these headings if you’d like, but it’s not too important for ranking purposes.


“The most basic signal that information is relevant is when a webpage contains the same keywords as your search query. If those keywords appear on the page, or if they appear in the headings or body of the text, the information is more likely to be relevant.”

With on-page SEO, there are several different factors to focus on to optimize your content for higher rankings and traffic. The top on-page SEO factors are listed below for you to focus on to improve organic visibility in the search engines.

Meta Title Tag

Page speed is now a ranking factor and Google has certain criteria for measuring a site’s performance (mentioned next). Essentially, page speed refers to how fast your web pages take to load before a user can interact with them.

Headings consist of H1 to H6 tags.

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As you can see, organic SEO, which is controlled mostly by on-page optimization, has the highest return on investment (ROI) for any business with a website.

Easily Managed and Updated

The page content is the main body of text that the user reads. It can also include images (mentioned next). Optimizing the page content for on-page SEO is important because it helps Google understand what queries to rank the content for.

As explained in my article on what is SEO content writing, when on-page search engine optimization is done well, you can improve your website’s visibility in the search results for the most relevant keywords.

Google likes to reward content that offers a good user experience and meets the search intent of the user. And if you do on-page SEO correctly, then your visitors will enjoy your pages more.

On-page SEO refers to the techniques you can use to optimize the content on your site while off-page SEO consists of off-site factors like backlinks and brand mentions. You can read the full difference between on-page and off-page SEO here.

On-page SEO is the practice of optimizing web pages for specific keywords to improve search engine visibility and traffic. On-page SEO is also called on-site SEO. On-page optimization includes items like page titles, meta tags, URL structure, headings, body content, images, and more.

Structured Data is also known as Schema Markup and it is a set of code that can be added to any web page to help search engines better understand the content.

To optimize for Mobile SEO, you need to focus on having a responsive design, improving mobile speed, specifying the correct viewport, improving mobile legibility and tap target sizes, and not using interstitials or pop-ups that impair the user experience.

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What Is On-Page SEO?