On-Page SEO

We understand as an SEO agency the importance of on-page SEO optimisation. It is an integral part of SEO strategy and also how well a page performs on searches. Also known as on-site SEO, this strategy is the practice of optimising content for search engines. The ways in which you can do this include optimising title tags and including links. Why is on-page SEO so important though and how can it be used to help improve the performance of certain pages on search engines? We answer this and take a look at SEO factors below.


The importance of optimising the content cannot be understated. Simply put, users are looking for something particular so will be hoping the content ties together with their search terms. First and foremost, the content itself needs to be of high quality and unique.

Many search engines have created algorithms that are able to identify quality content, highlighting the importance of creating unique and quality copy. Users are more likely to engage with that page and site overall if the quality of the content is to a high standard.


Having content with high authority links included is another vital piece of the on-site SEO puzzle. Adding internal and external links to a page help in different ways. With external links, they help search engines identify the topic of the page, therefore helping a search engine know where to link particular pages to search terms. Internal links help indicate to search engines what other pages on your site are useful and important.

Both forms of links help improve their search performance and highlight what is important on your site as a whole, improving other pages search performances along the way.

Find out more about our approach to link building here.

Meta optimisation

When typing a particular query into a search engine, you will most likely see that the query is matched by the title tag and the keywords in the search and title are the same. This proves the importance of choosing appropriate titles for a page. Having relevant keywords close to the top of the page is vital for its search performance and what better way to relate to certain search terms than by having relevant titles to the query?

Another tip is the benefit of having question-based title tags. Research taken by ‘backlinko’ showed that question-based title tags have a higher organic CTR (click-through rate) than non-question-based by over 14%.

User experience

When creating the content and making sure that it is optimised with links and titles, the user experience can be demoted and almost forgotten about entirely. Having an aesthetically pleasing page is more likely to keep people on the page as well as keep people coming back to visit. The aesthetic nature of the page is not the only important factor however, with speed and responsiveness also playing a part in the overall user experience.

Structured data

Structured data is essentially the data talking to search engines about what the page contains and its topics. This goes in favour of search rankings as search engines will now have a better understanding of what is included on the page. Adapting the way in which search results are displayed is also a huge advantage, which is another benefit of structured data highlighted by schema and rich snippets.

Schema and rich snippets help display search results in a more thorough manner, as search engines have additional information due to the structured data. When using a search term, a rich snippet will highlight more information about the page and therefore will most likely lead to more clicks and visits for the site as the result naturally stands out more to the user.

Can the page be crawled?

A pages crawlability can be overlooked when optimising content. Having a page that can be crawled easily is important as it makes it easier for search engines to understand what is included in a given page. Being indexed allows a site to be crawled regularly and therefore allows the site to rank on search engines, making it easier for users to find the page that they are looking for.

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