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The Ultimate Guide to On-Page SEO Strategies in 2024

Updated: Apr 12

Your guide to on-page SEO

In 2024, on-page SEO is a big deal. It's how you get noticed online and draw in organic traffic – those visitors who come to your website because they want to, not because you paid for ads.

To have a successful website, you need an SEO strategy -- plain and simple. These strategies help you climb the search engine rankings and win clicks. There are 4 types of SEO, but the foundation of a good strategy starts with on-page SEO.

In this guide, we'll break down on-page SEO in straightforward, jargon-free terms. No fluff, just the essentials to boost your website's game. Ready? Let's dive in!

On-page SEO Strategy For Website Infographic

What is On-Page SEO?

On-page SEO is the art of optimizing your website directly to make it more search engine-friendly. Its primary goal? To boost your website's ranking in search engine results, like Google, Yahoo, and Bing.

Why does it matter? Well, higher rankings mean more visibility. When your site shows up at the top of search results, more people click on it. And more clicks mean more visitors, which means more potential leads, sales, and customers!

In short, on-page SEO is the key to a well-optimized website that attracts more organic traffic. Ready to dive into the details? Let's go.

What is on-page SEO infographic
What is On-Page SEO Infographic

1. Keyword Research and Optimization

Before you can optimize, you need to know what you're optimizing for. This is where keyword research comes into play. It's like understanding the language your audience speaks when they search online.

The process of keyword research infographic
The Process of Keyword Research Infographic

The Process of Keyword Research:

Step 1: Brainstorm Your Seed Keywords

Keyword research begins with identifying your seed keywords. These are broad terms or phrases closely related to the content you want to optimize. Start by brainstorming the core concepts and topics of your website or page.

For example, if you're running a gardening blog, your seed keywords could include "gardening tips," "flower care," or "organic gardening."

Step 2: Use Keyword Research Tools

To dive deeper into keyword research, rely on specialized tools like Google Keyword Planner, Ahrefs, SEMrush, or even free options like Ubersuggest. These tools provide valuable insights into search volumes, keyword competition, and related terms.

Enter your seed keywords into the chosen tool's search bar. The tool will then generate a list of keyword suggestions, along with data on search volume, competition levels, and even trends over time. This information is crucial for making informed decisions about which keywords to target.

Step 3: Analyze and Choose Wisely

After obtaining a list of potential keywords, it's essential to analyze and select the most appropriate ones for your content. Consider the following factors:

  • Relevance: Ensure that the keywords align with the content's topic and intent. Keywords should accurately reflect what users are searching for.

  • Search Volume: Aim for keywords with a decent search volume. However, keep in mind that extremely competitive keywords may be challenging to rank for, especially if your website is relatively new. Balancing relevance and search volume is key.

  • Long-Tail Keywords: Don't overlook long-tail keywords, which are longer and more specific phrases. While they may have lower search volumes, they often indicate higher user intent and can be less competitive. These can be particularly effective for niche or specialized content.

Step 4: Keep an Eye on the Competition

Competitor analysis is a valuable aspect of keyword research. By examining what keywords your competitors are ranking for, you can identify opportunities you may not have considered. To do this:

  • Identify your main competitors in the search results for your target keywords.

  • Use SEO tools to view their top-ranking keywords and pages.

  • Assess the competitiveness and relevance of these keywords to your own content.

By understanding your competition's keyword strategy, you can refine your own, uncover gaps, and tailor your content to stand out in search engine results pages (SERPs).

Remember that ongoing keyword research is crucial as search trends and competition can change over time, so regularly revisit and update your keyword strategy to maintain optimal on-page SEO.

Need help with keyword research? Get my FREE GUIDE to keyword research here!

Keyword Optimization in Titles, Headings, and Content:

Once you've got your keywords, it's time to put them to good use:

In Titles:

  • Your primary keyword should appear naturally in your page or blog post title.

  • Make it intriguing – titles are the first things people see in search results.

In Headings:

  • Use headings (H1, H2, H3, etc.) to structure your content.

  • Include relevant keywords in headings to signal what your content is about.

In Content:

  • Sprinkle your keywords throughout your content, but don't overdo it.

  • Keep it natural and readable – don't sacrifice quality for keyword stuffing.

