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A Guide to On-Page SEO

September 21, 2020

On-page optimization is a crucial step in SEO and can play a significant role in getting your site to rank higher within the SERPs. Not only is it super simple but it can also be a quick and effective effort to improve rankings. It’s especially important for those low hanging fruit keywords that just need a little push to page one of the search results. Discover eight of the most important on-page considerations below:

Title Tags

This is the HTML tag found in the header section of every single webpage. Title tags can be seen in the browser window and as the clickable link within the search results. On its own, the title tag doesn’t have much impact on the organic rankings. However, for Google and the user, it provides an initial insight into the context and topic of the webpage. But a poorly written, missing or duplicate title tag can negatively affect your SEO so optimizing this is crucial.

Meta Description

Often displayed underneath the title of the page within SERPs meta description and tags provide an initial description of what the page is about and needs to entice the user. Although Google states that meta descriptions don’t help with rankings there’s evidence that suggests it has many benefits. These include improving the click-through rate, the quality of the result and showcasing what your website offers.


E-A-T is a framework used by Google to assess a website’s content and stands for Expertise, Authoritativeness and Trustworthiness. The better the quality of your content, the better the rankings. You can see evidence in the search results with the relationship between visibility and high-quality content. The correlation can’t be ignored and therefore highlights that E-A-T needs to be integrated into your SEO strategy.


A compelling headline could make the difference between a user scrolling past you in the SERPs or reading your content. Your headline needs to stand out, entice and excite the reader for it to perform well on search. A very basic element, but one that could draw a significant amount of traffic to your site.

Image Optimization

Images are a great way to draw users attention and make your web pages look more appealing. However, if they are not optimized correctly it could slow down your website and page speed is a ranking factor. Optimized images can provide additional ranking opportunities when they show up in Google Image Search. They also provide a better user experience and improve page load times. 

Keyword Cannibalization

Having multiple pages across your site targeting the same keyword, on the surface seems like it would help rankings. THIS IS NOT TRUE. With multiple pages ranking for the same keyword you’re only competing with yourself. Therefore it’s crucial to identify where this is happening on your site and resolve it straight away.

Content Audit

It’s important to not only focus on creating new content but also to audit previous content. This is because your content could have become outdated and maybe inaccurate. Rewriting content or refreshing it shows Google your authority and can have positive outcomes. Auditing content also highlights what types have worked for your site and helps with producing a more targeted and effective content plan.

Header Tags

Header tags are used as headings and subheadings within your content. They come in the form of H1-H6 and are HTML elements. They help the search engine determine what the page is about and make the content easier and more enjoyable for the user to read. They’re also really good opportunities to show Google keyword-rich context about your page.

At Fifteen Design we create, cultivate, and fine-tune SEO to maximise visibility and conversions. Contact us today to find out more about On-site optimisation and how we can help you.




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