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SEO Basics

On-page SEO: How to Optimize Your Pages

Learn the basics of on-page SEO including titles, meta descriptions, headings, keywords, images, and internal linking.

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If you've read our first article on SEO basics, you now understand why SEO matters. This second part focuses on on-page SEO - the elements you can directly control on your own pages to help search engines and users understand your content better.

Think of on-page SEO as organizing your store so customers can easily find what they're looking for. When done right, both Google and your visitors will appreciate the clarity and structure.

What is On-Page SEO and Why Does It Matter?#

On-page SEO refers to all the optimizations you can make directly on your website pages. Unlike off-page SEO (which involves external factors like backlinks), on-page elements are completely under your control.

Why is it so important?

  • It helps search engines understand what your page is about
  • It improves user experience, keeping visitors on your site longer
  • It's the foundation for all other SEO efforts - get this wrong, and other tactics won't work as well
  • It's often the easiest part of SEO to implement, especially for beginners

Key Elements of On-Page SEO#

Let's break down the essential on-page factors you should optimize, with practical examples for each:

1. Title Tags: Your First Impression#

The title tag is what appears as the clickable headline in search results. It's one of the most important on-page SEO elements.

Best practices:

  • Keep it under 60 characters (Google typically displays 50-60)
  • Include your primary keyword near the beginning
  • Make it compelling and clickable
  • Each page should have a unique title

Example:

  • Poor title: "AI Tools | Our Website"
  • Better title: "10 Best AI Resume Builders for Job Seekers in 2024"

How to implement: In most website builders and CMS platforms, you can edit the title tag in the SEO settings. In HTML, it looks like:

<head>
  <title>Your Optimized Title Here</title>
</head>

2. Meta Descriptions: Your Sales Pitch#

While meta descriptions don't directly impact rankings, they significantly affect click-through rates from search results.

Best practices:

  • Keep it between 150-160 characters
  • Include your primary keyword naturally
  • Write a compelling summary that encourages clicks
  • Add a call-to-action when appropriate

Example:

  • Poor description: "This page is about AI resume builders."
  • Better description: "Create a professional resume in minutes with these AI resume builders. Compare features, pricing, and templates to land your dream job faster."

How to implement: Like title tags, meta descriptions can be edited in your CMS's SEO settings or directly in HTML:

<head>
  <meta name="description" content="Your compelling meta description here.">
</head>

3. Headings: Creating a Clear Content Hierarchy#

Headings (H1, H2, H3, etc.) structure your content and help both users and search engines understand your page organization.

Best practices:

  • Use only one H1 tag per page (usually your main title)
  • Structure content logically with H2s for main sections and H3s for subsections
  • Include keywords naturally in headings
  • Don't skip heading levels (e.g., don't go from H1 to H3)

Example structure:

H1: Complete Guide to AI Resume Builders
H2: What is an AI Resume Builder?
H2: Top 5 AI Resume Builders
  H3: 1. ResumeGenius AI
  H3: 2. CVmaker Pro
H2: How to Choose the Right AI Resume Tool

How to implement: In most text editors and CMS platforms, you can select text and apply heading styles. In HTML:

<h1>Main Title</h1>
<h2>Section Title</h2>
<h3>Subsection Title</h3>

4. Keyword Optimization: Strategic Placement#

Keywords tell search engines what your content is about, but they must be used naturally.

Best practices:

  • Include your primary keyword in:
    • Title tag
    • H1 heading
    • First 100 words of content
    • At least one H2 heading
    • Meta description
  • Use related keywords and synonyms throughout (LSI keywords)
  • Maintain a natural keyword density (2-3% maximum)
  • Avoid keyword stuffing

Example: If your target keyword is "AI resume builder":

  • Title: "Best AI Resume Builder for Creative Professionals"
  • H1: "AI Resume Builder: Create Standout Resumes Instantly"
  • First paragraph: "Finding the right AI resume builder can transform your job search..."
  • H2: "How to Use an AI Resume Builder Effectively"

5. Content Quality: The Foundation of SEO#

High-quality, valuable content is the most important on-page factor.

Best practices:

  • Create comprehensive, in-depth content (aim for 1,000+ words for important topics)
  • Answer user questions thoroughly
  • Use clear, simple language
  • Break up text with bullet points, numbered lists, and short paragraphs
  • Include examples, case studies, or data when relevant
  • Update content regularly to keep it fresh

Example: Instead of a brief 300-word overview of AI resume builders, create a comprehensive guide that includes:

  • Detailed explanations of how they work
  • Comparisons of different tools
  • Step-by-step instructions
  • Tips for maximizing results
  • Common mistakes to avoid
  • Before/after examples

6. Image Optimization: Visual SEO#

Images enhance user experience and provide additional SEO opportunities.