Remember, the goal here is to make your content relevant to what people are searching for without compromising the user experience. It's all about finding that sweet spot.

Now that we've got the keyword basics covered, let's move on to the next vital on-page SEO element: Content Optimization.

2: Content Optimization

Content optimization infographic
SEO Content Optimization Infographic

In the world of on-page SEO, content is your secret weapon. It's not just about throwing words on a page; it's about creating high-quality, engaging content that grabs your audience's attention and keeps them coming back for more.

The Importance of High-Quality, Engaging Content

Why does content carry so much weight in on-page SEO? Well, let's get down to brass tacks:

  • Relevance and Trustworthiness: Search engines are on a mission to deliver the most pertinent and reliable results to users. High-quality content cements your website's reputation as a credible wellspring of information.

  • User Experience: Engaging content keeps visitors glued to your site for longer durations. The more time they spend, the greater the likelihood they'll explore, interact, and ultimately convert.

  • Link-Worthy: Quality content is like a magnet for backlinks from other esteemed websites. This enhances your authority in the eyes of search engines.

  • Freshness: Regularly updating your content demonstrates that your website is active and thriving, a gesture search engines hold in high regard.

Now that we've underscored the paramountcy of content, let's roll up our sleeves and dissect the crucial elements of content optimization:


Heading Optimization Infographic
Heading Optimization Infographic

Headings, categorized as H1, H2, H3, and so forth, play a pivotal role in content structuring and SEO:

  • H1 (Heading 1): This is your showstopper, the main title. It should be crystal clear, concise, and incorporate your primary keyword. Example:

    • H1: "Mastering the Art of French Cuisine: A Culinary Journey"

  • H2 (Heading 2): These are the supporting acts, subheadings that dissect your content into digestible sections. They also should include relevant keywords. Example:

    • H2: "French Culinary Techniques for Beginners"

    • H2: "Exploring Classic French Recipes"

  • H3 and Beyond: Think of these as the backstage crew. Further subheadings that break content down into bite-sized portions for easy consumption.

Pro Tip: Properly formatted headings not only make your content more reader-friendly but also help search engines understand the structure and hierarchy of information on your page.

Meta Descriptions:

Meta descriptions are like movie trailers for your web pages in search results. They serve a dual purpose:

Engagement: A meticulously crafted meta description can lure users into clicking your link by offering a sneak peek of your content's value.

  • Example: "Explore the secrets of mastering French cuisine with our comprehensive guide. From essential techniques to classic recipes, embark on a culinary journey."

Relevance: Including relevant keywords in your meta description can increase your page's chances of ranking for those specific terms.

Pro Tip: Keep your meta descriptions brief, typically around 150-160 characters. Ensure they accurately encapsulate your content's essence.


Images are not just eye candy; they also play a pivotal role in SEO:

Image Alt Text: When incorporating images into your content, provide descriptive alt text. This enhances accessibility and furnishes search engines with additional context regarding your content.

  • Example: Alt Text for a Dish Image: "Exquisite Ratatouille A Classic French Delight Featured in a White Bowl. "

File Size and Compression:

Large image files can be the anchor that slows your page down, affecting both user experience and SEO. To maintain optimal speed, compress your images.

3: Page Speed and Mobile Friendliness

Page Speed and SEO Infographic
Page Speed and SEO Infographic

In the fast-paced world of the internet, speed matters—a lot. When it comes to on-page SEO, two critical factors that can make or break your website's performance are page speed and mobile friendliness.

1. How Page Speed Affects SEO

Imagine you're in a hurry, searching for information or a product. You click on a link and… it takes forever to load. Frustrating, right? That's exactly how your visitors feel when your website is slow to load.

This frustration can have a significant impact on your SEO and overall user experience. Here's why:

  • Bounce Rate: Slow-loading pages lead to higher bounce rates. If visitors leave your site immediately because it's slow, search engines interpret this as a sign that your content isn't relevant or engaging.

  • Rankings: Google considers page speed when ranking websites. Faster websites are more likely to rank higher in search results.

  • Crawl Budget: Search engine bots have limited time to crawl your site. If your pages are slow, they may not crawl as many pages, potentially missing valuable content.

