On-Page SEO
The Pillar You Fully Control.
On-page SEO is everything you do on a page itself - content, titles, headings, links, images and structured data - to make it the best available answer to a search query, for readers and machines alike. Unlike links or proximity, it's entirely within your control, which makes it the highest-leverage place to start.
What we optimise on every page
Search Intent
Match the page type Google already rewards for that query - guide, comparison, product or service page - before touching anything else.
Title & Meta
Front-loaded, accurate titles (50–60 characters) and benefit-led descriptions (140–160 characters) that Google has no reason to rewrite.
Structure & Headings
One H1, a logical H2–H6 outline, and question-formatted headings that double as an AI-extractable summary.
Content Depth
Answer-first paragraphs, genuine coverage of the sub-questions readers have next, and at least one original fact or example.
Internal Linking
Free ranking value: connecting your highest-traffic pages to your highest-value pages with descriptive anchor text.
Structured Data
JSON-LD schema - Article, FAQPage, Product - so machines don't have to guess what a page contains.
The on-page cheat sheet
| Element | Rule of thumb |
|---|---|
| Title tag | 50–60 characters, main topic first |
| Meta description | 140–160 characters, key message in the first 120 |
| H1 | Exactly one per page |
| URL | Short, lowercase, hyphenated, descriptive |
The 10-minute audit
- Unique title and meta description - no duplicates
- One H1, no skipped heading levels
- A direct answer within the first 100 words
- At least two internal links in, two out
- Descriptive alt text on every meaningful image
- Valid structured data for the page type
Mistakes that waste a good page
- Optimising for the wrong search intent
- Keyword stuffing titles, alt text or headings
- Multiple H1s, or headings used purely for visual styling
- No internal links into or out of the page
- Two pages quietly competing for the same query