Best practices:

  • Use descriptive, keyword-rich file names (e.g., "ai-resume-builder-example.jpg" not "IMG001.jpg")
  • Add alt text to all images
  • Compress images for faster loading
  • Consider using next-gen formats like WebP
  • Add captions when helpful

Example alt text:

  • Poor: "resume image"
  • Better: "AI-generated professional resume example for software developer"

How to implement: In HTML, proper image implementation looks like:

<img src="ai-resume-example.jpg" alt="AI-generated professional resume for software developer" width="800" height="600">

7. Internal Linking: Creating Content Pathways#

Internal links connect your content and help search engines discover and understand your site structure.

Best practices:

  • Link to relevant content on your site
  • Use descriptive anchor text (not "click here")
  • Create a logical site structure
  • Link from high-authority pages to important pages
  • Ensure all important pages are no more than 3-4 clicks from the homepage

Example:

Real-World Example: Optimizing a Page Step by Step#

Let's walk through optimizing a page about "AI Email Writing Tools":

  1. Research: Identify that people search for "AI email writer," "AI email assistant," and "email writing AI"

  2. Title tag: "5 Best AI Email Writers to Improve Your Communication in 2024"

  3. Meta description: "Discover the top AI email writing tools that will help you craft perfect emails in seconds. Compare features, see examples, and find the best AI email assistant for your needs."

  4. Content structure:

    • H1: "AI Email Writers: The Ultimate Guide to Writing Better Emails with AI"
    • H2: "What is an AI Email Writing Tool?"
    • H2: "Top 5 AI Email Writers Compared"
      • H3: Individual tool reviews
    • H2: "How to Choose the Right AI Email Assistant"
    • H2: "Before and After: Email Examples"
    • H2: "Frequently Asked Questions"

  5. Keyword placement: Include "AI email writer" in the introduction, several H2s, and naturally throughout the content

  6. Images: Screenshots of each tool with proper alt text like "EmailGenius AI interface showing email template selection"

  7. Internal links: Link to related content like "AI Writing Tools for Marketing" and "How to Write Effective Cold Emails"

Common On-Page SEO Mistakes to Avoid#

  1. Duplicate content: Having identical or very similar content on multiple pages

  2. Keyword stuffing: Unnaturally repeating keywords ("Our AI email writer is the best AI email writer because our AI email writer...")

  3. Missing or duplicate title tags/meta descriptions: Every page needs unique ones

  4. Poor content structure: No clear headings or logical organization

  5. Slow page speed: Large unoptimized images or excessive scripts

  6. Thin content: Pages with too little valuable content (under 300 words)

  7. No internal links: Orphaned pages that don't connect to your site

  8. Ignoring mobile optimization: Content that's difficult to read on smartphones

Quick Checklist Before Publishing#

Use this checklist to ensure your page is well-optimized before publishing:

  • ✅ Title tag includes main keyword and is under 60 characters
  • ✅ Meta description is compelling and under 160 characters
  • ✅ URL is clean and includes the main keyword
  • ✅ Content has a clear H1 and logical H2/H3 structure
  • ✅ Primary keyword appears in title, H1, and naturally in content
  • ✅ Images have descriptive file names and alt text
  • ✅ Content is comprehensive and valuable (1,000+ words for main topics)
  • ✅ Internal links connect to relevant pages
  • ✅ Content is easy to read (short paragraphs, bullet points, etc.)
  • ✅ Page loads quickly on both desktop and mobile

Tools to Help with On-Page SEO#

These free and affordable tools can help you optimize your on-page SEO:

  1. Yoast SEO: WordPress plugin that analyzes on-page elements
  2. Google Search Console: Free tool to monitor performance and issues
  3. Hemingway Editor: Helps improve readability
  4. Screaming Frog SEO Spider: Analyzes on-page elements across your site
  5. PageSpeed Insights: Tests loading speed and provides recommendations

Key Takeaway#

On-page SEO is your foundation for search success. By optimizing these elements, you make it easier for both search engines and users to understand, navigate, and appreciate your content.

Remember that on-page SEO is not a one-time task but an ongoing process. Regularly review and update your content to keep it fresh, accurate, and optimized for the latest SEO best practices.

Next Steps#

Now that you understand on-page SEO, the next article in our series will cover technical SEO - the behind-the-scenes optimizations that help search engines crawl and index your site effectively.

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On-page SEO: How to Optimize Your Pages | Kleon