Website speed screenshot

Now, let's get to the nitty-gritty of how to optimize page speed:

Image Optimization:

  • Choose the Right Format: Use the right image format (JPEG for photographs, PNG for graphics) to keep file sizes small.

  • Resize Images: Resize images to the dimensions they will be displayed. Don't use large images if they'll be shown in a smaller space.

Image compressor website


  • Before: An unoptimized image of a product with a file size of 2MB.

  • After: The same image optimized in JPEG format with a file size reduced to 200KB.

Minimize HTTP Requests:

  • Reduce the number of elements on a page that require separate server requests (images, scripts, stylesheets).

  • Combine multiple scripts and stylesheets into a single file to minimize requests.


  • Before: Five separate JavaScript files making five requests.

  • After: Combined JavaScript files into one, reducing it to a single request.

The Significance of Mobile Optimization

6 Tips for Mobile Friendliness Infographic
6 Tips for Mobile Friendliness Infographic

Mobile optimization is no longer a nice-to-have; it's a must. With a significant portion of internet traffic coming from mobile devices, having a mobile-friendly website is crucial for SEO and user experience.

  • Google's Mobile-First Index: Google primarily uses the mobile version of your site for ranking and indexing. If your site isn't mobile-friendly, you're missing out on potential rankings.

  • User Experience: Mobile users have different needs and behaviors compared to desktop users. A mobile-optimized site ensures that visitors can navigate, read, and interact with ease.

Now, let's dig into the steps for mobile optimization:

Responsive Design:

  • Use responsive design principles to ensure your site adapts to various screen sizes and orientations.


  • A responsive design ensures that your website looks and works well on both desktop and mobile devices.

Mobile-Friendly Testing:

Mobile Friendly Test
Mobile Friendly Test


By optimizing your page speed and ensuring mobile friendliness, you not only enhance your SEO but also provide a better experience for all your visitors, regardless of the devices they use. It's a win-win that can lead to improved rankings and increased user engagement.

4: URL Structure and Permalinks

In the intricate world of on-page SEO, even the seemingly minor details can make a significant difference. One such detail is your URL structure and the often-overlooked yet crucial component known as permalinks.

1. How to Create SEO-Friendly URLs

SEO-friendly URLs are not just about aesthetics; they play a pivotal role in helping both search engines and users understand the content of your web pages. Here's how you can create them:

Keep It Simple and Relevant:

  • A clean, straightforward URL structure is your best bet. Avoid long strings of numbers, symbols, or gibberish.

  • Use keywords in your URLs that reflect the topic or content of the page.


Use Hyphens to Separate Words:

  • When multiple words are necessary in your URL, separate them with hyphens. This improves readability for both humans and search engines.


Avoid Stop Words:

  • Stop words like "and," "the," "in," etc., don't contribute much to the meaning of a URL. Skip them for cleaner URLs.


  • Non-SEO-Friendly URL:

  • SEO-Friendly URL:

The Importance of Permalinks

Permalinks are the permanent web addresses for your pages and posts. They are not just essential for SEO but also for your website's overall structure and user experience.

  • Consistency: Permalinks provide a consistent way to access your content, even if you change your site's structure or navigation.

  • Linking: Permalinks are the URLs you share with others and include in your internal and external links. Changing them can lead to broken links and a poor user experience.

Now, let's dive into creating SEO-friendly permalinks:

Choose a Descriptive Structure:

  • Opt for a permalink structure that includes the post title or a description. Avoid default structures that include dates and post IDs.


Edit Permalinks for Clarity:

  • After creating a post or page, review and edit the permalink to ensure it's concise and reflects the content.


  • Original Permalink:

  • Edited Permalink:

By adhering to these URL structure and permalink practices, you not only make your website more user-friendly but also boost its SEO potential. Clear, concise URLs enhance both user experience and search engine understanding, contributing to improved rankings and site visibility.

5: Internal and External Linking

Internal Link Structure Infographic

In the intricate realm of on-page SEO, internal and external linking are like the connective tissues that hold your website together, providing structure, credibility, and authority. Let's dive into why these linking strategies matter and how to wield them effectively.

The Value of Linking to Internal and External Sources

Internal linking helps build website cohesion.

Improved Navigation: Internal links act as signposts, guiding visitors through your website. They help users discover related content, increasing engagement and time spent on your site.

  • Example: On a blog post about "Healthy Eating," you can include internal links to related articles like "Benefits of a Mediterranean Diet" or "Top Superfoods."

Distributing Authority: Internal links can distribute "link juice" (authority) from one page to another, boosting the ranking potential of your important pages.

  • Example: A well-optimized homepage can pass authority to other key pages on your site, like product pages or cornerstone content.

External linking gives you an opportunity to cite trustworthy sources.

Credibility and Trust: External links to reputable sources demonstrate that your content is well-researched and trustworthy. This can increase your own website's credibility.

  • Example: In an article on climate change, linking to authoritative sources like NASA or IPCC reinforces your content's reliability.

Networking: Linking to external sources can foster relationships with other websites, potentially leading to backlinks from them, which is beneficial for your SEO.

  • Example: When you reference other websites in your industry, they may notice and reciprocate with backlinks to your content.

Internal Linking Tips:

Relevance is Key: Only link to relevant content. The linked page should provide additional value or context to the reader.

  • Example: In a recipe article, an internal link to another recipe or cooking technique is relevant, but a link to an unrelated product page isn't.

Anchor Text Matters: Use descriptive anchor text (the clickable text of the link) that tells users and search engines what to expect on the linked page.

  • Example: Instead of "Click here," use anchor text like "Learn more about organic gardening tips."

Don't Overdo It: Avoid excessive internal links within a single piece of content. Keep it natural and user-friendly.

External Linking Tips:

Reputable Sources: Link to well-established and credible sources that enhance the value of your content.

  • Example: In a medical article, linking to a renowned medical journal adds credibility.

Open in New Tabs: When linking to external sources, set the links to open in new tabs or windows, so your visitors don't leave your site entirely.

  • Example:Use the HTML attribute target="_blank" to achieve this.

Fact-Check Regularly: Over time, external sources may change or become outdated. Periodically review and update your external links for accuracy.

  • Example:If a linked source no longer provides relevant information, find a more up-to-date replacement.

Mastering the art of internal and external linking not only enhances your website's user experience but also elevates your credibility and authority in the eyes of both users and search engines. It's a subtle yet potent tool in your on-page SEO arsenal.

6: User Experience (UX)

Website navigation infographic
Website Layout Infographic

In the complex world of on-page SEO, user experience (UX) takes center stage as a paramount factor. A user-friendly website isn't just a nice-to-have; it's the very foundation of online success. Let's delve into the profound significance of UX and explore how you can optimize it through key elements like navigation and readability.

The Significance of a User-Friendly Website

A user-friendly website isn't just a superficial perk – it's the key to unlocking several critical advantages for your online presence. Consider these key points:

Retention and Engagement: A user-friendly site encourages visitors to explore further, interact with your content, and linger longer on your pages. This prolonged engagement signals to search engines that your content is valuable.

  • Example: An intuitive interface and easy navigation on an e-commerce site keep users browsing product listings and making purchases.

Bounce Rate Reduction: Providing a seamless experience minimizes bounce rates. High bounce rates can harm your SEO rankings.

  • Example: A blog with clear headings, readable fonts, and relevant content keeps readers engaged, reducing the likelihood of bouncing.

SEO Friendliness: Search engines factor in user experience when determining website rankings. A user-friendly site is more likely to secure higher positions in search results.

  • Example: A mobile-responsive site ensures that mobile users have a positive experience, contributing to better ran

UX Elements: Navigation and Readability

In the pursuit of an exceptional user experience, two fundamental elements come into play: navigation and readability. Consider these strategies:

Navigation: Guiding the Way

Effective navigation is akin to providing a clear roadmap for your visitors. Here's how to achieve it:

Intuitive Menus: Design clear and intuitive menus that help users find what they're looking for easily.

  • Example: The image below shows my menu navigation. I keep it clear and don’t include too many options. I highlight the action I want people to take [Schedule Your Call!]

Logical Hierarchy: Organize content with a logical hierarchy, ensuring that important pages are prominently featured.

  • Example: On an educational website, course categories should be structured logically, with primary courses upfront.

Search Functionality: Implement a search bar that allows users to find specific content quickly.

  • Example: An e-commerce site should have a search bar that can help users find products by name or

Readability: The Art of Easy Comprehension

Readability is the cornerstone of effective communication on the web. Ensure your content is easily digestible:

Clear Typography: Choose readable fonts, font sizes, and line spacing.

  • Example: A news website should use legible fonts and provide enough spacing for comfortable reading.

Descriptive Headings: Use headings that are informative and concise, giving users a clear understanding of your content's structure.

  • Example: In an article about photography, headings like "Choosing the Right Camera" and "Composition Tips" are informative.

Multimedia Balance: Use images, videos, and other multimedia elements purposefully to enhance the reading experience.

Example: In a travel blog, photos should complement the text rather than overshadow it.

Optimizing UX through effective navigation and readability isn't just a superficial endeavor – it's a strategic move that enhances the overall user experience. A user-friendly website not only improves engagement but also bolsters your SEO endeavors, making it an indispensable facet of on-page SEO.

How to Create an On-page SEO Strategy for Your Website

Website SEO infographic
Website SEO Infographic

Creating an effective on-page SEO strategy is like charting a course for success in the digital realm. In this section, we'll provide a comprehensive step-by-step guide to help you formulate a robust SEO strategy for your website.

1. Website Audit: Laying the Foundation

Before you start on any SEO journey, it's crucial to assess your starting point. An initial website audit serves as a compass, guiding your SEO strategy in the right direction. It helps you identify areas that need improvement, uncover technical issues, and understand your site's current performance.

Tools and Techniques for Auditing

To conduct a comprehensive website audit, consider utilizing various tools and techniques:

  • Google Analytics: Analyze traffic, user behavior, and site performance.

  • Google Search Console: Identify crawl errors, index status, and search queries.

  • SEO Audit Tools: Platforms like SEMrush, Moz, and Ahrefs provide in-depth site audits, highlighting technical issues and SEO opportunities.

  • Manual Inspection: Review your website's structure, content, and user experience.

2. Keyword Strategy: Developing a Keyword Strategy

Keyword research is the cornerstone of SEO success. Develop a keyword strategy by:

  • Understanding Your Audience: Identify your target audience and their search intent.

  • Competitor Analysis: Investigate keywords that competitors are ranking for.

  • Keyword Research Tools: Use tools like Google Keyword Planner, SEMrush, or Ahrefs to discover relevant keywords.

Long-Tail Keywords and Their Relevance

While short, high-traffic keywords are valuable, don't overlook long-tail keywords. These longer, more specific phrases may have lower search volume but often convert better. They also face less competition, making it easier to rank for them.

3. Content Calendar: The Heartbeat of Your Strategy

Planning and Maintaining a Content Calendar

Consistency is key in SEO. Plan and maintain a content calendar to keep your website fresh and engaging. A content calendar should:

  • Outline Content Topics: Plan what topics you'll cover and when.

  • Set Publishing Dates: Establish a consistent posting schedule.

  • Assign Responsibilities: Clarify who will create, edit, and publish content.

Emphasizing Consistency in Publishing

Consistent content publishing builds trust with both users and search engines. It signals that your website is active and continually providing value.

4. On-Page Optimization: Practical Steps for Optimizing On-Page Elements

On-page optimization involves fine-tuning your content and website elements for SEO. Key steps include:

  • Keyword Placement: Incorporate target keywords naturally in titles, headings, and throughout the content.

  • Meta Tags: Craft compelling meta titles and descriptions that encourage clicks.

  • Image Optimization: Optimize images with descriptive alt text and compressed file sizes.

  • Internal Linking: Link to related pages within your website to improve navigation and distribute authority.

Best Practices

Adhere to best practices such as creating high-quality, informative content, using descriptive headings, and ensuring mobile responsiveness.

5. Monitoring and Adjusting: The SEO Compass

SEO is an ongoing process. Regular monitoring allows you to:

  • Track Progress: Measure your SEO efforts' impact on rankings, traffic, and conversions.

  • Identify Issues: Detect and address technical or content-related issues promptly.

  • Stay Updated: Adapt to algorithm changes and industry trends.

Tools for Tracking SEO Performance

Leverage SEO tools like Google Analytics, Google Search Console, and third-party platforms to monitor your website's performance. These tools provide valuable insights to guide adjustments to your strategy.

By following this step-by-step guide, you can create a solid on-page SEO strategy that aligns with your website's goals and ensures ongoing growth and success in the digital landscape. Remember, SEO is a dynamic field, so staying adaptable and continually learning is key to long-term success.

Easy SEO Tactics for 2023: Staying Ahead of the Curve

In the ever-evolving landscape of SEO, staying up-to-date with the latest tactics is essential to maintain and improve your website's search engine rankings. In this section, we'll explore a list of actionable and easy-to-implement SEO tactics for 2023.

1. Voice Search Optimization: Conversational SEO

Voice search is on the rise, thanks to the popularity of voice-activated devices like smartphones and smart speakers. To optimize for voice search:

  • Conversational Keywords: Use natural, conversational keywords that mimic how people speak.

  • FAQ Content: Create content that answers common questions people ask using voice search.

  • Local Optimization: Optimize for local voice searches by including location-specific keywords.

2. Featured Snippets: Capturing Position Zero

Featured snippets are the concise, information-packed results that appear at the top of some search results. To target featured snippets:

  • Identify Snippet Opportunities: Research keywords and questions in your niche with featured snippets.

  • Structured Content: Organize your content with clear headings and bullet points to increase the chances of being featured.

3. Schema Markup: Enhancing Search Visibility

Schema markup provides additional context to search engines, helping them understand your content better. This can lead to rich snippets in search results. To implement schema markup:

  • Choose Appropriate Schema Types: Select the relevant schema types for your content, such as product, recipe, or event.

  • Structured Data Testing: Use Google's Structured Data Testing Tool to validate your markup.

4. Video SEO: The Power of Visual Content

Video content has become a significant player in the SEO game. It enhances engagement and attracts more visitors. To optimize video content for SEO:

  • YouTube Optimization: If using YouTube, optimize your video titles, descriptions, and tags with relevant keywords.

  • Transcripts and Captions: Include transcripts and captions for better accessibility and indexability.

  • Video Sitemaps: Create and submit video sitemaps to Google to improve search visibility.

5. Local SEO: Connecting with Nearby Audiences

Local SEO is vital for businesses targeting local audiences. To improve your local SEO:

  • Google My Business: Create and optimize your Google My Business listing with accurate information.

  • Local Keywords: Use location-based keywords in your content and meta tags.

  • Online Reviews: Encourage and manage online reviews on platforms like Yelp and Google.

By implementing these easy SEO tactics for 2023, you can stay ahead of the curve and enhance your website's visibility in search results. Remember, SEO is an ongoing effort, and staying informed about the latest trends and updates is crucial for long-term success.

Your On-Page SEO Roadmap

In this guide, we've unraveled the essentials of on-page SEO for 2023:

  • Importance: On-page SEO is your key to organic traffic and online success.

  • Foundations: We explored its definition and vital role in website optimization.

We dissected website on-page SEO strategies, from keywords to user-friendly experiences. Then, we mapped out a step-by-step SEO strategy:

  • Audit: Begin with a website audit.

  • Keywords: Craft a smart keyword strategy.

  • Content Calendar: Maintain consistency in content publishing.

  • Optimization: Fine-tune on-page elements.

  • Monitoring: Continuously track and adapt using SEO tools.

Now, it's time to act. Implement these strategies, adapt to changes, and watch your website rise in search results. The journey to SEO mastery is ongoing, and your adventure has just begun. Cheers to your success in the dynamic world of on-page SEO!

Author Bio: Your On-Page SEO Guide

Kristin Overly - SEO Strategist
Kristin Overly - SEO Strategist

Hello, I'm Kristin Overly, your guide through the world of on-page SEO. With years of experience in the dynamic field of search engine optimization, I've had the privilege of helping businesses and websites like yours thrive in the digital landscape.

My expertise spans various industries, and I've witnessed firsthand the transformative power of well-executed on-page SEO strategies.

My commitment to staying at the forefront of SEO trends ensures that I can provide you with the latest insights and practical advice to boost your organic traffic and improve your online visibility.


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